Carolina Launch Pad Fall 2009 by pptfiles

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									Business Research Finding Industry and Competitive Information A Guide to Selected Sources
David Ernsthausen and Rita Moss Librarians at the Kenan-Flagler Business School and University of North Carolina, Davis Library respectively have created this handout and a web page especially for the Carolina Launchpad program click on the link or go to http://www.lib.unc.edu/coursepages/Rita/carolinalaunchpad/index.html The UNC resources listed are accessible via the campus network and most are available from off-campus. Off campus users will be asked to authenticate themselves, by entering their UNC ONYEN user ID and password, for the first request of a restricted resource in a browser session and will issue a cookie valid for the duration of the browser session. If a database or web site will not accept your ONYEN it is probably safe to assume that neither Kenan-Flagler nor UNC have a subscription.

1. NAICS Codes: a basic tool you'll need to use
The first step is to select and define the industry or industries you are interested in. Then begin research on direct, indirect and potential competitors within your market. What are NAICS Codes? NAICS codes are numbers that classify industries (i.e. business activities, like types of manufacturing and services).  NAICS codes are hierarchical -- the longer the number, the more detailed the industry.  NAICS codes are up to six digits long.  NAICS is the modern version of the old SIC structure.  Details on NAICS What are NAICS codes used for?  To find competitors.  To find customers  To find industry information and data.  To find financial ratios. Finding NAICS Codes: For industries (search for the industry name): NAICS Search & Browse (Census) http://www.census.gov/naics/2007/NAICOD07.HTM Use the 1997 NAICS and 1987 SIC correspondence table http://www.census.gov/epcd/www/naicstab.htm to match NAICS codes to SIC (Standard Industrial Classification) codes For U.S. companies search for the company name in most of the databases we subscribe to that have company profiles or company financial information such as: Reference USA, Capital IQ, Orbis, Osiris, NetAdvantage, or Corporate Affiliations Examples of NAICS codes: 51 Information 513 Broadcasting and telecommunications

5133 Telecommunications 51332 Wireless telecommunications carriers (except satellite) 513322 Cell phones and cell phone service

2. Industry & Market Analysis
Begin with... IBISWorld Industry Reports Provides 25 to 45-page industry reports for all 5-digit NAICS codes -- over 720 industries. Each report covers segmentation, market characteristics, industry conditions, key factors, industry performance, outlook, and more Mintel Reports Provides full-text market and consumer research reports. Users must create an account with their UNC email address and agree to their restrictions but this database is quite good for consumer product industry reports for the United States and the United Kingdom. Most of the reports cover market drivers, market share, size, structure, segmentation, trends, consumer expenditure and spending patterns, psychographics, forecasts, and company and brand profiles. Some of the reports include Simmons and ACNielsen data. Standard & Poor’s Industry Surveys (Via NetAdvantage) generally very broad industry classifications. Each survey covers trends, major players, and financial ratios for individual companies as well as industry averages. Also has section “How to evaluate a company in …” section that tells you which ratios are important to the industry. TableBase Source articles on a industry, company and product that contain tables of market share, or other rankings. A good source to find macro-industry data in graphic format so it is good for industry size and growth rate information. Gartner.com Web Portal Gartner is a premier research and advisory firm for the Information Technology industry. As a Core Research Client, UNC-Chapel Hill has access to thousands of up-to-date Executive Summaries on core technology topics written by over 700 Gartner analysts. Special Note: Documents containing the code MS are not included in our subscription. Economic Census http://www.census.gov/econ/census02/ Conducted every five years (years ending in -2 and -7), the Economic Census provides detailed geographical breakdowns and more detailed data, including: number of establishments in an industry, number of employees in an industry, payroll in an industry, total sales in an industry sales by type of product in each NAICS code other specialized data for each industry U.S. Data http://www.census.gov/econ/census02/guide/SUBSUMM.HTM Find the appropriate sector. Then select any of the PDF links for that sector (ex. "Product Summary" or "Establishment and Firm Size"). Then look up your specific NAICS code to find the detailed data for your industry. State, County, & City Data http://www.census.gov/econ/census02/guide/geosumm.htm Use the pull-down menu or the map to select a state. Data for counties, places (cities), and metro areas is also available for the 3 to 6-digit NAICS data.

Data Sets from American FactFinder http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ECN&_submenuId=dat asets_4&_lang=en Use this site for more advanced needs, like comparing industries or geographical areas. You can also download data into a spreadsheet. Use the "Filter data sets" link to get the most options. County Business Patterns http://censtats.census.gov/cbpnaic/cbpnaic.shtml Tells you how many companies exist in your industry in a certain country, zip code, or MSA. Also covers the employee size of those companies. Organized by NAICS code. Bureau of Labor Statistics http://www.bls.gov/ Provides employment and productivity overviews of 12 industry subsectors. http://www.bls.gov/iag/home.htm Euromonitor GMID A great source for analysis and statistics on industries, markets, and countries from Euromonitor. GMID contains historical data starting in 1995 and 5 years of forecasts of market size (units and value) data for 330 consumer products in 52 countries. More than 1 million historical and forecast economic, demographic and marketing statistics from 1977 to 2016. Historic and forecasts of consumer lifestyle statistics including disposable income, consumer expenditure trends, eating and drinking habits, home ownership statistics and health data for 71 countries. Key political and economic indicators for 205 countries. More than 4,500 industry and market reports on global and country levels. Alacra Wiki: industry overviews and links to resources www.bizstats.com free and good for financial comparisons by industry category – good for the pro forma projection phase www.bizminer.com must pay a fee for their reports but good industry related statistics www.MarketResearch.com full text of more than 600 brief to medium length key market research studies and MarketLooks reports from over 350 leading research organizations. For universities, the reports are usually released one year from date of original publication and cover a range of business-related subject areas. www.zapdata.com/zapmarkets/ this is a great source for industry reports and free market research from Dun & Bradstreet www.forrester.com Research company selling analyst reports covering multiple technology subjects. Searchable. But only a few reports are free. www.jupiterresearch.com Yet another technology based researchable website but for a fee. Recently purchased by Forrester. www.idc.com Research company selling analyst reports covering multiple technology subjects. Searchable. Abstracts are free. www.aberdeen.com Research company selling analyst reports covering multiple technology subjects. Searchable. Some reports are free.

3. Competitive Analysis
Company Information
ORBIS Contains information on over 58 million companies: For the 50,000+ publicly quoted companies, the nearly 30,000 banks, and more than 8,000 insurance companies Information includes: typical directory facts, detailed or summary financial and ownership information, a list of subsidiaries, names and titles for executives and directors, and more. For the privately held companies summary information includes much of the information that is included for the public companies except for the financial information. Osiris contains information on more than 55,000 listed (publicly traded) companies, banks and insurance companies from 125 countries around the world. In addition to the income statement, balance sheet, cash flow statement and ratios. OSIRIS provides, ownership, subsidiaries, ratings (from the top 3 agencies: 19 ratings are available), earnings estimates and some stock data. Investext Plus Contains the full-text, including tables, charts and other graphics, of industry and company reports written by analysts from over 700 of the world's investment banks. There are currently over 700,000 reports dating back to 1996 with over 5,000 reports each week. Reports are generally added 1 to 2 weeks after initial publication. ReferenceUSA Covers 14 million U.S. companies. Companies can be searched by location, industry name, SIC or NAICS codes, sales, number of employees, and more. Search results can be downloaded. SEC’s Edgar’s Database www.sec.gov for quarterly and annual and other reports that all publicly traded companies in the U.S. must file with the Securities and Exchange Commission. SEC Info http://www.secinfo.com/ A very nice interface for searching the SEC's Edgar filings database of 10-Ks, proxy statements and other reports public companies must file with the SEC. You must register to retrieve the filings. Capital IQ allows users to search for and screen for in-depth information on companies, investment firms, corporate professionals, and transactions in both the public and private capital markets by a very wide range of company identification data, financial statement data, executive's biographical characteristics, and deal or transaction specifics. Special Note: only available to professors and MBA students at UNC. All MBA students should have received an email from Capital IQ with their username and password. Other students would have to submit your request to Randy Myer and he will get you the printout. Many folks in the investment world consider this to be one of the best databases in the world for company data. Manta: A quick company lookup and probably best one for private companies, includes basic company info (address, estimated revenues, employees) www.thomasregister.com Provides company and product information from 170,000 manufacturers. www.business.superpages.com Run by Verizon but can be useful for finding local businesses by yellow page category in a specific city

www.hoovers.com Provides summary, financial information and identifies competitors for public and private companies. Much more additional information available to subscribers or on a pay per report basis, including D&B reports, Lexis/Nexis, and more. www.corporateinformation.com A good site for researching a company or industry. Don’t be scared off by the registration process

4. Consumer Markets
U.S. Census Bureau State & County Quick Facts http://quickfacts.census.gov/qfd/ Part of the Census web site. Good for quick look-ups. Provides both 2000 Census data and the 2005 American Community Survey (ACS) data. American FactFinder http://factfinder.census.gov/home/saff/main.html?_lang=en The more detailed portal to Census and ACS data. Mintel Reports Provides full-text market and consumer research reports. Users must create an account with their UNC email address and agree to their restrictions but this database is quite good for consumer product industry reports for the United States and the United Kingdom. Most of the reports cover market drivers, market share, size, structure, segmentation, trends, consumer expenditure and spending patterns, psychographics, forecasts, and company and brand profiles. Some of the reports include Simmons and ACNielsen data. Euromonitor GMID A great source for analysis and statistics on industries, markets, and countries from Euromonitor. GMID contains historical data starting in 1995 and 5 years of forecasts of market size (units and value) data for 330 consumer products in 52 countries. More than 1 million historical and forecast economic, demographic and marketing statistics from 1977 to 2016. Historic and forecasts of consumer lifestyle statistics including disposable income, consumer expenditure trends, eating and drinking habits, home ownership statistics and health data for 71 countries. Key political and economic indicators for 205 countries. More than 4,500 industry and market reports on global and country levels. SimplyMap a web-based mapping application that enables users to quickly and easily create professional-quality thematic maps and reports using extensive demographic, business and marketing data. www.srds.com Provides information regarding advertising: demographic, lifestyle, and consumer segment profiles; print and broadcast rates and planning tools. Special Note UNCChapel Hill Davis Library has many of the company’s publications in print See Business Research Resources A SEARCHABLE and SORTABLE list for listings.

5. Consumer Spending
Consumer Expenditure Survey http://www.bls.gov/cex/home.htm The ultimate source for most U.S. consumer spending data. The Survey collects data on the "buying habits of American consumers, including data on their expenditures, income, and consumer unit (families and single consumers) characteristics." The tables on the homepage provide the most detailed data.

6. Other Resources
Business Plans
Business Plans Handbooks http://www.referenceforbusiness.com/business-plans/ Provides hundreds of full text sample business plans. Many were successful (and just had the name and city changed for this database). Bplans.com http://www.bplans.com/sample_business_plans.cfm "Bplans.com contains the largest single collection of free sample business plans online." brs Center for Business Planning http://www.businessplans.org/businessplans.html

"This library of business plans includes entries in the Moot Corp® Competition at the University of Texas. The judges (venture capitalists) selected these plans as representing the best in business strategy and presentation". Business Ratios & Industry Norms
Learn about the average financial performance in your industry. RMA Annual Statement Studies: Financial Ratios Benchmarks Ask at Davis Reference Desk. Provides 40 performance indicators for 340 products and services, organized by NAICS code. Provides five years of data. Almanac of Business and Industrial Financial Ratios Davis Reference HF5681.R25 T68 (Bay 7) The Almanac provides 50 performance indicators for 192 industries, organized by NAICS code, provides the most ratios per industry of any ratio source.

Management Biographical Data
Google is one source to get articles once you have the names of the management team. Reference USA, Capital IQ, Orbis, Osiris, NetAdvantage, and Corporate Affiliations are all databases that we have access to that will have names and some biographical information of at least some of a corporation’s executives. Other places to look include: https://find.intelius.com/all-products.html good source for finding information about people but not their business resume unless you go Business People search tab and pay for the information. http://www.linkedin.com/search not great but getting more and more business people. You have to join to use it but there is probably no risk to enrolling.

Patents & Trademarks
Resources for helping you protect your intellectual property. U.S. Patent & Trademark Office http://patft.uspto.gov/ World Intellectual Property http://www.wipo.int/ipdl/en/

Industry Trade and Professional Associations
Industry, Trade and Professional Associations are a highly recommended source of information if you can get them to talk to you. They often will stonewall you if you are not a member of their

association. If they do, you will need to network your way to a member and then ask them for their help. ASAE Gateway to Associations Directory at http://www.asaecenter.org/Directories/AssociationSearch.cfm?navItemNumber=16581 Another possible source for associations is ThomasNet at http://news.thomasnet.com/associations.html National Association of Manufacturers www.nam.org a good example of an association web site contains info on operational and manufacturing issues. Some of these resources may require a subscription which neither UNC-Chapel Hill nor Kenan-Flagler Business School has.

Non Classified Links
Harvard Business School Publishing: great source for specific companies or industry pieces if there is a case study or article written about your industry. Randy has access so you will need to give him the specific company and product name of your competitors. www.business.com Another good business search engine. www.smallbusiness.dnb.com good one for private businesses but does cost $9.95 per report www.wikipedia.com Mostly general topics but if you go to the Technology section or one that might apply to you, you might find something. Not a great source, but look for wikipedia articles with citations to material outside wikipedia. www.googleblog.blogspot.com/ Check the right column to find blogs by industry category. Remember these are non-edited pieces so take them with a grain of salt. Try the Search function to find company info. www.northernLight.com Excellent business search engine. Nominal cost for some articles. www.inc.com Has a tremendous number of resources under the Research tab. Look under the “Find Businesses” or “Writing a Business Plan/Market Research or Databases We Love” link. Several of them, like Galileo Internet Resources, will lead to several other valuable research web sites like http://www.dfj.com This page from Draper Fisher Jurvetson, a venture capital firm, has sources of legal, engineering, general management www.ft.com The Financial Times has a searchable database of articles from its own publication and others. www.adage.com The online version of the advertising industry trade magazine, searchable archive of articles and special reports concerning marketing and marketing companies. www.stat-usa.gov This Department of Commerce provides many general economic statistics. Special Note Access in Davis Library only. Ask staff at Davis Reference Desk to enter the username and password for you.

http://www.nationmaster.com/sources.php Good database of international statistics

7. Finding Articles
Business Source Premier This database provides Indexing, abstracting and the full-text and/or “page image” PDF files of articles from for nearly 8,800 serials. Business Source Premier generally covers back to 1965 (or the first issue published of a journal) topics covered include: marketing, business, management, economics, banking, finance, accounting and much more. In Addition there is full text, non-journal content that includes market research reports, industry reports, country reports, company profiles and SWOT analyses. Factiva Search the full-text of articles and news from a more than 10,000 newspapers, magazines, trade journals, and broadcast media from over 150 countries in 22 languages. Special Instructions: Please note that only FIVE users may access this resource simultaneously. So when you are finished, please exit Factiva by clicking on the "logout" link in the upper right-hand corner of the screen. LexixNexis Academic great for finding articles from more than 7,000 newspapers and transcripts of broadcast news programs from radio and television news sources, including the New York Times, Wall Street Journal, and the Financial Times. Wall Street Journal (Via NCLive & ProQuest Company) search for articles in the Wall Street Journal

Non-Web Sources
Local SBDC (in Chapel Hill called SBTDC) has a librarian and often may have small business information both locally and nationally. Call them at 962-0389. Economic Development Agencies are generally state, county or local quasi-governmental entities that are meant to help local business people with starting or relocating a business. Sometimes Economic Development Agencies are organized by ethnic or demographic category. Can best be reached by calling local government offices with economic or business name in their agency title. SCORE (Service Corp of Retired Executives) www.scn.org/civic/score-online/ is comprised of 12,400 volunteers and a local organization that offers counseling from specific individuals with relevant industry experience to small businesses. Good place to find an industry consultant and generally not for a fee initially. The above resources can also be accessed using the sites: http://eresources.lib.unc.edu/eid/subject.php?subjectName=Business A subject guide is available http://www.lib.unc.edu/reference/subjectguides/business/index.html

Kenan-Flagler Business School web pages: http://specials.kenanflagler.unc.edu/research/Pages/default.aspx If you have any questions please feel free to contact : David Ernsthausen Telephone: 962-8749 OR Rita W. Moss Telephone: 962-1151 Revised: Office: E-mail: Davis Reference Dept. moss@unc.edu Office: E-mail: McColl Building 4502 David_Ernsthausen@unc.edu

10/16/2009


								
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