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How to Fish for and Catch Your Limit of Target Companies

Learn effective strategies and tactics to find and secure your target companies for business growth. Includes targeted account list plan, research plan, and networking plan.

michaelmyoung
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How to Fish for and Catch Your Limit of Target Companies

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  1. How to Fish for and Catch Your Limit of Target Companies By Tom Jackson Sale Fish Marketing 972.740.7367 ThomasJackson@ThomasJackson.Info www.linkedin.com/in/thomasjacksonjr (03-2015)

  2. Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.- Sun Tzu

  3. The Quest Need a Plan (aka Strategy & Tactics)! • Targeted Account List Plan • Research Plan • Networking Plan

  4. The Hunt

  5. Defining your Target Companies - In DFW or the Nation

  6. The 30-60-90 Day Plan • Do not boil the ocean • Do set priorities, keep score • Do not confuse Activities with Productivity • Do not repeat what is not working • Do keep positive • Do say thank you – when they so no • Do follow up • Do Help Others – Karma is a Good Thing

  7. DFW Fortune 500 DFW is the largest “home” for Fortune 500 Companies (…..well second to Houston by 1 company as of 2010)

  8. DFW Market By Industries DFW has a very diverse corporate landscape (Industry Markets as Identified by SIC and NAIC)

  9. DFW Market Landscape – by the Numbers 98.7% of Firms 68% of Payroll http://www.census.gov/epcd/susb/2006/tx/TX--.HTM

  10. Target your Industry – ie Telecom in DFW Ex: Telecommunications DFW Large Companies Spawn Smaller Companies >500 employees there are 62 Firms <500 employees there are 664 Firms Excellent source that breaks out each NAICS by employment growth http://www.census.gov/csd/susb/download_susb06.htm

  11. Small-Medium Businesses • Small business < 500 emp. • Medium business >500+ emp • 98+% of US Businesses are Small/Medium Business Source: US SBA, NSBA.BIZ

  12. Finding Your Targeted Companies - Small – Medium - Large

  13. Reference USA • Reference USA is a database of over 14 million US companies, both private and public. It is FREE TO YOU through MOST state libraries. • Keep in mind: • Company participation in the database is varies by state, in Texas you must participate when creating a business. • Some companies will be listed but not have their revenues posted • Some companies will have only their corporate office/location listed but not all subsidiaries – others will have every local sales office • Typical download is ~25 companies at a time to a spreadsheet. • For purposes of finding companies by Industry, there are no major differences in SIC and NAICS codes (NAICS are update SIC codes) • US Census Dept. maintains the data that is the database for RefUSA • Reference USA uses additional sources to update, add and maintain

  14. Targeted Accounts How Many are Too Many???? Two or Three HUNDRED! Focused and Targeted Companies One? or Two or Three?

  15. Targeted Accounts – How to Find Them? TACTICAL STRATEGIC

  16. Targeted Accounts Either Reference USA or Dun&Bradstreet is an excellent resource. FREE Typically FREE Through Outplacement Find a local library that allows you remote on-line access to the databases. You only need a Texas Drivers license to get a card – do not need to live in the town where the library is located.

  17. Targeted Accounts – Quick Start Go to the Library Home Page Search Under: • Digital Library • Research • Adult • Business The Library Reference USA link will take you to Reference USA where you can now logon using your Library card number/password

  18. Targeted Accounts – Quick Start Start your search here You are looking for a list of companies. Now what??

  19. Targeted Accounts – Quick Start Type former Employer’s Name The fastest way to find Focused/Targeted Companies is a Reverse Search. Enter the Company name you are interested in getting more information on.

  20. Targeted Accounts – Quick Start Select your company’s name from list. You may see the name listed more than once. You typically want to select the main office location to get the greatest amount of information.

  21. Targeted Accounts – Quick Start With your employer’s NAICS / SIC code number(s). Your can now enter these number(s) to get a list of ALL companies in that industry subset – this includes competitors!! Note: If more than one code, pick that one that it closest to your skills SIC NAICS

  22. Think of NAICS Hierarchy Like a Large Corporation CEO Acme, Inc Level 2 President Acme, Inc President Acme, Inc Level 3 VP Acme, Inc Level 4 Dir-Mkt Acme, Inc Dir-Engr Acme, Inc Dir-Sales Acme, Inc Mkt minion Acme, Inc Engr minion Acme, Inc Level 5/6 Sales minion Acme, Inc Mkt minion Acme, Inc Engr minion Acme, Inc Sales minion Acme, Inc Mkt minion Acme, Inc Engr minion Acme, Inc Sales minion Acme, Inc

  23. Targeted Accounts – Quick Start 1 2 4 3 • Go back main menu: • Click on Custom Search • Click on Business Type • Click on Keyword/SIC/NAICS • Click on Search All NAICS • Enter NAICS code 5

  24. Targeted Accounts – Quick Start Click on View Results to see a complete listing of Targeted Companies. Now you can go back and use the various filters to size the listing to something more managable.

  25. Targeted AccountsFilters: Geography By Adding the Geography Filter (DFW). The list went from 17,735 to 406.

  26. Targeted AccountsFilters: Business Size By Adding the Company Size (250-4999). The list went from 406 to 3. Note: Can have multiple filters

  27. ReferenceUSA will work for any Industry

  28. Targeted Accounts – Quick Start - RETAIL

  29. Targeted Accounts – Quick Start - RETAIL Some companies have numerous office, divisions, subsidiaries, etc. These are typically captured by the CORP TREE icon

  30. Targeted Accounts – Quick Start - RETAIL Public Company Subsidiary Company Branch The Corp Tree usually provides a complete list of every location.

  31. Targeted Accounts – Quick Start - RETAIL The other option is to select a major office or the corporate office.

  32. Targeted Accounts – Quick Start - RETAIL When you select a specific company, you will get a company bio. On the company bio is the Industry Profile with SIC(s) and NAICS(s) codes. Choose the code(s) that best suit you.

  33. Targeted Accounts – Quick Start - HEALTHCARE This methodology works for any company, industry or size.

  34. Targeted Accounts – Quick Start - HEALTHCARE

  35. Targeted Accounts – Quick Start - ENERGY

  36. Targeted Accounts – Quick Start - ENERGY

  37. Targeted Accounts – Quick Start - NON PROFITS Reference USA also is a source for non-profits

  38. Targeted Accounts – Quick Start - NON PROFITS

  39. ReferenceUSA will work for Research

  40. Reference USA – Search Main Custom Search Page When doing a search make sure to click on ‘Update Count’ to see how many total companies are being returned. There are 9 parameter to filter/search by. By using any number of these filters you can narrow your results to a targeted focused group.

  41. ReferenceUSADownload Report Detail Note: SIC/NAICS field go to 26 listings, EXECUTIVES information goes out to 50, PUBLIC FILINGS go out to 26

  42. ReferenceUSA – Downloading a Report From the Search Results page click Download • Select Excel • Select Detailed • Summary report is very basic- Custom report lets you select the info you want

  43. Ref USA for Market Research • “How to spice up that Interview”

  44. Reference USA – Market Research • Need to know if Ft. Worth OR Dallas has more IT/Network Companies. • Avaya is my “identifier” • Filter on City and Business Size

  45. Reference USA – Market Research <$100MM <$1MM With the SIC code in place for Avaya type businesses, Ft Worth selected as the City. Start selecting the Revenue ranges one at a time. Each time click on the <Update Count> button. Write down the Revenue Range and Count for each Revenue range you select. Repeat for Dallas.

  46. Reference USA for Market Research Using the Filter Page a table of Revenue by City for IT/Network Companies can quickly be created. It only takes a few more ‘clicks’ when collecting this data to capture the names and addresses of the companies counted in the table.

  47. Reference USA – Market Research Put data into Excel, cut and paste it into Power Point for a Graphical Representation of the market differences between two cities

  48. Nuance of Networking - Defining who you are and what you do

  49. Networking Digital Analog working

  50. Why Meeting People (aka Networking) Is Important Where the Opportunities Are • Networking (meeting people) remains the best way to find a job • Networking meetings are a great way to meet people and learn skills • Networking calls/coffees are the only way to really “know” people • IMPORTANT have your agenda and ask how you can help

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