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MKTG 513: Pioneering Innovation: Private Company

Private Companies

In the US, private companies are not required to release their financials. Therefore, most of the time you won't be able to get detailed financial statements on a private firm. Here are some strategies on researching a private company:

  • Company websites and social media channels: your company's vs. your competitors'
  • Shopping sites: why buy from them (price, quality, service)?
  • Company profile databases: find revenue data (self-reported or estimates) and other limited information (depending on the size of the private firm) from the sources suggested below.
  • Industry/market research reports: trends, competition, main players.
  • Use industry benchmarks as proxy (e.g., you probably won't be able to obtain financial statements on your competitors that are private firms, but industry benchmark data might shed some light). 
  • Consumer profiles: demographics and psychographics
  • Search for news stories on the company (using library databases or Google). This is especially important when the company is local and/or small. The company might have been covered in newspapers, trade publications, TV segments, or blogs.

Private Company Research Tips

Business Filings