An overview of the Strategic Economic Development Priorities delivered to the Leaders Board of TMP & Liverpool Vision

1. The Business Performance
Index
Using Data to Provide an Evidence Base
for Liverpool City Region’s
Transformational Sectors

2. The Low
Carbon
Economy
Liverpool City
The Knowledge Region:
Economy Transformationa
l
Sectors
Liverpool City
Superport
Region’s-
Transformational
Sectors

3. Liverpool City Region’s Transformational
Sectors: Analytical Rationale
•Aim: Aligning BLNW Business Support Interventions more closely to
Liverpool City Region’s Four Transformational Sectors will require better
definition
•Review of current interactions and nature of Business Engagement (Support
Packages Accessed) within the Transformational Sectors is important when
determining current and future Business Support resource requirements
• Create a holistic overview of Cross-Agency Business Support Activity to
ensure effective Intervention Planning and Maximise the Impact of Service
Delivery
•Better Understanding of “Rapid High Growth Companies”(Gazelles) is
critical.
•The analysis aims to demonstrate the size and potential for each
transformational sector.
•Sector definitions in this presentation formulated by Business Link
Northwest and will need broader ratification.

4. The Knowledge Economy Sector
Definition
• National Statistics which use UK Standard Industrial Classifications (SIC) do not accurately
reflect the structure of the Creative Industries.
• Current DCMS definition of creative industries is inaccurate.
• Identification of creative industries within official classifications from ONS surveys do not
include businesses that are not registered or small businesses whose turnover is below
the VAT threshold.
• Created problems when identifying and marketing to Digital & Creative Sector Businesses.
• Some Knowledge Economy Businesses are so New that they do not have SIC Codes
• We used Yell Codes positions businesses more accurately from a Marketing and
Advertising perspective
• The Yell Codes BLNW used to define the Digital & Creative Sector were selected by Digital
and Creative Sector Managers and Advisers
• All D&C Marketing & Contact Activity at BLNW exclusively uses Yell Codes
• YELL is the only Classification System sufficiently granular enough to identify Digital &
Creative Sector Businesses
• BLNW Segmentation Methodology has been adopted by NWDA to redefine Digital &
Creative Sector to deliver future Digital & Creative Sector Strategy

5. Identifying Potential Knowledge Economy Companies
Merseyside Actively Trading How do you Identify a…
Business Locations (72,870)
 …company that is in
Liverpool (23,973) Liverpool…
 …that is in the Knowledge
Economy (based on Yell
The Knowledge code analysis)…
Economy (964)
 …that is a new start…
 …or that is a mature
business?
What do
Under Three Years Over Three Years these look
of Age (493) of Age (471)
like?
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West

6. Identifying Potential Knowledge Economy Companies
Merseyside Actively Trading
Business Locations (72,870)
Liverpool (23,973)
The Knowledge
Economy (964)
RES Sector
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.

7. The Low Carbon Economy Sector
Definition
• National Statistics which use UK Standard Industrial Classifications (SIC) do not accurately
reflect the structure of the Energy and Environmental Technology (EETS) Sector.
• Current BIS definitions of EETS is too broad and insufficiently specialist in nature.
• Identification of EETS Businesses using definitions created by Innovas on behalf of BERR difficult
to interpret and are applied inconsistently across sector.
• Created problems for Business Link when it came to identifying and marketing to EETS
Businesses.
• Some EETS Businesses are so New that they do not have SIC Codes to describe them.
Interestingly, only Environmental Consultants recognised in SIC 2007.
• We used Nature of Business Descriptions - written by the Businesses themselves detailing the
Business key activity and Environmental focus.
• We profiled the Envirolink Database and identified commonly occurring Key Words and Phrases
and then Applied these across the Universe of Businesses in the BLNW Data Warehouse.
• The Data Set of Businesses was validated by the BLNW Energy and Environmental Sector Team
• The list of Businesses created has generated high levels of response rates from large scale
Telemarketing Activity
• BLNW Segmentation Methodology adopted by the NWDA to redefine the EET Sector
• Envirolink are in the process of sharing BLNW EET Sector Data which has been recognised as the most
comprehensive in the UK

8. Identifying Potential Low Carbon Economy Companies
Merseyside Actively Trading How do you Identify a…
Business Locations (72,870)
 …company that is in
Liverpool (23,973) Liverpool…
 …that is in the Low
Carbon Economy (based
The Low Carbon on Nature of Business
Economy (549) analysis)…
 …that is a new start…
 …or that is a mature
business?
Under Three Years What do
of Age (22) Over Three Years these look
of Age (527)
like?
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West

9. Identifying Potential Low Carbon Economy Companies
Merseyside Actively Trading
Business Locations (72,870)
Liverpool (23,973)
The Low Carbon
Economy (549)
RES Sector
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.

10. The Visitor & Cultural Economy
• Current definition of Tourist Businesses originally established by UNWTO
on behalf of UN to promote International Tourism and then adapted in a
UK National Context by English Tourist Board.
• Based on SIC 2007.
• Reasonably accurately reflects the sector.
• Possible bias in favour of Rural Businesses and Tourist Locations.
• Each Local Tourist Board adds local flavour or geographical context to the
definition of the sector depending on where in the North West they are
located.
• Does not include Sport Stadiums and Venues and Other Fitness Facilities,
Sports & Recreation Education and Sports Clubs.
• The Data Set of Businesses has been validated by NWBL Relationship
Managers for Individual Sub-Regions
• The Analysis has been shared with Local Tourist Boards to Support
Promotional Campaigns.

11. Identifying Visitor and Cultural Economy Companies
Merseyside Actively Trading How do you Identify a…
Business Locations (72,870)
 …company that is in
Liverpool (23,973) Liverpool…
 …that is in the Visitor
and Cultural Economy
The Visitor and Cultural (based on SIC 2007
Economy (3,421) analysis based on UN
WTO definition )…
 …that is a new start…
 …or that is a mature
business?
Under Three Years
of Age (1,172) Over Three Years What do
of Age (2,249) these look
like?
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West

12. Identifying Visitor and Cultural Economy Companies
Merseyside Actively Trading
Business Locations (72,870)
Liverpool (23,973)
The Visitor and
Cultural Economy
(3,421) RES Sector
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.

13. Superport
• The Definition of Liverpool SuperPort integrates air, port, logistics and
transportation, this definition is very broad and makes analytics
problematic.
• We have assumed that the following companies will be affected: Maritime
Core Industries, Fishing and Fish Farms, Building & Repairing of Ships,
Pleasure & Sporting Boards, Sea, Coastal & Inland Water Transport,
Renting of Water Transport Equipment, Other Supporting Water
Transport Activities using SIC 2003.
• We have also looked other associated industries particularly in
Manufacturing of Iron & Steel Parts, Bearings, Gearing & Driving
Elements, Instruments & Appliances for Measuring, Metal Structures and
Parts of Metal Structures, Cooling & Vent Equipment, Steam Generators,
Machine Products, Pumps & Compressors, Steel Drums & Containers,
Steel Tubes, Taps & Valves, Wire Products, Freight Transport and Cargo
Handling.
• This is based on definitions employed by Pion Economics and MDS
Transmodal on behalf of the Mersey Partnership.

14. Identifying Superport Economy Companies
Merseyside Actively Trading How do you Identify a…
Business Locations (72,870)
 …company that is in
Liverpool (23,973) Liverpool…
 …that is in the
Superport Economy
The Superport Economy (based on SIC 2003
(589) definition )…
 …that is a new start…
 …or that is a mature
business?
Under Three Years
of Age (208) Over Three Years What do
of Age (381) these look
like?
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West

15. Identifying Superport Economy Companies
Merseyside Actively Trading
Business Locations (72,870)
Liverpool (23,973)
The Superport
Economy (589)
RES Sector
-This information is based on data provided by Experian. The data has been subject to further analysis by Business Link North West.

16. The size of the prize – economic impact
Knowledge Economy Low Carbon
Number of Locations: 964 549
Average Headcount: 8 17
Average Turnover: 500000 500000
Current Headcount: 7,901 9,118
Current Turnover: 482,000,000 274,500,000
3 Year Headcount Growth Estimate: 33% - based on 10% per annum 33% - based on 10% per annum
3 Year Turnover Growth Estimate: 33% - based on 10% per annum 33% - based on 10% per annum
New Jobs: 2,607 3,009
New Turnover: 159,060,000 90,585,000
Visitor and Cultural Superport
Number of Locations: 3421 589
Average Headcount: 9 8
Average Turnover: 350000 350000
Current Headcount: 29,885 4,881
Current Turnover: 1,197,350,000 206,150,000
3 Year Headcount Growth Estimate: 33% - based on 10% per annum 33% - based on 10% per annum
3 Year Turnover Growth Estimate: 33% - based on 10% per annum 33% - based on 10% per annum
New Jobs: 9,862 1,611
New Turnover: 395,125,500 68,029,500

17. Measuring Impact Over Time
Sample of 5 companies Commercial Delphi risk score over last 6 months
120
Commercial Delphi
100
Score Trends
80 Britplas Ltd (Int
Assisted)
60 Stanley Securities
CCTV Ltd (Int
Assisted)
40
Arena Plastics
Limited
20
Distant Horizons UK
Ltd
0
ServiceAir UK
15/03/09
29/03/09
26/04/09
05/07/09
16/08/09
01/03/09
12/04/09
10/05/09
24/05/09
07/06/09
21/06/09
19/07/09
02/08/09
-20
Date

18. Benchmarking Against Sector
Performance
Commercial Delphi Risk – Sample of Companies Intensively Assisted Compared to the Merseyside and Greater
Manchester Average (Last 12 Calendar Months)

19. How can we work together to
ensure that we combine
BLNW’s intelligence with the
experience we have in the
region?