Post on 17-May-2015
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Economic Development Institute
Using Technology for Target Marketing & Research
November 17, 2010
Facilitated by:
Dean F. Whittaker, CEcD
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Learning Objectives
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OverviewIt’s all about people and
relationships…not technology.
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Social Networks
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National: New & Expanded Results(2003-2009)
Total Projects = 36,639 (New = 18,526; Expansion = 18,113)
2003 2004 2005 2006 2007 2008 20090
500
1000
1500
2000
2500
3000
3500
4000
New Expansion
Data Source: Conway Data
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Midwest: New & Expanded Results(2003-2009)
Total Projects = 13,994 (New = 6,765; Expansion = 7,229)
2003 2004 2005 2006 2007 2008 20090
200
400
600
800
1000
1200
1400
1600
New Expansion
Data Source: Conway Data
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The Changing Nature of Work
Who When Where How
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Age Demographic(United States)
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Websites: Telling Your Story
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Communications
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MFA vs. MBA?
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Winston-Salem/ Dell Computer Story
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Dell to close its Winston-Salem plantTHURSDAY, OCTOBER 8, 2009
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So What? Now What?
700K sq ft building 1,000 out-of-work $26 million in incentives Political fallout
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Source: Taxolog, Inc.
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Source: Bing Maps
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Source: Bing Maps
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Trends in the Biotech Industry
Source: Conway Data
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Jobs Created by the Biotech Industry
Source: Conway Data
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Most Active States in the Biotech Industry
States 2003 2004 2005 2006 2007 2008 2009 Grand Total
Texas 2 6 2 3 2 1 4 20
Michigan 0 1 2 1 3 0 10 17
Illinois 6 1 1 3 0 2 2 15
California 2 3 1 1 3 1 11
Ohio 1 3 1 1 2 1 2 11
Pennsylvania 5 0 0 0 0 2 4 11
Kansas 0 1 2 3 0 1 3 10
New York 2 0 0 2 0 4 2 10
Maryland 1 1 2 0 0 3 2 9
North Carolina 1 1 0 1 1 1 4 9
Source: Conway Data
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Who Has the Money?
Source: Whittaker Associates, Inc.
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States with the Most Biotech Funding
Source: Whittaker Associates, Inc.
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Biotech Projects (2003-2009)
Source: Conway Data & Whittaker Associates, Inc.
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Biotech Projects (2009 only)
Source: Conway Data & Whittaker Associates, Inc.
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Biotech Research Firms
Source: Conway Data & Whittaker Associates, Inc.
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Sample of Deal in the Market
Company Location HQ Date Size Investment
Riverside Research Institute Dayton, OH New York, NY Dec-09 32,000 sq ft $6 million
Ceva Biomune Lenexa, KS Shawnee Mission, KS Sep-09 20,000 sq ft $15 million
Biotics Research Corporation Fort Bend, TX Rosenberg, TX Aug-09 35,000 sq ft $2 million
Fisher BioServices Rockville, MD Germantown, MD Mar-09 20,250 sq ft NA
ebioscience, Inc. San Diego, CA San Diego, CA Feb-09 49,350 sq ft NA
Ambit Biosciences Corp San Diego, CA San Diego, CA Dec-08 55,000 sq ft $11 million
ViroPharma Incorporated Exton, PA Exton, PA Dec-08 78,000 sq ft $6 million
Organogenesis, Inc. Canton, MA Canton, MA Nov-08 252,000 sq ft NA
Cambrex Corporation Charles City, IA East Rutherford, NJ May-08 NA $25 million
Molecular Innovations, Inc. Novi, MI Novi, MI Feb-07 12,000 sq ft $3 million
The Scripps Research Institute La Jolla, CA Palm Beach, FL Dec-03 364,000 sq ft $147 million
Source: Conway Data
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Recent Graduates of the Sid Martin Biotech Incubator Program (University of Florida)
Source: Sid Martin Biotech Incubator Program
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Why Target Incubator Grads?
Create jobs, revitalize neighborhoods, commercialize new technologies
In 2005 alone, incubators assisted more than 27,000 start-ups provided FT employment for 100,000+ workers generated annual revenue of $17 billion
84% of incubator grads stay in their communities
*Source: National Business Incubation Association
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Example of Growth
VLST Corporation Biotech firm in Seattle, WA Founded in 2004 Graduated the Accelerator Corp incubator in 2006 Received $55M in series B financing Current Sales: $2.5 million Employment: Grew from 2 to 25
Source: Accelerator Corp and Hoovers
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What Are They Saying?
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Who Cares?
.gov .org
.com .edu
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Who Is The Audience?
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Telling Their Story
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Going Fishing
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Targeted Marketing – 10 Steps
1. Begin with the end in mind – set goals
2. Determine your strengths and challenges
3. Select target industries by matching goals and strengths with industry/company needs
4. Identify target companies – desirability, compatibility, and feasibility
5. Qualify target companies
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Targeted Marketing – 10 Steps (cont’d)6. Build relationships with target companies
7. Follow through and follow up
8. Keep your commitments
9. Be patient
10. Be persistent
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Tools, Tactics & Techniques
Using technology to find information about industries, companies, and people
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Directory vs. Index Engines
Directory Good for broad searches
Industry
http://search.yahoo.com/dir
http://directory.google.com
Index Good for specific searches
Company name Person Industry segment
www.google.com www.ask.com www.bing.com www.yahoo.com
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Google Searchwww.google.com
Searching within results Historical search Site searches File/document search Finding e-mail addresses Google Alerts
www.google.com/alerts
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More Helpful Tools
Meta searches
www.dogpile.com
Related searches
Google Tools
www.google.com/insights/search www.googlelabs.com
www.bing.com
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What Percentage of the Internet is Indexed by the Search Engines?
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Invisible Web
Less than 20% of publicly accessible web pages are indexed by popular search engines
The remaining 80% is called the “Invisible Web”
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Invisible Web: Industry
Association Search www.asaecenter.org/directories
/associationsearch.cfm
Industry Encyclopedia www.referenceforbusiness.co
m/industries
Access My Library www.accessmylibrary.com
Market Research Reports www.marketresearch.com
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Invisible Web: Company
Hoovers www.hoovers.com
CeoExpress www.ceoexpress.com
Newslink www.newslink.org
Maps http://maps.google.com www.bing.com/maps
Google Finance www.google.com/finance
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Economic Gardening: Targeting Innovative High-Growth Companies
Entrepreneur Magazine Hot 100 Inc 5000 Forbes: America’s 200 Best Small Companies Deloitte Technology 500
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Invisible Web: Places
ZoomProspector www.zoomprospector.com
YourEconomy www.youreconomy.org
Zipskinny www.zipskinny.com
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Invisible Web: Personal
LinkedIn www.linkedin.com
Relationships – All About Connections
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Thank you for your participation!
Dean@whittakerassociates.com616-786-2500
www.whittakerassociates.com
http://www.linkedin.com/in/deanwhittaker
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Giving Information Meaning