Find Books

This section will introduce several "how-to" books on business to help you get started with your research. These books will primarily introduce you to business plan writing. These books will also introduce general business types such as retail and service business models.

 

Find Books Using Relevant Subject Headings

• Yoga.
• Yoga – Study and teaching.
• Yoga – Management. 
• Yoga- Economic aspects.
• Hatha yoga.
• Hatha yoga – Study and teaching.
• Hatha yoga- Economic aspects.
• Mindfulness-based cognitive therapy – Management. 
• Stress management.
• Business planning.
• New business enterprises -- Management.
• Small business -- Management.

 

Google Books 
Google Books is a search feature offered by Google. It enables users to search the full text of approximately 10 million books that Google has scanned and stored in its digital database. It also offers previews of books that are currently still in print.

Worldcat 
A global catalogue of library collections from various libraries around the world. You can search for books on business planning, new enterprises, start-ups, or your specific industry. You can search for all the locations with copies of a specific item, and then locate the item in a nearby library. In Worldcat, you can also view research articles and other digital content directly online.

 

 

illume
A search portal to BC's post-secondary and public library collections (93 libraries). 

Find Business Plans

In the page below you will find examples of successful business plans. Researching your business plan can be a very time-consuming experience, but it is an essential and worthwhile investment. Your business plan will become your most important day to day operating tool. The information resources and strategies in this guide will help you create an effective plan and increase your chances for business success.

Review Sample Plans for Ideas

Most books about starting a business will include examples of business plans, as well as business planning templates. In addition to books, online business resources frequently include sample business plans. Here are a few to get you started.

 

Business Plans

Bplans.com
This site offers a selection of free sample business plans, as well as articles on business planning. Bplans.com also sells business planning software.

• Yoga Center Business Plan
• Physical Fitness Gym Business Plan

 

Business Plans Handbook, Gale Publishing
This is a database of actual business plans written by North American entrepreneurs seeking financing for their businesses. Includes examples of many start-up business ideas. Access is available through many BC public libraries, made possible by a generous donation from the Sutherland Foundation. Affiliates of UBC can start here.

• Yoga Studio Business Plan - Namaste Family Yoga Studio
• Yoga Studio Business Plan - Rising Star Kids’ Yoga Studio
• Yoga Studio Business Plan - Barefoot Yoga
• Senior Citizen Yoga Instructor Business Plan - Youngberg Yoga
• Holistic Health Center Business Plan - Holistic Choices, LLC

 

SCORE
SCORE is a non profit association helping small businesses. Their library includes templates for business plans, SWOT analysis, financial projections and more.

Are there any other business plan sources you can find? Try: https://www.carnegielibrary.org/services/help-for-businesses/entrepreneurs-and-small-businesses/business-plans-index/

 

TIP: If you cannot find an exact business plan for your target market in the business plans above, try searching with your preferred search engine and keywords such as “yoga studio business”, “yoga studio business plan”, or “yoga studio business kids [or “women” or “seniors]”. You’ll find a variety of business plans; a few we came across are The Yoga Lunchbox’s Business Planning for Yoga Studios and Teachers and Mindbody’s Business Plan Template for Yoga Studio Owners.

 

Business Plan Template And Cash Flow Forecasting Tool
Our friends at Small Business BC provide two valuable tools in one download: the first is a well-structured business plan template that will help communicate what you plan to do, and how you plan to do it, while the second is a spreadsheet you can fill in to, among other things, project costs and expenses using common line items. These tools will set you on your way to being able to present your business plan to funders. 

 

Marketing Plans

Marketing Plan Outline from Government of Canada |This Government of Canada page reviews the components of a marketing plan and why a marketing plan is necessary for your small business. 

BDC Marketing Plan Template | This comprehensive marketing plan template from BDC is for Canadian entrepreneurs specifically and includes all the important sections of a marketing plan, including an executive summary, identification of your target customer, and how you'll measure your sales.

Small Business BC - How to Write a Marketing Plan
This guide shows you how to develop a marketing plan that includes details like how you intend to meet your customers’ needs and communicate the benefits of your products or services to them. When making any decisions about market positioning, pricing, promotions, and sales, your customers should always be top of mind.

 

Find Capital

In this section you will find links to information on funding for your business. No business can function without money to pay for overhead expenses and production or product costs. It is also unusual for a business founder to have the capital to fully fund their business. The sources in this section will help you consider the best source of funding for your business.

 

Other Suggestions for Obtaining Capital

With proper planning and a few resources to guide you on your way, identifying and securing capital to start and grow your business becomes a much smoother and gentler process. There are several ways to secure the capital needed to fund your business.

Government Funding

This is money that the government gives you to fund your business, based on your application to the funding grant. There are other types of government assistance you might wish to explore here: Business Grants and Financing.

Personal Savings

This involves saving your money from your current employment to invest in your business.

Personal Loans

This option means using your personal credit to secure a loan or using your personal credit card for business expenses.

Crowdfunding/Micro-Lending

Crowdfunding and micro-lending are both alternative ways of raising capital that involve having large groups of people pre-buy your product before it is launched or loan you small amounts that you can then use to finance your business.

Private Financing/Equity Financing

This type of financing comes in the form of loans from banks or individuals. It is obtained through your business’ credit availability or through providing equity in your business in exchange for money. This financing involves going into debt or giving up some control of your business.

Below, we have some resources that can help you find funding options for your business:

• Fundica
• Funding and Grants Database
• Innovation Canada

Industry Codes: The North American Industry Classification System (NAICS)

At the start of your research, it may not be clear what specific industry you should be examining. A good strategy is to find out if your business idea is classified in an industrial classification system. These systems organize industries by assigning them a numeric code. The most commonly used system is the North American Industry Classification System (NAICS). Once you know your Industry Classification Code you can use this number to:

• Find industry-specific statistics on government websites or in library databases
• Generate lists of competitors in company directories

Another common classification system is the Standard Industry Code (SIC). NAICS have mostly replaced the SIC, but the SIC is still used by some commercial databases. Finding and using these classification systems to effectively search can be tricky, so don't hesitate to ask a librarian for help.

Start With These Suggestions

​​

Search or browse all NAICS or SIC codes on the NAICS Association website. Some NAICS codes are different in Canada — you can search by keyword or browse Canadian NAICS codes at Statistics Canada or Canadian Industry Statistics. To search for a SIC code using a NAICS code and vice versa, use the NAICS & SIC Crosswalks.   

For more information about planning your industry research, including identifying your industry codes, check out the video tutorial for Module 3: Planning Your Industry Research.

Library Databases

The Expensive World Of Business Information

Believe it or not, you cannot find everything on Google! Have you ever done an online search and found the perfect industry report only to find that it costs over $5,000? Did you know that libraries pay for many expensive databases that could be helpful in your secondary market research? 

Search engines like Google can only provide direct access to freely available information. Most of the web, including business information, lives in databases behind expensive paywalls. This paywall-protected section of the Internet is known as the deep web. Fortunately, some libraries pay to subscribe to databases so they can provide free access to their patrons — and many business databases can contain useful information such as articles, market research, and company reports.

There are several strategies you can use to access relevant business information on the deep web. First, we urge you to look up what business resources your local public or academic library can provide access to. Each database has its own arrangement, with unique interfaces and search features. It helps to know the structure and search terms of the specific database you are working with in order to retrieve effective results. 

Also, it is important to know that library databases are restricted by specific usage agreements. It can help to consult with a librarian if you have trouble navigating a specific database. They may also be able to help you find comparable information elsewhere. Libraries with robust business collections might have useful e-books, directories and trade journals. As you conduct your secondary market research you will likely need to consult both free and deep web resources.

For more information about how and why to use business databases, check out our video tutorial, Module Four: Conducting Your Industry Research.

 

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases: Use "by title" if you already know the name; otherwise you can search the list "by subject" to find starting places for undertaking market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor, check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

 

Provincial Library Database Partners

How to access: Check out the database list and note the License Participants to find out which institutions have access. Otherwise, contact your local post-secondary library to see what they offer.

BC Electronic Library Network (ELN) Research Databases

ELN licenses databases with partner academic libraries. These include LexisNexis, Canadian Newsstream, Hoovers, CBCA Business, ABI/INFORM Complete and others that may be of interest to business researchers.

 

ABI/INFORM Collection

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Created by ProQuest this database contains full-text articles from over 1,000 business magazines and journals that track business conditions, trends, management techniques, corporate strategies, and industry-specific topics.

• The global pilates & yoga studios market grew USD 145.46 billion by 2027, at a CAGR of 8.12%.: Pilates & yoga studios market research report by activity (merchandise sales, pilates & yoga accreditation training, and pilates classes), applications, region (Americas, Asia-Pacific, and Europe, Middle East & Africa) - global forecast to 2027 - cumulative impact of COVID-19. (2022, Aug 11). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• YogaWorks ramps up Live/On-demand classes - 25 live streams per day, 1300+ classes on-demand lead industry: YogaWorks, the world's premier provider of yoga instruction, has ramped up its live stream class schedule, now offering 25+ sessions per day from its Santa Monica studio and locations worldwide. the increased online activity and augmented on-demand content, now counts 1300+ classes. (2022, Mar 08). PR Newswire. Retrieved from ABI/INFORM database. 
• Global pilates and yoga studios market expected to garner $269,301.8 million in the 2021-2028 timeframe, growing at 10.0% CAGR [276-pages] | announced by research dive: The global pilates and yoga studios market is anticipated to grow tremendously by 2028, mainly due to increasing adoption of new forms of exercises such as flexibility training. furthermore, growing popularity of yoga classes due to rising awareness about health benefits of yoga is expected to make the yoga classes sub-segment the most profitable one. (2023, Jan 10). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• Health and wellness brand, Honor Yoga, taps integrated digital strategies to develop and implement robust digital marketing campaign: Integrated digital strategies, a nationally recognized digital marketing firm servicing emerging franchise brands, is pleased to announce its partnership with Honor Yoga, an emerging health and wellness brand showcasing three robust business models. (2021, May 11). PR Newswire. Retrieved from ABI/INFORM database. 
• Fitness platforms for disabled global market report 2022: Major players in the fitness platforms for the disabled market are Apple Inc. , Kakana, Adaptive Yoga live, Champion’s RX, Evolve21, Kym Nonstop… (2022, Sep 08). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• Outlook on the yoga global market to 2027 - promotion of yoga for male participants presents opportunities. (2021, Jan 07). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• At 30.5% CAGR, mindfulness meditation application market to outstrip $2.63Bn by 2028 led by APAC region (23% market share in 2021) | the insight partners: The mindfulness meditation application market size is projected to grow from $533.2 million in 2022 to $2,633.4 million by 2028; it is estimated to grow at a CAGR of 30.5% from 2022 to 2028. (2022, Aug 23). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database.
• Yogaworks launches new cross-platform app featuring industry-leading, digitally exclusive instructors: Yoga leader delivers enhanced accessibility with seamless integration across streaming devices and builds upon core teaching philosophy with exclusive world-class talent. (2023, May 02). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• Content Engine, L. L. C. (2023, Mar 29). Meditation, yoga and mindfulness, the stars of a new business that moves millions. CE Noticias Financieras. Retrieved from ABI/INFORM database. 
• Shafer, J. (2023, Mar 09). Business fridays: Muddy waters yoga an 'inward experience'. TCA Regional News. Retrieved from ABI/INFORM database. 
• Content Engine, L. L. C. (2022, Aug 15). Yoga in london, without diversity and for the few: The battle for inclusion in a growing business. CE Noticias Financieras. Retrieved from ABI/INFORM database. 
• Munir, K., Ansari Shahzad (Shaz), & Brown, D. (2021). From patañjali to the “Gospel of sweat”: Yoga’s remarkable transformation from a sacred movement into a thriving global market. Administrative Science Quarterly, 66(3), 854-899. Retrieved from ABI/INFORM database. 

 

Mergent Online

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Provides access to US and international public company data. This database also contains data on companies that were acquired, went bankrupt, liquidated or merged out of existence from 1995 forward. Users can compare companies and export data into programs like Excel.

 

BCC Research Centre

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Publishes 250 reports annually that are complete with market intelligence, five-year forecasts, statistical and analytical data, key players, market share, industry structure and dynamics, and technological shifts and trends.

• BCC Publishing. (2020, February). Stress Management Industry: Global Trends [Report Code HLC256A]. Retrieved from BCC Research Centre database.
• BCC Publishing. (2020, April). Health and Weight Management Market [Report Code HLC253A]. Retrieved from BCC Research Centre database.
• BCC Publishing. (2023, May). Fitness Apps: Global Market Size, Share & Growth Forecast  [Report Code IFT274A]. Retrieved from BCC Research Centre database.

 

Business Source Ultimate

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies. Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

• Miller, R. K., & Washington, K. (2019). Chapter 84: Yoga: 84.1: Market Assessment. Leisure Market Research Handbook, 384. Retrieved from Business Source Ultimate database.
• Miller, R. K., & Washington, K. (2019). Chapter 84: Yoga: 84.5: Market Resources. Leisure Market Research Handbook, 386. Retrieved from Business Source Ultimate database. 
• Practicing yoga in the Metaverse with Alo. (2022). Sporting Goods Intelligence Europe, 33(7/8), 1. . Retrieved from Business Source Ultimate database.
• Kuuru, T.-K. (2022). Embodied knowledge in customer experience: reflections on yoga. Consumption, Markets & Culture, 25(3), 231–251. Retrieved from Business Source Ultimate database.
• PE firms invest in yoga: “Yoga is particularly attractive given its high level of consumer penetration.” (2019). Mergers & Acquisitions, 54(5), 8. Retrieved from Business Source Ultimate database.
• Kell, J. (2020). The Coronavirus Economy: How my job as a yoga studio owner has changed. Fortune.Com, N.PAG. Retrieved from Business Source Ultimate database.
• Burns, E. (2022). Y7 Studio Commits to Omnichannel Strategy With New Digital Platform. WWD: Women’s Wear Daily, 21. Retrieved from Business Source Ultimate database.
• Saggers, D. C. (2019). 100% Canadian Franchise Systems. FranchiseCanada Magazine, 83–85. Retrieved from Business Source Ultimate database.
• Mandelbaum, R. (2020). How A Des Moines-based Yoga Studio is Surviving the Pandemic. Bloomberg.Com, N.PAG. Retrieved from Business Source Ultimate database.

 

First Research Industry Profiles

How to access: If you are a UBC student, staff, or faculty you can access many of these reports through ABI/INFORM and/or Business Market Research Collection (Proquest).

Covers over 900 industry segments. Updated on a quarterly basis, these industry profiles contain critical analysis, statistics and forecasts to help you engage key prospects, coach key clients, and deepen customer relationships. You can search for reports by NAICS, SIC or keyword or browse by category.

• (2023, April 24.) Fitness Centers- Quarterly Update 4/25/2023. Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection database. 
• (2023, April 24.) Rehabilitation Therapy Services- Quarterly Update 4/25/2023. Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection database. 

 

IBISWorld Industry Reports

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

IBISWorld research is an independent, professional publisher of high-quality market research reports. These reports analyze the underlying structure and external forces that drive an industry.

• Govdysh, A. (2023, January). Gym, Health, and Fitness Clubs in Canada. Canada Industry (NAICS) Report 71394CA / Arts, Entertainment, and Recreation in Canada. Retrieved from IBIS World Industry Reports database.
• Wood, G. (2023, March). Pilates & Yoga Studios in the US. US Specialized Industry (NAICS) Report OD4185 | Life Sciences. Retrieved from IBIS World Industry Reports database.
• Govdysh, A. (2023, January). Gym, Health, and Fitness Clubs in the US. US Industry (NAICS) Report 71394 / Arts, Entertainment, and Recreation. Retrieved from IBIS World Industry Reports database.

 

Marketresearch.com/Freedonia Focus

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.

• Freedonia Focus Reports. (2022, May). Recreation: United States. Retrieved from Marketresearch.com database. 

 

Business Market Research Collection (Proquest)

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Business Market Research Collection brings together four sources to help students more easily conduct the research they need to produce business plans, marketing plans, startup plans, market growth analysis, and strategic and financial plans. Includes access to: Hoover's Company Profiles, OxResearch, Barnes Reports, and the older Snapshots Series, which includes market research overviews on over 40 industries and 40 countries to 2008.

• (2023, April 24.) Fitness Centers- Quarterly Update 4/25/2023. Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection database. 
• (2023, April 24.) Rehabilitation Therapy Services- Quarterly Update 4/25/2023. Fort Mill, South Carolina: Mergent. Retrieved from Business Market Research Collection database.

 

Statista

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

A simple to use statistics portal that integrates statistics from thousands of sources, on topics related to business, media, public policy, health and others. Statistics can be exported in PPT, XLS, PDF, and PNG formats. Some basic content available for free.

• Target group: Yoga & pilates enthusiasts in Canada. (2023, March). Statista Consumer Insights. Retrieved from Statista database.
• Kunst, A. (2023, March 8). Fitness and health service online purchases in Canada in 2022. Statista Global Consumer Survey. Retrieved from Statista database.
• Kunst, A. (2023, March 8). Fitness and health service purchases in Canada in 2022. Statista Global Consumer Survey. Retrieved from Statista database.
• Target group: Gym & fitness club members in Canada. (2023, March). Statista Consumer Insights. Retrieved from Statista database.
• Kunst, A. (2022, February 23). Online fitness and health purchases by brand in Canada 2020. Statista Global Consumer Survey. Retrieved from Statista database.
• Statista Research Department. (2022, December 9). Market size of the pilates and yoga studio sector in the United States from 2012 to 2020, with a forecast until 2022 (in billion US dollars). IBISWorld. Retrieved from Statista database. 
• Statista Research Department. (2016, April 26). Revenue of the yoga industry in the United States from 2012 to 2020 (in billion US dollars). Sports Club Advisors. Retrieved from Statista database. 
• Statista Research Department. (2016, April 26). U.S. yoga and pilates industry segmentation in 2015, by products/services. IBISWorld. Retrieved from Statista database. 
• Gough, C. (2023, January 31).  Revenue of the fitness, health, and gym club industry in the United States from 2021 to 2022 (in billion US dollars). IBISWorld. Retrieved from Statista database. 

 

WARC: World Advertising Research Center

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

WARC has case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It also includes company profiles, advertising spending statistics, and demographic and economic data.

• (2017). California Fitness & Yoga Centre: #IAMMOREVIETNAM. MMA Smarties. Retrieved from WARC database.
• Phipps, E. How coronavirus has reshaped the fitness industry. ANA Magazine. Retrieved from WARC database. 
• (2022, August 22). Influencer interview: How Shekinah Monee builds authentic partnerships with lifestyle brands. WARC Opinion. Retrieved from WARC database. 
• Pena-Taylor, S. (2021, September). Peloton’s engagement-first design philosophy. WARC Event Reports, DMEXCO. Retrieved from WARC database. 
• Thompson, W. (2023, April). Inclusion’s next wave. WARC Best Practices. Retrieved from WARC database. 
• (2016, March 30). Yoga guru challenges global trends. WARC News. Retrieved from WARC database.

 

Newspapers and News Sources - UBC Library Research Guide

How to access: The guide can be viewed through the link below. Individual resources and databases will have different access requirements.

UBC Library has an excellent collection of current and historical newspapers from B.C., Canada, and around the world. UBC affiliates will have access to these resources.

• 'I was just trying to survive that first year': Cambridge-based atlas yoga receives $10,000 small business grant. (2022, Aug 18). Times. Retrieved from Canadian Newsstream database. 
• Austin, J. (2021, Aug 19). Business building supportive 'yoga mom' community. The Brandon Suns. Retrieved from Canadian Newsstream database. 
• Modo Yoga looks toward a positive future: Store openings, pizza subscriptions and other hamilton business news. (2021, Mar 03). The Spectator. Retrieved from Canadian Newsstream database. 
• Griffin, K. (2020, May 10). Fitness industry eager to get moving; yoga studios, gyms among businesses awaiting provincial guidelines allowing them to reopen. The Province. Retrieved from Canadian Newsstream database.
• Business profile: Golden Lotus Yoga Studio. (2019, Nov 09). The Golden Star. Retrieved from Canadian Newsstream database.
• Female business owners collaborate to bring goat yoga to the South Cariboo. (2019, Jul 25). 100 Mile House Free Press. Retrieved from Canadian Newsstream database.
• Pilates and yoga studio market is booming in upcoming period 2030. (2023, May 4). MENA. Retrieved from Nexis Uni database.
• Yoga studios market by platform, en user, component, and region, global forecast to 2030. (2023, April 12). MENA. Retrieved from Nexis Uni database. 

 

Industry News

In this section we have gathered some of the most popular information sources, such as trade journals, magazines, blogs, and association websites. Industry information is always changing. For the latest news, current issues and popular opinions, try following one or more of these sources. In addition, interacting with the websites that provide this information through commenting and asking questions may also provide you with more information.

 

Associations

Trade associations often publish free industry newsletters that are excellent sources of information for your business plan. Such newsletters often have articles that cover in-depth topics on business management, manufacturing practices, how-tos, and current industry news.

Canadian Associations

Canadian Yoga Alliance (CYA) | The Canadian Yoga Alliance is a national 'Yoga Alliance' open to all Yogic minded individuals to network with, share and grow. Check out the Public Member index page  to view a listing of yoga studios in your area.

Yoga Ministry of Canada | The Yoga Ministry of Canada aims to advance the art and practice of yoga by providing meaningful and affordable educational opportunities for members, teaching them tools and resources needed to expand and improve their businesses. They provide low-cost classes for members, and write about all forms of yoga on their blog. 

Iyengar Association of Canada | IYAC/ACYI is a nonprofit and the governing body of Sri B.K.S. Iyengar Yoga in Canada. They host workshops and events, sometimes with international attendance, and maintain an extensive resource library for their members. 

International Associations

Yoga Alliance (YA) | Yoga Alliance is the national education and support organization for yoga in the United States. Check out their work in their 2020-2021 Annual Report. 

International Yoga Federation (IYF) | The IYF is a non-profit organization founded in 1987, whose mission is to lead the global yoga community, set standards, foster integrity, provide resources, and uphold the teachings of yoga. Members can investigate their array of classes and get an International Yoga Teacher card. 

Yoga International | Yoga International connects practitioners of yoga, meditation, and Ayurveda. Offers numerous online classes and workshops.

International Association of Yoga Therapists | The IAYT seeks to establish yoga as a recognized and respected form of therapy. It advances this goal with accreditation and certification courses for members, as well as flagship publications Yoga Therapy Today and the International Journal of Yoga Therapy.

 

Magazines & Trade Journals

Trade associations often publish free industry newsletters that are excellent sources of information for business planning. Such newsletters often have articles that cover in-depth topics on business management, manufacturing practices, how-tos, and current industry news.

Yoga Journal | Each Yoga Journal issue contains feature stories on yoga, food and nutrition, fitness, wellness, and fashion and beauty. Published 9 times per year. Their websites contains articles on poses, foundations, meditations, and has a wealth of information for yoga teachers. 

Yoga Magazine | A yoga magazine based out of the UK and published 12 times a year. This publication aims to be chic and contemporary, while publishing articles on wellness, yoga, and healthy living. 

Om Magazine | A UK based yoga magazine that is published 10 times a year and covers all aspects of yoga practice. 

The Yoga Magazine Portal | Links to the best yoga, meditation and spiritual enlightenment print magazines from around the world.

Ascent Magazine | Published in Montreal, Ascent was an independent, not-for-profit magazine of yoga and engaged spirituality from 1999-2009.To read articles from any of ascent's forty issues, visit the back issues section of the website.

 

Consultant & Other Websites

MarketWatch - Industry Analyzer | The Industries section contains current data on Dow Jones Industry Sectors. Aggregate data as well as company-specific data is available.

PriceWaterhouse Coopers Canada (PwC) | Global consultancy firm that produces reports on the state of various industries.

Firsthand | A free source of industry information. Use the Industry Profiles to research growing industries and best industries by major, and Company Rankings and Profiles to find news, company information, and industry-specific sample professions. Basic monthly membership is free and offers access to blogs, discussion forums, and job listings.

• Yoga and Pilates Instructors
• Health Club Owners and Managers

Skilled Immigrant InfoCentre | This free resource created by the Vancouver Public Library is an online and in-person resource that helps newcomers to Canada find information to get a job, explore different careers or start a business.

Blogs, Podcasts, & Discussion Forums 

Blogs

Mastering the Business of Yoga | This blog, stylized as M.B.Om., helps yoga teachers and studio owners build practices that are both spiritually fulfilling and financially sustainable. Topics have included curating the perfect studio vibe and building an email list with online classes.

Suzanne Reiker Blog | Suzanne Reiker has over 20 years of experience as a business coach for yoga teachers and wellness entrepreneurs. Among the topics she discusses on her blog are mindset shifts toward building your business. 

Momoyoga | Momoyoga, a scheduling app for fitness classes, has a blog section dedicated to yoga teachers, with topics such as making classes more inclusive and preventing vocal fatigue. 

Daily Cup of Yoga | This lifestyle blog includes information for anyone who lives and breathes yoga, including reading recommendations and ideas for advertising your brand on social media.

J. Brown Yoga | J Brown Yoga seeks to change the flow and direction of yoga practice in the West and create engagement around a deeper practice, with a high volume of interesting, engaging posts on all things yoga. 

Rachel Scott Yoga | Though Rachel Scott explores yoga through her own personal humorous lens, she also writes posts for those interested in the business of yoga and expanding their own businesses.

 

Podcasts

M.B.Om. | Owner of Mastering the Business of Yoga takes her practice-building to the next level with this podcast, which features a different yoga teacher every week to share their business story and inspiration with newer practitioners and studio owners. The podcast is geared toward building a sustainable and financially sound career in yoga. 

The Business of Teaching Yoga | The Business of Teaching Yoga podcast is the place to find practical advice for yoga business owners in increasing their income, reaching people, and building a business that aligns with their values. 

The Blissful Biz with Susanne Reiker | Susanne Reiker’s top-rated podcast focuses on business strategy for wellness entrepreneurs and yoga teacher, navigating topics such as turning passion into profits and selling without becoming a salesperson. 

The Yogipreneur | The Yogipreneur is dedicated to business and marketing for yoga teachers. Hosted by Kelly McHugh, its mission is to “grow your community in a way that makes it easy for you to take action today”.

The Connected Yoga Teacher | The Connected Yoga Teacher offers a “place where you, the yoga entrepreneur, can feel supported every week, between the classes, workshops and trainings that you are teaching or attending”. This podcast invites myriad yoga professionals to share stories and give actionable steps for creating and feeding community.

Yoga Teacher Resource Podcast | The Yoga Teacher Resource Podcast focuses on clear, relevant, and actionable advice for yoga teachers.

 

TIP: As with all sources, news articles and blogs should be carefully evaluated. For information on how to evaluate your information, watch video tutorial Module Five: Using Information Responsibly.

Government Websites

In this section we have gathered some of the most reliable freely available online government and employment websites for you to use in your research.

 

Canadian Websites

BC Stats | Current reports and statistics from British Columbia's central statistical agency including labour market information, economic statistics and bankruptcies. Start by searching their Industry section and narrowing by industry type or go to the Business, Industry & Trade page to skim all the different business-related topics.

 

Government of Canada - Business and Industry | The Government of Canada's comprehensive page for business and industry guides you through important information on starting a business. You will find necessary permits and information on tax and regulation, as well as advice on how to protect your intellectual property through copyright or trademark, a primer for selling to the federal government, information on importing and exporting goods, and advice on managing and protecting your business operations. 

• Starting a business 
• Overview of federal government Services for Small Business 

 

Statistics Canada Data | Formerly known as CANSIM, Statistics Canada's key socioeconomic database is updated daily. It is free to search the data tables.

• Participation in outdoor activities
• Participation in outdoor activities, by type of household
• Participation in outdoor activities, by household income
• Physical fitness measures of the household population
• Distribution of the household population by physical fitness classification
• 60 minutes of play, every day!
• The grand re-opening of the home gym

 

Canadian Industry Statistics (CIS) - Industry Canada | CIS analyses industry data on many economic indicators using the most recent data from Statistics Canada. CIS looks at industry trends and financial information, such as GDP, Labour Productivity, Manufacturing and Trade data.

• 71394 - Fitness and recreation sports centres

 

City of Vancouver’s Open Data Portal

How to access: The guide can be viewed through the link above and is free to use.

The Government of Canada routinely collects vast quantities and kinds of information on a diverse spectrum of topics. Now the City of Vancouver is making this information available to the public in a single concise searchable portal called Open Data 101. This data is accessible to the public and structured in an easy to understand format.

• Business licenses

 

Innovation, Science, and Economic Development Canada
Provides market research, industry statistics, licensing information for intellectual property, and information about doing business internationally. The Industry Canada site features interactive applications such as customizable trade reports, cost calculators, and online business planning guides. You can also search broad Canadian industry statistics.

 

The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.

• Ten-year trend in physical fitness among Canadian adults
• Canadian Health Measures Survey: Activity monitor data, 2016-2019

 

WorkBC | Find current employment outlooks, labour market information, relevant links, and a geographic representation of the BC workforce. Start by searching your Industry Profile.

 

US & International Websites

Small Business Administration: Free Small Business Data
This site is created and managed by the US Small Business Administration (SBA) and provides a list of free sources of information that you can use to obtain data about markets in the US.

 

Regulations

Learn More About Compliance Issues

When it comes to starting a business, one of the first decisions you need to make is the legal structure of your business - sole proprietorship, partnership, limited liability partnership, or limited company. You'll also need to register your business and you'll need to be aware of many municipal, provincial or federal regulations. The websites in this section will help you.

Innovation, Science and Economic Development Canada - Permits and Licenses Search

Search for the permits and licenses applicable to your industry and location to meet all federal, provincial and municipal regulations.

 

General Business Resources

BizPaL
This is the one-stop website to assist Canadian businesses that are just starting up, or expanding into new areas. BizPaL asks you a short series of questions about the nature and scope of your current or proposed business. Based on your answers, BizPaL provides you with a customized list of government permits and licences that you may require to operate your business. All of the information that you provide is kept anonymous, and you may save or print your results for future reference.

 

Canada Revenue Agency - Business
This section of the Canadian federal tax agency's website contains important taxation and documentation requirements that businesses operating in Canada must adhere to.

• Keeping records
• Business Number (BN) registration
• Business expenses

 

Small Business BC (SBBC)
SBBC is a great place to start for information on BC specific regulations and guidelines, for whatever stage you are in your business development. This is a great post on the topic.

 

The Province of British Columbia
Provides information on programs and resources available to small business owners in British Columbia. Includes information on taxes and industry regulations. Start with the Permits, Licences & Registrations section.

 

BC Business Registry

British Columbia's online Business Registry is a self-serve application allowing small business owners to complete provincial registrations or incorporations of their business, file name requests on behalf of their business, and store maintenance filings required by British Columbia. Anyone with a BC Registries account may also search for existing businesses and clients, providing access to business information and filings for co-operatives, benefit companies, sole proprietorships, and general partnerships. Use the Business Structures Wizard to help you!

Tips on Company Research

An in-depth investigation and analysis of your competition is one of the most important components of a comprehensive market analysis. A competitive analysis allows you to assess your competitors' strengths and weaknesses in the marketplace, and to implement effective strategies to improve your competitive advantage. Here are some research strategies for doing your competitive analysis:

• Company directories can be used to create lists of competitors by industry, product line, size, etc.
• Doing a company name search in a general research database is an excellent way to learn more about your competitor’s products, services, prices, and media coverage.
• If your competitors are public companies, learn more about them by reading their financials and annual reports.
• News archives provide a range of competitive information on both public and private companies.
• Patents are a good way to learn about the technical and design features of a competitor's products. You can refer to this UBC Library Research Guide, created by UBC Engineering Librarians, if you are looking for patent information. Most of the resources listed are freely available.

For information on primary and secondary market research, as well as common sources for secondary market research, watch our video tutorial Module One: Introduction To Market Research.

Finding information on public companies is considerably easier than finding information on privately-held companies. Information on public companies is readily available online, or at your local library. Another good starting point is the list of resources in the next section of this Accelerator Guide: Find Competitors. Unlike public companies, private companies are not required to file with the System for Electronic Document Analysis and Retrieval (SEDAR). Searching for private company information is considerably more difficult and will require a lot of patience, and a healthy dose of creativity. 

Find Competitors

Learning About Competitors

To create a list of competitors and find basic information about them (e.g. number of employees, contact information) you will need to consult business directories. Many directories are available online for free, while others are fee-based commercial databases. You can find directories that are particular to an industry or geography. Your local library will likely have a good collection of directories that you can consult in person.

For further information about secondary market research, see our video tutorial Module Two: Secondary Market Research for Industry Analysis.

If you know of some public companies in your industry, then annual reports can provide a great deal of useful financial information including sales volume, revenue increases, and total market share. You can search the System for Electronic Document Analysis and Retrieval (SEDAR) for Canadian Company filings. If the competitor you are researching does business in the US, then you search the Security and Exchange Commissions equivalent, EDGAR, which provides free public access to corporate information including financial information and operations by reviewing registration statements, prospectuses and periodic reports filed on Forms 10-K and 10-Q. You also can find information about recent corporate events reported on Form 8-K that a company does not have to disclose to investors. You can use advanced search features to search by Standard Industry Classification (SIC) codes.

 

Free Business Directories

CanadaOne - Canadian Business Directory
CanadaOne has a directory of over 20,000 Canadian businesses.

• Compass Yoga and Wellness
• Feel Good Yoga Victoria
• Graceandflow
• Innergy Corporate Yoga Inc.

 

D&B Hoovers
Provides information on 18 million US and international companies, both public and private. D&B Hoovers' reports are generated quickly, and are easy to read. A fair amount of information is provided for free, but much more is available with a paid subscription. If you know the company name or ticker symbol of any of the key players in your industry, try searching for their Hoovers records to find key information. Use the link above for free information or contact your local library to see if they provide access. Affiliates of UBC may have access. 

• Kula Yoga Studio 

Proprietary Business Directories

Business in Vancouver, Book of Lists
Comprehensive collection of BC business data compiled annually as the popular BIV Book of Lists. Provides data on over 1000 companies including: websites, phone numbers, e-mail addresses, top executives' names, company age, revenues, profits and much more. UBC affiliates and in-person community researchers can obtain access to a print version (here are details on how to locate it) or you can get your own online subscription.

 

Mergent Online
Provides access to detailed information on US and international companies. Data can be compared and exported into software applications such as Excel. Affiliates of UBC can learn more and get access.

 

The Blue Book of Canadian Business
Detailed profiles for over 60 Canadian corporations, including missions/values, history, operations, social responsibility and executive biographies. Also contains directory type information for 2,500 Canadian companies, a ranking of the top 500 companies and a list of the top 400 Canadian stocks. UBC affiliates and in-person community researchers can obtain access to a print version of this periodical (here are details on how to locate it at UBC in Vancouver).

 

Reference Canada
Provides information on more than one million businesses throughout Canada. Includes name, address, phone number, contacts, number of employees, annual sales volumes, line of business, and credit rating. Vancouver Public Library subscribes to this online directory so check with your local library about access.

 

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases: Use "by title" if you already know the name; otherwise you can search the list "by subject" to find starting places for undertaking market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor, check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

 

Mapping Your Competitors

Online maps such as Google Maps or Bing Maps and popular directories such as Yelp are a fast way to locate nearby competitors, and to get a better sense of the region your business operates within. Try searching for the name of your product or industry and narrowing your results by focusing the map on a specific location, such as a city or neighborhood.

SimplyAnalytics

This is an Internet-based mapping application that enables users to develop interactive thematic maps and reports using thousands of demographic, business, and marketing data variables. Check your local public or academic library for access. UBC affiliates can learn more and get access.

 

Trade Shows

Attending trade shows is an excellent way to learn more about your competitors. Contact local associations or read trade publications to find out what trade shows are coming to your community.

10Times.com | The largest worldwide online directory of trade fairs, business exhibitions, trade shows, conferences, and seminars for various industries. Search for trade shows by industry, country, date, organizer, or venue.

The Yoga Show and Conference | The Yoga Show and Conference is the largest conference in Canada for yoga aficionados, bringing together 30000+ attendees and over 300 exhibitions.

Mind Body Fitness Conferences | Mind Body Fitness Conferences are smaller four-day retreats and workshops held all over North America, which offer the opportunity to dive into all aspects of yoga practice in community. 

 

Find Financial Benchmarks

One thing you will need to do in the financials section of your business plan is discuss how you will price your products and/or services, and how this compares to your competitors. You will need to develop a financial plan that includes your projected revenues and net income. The following resources will help you find financial information on competitors in your industry.

 

Free Tools for Finding Financial Info

EDGAR
Filings with the US Securities & Exchange Commission by companies listed on US exchanges. 10-K Forms include detailed information on company history, structure, financial statements, and other relevant data.

 

SEDAR
A collection of corporate filings that are required by securities regulators, from companies operating in Canada. This website is an excellent source for information about a company's plans, competitive environment, markets, products, and assets. SEDAR is the Canadian equivalent of EDGAR.

 

Finding Benchmarks & Ratios

Ratios are tools that allow you to plan and assess your company's progress over time, and to compare it to other companies in the same industry. There are diferent kinds of ratios, including operating ratios, financial ratios, performance indicators, and benchmarks.

 

Financial Performance Data (formerly SME Benchmarking Tool)
Tool for benchmarking your financial reports with others in your sector. Website also includes a collection of financial data and annual reports of various Canadian companies. For instructions on using the Financial Performance Data click here. To create a report using Financial Performance data click here.

TIP: Remember to search using your NAICS code (eg. 71394 for Fitness and Recreational Sports Centres)

 

Financial Performance Indicators for Canadian Business
Offers current financial ratios by industry, based on data provided by Statistics Canada. The indicators are designed to serve as financial performance benchmarks against which individual firms and industries can be compared. Affiliates of UBC, UNBC, UVic and SFU have access through Abacus Dataverse. If you are visiting, please contact your local library about access.

 

 

Proprietary Tools For Finding Financial Info

UBC Company Research Guide
This research guide was created by UBC business librarians. Follow this link to go directly to the section of the guide that features various UBC Library electronic resources that are recommended for searching for financial information on competitors, such as credit rankings, stock prices and investment analyst reports. You can explore the navigation on the right-hand side to find more recommended research sources on the general topic of company research.

 

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

 

Mergent Online
Provides access to detailed information on US and international companies. Data can be compared and exported into software applications such as Excel. Affiliates of UBC can learn more and get access.

 

Tools For Calculating Your Own Financials

• Financial Ratio Calculators - Business Development Canada
• Financial Ratios Calculator: Debt to Equity and Other Ratios - Canada One
• Business Calculators - GoForth Institute

Market Share & Size

Both market size and market share held by competitors are key factors when assessing the competitive environment. Keep in mind that there is no single source of market size and market share data. Market information is usually pieced together from various sources and is not often readily available for niche or emerging industries. One strategy is to combine a competitor's name or a comparable, established industry with the term market share in article databases or read market research reports. You will need to identify and describe your market – who your customers are and what the demand is for your products and services.

 

UBC Library Business Databases

How to access: If you are a UBC student, staff, faculty or in-person library visitor you may have access to business databases through the David Lam Management Research Library and Canaccord Learning Commons through the links below.

Full Listing By Title or Full Listing By Subject

There are two different ways to identify databases: Use "by title" if you already know the name; otherwise you can search the list "by subject" to find starting places for undertaking market research, finding articles or researching companies. To learn more about how you can access library resources if you are a community user or temporary visitor, check out the UBC Library Community Users & Visitors Guide. Community users and temporary visitors may have additional access restrictions to specific databases because of license agreements.

 

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

 

ABI/INFORM Collection

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Created by ProQuest this database contains full-text articles from over 1,000 business magazines and journals that track business conditions, trends, management techniques, corporate strategies, and industry-specific topics.

• The global pilates & yoga studios market grew USD 145.46 billion by 2027, at a CAGR of 8.12%.: Pilates & yoga studios market research report by activity (merchandise sales, pilates & yoga accreditation training, and pilates classes), applications, region (Americas, Asia-Pacific, and Europe, Middle East & Africa) - global forecast to 2027 - cumulative impact of COVID-19. (2022, Aug 11). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• Global pilates and yoga studios market expected to garner $269,301.8 million in the 2021-2028 timeframe, growing at 10.0% CAGR [276-pages] | announced by research dive: The global pilates and yoga studios market is anticipated to grow tremendously by 2028, mainly due to increasing adoption of new forms of exercises such as flexibility training. furthermore, growing popularity of yoga classes due to rising awareness about health benefits of yoga is expected to make the yoga classes sub-segment the most profitable one. (2023, Jan 10). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• Fitness platforms for disabled global market report 2022: Major players in the fitness platforms for the disabled market are Apple Inc. , Kakana, Adaptive Yoga live, Champion’s RX, Evolve21, Kym Nonstop… (2022, Sep 08). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• Outlook on the yoga global market to 2027 - promotion of yoga for male participants presents opportunities. (2021, Jan 07). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database. 
• At 30.5% CAGR, mindfulness meditation application market to outstrip $2.63Bn by 2028 led by APAC region (23% market share in 2021) | the insight partners: The mindfulness meditation application market size is projected to grow from $533.2 million in 2022 to $2,633.4 million by 2028; it is estimated to grow at a CAGR of 30.5% from 2022 to 2028. (2022, Aug 23). NASDAQ OMX's News Release Distribution Channel. Retrieved from ABI/INFORM database.
• Content Engine, L. L. C. (2023, Mar 29). Meditation, yoga and mindfulness, the stars of a new business that moves millions. CE Noticias Financieras. Retrieved from ABI/INFORM database. 
• Munir, K., Ansari Shahzad (Shaz), & Brown, D. (2021). From patañjali to the “Gospel of sweat”: Yoga’s remarkable transformation from a sacred movement into a thriving global market. Administrative Science Quarterly, 66(3), 854-899. Retrieved from ABI/INFORM database. 

 

BCC Research Centre

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Publishes 250 reports annually that are complete with market intelligence, five-year forecasts, statistical and analytical data, key players, market share, industry structure and dynamics, and technological shifts and trends.

• BCC Publishing. (2020, February). Stress Management Industry: Global Trends [Report Code HLC256A]. Retrieved from BCC Research Centre database.
• BCC Publishing. (2020, April). Health and Weight Management Market [Report Code HLC253A]. Retrieved from BCC Research Centre database.
• BCC Publishing. (2023, May). Fitness Apps: Global Market Size, Share & Growth Forecast  [Report Code IFT274A]. Retrieved from BCC Research Centre database.

 

Business Source Ultimate

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Otherwise, contact your local library to see if they provide access.

Includes financial data, books, videos, company profiles, SWOT analyses, industry profiles, country reports, market research reports and case studies. Also includes information on industry trends, forecasts, outlooks, competitors, how to run a specific business and much more.

• Miller, R. K., & Washington, K. (2019). Chapter 84: Yoga: 84.1: Market Assessment. Leisure Market Research Handbook, 384. Retrieved from Business Source Ultimate database.
• Miller, R. K., & Washington, K. (2019). Chapter 84: Yoga: 84.5: Market Resources. Leisure Market Research Handbook, 386. Retrieved from Business Source Ultimate database. 
• PE firms invest in yoga: “Yoga is particularly attractive given its high level of consumer penetration.” (2019). Mergers & Acquisitions, 54(5), 8. Retrieved from Business Source Ultimate database.
• Saggers, D. C. (2019). 100% Canadian Franchise Systems. FranchiseCanada Magazine, 83–85. Retrieved from Business Source Ultimate database.

 

eMarketer

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

• Lipsman, A. (2022, August 4). Digital Fitness Brands: How Nike, Lululemon, Peloton, and Apple Fuel the Lifestyle Brand Flywheel. eMarketer. Retrieved from eMarketer database.
• Digalaki, E., Brown, T., Montez, T., and Van Dyke, D. (2023, January 12). Fintech Trends to Watch in 2023. eMarketer. Retrieved from eMarketer database.

 

IBISWorld Industry Reports

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

IBISWorld research is an independent, professional publisher of high-quality market research reports. These reports analyze the underlying structure and external forces that drive an industry.

• Govdysh, A. (2023, January). Gym, Health, and Fitness Clubs in Canada. Canada Industry (NAICS) Report 71394CA / Arts, Entertainment, and Recreation in Canada. Retrieved from IBIS World Industry Reports database.
• Wood, G. (2023, March). Pilates & Yoga Studios in the US. US Specialized Industry (NAICS) Report OD4185 | Life Sciences. Retrieved from IBIS World Industry Reports database.
• Govdysh, A. (2023, January). Gym, Health, and Fitness Clubs in the US. US Industry (NAICS) Report 71394 / Arts, Entertainment, and Recreation. Retrieved from IBIS World Industry Reports database.

 

Marketresearch.com/Freedonia Focus

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.

• Freedonia Focus Reports. (2022, May). Recreation: United States. Retrieved from Marketresearch.com database.

Mergent Online

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

Provides access to US and international public company data. This database also contains data on companies that were acquired, went bankrupt, liquidated or merged out of existence from 1995 forward. Users can compare companies and export data into programs like Excel.

• Barreworks Incorporated
• Delta Gymnastics Society
• Heather Curling Club Incorporated
• The Leisure Centre

 

Demographic Data

The resources listed in this section will help you identify population characteristics, and help you develop your customer profile. This research will also help you identify geographic areas where the largest number of your potential customers live. This can be very useful when determining a location for your business, and also when formulating your marketing strategy. Don't forget that trade associations and trade journals collect information about customers and can be great information sources for this area of your research.

 

Statistics Canada Data | Formerly known as CANSIM, Statistics Canada's key socioeconomic database is updated daily. It is free to search the data tables.

• Participation in outdoor activities
• Participation in outdoor activities, by type of household
• Participation in outdoor activities, by household income
• Physical fitness measures of the household population
• Distribution of the household population by physical fitness classification
• 60 minutes of play, every day!
• The grand re-opening of the home gym

 

The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.

• Ten-year trend in physical fitness among Canadian adults
• Canadian Health Measures Survey: Activity monitor data, 2016-2019

 

Canadian Household Spending - Statistics Canada
Statistics Canada is the national statistical office. The agency ensures Canadians have the key information on Canada's economy, society and environment that they require to function effectively as citizens and decision makers.

This table provides statistical information about household expenditures by Canadians broken down into a variety of categories. You can refine the table by region. You can view the full list of data tables here. 

 

Census Profile - Statistics Canada
Provides Canadian community profiles from the latest Census of Canada. These profiles are very useful for comparing statistics on different municipalities or regional districts. Includes details on family characteristics, primary language, mobility, educational attainment, marital status, labour force activity, earnings, and mode of transportation to work.

 

 

Socio-Economic Profiles - BC Stats
The socio-economic profiles consist of charts and tables for the various regional districts, health areas, college regions and school districts. Each region contains a map, demographic profile, economic hardship, labour market structure, education concerns, crime, health problems, children at risk, and youth at risk. The profiles are presented in a format that allows comparison to other regions in the province and to BC overall.

 

Your Target Market

Library Resources

Access to the following sources may be available through your local public or academic library. For information on how to obtain a library card, and for additional information on using libraries in BC, please visit our Getting Access to Library Resources page.

Marketresearch.com/Freedonia Focus

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

While you can search this website only some Canadian libraries provide full-text access to the market research reports on industries and demographics for North American industries. They can range from 50 to 400+ pages in length, and contain charts, tables, and graphs, and key facts. Marketresearch.com has varied industry coverage and includes US and international information.

• Freedonia Focus Reports. (2022, May). Recreation: United States. Retrieved from Marketresearch.com database.

eMarketer

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource. Or, contact your local public or academic library for their access details.

Global market research and trend analysis database that focuses on Internet, e-business, online marketing, media, and emerging technologies.

• Wolff, R. (2023, March 24). Consumer spending continues to shift in favor of services. eMarketer. Retrieved from eMarketer database.
• Leventhal, R. (2023, February 21). Nearly two-thirds of US consumers are mobile health app users. eMarketer. Retrieved from eMarketer database. 
• US Adults Who Used Wearable Fitness or Wellness Technology More Often During the Coronavirus Pandemic Than They Did Before the Pandemic, by Generation, Jan 2023 (% of respondents in each group). (2023, February 9). Morning Consult. Retrieved from eMarketer database. 

Passport GMID (formerly Global Market Information Database)

How to access: Check your local public or academic library to see about access. If you are a UBC student, staff or faculty member you can access this resource. Please note this is not available for walk-in library users.

Passport GMID, produced by Euromonitor, is an integrated information system providing business intelligence on country economies and demographics, consumers, lifestyles, companies and industries. 

• Voice of the Consumer: Lifestyle Survey. Passport GMID. Retrieved from Passport GMID database. 

WARC: World Advertising Research Center

How to access: If you are a UBC student, staff, faculty or in-person library visitor you can access this resource.

WARC has case studies from major companies and advertising agencies, as well as articles from leading advertising journals and unpublished papers. It also includes company profiles, advertising spending statistics, and demographic and economic data.

• (2017). California Fitness & Yoga Centre: #IAMMOREVIETNAM. MMA Smarties. Retrieved from WARC database.
• (2022, August 22). Influencer interview: How Shekinah Monee builds authentic partnerships with lifestyle brands. WARC Opinion. Retrieved from WARC database. 
• Pena-Taylor, S. (2021, September). Peloton’s engagement-first design philosophy. WARC Event Reports, DMEXCO. Retrieved from WARC database. 
• Thompson, W. (2023, April). Inclusion’s next wave. WARC Best Practices. Retrieved from WARC database. 

 

Public Opinion Polls

Ipsos
Links to Canadian, U.S. and international polls. Includes polls on consumer goods.

• Survey: Advance or Retreat: Will Affluent Americans  be Bullish in 2022? (2022, January 26). Ipsos. Retrieved from Ipsos.com platform. 
• Navigating consumer uncertainty in turbulent financial times. (2022, December 6). Ipsos. Retrieved from Ipsos.com platform.
• Equity and Inclusion in Healthcare. (2022, April 7). Ipsos. Retrieved from Ipsos.com platform. 
• Is it trendy to be healthy? Or healthy to be trendy? (2017, March 15). Ipsos. Retrieved from Ipsos.com platform.

Roper Center for Public Opinion
Preserves the data from polls conducted by many leading survey organizations for the use of researchers, students, and journalists. Includes a section on how to analyze polls. Only for those affiliated with UBC.

 

Primary Research

The main point of this guide is to introduce you to a wide range of secondary market research resources but keep in mind there is great value in analyzing other information including:

• Advertising, blogs and sales brochures
• Your personal network and employees
• Direct observation, focus groups and interviews with potential customers

The Daily - Statistics Canada
The premier source for Canadian statistical information, including census information. Search 'The Daily' releases by subject to identify corresponding census tables, latest news, and publications. Similarly, you can browse by data source, including surveys & questionnaires relevant to your market research, which also link to census tables, latest news and publications.