1. MARKETING RESEARCH
Preliminary Results
Timeline

2. TimeLine
RESEARCH OBJECTIVES
A REVIEW
DATA COLLECTION
RESEARCH METHODS
MARKET OVERVIEW
THE PIE
MARKET CAPITALIZATION
OUR PIECE
PROSPECT ANALYSIS
THE REST
NEXT STEPS
WHERE ARE WE GOING?
CONCLUSION

3. Research Objectives
• How big is the pie?
• How big is our piece?
• What do we know about the rest of the pie?
(ingredients)

4. DATA COLLECTION
How was it done?

5. Our Data Collection Process
1 2 3
Data Gathering Data Cleaning Data Merging
• “Secondary” Data • NAICS Identifiers • Export to Excel
• 9000 Units • Removing of duplicates • Choice of Keys
• MEMLINK • Removal of duplicates
• Definition of Geo Area
• Key Identifiers

6. MARKET OVERVIEW
“The Pie”

7. GEO-Analysis.
WHERE IS EVERYONE? East Kootenay
5.84%
Kelowna
27.90%
The Okanagan accounts for the majority of
firms located in our region. Kamloops
22.98%
Kamloops alone accounts for almost ¼ of
the market within the specified territory. P Other
enticton 4.98%
8.44%
West Kootenay
10.68%
Vernon
19.18%

8. Categorical Distribution
Public
Buyers
• General contractors dominate Associate
1% 1%
the market with 52%
– High turnover rate Trade
• Trade contractors accounting Contractor
23%
for almost ¼ of firms meeting
criteria
– Differences between the two General
Contractor
will be interesting Professional
52%
• Professionals firms account for 18%
a surprising 18% of current
market.
Manufacturer
/Supplier
5%

9. MARKET CAPITALIZATION
“Our Piece”

10. Market Overview
602
members matching criteria
Members
17%
Non
Members
83%
2878
prospects matching criteria
We capture 17.3% of the total market

11. Our Members
Who are they? Where are they? East
Associate Associate - Penticton Kootenay
3% Public Buyers 5.48% 6.31%
6%
General Kamloops
Contractor 21.76%
Trade 18%
Contractor
49%
Kelowna
44.19% Other
5.32%
Manufacturer/
Supplier
19%
Vernon
11.30% West
Kootenay
5.65%
Professional
5%

12. Member Category Distribution
300
250
200
150
100
50
0
Associate - General Manufacturer Trade
Public Buyers Contractor /Supplier Contractor
Associate Professional Grand Total
Region East Kootenay 0 7 7 6 0 18 38
Region Kamloops 3 4 25 23 7 69 131
Region Other 4 0 6 11 1 10 32
Region West Kootenay 0 7 6 2 2 17 34
Region Vernon 2 9 12 9 3 33 68
Region Kelowna 6 6 48 58 19 129 266
Region Penticton 0 6 4 6 1 16 33

13. PROSPECT ANALYSIS
The Rest

14. Geographical Overview (Prospects)
East Kootenay
5.84%
Kelowna
24.22%
Kamloops
25%
Penticton
9.10%
Other
Vernon West 12%
20.88% Kootenay
14%

15. Categorical Overview(Prospects)
Associate - Public
Buyers
0%
Trade Contractor
18%
Professional
21% General
Contractor
59%
Manufacturer/Sup
plier
2%

16. Category vs. Location (Prospects)
350
300
250
200 East Kootenay
150 Kamloops
100
Other
50
West Kootenay
0
General Contractor
Manufacturer/Suppli
Professional Trade Contractor
Vernon
er
East Kootenay 76 1 17 74 Kelowna
Kamloops 236 15 115 307
Other
Penticton
63 1 25 53
West Kootenay 116 3 88 128
Vernon 216 11 106 268
Kelowna 198 18 168 313
Penticton 86 4 62 110

17. Sales vs. Location(Prospects)
300 Sales Measured in Millions (per Annum)
250
200
150 East Kootenay
100 Kamloops
50
0
Kelowna
F G
A ( <0.5)
B (0.5 C D E
(10<X<20 (20<X<50 Other
<X<1) (1<X<2.5) (2.5<X<5) (5<X<10)
) )
East Kootenay 56 65 43 4
Penticton
Kamloops 214 243 168 35 10 3 Vernon
Kelowna 234 255 164 35 9
Other 50 48 32 8 1 1 2 West Kootenay
Penticton 78 113 59 10 2
Vernon 192 233 140 32 4
West Kootenay 130 123 67 11 3 1
• Sales data is a determinant of potential member fees
• Kamloops has the highest frequency of firms with > 1 million in sales

18. Kamloops Region(Overview)
• 2nd lowest (tied) for
proportion of
Associate
0%
Associate -
Public Buyers
1%
Professional firms
General
Contractor
• Very representative of
32%
the current market
(hyp)
– Important for testing
Trade
Manufacturer/
Supplier
new launches etc
Contractor
5%
47%
Professional
15%

19. Kamloops Region (Overview, cont)
0% 0%
Company Size 0%
Sales Volume
2%
2% 0% 0%
A (1<X<4)
9% 5%
B (5<X< 9) A ( <0.5)
32% B (0.5 <X<1)
C (10 <X< 19) 25% C (1<X<2.5)
28% D (20 <X< 49) D (2.5<X<5)
E (5<X<10)
61% E (50 <X< 99)
F (10<X<20)
F (100 <X< 249) G (20<X<50)
36%
G (250 <X< 499)
• ≈ 89% of companies in this region have <10 employees
• 2nd highest proportion of companies with >$10 Million in sales
– Very important for forecasting

20. Kamloops Region (Our Piece)
Trade Contractor
Professional
Manufacturer/Supplier
General Contractor
Associate - Public Buyers
Associate
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Associate - General Manufacturer/ Trade
Associate Professional
Public Buyers Contractor Supplier Contractor
No 0 0 427 10 116 120
Yes 3 4 25 23 7 69
• Better representation among this regions trade contractors and
manufacturers
• Very little representation in this region’s 2nd largest group -GCs

21. NEXT STEPS
What can we do with this data?

22. Modeling Member Behavior
Develop Conduct Create Conduct
Primary Direct Differentiated Indirect
Materials Initiatives Materials Initiatives
ASSESS
Gather Gather
Identify
Secondary Primary
Target
Data Data

23. CONCLUSION
“Thanks for Watching”