1. 1 Statistics for Business Planning Accessing Canadian data for industry, market and financial analysis Special Libraries Association Conference - June 8, 2005 Presented by Peter Lys, Director General, Business and Trade, Statistics Canada

2. 2 Agenda 1) Overview of Key Macroeconomic Indicators 2) Statistics for Business Planning 3) Overview of Free/Cost Recovery Data/Services

3. 3 The “Daily” Free,automated subscriptions to all or by 26 subjects, for example: Business enterprises Communications Construction Energy Environment Labour Manufacturing National accounts Prices and price indexes Science and technology Trade etc.

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5. 5 CANSIM On-line Data Warehouse Detailed Time Series data Wide range of macroeconomic and socioeconomic subjects Cost recovery service through our website

6. 6 2) Statistics for Business Planning a) Industry size growth and employment b) Market size, characteristics, location c) Financial Analysis

7. 7 a) Industry Analysis How big is the industry your business operates in? How big are the businesses that compete in your territory? How fast is the industry growing?

8. 8 There are different ways to measure industry size and growth… For example, industries can be measured by: –Total sales in the industry –Number of businesses in the industry –Total employment in the industry

9. 9 Data used for Industry Analysis Canadian Business Patterns Labour Force Survey Census

10. 10 Canadian Business Patterns Variables Number of establishments by: –Industry: by NAICS codes (2,3,4, +6 digit) –Employee size ranges (8)

11. 11 Canadian Business Patterns Geography Standard tables available for Canada, the provinces, Census Divisions (e.g. regional gov’t) and Census Subdivisions (municipalities) Custom tables available for Census Tracts and Dissemination Areas

12. 12 Sample Data by Employee Size Range -Canadian Bus. Patterns Construction-Hamilton CMA Total1-45-9etc500+ 51721252345…2

13. 13 Where to find CBP data? www.statcan.ca or call 1-800-263-1136www.statcan.ca The Daily – Tues. September 28, 2004 CDROM available through Regional Offices

14. 14 Measuring Employment in an Industry Major Sources of Employment data by Industry –Labour Force Survey –Census of Population

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16. 16 Where to find Labour Force Survey data? www.statcan.ca – Canadian Statistics modulewww.statcan.ca The Daily – first Friday of the month has data from previous month CANSIM tables 282-0001 to 282-0042 and 282-0047 to 282-0095282-0001 to 282-0042282-0047 to 282-0095 1-800-263-1136

17. 17 Census of Population –Conducted every 5 years –Unlike monthly Labour Force Survey, provides employment data by detailed industry and for small geographic areas (e.g. municipalities, neighborhoods, etc.)

18. 18 Where to find Census data? www.statcan.ca– Community Profiles module www.statcan.ca– 2001 Census module Large Public and University Libraries Toll Free:1-800-263-1136 Regional Offices for more detailed and custom data

19. 19 b) Market Analysis Market Size Market Characteristics Market Location Exports/Imports

20. 20 Popular Sources used for Market Analysis Survey of Household Spending (SHS) Census of Population Small Area Administrative Data (SAAD) Canadian International Merchandise Trade

21. 21 Survey of Household Spending (SHS) This survey collects information about expenditures by households in Canada on over 250 separate goods and services including another 100 groups of items Contains data on dwelling characteristics and ownership of household equipment

22. 22 Survey of Household Spending Spending categories include: Shelter expenses Furnishings & Equipment Communications Child Care Food & Alcohol Clothing Transportation & Travel Others ….

23. 23 SHS Tables The expenditure information is cross tabulated by… –Geography (selected CMA’s) –income quartiles –tenure (own / rent) –household type (family structure) –size of area of residence (urban / rural)

24. 24 Where to find SHS data? www.statcan.ca The “Daily” – Dec. 13, 2004 Spending patterns in Canada Cat. No 62-202-XIE. CANSIM 1-800-263-1136 Customized tables through Regional Offices

25. 25 Example: Survey of Household Spending Market Size - Ottawa (CMA) Pet Food $110/household = A Estimated # of households 320,050 = B Estimated Sales = A x B = $35,205,500

26. 26 Market Location Analysis Find / Analyze Target markets using variables from: –Census Data –Small Area Administrative Data income age sex

27. 27 Census Provides data for small geographic regions such as neighbourhoods (Census Tracts), Forward Sortation Areas, and Dissemination Areas

28. 28 Census Variables by Topic Population and Dwelling Counts Age, Sex and Marital Status Ethno-cultural, language, religion Income Labour force Family and Households Education Mobility and Migration

29. 29 Small Area and Administrative Data (SAAD) Because SAAD data are based on the post office areas, it is especially popular for use with direct mail campaigns. The database contains economic and demographic information based on personal income tax returns (aggregated data stripped of all identifying information)

30. 30 Small Area Admin.Data: Variables Financial and Family Data  Income and Sources of Income  Charitable Donations  Age  Sex  Family Structure

31. 31 SAAD Geography SAAD data available for small areas by Canada Post geographies: –Forward Sortation Areas (e.g. B3H) –Letter Carrier Walks –Rural 6-digit postal codes

32. 32 Forward Sortation Areas in Toronto

33. 33 Letter Carrier Walk Geography K1R K1R5S1 K1R5S2 K1R5S3 K1R5T4 K1R5T5 K1R5T6 K1R5T7 K1R5T8 K1R6E2 K1R6E3 K1R6E4 K1R6E5 K1R6E6 K1R6E7 K1R6E8 K1R6E9 K1R6G1 K1R6G2 K1R6G3 K1R6G4 K1R6G5 K1R6J7 K1R6J8 K1R6J9 K1R6K1 K1R6K2 K1R6K3 K1R6K4 K1R6K8 K1R7A1 K1R7A2 K1R7A3 K1R7N3 K1R7Y9

34. 34 A retailer planning a direct mail campaign targeting areas with large concentrations of high income males in Calgary Example: SAAD for Target Marketing

35. 35 SAAD - Example RESULTS: By mapping the data 3 FSAs stand out: T3A, T3H and T2W

36. 36 SAAD Benefits Lower the direct mail costs by avoiding those areas with low numbers of potential customers Can further fine- tune beyond the FSA level by extracting only those letter carrier walks with high concentrations of the target market

37. 37 Where to find SAAD data? www.statcan.ca – some data tables available on CANSIM (higher geography) Custom extractions through Regional Offices

38. 38 Canadian International Merchandise Trade Import and Export Data by month, by country Widely used for analysis of Export markets and estimates of potential Import Substitution.

39. 39 Example: the Export Market 200220032004% Chg Newsprint$6.3 B$5.6 B$5.3 B-16%

40. 40 Example: Imports from all Countries 200220032004% Chg Road Tractors (Semi-trailers) $1.3 B$1.5 B$1.9 B46%

41. 41 Where to find import/export data? www.statcan.ca – data available in Canadian Statistics, on CANSIM and through the Canadian International Merchandise Trade module 1-800-263-1136

42. 42 c) Financial Analysis How does your firm’s finances compare to the industry as a whole? What are the operational characteristics of profitable vs. unprofitable firms in an industry?

43. 43 Selected Data used for Financial Analysis Small Business Profiles (SBP) Financial Performance Indicators (FPI)

44. 44 Small Business Profiles vs Financial Performance Indicators SBP Small businesses only - under $5 million revenue reports for total, incorporated, & unincorporated businesses 2,3,4, & 5 digit NAICS coded industries Percent of total revenue and thousands of dollars formats One year of data per report FPI All business sizes: small, medium and large Only incorporated businesses Selected industries / industry groups – NAICS coded Financial ratios and balance sheet structure formats Industry ranking tables – enter your data to compare your firm Three years of data on CD- ROM

45. 45 Financial Ratios Using income statements and balance sheet information businesses can calculate: Liquidity Ratios Solvency Ratios Profitability Ratios Efficiency Ratios

46. 46 Financial Performance Indicators Financial ratios provide a means of creating financial report cards, assessing business risk and market viability Particularly useful for Business Plans

47. 47 FPI CDROM feature, Example for Hypothetical Boat Builder BuilderBoat Industry Median Better than -% of firms Worse than -% of firms Net profit margin 0.01.225%50% Return on equity 26.310.050%25% Debt to equity9.10.6…75%

48. 48 Where to find FPI data? CD-ROM product available from Regional offices Cat. No. 10-3010XKB Custom data available from Regional offices

49. 49 3) Free vs. Cost Recovery Products and Services

50. 50 Free Website: www.statcan.cawww.statcan.ca –“contact us” box –The “Daily” (including automatic subscriptions by subject) –Many Internet publications/articles –Canadian Statistics Module –Community Profiles Module –2001 Census Module (higher geography)

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53. 53 Free Services (cont’d) General inquiries/consultation: Toll-free number: 1-800-263-1136 (Canada and U.S.) Outside Canada/U.S. (long distance) 1-613-951-8116 Public and Academic Libraries listed on website

54. 54 Cost Recovery Services Customized requests (eg. detailed geography, non-standard cross tabulations, customized maps, workshops, etc.) –Available through Account Executives in the Regional Offices (1-800-263-1136) Website (with credit card): -CANSIM -Some Internet publications -CDROM and paper publications -Canadian International Merchandise Trade

55. 55 Cost Recovery (cont’d) Prices will vary depending on the product/ service Prices for products are usually quoted along with hyperlinks on our Website Cansim prices are $3 per time series Prices for services are based on time and processing costs and are normally provided through the Regional Offices

56. 56 Note of Appreciation Canada owes the success of its statistical system to a long-standing co-operation involving Statistics Canada, the citizens of Canada, its businesses, governments and other institutions. Accurate and timely statistical information could not be produced without their continued co-operation and goodwill. Thank you for your participation.