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For a successful pitch, you need to understand the problem, its relevance to the buyer and the solution offered. We all Google – but what’s unique about your pitch that goes beyond Google?
Where do you find facts to strengthen your case? As a journalist, you’d know the Five Ws (Who, What, When, Where, Why) needed for a good article. These simple concepts can help you begin library research.
Who *cares* about this product or service? Is it a trade association? Government? Key competitors?
What is the nature of your idea? Does it compete with an existing product/service or replace one that already exists? What do you already know about it?
When will this be needed or used? Is that important for you in promoting it?
Where will the person/company be – geography, phase of life, what other demographics matter? What channel will you use to reach them?
Why does your idea have value? Why would someone buy it?
To fully understand an industry, you’ll want to see what information already exists, look at the opinions and ideas of experts, and reach your own conclusions based on facts and analysis. Examples of where this information is found include:
Market research reports
Database: First Research (Intellect)
If you only have time for one industry database, use First Research. Search by industry or company name (if it is a large player.)
Contains company profiles, analyst and market reports, SWOTs, and current news.
Example of SWOT analysis from Hoovers:
Niche and Fragmented Industries
For niche or fragmented industries, think about who cares about the industry. It might not be gathered all nicely and packaged for you. You may need to rely on industry experts using First Research’s web links described above. Business news and articles will also help by looking for similar products, competitors, ideas, etc.
Covers most subject areas related to business: management, marketing, economics, finance, accounting, & international business. Includes company reports, SWOT analyses, working papers, country reports, industry reports, case studies, etc.
Full-text of business magazines, trade publications, & newspapers including the Wall Street Journal. Use the submenus to refine your search by source, company, subject, industry, region and/or language.
All current Vanderbilt University students, faculty, and staff have access, both on and off campus. Limited to 10 simultaneous users. Factiva will also logout users after 15 minutes of inactivity without warning .
All current Vanderbilt University students, faculty, and staff have access, both on and off campus.
Fact Finding: Market Research Databases
Look at the market and the consumer. What is important about them? What already exists? Access experts’ opinions and ideas so you can back your analysis with facts. The following databases focus on the market and consumer:
Market research reports focused on consumers in the U.S., U.K., European, and some Asian markets. Market drivers, size & trends and segmentation; supply structure, advertising & promotion, retail distribution, consumer characteristics & forecasts.
Quantitative and qualitative analysis of the market; primary research and expert analysis, including industry interviews, competitive analysis, market trends, product innovations, buyer behavior, market share, etc.
Market research on major economic, scientific, and technological developments in industrial, pharmaceutical, and high technology organizations. Industry analysis and market forecasts for advanced materials, high-tech systems and components, nanotechnology and novel processing methods.
Offers a variety of ready-made demographic data reports, which can be customized by geography. Identify patterns and trends regarding household expenditures, market penetration and location of goods and services.
Euromonitor International's global market analysis software platform, providing industry information, consumer statistics and analysis, historical and forecast data, consumer trends and lifestyles, articles, company profiles, and global reports.
Create maps & reports from decennial Census of Population & Housing data from 1790 to date for states, counties, MSA's and zip codes: urban/rural, sex, race, age, nativity, literacy, school attendance, families, own/rent, unemployment, farms, wages, etc.
Series of surveys examining use of the internet and new technologies. Includes a demographic section that examines “the role in Internet use of age, gender, race, marital status, education, income and more.”
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