Industry Research: Online and Otherwise
Presented by: Martin Zeller, Manager, Knowledge Resources Location: Small Business Strategies Conference Los Angeles Convention Center September 24, 1999
U S C A E N G I N E E R I N G R E G I O N A L T E C H N O L O G Y T E C H N O L O G Y T R A N S F E R T R A N S F E R C E N T E R C E N T E R
N A S A
http://www.usc.edu/go/ttc
What Comprises Industry Research?
Who’s doing what in an industry? • Competitors, customers, key players
How big is an industry? • Market size, share, demand, shipments, forecasts What technologies are driving an industry? • R&D, patents, product introductions
Presented by: Martin Zeller Date: September 24, 1999
Why Bother with Industry Research?
To help understand the context for your business • Your business does not operate in a vacuum To aid in planning the growth of your business
To attract investment/partners • Strategic business planning documents • Communicate your company’s strengths relative to others
Presented by: Martin Zeller Date: September 24, 1999
Manage Your Expectations
Locating and collecting industry information is not necessarily easy or productive, especially if the subject industry or industry segment is obscure or very small. Be realistic about what you can hope to find on an industry.
Information is not always accurate. Do not accept at face value. Assess reliability and motives of source, age of information, other factors.
Not everything is free. Be willing to pay for access to valuable information or make do without.
Presented by: Martin Zeller Date: September 24, 1999
“Free” Information: Is it really free?
Don’t underestimate the time, trouble, opportunity and other hidden costs of acquiring “free” information.
Consider the value you may be giving up in exchange for getting information for “free?” • Ease/speed/flexibility/power of access • Level of detail of information available • Authority of sources and reliability of information
Presented by: Martin Zeller Date: September 24, 1999
Search Interface for Thomas Register Company Information Source on the Web
Presented by: Martin Zeller Date: September 24, 1999
Sample Record from Thomas Register Company Information Source on the Web
Presented by: Martin Zeller Date: September 24, 1999
Sample Record from Thomas Register Company Information Source on Fee-Based Service
DIALOG(R)File 535:Thomas Register Online(R)
^Baxter Cardiovascular Group^ 17221 Red Hill Ave. Irvine, CA 92619-5686 USA TELEPHONE: 949-250-2500
OTHER:
800-424-3278
LOCATION: U.S.-SOUTHWEST COUNTY: ORANGE CMSA: 4472 LOS ANGELES-ANAHEIM-RIVERSIDE ADI: 013 LOS ANGELES (BARSTOW,CORONA & SAN BERNARDINOONTARIO) DESCRIPTION OF BUSINESS: Cardiac Output Computers. ASSETS: NR (Not Rated)
MANAGEMENT: Mussallem, Mike Pres. GENERAL MGMT. PRODUCTS AND SIC CODES: CATHETERS 3841 Multiple Infusion COMPUTERS--CARDIAC OUTPUT 3571 Thermodilution INFUSION EQUIPMENT & SUPPLIES 3443, 3469, 3559 Infusion Catheters OXIMETERS--PULSE 3845 TRANSDUCERS--PRESSURE 3823, 3829 Disposable TRADENAMES: COM-1 (Cardiac Output Computers) Multi-Med (Infusion Catheters) AFFILIATED: Baxter Travenol Co. (PARENT)
“Free” Information: Get it on Your Own
Sources of “free” information: • Public libraries • Portions of some university library collections • Trade and industry associations
• Government resources
• Much, though not all, of what is on the Internet
Presented by: Martin Zeller Date:
September 24, 1999
What’s Free? Public Libraries
Central libraries and large branches are the best bet
Use special branches devoted to business information Collection likely to contain mix of traditional print materials and electronic resources
Presented by: Martin Zeller Date: September 24, 1999
Consult a librarian with special expertise in business resources
What’s Free? University Libraries
Libraries at public universities are most likely to be open to outside users Select a university with a business school or business major Locate the business library within the university and start there Collection likely to contain traditional print materials along with electronic resources on CD-ROM or online via university intranet
Presented by: Martin Zeller Date: September 24, 1999
Consult a business librarian
What’s Free? Trade/Industry Associations
An excellent choice, especially for members Consult Encyclopedia of Associations to identify relevant organizations Use American Society of Association Executives web site (http://www.asaenet.org) to identify trade groups with web presence Visit association web sites and collect relevant industry information/contact points Call and ask for an association’s research department or library
Presented by: Martin Zeller Date: September 24, 1999
What’s Free? Government Resources
Not all government information is free. Bulk of free government data distributed through web sites or government depository libraries. Small Business Development Centers and other business assistance centers can help U.S. Department of Commerce / Census Bureau State departments of commerce and economic development Local city/county chambers of commerce
Presented by: Martin Zeller Date: September 24, 1999
What’s Free? The
Keep expectations realistic! Not all information you might want to collect is available free through the web. Or at all. Not even for a price.
Use search engines and relevant key words to focus on your industry
Evaluate information from web sites critically Use news groups to ask questions / take surveys. Evaluate feedback carefully
Presented by: Martin Zeller Date: September 24, 1999
What Costs Money? Consider Outsourcing
Private databases • Hundreds of fee-based databases produced by professional societies and for-profit publishers • To access, set up personal accounts or use intermediaries such as information brokers or libraries Market analyst reports and research studies • Market research firms and investment analysts prepare detailed reports on all sorts of industries and companies. These are available for purchase. • Accessible via information brokers, libraries and web sites (have your credit card ready) Inside information from experts in the know Hire a consultant.
Presented by: Martin Zeller Date: September 24, 1999
It Bears Repeating: Manage Your Expectations
Gathering industry information is not necessarily easy or productive. Be realistic about what you can find on your industry. Not everything is free. Be willing to pay for high value information or make do without. Information that is free tends to be less accessible and/or more summary in scope, depth and coverage. Don’t believe everything you read. Try to verify accuracy and validity of information.
Presented by: Martin Zeller Date: September 24, 1999
Page Headline
Page Subhead, if needed Simply COPY everything on this page, select NEW SLIDE…, then paste this page onto the new slide. Delete this page when you’re totally finished with the presentation. • Bullet One
• Bullet Two • Bullet Three
Presented by: Martin Zeller Date: April 3, 1998