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Library Resources for Market Research
Mary Buelow, Head of Reference and Adult Services
Hedberg Public Library316 S Main St
Janesville, WI 53545(608) 758-6581
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Find Information On:
Your competition
Your field or industry
Your markets
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Your Competition
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Reference USA
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Reference USAPrint and Download Limits
• 50 at a time from a library computer
• 10 at a time from a home computer
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Search Reference USA for
• Competitors
• Suppliers
• Clients and prospects
• Lost addresses and phone numbers
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To Access Reference USA
• Go to the Hedberg Public Library’s website
at www.hedbergpubliclibrary.org
• Click Research Tools
• Then Research Databases
• Select Reference USA
• Type in your library card number
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Other Sources for Researching Competitors:
• Wisconsin Business Directory
• Wisconsin Manufacturers Directory
• Wisconsin Services Directory
• Illinois Manufacturers Directory
• Illinois Services Directory
• ThomasNet
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Your Field or Industry
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Business Classification
• A “Dewey Decimal” system for companies
• Two major systems in use
– Standard Industrial Classification System (SIC)
– North American Industry Classification System (NAICS)
• Many databases and directories arrange listings by SIC or NAICS
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Our Janesville Florist example
• SIC Code for Florists is 5992
• NAICS Code for Florists is 453110
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Some classification categories can be very broad
• SIC 5812 “Eating Places” includes coffee shops, restaurants, caterers, institutional food service establishments
• SIC 7299 “Miscellaneous Personal Services, Not Elsewhere Classified” includes genealogical investigations, dating services, buyers clubs, tattoo parlors
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It is important to understand exactly what your
SIC or NAICS classification represents!
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RMA Annual Statement Studies
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Financial Ratios
Help you analyze a financial balance sheet
or estimate future benchmarks
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Small Business Sourcebook
Resources for more information
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“Society of American Florists”
Growers, wholesalers, retailers, and allied tradesmen in the floral industry. . .provides business resources. Sponsors Floricultural Hall of Fame . . . Compiles statistics; sponsors competitions.
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Periodical Articles
EBSCOhost Business Source Premier
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EBSCOhostBusiness Source Premier
• Available to all Wisconsin residents through BadgerLink www.badgerlink.net
• Also available on the Hedberg Public Library’s Research Databases page
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Your Markets – Part 1
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First, think about the categories of people and/or organizations who would purchase your product or service.
Second, research those categories of people. Are there enough potential customers to support your business?
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Potential Customers For Florists
• Purchasers are adults
• Purchasers have disposable income
• Flowers are given as gifts to adults within a specific geography
• Floral displays purchased for special events within a specific geography
• Floral displays purchased by “upscale” companies or organizations to impress their customers
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United States Census
• Decennial Census. Taken every ten years to collect information about people and housing in the US
• American Community Survey. Ongoing survey that provides data about your community every year
• Economic Census. Profiles the US economy every five years.
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What is NOT in the Census
• Anything that would allow you to identify information for a specific individual.
• Name files are closed for seventy years.
• If data for a census block or census tract allows you to guess data for a specific individual, that data will be suppressed.
• The Census is confidential!
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Reprinted Census Data – Why?
• Some publishers select data and arrange in a format that is easier to use
• Some combine census data with data from other sources
• Some add data analysis
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Your Markets – Part 2
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Sourcebook of ZIP Code Demographics
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From the Introduction to the 2009 Edition
• Statistical updates are converted and extrapolated from Acxiom, Post Office delivery stats, residential construction stats from Hanley Wood Market Intelligence, and others
• Income statistics are for the 2008calendar year.
• Spending potential indices derived from Consumer expenditure surveys (2005 –2006)
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From the Introduction(continued)
• Projections for 2014 assume continuation of current rate of inflation (2.9%)
• Risk that the projections are inaccurate is inversely related to the size of an area. The smaller the area, the greater the risk.
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Spending Potential Indices
• Are only meaningful when compared to a percentile scale
• The percentile scale can be found in the book’s introduction
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Our Janesville Florist example
• No spending potential for “flowers” so we will use “Entertainment-Fees and Tickets” instead.
• Spending potential for “Fees and Tickets” in ZIP 53545 is an index number of 100
• Median “Fees and Tickets” index number is 66. At the median index, half of ZIP codes spend more, half spend less.
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Janesville Florist example (continued)
• 75th percentile “Fees and Tickets” index number is 95. At the 75th percentile, 25% of ZIP codes spend more, 75% spend less.
• 90th percentile “Fees and Tickets” index number is 140. At the 90th percentile, 10% of ZIP codes spend more, 90% spend less.
• ZIP 53545, with index number of 100, is in the top 25% but not in the top 20%.
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Your Librarians are Here to Help!
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Working With Your LibrarianHelp us help you!
• Ask for help
• If you are looking for specific information, ask specific questions.
• Some searches take time. Avoid tight deadlines.
• Tell us when to stop!
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Mary Buelow, Head of Reference and Adult Services
Hedberg Public Library
316 S Main St
Janesville, WI 53545
(608) 758-6581
ACCELERATE YOUR BUSINESS PLAN
MARKET ANALYSIS RESOURCES IN ROCK COUNTY LIBRARIES