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Transcript of John Gilbert AddOptionsAddOptions.org AddOptions Business Information on the Internet How to Find.
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John GilbertJohn GilbertAddOptions.org.org
Business Information Business Information on the Interneton the Internet
How to FindHow to Find
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Where is the Life we have lost in living?Where is the Life we have lost in living?
Where is the wisdom we have lost in Where is the wisdom we have lost in knowledge?knowledge?
Where is the knowledge we have lost in Where is the knowledge we have lost in information?information?
T. S. EliotT. S. Eliot
The Rock (1934)The Rock (1934)
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ImportanceImportance
Market Research reduces Market Research reduces RISKRISK by by increasing the amount of increasing the amount of KNOWLEDGEKNOWLEDGE about about
Industry Industry ProductsProducts CompetitionCompetition Customers Customers
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Links on AddOptions.orgLinks on AddOptions.org
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Targeted GoalsTargeted Goals
Tell me how you Tell me how you measure me, and I measure me, and I will tell you how I will tell you how I will behave. If you will behave. If you measure me in an measure me in an illogical way....do illogical way....do not complain about not complain about illogical behavior. illogical behavior.
~ Eliyahu M Goldratt~ Eliyahu M Goldratt
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Gmail Gmail Google ToolbarGoogle Toolbar
BookmarksBookmarks Spell Check Spell Check
Google TrendsGoogle Trends Google News AlertsGoogle News Alerts
Docs & Docs & SpreadsheetsSpreadsheets
Google ScholarGoogle Scholar Google PatentsGoogle Patents Google SketchUpGoogle SketchUp Google VoiceGoogle Voice Google AnalyticsGoogle Analytics
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Search Helps
Boolean Operators AND NOT OR
Symbols “quotes”
Spelling
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Twitter Current events Networking
TweetDeck Keyword tracking
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Research ProcessResearch Process
Create a Research JournalCreate a Research Journal What are you looking for?What are you looking for? What did you find?What did you find? Where did you find it?Where did you find it?
Google DocsGoogle Docs
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Types of ResearchTypes of Research
TechnicalTechnical MarketMarket FinancialFinancial Human ResourceHuman Resource
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TechnicalTechnical
The product/service of a business
Industry AssociationsIndustry Associations Trade ShowsTrade Shows DesignersDesigners ManufacturersManufacturers NewLaunches.com WolframAlpha.comWolframAlpha.com
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Intellectual Property
IP Handbook Patents
Google Patent US Patent and Trademark Office Free Patents Online
Copyrights Library of Congress – Copyright.gov
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MarketingMarketingThe management process The management process
responsible for responsible for identifying, anticipating and satisfying identifying, anticipating and satisfying
customer requirements profitably.customer requirements profitably.(U.K. Institute of Marketing)(U.K. Institute of Marketing)
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Entrepreneurship 101Entrepreneurship 101
Question # 1Question # 1 Do I have clients and who are they?Do I have clients and who are they?
Question # 2Question # 2 How do our clients find us?How do our clients find us?
Question # 3Question # 3 What does it take to make money from What does it take to make money from
these clients?these clients?
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Customer InformationCustomer Information
GeographicGeographic DemographicDemographic PsychographicPsychographic
What is the greatest predictive What is the greatest predictive DemographicDemographic factor? factor?
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Finding People
LinkedIn.com Jigsaw.com UtahsRight.com Tineye.com Facebook.com
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Information AnywhereInformation Anywhere
Finding Industry InformationFinding Industry Information SWOTSWOT
WebsiteWebsite Domain NameDomain Name
Naming Name suggestions 10 Questions to ask when Naming a 10 Questions to ask when Naming a
product product
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There are three levels of a product
1. Product or Service – What it is.
2. Features – What it has.
3. The Benefits – What does it do for my customer. Product
Features
Benefits
Product/Service VisionProduct/Service Vision
What are we selling?What are we selling?
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Pricing
eBay.com Completed listings
Competitor pricing
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Crossing the Chasm
2 1/2%Innovators
13 1/2%Early
adopters
34%Early
majority
34%Late
majority
16%Laggards
Time of adoption innovations
The Chasm
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AwarenessI’ve heard of you
FamiliarityI know who you are
ImageI know what you stand for
InclinationI’ll look for you
TrialShow me what you can do
ReinforcementDid I make the right decision
SatisfactionI like you
ReferralI’ll tell my friends to try you
Product Performance now counts!
LoyaltyI’ll buy your product first
TheConsumer Thought Process:
Marketing News August 4, 1997
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Product ConceptProduct Concept
LowLow HighHigh
HighHigh
LowLow
Affective Involvement
Cog
niti
ve I
nvol
vem
ent
CarCar
ShampooShampoo
SkinSkin LotionLotion
CollegeCollege
VideoVideo CameraCamera
MotorMotor OilOil
LaundryLaundry DetergentDetergent
PaperPaper TowelsTowels
GreetingGreeting CardCard
PizzaPizza
BreadBread
Emotion
Th
ou
gh
t
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Primary Market Primary Market ResearchResearch
Marketing CampaignsMarketing Campaigns Email Marketing TrackingEmail Marketing Tracking Promotion CodesPromotion Codes
Flyers, Coupons, MailingsFlyers, Coupons, Mailings
Customer InformationCustomer Information SalesSales Q ScoreQ Score
Marketing Evaluations, Inc
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SurveysSurveys
MethodsMethods In PersonIn Person WebsiteWebsite
QualitativeQualitative WordsWords SubjectiveSubjective
QuantitativeQuantitative NumbersNumbers
How many Surveys must you How many Surveys must you do?do?
LandmarkLandmark Benchmark Benchmark
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Online Survey CompaniesOnline Survey Companies
ZapSurvey SurveyMonkey Qualtrics
Google FormsGoogle Forms
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Secondary Market Secondary Market ResearchResearch
DatabasesDatabases White PapersWhite Papers Press ReleasesPress Releases WebsitesWebsites Competitive Competitive
IntelligenceIntelligence Government Government
AgenciesAgencies Consumer GroupsConsumer Groups
LibraryLibrary trade journals and trade journals and
periodicalsperiodicals published papers - published papers -
research studiesresearch studies Company Company
InformationInformation NewslettersNewsletters Trade PublicationsTrade Publications
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DatabasesDatabases
SBDCNet James J Hill Research Library Scarborough Research Dun & Bradstreet
Zapdata.com Manta.com Hoovers.com
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Financial ResearchFinancial Research
Start-up ExpensesStart-up Expenses Equipment PurchasingEquipment Purchasing Initial MarketingInitial Marketing
Operating ExpensesOperating Expenses RentsRents UtilitiesUtilities BudgetsBudgets
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HR ResearchHR Research
Who is doing the work?Who is doing the work? What will they be paid?What will they be paid? Benefits offered?Benefits offered? Utah Employment Info
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Sources of Business Sources of Business InformationInformation
1.1. GovernmentGovernment2.2. AcademicsAcademics3.3. EntrepreneursEntrepreneurs4.4. Marketing / MediaMarketing / Media5.5. CustomersCustomers
Beware of Source BiasBeware of Source BiasExampleJames Croft Video
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Industrial ClassificationsIndustrial Classifications SICSIC
Standard Industrial ClassificationStandard Industrial Classification Browse or search SIC codes
NAICSNAICS North American Industrial Classification SystemNorth American Industrial Classification System
International Classification SystemsInternational Classification Systems The United Nations Statistical DivisionThe United Nations Statistical Division International Standard Industrial Classification International Standard Industrial Classification
(ISIC)(ISIC) EU Classification System (NACE)EU Classification System (NACE) Global Industry Classification Standard (GICS)Global Industry Classification Standard (GICS)
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GovernmentGovernment
Utah.gov Business InformationBusiness Information
Firm Find Firm Find Pioneer Online Doing Business in Utah Workbook
USA.gov SEC EDGAR corporate financial report corporate financial report
filings filings Publicly traded software companies in Utah.
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AcademicsAcademics
LibrariesLibraries UVU library Pioneer Online Library of Congress Rensselaer at Hartford University
University PublicationsUniversity Publications Harvard Business ReviewHarvard Business Review BYU – Marriott MagazineBYU – Marriott Magazine
Shopping Online
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Demographic Demographic InformationInformation
Melissa Data
Real Estate SourcesReal Estate Sources Coldwell Banker OnBoard, LLC homefair
Utah County Salt Lake County
Demographics
Nation Master / / State Master
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US Census BureauUS Census Bureau
Census.gov American Factfinder QuickFacts County Business Patterns Economic Census American Community Survey Statistical Abstract of the US
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Internet Competitive Internet Competitive IntelligenceIntelligence
Track your business and your Track your business and your competitorscompetitors
Google Toolbar toolbar.google.comtoolbar.google.com
Alexa Toolbar download.alexa.comdownload.alexa.com
Manta Jigsaw.com: contacts and company infoJigsaw.com: contacts and company info Nameboy
Use this service for web domain info
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Competition ProfileCompetition Profile
DescriptionDescription NumberNumber SizeSize Strengths & WeaknessesStrengths & Weaknesses
Comparison with Proposed VentureComparison with Proposed Venture
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Industry Information & Industry Information & AnalysisAnalysis
Valuation Resources White papersWhite papers
Business White Papers
Special Interest OrganizationsSpecial Interest Organizations U.S. Religious Landscape Survey
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Market Research Firms Market Research Firms
Harris Interactive NewslettersNewsletters
Gallup Polls FindArticles
Look for research abstracts.Look for research abstracts. Beware of stringers.Beware of stringers.
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International Market International Market AnalysisAnalysis
Translation tools CIA World Fact book Search Engine Colossus
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Marketing / MediaMarketing / Media
NewslettersNewsletters TelevisionTelevision
KSL NewspapersNewspapers
Deseret News Business MagazinesBusiness Magazines
Business Connect
Other resources at Other resources at AddOptions.org
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Online PROnline PR
News is ContentNews is Content Using the News to get your message Using the News to get your message
out.out. Online Press ReleasesOnline Press Releases
UtahNewsSource.com PRWeb.comPRWeb.com
Have a Good Newsworthy pitch.Have a Good Newsworthy pitch.
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Where Am I Going?
E-Commerce Development E-Commerce Development FlowchartFlowchart
Optimized Website
Marketing 7 C’s
ContextContent
CommunityCustomization
CommunicationConnectionCommerce
Hosting Company
MultipleDomain Names
Company Name& Trademarks
Productand/or
Service
Payment Gateway
Supply System
Merchant Account
BusinessBank Account
Tax ID #
Articles of Incorporation
Management Team
Financial Accounting
Programming & Design
Market Research
Shopping Cart
Business Plan
Government
Where Do I Start?What Have I Got?
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Viral MarketingViral Marketing
If you dig straight through the earth, where will you come out at?
They're Taking The Hobbits To Isengard
Will It Blend? Will It Blend?