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Business Research @ Your Library. Amy J. Lee Business Resource Coordinator Canton Public Library. What Is Your Target Market?. Identify Your Industry Identify Your Competitors Identify Your Competitor’s Customers Identify a Site For Your Business. Identify Your Industry.
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Business Research @ Your Library Amy J. Lee Business Resource Coordinator Canton Public Library
What Is Your Target Market? • Identify Your Industry • Identify Your Competitors • Identify Your Competitor’s Customers • Identify a Site For Your Business
Identify Your Industry • Use Reference USA’s Custom Search to look for the NAICS code (North American Industry Classification System) in your industry or go to http://www.census.gov/eos/www/naics/ • Having trouble finding your code? Look up the name of a known competitor.
Identify Your Competitors After identifying your industry, identify the competition in your area
Locating Competitors Use the geography field to target cities, zip codes or metro areas
Locating Competitors Use the mapping option to search by zip code
Locating Competitors Use the ‘Define Radius’ option to search a target area
Competitor Characteristics Identifying an industry and location will provide a list of target companies target companies
Competitor Characteristics Things to look for: • Location • Business Size • Sales Volume
Competitor Characteristics Locate key info here!
Competitor’s Customers Information Needed: • What type of people are they trying to attract? • Hobbies, spending habits, etc. • Overall lifestyle traits • Other psychographics
Psychographics Psychographics are characteristics about groups of people, including their consumer lifestyle, specifically for market research.
Psychographic Characteristics Use Demographic Detail Comparison information to look at Census information and compare different geographies.
Mosaic Information Use the Mosaic Population Comparison to view the most common ‘Mosaic’ types in DemographicsNow
Mosaic Example • Mosaic is a consumer segmentation tool that describes American Consumers. • It is a household-based segmentation system that classifies all U.S. households and neighborhoods in 71 Unique Mosaic types and 12 groupings that share similar demographic and socioeconomic characteristics.
Choose ‘Create Custom Locations(s)’from the drop down menu under the Demographics tab. Site Prospecting
Use the Comparison menu to choose information regarding several categories of statistics and demographics
Retail Sales Potential Comparison is a helpful category for site comparison
DemographicsNow will give demographic comparisons of specified categories for 1,3, and 5 mile ranges from the chosen points (you can also choose drive times).
Choose the ‘Thematic Layer’ option to view the map with a color key