Description of visuals
(The title of the video "Tutorial for Businesses - Getting to Know Your Market and Industry" is shown.)
When you stand back and look at great small business successes, have you ever noticed that there's a bit of a pattern?
(An image of a business woman and the text "Great Small Businesses Successes" are shown.)
A knack for understanding who their customer is: "Hi, Mrs. Raymond! How are the twins?"
(Images of the same businesswoman, a female customer and her twins are shown. A dialogue box containing the question "How are the twins?" appears on the screen.)
A sense of knowing exactly where they're located: "Shall we deliver that to you at 16 Evercrest? Evening, right?"
(Images of the same businesswoman, a male customer and a house are shown. A dialogue box containing the questions "Shall we deliver that to you at 16 Evercrest? Evening, right?" appears on the screen.)
And even their spending patterns: "According to our system, seems to me that those twins are due for new skates again!"
(Images are shown of the same businesswoman making a phone call to her customer and two twin boys playing soccer. A dialogue box containing the question "Due for new skates again?" appears on the screen.)
Smart businesses also understand who their competition is, and how to find a niche or an opportunity… hone in on it… and make it work for them.
(Images of 15 houses are shown with one of them standing out from the rest.)
We're Statistics Canada, and we'd like to show you some tools that will help you to get to know your customers, your market, your industry, and the conditions in which you can operate most successfully. The tools are reliable, accurate, and best of all, they're free.
(An image of the same business woman looking at the flipchart is shown. On the flipchart, the text "customers, market and industry" is shown.)
(An image of the same business woman looking at a computer screen and making notes. The text "reliable, accurate and free" is shown.)
A reminder: data from the Canadian Census is a gold mine of national and local information on a whole range of important topics. You can watch the tutorial on finding local census data on also our YouTube Channel at this URL: www.youtube.com/statisticscanada.
(An image is shown of a man looking at a computer screen and making notes. On the computer screen, the text "Canadian census data" is shown. An image is also shown of a chest filled with gold coins.)
(The YouTube logo and the URL link www.youtube.com/statisticscanada are shown.)
Now we want to show you how to drill down deeper and learn more about your customers through data provided by Statistics Canada's National Household Survey, or NHS.
(The web home page of the National Household Survey is shown.)
The NHS is the largest voluntary survey ever conducted by Statistics Canada, with some 4.5 million households invited to take part.
(An image of the NHS home page and the texts "NHS, largest survey ever" and "4.5 million households" are shown.)
There were many topics covered in the voluntary survey including questions on: Place of birth Citizenship and immigration Ethnic origin, Aboriginal identity Language of work Education Labour market activity Income, and Housing.
(An image of the NHS home page and the text "place of birth, citizenship and immigration, ethnic origin, Aboriginal identity, language of work, education, labour market activity, income, and housing" are shown.)
Let's take a look. From the Statistics Canada main page - www.statcan.gc.ca - select "English"
(The Statistics Canada main page is shown.)
Go to the NHS home page… here
(The NHS home page is shown. The cursor selects "NHS Profile".)
From the NHS home page, go to the most popular of the NHS product line - the NHS Profile.
(The cursor selects "2011 National Household Survey (NHS)" under the heading of "Features".)
The profile presents information for various levels of geography, including municipalities. By the way, the Survey uses a number of special terms, and the NHS dictionary, located here, can help you understand them.
(The cursor selects "NHS Profile" under the heading of "Data products".)
In the Profile, search for an area of interest by typing its 'place name', browsing a list or entering a postal code. Let's enter "Moncton", Select "Search", select the desired geography (e.g. Moncton, city).
(The cursor selects "by geography" and a screenshot of the search options of the NHS Profile is shown. The cursor moves to "select a province or territory" and a list of the provinces and territories is shown. The cursor moves to "Postal code" before it selects "Place name". The word "Moncton" is entered, and the cursor selects "Search". The cursor then selects "Moncton (city)".)
And presto: a really useful profile of the socio-economic, education, labour market and income characteristics of the population of this area.
(A detailed NHS profile is shown for Moncton (city).)
Now, let's show you another tool: Statistics Canada conducts an annual Survey of Household Spending (SHS), which gathers detailed information on spending patterns as well as dwelling characteristics and household equipment. Data covers household spending on a wide variety of goods and services — from food and shelter to education and health care.
(Text "Survey of Household Spending (SHS), spending patterns, dwelling characteristics and housing equipment" is shown.)
You can access these data free of charge on CANSIM, Statistics Canada's key socio-economic database.
(Statistics Canada's web home page is shown. From there the cursor selects "CANSIM". The CANSIM home page is shown.)
Enter "spending" in the 'search box" and select "search". Tables with the word "spending" are displayed.
(The word "spending" is entered. The cursor selects "Search". A list of tables containing the word "spending" is shown.)
Let's select "Table 203-0021" A partial table is displayed.
(The table titled "Survey of household spending (SHS), household spending, Canada, regions and provinces, annual (dollars), 2010 to 2012" is highlighted. The cursor selects the table number "203-0021". A partial screenshot of table 203-0021 is shown.)
You can use the "Add/Remove data" feature to customize your table. Simply follow the steps on the screen. Let's try an example with the following variables for someone thinking of establishing a food service business on the East coast.
(The cursor selects the "Add/Remove data" tab.)
Choose "New Brunswick"
(Under "Step 1 – Select: Geography", "New Brunswick" is selected.)
Choose "Average expenditure per household"
(Under "Step 2 –Select: Statistic", "Average expenditure per household" is selected.)
Deselect all and then choose "Food purchased from restaurants"
(Under "Step 3- Select: Household expenditures, summary-level categories", all categories are deselected and then "food purchased from restaurants" is selected.)
Ask for the period from 2010 to 2012
(Under "Step 4 - Select the time frame", a time period from 2010 to 2012 is shown.)
And ask for an HTML table, with time shown as columns
(Under "Step 5: Select the screen output format", "HTML table, time as columns" is selected.)
Then choose "Apply", and the following table with the results is generated. Be sure to read the footnotes of the table.
(The cursor selects "Apply" and a screenshot of a table containing the results is shown. A screenshot of the footnotes of the table is shown.)
Now let's look at understanding your industry through Canadian Business Patterns data
(The image of the same businesswoman is shown along with the text "Canadian Business Patterns data".)
Let's go back to CANSIM where you can access the data.
(The CANSIM home page is shown.)
Canadian Business Patterns data provide counts of active locations by type of industry and employment size for Canada and the provinces/territories. Again, there's no charge. Let's enter 'business patterns" or "business counts" in the search box, and select "Search". Select "Table 551-0005"
(The words "business patterns" are entered. The cursor selects "Search". Table 551-0005 titled "Canadian business patterns, location counts, employment size and North American Industry Classification System (NAICS), national industries, by Canada and provinces, December 2013, semi-annual (Number), Dec 2013" is highlighted.)
Use the "Add/Remove data" feature to customize your table. Follow the steps and select the desired variables.
(The cursor selects "Add/Remove data".)
("New Brunswick" is selected.)
5 to 9 employee size, and…
(The category "5 to 9 employee size" is selected.)
Choose the expand link to view the full list then select
(The cursor selects "+Expand".)
561730 Landscaping services
("Landscaping services 561730" is selected.)
Select "Apply" and the following table will be generated, showing that there were 52 locations of Landscaping services that hired 5 to 9 employees in New Brunswick in June 2013.
(The cursor selects "Apply" and a table containing the results is shown.)
Just imagine how valuable this kind of information is when you're planning either to open a business or to expand.
(The text "valuable information" is shown.)
Okay, that's it for now. In this tutorial, we have shown you just a few free resources to help you make better-informed decisions—but, as you can imagine, we've only scratched the surface.
(Image of the same businesswoman is shown along with the text "free resources" and "better decisions".)
We invite you to discover more information that can help you in a variety of ways.
(Image of the same businesswoman is shown along with the text "discover more information that can help you".)
Remember – the better prepared you are, and the more you know, the better your chances of becoming a Canadian business success story – with help from Statistics Canada.
(Image of the same businesswoman celebrating her success is shown along with a Canadian flag. Statistics Canada's signature with the Canadian flag is also shown.)
If you have any questions, please don't hesitate to contact us at 1-800-263-1136, or through email at firstname.lastname@example.org
(Statistics Canada's signature with the Canadian flag is shown. Beneath the signature, the toll-free phone number 1-800-263-1136 and the e-mail address STATCAN.infostats-infostats.STATCAN@canada.ca are shown.)
(The Canada wordmark is shown.)