{"id":156573,"date":"2025-03-25T22:38:52","date_gmt":"2025-03-25T22:38:52","guid":{"rendered":"https:\/\/peraltafinancing.com\/agriculture\/internet-tools-to-help-you-learn-about-new-markets-part-4\/"},"modified":"2025-03-25T22:38:52","modified_gmt":"2025-03-25T22:38:52","slug":"internet-tools-to-help-you-learn-about-new-markets-part-4","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=156573","title":{"rendered":"Internet Tools to Help You Learn About New Markets, Part 4"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div id=\"post-body-882864317672043810\" itemprop=\"description articleBody\">\n<span style=\"background-color: #fefdfa; color: #333333; line-height: 18.2000007629395px;\"><span style=\"font-family: inherit;\">By Dr Kathy Kelley, Professor of Horticultural Marketing and Business Management, and Dana Ollendyke, Extension Associate<\/span><\/span><br \/>\n<span style=\"background-color: #fefdfa; color: #333333; line-height: 18.2000007629395px;\"><span style=\"font-family: inherit;\"><br \/><\/span><\/span><br \/>\n<span style=\"font-family: inherit;\"><span style=\"background-color: #fefdfa; color: #333333; line-height: 18.2000007629395px;\">In our\u00a0<\/span><a href=\"http:\/\/bit.ly\/1NlSc39\" style=\"background-color: #fefdfa; color: #596544; line-height: 18.2000007629395px; text-decoration: none;\">previous post<\/a><span style=\"background-color: #fefdfa; color: #333333; line-height: 18.2000007629395px;\">, we discussed using\u00a0<\/span><a href=\"http:\/\/bit.ly\/1nY5P9T\" style=\"background-attachment: initial; background-clip: initial; background-color: #fefdfa; background-image: initial; background-origin: initial; background-position: initial; background-repeat: initial; background-size: initial; border: 0px; color: #2d4567; line-height: 21px; margin: 0px; outline: 0px; padding: 0px; text-decoration: none; vertical-align: baseline;\">Easy Analytic Software Inc (EASI)<\/a>,<span style=\"background-color: white; color: #555555; line-height: 21px;\">\u00a0which\u00a0<\/span><span style=\"background-color: white; color: #555555; line-height: 21px;\">allows users to more easily search Census data. \u00a0This post, which will be the final one in this series, will focus on Geographic Information Systems (GIS) reports from the\u00a0<\/span><span style=\"background-color: white; color: #555555; line-height: 21px;\">Small Business Development Center (SBDC).<\/span><\/span><br \/>\n<span style=\"background-color: white; color: #555555; line-height: 21px;\"><span style=\"font-family: inherit;\"><br \/><\/span><\/span><\/p>\n<div style=\"background: rgb(255, 255, 255); border: 0px; color: #555555; line-height: 21px; margin-bottom: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;\">\n<span style=\"font-family: inherit;\">These reports are free of charge to prospective or existing small business owners who are receiving business-counseling services from their local\u00a0<a href=\"http:\/\/www.sbdcnet.org\/find-your-local-sbdc-office\" style=\"background: transparent; border: 0px; color: #2d4567; margin: 0px; outline: 0px; padding: 0px; text-decoration: none; vertical-align: baseline;\">SBDC Advisor<\/a>.<\/span><\/div>\n<p>\n<span style=\"font-family: inherit;\">Some of the reports include:<\/span><\/p>\n<ul style=\"background: rgb(255, 255, 255); border: 0px; color: #555555; line-height: 21px; margin: 0px 0px 1.5em; outline: 0px; padding: 0px 0px 0px 30px; vertical-align: baseline;\">\n<li style=\"background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit;\"><b>Competition maps\u2014<\/b>These maps show the location of individual competitors in relation to a small business location.<\/span><\/li>\n<li style=\"background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit;\"><b>Competitor lists\u2014<\/b>These lists can include a competitor\u2019s company name, location, number of employees at each location, whether the location is a competitor\u2019s single location or branch, estimated annual sales volume, the competitor\u2019s NAICS (North American Industry Classification System) and SIC (Standard Industrial Classification) codes and a latitude and longitude coordinate.<\/span><\/li>\n<li style=\"background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit;\"><b>Consumer expenditure comparison reports\u2014<\/b>These reports help clients evaluate the relative demand for their chosen industry within their local market area, county, state, and the nation.<\/span><\/li>\n<li style=\"background: transparent; border: 0px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\"><span style=\"font-family: inherit;\"><b>Drive time reports\u2014<\/b>The time it takes to travel to a local store or restaurant can be a significant factor in defining the target market for a small business. These highly detailed maps show the geographic boundaries of a small business\u2019 target market customized to the amount of time considered acceptable to the small business\u2019 clientele (Image 1).<\/span><\/li>\n<\/ul>\n<p>\n<span style=\"font-family: inherit;\"><span style=\"color: #555555;\"><span style=\"line-height: 21px;\"><b>Image 1.\u00a0<\/b><\/span><\/span><strong style=\"background: rgb(255, 255, 255); border: 0px; color: #555555; line-height: 21px; margin: 0px; outline: 0px; padding: 0px; vertical-align: baseline;\">A sample Drive Time Map showing the market area that can reach a small business destination in Lakewood, CA within 10 minutes.\u00a0<\/strong><span style=\"background-color: white; color: #555555; line-height: 21px;\">(Contact your local SBDC for a customized map.)<\/span><\/span><\/p>\n<div class=\"separator\" style=\"clear: both; text-align: center;\">\n<a href=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgWyly00hwbE6NVGjONmJJZhT11vH0DgqKGag13ztfnoCXPClU6Q2vefO0_oZs2u_osBn-0JoT_cUETaRXCXh7ey-IIewhunik_o2m4nNtTA3vfZWJW3jJ30Ozrf4kN1N0-ZwhTqL0tAElI\/s1600\/kathy6.png\" imageanchor=\"1\" style=\"margin-left: 1em; margin-right: 1em;\"><span style=\"font-family: inherit;\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" height=\"392\" src=\"https:\/\/blogger.googleusercontent.com\/img\/b\/R29vZ2xl\/AVvXsEgWyly00hwbE6NVGjONmJJZhT11vH0DgqKGag13ztfnoCXPClU6Q2vefO0_oZs2u_osBn-0JoT_cUETaRXCXh7ey-IIewhunik_o2m4nNtTA3vfZWJW3jJ30Ozrf4kN1N0-ZwhTqL0tAElI\/s400\/kathy6.png\" width=\"400\"\/><\/span><\/a><\/div>\n<div>\n<p>\n<span style=\"font-family: inherit;\">Certainly, this blog series doesn\u2019t discuss all that is needed to better understand consumers\u2019 attitudes, behaviors, etc. towards wine based on their race and ethnicity. It does, however, provide some tools that are useful in gathering data and learning about the population of racial and ethnic groups you could serve in your community.<\/span><\/p>\n<div style=\"background: rgb(255, 255, 255); border: 0px; color: #555555; line-height: 21px; margin-bottom: 1.5em; outline: 0px; padding: 0px; vertical-align: baseline;\">\n<span style=\"font-family: inherit;\">There are other components such as the consumer\u2019s level of \u201cacculturation,\u201d which is the \u201ccultural modification of an individual, group, or people by adapting or borrowing traits from another culture\u201d (<a href=\"http:\/\/bit.ly\/1xEH2NK\" style=\"background: transparent; border: 0px; color: #2d4567; margin: 0px; outline: 0px; padding: 0px; text-decoration: none; vertical-align: baseline;\">http:\/\/bit.ly\/1xEH2NK<\/a>). To demonstrate this point, we will use an example from Kathy\u2019s family. Her sister-in-law was born in South Korea and came to the U.S. 15 years ago. As she has become more ingrained in U.S. society, some of her habits and preferences have become more \u201cmainstream\u201d American. Not only can food choices, etc. change over time, but as someone becomes \u201cfully acculturated,\u201d their language preference can change from their native language to English (<a href=\"http:\/\/bit.ly\/1IxluaM\" style=\"background: transparent; border: 0px; color: #2d4567; margin: 0px; outline: 0px; padding: 0px; text-decoration: none; vertical-align: baseline;\">http:\/\/bit.ly\/1IxluaM<\/a>) which could impact how you choose to promote your wine.<\/span><\/div>\n<p>\n<span style=\"font-family: inherit;\">Another component is to search the Internet for \u201cwine and Asian culture,\u201d \u201cwine and Chinese culture,\u201d etc. to learn about wine style preferences and how wine is consumed (e.g. wine and Coke or wine cocktails). Also, don\u2019t forget to investigate what culturally significant holidays these consumers celebrate.<\/span><\/p>\n<p>\n<span style=\"font-family: inherit;\">Regardless, conducting adequate research is crucial when developing a realistic marketing plan. By finding out as much as possible about viable consumers, you will have a much better chance of understanding their needs and wants and hopefully gaining them as customers.<\/span><\/p>\n<\/div>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>By Dr Kathy Kelley, Professor of Horticultural Marketing and Business Management, and Dana Ollendyke, Extension Associate In our\u00a0previous post, we discussed using\u00a0Easy Analytic Software Inc (EASI),\u00a0which\u00a0allows users to more easily search Census data. \u00a0This post, which will be the final one in this series, will focus on Geographic Information Systems (GIS) reports from the\u00a0Small Business [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":156574,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12026],"tags":[15575,4963,11715,3341,708],"dealstore":[],"offerexpiration":[],"class_list":["post-156573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agriculture","tag-internet","tag-learn","tag-markets","tag-part","tag-tools"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - 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