Cambridge Judge Business School

Information, data, and support during your CVPAnge Fitzpatrick @angefitzpatrickAndrew Alexander @MrAndrew_A

email: infolib@jbs.cam.ac.uk

MBA – Cambridge Venture Project

Cambridge Judge Business School

today’s session

• why we’re back so soon• web and Google searching• database demos 1• ten tips & techniques• database demos 2• types of support available

Information & Library Services

time to... explore the data

...think about evaluating information

https://www.flickr.com/photos/_pichenettes_/4097104870/

...and detail the supportavailable

https://www.flickr.com/photos/ecstaticist/3431138744/

https://www.flickr.com/photos/lendingmemo/11442225495/

how big is the

internet?(no. of

webpages)Ans: 14.3 trillion

If you stack up 14.3 trillion dollar bills, the pile would stretch to the moon and back twice!

but, how much of the web does

index?(in billions of pages)

Ans: 48 billion

but what does 48 billion look like?

that’s 3 per person per week

So when you search on Google you

only search 0.3% of the web!

https://www.flickr.com/photos/minifig/3174009125/

that’s a bit like asking the world a question and only listening to people from

Madagascar

So how do you access the

99.7%?https://www.flickr.com/photos/rietje/76566707/

More data than you’ll ever have again

UK trends and economy

Exports:Exports represented just 15.3% of GDP in 2015, a much lower level than in other large EU member states. Exports (in dollars) fell by 9.8% in 2015 while gains of 4.3% are forecast in 2016.

Employment: The services sector accounts for 78.7% of GDP. The services sector will continue to be the main engine of UK growth for both output and employment, with manufacturing growth having slowed due to renewed stagnation in key European export markets.

Higher education:The UK’s 2015 higher education rate was the seventh highest in the world. This rate rose steadily since 2010, as the job market increasingly requires people that have attained higher education. However, costs per year to obtain higher education are rising and are expected to rise further, as the government plans to raise the ceiling for annual tuition fees of £9,000 in 2016 for domestic students. This could potentially make access to higher education difficult;.

Infrastructure:National Infrastructure Delivery Plan (2016-2021) was commissioned by the government, with over £12.6 billion to be invested in improving the infrastructural competitiveness of the economy. This would further reinforce the competitiveness of the UK business environment..

R&D:Expenditure on R&D was lower than certain countries of the developed world, such as France, Germany and the USA. The government has been investing in R&D via initiatives, such as Innovate UK since 2007, which was allocated a budget of £1.5 billion for 2015-16.

Source: Euromonitor

Mintel Academic: UK focus, with European market data. Good for FMCG, B2B and luxury goods

IBIS World: In-depth industry reports incl. supply chain, key success factors, competitive landscape, outlook. Cool graphics

EMIS: Great for access to high-tech reports as well as EIU reports; company data, industry info and deals from emerging markets

Databases 1 - Summary

tips and techniques

10. That expensive market research reportYep those expensive market research reports do exist, but... we don’t have a spare £16,000 lying around just for your CVP team. Sorry. Not sorry.

https://www.flickr.com/photos/rgt3/4457946751/

9. Great Google searches – using inbuilt search functionality

Don’t just ‘basic search’Search tools: sort by date, sort by relevance, narrow by countryfiletype: .pdf, .ppt, .xlssite: .edu, .govdefine: market capitalisationstocks: MSFThttps://www.flickr.com/photos/doctorow/2531535355/

8. it might not be the database...

8. zero results? it might not be the database that sucks...

https://www.flickr.com/photos/proimos/4199675334

7. quality in-depth reliable research takes a long time

you can’t get all the data from just one or two sources, you need to cast your net wider (think supermarket shopping)don’t expect to be able to find everything you need immediately

build in contingency time

assign enough team members and don’t duplicate activity

https://www.flickr.com/photos/45605988@N03/5713582241

6. search strategy

your results will only be as good as your search strategystop using just one frickin’ keyword!brainstorm a list of keywords and synonymsyou have not “searched everything” (don’t tell us you have) https://www.flickr.com/photos/mikechen-metalman/4586185761/

5. Evaluating data/triangulation triangulation: ‘two (or more) methods are used in a study in order to check the results’

https://www.flickr.com/photos/hypereyed/8888613394/

approach the data you locate with an enquiring mind

can you rely on the source?

how was the data calculated?

can the data be corroborated?

if the data looks wildly different between sources, can you work out why ?

4. Comparables and proxiessome of the data you need may not be available (or only available at a price we/you can’t afford)

you can get around this by identifying a similar... industry/company/product/country (there are more parallels than you’d expect between wildly different sectors)

in other words a comparable or proxy – this is not only acceptable practice but it often also illuminates other aspects (another way of gathering trend and SWOT data)

3. gaps and problems as opportunities

https://www.flickr.com/photos/chalo84/5657162521

gaps and problems point up opportunities- gaps for new research/markets/productsby identifying gaps you can offer solutions or identify areas for further researche.g. unable to fit furniture into a car (IKEA)e.g. expensive phonecalls to family members abroad (What’s App)e.g. ugly computer interfaces(Apple) e.g. no-one punting beyond September (Scudamores themed punting)

https://www.flickr.com/photos/125303894@N06/14365669046/

2. don’t lose sight of the briefto estimate the potential market for a new product or service and to develop your management practice and market analysis skillswe have sometimes seen too much emphasis on the former and not enough on the latteralso this is about getting a flavour of a start-up, and an insight into "Silicon Fen" and the kind of challenges faced by innovators working in high-risk, high-pressure environments

1. don’t go it alonework as a team (this is judged too)- get to know each other- play to strengths - divide up tasks - work smart

exploit premium data and analysis available to you

use local expertise and experience

leverage your existing contactshttps://www.flickr.com/photos/e3000/256560692/

Factiva: Global news. All the major UK newspapers, trade magazines and newswires. Indexed company and industry content.

Mergent Investext: Broker and investment reports. Trends, SWOT, outlook for companies and industries.

Fame: UK companies by county or industry – accounts, identify contacts and industry peers.

Databases 2 - Summary

support... the team

Support – books and articles – reading around

support... printed resourcesbusiness strategy, business plans, routes to market, industries

support... consultationsin your CVP teams or 1-2-1 - email: infolib@jbs.cam.ac.uk

support... surveys

https://www.flickr.com/photos/roboppy/9625780/

create professional surveys with Qualtrics Tuesday 18th & Wednesday 19th October

Cambridge Judge Business School

today’s session in summary

• go beyond Google• use our databases• spend time on research• employ search strategies• it’s not all about the data• we can help you• email:

infolib@jbs.cam.ac.uk

Information & Library Services