5. ASK QUESTIONS FIRST
What are the major trends in the industry?
Who are the typical theater goers?
What is the economic outlook of the industry?
Who are my competitors?
Are there other theaters in my target area?
What are their profits? How much do they make in revenues versus donations?
Do any of them have a family focus?
Who is my customer?
Where in DFW do families live who would be most likely to attend theater
productions?
Are there areas that are forecasted to grow?
What are my costs?
How much does it cost to rent a suitable space?
What other associated costs might I have in running this business?
6. WHAT QUESTIONS DO YOU
HAVE?
Write down general and
specific questions to focus
the research for your
business plan.
7. THE MOST IMPORTANT ADVICE FOR
RESEARCH
1. Start by thinking of possible sources first. Who would care about
collecting the information you are looking for?
2. Ways to find sources
1. Directories
2. Associations
3. Government sources
4. Library resources
5. Citation trails
3. Keep geography in mind.
4. Look for broad information first and drill down from there.
9. WHAT ARE THE MAJOR TRENDS IN
THE INDUSTRY?
Who would care to collecting information about this?
US government tracks industry statistics, employment statistics
Theater advocacy groups
Databases that collect information about industry
Researchers of arts organizations, non-profit organizations
Market researchers
Does a NAICS code provide a good fit for my industry?
711110 Theater Companies and Dinner Theaters
10. INDUSTRY PROFILE FROM
BUSINESS INSIGHTS: GLOBAL
1. From your research guide, click on “Industry.”
2. Open up Business Insights: Global in a new tab.
3. Input the NAICS code for theaters (711110) in the search box and
choose industry from the drop down menu.
4. Find the most appropriate industry profile from the list.
5. How can I use this profile for my research?
11. CITATION TRAIL
Found on the industry profile:
Voss, Zannie Giraud, Glenn B. Voss,
Christopher Shuff, and Ilana B.
Rose Theater Facts 2010. New
York: Theatre Communications
Group, 2011. Available from
http://tcg.org.
Googled for a more recent
version of this report and
found a 2014 report.
Noticed that Theatre
Communications Group had a
LOT more information for me.
14. WHAT ABOUT THEATERS IN DFW?
1. On the research guide, click on “Competitors.”
2. Open up ReferenceUSA in a new tab.
3. Click on US Businesses and then Advanced Search.
4. We will build a search for theaters in DFW.
5. What can I find out about my competitors from ReferenceUSA?
6. What should I do next to further research competitors?
16. WHERE DO FAMILIES IN DFW LIVE?
1. On the research guide, click on “Consumers.”
2. Open up Census Reporter in a new tab.
3. Search for Plano, TX and check out the demographic spread.
4. Search for more data – input children. Find an appropriate table to
get more info about whether families live in Plano.
5. How else could I use Census information for my research?
17. IS PLANO A GROWTH AREA?
How would I figure this out?
Articles in the local newspapers (can access from library databases)
Google search “Plano TX population growth” best sources
Plano Chamber of Commerce
Census QuickFacts about Plano, TX – 7.2% growth from 2010 to 2014
Article from Dallas Morning News
18. WHAT ABOUT VITALITY OF THE
ARTS IN DFW?
Who would care about collecting information about this?
Local arts advocacy organizations
Local newspapers or magazines
Tourism organizations
Google search for “Dallas arts statistics” best sources
Dallas Convention and Visitors Bureau
Art & Seek article which referred me to SMU’s National Center for Arts Research
Google search for “Texas arts growth” best source
Texas Cultural Trust
19. WRAP UP
Think of questions
Think of possible sources
Use the guide
Ask for help
