Statistical and Demographic
THE PILLARS OF BUSINESS
• An understanding of the service or
• A clear concept of who is the customer
• Understanding of the location where the
activity is taking place.
Working with your client
1. Understand the pillars as it is reflected by your client’s
2. Establish what will be the requirements expected of
3. Negotiate your requirements as necessary.
4. Avoid “moving goal posts”.
5. Set up regular meetings.
6. Do data gathering early.
7. Establish your Geography.
Working with Statistics
• “Currency” is a relative term.
• Statistics are driven by their geography.
• Popular statistics are just that; “popular”
• Acquiring statistics is much quicker and easier
that creating your own.
• Statistics are only as useful as your ability to
• Statistics depend on geography
You may be faced with a product or industry that you
know little about. While it may feel like a waste of time
getting an over-all understanding of the area you will be
working in but will pay off in the long run.
Periodicals and Magazines
Local information websites
Periodical articles: Data Base access
Full text and citation based:
Canadian Business & Current Affairs
CPI.Q (Canadian Periodical Index)
All full text:
Information on your Product or
Understanding the Product or the Service
In general we sell either a commodity or a service.
•We need to know how much, what cost, the profit ratio.
• We need to know production volumes.
• We need to know our competitors.
• We need to know what are the sources of our product.
Product commodity and service information
B.C. Manufacturers’ directory online
B.C. Stats. Economic statistics
B.C Statistical Bulletins (monthly topical
statistics: all topics)
Strategis The items
mentioned on this
Strategis page represent only
E-business the major locations
Performance plus for information.
Trade data online These sites deserve
Performance Plus is an on-line performance
benchmarking tool. It provides detailed
financial and employment data on more than
600 business sectors across Canada, including
more than 30 performance benchmarks to help
small businesses determine how they measure
up against their competitors.
NAICS classification outline.
Background to your customer
Demographics and the “Economic
1. The key elements of the demographics of a
customer are age, sex, and location.
2. Individual income, family income, and
expenditures are secondary elements.
3. Mobility, family structure, and dwellings can be
• Statistics Canada
• B.C Statistics
• Census Canada
Access to Library homepage
Access to Stats page
Statistics Canada home page
Statistics Canada does produce some buisiness
statistics that are available from their website search
tool or though “The Daily”
Canadian online statistics
B.C. Statistics home page
Regional socio-economic indicators
Selected B.C. Census Information
B.C. Stats Social Statistics.
Selected B.C. Demographic Information
The Census configuration
Census statistics come in three configurations.
1. Static tables
2. Tables that can change one or more variables
3. Data that can be manipulated to suit the users needs
Statistical Manipulation tools
Estat (articles, statistics and links to cansim)
Cansim (Census data micro level)
Beyond 20/20 Tutorial ( Census data)
City and regional
This gets you
a table of
This gets you data
that you can
The Geography of your Market
The Geography of Your Market
Your Client will have a market area in mind and it is
important that this area is matched with the areas that are
used for the collection of data and statistics.
• For example “the Okanagan Valley” may
mean include variety of areas
•What is meant by the “City of Kelowna?”
To have valid local statistics you must match your needs to
the geography that is used to gather your statistics.
•Some statistics may not be gathered at the
geographic level you require.
Census 2001 Geography
1. Community Profiles: Gives Maps of the Census
2. Geosearch: .
3. Reference Maps:
4. Thematic Maps:
Regional and provincial geography
Maps of Regions Within BC
Maps Displaying Data by Regions (Thematic
Local Statistical and Background
Economic development commission
Downtown Kelowna Association
HRDC Okanagan Valley
Kelowna Chamber of commerce
Economic Profile 2004 (Central Okanagan)
Statistics, Data, and Government