New Venture Integrated Guide

Course #: BU121

Welcome to New Venture Integrated Guide. You may use it to prepare for your new venture projects and competition. It incorporates key information sources into one guide to help you conduct research on a new product or service, particularly focusing on those resources useful for finding "numbers" such as ratios, costs, sales, market shares and much more. It also includes resources on marketing, regulations and patents.

Industry Reports

Provides Canadian and US industry reports containing trends, statistics & analysis on market size, market share of major companies, industry growth rates, major market segments and key external forces affecting supply and demand within the industry. Enter industry keywords, NAICS code, or company names into the search box. You may browse by report collection by selecting the links listed under ‘Browse report listings’.
Provides industry reports and analysis including Porter's Five Forces analysis. Enter keywords into the search box and select "Industries" from drop-down menu.
Offers industry/market analysis and forecasting. Select an industry from drop-down "Industries" menu or enter keyword into the search box.
S&P NetAdvantage
Comprises of detailed surveys of U.S. industries. To access, click on the "Markets" tab at the top of the screen and select your industry under the Industries subheading or click on "Industry Surveys" under the Market Research subheading.
LexisNexis Academic
Contains select industry reports. On main page, click "Search by Content Type", then under "Companies", click on "Dossier(Company, Executive, & Industry)". Click on the "Industry" tab. Run a search by industry keyword or SIC code. Can also browse SIC code industry hierarchy. On Industry Overview page, click "Reports".
Thomson One
Covers global company and industry research and forecasts. Reports are from key brokerage firms and consultants. To search for industry reports, go to the "Screening & Analysis" tab --> "Research" --> "Research Search". You may search by SIC, NAICS or text. * Date default set to last 90 days. ** You must use Internet Explorer for full functionality of the database.

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Industry Financials/Statistics

Provides Canadian and US industry reports containing statistics on market size, market share of major companies, industry growth rates and key financial ratios. Enter keywords, NAICS code, or company names into the search box.
Canadian Industry Statistics
Presents and analyzes industry data on a number of economic indicators using the latest annual data sources from Statistics Canada.
Key Business Ratios
Industry benchmarking data for public and private companies featuring 14 key business ratios divided into three groups: Solvency, Efficiency and Profitability.
Financial Performance Indicators
Contains key financial ratios by industry groupings compiled from the North American Industry Classification System (NAICS 2007).
Captures industry averages and ratios. Click on the Companies/Markets tab on the top of the screen and then select Industry. Choose an industry.
E-Statement Studies
Contains composite financial data, including ratios, on major types of industries. Arranged by NAICS code, this work makes it possible to compare one company's performance relative to other companies in the same industry. Search for industries using either their name (or partial name) or by NAICS code.
S&P NetAdvantage
Key stats and ratios are included in industry profiles. To access, click on the "Market" tab at the top of the screen and select your industry under the Industries subheading.

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Company Profiles and Financials

  • Information on private companies is limited. You may find a profile, contact information, senior executives, brief business description, date of incorporation, and sometimes broad annual sales/revenue estimates that are self-reported.
  • Possible information sources on private companies:
    The company’s website
    LexisNexis Academic
    S&P NetAdvantage
    Hoover's Company Records (via ProQuest Entrepreneurship)
    Scott’s Canadian Directories
    Canadian Company Capabilities
  • Information on public companies is considerable and include everything from company profiles and history, financial statements, recent developments and much more.
  • Finding profiles and financials of public companies using the following key databases:
Mergent Online
Provides annual reports and company financials - i.e. income statements, cash flow statements. To run a company search, select the "Company Financials" tab > from the drop-down menu, select "Balance Sheet", "Income Statement", "Retained Earnings", "Cash Flow" or "All Sections" > click "Refresh". Adjust date range if needed. The data can be downloaded into Excel format.
Enter company name in search box > select "Companies" from drop-down menu.
LexisNexis Academic
Enter company name under the "Get Company Info" search then click "Go".
Includes financial information such as balance sheets and cash flow. Select "Companies/Markets" > "Company" and enter a company name or symbol. Select "Financial Results" to choose various financial statements for the company in question.
S&P NetAdvantage
Click on the "Companies" tab at the top of the screen and click "Companies" under the Search Profiles subheading.
Thomson One
Contains company and stock financials and analysis. Enter company name or stock ticker symbol in the search box then click the "Go" button.** You must use Internet Explorer for full functionality of the database.
Hoover's Company Records (via ProQuest Entrepreneurship)
Select "Full text from ProQuest Entrepreneurship" and then enter the company name into the search bar, or select "Browse by company". Once the desired company is located, select "Link to full text" to be directed to its Hoover’s company profile page.

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Company SWOT Analysis

Note: The following databases may include SWOT analyses for selected companies.

Thomson One
Click "Screening & Analysis" tab located at the top of the screen > Click Research > Enter the company name under Search Options > Select a date range (90 days by default) > Under More Options type SWOT beside Title > Click Search. Use Internet Explorer browser only for full functionality.
Enter company name > Select "Companies" from drop-down list > Click Search > Click on the company name on the results page > Click on SWOT Analysis under Table of Contents on the right side of the site.
SWOTs for selected international companies are available in the Global Company Profiles. Click on Companies tab, enter company name, and scroll down the left side of the screen on the Analysis page to find a SWOT analysis.
LexisNexis Academic
Click the arrow beside "Search By Subject or Content" above the red search box > Select "Company Profiles" under "Companies" > Click Advanced Options > Under Build Your Own Segment Search select COMPANY from the drop-down list > Type the company name in the brackets e.g. COMPANY (Apple) > Click on AND button > Select PUBLICATION from the dropdown list > Enter SWOT in the brackets e.g. PUBLICATION (SWOT) > Click Apply > Click Search.
Business Source Complete
Type company name on the first row > Select Co Company Entity from the drop-down list > Type SWOT Analysis on the second row > Click Search

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Market Share

Market Share Reporter
Provides some information on market share for Canadian products, companies and/or services but main focus is U.S. and International. Search by product, company name or industry classification codes.
Provides Canadian and US industry reports containing statistics on market shares of major companies. Enter keywords, NAICS code, or company names into the search box.
Provides data on market shares, brand shares and retail shares of companies and products globally or by country/region. Market share data is generally included in the "Market Data" section of industry reports.
Contains market share data of leading companies by industry. Market share data is found in industry reports, under "Market Segmentation".

Articles related to market share:

Search in the following databases. Use the company name AND the phrase "market share" or "brand share" when searching.

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Sales Forecast

Top Down Forecast

A top down forecast will provide an idea of your revenue potential, for instance, it may give you an indication of the market size and market share for your venture. Examining variables such as market potential and adoption rate will help you to arrive at a revenue estimate. The following are resources that can assist with finding these factors:

Location of your New Venture
Target Demographics (Market Size)
Census Profiles:
Get statistics for a particular province, region, city, or town. You may search information for neighborhoods by postal code.
2016 Census Profile
2011 Census Profile
Topic-based Tabulations (2011)
Find statistics a particular subject like age, family type, or language
Analytical Reports(2011)
Get brief analytical reports, based on either topic or geography
2011 National Household Survey(NHS) Profiles
Get statistics for a particular province, region, city, or town. Get information for neighbourhoods and search by postal code
NHS Topic-based Tabulations
Find statistics on a particular subject like immigration or ethnocultural diversity
NHS Analytical Reports
Get brief analytical reports, based on either topic or geography

Credits: The above data sources are compiled by Michael Steeleworthy, Data and Statistics Librarian.

Consumer Spending
Survey of Household Spending (SHS)
Connect to CANSIM --> Enter SHS into the search box --> Select a table from the list by clicking on the table number. Click on "Add/Remove data" tab to customize your report.
can be used to find articles that report on consumer spending behavior in surveys. Click on "Subject" --> under "All Subjects" expand "Content Types" --> click on "Surveys/Polls"--> Enter product name or related product type in the search form. Narrow by date, i.e. "in the last 2 years". Also, can narrow by geographic region. To do so, click "Region". Search or browse for country/province/city name. Click on specific region to add to search. When ready to search, click the search button.

Other tools you can use:

Bottom up Forecast

Examine variables such as number of leads, sales conversion rate, % of repeat sales and average selling price that will help you to arrive at a revenue estimate. The following are resources that can assist with finding these factors:

Primary Sources
The bottom up approach typically requires primary research. You may want to consider contacting or visiting stores/businesses in your target area.
Locate specific associations via Associations Canada. Association websites will often carry industry and consumer statistics. Tip: Deselect all resources except Associations Canada.
Scott’s Directories provides contact details for Canadian businesses. Select "Account Login" and log out when finished.
Secondary Sources
Industry Profiles
National industry reports and profiles are found in a number of key databases accessible from the Business subject Guide. Click on the Industry research tab. Useful for determining potential customer base.
ProQuest Business
can be used to find articles that include average retail or selling prices for your product. Start in the Advanced Search template and enter in your product name or product type in the search box, add the Boolean operator "AND" or the proximity operator "NEAR" then add "pric*". Example: (tablet NEAR pric*) or (tablet AND pric*)
It provides pricing information on selected industries. Connect to Passport -->click Industries tab at the top --> select an industry you are researching --> select Country Report under Analysis Finder --> select Geographies and click Go --> click on the titles that are relevant to your research --> click View Statistics under Related Statistics on the left side --> clicking green icon in the table for pricing information.

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Costs Estimation

Costs such as production, shipping and advertising can be very difficult to find because companies are not inclined to release this information and only publicly-traded companies are compelled to disclose some of it. Moreover, publicly-traded companies are not necessarily the best comparator for new ventures. Nevertheless, below you will find the steps to guide you through Industry Canada’s Financial Performance Data that allows you to benchmark your costs against smaller enterprises.

Using Financial Performance Data to benchmark your costs

Industry Canada’s Financial Performance Data can help start-ups by outlining the cost structure of businesses in your industry at different revenue levels. Here you can find information on small and medium-sized enterprises (SME) with annual revenues between $30,000 and $5,000,000. It can also help you project your costs as your business grows. Follow the steps below to create a customized report.

Report Criteria Selection

Step 1: Start on the Report Criteria page.

Step 2: Select the geographic market of your business. The default is Canada but you can select a province or territory.

Step 3: Select incorporation status. You have three choices – incorporated, unincorporated and all businesses - to make comparisons with the most appropriate group of businesses. Be aware that the financial information available varies by incorporation status. Read the FAQs for details.

Step 4: Select how you want the values to display: as a percentage of total revenue or in a dollar amount (1000s). Click Continue.

Industry Selection

Step 5: Select your industry. Businesses are grouped according to the North American Industry Classification System (NAICS) which uses a numeric code to classify industries. If you know the NAICS code, enter it in the text box. If you do not know your industry code, find it by keyword searching or browsing a list of valid codes. NAICS is hierarchical. The more detailed codes (5 or 6 digits) might provide the best comparison group for your business. However, the data available for more detailed classifications might be limited, so consider looking at a broader industry grouping of which your business is part. You can find out more about NAICS by visiting the Industry tab of the Business Subject Guide.

Step 6: Click Continue to generate your report. The reports include information on the entire industry, as well as comparison groups (both halves and quartiles) so that you can compare businesses closest in size (based on revenue level) to your business.

Export Report

Step 7: Click Export Report to Excel.

Add your Own Data

Step 8: Click “Add your data to the report” above Report details to enter your own Revenue and Expense item information. Your data will be displayed beside the industry averages in the report. This may help you project how the cost structure for your business may change as your business grows and revenue levels increase.

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Marketing Resources

Marketing Facts
Call Number: REF. HF 5415.12 C3 M36 2015, in the library - Reference Shelves. Canadian Marketing Association’s (CMA) annual compendium of statistics, analyses and trending information for both B2B and B2C marketers. Contains industries information including App technology sector, advertising/media expenditures, marketer benchmarks, channels/media (media reach, time spent, etc.), brand, segments, and much more.
It’s a leading cross-platform measurement company that measures audiences, brands and consumer behavior. The Insights section of the site is very useful which provides access to presentations, white papers, blog, videos, case studies and some datasets.
Interactive Advertising Bureau (IAB)
It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing 86 percent of online advertising in the US. Working with its member companies, the IAB develops technical standards and best practices and conducts research on interactive advertising. See the Research and Thought Leadership section for useful reports, case studies and data.
Mobile Marketing Association (MMA)
The MMA is the world’s leading global non-profit trade association comprised of more than 800 member companies from every faction of the mobile media industry. The Case Studies link and Research & Insights link are very useful.
Pew Research Center conducts public opinion polling, demographic research, content analysis and other data-driven social science research. The Internet & Tech section of the site includes resources on digital marketing: presentations, data, videos, etc.

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Regulations and Patents

A wealth of information from the MaRS library on regulations and legislation. Search by keyword regulations or legislation at the top right corner of the site or go directly to the dedicated pages: Regulations and Legal
A free resource on federal and provincial legislation provided by the Canadian Legal Information Institute. You may search by case name, legislation title, citation, etc.
LexisNexis Quicklaw
A Canadian electronic legal research database that provides court decisions from all levels of Canadian courts, provincial and federal legislation, news reports, journals, and legal commentary. Use search forms to target specific content types as well as search by case name, citation, or keyword.
Canadian Patents Database
A database provided by Canada Intellectual Property Office that lets you access over 100 years of patent descriptions and images. You can search, retrieve and study tons of full text patent documents.
Google Patents
Search and read the full text of patents from around the world.

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Finding Business Articles

The following databases allow you to search a great number of different online journals and other resources through one search engine. You may find full text articles, reports and other resources on your topic.

ProQuest Business
Combined search of ABI/Inform Global, ABI/Inform Trade and Industry, ProQuest Asian Business and Reference, ProQuest Entrepreneurship and more. These databases contain citations and abstracts for business and management publications, including scholarly, trade, popular and news titles, many of which are available in full-text or full-image. This resource also incorporates industry, company and market-focused reports.
Search with keywords related to your research. You may limit search to full text and filter by subject, geography, date, etc. located on the left side of the search results page. For search tips to use this database platform effectively see ABI Inform LibGuide.
Business Source Complete
Comprehensive database, with citations and full-text content, for leading business journals including scholarly, trade, popular and news titles. Also includes company profiles, industry reports, market research reports, SWOT analyses, PEST/PESTLE analyses and other information.
Search with keywords related to your research. On the search results page, click on Subject: Thesaurus Terms on the left side to filter your search by subject. You may also limit search to full text and filter by geography, date, etc. located on the left side of the search results page.
Scholars Portal Journals
A single-access search gateway to the full text of online journals published by several major academic journal publishers (Wiley InterScience, Springer Verlag, Kluwer, Elsevier Science, American Chemical Society, and the former Academic Press).
Search with keywords related to your research. Click the link to subject terms below an article title to find more articles grouped under a specific subject quickly.
Google Scholar
Allows users to search for scholarly articles, conference proceedings, and books. You can set up your own personal Google account and set Google Scholar preferences on your home computer. When off campus you will see "Get it @ Laurier" links to some of the contents on Google Scholar. It means you can search Laurier's journal subscriptions through Google. You don't have to sign in with your Laurier account each time.
A reputable full-text resource with news and business information drawn from worldwide sources, including Globe and Mail, Toronto Star and the KW Record. It also includes many full text articles from magazines and scholarly journals in all subject areas. Consult the Factiva LibGuide for search tips.
LexisNexis Academic
Provides full-text documents for international news, business, legal research, and key people in the news. Documents include newspapers, news transcripts, magazines, newsletters, company and financial reports, legal documents, medical resources, biographical information, American patents. To browse for articles from a specific publication, news and business topic, industry, or area of law choose "Sources" from the top menu.

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Citing Sources

Citing Sources
The Laurier Library provides guidance on citing in different styles (APA, MLA, Chicago, etc.) and by subject including government publications and data and statistics. You may watch tutorial on how to cite.
Business Citation Guide
Developed by business librarians at Bronfman Business Library at York University, this guide puts together great examples on citing business resources including books, articles, industry reports, company reports, analyst reports from databases.

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Credits: Some resources on this guide were selected from the BU111 and BU121 course guides and Business subject guide created by Afra Bolefski.