Small Business Plans
This topic guide lists sources which will assist researchers in developing small business plans.
The guide focuses on suggested strategies and best places to begin research efforts. For information & assistance in using any of the sources, please contact library staff:
Customer Analysis
I. Target Market/Demographics
Who is the target customer for your product service? Where do they reside? What is their age, income, gender, ethnicity, and level of education?
Best Customers: Demographics of Consumer Demand
MCOB Reference HC 79 .C6 B47 2006
This book will help determine a potential target market for a specific product or service. Data for each product/service includes: average spending, indexed spending, market share of spending by age, household income, household type, race, region of residence, and educational attainment. Each table is accompanied by text identifying the best and largest target group of customers, analyzing spending patterns, describing spending trends for the product/service over the past few years and predicting future trends based on the nation's changing demographics.
Business Source Premier (EBSCO) [AVL Access for community researchers]
American Demographics, an excellent source of demographic data, is provided in full-text.
Click on advanced-search at the top of the screen:
- In the first search-box, use the pull-down menu to select 'Publication Name' and type American Demographics in the search box.
- In the second search-box, use the pull-down menu to select 'All Text' and type in a search term that describes your product or service (ex. weddings).
American Demographics is also available on the Web.
Who's Buying Series ... (New Strategist Publications)
| Alcoholic & nonalcoholic beverages |
MCOB Reference HD 9348 .U5 W46 |
| Apparel |
MCOB Reference HD 9940 .U6 W46 |
| By Age |
MCOB Reference HF 5415.33 .U6 W45 |
| By Race & Hispanic Origin |
MCOB Reference HF 5415.33 .U6 W46 |
| Entertainment |
MCOB Reference GV 53 .W46 |
| Groceries |
MCOB Reference HD 9321.4 .W46 |
| Healthcare |
MCOB Reference RA 410.53 .W46 |
| Household Furnishings, Service, and Supplies |
MCOB Reference HD 9773 .A1 W46 |
| Information Products & Services |
MCOB Reference HE 7601 .W46 |
| Pets |
MCOB Reference SF 414.7 .W46 |
| Restaurants & Carry-outs |
MCOB Reference TX 945 .W46 |
| Transportation |
MCOB Reference HD 9710 .U52 W54 |
| Travel |
MCOB Reference G 155 .U6 W46 |
Each report in this series provides: household spending trends for 5 years across a number of demographic characteritics, household spending for specific types of products/services, and a ranking list. For each product/service: best customers are identified, customer trends are given, and average household spending is provided across a number of demographic variables.
Lifestyle Market Analyst (SRDS)
MCOB Reference HF 5415.33 .U5 L54
Provides market analysis at the local, regional, or national level. It breaks down the American population geographically and demographically. It also includes extensive lifestyle information on the interests, hobbies, and activities popular in each geographic and demographic market. Use section 1 to analyze a geographic market in terms of demographic characteristics and lifestyle interests. Use section 2 to analyze a market segment of households interested in a specific lifestyle (ex. foreign travel). Use section 3 to analyze consumer segment groups in terms of their geographical distribution and prevalent lifestyle interests.
*Read the information on how to interpret the data in front of the book.
The Official Guide to Household Spending: the Number One Guide to Who Spends How Much on What
MCOB Reference HC 110 .C6 T72
This source is based on the Consumer Expenditure Survey conducted each year by the Bureau of the Census. Within major spending categories such as food and alcoholic beverages, or shelter and utilities, data are presented in groupings by age, income, household type and size; then broken down into entries such as bakery products, nonalcoholic beverages, or food away from home. Tables show average expenditures, indexed expenditures, aggregate expenditures, and market percentages.
II. Determining target market size in specific geographic/market areas:
How big is the potential target market? How much growth is expected?
Alabama State Data Center
American Fact Finder (Census Bureau)
Community Sourcebook of Zip Code Demographics
MCOB Reference HA 203 .S66
For each zip code, provides county level data per Population, Race, Age, Households, Families, Median Household Income, Income, Spending Potential Indices.
*Refer to the front of this book for data interpretation guidelines.
Mobile Bay: An Economic Overview
Mobile County Economic Development Report
Statistical Abstract: Mobile Bay Area (Mobile Chamber of Commerce)
Survey of Buying Power and Media Markets
MCOB Reference HC 79 .C6 B47 2006
U.S. Census Bureau
U.S. Census Bureau: Population Projections (forecasts to 2050)
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Last Updated: 1/13/08 DLH
