Not Elsewhere Classified: Researching New and Niche Industries
New and Niche Industries
● Industry
● Funding
● Total Addressable Market
● Social, Legal or Political
● Proxy
● Resources
● Competitors
● Tips
● Customers
● Example
Proxy Company
●
●
●
●
●
Public Company
Competitors
Same Industry
Same Customers
Same Monetization
Source: FreeImages.com
SWOT
● OT = Industry Wide
● Weaknesses = Niche
Source: Whole Foods Market Inc., SWOT Analysis, Marketline, April 1,2015
Industry Overview
● Fitbit
o Diet
o Gyms
o Pedometers
Source: Fitbit Initiating, Dougherty & Company, June 17, 2015
TAM/SAM/SOM
Source:LivePlan.com
Total Addressable Market
Source: Salesforce, Dreamforce 2013 Conference
Legal, Social and Political
● New Tax Laws
○ Medical Device Tax
● Regulatory Concerns
○ Short term rental regulations HomeAway & AirBNB
● SEC rulings
○ Individual investors - not just donations
● Justice Department
○ Bazaarvoice, monopoly enforcement
Competitors
Direct
Indirect
Funding
M&A
IPO
Financial Advisors
Legal Advisors
Customers
Exec Bios
Competitors
● Market Research Cited
● Search for Competitors
● Gartner
Source: Gartner
Market Maps
Source: Forbes.com
Customers
● Jet Owners
● Luxury Market
o
art
o
travel
o
jewelry
Funding
● Intersection of
Tech & Sports
● Funding
● VCs interested
Source: Crunchbase
Licensed Resources
Free Resources
●
●
●
●
●
Crunchbase
PwC MoneyTree
FormDs.com
Thomasnet.com
Indeed Job Postings
● Freemium
o BizJournals
o Statista
o eMarketer
$
Social Media
●
●
●
●
●
Facebook
Linkedin
Twitter
HootSuite
Twitonomy
Associations
●
●
●
●
For any industry
Market research
Surveys
Free and pay
Forums
●
●
●
●
For any industry
Market research
Surveys
Free
Source: Stack Overflow
Google
Search
Strategies
●
●
●
●
Google News
Google Alerts
Site:gov
Filetype:ppt/pdf/xls
How do you teach?
●
●
●
●
In-class case study
Focus on what they know
Think outside the industry
Group consultations
Tips
●
●
●
●
●
Be Persistent
Look for leads
Keep track as you go
Cite your sources
Authority is relative
Source: FreeImages.com
Proxy Company
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Markets - Home Goods
● Furniture &
Home Goods
● eCommerce
● Shared Economy
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Markets - Home Goods
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
Markets - Sharing Economy
Source: FastCompany
Markets - eCommerce
Source: CB Insights
Customers
● Online Furniture
● Growing Cities
● Home Construction
Source: Wayfair, Initiating Coverage, Wedbush Securities, October 2014
Customers
Source: AMERICAN MILLENNIALS: Deciphering the Enigma Generation, Barkley Research
Competitors
Source: Crunchbase
Adjacent
● Pinterest
● Ad Placement
Source: Digital Information World
Laura@bizologie.com
April@bizologie.com
www.bizologie.com
www.facebook.com/bizologie
Twitter @bizologie