Presentation Template

1
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 E N G I N E E R I
N G T E C H N O L O G Y
T R A N S F E R C E N
T E R A N A S A R E G
I O N A L T E C H N O L
O G Y T R A N S F E R
C E N T E R h t t p / / w w w . u s
c . e d u / g o / t t c
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What Comprises Industry Research?

• Whos 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?
• RD, patents, product introductions

Presented by Martin Zeller Date September 24,
1999
3
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 companys strengths relative
  to others

Presented by Martin Zeller Date September 24,
1999
4
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
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Free Information Is it really free?

• Dont 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
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Search Interface for Thomas
Register Company Information Source on the Web

Presented by Martin
Zeller Date September 24, 1999
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Sample Record from Thomas Register
Company Information Source on the Web

Presented by Martin Zeller Date September 24,
1999
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Sample Record from Thomas Register Company
Information Source on Fee-Based
Service DIALOG(R)File 535Thomas Register
Online(R) Baxter Cardiovascular Group 17221
Red Hill Ave. Irvine, CA 92619-5686 USA
TELEPHONE [phone] OTHER 800-424-3278
LOCATION U.S.-SOUTHWEST COUNTY ORANGE CMSA
4472 LOS ANGELES-ANAHEIM-RIVERSIDE ADI 013 LOS
ANGELES (BARSTOW,CORONA SAN BERNARDINO-ONTARIO)
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)
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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
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Whats 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 Consult a
librarian with special expertise in business
resources

Presented by Martin Zeller Date September 24,
1999
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Whats 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 Consult a business librarian

Presented by Martin Zeller Date September 24,
1999
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Whats 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 associations
research department or library

Presented by Martin Zeller Date September 24,
1999
13
Whats 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
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Whats 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
15
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
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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. Dont
believe everything you read. Try to verify
accuracy and validity of information.

Presented by Martin Zeller Date September 24,
1999
17
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 youre totally finished
with the presentation.

• Bullet One
• Bullet Two
• Bullet Three

Presented by Martin Zeller Date April 3, 1998