How to conduct market research in startups and small firms
What you’ll learn
Spy on your competitors
Estimate the size of the market and value of customers
Draw conclusion on the structure of the market
Find ideas how to develop your business
Validate your ideas for new business using market data
Many business mistakes are made due to insufficient market research. That’s why I created for you this hands-on course so that you can see how with virtually no money you can research many important aspects like the size of the market or a particular segment, the sales tactics of competitors, customer preferences, etc. This course is based on my 15 years of experience as a consultant in top consulting firms and as a Board Member responsible for strategy, performance improvement, and turn-arounds in the biggest firms from Retail, FMCG, SMG, B2B, and services sectors that I worked for. I have carried or supervised over 90 different performance improvement projects in different industries that generated in total 2 billion of additional EBITDA. On the basis of what you will find in this course, I have trained in person over 100 consultants, business analysts, and managers who now are Partners in PE and VC funds, Investment Directors and Business Analysts in PE and VC, Operational Directors, COO, CRO, CEO, Directors in Consulting Companies, Board Members, etc. On top of that my courses on Udemy were already taken by more than 124 000 students including people working in EY, Walmart, Booz Allen Hamilton, Adidas, Naspers, Alvarez & Marsal, PwC, Dell, Walgreens, Orange, and many others.I will show you 3 groups of market research methods:Consulting methodsOn-line methods Off-line methodsSince we want you to be able to do market research on your own there will be very little theory and loads of nice examples in many fields. You will master the market research in fields such as retail, fast-moving consumer goods, the food sector, online businesses, services, and some off-line businesses. This training will be especially beneficial for small business owners, startups, and consultants. You will learn what mystery shopping, store-checks are, the bottom-up, the top-down approach, and others.You will be able also to download many additional resourcesLinks to free presentations and movies showing examples of research Links to books worth readingExcels with calculations showing you how you can do the market research as well as analyses and draw conclusionsWe will use the following tools:ExcelSimiarWebKeywords Planner by GoogleFacebook Audience InsightFacebookMobile market applicationsSlideshareYoutubeOur own tools/formats
Section 1: Introduction to the course
Lecture 1 Introduction to the course
Lecture 2 About me
Lecture 3 How to deal with Blurry image
Lecture 4 How to reach additional resources
Section 2: Introduction and consulting methods
Lecture 5 Market research methods for startups – introduction
Lecture 6 Bottom-up aproach
Lecture 7 Top-down approach
Lecture 8 Using bottom-up approach in practice
Lecture 9 Introduction to the ceramic tiles case
Lecture 10 Ceramic tile market – case to be solved
Lecture 11 Ceramic tile market – solution
Lecture 12 Ceramic tile market – solution in Excel
Lecture 13 Ceramic tile market – Presentation in Power Point
Lecture 14 Ovierview of Market Research methods
Section 3: Market research – off-line methods
Lecture 15 Off-line research introduction
Lecture 16 Off-line interviews
Lecture 17 Being where your customer is
Lecture 18 Store checks
Lecture 19 Mystery shopping
Section 4: Market research on-line methods
Lecture 20 On-line research introduction
Lecture 21 Facebook Audience Insight
Lecture 22 How to creach Facebook Audience Insight
Lecture 23 Customer profiles on facebook
Lecture 24 SimilarWeb – tool to spy on your competition
Lecture 25 Keyword Planner by Google
Lecture 26 Slideshare and Youtube
Lecture 27 Markets for mobile applications
Lecture 28 World Bank Open Data – General remarks
Lecture 29 World Bank Open Data – How to use it
Lecture 30 Euromonitor
Lecture 31 Trading Economics
Lecture 32 Ubersuggest
Lecture 33 Online Storechecks – Introduction
Lecture 34 Online store-checks – What information you gather
Lecture 35 Online Storechecks – Cosmetics – Case Introduction
Lecture 36 Online Storechecks – Cosmetics – Available Data
Lecture 37 Online Storechecks – Cosmetics – Analysis by Brands
Lecture 38 Online Storechecks – Cosmetics – Analysis by Applications
Lecture 39 Online Storechecks – Cosmetics – Analysis by Size & Customer Group
Lecture 40 Crunchbase – Introduction
Lecture 41 Crunchbase – Case Study
Section 5: Using Customer reviews
Lecture 42 Using Customer reviews – Introduction
Lecture 43 Using customer reviews – Source
Lecture 44 Using Customer reviews – Capterra Example
Lecture 45 Using Customer reviews – Case Introduction
Lecture 46 Using Customer reviews – Available Data
Lecture 47 Using Customer reviews – Analysis by Industry & Size of Firm
Lecture 48 Using Customer reviews – Customer Segment Size
Lecture 49 Sites for comparing products – Introduction
Lecture 50 Sites for comparing products – GetApp Example
Section 6: Other useful sources of information
Lecture 51 Gathering official data – Introduction
Lecture 52 Investor Relations example – Disney
Lecture 53 Investor Relations example – LPP
Lecture 54 Where you can find financial data on the companies
Lecture 55 How to figure out the strategy of other companies?
Lecture 56 Introduction to Consumer Research
Lecture 57 How to present results of market resarch analysis?
Section 7: How to identify and undrestand trends?
Lecture 58 Introduction into trends
Lecture 59 Google Trends
Lecture 60 Google Public Data
Lecture 61 Trendy Economy – public data
Lecture 62 Statista
Lecture 63 How to talk with experts?
Lecture 64 Where to find experts?
Section 8: Case study restaurant – how to find the right location for a restaurant?
Lecture 65 Introduction to the case study
Lecture 66 Introduction to analyzing locations for future restaurants
Lecture 67 Storechecks – how to use them to check specific location?
Lecture 68 Google Maps – how to use them to check specific location?
Lecture 69 On-demand marketplaces – how to use them to check specific location?
Lecture 70 Keyword Planner – how to use them to check specific location?
Lecture 71 Review sites – how to use them to check specific location?
Section 9: Case Study Restaurant – What concept should you choose?
Lecture 72 Introduction to choosing the right concept
Lecture 73 How to use storecheck to analyze restaurants?
Lecture 74 Franchising databases – how to use it to analyze restaurant concepts
Lecture 75 Marketplaces with recommendations – how to use them to analyze the concept
Lecture 76 Fanpages as a source of information about specific restaurant
Lecture 77 How to use Keyword Planner to analyze specific type of restaurant?
Lecture 78 How to use google trends?
Lecture 79 How to use ready made reports to analzy restaurant business?
Section 10: Case Study Restaurant -How to analyze your target group ?
Lecture 80 How to define a segment – target group
Lecture 81 Example of segmentation
Lecture 82 Introduction to analyzing the target group
Lecture 83 Off-line interview for known concepts
Lecture 84 Off-line interview for unknown restaurant concepts
Lecture 85 On-line interviews
Lecture 86 Marketplaces with recommendations – how to use them to analyze the target group
Section 11: Examples of presentations
Lecture 87 Useful examples of presentations
Section 12: Conclusions
Lecture 88 Bonus Lecture
Analyst,Researchers,Small business manangers,Startupers
Udemy | English | 4h 58m | 2.87 GB
Created by: Asen Gyczew