MI Services

Market Intelligence3

Innovate Manitoba’s Market Intelligence Services for Manitoba Ventures

Through an exclusive partnership with MaRS Discovery District, Innovate Manitoba’s (I’M’s) Market Intelligence (MI) provides Manitoba’s entrepreneurs and startups with access to the best research available – and at no cost!  This a huge opportunity for startups and firms looking to discover if there is a market for their innovative offering, where geographically that market is situated, and exactly what the market opportunity is.

About Innovate Manitoba’s MI

MI services are provided as a complement to clients’ own research efforts and due diligence. The value of our services lies in brokering free access to proprietary reports and statistics, which are beyond reach for most startups. You also gain access to 12 industry analysts, research analysts, and information specialists with a broad skill set to help you find relevant information. In the case where MI is not able to provide relevant reports through our licensed content, we will find the best available information from publicly available sources that clients may have overlooked.

What are the eligibility criteria to qualify for MI services?
  • The venture must be headquartered in Manitoba.
  • The venture must have under $1 million in annual revenue (most recent fiscal year).
  • The venture may have raised up to $2 million in total funding since its year established from sources such as VC, angel, personal capital, friends, family, government-funded investment programs and bank loans. This does not include funds raised from government research and development grants. Some exceptions are made when the venture is in the drug development, biotechnology, and medical and assistive device industries, in which case this funding cap is set at $3 million. 
How do you access MI?

In order to access MI services, entrepreneurs must work with an advisor at Innovate Manitoba and complete and submit the MI Request Form. Please contact Jan Lederman jlederman@innovatemanitoba.com for further information and to submit your request.

The MI team will acknowledge the request within 48 hours and turn around the research in 3-10 business days. Urgent requests will be accommodated when possible.

Note: This free service is limited to five entrepreneurs or startups each quarter, and 20 per year.

MI Restrictions

Market Intelligence Restrictions and Limitations

The analysts and information specialists with Innovate Manitoba MI can provide relevant reports to address most questions related to your industry and market. However, as with any secondary research, these reports may be limited in terms of the degree to which they directly answer questions specific to your business or innovation. Below are examples of the types of questions that will generally require primary research, and thus, are beyond the scope of MI services. Clients should be aware of the restrictions and limitations outlined below before submitting an MI request.

Question restrictions

Number of questions Clients should prioritize requests for multiple data points. MI will spend a reasonable amount of time on the top three to five priority items and will refer the unanswered questions back to the client to resubmit.

Types of questions Innovate Manitoba MI cannot provide advice on strategy or business models (or similar). We will provide the market research to help you make such decisions with your advisors.

MI limitations

Price lists, pricing models MI cannot obtain price lists or other pricing/costing data for suppliers, manufacturers, distributors and/or specific products. This includes reimbursement data for therapeutics or devices. This information is typically proprietary and is not available in the public domain.

Lead, mailing or target lists Company lists, custom sales and marketing lead lists should be acquired from a list broker, such as Scott’s Directories. MI does not have access to this type of information.

Canadian and US business counts Canadian business counts for a specific vertical are limited. The best Canadian business count data is available from a Statistics Canada publication, Canadian Business Patterns, which is often available at large public libraries. Data from the US can be sourced publicly from the United States Census Bureau’s website.

Detailed, in-depth demographic profiles MI does not conduct primary research as part of its core services. Limited information is available through Statistics Canada.

Patent searches MI can do a general search for potential competitor patents. However, our results cannot and should not be used as a basis for business decisions. For this, a professional legal opinion should be obtained.

Private company revenues This information is often proprietary and not disclosed. MI can conduct a limited search for this information.

Competitor lists, competitive analysis MI does not provide competitor lists or conduct competitive analysis as part of its core services. Some market reports may contain discussions on suppliers/vendors (your potential competitors). Limited information on companies may be available through selected databases such as comScore, Capital IQ and Cleantech Group.

Advertising spend by category, industry or location, and advertiser rankings MI can conduct a limited search for this information.

Customer spending patterns MI can conduct limited searches on average customer spending patterns, such as on devices, services, apps and games.


What can I expect to receive after submitting the request?

All requests must be summited to your Innovate Manitoba advisor, who will forward the request on to the MI team. Once MI receives the request, a sector-specific team member will be assigned to it. After reviewing the request, he or she will contact you for clarification (if necessary), and provide a target date by which the request will be completed.

MI team members will search through licensed databases and, if necessary, through publically available resources to find relevant and timely information. In most cases, a soft copy of the report(s) will be emailed to you along with any customized deliverables based on the request.

When can I expect to receive the information back?

The MI team strives to achieve the following levels of service for each client:

  • One of the MI team members will acknowledge receipt of your request within one business day of receiving it.
  • Based on the complexity of the request received, the MI team will need anywhere from 3 to 10 business days to process your request.
  • If the nature of the request is urgent and you require data for a meeting or presentation, please alert the MI team and we will do our best to accommodate your timeline.

What licensed databases does the MI team have access to?

The following premium databases will be used to find relevant information and answer research queries:

Are there limits to the number of times I can access MI services? 

To manage demand, there will be a limit to the number of times an entrepreneur can access MI services. Entrepreneurs may make 3 requests for market research. To help complete the research process in a timely manner, we request that entrepreneurs prioritize the information they need based on their immediate business goals.

Who can I share the research reports with? 

As per the “MI Services Terms of Use” (http://www.marsdd.com/mrp/termsofuse/), which must be agreed to as indicated on the MI Request Form, you cannot share any of the reports provided to anyone outside of your organization (such as consultants and investors).

Can I reference the information from the reports in presentations or business documents?

You must abide by all the copyright rules indicated in the “MI Services Terms of Use”. Some specific items to remember:

  • You cannot copy and paste any figure, table or text from the reports into a business development, venture pitch or grant application without prior permission from the vendor.
  • After obtaining permission, you must reference the vendor appropriately.
  • You cannot make reference to any market numbers or trends from the reports on your company or research website without permission.

MI Team

The MaRS MI team consists of 12 members with a broad set of skills and backgrounds, including:

  • Over 60 years of market research experience
  • Currently involved with or previously worked at startups
  • Strategy consulting experience
  • Scientific and academic research
  • Investment banking and venture capital
  • Journalism 
  • Teaching
  • Policy and advocacy
  • Technology transfer and commercialization
  • Industry experience
  • Life sciences, healthcare, cleantech, advanced manufacturing, materials, information communications technology and entertainment, and government experience

Usha Srinivasan, Vice President, Learning & Insights Usha Srinivasan leads a team of individuals dedicated to providing commercialization services to technology entrepreneurs in the province. The program provides access to advisory services, program funding, market/industry intelligence and online and onsite educational content accessible through the “Regional Innovation Centers” across Ontario, such as MaRS, and organizations like Innovate Manitoba. She also leads the MI team where her team of industry specific analysts and information specialists provide quality and timely market research intelligence to entrepreneurs in Ontario. Prior to joining MaRS, she worked at Frost & Sullivan, a leading global market research and consulting company where she published key research papers, consulted for companies of varying sizes and managed a group of analysts to provide quality research. She has technical and industry background in water, environment and building technologies having worked with global clients such as GE, Siemens, Veolia, American water, IBM, Honeywell and Brita. She holds a BSc in Microbiology from University of Bristol and a PhD in Environmental Sciences from University of Abertay in Dundee, Scotland. She is an NRC fellow and has completed postdoctoral work at the US Environmental Protection Agency and University of New Brunswick. She has also worked with the Northern Research Institute and the Department of Forestry in the Yukon and helped to research and write the “State of the Environment” report for the Yukon territories.

Lynda O’Malley, Industry Analyst, Cleantech & Advanced Manufacturing Lynda O’Malley is a Cleantech Industry Analyst with the MaRS MI team. She helps entrepreneurs and startups in the cleantech, advanced materials and manufacturing industries to get the business intelligence they need to grow their businesses. Lynda also researches and writes Market Insights reports for the sectors she covers, and runs the corresponding events. Previous to joining the team at MaRS, Lynda worked in the academic sector at Ryerson University and Centennial College. In that capacity she helped run Ryerson’s Centre for Urban Energy, organizing and supporting industry and academic collaboration. At Centennial College’s Energy Institute, she analyzed new products, technologies and potential projects with SMEs and startups, and worked on project administration and reporting to funders. She also worked as a Research Analyst at Clearsky Advisors, a market research firm that specializes in solar and other cleantech topics. Lynda has a Masters of Environmental Studies from York University where she specialized in renewable energy policy and the role that energy storage plays in integrating renewable resources into Ontario’s grid.

Emily MacIntosh, Market Research Analyst, Cleantech & Advanced Manufacturing Before joining MaRS, Emily was already combining business and science in other roles. Most recently, she worked as an associate at nD Insight, a boutique-consulting firm with a health care focus. Projects were fast-paced and varied, spanning clients in medical industry associations, device manufacturers, big pharma, and more. Prior to that, she worked as an analyst for Millennium Research Group, producing reports on medical devices for their Dental and Aesthetics group. Emily completed her BComm and BSc (Biology) at Queen’s University and enjoyed a semester abroad at the University of Edinburgh in Scotland.

Hadi Salah, Senior Industry Analyst, Life Sciences & Healthcare Hadi is a Senior Industry Analyst with MaRS MI. He also plays a supporting role as an Investment Manager with the MaRS Investment Accelerator Fund (IAF). Hadi’s main role at MaRS is to support clients with their market research needs as well as to publish Market Insight reports in the healthcare space. Prior to joining MaRS, Hadi worked as an Industry Analyst/Consultant at Frost & Sullivan, focusing on emerging technologies in the life sciences, healthcare, nanotechnology, and cleantech market verticals. He has also contributed to the success of Frost & Sullivan’s medical devices conference, by connecting biotechnology and medical devices companies with venture capitalists and large pharma business development officers. Hadi holds a Bachelor’s Degree (Biology and Biotechnology) from the University of Ottawa and a Master degree in Laboratory Medicine & Pathobiology from the University of Toronto. His background also contains technology commercialization, evaluation, and market due diligence at the University of Toronto and at the University Health Network, as well as investment banking experience with Dundee Securities’ Healthcare Team.

Hyun-Duck Chung, Information Specialist, Life Sciences & Healthcare Hyun-Duck is a Research & Information Specialist and splits her time between MI and the Solutions Lab at MaRS. Within MI she is heading up the Campus Linked Accelerators and Student Startups (CLASS) Partnership initiative and specializes in supporting the work of social innovation groups at MaRS. Before joining MaRS she was the Librarian for Management and Entrepreneurship, as well as the Patent Librarian at North Carolina State University. Hyun-Duck holds a Masters degree in Information Studies from the University of Toronto.

Xeufei Mao, Information Specialist, Life Sciences & Healthcare Xuefei Mao is a graduate of Huazhong University of Science and Technology, and earned her Master’s of Library and Information Science (MLIS) from the University of Western Ontario. Sherry provides in-depth market research services to MI, member institution clients and university affiliates. She is primarily engaged in the life sciences, information communication technology and clean tech. Sherry gained her industry-analysis and company-research skills from her previous positions at PricewaterhouseCoopers and KPMG.

Nirusan Rajakulendran, Market Research Analyst, Life Sciences & Healthcare Nirusan Rajakulendran is a Market Research Analyst for Life Sciences and Healthcare with MaRS MI. His predominant responsibility is to support early stage companies with their market research needs. Prior to joining MaRS, Nirusan worked for the Ontario Bioscience Innovation Organization where he played a key role in launching a program targeted at helping high potential companies prepare for Series A venture financing. Nirusan also worked at GlaxoSmithKline in the Medical Department for a few years. In this role he was responsible for managing and reviewing medical education funding proposals from universities, hospitals, medical organizations and patient groups. Nirusan has a Bachelor of Science in Molecular Biology and a Masters in Biotechnology from the University of Toronto. He is currently pursuing a certificate in Financial Analysis and Investment Management from the University of Toronto.

Claudio Munoz, Senior Market Research Analyst, Information Technology, Communication, and Entertainment (ICE) Claudio is an Information Specialist with expertise in market research and analysis, competitive intelligence, and communications. Experience in research design, primary and secondary research, business analysis and optimization, network analysis, and quantitative and qualitative research methods. Claudio’s background spans from publishing to transnational IT organizations, including startups. Today he is fully engrossed in helping startups succeed by providing pertinent market insights. Claudio holds a Master of Information from the University of Toronto’s Faculty of Information with specialization in Knowledge Management and Systems Design.

Joe Lee, Market Research Analyst, Information Technology, Communication, and Entertainment (ICE) Joe is a Market Research Analyst with MaRS MI services. He focuses on supporting clients in the ICE sector. Prior to joining MaRS, Joe served as a product manager at MediResource, where he was responsible for overseeing the development of the user management component of a new digital health platform and managed the MediInsight consumer research panel. At GlobeScan, his role as a research analyst included statistical analysis, client management, and reporting on corporate social responsibility and corporate reputation issues. At EmbanetCompass, he was a marketing analyst, where he created the company’s first Research and Intelligence department and served the knowledge and analytical needs of the company’s executives, marketing team, and business development team. Joe has numerous academic and professional accomplishments. He holds a Bachelor of Commerce with a minor in Cinema Studies from the University of Toronto and a Postgraduate Certificate in Research Analyst from Georgian College, where he was awarded the A.B. Blankenship Award in 2010 for his academic achievement in applied research. In 2012, Joe received his designation as a Certified Marketing Research Professional (CMRP). He also was awarded the Conrad Family Scholarship for his entrepreneurial spirit and record of academic achievement from the University of Waterloo, where he is expected to earn his Master of Business, Entrepreneurship, and Technology degree in October 2013.

Lucas Armstrong, Junior Market Research Analyst, Information Technology, Communication, and Entertainment (ICE) Lucas is an Industry Analyst with the information technology, communication, and entertainment (ICE) practice. He has experience in primary and secondary research, survey/questionnaire design, and quantitative and qualitative research methods. Lucas spends his days providing entrepreneurs and startup companies with valuable market research and insights to help build their business. He holds a Bachelor of Arts in Honours History from Wilfrid Laurier University as well as a graduate certificate in Research Analysis.

Christina Kim, Information Specialist, Information Technology, Communication, and Entertainment (ICE) Christina is an Information Specialist at the MaRS Discovery District, cross-appointed from Gerstein Science Information Centre, University of Toronto Libraries. She helps high-tech startups in the Information, Communications, and Entertainment Technology space better understand their industries, competitors and customers in order to gain a foothold in the market. In addition, Christina is the lead for digital project initiatives within the MaRS MI department, including the Startup Library, an online resource created to enable entrepreneurs to answer common market research questions. Prior to joining MaRS, she was a Reference and Instruction Librarian at George Brown College Library Learning Commons, and has a number of years experience running her own media arts company. Christina holds a BSc (Research Psychology and Sociology) and a Master of Information Studies (MISt) from the Faculty of Information in collaboration with the Knowledge Media Design Institute, from the University of Toronto.

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