Timeline

MARKETING RESEARCHPreliminary Results

RESEARCH OBJECTIVESA REVIEW

DATA COLLECTIONRESEARCH METHODS

MARKET OVERVIEWTHE PIE

MARKET CAPITALIZATIONOUR PIECE

PROSPECT ANALYSISTHE REST

NEXT STEPSWHERE ARE WE GOING?

CONCLUSION

TimeLine

Research Objectives

• How big is the pie?

• How big is our piece?

• What do we know about the rest of the pie?

(ingredients)

DATA COLLECTIONHow was it done?

1

Data Gathering

• “Secondary” Data• 9000 Units

• MEMLINK• Definition of Geo Area• Key Identifiers

2

Data Cleaning

• NAICS Identifiers• Removing of duplicates

3

Data Merging

• Export to Excel• Choice of Keys• Removal of duplicates

Our Data Collection Process

MARKET OVERVIEW“The Pie”

GEO-Analysis.WHERE IS EVERYONE?

The Okanagan accounts for the majority of

firms located in our region.

Kamloops alone accounts for almost ¼ of

the market within the specified territory.

East Kootenay5.84%

�Kamloops22.98%

�Other 4.98%

West Kootenay10.68%

�Vernon19.18%

Penticton

8.44%

Kelowna27.90%

Categorical Distribution

• General contractors dominate

the market with 52%

– High turnover rate

• Trade contractors accounting

for almost ¼ of firms meeting

criteria

– Differences between the two

will be interesting

• Professionals firms account for

a surprising 18% of current

market.

Associate1%

Public Buyers

1%

General Contractor

52%

Manufacturer/Supplier

5%

Professional18%

Trade Contractor

23%

MARKET CAPITALIZATION“Our Piece”

Market Overview

Members17%

Non Members

83%

members matching criteria

prospects matching criteriaWe capture 17.3% of the total market

602

2878

Our Members

Associate3%

Associate -Public Buyers

6%

General Contractor

18%

Manufacturer/Supplier

19%

Professional5%

Trade Contractor

49%

Who are they?East

Kootenay6.31%

Kamloops21.76%

Other5.32%

West Kootenay

5.65%

Vernon11.30%

Kelowna44.19%

Penticton5.48%

Where are they?

Member Category Distribution

Associate

��Associate -Public Buyers

��General Contractor

��Manufacturer/Supplier

Professional

��Trade Contractor

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

0

50

100

150

200

250

300

PROSPECT ANALYSISThe Rest

Geographical Overview (Prospects)

East Kootenay5.84%

Kamloops25%

Other 12%West

Kootenay14%

Vernon20.88%

Penticton9.10%

Kelowna24.22%

Categorical Overview(Prospects)

��Associate - Public Buyers

0%

��General Contractor

59%

��Manufacturer/Supplier2%

Professional21%

��Trade Contractor18%

Category vs. Location (Prospects)

General ContractorManufacturer/Suppli

erProfessional Trade Contractor

East Kootenay 76 1 17 74

Kamloops 236 15 115 307

Other 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

0

50

100

150

200

250

300

350

East Kootenay

Kamloops

Other

West Kootenay

Vernon

Kelowna

Penticton

Sales vs. Location(Prospects)

A ( <0.5)B (0.5 <X<1)

C (1<X<2.5)

D (2.5<X<5)

E (5<X<10)

F (10<X<20

)

G (20<X<50

)

East Kootenay 56 65 43 4

Kamloops 214 243 168 35 10 3

Kelowna 234 255 164 35 9

Other 50 48 32 8 1 1 2

Penticton 78 113 59 10 2

Vernon 192 233 140 32 4

West Kootenay 130 123 67 11 3 1

0

50

100

150

200

250

300 Sales Measured in Millions (per Annum)

East Kootenay

Kamloops

Kelowna

Other

Penticton

Vernon

West Kootenay

• Sales data is a determinant of potential member fees• Kamloops has the highest frequency of firms with > 1 million in sales

Kamloops Region(Overview)

Associate0%

Associate -Public Buyers

1%

General Contractor

32%

Manufacturer/Supplier

5%

Professional15%

Trade Contractor

47%

• 2nd lowest (tied) for proportion of Professional firms

• Very representative of the current market (hyp)

– Important for testing new launches etc

Kamloops Region (Overview, cont)

61%

28%

9%

2%

0% 0%

0%

Company Size

A (1<X<4)

B (5<X< 9)

C (10 <X< 19)

D (20 <X< 49)

E (50 <X< 99)

F (100 <X< 249)

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

32%

36%

25%

5%

2%

0%

0%

Sales Volume

A ( <0.5)

B (0.5 <X<1)

C (1<X<2.5)

D (2.5<X<5)

E (5<X<10)

F (10<X<20)

G (20<X<50)

Kamloops Region (Our Piece)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Associate

Associate - Public Buyers

General Contractor

Manufacturer/Supplier

Professional

Trade Contractor

AssociateAssociate -

Public BuyersGeneral

ContractorManufacturer/

SupplierProfessional

Trade 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

NEXT STEPSWhat can we do with this data?

Modeling Member Behavior

Develop

Primary

Materials

Identify

Target

Gather

Primary

Data

ASSESS

Gather

Secondary

Data

Conduct

Direct

Initiatives

Conduct

Indirect

Initiatives

Create

Differentiated

Materials

CONCLUSION“Thanks for Watching”