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Statistics for Business Planning

Statistics for Business Planning. Accessing Canadian data for industry, market and financial analysis Special Libraries Association Conference - June 8, 2005 Presented by Peter Lys, Director General, Business and Trade, Statistics Canada. Agenda. 1) Overview of Key Macroeconomic Indicators

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Statistics for Business Planning

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  1. Statistics for Business Planning Accessing Canadian data for industry, market and financial analysis Special Libraries Association Conference - June 8, 2005 Presented by Peter Lys, Director General, Business and Trade, Statistics Canada

  2. Agenda • 1) Overview of Key Macroeconomic Indicators • 2) Statistics for Business Planning • 3) Overview of Free/Cost Recovery Data/Services

  3. The “Daily” • Free,automated subscriptions to all or by 26 subjects, for example: • Business enterprises • Communications • Construction • Energy • Environment • Labour • Manufacturing • National accounts • Prices and price indexes • Science and technology • Trade • etc.

  4. CANSIM • On-line Data Warehouse • Detailed Time Series data • Wide range of macroeconomic and socioeconomic subjects • Cost recovery service through our website

  5. 2) Statistics for Business Planning • a) Industry size growth and employment • b) Market size, characteristics, location • c) Financial Analysis

  6. a) Industry Analysis • How big is the industry your business operates in? • How big are the businesses that compete in your territory? • How fast is the industry growing?

  7. There are different ways to measure industry size and growth… For example, industries can be measured by: • Total sales in the industry • Number of businesses in the industry • Total employment in the industry

  8. Data used for Industry Analysis Canadian Business Patterns Labour Force Survey Census

  9. Canadian Business Patterns Variables • Number of establishments by: • Industry: by NAICS codes (2,3,4, +6 digit) • Employee size ranges (8)

  10. Canadian Business Patterns Geography • Standard tables available for Canada, the provinces, Census Divisions (e.g. regional gov’t) and Census Subdivisions (municipalities) • Custom tables available for Census Tracts and Dissemination Areas

  11. Sample Data by Employee Size Range -Canadian Bus. PatternsConstruction-Hamilton CMA

  12. Where to find CBP data? • www.statcan.ca or call 1-800-263-1136 • The Daily – Tues. September 28, 2004 • CDROM available through Regional Offices

  13. Measuring Employment in an Industry Major Sources of Employment data by Industry • Labour Force Survey • Census of Population

  14. Where to find Labour Force Survey data? • www.statcan.ca – Canadian Statistics module • The Daily –first Friday of the month has data from previous month • CANSIM tables 282-0001 to 282-0042 and 282-0047 to 282-0095 • 1-800-263-1136

  15. Census of Population • Conducted every 5 years • Unlike monthly Labour Force Survey, provides employment data by detailed industry and for small geographic areas (e.g. municipalities, neighborhoods, etc.)

  16. Where to find Census data? • www.statcan.ca– Community Profiles module • www.statcan.ca– 2001 Census module • Large Public and University Libraries • Toll Free:1-800-263-1136 • Regional Offices for more detailed and custom data

  17. b) Market Analysis • Market Size • Market Characteristics • Market Location • Exports/Imports

  18. Popular Sources used for Market Analysis Survey of Household Spending (SHS) Census of Population Small Area Administrative Data (SAAD) Canadian International Merchandise Trade

  19. Survey of Household Spending (SHS) • This survey collects information about expenditures by households in Canada on over 250 separate goods and services including another 100 groups of items • Contains data on dwelling characteristics and ownership of household equipment

  20. Survey of Household Spending • Spending categories include: • Shelter expenses • Furnishings & Equipment • Communications • Child Care • Food & Alcohol • Clothing • Transportation & Travel • Others….

  21. SHS Tables • The expenditure information is cross tabulated by… • Geography (selected CMA’s) • income quartiles • tenure (own / rent) • household type (family structure) • size of area of residence (urban / rural)

  22. Where to find SHS data? • www.statcan.ca • The “Daily” – Dec. 13, 2004 • Spending patterns in Canada Cat. No62-202-XIE. • CANSIM • 1-800-263-1136 • Customized tables through Regional Offices

  23. Example: Survey of Household Spending Market Size - Ottawa (CMA) Pet Food $110/household = A Estimated # of households 320,050 = B Estimated Sales = A x B = $35,205,500

  24. Market Location Analysis • Find / Analyze Target markets using variables from: • Census Data • Small Area Administrative Data age sex income

  25. Census • Provides data for small geographic regions such as neighbourhoods (Census Tracts), Forward Sortation Areas, and Dissemination Areas

  26. Census Variables by Topic • Population and Dwelling Counts • Age, Sex and Marital Status • Ethno-cultural, language, religion • Income • Labour force • Family and Households • Education • Mobility and Migration

  27. Small Area and Administrative Data (SAAD) • Because SAAD data are based on the post office areas, it is especially popular for use with direct mail campaigns. • The database contains economic and demographic information based on personal income tax returns (aggregated data stripped of all identifying information)

  28. Small Area Admin.Data: Variables • Financial and Family Data • Income and Sources of Income • Charitable Donations • Age • Sex • Family Structure

  29. SAAD Geography • SAAD data available for small areas by Canada Post geographies: • Forward Sortation Areas (e.g. B3H) • Letter Carrier Walks • Rural 6-digit postal codes

  30. Forward Sortation Areas in Toronto

  31. Letter Carrier Walk Geography K1R K1R5S1 K1R5S2 K1R5S3 K1R5T4 K1R5T5 K1R5T6 K1R5T7 K1R5T8 K1R6E2 K1R6E3 K1R6E4 K1R6E5 K1R6E6 K1R6E7 K1R6E8 K1R6E9 K1R6G1 K1R6G2 K1R6G3 K1R6G4 K1R6G5 K1R6J7 K1R6J8 K1R6J9 K1R6K1 K1R6K2 K1R6K3 K1R6K4 K1R6K8 K1R7A1 K1R7A2 K1R7A3 K1R7N3 K1R7Y9

  32. Example: SAAD for Target Marketing A retailer planning a direct mail campaign targeting areas with large concentrations of high income males in Calgary

  33. SAAD - Example RESULTS: By mapping the data 3 FSAs stand out: T3A, T3H and T2W

  34. SAAD Benefits Lower the direct mail costs by avoiding those areas with low numbers of potential customers Can further fine- tune beyond the FSA level by extracting only those letter carrier walks with high concentrations of the target market

  35. Where to find SAAD data? • www.statcan.ca – some data tables available on CANSIM (higher geography) • Custom extractions through Regional Offices

  36. Canadian International Merchandise Trade • Import and Export Data by month, by country • Widely used for analysis of Export markets and estimates of potential Import Substitution.

  37. Example: the Export Market

  38. Example: Imports from all Countries

  39. Where to find import/export data? • www.statcan.ca – data available in Canadian Statistics, on CANSIM and through the Canadian International Merchandise Trade module • 1-800-263-1136

  40. c) Financial Analysis • How does your firm’s finances compare to the industry as a whole? • What are the operational characteristics of profitable vs. unprofitable firms in an industry?

  41. Selected Data used for Financial Analysis Small Business Profiles (SBP) Financial Performance Indicators (FPI)

  42. SBP Small businesses only - under $5 million revenue reports for total, incorporated, & unincorporated businesses 2,3,4, & 5 digit NAICS coded industries Percent of total revenue and thousands of dollars formats One year of data per report FPI All business sizes: small, medium and large Only incorporated businesses Selected industries / industry groups – NAICS coded Financial ratios and balance sheet structure formats Industry ranking tables – enter your data to compare your firm Three years of data on CD-ROM Small Business Profiles vs Financial Performance Indicators

  43. Financial Ratios Using income statements and balance sheet information businesses can calculate: Liquidity Ratios Solvency Ratios Profitability Ratios Efficiency Ratios

  44. Financial Performance Indicators • Financial ratios provide a means of creating financial report cards, assessing business risk and market viability • Particularly useful for Business Plans

  45. FPI CDROM feature, Example for Hypothetical Boat Builder

  46. Where to find FPI data? • CD-ROM product available from Regional offices • Cat. No. 10-3010XKB • Custom data available from Regional offices

  47. 3) Free vs. Cost Recovery Products and Services

  48. Free Website: www.statcan.ca • “contact us” box • The “Daily” (including automatic subscriptions by subject) • Many Internet publications/articles • Canadian Statistics Module • Community Profiles Module • 2001 Census Module (higher geography)

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