Books To Help You Get Started

There is a good chance that someone has written a book about starting a business in your particular industry. "How-to" books are a great starting place in business research because they contain a collection of useful information in one single resource. They often provide a good introduction to business planning specific to your industry, and many contain sample business plans. Contact your local library to see what business-related books they have in their collection.

Google Books

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.

Find Books In A Library Near You

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). 

Try Searching These Subject Headings

• Roofing.
• Roofing industry.
• Roofing -- Handbooks, manuals, etc.
• Contractors.
• New business enterprises -- Management.
• Small business -- Management.

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.

netLibrary | online library resource
BC ELN's shared collection of 800+ ebook titles is a strong, broad mix of theoretical, practical, applied and general interest titles across all business subject areas: accounting, e-commerce, enterpreneurship, economics and global economy, finance and banking. The collection includes works from leading business and economic scholars and key publishers of business information. For more information, including a list of the academic libraries that have access via ELN check out this link.

Related Business Plans Are Great Models

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.

Roofing Marketing Ideas

• Marketing Ideas - RoofingTalk.com
• Roofing Business Marketing - RoofersMarketing.com

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.

Roofing Business Plans

• Sample Roofing Contractor Business Plan Outline - Ezine Articles.com

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.

• Construction Business Plan
• Commercial Contractor Business Plan
• Commercial Construction Business Plan

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.

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.

• General Contracting Company Business Plan - Smith Contractors, Inc.

Starting A New Business Requires Money - Where Will It Come From?

Identifying the sources of financing for your new small business can be a challenging and stressful task. Finding the money that a new business requires is an important step to success. With proper planning and a few resources to guide you on your way, identifying and securing the financing to start your business becomes a much smoother and gentler process. Here are a few important resources to help get your business financed.

Great Starting Points For Finding Financing Information:

Canada Business
Government of Canada website that provides business information services for entrepreneurs, including information on starting a business, grants and financing, regulations and permits, management, marketing and more.

Start here: Government Grants, Loans and Financing
Start here: Sources of Private Sector Financing

Business Development Bank of Canada (BDC)
BDC is a government owned financial institution that serves Canadian entrepreneurs. BDC acts as a 'complementary lender', offering loans and investments that supplement services available from commercial financial institutions. BDC puts special focus on SMEs in sectors such as manufacturing, exporting, innovation and knowledge-based industries. Start with:

• Market Expansion Financing

The Canadian Trade Commissioner Service - Global Markets Support Program
Offers a variety of funding and financing options for Canadian businesses with the potential to engage in global trade and international commerce.

How to Finance Your Start-Up Business - Small Business BC
This post published by Small Business BC provides an excellent overview of you main financing options. 

My Library at LibraryThing

The North American Industry Classification System

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.

Here Are Some Relevant Categories:

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.

Associations & Magazines Are Great Sources of Industry Information

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.

Roofing Contractors Association of British Columbia (RCABC) | RCABC is an association of professional roofing contractors, manufacturers and suppliers. Make sure to check out the Education, Consumer Guide to Roofing, and Roofing Practices Manual pages.

Start here: Roof Maintenance Guide

Canadian Roofing Contractors' Association (CRCA) | The national voice of the roofing industry in Canada. The CRCA consists of companies actively engaged in the Canadian roofing and sheet metal contracting business, as well as roofing industry manufacturers and suppliers Check out the Technical Bulletins page.

British Columbia Construction Association (BCCA) | Useful information covering all areas of the BC construction industry. 

National Roofing Contractors Association (NRCA)| US-based trade association. The leading authority in the roofing industry for information, education, technology and advocacy. Make sure to visit the Roofing Professional page.

Magazines / Trade Journals

Trade journals (often called magazines or trade publications) can be very useful in helping you find current articles relating to business research. Contact your local research library to determine which trade journal subscriptions they have. There are also free trade publications that you can access online. 

Roofing BC Magazine
The official publication of the Roofing Contractors Association of British Columbia, that keeps industry members up to date on the latest developments, issues, and concerns in the roofing industry. Published 4 times per year.

Roofing Canada Magazine
Official publication of the Canadian Roofing Contractors' Association (Scroll to the bottom of the page to download the latest edition). Click here to see the online version of Spring Summer 2013 Roofing Canada Magazine.

Professional Roofing Magazine
Official publication of the National Roofing Contractors Association. Published monthly. Check out the Archives section for online access to past issues.

Roofing Contractor Magazine
Roofing Contractor features relevant information on the latest trends in the roofing industry, safety, business and legal issues. Published monthly.
 

Finding The Best Online Information Is Tough

In this section we have gathered some of the most reliable websites for you to use in your research.

Toolbase.org - NAHB Research Center
NAHB Research Center's ToolBase.org is the US housing industry's best resource for technical information on building products, materials, new technologies, business management, and housing systems.

Start here: Roofs

Key Government Websites:

Canada Business Network: Industry Sector Data
Industry-specific data will help you understand the current status and future projections for your industry. This knowledge is invaluable as you begin your business and plan for the next several years.

Start here: Scroll down to Construction.

BuildForce Canada
Originally created in 2001 as the Construction Sector Council, BuildForce Canada is a national industry-led organization committed to working with the construction industry to provide information and resources to assist with its management of workforce requirements.

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.

Start here: Trade Occupations Outlook 2010 (pdf)

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.

Start here: Construction (statistics by subject)
Start here: Building Permits (publication)

Construction HR Solutions
Developed by the Construction Sector Council (CSC), this site provides information and resources on a wide range of careers in Canada's construction industry.

Start here: Roofer / Shingler

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

Start here: Industry Profile - Construction (Residential and Non-Residential)
Start here: Contractors and Supervisors, Other Construction Trades, Installers, Repairers and Servicers
Start here: Occupation Profile - Roofers and Shinglers

Job Bank - Government of Canada
The leading source for labour market information. The site is designed to assist individuals who are searching for work or looking to make career decisions but can also be useful to gage employment trends in an industry. Try using their search portal to explore careers by occupation or review the latest job market trends in your industry. 

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

Start here: Engineering and Construction Industry

US Census Bureau: Industry Statistics Portal 
Provides access to high level US Industry overviews and statistics. Searchable by 2012 North American Industry Classification System (NAICS) code or keyword.

Start here: Industry Statistics Sampler - NAICS 23816 - Roofing contractors

Free US Industry Websites:

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.

CareerOneStop
A good way to research trends in the US labour market. Provides detailed labour information by state.

Start here: Industry Profile - 238160 - Roofing Contractors
Start here: Occupation Profile - Roofers

You might want to jump ahead to the news websites listed in the next section of this Accelerator Guide for more resources. News websites can often be good sources of industry, competitive and consumer information.

Informal Information Sources to Help you Stay Current 

In this section we have gathered some of the most popular peer-to-peer information sources, such as blogs, discussion forums and other social media resources. Industry information is always changing - for the latest news, current issues and popular opinions - try following one or more of these sources. In addition, blogs and forums usually give you the opportunity to join the conversation, either by posting comments, questions or opinions of your own. 

Roofing Discussion Forums:

RoofingTalk.com
A discussion forum for professional roofing contractors.

Start here: Business, Marketing and Sales

Contractor Talk.com - Professional Construction and Remodeling Forum
A large online community of professional construction contractors. Discussion forums are arranged by specific trades.

Start here: Roofing

Start With These Websites To Learn More About Compliance Issues

When it comes to starting a business, one of the first decisions you need to make is the 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.

Canadian Construction Association (CCA) Click on the Industry Practices menu item for helpful information on regulatory practices and guidelines.

National Master Specification (NMS) - Public Works and Government Services Canada
The National Master Specification (NMS) is the most comprehensive master specification in Canada serving as an easy-to-use framework for writing construction project specifications.

Start here: NMS - Frequently Asked Questions

WorkSafeBC
WorkSafeBC is dedicated to promoting workplace health and safety for workers and employers in British Columbia.

Start here: Safety at Work - Construction

BC Construction Safety Alliance (BCCSA)
The BC Construction Safety Alliance (BCCSA) is a non-profit safety association that develops health and safety programs, tools and resources for both construction employers and workers in British Columbia.

General Websites

Canada Business Network - Permits and Licenses Search
Search for the permits and licenses applicable to your industry and location to meet all federal, provincial and municipal regulations.

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.

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.

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.

Company Research For Your Competitive Analysis

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. 

Use Directories To Make A List of 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.

Here is a list of Business Directories

BC Building Info
This resource is designed as an online community to serve builders, renovators, trades, product suppliers, trade associations, and industry organizations. The directory contains thousands of links to information in 16 divisions, with hundreds of individual topics.

Start here: Directory of Links To Credible Building Information.

B.C. Business Network
The B.C. Business Network is a a dynamic directory of leading B.C. businesses interested in new opportunities and expanding markets. Search companies by keyword or select the sector from the drop down menu to view all companies in a given sector.

Company Directories by Industrial Sector
Use this link to search Industry Canada's various directories by Industry Category, NAICS code or keyword.

Canadian Companies Capabilities
This Industry Canada database has over 60,000 Canadian businesses. You can search within specialized directories for aboriginal businesses, women-owned businesses or specific industries such as computer services or apparel. The business profiles contain comprehensive information on contacts, products, services, trade experience, and technology.

Start here: From the main search page, select Go to Detailed Search. Scroll down to the NAICS code search box and type in 23816.

Frasers
A comprehensive industrial directory and search tool, with information on products and services provided by Canadian industrial wholesalers, manufacturers, and distributors. You can search by product name, company name, or brand name.

Start here: Product / Service Search - Roofing

ThomasNet
A listing of manufacturers in the US and Canada. Includes links to product catalogs.An excellent free source to research your competitors or find suppliers.

Start here: Product / Service Search - Roofing Suppliers

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.

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.

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.

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.

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.

TSNN.com
Online directory of trade shows, exhibitions, public events, conferences and seminars.  Please note: free registration required.

Roof Tech - The Canadian Roofing Exposition

Western Roofing Expo
The largest western roofing industry exhibition and conference in North America

Find Competitor's Financial Information, Annual Reports, Filings, Etc.

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.

Sources For Finding Financial Information:

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.

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.

Note: Use NAICS code 23816 for your report.

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.

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.

LexisNexis Academic
Provides access to business and financial news, US and international company financial information, market research, industry reports, and actual SEC filings. Search features permit comparison of companies based on criteria such as sales, income, and number of employees. Follow the 'Business' link to find company annual reports, financial, and credit reports. Check your local library to see if they provide access. 

Sources For Finding 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 different kinds of ratios, including operating ratios, financial ratios, performance indicators, and benchmarks.

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.

Media Coverage Can Reveal A Lot About Your Industry and Competitors

News articles can be great sources for understanding what your competitors are planning, what new products they are launching, and important information on how they structure their organization. A librarian can help you find relevant online news articles. Don't forget that you can also use media sources to research business and industry trends.

CanadaNewsWire
A free news database that is searchable by company name, keyword, or industry sector.

Start here: TOUGHROOF takes the fear out of flat roofs

NewsLink
Links to local and international news source websites. Provides access to both current and archived news stories, which allows you to track trends over time.

Start here: Metal Roofing: Re-roofing Frequently Asked Questions

YAHOO! Finance Canada
Excellent source for current Canadian business news. The website also features an extensive business news archive section.

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.

Canadian Business and Current Affairs (CBCA)

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.

Canadian Business and Current Affairs (CBCA)

Provides access to general and specialized business information, current events, and reference materials, including popular and academic journals. Excellent for tracking trends for your specific product or industry.

Canadian Newsstream

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.

Canadian Newsstream

Provides full-text access to many Canadian national and regional newspapers. Content is updated daily, following a two-day embargo period. Some content dates back to 1985. You can easily set up an article alert service and receive email updates on your search results. All you need to do is complete your search and click on the Save search/alert link near the top of your results. Provide your email address and then set the notification frequency and you're good to go! Try searching your industry, track information on your competitors or any other topic of your choice.

Putting Together Your Piece Of The Pie

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.

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.

Propex Operating Company, Llc; Opus Roof Blanket Named in '101 Best New Products of 2010' by Professional Builder and Professional Remodeler Magazines. (2010, December). Marketing Weekly News,1126.

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.

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.

Market Share Reporter

Annual compilation of international market share data on selected companies, products, and services. Helpful tip: Use the back-of-book indexes to look up products, services, brands, and companies. If you are searching for information specific to a certain country, be sure to check the table title.

Demographic Analysis is Critical to Your Success

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.

Community Information Database (CID) - Government of Canada’s Rural Secretariat
The Community Information Database (CID) is a free internet-based resource that provides access to socio-economic and demographic data for all communities across Canada. Sample data includes: population, education, income, employment, families, and much more. The CID also includes an interactive map for displaying and accessing data. Learn more in the FAQs and the Community Information Database (CID) Tutorials

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.

Market Research Handbook - Statistics Canada
A comprehensive source of socio-economic statistics. Data includes profiles of key industries, including the small business sector, as well as of consumers in all the provinces and in 45 major cities across Canada. Also includes information on international trade data, households, families, and selected economic indicators. The Market Research Handbook was published annually until 2008 but is now discontinued. A copy of the 2008 version in PDF format is available on their website.

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.

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.

Canadian Advertising Rates and Data (CARD)
Advertising rates and related data on significant Canadian and international media. Use this resource to obtain statistics on the subscriber population for a particular publication that serves your target market. May be available online through your local academic or public library. Very little information is available for free but you can find more information about CARDonline here. UBC 

Alliance for Audited Media
Use this website to find the total circulation of publications by various Canadian Advertising CARD categories.

PCensus
Provides access to detailed Canadian demographic information including population, income, and spending levels by province, city, or postal code. PCensus can also generate custom reports using Census data. Contact Vancouver Public Library or your local research library to obtain access.

FP Markets - Canadian Demographics
This publication updates key census variables at the municipal level to the current year. It also includes psychographic data as well as economic and retail trade estimates. In addition to census data, FP Markets also includes data for PSYTE categories or "clusters" of characteristics (age, income, ethnic origin, neighbourhoods, dwelling types, buying preferences and other data derived from the census and consumer surveys).The Canadian version of PSYTE classifies Canadians according to 65 clusters of characteristics. This is the version used in FP Markets. If the cluster descriptions fit your target market, you may find the PSYTE data in FP Markets a useful supplement to other data in your report. Follow this link for more information on PSYTE® Canada Advantage Cluster Descriptions.

A Word On 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

British Columbia Survey of Household Spending 2010 (xls)
The data from this release came from the 2009 Survey of Household Spending conducted by Statistics Canada. The Survey of Household Spending is carried out annually across Canada in ten provinces. The purpose of this survey is to obtain information about household spending, dwelling characteristics, as well as household equipment.

What you'll find: The average expenditure on household repairs and maintenance expenses in British Columbia.

Survey of Household Spending - Statistics Canada
Raw data in table form from the Survey of Household Spending (SHS). This general resource provides information on household spending by demographics. Report includes detailed information on Canadian spending patterns, household equipment, and housing conditions. Also includes the ability to view data from British Columbia only; click on "Add/Remove Data".

What you'll find: The average expenditure on owned living quarters by province or in Canada as a whole. Compare changes over last few years.

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.

Canadian Business and Current Affairs (CBCA)

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.

Canadian Business and Current Affairs (CBCA)

Provides access to general and specialized business information, current events, and reference materials, including popular and academic journals. Excellent for tracking trends for your specific product or industry.

Start here: Dedyna, K. (2009, October 27). Long live heavy metal; Homeowners go for longevity, dramatic looks in rooftops. CanWest News.

Canadian Newsstream

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.

Canadian Newsstream

Provides full-text access to many Canadian national and regional newspapers. Content is updated daily, following a two-day embargo period. Some content dates back to 1985. You can easily set up an article alert service and receive email updates on your search results. All you need to do is complete your search and click on the Save search/alert link near the top of your results. Provide your email address and then set the notification frequency and you're good to go! Try searching your industry, track information on your competitors or any other topic of your choice.

Start here: Arrais, P. (2009, May 9). Homeowners have plenty of re-roofing options. Edmonton Journal, I.8.

Vividata (formerly "Print Measurement Bureau")
Includes information on Canadians' usage of over 3500 products and services. Information includes demographics, attitudes, media consumption, retail outlets, frequency of usage and brands used. UBC affiliates and in-person library patrons can learn more about the resource here.

Start here: Information on the personal buying preferences of Canadians. Scroll down to Real Estate, Home Improvements and select Home Improvements.

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.

Start here: SBI. (2009). Roofing Materials in the U.S., 2nd Edition.
Start here: SBI. (2009). Energy-Efficient Home Renovations Market, Part 3: HVAC & Roofing.

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