How to Fish for and Catch Your Limit of Target Companies By Tom Jackson Sale Fish Marketing...

How to Fish for and CatchYour Limit of Target Companies

By Tom JacksonSale Fish Marketing972.740.7367ThomasJackson@ThomasJackson.Infowww.linkedin.com/in/thomasjacksonjr

(03-2015)

http://www.linkedin.com/in/thomasjacksonjr

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.

- Sun Tzu

The Quest

Need a Plan (aka Strategy & Tactics)!• Targeted Account List Plan • Research Plan• Networking Plan

The Hunt

Defining your Target Companies- In DFW or the Nation

The 30-60-90 Day Plan

• Do not boil the ocean

• Do set priorities, keep score

• Do not confuse Activities with Productivity

• Do not repeat what is not working

• Do keep positive

• Do say thank you – when they so no

• Do follow up

• Do Help Others – Karma is a Good Thing

DFW Fortune 500

DFW is the largest “home” for Fortune 500 Companies(…..well second to Houston by 1 company as of 2010)

DFW Market By Industries

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DFW: Companies by Industry

DFW has a very diverse corporate landscape

(Industry Markets as Identified by SIC and NAIC)

DFW Market Landscape – by the Numbers98.7% of Firms 68% of Payroll

http://www.census.gov/epcd/susb/2006/tx/TX--.HTM

http://www.census.gov/csd/susb/download_susb06.htm

Excellent source that breaks out each NAICS by employment growth

Target your Industry – ie Telecom in DFW

STATE NAICS ENTRSIZE FIRM ESTB EMPL EMPLFL PAYR PAYRFL STATEDSCR NAICSDSCR ENTRSIZEDSCR48 517 1 726 3756 105542 5951159 Texas Telecommunications Total48 517 2 338 342 560 38612 Texas Telecommunications 0-4 employees48 517 3 101 101 655 27510 Texas Telecommunications 5-9 employees48 517 4 72 78 959 42873 Texas Telecommunications 10-19 employees48 517 5 511 521 2174 108995 Texas Telecommunications < 20 employees48 517 6 104 153 4016 197968 Texas Telecommunications 20-99 employees48 517 7 49 93 3916 232796 Texas Telecommunications 100-499 employees48 517 8 664 767 10106 539759 Texas Telecommunications < 500 employees48 517 9 62 2989 95436 5411400 Texas Telecommunications 500 + employees

Large Companies Spawn Smaller Companies>500 employees there are 62 Firms<500 employees there are 664 Firms

Ex: Telecommunications DFW

•The estimated 27.2 million small businesses in the United States:•Employ about half of the country’s private sector workforce •Hire 40 percent of high tech workers, scientists, engineers and computer workers•Include 52 percent home-based businesses and two percent franchises•Represent 97.3 percent of all the exporters of goods •Represent 98 percent of all employer firms •Have generated 60 to 80 percent of net new jobs annually over the last decade.•Generate a majority of the innovations that come from United States companies.•Larger percent of under 25 and over 55 years old workers than large companies.

Small-Medium Businesses

Source: US SBA, NSBA.BIZ

•Small business < 500 emp.

•Medium business >500+ emp•98+% of US Businesses are Small/Medium Business

Finding Your Targeted Companies- Small – Medium - Large

Reference USA

Reference USA is a database of over 14 million US companies, both

private and public. It is FREE TO YOU through MOSTMOST state libraries.

Keep in mind:-Company participation in the database is varies by state, in Texas you must participate when creating a business. -Some companies will be listed but not have their revenues posted-Some companies will have only their corporate office/location listed but not all subsidiaries – others will have every local sales office-Typical download is ~25 companies at a time to a spreadsheet.-For purposes of finding companies by Industry, there are no major differences in SIC and NAICS codes (NAICS are update SIC codes)

US Census Dept. maintains the data that is the database for RefUSAReference USA uses additional sources to update, add and maintain

Targeted Accounts

How Many are Too Many????

or Two or Three?

Two or Three HUNDRED!Focused and Targeted

CompaniesOne?

Targeted Accounts – How to Find Them?

TACTICAL STRATEGIC

Either Reference USA or Dun&Bradstreet is an excellent resource.

Find a local library that allows you remote on-line access to the databases. You only need a Texas Drivers license to get a card – do not need to live in the town where the library is located.

Targeted Accounts

Typically FREEThrough Outplacement

FREE

The Library Reference USA link will take you to Reference USA where you can now logon using your Library card number/password

Go to the Library Home PageSearch Under:1.Digital Library2.Research3.Adult4.Business

Targeted Accounts – Quick Start

You are looking for a list of companies. Now what??

Start your search here


Type formerEmployer’s Name


The fastest way to find Focused/Targeted Companies is a Reverse Search.Enter the Company name you are interested in getting more information on.

Select your company’s name from list. You may see the name listed more than once. You typically want to select the main office location to get the greatest amount of information.


Targeted Accounts – Quick StartWith your employer’s NAICS / SIC code number(s). Your can now enter these number(s) to get a list of ALL companies in that industry subset – this includes competitors!!

Note:If more than one code, pick that one that it closest to your skills

SIC

NAICS

Think of NAICS Hierarchy Like a Large Corporation

Level 3

Level 2

Level 4

Level 5/6

PresidentAcme, IncAcme, Inc

VPAcme, IncAcme, Inc

Dir-SalesAcme, IncAcme, Inc

Dir-MktAcme, IncAcme, Inc

Dir-EngrAcme, IncAcme, Inc

Sales minionAcme, IncAcme, Inc

Mkt minionAcme, IncAcme, Inc

Engr minionAcme, IncAcme, Inc







CEOAcme, IncAcme, Inc

PresidentAcme, IncAcme, Inc

1


Go back main menu:1)Click on Custom Search2)Click on Business Type3)Click on Keyword/SIC/NAICS4)Click on Search All NAICS5)Enter NAICS code

2

5

3 4


Click on View Results to see a complete listing of Targeted Companies.Now you can go back and use the various filters to size the listing to something more managable.

Targeted AccountsFilters: Geography

By Adding the Geography Filter (DFW). The list went from 17,735 to 406.

Targeted AccountsFilters: Business Size

By Adding the Company Size (250-4999). The list went from 406 to 3.

Note:Can have multiple filters

ReferenceUSA will work for any Industry

Targeted Accounts – Quick Start- RETAIL

Some companies have numerous office, divisions, subsidiaries, etc. These are typically captured by the CORP TREE icon


The Corp Tree usually provides a complete list of every location.


PublicCompany

SubsidiaryCompany

Branch

The other option is to select a major office or the corporate office.


When you select a specific company, you will get a company bio. On the company bio is the Industry Profile with SIC(s) and NAICS(s) codes. Choose the code(s) that best suit you.


This methodology works for any company, industry or size.

Targeted Accounts – Quick Start- HEALTHCARE

Targeted Accounts – Quick Start- HEALTHCARE

Targeted Accounts – Quick Start- ENERGY

Targeted Accounts – Quick Start- NON PROFITS

Reference USA also is a source for non-profits

Targeted Accounts – Quick Start- NON PROFITS

ReferenceUSA will work for Research

Reference USA – Search

Main Custom Search Page

There are 9 parameter to filter/search by. By using any number of these filters you can narrow your results to a targeted focused group.

When doing a search make sure to click on ‘Update Count’ to see how many total companies are being returned.

ReferenceUSADownload Report Detail

Note: SIC/NAICS field go to 26 listings, EXECUTIVES information goes out to 50, PUBLIC FILINGS go out to 26

ReferenceUSA – Downloading a Report

From the Search Results page click Download-Select Excel-Select Detailed

-Summary report is very basic- Custom report lets you select the info you want

Ref USA for Market Research-“How to spice up that Interview”

Reference USA – Market Research

Need to know if Ft. Worth OR Dallas has more IT/Network Companies.-Avaya is my “identifier”-Filter on City and Business Size


With the SIC code in place for Avaya type businesses, Ft Worth selected as the City. Start selecting the Revenue ranges one at a time. Each time click on the <Update Count> button.Write down the Revenue Range and Count for each Revenue range you select.Repeat for Dallas.

<$1MM <$100MM

Reference USA for Market Research

Using the Filter Page a table of Revenue by City for IT/Network Companies can quickly be created.It only takes a few more ‘clicks’ when collecting this data to capture the names and addresses of the companies counted in the table.

Revenue Range Ft. Worth Dallas

<$1MM 1 5

<$2.5MM 3 8

<$5MM 4 3

<$10MM 0 1

<$20MM 0 0

<$50MM 1 0

<$100MM 0 1


Put data into Excel, cut and paste it into Power Point for a Graphical Representation of the market differences between two cities

Nuance of Networking- Defining who you are and what you do

Networking

AnalogDigital

working

89%

10% 1%

Networking

Job Boards

Job Fairs

Where the Opportunities Are

Why Meeting People (aka Networking) Is Important

• Networking (meeting people) remains the best way to find a job• Networking meetings are a great way to meet people and learn skills• Networking calls/coffees are the only way to really “know” people• IMPORTANT have your agenda and ask how you can help

Jobvite- Social Recruiting Survey 2014

Ref: Jobvite 2015


Ref: Jobvite 2015

Social Media Is Critical to Your Networking


Ref: Jobvite 2015

LinkedIn Is Still Relevant After All These Years


Ref: Jobvite 2015


Ref: Jobvite 2015

Who you are

What you are

Where you are


Ref: Jobvite 2015

Walk the WalkWalk the WalkTalk the TalkTalk the Talk


Ref: Jobvite 2015

Why is Networking so Powerful? •70% to 90% of all jobs are not posted

- This excludes Job Boards and Job Fairs(hint: over half of these are from social networking sites)

•90%+ are found through what type of networking?- Asking friends, neighbors, family: 33%- Knocking on company doors: 47%- Calling companies: 69%- Hunting in packs (Accountability Group): 84%

Do the math…90% of Jobs not posted, 90% of Jobs found through Networking

Networking

What is your Networking Strategy? Before you meet:-Read LinkedIn Profile-What do you need/want to get out of meeting-Marketing Plan with Targeted Companies

When you meet:-Marketing Plan with Targeted Companies-“How Can I Help You”-If they have a contact ask: Can you contact Mr./Mrs.“----------” for me?

After you meet:-Follow Up

Networking

Find people that do what you do…and do it together

Networking – Accountability Group

Where Can I get the DFW COMPANY DATABASEDFW COMPANY DATABASE and the PRESENTATIONPRESENTATION?

****All I ask in return is that you “Link-In” to me********All I ask in return is that you “Link-In” to me****

Click on this link to go to the DOWNLOAD page

Tom Jackson972-740-7367

[email protected]

www.ThomasJackson.Infowww.ThomasJackson.Info

mailto:[email protected]

Questions

By Tom JacksonSale Fish Marketing972.740.7367Tom@SaleFishMarketing.comwww.SaleFishMarketing.comwww.linkedin.com/in/thomasjacksonjr

mailto:[email protected]

http://www.salefishmarketing.com/

http://www.linkedin.com/in/thomasjacksonjr

Social Media for Company Research

LinkedIn: Great to find connections or introductions into companies. Don’t forget GROUPS & FOLLOW COMPANIES.

Google-Alerts: Define your search terms and get a daily digest of activity

RSS Feeds: Great way to keep in touch with current events (great way to start Tweeting by Re-tweeting)

Fan Page: Fastest growing element with in Facebook. These are ‘Profiles’ for Business

Twitter: Twitter job aggregators and Twitter Alerts, two great tools

http://vsa.vassar.edu/~devils/Images/facebook-icon.gif

http://www.theaudiophiles.net/blog/images/linkedin_icon.png

http://www.nfiresearch.com/blog/wp-content/uploads/2010/02/twitter_icon.jpg

How to use the NAICS Hierarchy

Level 3Level 2

(20 base industries)

Level 4(Sub-Industries)

Level 5(competitors & suppliers)

Level 6(competitors)

All IndustriesAll CompaniesAll States(14+million of companies)

Your IndustriesYour CompaniesYour Locations(10,100,? companies)

Filters(region, industry, sub-industry, revenues, public, private, etc)

6-Digit Codes

5-Digit Codes

4-Digit Codes

Business Type

How to Fish for and Catch Your Limit of Target Companies By Tom Jackson Sale Fish Marketing...

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