McGill Dobson Centre for Entrepreneurship

2. ANYA VILCHEZ
VP Operations of Student Executive Team
anya.vilchez@mail.mcgill.ca
mcgill.ca/dobson
dobsonchronicles.com

5. Entrepreneurship Programs
Our entrepreneurship programs are supported by a strong
McGill Entrepreneur, Alumni, and Startup Mentorship Network

6. • September 13, 2018: McGill Montreal Demo Day
• September 20, 2018: McGill SF Demo Day
• September 26, 2018: McGill Boston Demo Day
• October 3, 2018: McGill Toronto Demo Day
• October 3, 2018 – December 3, 2018: McGill Lean
Startup Program 2018
• October 10, 2018: McGill New York City Demo Day
• October 27, 2018: McGill Fall Startup Bootcamp
• November 15, 2018: Code Your Landing Page in 2
Hours
• November 22, 2018: Business Plan Writing
Workshop
• November 29-30, 2018: McGill Pitch Bootcamp
• December 3, 2018: McGill Lean Startup Program
2018 Final Presentations
• December 3, 2018 – January 16, 2018: Applications
Open for McGill Dobson Cup 2018 powered by
National Bank
• December 6, 2018: McGill Dobson Cup Info Session
• January 10, 2019: What it takes to win the
McGill Dobson Cup
• January 16, 2019: Building Startup Teams & Culture
• January 23, 2019: Market Research Workshop
• January 30, 2019: McGill Dobson Cup 2019
Welcome Reception
• January 31, 2019: Let’s Talk: Mental Health in
Startups
• February 7, 2019: How to pitch your startup
• February 14, 2019: Startup Financials
• February 19-22, 2019: McGill Dobson Cup 2019
Semi-Finals powered by National Bank
• March 15, 2019: McGill Startup Career Fair
• March 27, 2019: McGill Dobson Cup 2019 Finals
• April 4, 2019: McGill Dobson Cup 2019 Awards
Ceremony powered by National Bank
• April 4, 2019 – May 6, 2019: Applications Open for
McGill X-1 Accelerator 2019
• June 3, 2019 – August 9, 2019: McGill X-1
Accelerator 2019
A Year at the Dobson Centre for Entrepreneurship
https://mcgill.ca/dobson/events

7. Dobson Match –www.mcgilldobsonmatch.com

8. Visit our blog, The Dobson Chronicles
www.dobsonchronicles.com for more information

9. Join our Dobson HQ Slack Workspace
http://bit.ly/Dobson
CentreSlack

10. The Dobson Team - www.mcgill.ca/dobson
Staff Student Executives

11. Amanda Wheatley
Liaison Librarian for Entrepreneurship
McGill University

12. Accessing Resources @ McGill Library
• Library Guide:
http://libraryguides.mcgill.ca
/entrepreneurship
• McGill Library Website
• Management and Business
subject guides
• Off-campus/Remote Access
• EZProxy – use your McGill
username and password
• Virtual Private Network
(VPN) – download here

13. Trade Journals and Newspapers
McGill Library WorldCat Discovery
Journal Aggregators
Find trade journals, articles, and newspapers in the following database
aggregators
•ABI/INFORM Collection
•Business Source Complete
•Canadian Business & Current Affairs Database
•Factiva

14. Industry Research
• IBISWorld
• Provides independent research on over 400 industries in Canada
• Includes statistics, analysis, and forecasts
• Use to evaluate market size, draft business plans, pitch books, forecasting,
and more
• Passport
• Contains data on global/regional industry trends, forecast, SWOT,
product/industry sales, consumer attitudes, etc.
• Mergent Online
• Provides industry reports on 25 of the largest industries in the world
• eMarketer
• Statista

15. Industry Analysis
• Passport
• Survey data on demographics and psychographics
• Vividata
• Survey data on Canadian consumers
• Mintel
• Consumers section and databook, analysis of social media
conversations, demographics
• 2016 Canadian Census
• Provides a statistical report on the country every 5 years

16. Competitors & Market Share
Company Data
(find information on public and private
companies)
• Mergent Online
• LexisNexis Corporate
Affiliations
• MarketLine Advantage
• CB Insights
• Company Information –
Business Source Complete
Market Share
• Passport
• IBISWorld
• Marker Share Reporter

17. Financial Benchmarking
• Performance benchmark data for financial planning of
start-ups
• Financial Performance Data
• Before using this tool, be sure to know your primary industry
classifications
• Not sure? Look it up in NAICS (North American Industry
Classification System).
• Click “display definitions” for further information
7

18. Publicly Available Resources
• Government of Canada
• Canadian Industry Statistics
• Census Profile 2016
• Info Entrepreneurs
• Online Directories
• Frasers (Canada)
• ThomasNet (USA)
• Annual Reports
• SEDAR (Canada)
• EDGAR (USA)
• Business Plan Resources
• Compass Startup and Legal
Clinic
• Advanced Google Search
• Site:gc.ca
• Filetype:pdf
8

19. Need research help?
Your liaison librarian can help you:
• Get started on research for your business, including industry/market
data, consumer demographics/psychographics, company data and
more
• Create an effective research plan
• Evaluate the credibility of your research
• Take advantage of software and databases for entrepreneurship
• Arrange training and one-on-one consultations in the use of
information sources
http://libraryguides.mcgill.ca/entrepreneurship
Amanda Wheatley
Liaison Librarian for Entrepreneurship
Office Hours: Tuesdays from 3:00-5:00pm
Bronfman Building room 358
Contact:
amanda.wheatley@mcgill.ca
514-398-3921
Snapchat: buslibmcgill

20. Marketing Research
Start-Up approach

21. CONTENT
Defining
the
Objective
Research
Tools
The
Market
The
Industry
The
Solution

22. Defining The Project
• What do we need to know?
• Strategic Objective
o Who is the customer?
• Research Objectives
o Define the age groups of the target market.
o Understand the main pain points for the customer
o Map the customer journey

23. Research Tools
• Survey
• Focus Group
• Interview
• A/B Testing
• Ethnographic studies
• Observation Observation Observation!!!
Findings
Quantitative
Qualitative
Secondary
Sources
Assumptions

24. What are we looking for
The Market The Industry The Solution

25. The Market
TAM
SAM
SOM
Don’t forget about the
individual!!!
What value proposition are available?
What are the customers pain point?
Is the shopper and the customer the
same?

26. The Industry
Competition Substitution Suppliers Distributors

27. The Solution
Testing our value proposition
Can we do it
better?
Can we do it
cheaper?