Intro Secondary Market ResearchCompetitive Analysis

Aleha McCauley

COMPANY TYPES: PUBLIC COMPANIESConsiderable information is available on publicly traded companies--those that trade their shares on public stock exchanges.

Information available will often include:

Company filings/corporate reports

Company profiles

Listings of competitors

Listings of executives Financials Stocks

Analyst reports SWOTS

COMPANY TYPES: PRIVATE & SUBSIDIARY Private companies are more challenging to research, since they are not required to publish detailed financial statements, annual reports and other kinds of information.

Information available will include• What you can find on their company website• Info on public competitors• Info on the larger industry in which the company operates• News, magazine and journal articles • Patent information

PRIVATE & SUBSIDIARY - SOURCES

Start with these UBC Library Indexes/Databases:• ABI Inform • Business Source Complete • Factiva

Use UBC Library Research Guides to do more extensive secondary market research:• Company Research Guide • Industry & Market Research Guide• UBC Library Patent Research Guide

COMPANY PROFILESCompany profiles offer selective information about companies. Generally, profiles cover publicly traded companies.

Profiles in library databases generally provide the following information:• company history and description• financial information / balance sheets• a listing of competitors• key executives• market information

COMPANY PROFILES - SOURCES

Start with these UBC Library Indexes/Databases:• Mergent (note: works best with Internet Explorer)• Hoovers • Passport GMID

For more go to the Company Research Guide

FINANCIAL INFORMATIONPublicly-traded companies are required to file financial reports with the Securities & Exchange Commission several times a year and this information is available online for free. The library also subscribes to various databases that can be useful for finding financials.

Financial information can include: • annual revenue• net income• ratios• dividends per share and more

FINANCIAL INFORMATION - SOURCES

Start with these UBC Library Indexes/Databases:• Mergent (note: works best with Internet Explorer)• Thompson ONE

For Company SEC filings:• Sedar (Canada)• Edgar (USA)

For more go to the Company Research Guide

Not sure what the numbers mean? Try this: http://www.zpub.com/sf/arl/arl-read.html

THE TRUTH ABOUT BUSINESS RESEARCH 1. Not everything is available through Google.

2. Some companies are easier to research than others.

3. There is no single source that answers all your questions.

4. Sources can be scholarly, trade, popular, or government, or even informal.

5. Some information may be hard to find just not be publically available.

You will need to…• Be flexible and give yourself time!• Be prepared to read and analyze and incorporate what is

available. • Be creative with your search terms (document industry

terms and relevant keywords as you go)

Google Operator Example Description

Intitle:<keyword> allintitle: medical mobile applications

Quickly pull up sites or reports on specific industry term. Add filetype: PDF

~ <keyword> ~beverage industry canada

To search for a specified keyword and other words that are similar to it.

Allinurl:<keywords> allinurl:pet association

To limit results to websites with the specified keyword in the URL

Define: <keyword> Define: market share

To get a definition of a keyword

<year>...<year> Technology milestones 2010...2014

To search results limited time range

Google Operator Definition Rationale for Use

Site: pet business site: gc.ca

Limit to reputable domains relating to your keyword

“ “ To search the exact quote/person/etc."Marc Caira"

More precise results on things like people, phrases, company names

ORhotel and b&b industries

Search for one of several search terms. Otherwise it would include either term (not both)

Filetype: <formats>e.g. pdf, pptx, etc.

canadian pet industry filetype:pdf

Limit results to a specific file type

EVALUATING INFO: 5 KEY CONCIDERATIONS

Purpose: Why was this created? Selling or promoting a product?

Coverage: Is it comprehensive? Or just one point of view?

Audience: General or specialized?

Currency: When was it published?

Authority: Can you identify who wrote it? Are they credible?

LIBRARY TOOLS AND SERVICES TO ASSIST YOU

Online Help

• David Lam Management Library: http://lam.library.ubc.ca/

• Research Guides: Company Research |* Industry & Market Research | Entrepreneurship | International Business

• Small Business Accelerator Website has 100+ Business Accelerator Guides: www.sba-bc.ca

* Note: Consumer tab in Industry Guide for info on. university student market

In Person Help

• David Lam librarians provide drop in research help Mon - Fri

• Email aleha.mccauley@ubc.ca to book 30 minute research consultation

THANK YOU!

Aleha McCauley, BA, MLISCommunity Engagement Librarian (Business Services)UBC Library | Irving K. Barber Learning Centre 203 – 1961 East Mall | Vancouver, BC Canada V6T 1Z1Small Business Accelerator Program aleha.mccauley@ubc.caPhone 604 827 3906