Understanding a Company
To better understand a company, its performance in the market and the factors that affect it, you need to understand the whole picture of their universe. This includes :
- Company’s financials
- Products and services
- SWOT reports (Strengths, weaknesses, opportunities and threats)
- Industry pressures and challenges
- Competitors
- Analyst reports
While you should certainly look at the company’s website, note that will only help you gain insight into that company's opinion about itself. For other opinions about a company’s issues and performance, there are several types of resources that will help.
About Private Company Research
Unlike public companies, private companies are not regulated by the federal government. Therefore, it is at the discretion of a private company if, and what, they want to disclose about themselves. It can be more difficult and time consuming to locate information about private companies. However, there are methods and resources including:
- Searching for the company and/or their principals in local and trade business publications.
- Researching public competitor companies in the same industry.
Database: Avention (formerly OneSource)
Hoovers (formerly OneSource) 
Contains company profiles, analyst reports, SWOTs, and market research reports under the NAICS code link..
- Search by Company Name
- Once on the results page, click on the link for your correct company
- Use the left hand menu to select specfic pieces of information on that company.
Example of SWOT analysis from Hoovers (formerly OneSource):
Database: MarketLine
MarketLine contains robust analyst reports on both companies and industries. 
- Do a simple search by company name to retrieve all types of resources available in the database or
- Use the radio buttons under the drop down menu to select Companies
- Once in the results list, use the right hand menu to narrow by geography.
- Click on the name of the company, then on the link to Download Full Report to access information on:
- Business Description
- History
- Key Employees and Biographies
- Company View
- Locations and Subsidiaries
- SWOT Analysis
- Revenue Analysis
- Key Competitors
- Major Products and Services
Additional Company Databases
- PrivCo This link opens in a new windowBusiness and financial data on major, non-publicly traded corporations: family owned, private equity owned, venture backed, and international unlisted companies. Company financials, M&A deals, valuations, venture capital funding, private equity deals, etc.
- Gale Business: Insights This link opens in a new windowCompany chronologies, company histories, journals, market research reports, market share reports, rankings, recent news, SWOT reports, videos, industry information. Comparison chart tool.
- Business Source Complete This link opens in a new windowCovers most business areas: management, marketing, economics, finance, accounting, & international business. Includes company reports, SWOT analyses, working papers, country reports, industry reports, case studies, etc.
