Finding SMBiz in Canada
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July 2013 webinar to Financial Services. Covers Who SMBiz decision-makers are, What they purchase, and Which media they use.
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Finding SMBiz in Canada
- 1. Finding SMEs VISA CANADA CLIENT WEBINAR JULY 2013
- 2. Agenda SMEs in Canada ◦ How many? Which sectors? Size? Where? Profiling SME decision-makers Media habits ◦ SMEs vs. population ◦ Quebec ◦ Key industry sectors Conclusions 2
- 3. SME’s in Canada HOW MANY? WHICH SECTORS? SIZE? WHERE? 3
- 4. How many? 4 1,346 620 462 77 Canadian Business Register (K co's) 2012 Indeterminate 1 to 4 Employees 5 to 49 50 + SOURCE: Statistics Canada
- 5. Top SME sectors 0 20 40 60 80 100 120 140 Retail Other services Construction Professional, etc. services Admin services Health services Foodservice Wholesale & Importing Manufacturing Agriculture Transportation & warehousing Canadian Business Register (K) 2012 excl Indeterminate 1 to 4 5 to 99 100+ 5 SOURCE: Statistics Canada
- 6. SME $ segments • $10M to $49M • 6% of SMEs Medium • $1M to $9M • 37% of SMEs Small • Under $1M • 57% of SMEs Micro 6 SOURCE: InfoCanada, 2012
- 7. Micro & Small by region 0 50,000 100,000 150,000 200,000 250,000 300,000 350,000 BC AB MB/SK ON QC Atlantic 7 SOURCE: InfoCanada, 2012
- 9. SME decision-makers profile Approx 1.4 million Canadians ◦ Approx 70% of all biz decision-makers in Canada 72% Male Ages 35 to 64 Post-secondary grads (tech, university) Professionals, managers, technical & sales A lot of in-town driving ◦ Half drive 150+ km/wk 9 SOURCE: PMB, 2013
- 10. SME media habits HOW TO REACH DECISION-MAKERS 10
- 11. Print Measurement Bureau Semi-annual surveys of 5K+ Canadians ◦ Combined P2Y to get maximum & recent #’s ◦ Over 20K Canadian adults Wide range of consumer media habits “Buildings don’t buy; People buy” ◦ Old saying in B2B marketing ◦ Saatchi story 11
- 12. SME Media habits Heavy Radio ◦ All News, All Sports, Talk/Info ◦ Album/Classic Rock, Modern/Alternative Rock Heavy Newspaper & Magazines ◦ Particularly English Canada Medium-Heavy Internet ◦ Particularly Mobile ◦ Particularly English Canada 12 SOURCE: PMB, 2013
- 13. Magazines Business & Finance Magazines ◦ Canadian Business, FP, MoneySense, Profit, ROB, Les Affaires, a+ Maclean’s Other topical ◦ CAA , Westworld, enRoute, VIA Destinations ◦ Golf Canada, Hockey News ◦ Cottage Life, Outdoor Canada, Revue Espaces, Food & Drink ◦ Cdn Home Workshop, Cdn House & Home, Western Living ◦ Toronto Life, NOW, Vancouver, BC 13 SOURCE: PMB, 2013
- 14. Internet – particularly Mobile 58% access Internet ONLY via Mobile devices Use wide range of websites Radio Auction Automotive Email Entertainment Gambling Home improvement Investing Maps News Classified Real estate Search engines Sports Phone directory Weather Magazine Newspaper 14 SOURCE: PMB, 2013
- 15. Other media Medium to Light TV ◦ But heavy Business news and VOD ◦ Also SciFi/Fantasy Low transit usage (15% past mo) ◦ Outside buses/shelters ◦ Billboards 15 SOURCE: PMB, 2013
- 16. QC/French SME SME less developed in QC vs. pop’n # ◦ Fewer SME’s/capita, lower start-up rate ◦ Lower % of population are SME decision-makers QC SME’s are: ◦ Heavier users of Radio, Mobile Internet ◦ Medium/Light TV viewers ◦ Somewhat (not significantly) heavier users of Magazines, Internet ◦ Recent study shows Internet usage in QC is 7 points lower vs. ROC 16 SOURCE: PMB, BBM, 2013
- 17. Key industry sectors DETAILED SME MEDIA PROFILES 17
- 18. SME media by Industry Sector Compared to typical SME Decision-maker: ◦ Retail ◦ Most female (43%) and QC (41%) ◦ Construction ◦ Less educated, more “blue collar” occupations ◦ Business services ◦ Highest education 18 SOURCE: PMB, 2013
- 19. Retail SME Heavy Magazine ◦ Women’s; Sub-sectors (sports, fashion) Light/Medium Newspaper ◦ Heavy French/Montreal Medium Internet ◦ Heavy Fashion/Beauty, Food/Recipe, Home improvement Light TV ◦ Heavy Fashion/Beauty, Family drama/Soaps, Game shows 19 SOURCE: PMB, 2013
- 20. Construction SME Light/medium Magazine ◦ Heavy Cottage Life, Cdn Home Workshop, Golf Canada Light/medium Internet & Newspaper Light Radio ◦ Heavy News/Talk, Country, Modern/Alt rock TV: ◦ English = heavy; French = light ◦ Heavy Home Improvement shows 20 SOURCE: PMB, 2013
- 21. B2B services SME Heavy Internet ◦ Particularly via Mobile ◦ Beauty/Fashion, Career/Job, Health, Investments, News, Dating, Search, Sports, Magazine, Newspaper, Radio, TV Medium/Heavy Newspaper Medium/Light TV ◦ Heavy Business, Arts Medium Radio ◦ Heavy Business, Sports, Talk/Info, Arts, Oldies/Retro Rock 21 SOURCE: PMB, 2013
- 22. Conclusions SUMMARY & NEXT STEPS 22
- 23. Summary NO silver bullet ... One media channel alone likely not sufficient Any media needs to be mobile/web enabled News (particularly Business) in all media Automobile drives Radio, Mobile ◦ Can drive other OOH Occupation & demographics drive media use 23
- 25. 25 0 20 40 60 80 100 120 140 Agriculture Natural resources Utilities Construction Manufacturing Wholesale & Importing Retail Transportation & warehousing Information Finance, insurance Real Estate & Leasing Professional, etc. services Holding co's Admin services Waste mgmt Education Health services Arts & entertainment/Recreation Accommodation Foodservice Other services Public administration Canadian Business Register (K co's) 2012 excl Indeterminate 1 to 4 5 to 99 100+
- 26. Micro & Small by NAICS & Province ... 1 26 BASE: In biz pre-2011, up to $10M sales, up to 49 employees BC AB MB/SK ON QC Atlantic TOTALS 121,686 104,840 52,126 310,480 181,953 54,578 Primary (NAICS 10 series) 1,528 1,458 1,299 2,096 1,752 710 Resources (NAICS 21) 509 1,654 774 551 321 134 Utilities (NAICS 22) 136 170 60 226 81 36 Construction (NAICS 23) 13,843 17,143 6,019 34,752 19,549 6,144 Manufacturing (NAICS 31 – 33) 8,782 6,790 3,431 23,832 15,894 3,308 Wholesale (NAICS 42) 11,543 10,716 5,630 29,389 19,045 4,900 Retail (NAICS 44-45) 29,149 23,026 12,338 74,425 41,248 14,724 Transport/warehousing (NAICS 48-49) 4,364 4,216 2,364 9,463 5,635 2,103 Info & Cultural (NAICS 51) 2,826 1,981 1,013 5,901 3,618 881 SOURCE: InfoCanada, 2012
- 27. Micro & Small by NAICS & Province ... 2 27 BASE: In biz pre-2011, up to $10M sales, up to 49 employees BC AB MB/SK ON QC Atlantic TOTALS 121,686 104,840 52,126 310,480 181,953 54,578 Finance & Insurance (NAICS 52) 4,583 3,966 2,332 12,115 5,246 2,052 Real estate, rental & leasing (NAICS 53) 6,205 5,473 2,253 15,115 6,944 2,629 Professional, scientific & tech services (NAICS 54) 14,457 11,977 4,895 36,705 20,569 5,198 Admin, support & waste management (NAICS 56) 6,851 5,801 2,577 17,196 9,170 2,614 Education, Health (NAICS 61-62) 11,803 8,577 5,324 32,579 18,134 5,750 Arts & recreation (NAICS 71) 3,969 3,425 2,753 8,594 5,811 2,031 Accommodation & Foodservice (NAICS 72) 12,378 8,998 4,710 27,014 17,562 5,523 Other services (exc public) (NAICS 81) 14,163 12,051 6,776 39,853 25,450 7,756 Public admin (NAICS 91-92) 141 100 138 250 179 109 SOURCE: InfoCanada, 2012
- 28. Thank you! For more information: ◦ www.Sell2SM.Biz ◦ 416-762-0394 Independent/Entrepreneur study coming January 2014 28
Editor's Notes
- Hi, I’m Gray Hammond of BRANDwright. This is a webinar that Visa asked us to prepare for their clients in July.
- Some figures > 2 million Indeterminate > 50% of CDN co’s Not incorporated; No registered employees; Many <$30K sales/yr (HST floor) Include home/hobby, part-time, temporary (“consultants” between jobs) 140K biz/year churn comes largely from Indeterminate Only 1.1 million “real” businesses (excl Indeterminate) http://www5.statcan.gc.ca/cansim/a26?lang=eng&retrLang=eng&id=5510003&paSer=&pattern=&stByVal=1&p1=1&p2=31&tabMode=dataTable&csid=
- Excludes Indeterminate; shows sectors with 50K+ biz’s K’s of biz’s by # employees NAICS codes SOURCE: Canadian Business Register
- Some Visa research we’ve done has excluded Medium SOURCE: InfoCanada FP500’s Next 300 goes below $100M; D&B GTA Top 1K goes down to $50M
- BASE: In biz pre-2011, up to $10M sales, up to 49 employees (Visa definition) Not surprisingly, SME distribution closely matches population Although SME development lower in QC (noted by many sources, including BDC) SOURCE: InfoCanada
- Adults 18+ who make business purchasing/leasing decisions, at private-sector companies <$50 million revenues Profile also matches past Visa surveys Age indicates they have 10+ years career experience SOURCE: PMB
- Provided by MAGI Communications Reaching people where they live (vs. where they work) When Saatchi brothers started their ad agency, they invested ¼ of their capital (£6K) into 2-page spread in Sunday Times to reach Managing Directors of large co’s Throughout this report, highlight index (target % vs. total %) 120+ (significant)
- In this section: compare SME Decision-makers vs. All Canadian Adults Long time in car drives Radio use Age (Boomers) drives music tastes Education drives print English usage of Internet tends to be heavier than French overall Predominance of English sites on web
- Magazines are insight to people’s interests, psychographics Drivers: CAA, Westworld (Prairie/West version) EnRoute always indexes high among Biz targets; VIA on-board magazine indicates high rail travel ON-QC Revue Espaces = French Outdoor Canada Local news & events magazines important
- Whichever sites you choose, they must be mobile-enabled Choose traditional media with online/mobile properties While range of sites is wide, they come back to cars/travel, news, business/finance, key media
- BDC done several studies comparing SME in QC vs. ROC Compares QC SME decision-makers vs. QC population – similar patterns per ROC Radio, Mobile, TV Internet study by BBM Analytics: http://www.emarketer.com/Article/Quebec-Lags-Canada-PC-Use/1009901 Internet largely English; QC biz owners/managers likely to be bilingual
- 3 major SME sectors covered by PMB: Construction, Retail, and B2B Services This section compares these sectors’ decision-makers vs. All/typical SME Decision-makers (not adult pop’n)
- Women drive media in Retail sector Magazine & Internet could be driven by sub-sector within Retail
- Lower education drives down Print Male & blue collar drives Radio Industry sector drives Magazine & TV
- Biz services = sum of: Communication/Information Systems Advertising/Media/Film Banking/Finance/Insurance Accounting/Law/Management Consultants Engineering/Research/Development
- Media selected have to have associated web properties, particularly mobile-enabled. SME decision-makers are highly likely to use mobile device to access info. Even for less-used media, News programs (particularly Biz news) show high usage Cannot overstate importance of in-town Driving. Half drive 150+ km/wk; only 15% use transit/mo. Explains high Radio use; could explain high Mobile use Raises possibilities in OOH media (billboards, external transit)
- Shows Employee #’s (NOT Sales $) Categorized by NAICS
- BASE: In biz pre-2011, up to $10M sales, up to 49 employees (Visa definition) SOURCE: InfoCanada
- BASE: In biz pre-2011, up to $10M sales, up to 49 employees (Visa definition) SOURCE: InfoCanada