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Market Sizing, Financial Analysis, and the UC B&E Library Resources. Special Topics Lecture BA 5080 Fall Semester , 2012-2013. Presentation Outline. Market Sizing Defining a market niche Finding “hard” data Making assumptions Financial Analysis Why it’s important How to calculate ratios - PowerPoint PPT Presentation
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Market Sizing, Financial Analysis, and the UC B&E Library Resources
Special Topics Lecture
BA 5080
Fall Semester, 2012-2013
Presentation Outline1. Market Sizing
1. Defining a market niche
2. Finding “hard” data
3. Making assumptions
2. Financial Analysis1. Why it’s important
2. How to calculate ratios
3. UC B&E Library Resources1. Overview
2. Edgar & Hoover’s
3. Analyst report databases
4. News reports, books, & journal articles
5. Market sizing data
Market Sizing – Defining a Market Niche• Geographic scope
• Target customer profile
– Title/description– Revenues– Spending– Wants/needs
Market Sizing – Finding “hard” data
• Macro-level economic data is rarely exactly what you want – take what you can get
• Look for common demographic categories which are close to what you are looking for
• Remember to adjust the macro-level data in your assumptions
Market Sizing – Making Assumptions
• Assumptions based on “hard” data
• Assumptions based on anecdotal evidence
• Arbitrary assumptions based on “educated guesses”
Financial Analysis – Why It’s Important• Profitability Measures
– Important for understanding a company’s business model
• Liquidity Measures– Important for understanding a company’s ability to pay its bills
• Leverage Measures– Important for understanding a company’s actual “hard” value
• Activity Measures– Important for understanding when & how cash and products flow in/out of a company
• Other Measures– Important for understanding a company’s attractiveness for investors, its inner
workings, and deals and accounting practices which impact the company structurally
Financial Analysis – How to Calculate Ratios
• See “Guide to Case Analysis”, pp. 4-6.
B&E Library Resources - Overview• One of the top 10 Business & Economics libraries in the USA
• The main databases we are using in class are widely available to many of the companies you may end up working for
• Learning to navigate these databases quickly to find, “cherry pick”, and present value-added information is a skill set which is in demand by a wide variety of employers
• Listing this skill set on your resume, with the distinction of having acquired it by using UC’s B&E library, will differentiate you from other job candidates
• The more you surf around ALL the resources in UC’s B&E library, the more you will actually be able to “back up” this differentiation by recommending appropriate resources to your employer which are only available through UC B&E library
B&E Library ResourcesEdgar & Hoover’s
• Databases which are the starting points for any kind of market research
• Edgar gives you all the information you need to calculate financial ratios on companies
• Hoover’s gives you a standardized platform to use as a starting point for understanding the industry environment of a company
B&E Library ResourcesAnalyst Report Databases
• Databases which give you lots of value-added information from which to “cherry pick”
• Investext (Thomson One): Search on company, click on “Research” tab
• Datamonitor 360: Search on company, click on “Industries” tab, expand “Industries” list, choose most relevant industry
• IBISWorld: Search on NAICS code (2007), choose most relevant industry
• Mergent Industry Reports: Search on company, click on “Reports” tab, then “Industry Reports” tab, choose most relevant industry
B&E Library ResourcesNews, Book, & Journal Searches
• Search tools which allow you to scan vast selections of news reports, books, and journal articles for specific “nuggets” of information
• Factiva allows you to search news reports (make sure to use the “search form” screen)
• Summon, UC’s library search engine, allows you to search books and journal articles (make sure to use the “advanced search” screen)
B&E Library ResourcesMarket Sizing Data
• The UC B&E Library has a WIDE array of resources useful for finding “hard” data upon which to base market sizing estimates
• The “One Stop Business Research” page gives you a good overview of these resources, organized in useful categories
• Two good categories to start with are “Economic Data (US)” and Economic Data (World)”