How to write a Business Communications Company [BCC] Report?

 

Business Communications Company [BCC] Study Philosophy

 

“Multiclient” reports provide purchasers with a market research study at a fraction of its total cost by permitting each purchaser to “share” the cost of this type of specialized research with many other purchasers.  They also have the added advantage of being immediately available when time is a factor.

 

Now, not all reports are created equal.  Nor are they meant to be equal.  Different vendors provide different types of information at different prices.

 

What does a BCC report provide?

 

First, what a BCC report is not or should not be:

 

  1. It is not a rearranged compilation of existing literature.
  2. It is not an uninformed report of other people’s opinions.
  3. It is not an eclectic information dump. Many reports don’t do any more, nor do they aspire to do any more than this.

 

What a BCC report is and should be:

 

  1. A 70,000 – 80,000+ word document which requires about one to three intensive person-months of research and analysis conducted by a professional analyst experienced in the field. The length and time depends on the scope and goal of the report.
  2. A carefully thought-out, logically researched, well prepared document.
  3. A balanced technical/market/state-of-the-industry document.
  4. An analysis of the important technical and economic driving forces that are working in the industry, along with forecasts with an explanation of the reasons and critical assumptions that went into them.
  5. Other distinguishing elements of a BCC report are:
  6. An emphasis on primary research conducted in the form of interviews with leading industry sources, the results of which are factored into our conclusions in conjunction with data compiled from secondary sources.
  7. A focus on technological developments to actively close the intelligence gap between science and business.
  8. A commitment to quality control.

 

A BCC report provides important statistical and analytical information on markets, applications, industry structure, major players, market shares, industry dynamics, technology and technology shifts, and international developments with varying degrees of emphasis, as required by the subject.  Purchasers get a highly informative document that helps them access hard-to-find market intelligence, gain insight into complex issues, acquire a competitive edge, refine their strategic planning and identify business opportunities.

 

In short, a BCC report measures how much of what by type is made, manufactured or consumed in which applications, for what markets (all by type) with 5-year forecasts. And who is doing what, how and why.

 

 

BCC REPORT BASICS

Choosing a Report Topic

 

When deciding on a topic, originality and market potential are important.  It’s a good idea to see if there are competitive products.  There are several ways to conduct this search.

 

If a report is not in Books in Print or Findex or on a Database, do not assume that a report similar to the one you have in mind does not exist.  Check other reports, other study directories and other promotional material.

 

Preparing an Outline

 

After the topic is decided, prepare an outline.  A thorough review of the secondary literature is needed in order to prepare an outline.  The outline should include the basic structure meant for the report, including headings, subheads and dummy tables.

 

 

Writing the Report

 

Like any printed material, the report must be structured and written clearly and concisely.  Advocate for the reader at all times.  Some suggestions are:

 

  1. Organize the material into major headings, subheads and sub-subheads. However, BCC style does not include numbering the chapters or subheads.  Sentences should be short with few conditional clauses.  Paragraphs should be short because, in many cases, the reader does not have the time to read whole sections and wants only a very specific piece of information.  Make the information flow and easy to read.
  2. In introductory sections, let the text move from the general to the specific. One way to do this is to discuss conclusions and the basic ideas behind them when you first begin a section rather than end the section.
  3. Limit discussions of a complicated technical nature because the major purpose of these reports is to provide business opportunity analyses. Also, prime readers are usually business oriented rather than research oriented.  This is so even if the purchasers are employed in R&D and technology related activities.  The technology analysis should be designed to provide understanding of the important technical trends and a base for the business and market forecasts to the extent of the importance of that technology.
  4. Anecdotes should be placed in context as illustrations of what a company or community is doing, for example.

 

Some other (seemingly obvious, but not to all) points to watch:

 

  • Be consistent and organize your presentation—ALWAYS.

 

  • Follow the outline as much as possible.

 

  • Watch singular and plural.

 

  • Number all pages and tables.

 

  • Don’t ramble. Don’t fill space with unnecessary words.

 

  • When sending in contacts, provide names and addresses. Please check conferences and meetings. These are good sources for names of potential buyers.

 

  • Introductions and summaries (especially summaries) are written as the last step of the report, although they appear first.
  • The number of pages devoted to each chapter and section should be planned as well as possible, along with the outline.

 

  • A final report should be about 70,000 words, 150 to 200 single space BCC format pages. BCC can be contacted for assistance regarding table shells, mathematics of projections and report format and content.  Be complete.  For example, an alphabetical directory of companies is not good enough.  Add value by giving market share, shares, sales, what company makes or does in relation to the total project.

 

 

FORECAST GUIDELINES

 

Forecasts should be based on solid facts and market analysis as much as possible, not personal or industry feelings.  Industry opinions can also be used if dealt with systematically and analyzed.  One way to get numbers is to call many users and obtain a weighted, calculated total.  And/or you could talk to many providers and get an edited and weighted consensus.  And/or you could estimate by making assumptions on who could or would use the product or service.  (This is probably the best way.)  Or all of the above.  Also, simple mathematical forecast procedures, regression analyses, graphs, ratios and correlation techniques.  The years:  last year, this year, 5 years from now and in certain cases 10 years.  The units $ (current and/ or constant–please say which) and/or weight, volume, length, numbers-sometimes all are appropriate.

 

We sometimes see too many forecasts that aren’t based on any apparent logic or any well thought-out critical assumptions. One possible way is to tie a future year prediction to an actual number and then work back to the growth rate.  For example, if we’re doing a substitution phenomenon we could start with the existing market (at least we have a ceiling).  Then, depending on yield, comparative price, properties, etc., we could come up with a share of market number and then work back to a growth rate.

 

Another way is to develop a statistical relationship to another indicator and see how it varies over time.  For example, if I were predicting soft drink consumption we might relate that to food expenditures.  Food expenditures could then be readily forecast through a future period.  I’d then apply the relationship or forecast to the total food expenditures’ forecast to get our number.

 

What we don’t want is something like “everyone says x%, so I say x/2%” or that’s what everyone says (which well may sometimes work, e.g. if we ask 10 economists what they predict for GDP growth there you might be OK).  But even if you use a consensus scenario (which may be repeating what one person started), you should reinforce it with your reason why.

Please remember to forecast using average annual compounded growth rates. Many calculators have the function built in. Or you can use compound interest tables. Alternatively, using the MS Word table function you can use the following formula: =(((??/??)^(1/?))-1)X100. For guidance on using this formula please see Miscellaneous Notes on page 48. Lastly, you probably should develop graphs or growth series to include in your report.

 

 

TIME FACTORS OF REPORT PRODUCTION

 

BCC desires its analysts to turn in the finished manuscript report in about 3 months.  Any longer than 3 months and your data starts getting stale and the process inefficient.  The process of submitting the draft for revision and rewriting, proofing and final production takes about a month.  (New writers on their first report may take longer for both the rough draft and the rewriting process.)  The whole report, from start to finish, takes about 3 to 4 months of total elapsed time for the seasoned analyst.

 

BCC should first receive a detailed outline, then dummy tables, then a draft, then a finished report.

 

 

TABLES: THE HEART OF THE REPORT

 

BCC reports are, to a large extent, based on numbers and tables.  On the other hand, reports that are too quantitative tend to be boring.  Well thought-out text, explanations and evaluations are necessary.  Every chapter, introduction and summary should begin with a table.  Start by gathering existing tables.  To start, it may be wise to seek out pertinent articles that specifically contain data via a database search, and to gather data from statistical oriented material, Government, industry and trade periodical table data.  Do not reproduce competitors’ data except for possible reference and as a guide to build new tables.

 

BCC does provide a few generic table formats for you to follow.  Because each report is different, additional ones will be developed by each author.  BCC requires growth series, projections by type, market shares, data/product comparisons.  See samples in BCC reports and guidelines in this guide.

 

Use tables liberally throughout the report.  The table  format should be consistent.  Structure quantitatively, from the most to the least or vice versa, if the table is quantitatively oriented.  Describe sources and procedures used to produce tables (number of people contacted, sources used, date of survey, number of those responding, etc.). Report commentary follows order of data as presented in tables.  Almost all commentary in your report should be related to the information given in tables.  Tables should be concise and easy to read.  Complicated tables introduce too many problems.

 

Almost every estimate should have a number.  Almost every estimate should have a quantitative forecast in the table.  Report should answer:  How much of what?  By whom?  When?  How? What’s new (plus insight into why it’s new)?  Why?  Where?

 

 

Submitting the Report

 

Please submit a complete edited report and a finished product.  Make sure that it contains all appendices (if appropriate), tables and reproducible figures, as well as a Table of Contents, List of Tables and Figures.  Check all spelling too.

 

 

Number of Subheads

 

To make the report more readable and to make the report more useful in electronic media, make as many subheads as possible—at least two breaks per page.

 

 

Use of Secondary Data/Letters of Permission

 

Because of the stringent copyright rules, all authors must ask for written permission when using outside printed material, tables or figures.

 

When you submit a manuscript, please include copies of all the letters of permission. A report will not be considered complete until this material is included.

 

Better still, do not use this type of material; rather, create your own tables.

 

 

RESEARCH GUIDELINES

 

Much report research is done to satisfy table needs.  Much of the commentary comes from the results of the table-oriented research.  Use both secondary and primary sources.  Primary sources are based on telephone interviews, for the most part. Please remember to use 800 numbers. Many companies have these numbers. 800 information can provide the numbers if you don’t have an 800 book. Today people also use e-mail.

 

Analysts can share gathered data with the interviewees in order to help the interview process.  No compensation or discounts on the finished report are given by BCC.

 

The average amount of research time spent on a typical BCC report is about 60% of the total time spent in producing the report from start to finish.

 

 

Secondary Sources

 

The number of possible sources is large.  Typical ones:

 

  1. Basic Government sources are often used. They include Census Data, Current Industrial Reports, Survey of Manufacturers, U.S. Industrial Outlook (temporarily suspended), NTIS, and other commerce publications.  OTA, GAO, and Patent Department are good ones to start with.  Then there are other government departments depending on the topic (Agriculture, Energy etc.).  SBIR is another one that’s used sometimes.  Many of these are now available online, often through websites.

 

  1. General business sources: Information Access, Funk & Scott, S & P Industry Surveys, Moody’s, directories.

 

  1. General business journals and publications. Wall Street Journal, Business Week, Fortune, Barron’s, New York Times, Financial Times, The Encyclopedia of Business Information sources. Many of these sources now have websites.

 

  1. Trade associations.

 

  1. Trade journals, newsletters serving the industry.

 

  1. Investment house reports by industry or company.

 

  1. Trade literature.

 

  1. Electronic databases Dialog, M.A.I.D, Lexis-Nexis, MarkIntel, etc. and CD-ROM databases. Some libraries are better than others, of course. In Connecticut, for example, the patent office has a library with CD-ROM facilities in New Haven.  Bridgeport Public is a government depository and provides database search help.

 

  1. Libraries that are used by our analysts in the Connecticut area include Bridgeport Public, New York Public, Chemists Club (not so popular anymore), Engineering Library, other Connecticut libraries including Westport, University of Connecticut, Greenwich, Stamford. The Westchester library system is another source, as are special industry and corporate libraries.  Other states and localities have excellent public and school library systems.

 

  1. Online and Internet sources are growing daily. Browsers are becoming more efficient. And more and more data are now gathered this way. There are many government associations and company databases available. Make sure you know how to use the system efficiently.

 

 

INTRODUCTION

 

In order to provide a uniform quality to our introductory material and in order to provide the best (or optimum) promotional appeal to possible purchasers, we require that all introductions have the following subheadings (in this order).

 

  1. Study goal and objectives.

2   Reasons for doing the study.

  1. Contribution of the study and for whom.
  2. Scope and format.
  3. Methodology.
  4. Information sources.
  5. Related BCC work credentials including work done by other authors.

 

 

SUMMARY

 

Summary should provide major markets summaries and forecasts and other important conclusions, one good summary table and one good chart (a pie chart is a good idea).  Omit introductory materials (as listed above).  About two to three pages are enough for a summary. A good summary table should have about four to six lines.

 

Please remember to not include summary material in Introduction and do not include introductory type information in Summary.

 

 

A typical summary table will look like this:

 

 

SUMMARY FOR XYZ

(Units)

  AAGR%
 ITEM/YEAR19- to 19-
A19–
B19–
C19–
D19–

 

The summary should highlight the item listed in the summary table. Start with the total market numbers and forecasts and then walk the reader through the items in the summary table one by one and explain how and why forecasts were made.  Also, don’t introduce new concepts here.  If it’s not in the report, it’s not in the summary.

 

 

INDUSTRY OVERVIEW

 

This section would contain the following information.  Subheads would be:

 

  • Importance of the industry, where it fits into the economy and why. Important indications for the industry being studied.
  • History of the industry.
  • Description of the industry: major products and major applications.
  • Effect on the future and a lead-in to the report.

 

 

MARKETS BY PRODUCT TYPE

 

A BCC report should usually consist of major headings by product type, material type or technology type in some cases.

 

If we assume that there are five basic types of products, we’d have five major product sections.

 

Our major table in each chapter would in turn break down each of the five (if it’s five) major categories into as many sensible subcategories (assume six), so the major table in each of these chapters would look like this:

 


MARKETS FOR PRODUCT A

($ million) and/or (million lb) and %

 

  

19–

 

19–

 

19–

 

19–

AAGR % 19– to 19–
Product A-1
A-2
A-3
A-4
A-5
  A-6     
Total

 

 

In each case we’d explain why and how we make the forecasts.  Again (as in the summary), walk the reader through each item line by line in the same order as the table.  Note: This procedure should be followed with all tables in all sections.  Keep the order in the text the same as the tables.

 

We base our predictions on market forces, technology, international and regulatory factors.  Analyze growth markets but also indicate those in decline so BCC customers will know the areas to avoid.

 

In some cases we do a three scenario forecast if it’s appropriate.

 

 

MARKETS BY APPLICATION

 

It’s usually important to also divide the market into applications.  For example, product A-1 may all go into applications which may be different than product A-5 which may all go to other applications.

So here our major tables would look something like:

 

MARKETS BY END USE OR APPLICATION I

($ million) and/or (million lb) and %

 

  

19–

 

19–

 

19–

 

19–

AAGR%

19- to 19-

Product
          A-1
          A-3
          A-5
Total—-

Note: A-2, A-4, A-6 were omitted in this example because they aren’t used in Application I.

 

We’d then develop report tables for the other major applications. The totals of course would have to reconcile with markets by product.

 

In each case we should have a critical assumption table––why we made our forecasts.

 

Critical Assumptions Made

 

They may have to do with market penetration % and why, regression or relationship analysis, extension of historical trends made and why, and industry consensus (least desirable).  Most important is why you made that assumption.

 

 

TECHNOLOGY

 

Major headings here would be:

 

  • Methods of manufacture, economics
  • Important new developments, significant changes
  • Process economics
  • Industry leaders in R & D
  • Company expertise, know-how
  • Significance of patents.

 

We should have tables that look something like:

 

  1. TECHNOLOGY DEVELOPMENT TABLE

 

Significant Developments 

Year

 

Major Co.

Commercial Significance
1.
2.
3.
etc.

 

 

  1. Patent analysis would have the following types of tables:

 

  1. Patents (number) by company
  2. Patents by year
  3. Patents by major countries
  4. Patents by type of technology.

 

 

  1. PRODUCT DEVELOPMENT/IMPORTANT APPROACH

 

ApplicationProblemsApproach
1.
2.
3.
etc.

 

 

  1. PROCESS/APPLICATION TABLE

 

ApplicationProcessMaterial
1.
2.
3.
etc.

 

 

  1. PERFORMANCE COMPARISON

 

Cost/Performance

 

PropertyMaterial AMaterial B etc.—->
1.
2.
3.
etc.

 

 

 

  1. PROCESS ECONOMICS COMPARISONS

 

 Product AProduct BProduct Cetc.–>
Raw materials cost
Processing cost
          ——
          ——
          ——
Finishing costs
O/H
Other
Total

 

 

  1. Manufacturing flow chart. Use standard flow chart format (e.g. see Industry Structure).

 

 

INTERNATIONAL ASPECTS

 

The following types of information should be included:

 

  • Import/export data should be analyzed by country product type and forecasts for the same years as other forecast tables.
  • Effects of foreign investment and technology in the U.S. by country/region.
  • Effects of U.S. investment and technology overseas by country/region.
  • Major overseas companies and what they do.

 

This chapter should have an Apparent Consumption Table.

 

 

APPARENT CONSUMPTION FOR PRODUCTS

($ Million and/or Million Units)

 

  

19–

 

19–

 

19–

 

19–

AAGR%

19- to 19-

U.S. Production
+Imports
-Exports
Total

We’d then have a table by Major Section and with forecasts, of course, as above.

 

 

CONSUMPTION OR PRODUCTION

($ Million and/or Million Units)

 

  

19–

 

19–

 

19–

 

19–

AAGR%

19- to 19-

North America
Europe
Asia
ROW
Total

 

 

Industry Structure and Competitive Aspects

 

  1. The driving forces of the industry (Is the industry market driven? Technology driven? How? Why?). Commodity vs. high value added.
  2. Important strategies for staying competitive: Cost cutting trends, intermaterials, competitive market positioning or repositioning, utilizing new technology, changing product mix, etc.
  3. Important shifts in the industry, weakness, cyclical seasonal phenomena, if important.
  4. Trade practices.
  5. The stage of evolution in the life cycle, average age of industry firms.
  6. Impact on/of other industries.
  7. Concentration factors, market shares by company and changes, who’s doing what, why, industry leaders. Specialization ratio.
  8. Analysis of the successful companies. Criteria of success.
  9. Market segmentation and market forces.
  10. Channels of distribution, importance at each step.
  11. Pricing industry/economics, trade practices.

 

  1. Purchasing influences.
  2. International aspects to be expanded in the International Chapter.

 

Quantify and graph as much as possible.

 

This section should contain about 20 to 30 pages.

 

 

PROFILES

 

Company profiles should highlight activities in the area of concern. General corporate information is not of great interest here.

 

Name, address, telephone number, fax number; contact name possibly should also be provided. An optimum size is about ½ page.

 

 

Government Environmental/Energy Regulation Scene

 

This section is obviously more important for some topics.

 

  • Describe environmental regulation changes and the agencies involved.
  • List what the industry being analyzed must deal with to comply with regulations.
  • Quantify the economic effects of regulations.

 

 

Company Profiles

 

In this section we’d discuss major players and describe to what extent they’re involved in the subject we’re discussing.  Describe activities (sales, people, R&D, international, marketing, leadership) in this field–not the entire business . If we’re talking about a big multinational, don’t give numbers and data on their total activities because they’re easy to get from the annual reports. A good minimum working number is about 10 lines per company.

 

 

 

GRAPHICS

 

Only include computer generated graphics. No paste-ups. When you include a graphic representation of data (e.g., pie charts, bar charts, line graphs, etc.), also include a table or legend below the source. This should detail the actual numbers used to create the figure.  This is unnecessary, however, if you used the data from a table immediately preceding the figure, and which has the same title as the figure. The inclusion of this information helps us in three ways:

 

  1. Since it is not yet possible to disseminate graphics via all the online networks (DIALOG, Lexis-Nexis, MarkIntel) handling BCC information, we are currently forced to delete information pertaining to figures in the electronic versions of our studies. However, if we have the data that were used to make the figures, we can include this as a table.  Not only will we generate more revenues, but less editing will be necessary in the electronic production process.  Also, the electronic versions of our studies will more accurately reflect the content of our bound copies.
  2. It is often necessary in the production of studies to edit or even recreate graphics for one reason or another. Rather than having to contact the analyst, request the information, and have him/her search through the unfinished copy, we will always know exactly where the source data are.
  3. Inclusion of such data in a dual format gives readers a clear choice in regard to the manner in which to consider the information. Some people do not like charts and may prefer to look at the table.  Others may look at the chart, notice a “spike” or “blip” and be able to trace it easily to the actual number, rather than having to use a ruler to get a rough estimate from the axes.

 

Remember that the graphic representation and the accompanying data table are complementary to one another.  Including both makes our studies even more “value-added.”

 

Following are a few examples of the standard graphics we use in our studies and the corresponding table which should be included.  Also, see creating graphs using the BCC template with Microsoft Word on Page 39.

 

 

 

LEGEND

(%)

 

Variable 145
Variable 225
Variable 320
Variable 410

 

 

In almost all cases, you should be able to produce some sort of data chart for any given graphic.  If you cannot, you should probably reassess the worth of the figure as it relates to the report.

 

Presently, BCC market research reports are available on five online networks—DIALOG (includes DIALOG, M.A.I.D., Profound, DataStar), MarkIntel, Financial Times, Lexis Nexis and IMR (you may access IMR through the BCC website). Our newsletters are available through Information Access (Predicasts).

 

The implications of these new outlets of distribution are important to consider.  Previously, the data in a given report may have been privy to perhaps 20 or 30 (hopefully more) companies who actually purchased the study.  Newsletters also found higher, but still relatively small, hard copy distribution.  Now, however, two or three thousand people, if not more, may purchase at least a piece of a given research study or newsletter in the course of its viable lifetime.

 

Hence, all the information in our reports and newsletters is under tremendous scrutiny — perhaps even in some cases by the companies who have generated the data you may have used.  And because of all this, it is an absolute necessity to secure written consent for any outside information used in a BCC study.  Unfortunately, it is just not enough to include “Source: XYZ Corp.”

 

Most professional writers fully understand the implications of the copyright laws.  Nevertheless, the importance of possible copyright infringement cannot be over emphasized especially in these times of electronic transimission where thousands of people can access information easily.

 

Basically don’t copy. Don’t copy even if there is no copyright notice. Giving credit to the work does not protect you from copyright infringement. It might protect you from plagerism. Altering the work does not necessarily protect you either.  So if you feel you must use something that appeared elsewhere, you must submit a release for both electronic and print versions. Otherwise we can’t use it.

 

Only outside data accompanied with a consent form (see attached) will be allowed in BCC studies.  Of course, consent forms do not have to be filled out when citing federal data.  The proofers have strict instructions to make sure that each non-BCC chart, picture or table has a signed consent form.  While this policy at first may seem austere, it is necessary liability insurance in a market where our data are being looked at and paid for by an increasing number of diverse entities.

 

Of course, the best is to avoid using any copyrighted materials. Create your own charts, figures and graphs.  This approach results in a better product in almost all cases.

 

Following is a consent form (please reproduce as necessary) and a sample template for a letter.

 


Consent Form for Reproduction of Material for

Publication                      

 

 

Business Communications Company, Inc. (BCC) of Norwalk, CT is hereby granted permission to reproduce the attached information in a publication, which will be distributed in hard copy and in electronic format by BCC or by electronic information providers.  The data reproduced in the BCC publication will be clearly referenced to your organization/company.  While the completed publication is copyrighted material of BCC, your organization/company retains all applicable rights to its data.

 

 

Name                                                                                                

 

Title                                                                                         

 

Company                                                                                  

 

Specific Description of Information

 

                                                                                                          

                                                                                                          

                                                                                                          

 

Signature                                                       

 

Date      /     /____

 

Please return to:

 

Business Communications Company, Inc.

25 Van Zant Street

Norwalk, CT  06855  USA

 

Phone:    (203) 853-4266

Fax:        (203) 853-0348

 

 

 

 

 

16 November 2016

 

 

Pat Johnson, Marketing Director

XYZ Corporation

195 Main Street

Metuchen, NJ  08840

 

Dear Mr./Ms. Johnson,

 

My company, Business Communications Company, is a market research/publishing firm specializing in high-tech industry analysis. In our upcoming study entitled “____________,” we are highlighting new developments in the area(s) of __________.  To this end, we were hoping to mention the attached information from your company.  We will be sure to give your company specific credit as the source of the information.  We also believe that the mention of your company in our publication may generate additional sales and/or interest for your product/service.  If you could just take a moment to fill in and sign the enclosed permission form, I would very much appreciate it.  You may fax or mail the form back to me at your earliest convenience.

 

Again, thank you very much, Mr./Ms. Johnson, for your help and prompt attention to this request.

 

 

Sincerely,

 

 

 

BCC Researcher

Project Analyst

 

KEY PERSONNEL/PROSPECTIVE BUYERS AND TRADE PUBLICATION LOG SHEETS

 

From our analysis of report sales, we have found that a large number, and perhaps a majority, of sales originate from your contacts and directly from press coverage. To facilitate this media attention, we need the most accurate and comprehensive company and press list possible. Hence, we need your input to make the solicitation and press release mailings for your individual report as successful as possible.

 

When you submit a final draft of your report to BCC, please fill out and return the following forms to aid us in your mailings. We are planning to initiate follow-up telephone calls to the contact and top publications that you designate, so be as complete as possible. Also, be sure to remember international and/or foreign addresses and periodicals.

 

Remember….you are the one most aware of the important industry and trade publications in the field related to your study. So we need your input, because without proper press coverage, the sales of your report might not reach your expectations. (Log sheet  page 28.)

 

One of the most important ingredients to selling our reports successfully is to have current prospect names.

 

One good way is to get them from press releases and news items from trade magazines. So as you go through the literature, copy the names and identify the category (report number, for example) and send them to us. (Log sheet, page 28.)  We’ll get them into the system.

c2.

 

 

ELECTRONIC MEDIA PREPARATION

 

To make the report more readable and to make the report useful in electronic media make as many subheads as possible–at least two breaks per page.

 

It’s important that we adhere to this slight format change in all future reports of any type. We want to create optimum size records for database searching.

 

 

Analyst Information

 

Name

Address

City/State                                                   Zip

Phone                                                         Fax

E-mail

 

 

KEY PERSONNEL/PROSPECTIVE BUYERS LOG SHEET

 

To be used by BCC analysts:

 

  • Log key contact information.
  • Send completed log sheets (or copies) to Robert Butler at BCC.
  • Names/addresses will be used for promotional mailings.
  • Please feel free to include more contact names than the space provided.

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

Company

Name

Title

Company Address

Phone                                                    Fax

E-mail                                                   Website

 

 

PUBLICATIONS WHICH SHOULD RECEIVE NEWS RELEASES ON
REPORT                                    

 

Publication:_____________________________________________________

Editor:__________________________________________________________

Address:_________________________________________________________

City/State:____________________________________Zip:_______________

Phone:_____________________________ Fax:     _________________________

E-mail:_____________________________Website:_____________________

 

Publication:_____________________________________________________

Editor:__________________________________________________________

Address:_________________________________________________________

City/State:____________________________________Zip:______________

Phone:_____________________________ Fax:     _________________________

E-mail:_____________________________Website:_____________________

 

Publication:_____________________________________________________

Editor:__________________________________________________________

Address:_________________________________________________________

City/State:____________________________________Zip:______________

Phone:_____________________________ Fax:     _________________________

E-mail:_____________________________Website:_____________________

 

Publication:_____________________________________________________

Editor:__________________________________________________________

Address:_________________________________________________________

City/State:____________________________________Zip:______________

Phone:_____________________________ Fax:     _________________________

E-mail:_____________________________Website:_____________________

 

Publication:_____________________________________________________

Editor:__________________________________________________________

Address:_________________________________________________________

City/State:____________________________________Zip:______________

Phone:_____________________________ Fax:     _________________________

E-mail:_____________________________Website:_____________________

 

Publication:_____________________________________________________

Editor:__________________________________________________________

Address:_________________________________________________________

City/State:____________________________________Zip:______________

Phone:_____________________________ Fax:     _________________________

E-mail:_____________________________Website:_____________________


BCC Style

 

 

 

BCC REPORT STYLE GUIDELINES

 

BBC TEMPLATE

 

Now that we have moved into an electronic publishing environment, it is essential and easily attainable to create a standardized BCC report. To that end we have designed a template for use with Microsoft Word 6.0, 7.0 and Word97. Its purpose is to provide everyone who works on a BCC report with an easy-to-use tool for the trouble-free creation of a report that bears the distinctive BCC style. The template will automatically select the correct font, page setup and margins, the correct heading and title style, and the correct table, figure and source style. It will enable you also to create with ease a Table of Contents, List of Tables and List of  Figures.

 

For those people who are experienced in working on BCC reports, you should know that we have made changes to headings 5 and 6. These are no longer run-in heads, and should be followed by one line space before beginning the first sentence. Heading 6 now has a dash preceding whatever is typed. And what is typed as headings 5 and 6 will be automatically italicized.

 

Every BCC report has to be completed using a BCC template. Writers who work in MS Word 6.0, 7.0 or Word97 should install it immediately (a very easy process), as should all editors and word processors who correct BCC reports. Those writers who work in Windows but who do not have MS Word should contact BCC to discuss their software. Unfortunately, Microsoft Works causes great problems for our system and so should not be used to write reports.

 

Following are guidelines that describe how to install and use the template, along with other helpful notes designed to make the creation of a BCC document as easy as possible, and its actual production into a published format (both print and electronic) trouble-free and cost-effective.

 

There are several ways to activate and use the BCC template.

 

installing the template

 

  1. To install the BCC template in MS Word 6.0 in Windows 3.1:

 

In the Windows FILE MANAGER, find your WINWORD directory.

 

WINWORD could be located under the C:

or under C:\WINDOWS

or C:\MSOFFICE

or elsewhere

 

Copy the file BCC.DOT1.dot from the floppy disk to …\WINWORD\TEMPLATE directory.

 

To check out the BCC template, open MS WORD 6.0, go to the FILE menu, select NEW.

 

Select bcc from the dialog box. Be sure that the DOCUMENT bullet is highlighted at the bottom right of the box and click OK.

 

Two new button bars should appear and you are IN!

 

  1. To install the BCC template in MS Word 6.0, 7.0 in Windows 95

 

In Windows Explorer, find your WINWORD File directory

 

Open WINWORD , open Template folder

Copy BBC.DOT1.dot from floppy disk to Template folder

If you already have BCC.dot in the Template folder, replace the existing one with the new one dated June 1998.

 

Note: BCC.dot must be alongside Normal.dot when you open New in the Files menu. Select BCC.dot from the dialog box when you start a BCC report.

 

  1. To install the BCC template in MS Word97 in Windows 95 or 98

 

In Windows Explorer, find your PROGRAM Files directory

 

Open PROGRAM, open Template folder

Copy BBC.DOT1.dot from floppy disk to Template folder

If you already have BCC.dot in the Template folder, replace the existing one with the new one dated June 1998.

 

Note: BCC.dot must be alongside Normal.dot when you open New in the Files menu. Select BCC.dot from the dialog box when you start a BCC report.

 

 

Creating New Files Using MS Word 6.0 and above With The Bcc Template

 

  1. From the FILE menu, select NEW…
  2. Select the BCC template from the dialog box
  3. Exit the dialog box by clicking the OK button on the right side of the box

Two additional toolbars should appear at the top of your screen. If the toolbars for this template are not readily visible once you are in the new document, go on to the following steps

  1. From the VIEW menu, select TOOLBARS…
  2. A listing of toolbars should appear; select BCC MACROS I and BCC MACROS II by clicking once on the box on the left-hand side.
  3. Exit the box by clicking the OK button on the right side of the box

 

 

CONVERTING FILES CREATED WITHOUT THE BCC TEMPLATE

 

To use the BCC template with files already created in MS Word or WP5.1:

 

  1. Repeat steps 1-3 above
  2. From the INSERT menu, select FILE…
  3. Locate the file you wish to convert, select it and hit the OK button at the upper right of the dialog box.

 

Again, if the BCC toolbars do not appear, continue with steps 4-6 under CREATING NEW FILES… above.

 

**Note to WP6.0 users:

You cannot convert documents directly from WP6.0 to MS Word 6.0.  Whether working in WP6.0 for Windows or DOS, open your document in WP6.0 and save it as MS Word 2.x or as WP5.1.  As with any conversion, this will result in some formatting changes.  Be sure to double check all tables, figures, bulleted and numbered lists.

 

 

USE OF THE BCC TEMPLATE

 

The BCC template automatically formats the highlighted text according to the styles laid out in the BCC style guide.  This template formats TEXT ONLY. Spacing is generally handled manually with hard returns.

 

You must code all the headings, tables and figures using the BCC style buttons in the toolbars at the top of the screen.

 

To apply a heading style, highlight the heading text and select the BCC button that applies to the level of the heading.  The buttons and styles are described in the following table.

 


BCC Heading Style Guidelines

 

Button labelBCC levelLettersStyle
Head1Major Heading(M)All caps, bold, centered
S1Sub head 1(S)All caps, bold, left justified
S2Sub head 2(SS)All caps, left justified
S3Sub head 3(SSS)Upper/lower case, underlined text
S4Sub head 4(SSSS)Upper/lower case, plain text
S5Sub head 5(SSSSS)Bulleted text, italicized
S6Sub head 6(SSSSSS)Hyphened text, italicized

 

Source: BCC, Inc.

 

 

EXAMPLES OF HEADS

 

Notes to the examples set out below:

 

  1. You should not type the letter in parentheses; this is for your guidance only.
  2. Use three line spaces between a Major Heading (M) and the first sentence or subhead (S1).
  3. Use one line space between heading and first sentence for (S1) through (S6).
  4. Use two line spaces between the end of the last paragraph of a section and the next heading.
  5. Use two line spaces between a major head and a subhead.
  6. Use one line space between subheads not separated by text.

 

 


OVERVIEW  (M)

 

 

 

IMPORTANCE OF STERILIZATION (S)

 

Sterilization provides the means of eliminating unwanted microbes, and it is a vital aspect of numerous manufactures.  Without sterilization, many types of products would spoil and be unsalable.  In the absence of sterilization’s safeguard, medical …….

 

 

CONCEPTUAL DEFINITION OF STERILITY  (SS)

 

Sterilization concerns the elimination of microbes: not merely a reduction in their number but a complete absence or destruction.  Conceptually, sterility is the condition of zero microbes.

 

 

Possibility of Inadvertent Transfer of Infection  (SSS)

 

Many of the human trials of HIV/AIDS vaccines involve using a combination of live, recombinant vectors (vaccine) as the primary immunization particle along with other…..

 

 

Novel Peptide Vaccine  (SSSS)

 

NIAID has begun the first human Phase I trials of a novel peptide vaccine manufactured by United Biomedical, Inc. (UBI – Hauppauge, NY).  This experimental vaccine…

 

 

  • Building Insulation. (SSSSS)

 

Ninety to ninety-five percent of the CFC-11 charged into the manufacturing line is retained with the foam insulation.  There are only three …..

 

 

  • New Polyol Technology. (SSSSSS)

 

Raw material suppliers are formulating new chemical systems that could produce an expanded range of grades of PUR foam with reduced……


Tables and Figures

 

Tables

 

Tables can be manipulated in many different ways through the Table (Alt-A) menu in the Word main menu bar.  Standard BCC tables are left-aligned for text and decimal aligned for numbers.

 

 

Table Style

 

EACH and EVERY table MUST have a title placed OUTSIDE the body of the table, formatted with the style Table Title, and end with a source line placed OUTSIDE the body of the table formatted with the style Table Source .

 

The table body should be boxed.

 

If a table does not fit within margin settings, use a smaller font size.  Apply the smaller font size only to the table body.

 

Landscape Tables

 

Landscape tables are strongly discouraged.  If it is at all possible, these tables should be logically broken up into as many portrait-view tables as necessary to accommodate the information.

 

 

Formatting Table and Figure Titles, Numbers, and Sources

 

Every figure and table number, title and source should be coded with the appropriate style from the BCC Toolbars.

 

If you must insert a line break into a title, press SHIFT+ENTER for a soft return.  If you just press enter to insert a hard return, the title will be read as two titles when the List of Tables is generated.

 


Title and Figure Buttons

 

ButtonTextStyle

 

F-#FIGURE #All caps, bold, centered
F-TitleFigure HeadingAll caps, bold, centered
FigureThe actual gragh or drawingCentered
F-SourceSource: BCCLeft justified, after graph or drawing, and footnotes
Legend1The Title of the table that follows every graphAll caps, bold, centered
Table-#TABLE #All caps, bold, centered
T-TitleTable HeadingAll caps, bold, centered
T#Style for the body of the table, # = the number of columnsManually format table to suit data, as laid out in CREATING AND CONVERTING TABLES
T-SourceSource: BCCLeft justified
T-CenterBody of tableCenters the table itself

 

1 If a graph is not derived from a table which immediately precedes it, a legend must be created listing the data in a table format.

 

Source: BCC, Inc.

 

 

Creating and Converting Tables

 

From this point on, all tables must be celled.  MS Word 6.0 will easily convert text and tabbed tables to a cell format if they are properly prepared.

 

 

creating a new table

 

  • Decide how many rows and columns you will need. (Rows and columns can be easily added or subtracted later.)
  • Go to the TABLE menu, select INSERT TABLE…
  • Select the number of rows and columns in the appropriate boxes.
  • Hit OK to insert your rows and columns.
  • Format the table as you normally would, see steps 3 and 4 under Example of Common Conversion and TO ALIGN COLUMNS for more information.

 

 

converting text to a celled table

 

  • Highlight the “table” text.
  • Determine whether the table is defined by tabs (actual tabs, not spaces), paragraphs, commas, etc…
  • Go to the TABLE menu, select CONVERT TEXT TO TABLE…
  • Check that Word has selected the proper number of columns and rows. If it has not, you must change the settings at the bottom left of the dialog box.

 

 

Example Of Common Conversion

 

If MS Word is not reading the text correctly, it is possible that the table text is not formatted correctly.  In order to have MS Word create a proper table, go back and clean up the text. An example of the process is laid out below.

 

(At this point you should SHOW ALL NONPRINTING CHARACTERS. Hit the little paragraph mark on the Standard toolbar until you see paragraph marks and dots for spaces in your document.)

 

  1. Replace any groups of spaces with single tabs.

 

Category    199_      200_

Sales           14%        17%

PR                  2%         8%

R&D            35%        42%

 

Only place one tab between each column group in each row.  The table will not appear aligned, but MS Word 6.0 counts the tabs to create the columns. Each column group must have an equal number of tabs for Word to place the text in the proper column.  MS Word 6.0 will end every row at a hard return (represented by a paragraph mark in non-printing characters)

 

Category         199_  200_

Sales                 14%    17%

PR 2%                8%

R&D                  35%    42%

 

  1. At this point, the text is ready to be converted to a table. Highlight the text you’d like converted, go to the table menu and select CONVERT TEXT TO TABLE. Check the settings in the dialog box.  If everything looks right, hit OK.  If you don’t see exactly what you expected, don’t panic.  There are a few more steps to go through to get a BCC Table.
Category199_200_
Sales14%17%
PR2%8%
R&D35%42%

 

 

  1. Once you have a celled table, you can begin formatting it as a BCC table. (If you don’t see the cells, go to the table menu and select GRIDLINES at the very bottom of the menu.) You should also place the borders for the table. A single ¾ pt. line is appropriate. To place borders in and around the table, select the table as above, hit the Borders button on the MS Word 6.0 formatting toolbar or under the VIEW menu, select TOOLBARS… and check the box for the BORDERS toolbar. Apply the appropriate borders from the toolbar, the button with the dark box will place a border around the outside of the table, and button with the dark cross, and dotted outline will place internal borders.  For further instructions, see the online help.

 

  1. First, place your cursor in the table, go to the TABLE menu and choose SELECT TABLE. Count the number of columns in the table, and then hit the corresponding T# button on the BCC toolbar. (In this case you’d hit the T3 button.)  Then, while your table is still highlighted, hit the TCenter button on the BCC toolbar.

 

 

Category199_200_
Sales14%17%
PR2%8%
R&D35%42%

 

Notice that the columns are now centered, and the BOLD disappeared.  You will have to align the columns and format the text in the same old way.  (You can hide the NONPRINTING CHARACTERS if you have not already done so. Toggle the Paragraph Mark button on the Standard toolbar.)

 

 

TO ALIGN COLUMNS

 

(Reminder: Standard BCC tables are left-aligned for text and decimal aligned for numbers.)

 

  1. Alignment
  • Select the columns or data you will format
  • Hit the appropriate button on MS Word 6.0 formatting toolbar
  • Left align the row headings (left-hand column)
  • Format the other columns to suit established BCC style (see 3 below).
  1. To Decimal align
  • First, left justify the data to be decimal aligned
  • Go to the VIEW menu, select RULER (if it is not already visible)
  • Highlight the data to be decimal aligned
  • Click once on the ruler to place a tab where the decimals are to align
  • With the data still highlighted, go to the FORMAT menu, select TABS
  • You should see only one tab stop listed on the left-hand side. In the next box, select DECIMAL. Hit the SET button, then the OK button.
  • WITH THE DATA STILL HIGHLIGHTED, move the tab stop with your mouse until the data APPEARS right aligned to the heading.
  • Hide the ruler by going to the VIEW menu, select RULER.

 

  1. Column heads should be aligned to fit the data below.
  • Left align over text that is left aligned.
  • Right align over right-aligned numbers and decimal-aligned numbers.
  • Center over fully justified text.

 

EXAMPLE 1. Notice layout of table number, title and body. Also notice that if Business Communications Company, Inc. is the source, it should be stated as BCC, Inc.

 

TABLE 6

 

COMPANIES AND DRUGS CURRENTLY MARKETED FOR HIV/AIDS AND AIDS-RELATED DISEASES

 

CompanyDrugs
ABBOTTBIAXIN
ADRIA LABORATORIESMYCOBUTIN
AMGENNEUPOGEN, EPOGEN
FUJISAWANeBuPENT, PENTAM 300
HOFFMAN-LAROCHEBACTRIM, HIVID, ROFERON-A
IMMUNEXLEUKINE
JANSSEN PHARMACEUTICASPORANOX CAPSULES, NIZORAL
ORTHO BIOTECHPROCRIT
PFIZERDIFLUCAN, ZITHROMAX
SCHERING PLOUGHINTRON A
SYNTEXCYTOVENE

 

Source: BCC, Inc.

EXAMPLE 2. Notice the presentation of the AAGR column. Heading carries percentage sign and the years calculated. At the bottom of the table, the source line is in upper and lower case.

 

 

SUMMARY TABLE

 

MARKET SIZE HIV/AIDS DRUGS AND DRUGS FOR
AIDS-ASSOCIATED DISEASES

($ Millions)

 

 

199_

 

199_

 

200_

AAGR% 199_-200_
    
Anti-Infectives395.9611.9693.78
Antivirals (for both HIV/AIDS and AIDS-associated diseases 

311.0

 

410.2

 

545.5

 

8

Immuno-

modulators

—-50.058.38
Cytokines55.066.671.84
Other45.662.971.57
Total807.51201.61441.010

 

AAGR is usually a five year period.

 

Source: BCC, Inc.

 

 

Carrying a table from one page to another

 

If a table carries from one page to another (not desirable, but sometimes necessary) type “(Continued)” at the bottom right. On the second page the table should be presented as follows:

TABLE 56

(Continued)

 

Do not code with the BCC style Table #, and do not reprint the table title, but do place the column heads on the continued page.

 

 

STYLE FOR FIGURES

 

BCC requires a minimum of 10 figures in its reports, and in particular looks favorably upon graphs. Figures are strong elements to BCC documents, but must not be relied upon to exclusively provide information.  Textual descriptions of figures should accompany each and every figure in a document for the sake of online representation in ASCII (text only) format. An exception to this is a graph derived from a table immediately preceding it and carrying the same title. In this case there is no need to accompany it with text in the form of a legend. But if a graph does not immediately follow its related table (or, indeed, is divorced from any other data in the report) a legend carrying the data should be placed below the graph (see example below).

 

EVERY figure MUST begin with a title placed outside the body of the figure, formatted with the style Figure Title. It should end with a source line placed at the bottom of the figure outside its body, formatted with the style Figure Source.

 

Some BCC figures are scanned into the document.  Take care to cut out as much of the figure as is feasible.  A scanned line drawing can be manipulated in many ways from various graphics packages.  An image area is the WHOLE area of an image; even the blank portions of an image take up disk space.

 

An image may be small in viewable size, but if the scan includes a lot of blank space, the image will be quite large in terms of storage space.  This can affect not only storage of the document, but may also make it too large to fit into printer memory, thus rendering the graphic unprintable.

 

 

Creating A Graph From A Table

 

MS Word 6.0 will automatically create a basic graph from a properly formatted table.  Highlight the table, hit the CHART button on the MS Word Standard toolbar.  This brings you into the MS Graph program. MS Graph may drop you into the “chart wizard,” asking you a series of questions about your graph.  This chart wizard will format the graph for you.  If you do not agree with the formatting, or do not have a chart wizard, you can format the graph yourself using the pull down menus at the top of the screen.  Seek help for MS Graph through the online help (F1).

 


Figure 1

 

Consumption of High-Solids Coating by coating
1994, 1996 and 1999

 

Source: BCC, Inc.

 

Legend

 

Type of Coating199_199_200_
    
Architectural110125147
Product finishes1,0581,1571,305
Special purpose385427491
Total1,5531,7091,943

 

 

 

Choosing a Color For Your Graph

 

BCC requires that you choose colors to differentiate the segments or bars in your graphs. This ensures that the electronic versions downloaded by clients are as attractive as possible. However, colors may present problems for the back and white copies of the printed reports. For this reason BCC wishes you to use the colors pictured below. These provide attractive colors when viewed on a computer, whilst providing sufficient contrast in black and white.

 

 

THE USE OF SECTIONS IN MS WORD 6.0 and higher

 

Section breaks are used to separate the different chapters in a report and to determine where a particular section header and footer begin and end.  They are used also to insert landscape pages into a portrait-formatted document, or vice-versa in landscape-formatted documents.

 

Section breaks are placed by going to the Insert menu, selecting break, and then choosing Next Page from the dialog box.  This gives you a new section, with a default of continuing the last header and footer.  In order to create a new Header and/or footer for the new section, one must go to the View menu and select Header and Footer.

 

A new toolbar will appear, containing the elements with which sections are broken up or joined together.  On this toolbar you will find the Same as Previous button.  This button connects or disconnects the currently highlighted section to the last section in the report.  Headers and footers are treated separately, so if changes such as disconnecting a Header are made, the Footer must be changed separately if necessary.

For more information on this function, please refer to the online help function in Word, or refer to the user manual.

THE USE OF SECTIONS IN BCC DOCUMENTS

 

A BCC report is divided into sections. Typically they are as follows:

  • Section 1 – Table of Contents
  • Section 2 – List of Tables
  • Section 3 – List of Figures
  • Section 4 – Introduction and Summary
  • Section 5 – Chapter One

 

 

Setup for Sections

 

Section 1

Insert a section break at the top of the document.  Label the header of section 1 as:

 

TABLE OF CONTENTS

 

Insert page numbers into the footer of section 1. While in the footer of section 1, go to the INSERT menu, select Page Numbers.  In the dialog box, be sure the Position is “Bottom of Page”, set the alignment to “Centered”, and check the box to show number on first page. (Sections one through four should carry lower case Roman numerals.) Hit the FORMAT button at the right of the dialog box. At the bottom left of the PAGE NUMBER FORMAT dialog box, select “continue from previous section,” and lowercase Roman numerals at the top.

 

Section 2

Insert another section break immediately following the first. Disattach the header from the previous header.  The words same as previous should not appear in the upper right.  Label the header of section 2 as:

 

LIST OF TABLES

 

The footer of section 2 should read same as previous in the upper right corner of the footer box.

 

 

Section 3

Insert yet another section break immediately following the previous one. Disattach the header from the previous header.  Label the header of section 3 as:

 

LIST OF FIGURES

 

The footer of section 3 should read same as previous in the upper right corner of the footer box.

 

Section 4

Insert yet another section break immediately following the previous one. Disattach the header from the previous header.  Do not label the header of section 4.  Section 4  contains the Introduction and Summary.

 

The footer of section 4 should read same as previous in the upper right corner of the footer box.

 

Section 5

Insert yet another section break before the Overview (or Chap. 1). Do not label the header of section 5 or any other sections you insert into the document.

 

Disattach the footer of section 5 from the previous sections. Same as previous SHOULD NOT appear in the upper right of the footer box. Insert new page numbers into the footer of section 5.  Go to the INSERT menu, select Page Numbers. In the dialog box, be sure the Position is “Bottom of Page,” set the alignment to “Centered,” and check the box to show number on first page.  Hit the FORMAT button at the right of the dialog box.  At the bottom left of the PAGE NUMBER FORMAT dialog box, you must start the page numbers at 1; and switch the numbers themselves to Arabic.

 

Section 6 and beyond

The footer of section 6 should NOT read same as previous, and you must re-format the page number to “continue from previous section.” After this point, you should not have to worry about headers and footers.  However, it pays to scroll through the headers and footers, starting at section 1 to be sure you haven’t missed anything.

 

 

TABLE OF CONTENTS

 

Generating a Table of Contents

 

Position your cursor in section 1 (the top of the document). Go to the Insert menu, select Index and Tables.

 

From the new dialog box that will then show up, select the Table of Contents tab, and highlight Custom Style.  At the bottom of this menu, there is also a box with a number indicating the levels of entries you want to appear in the Table of Contents.  Raise this number to 7, the level to which BCC Table of Contents are listed.

 

Next, hit the Options button, and scroll down the list until you see the boxes that have the numbers 1 through 7.   The numbers indicate the level the heading will show up as, and the particular styled text that will be pulled up to create the TOC entry.

 

Since we have used the BCC template to format the headings, the selections for the generation of the Table of Contents should be as follows;

 

Major Head [M]Level 1
Sub 1 Head [S]Level 2
Sub 2 Head [SS]Level 3
Sub 3 Head [SSS]Level 4
Sub 4 Head [SSSS]Level 5
Sub 5 Head [SSSSS]Level 6
Sub 6 Head [SSSSSS]Level 7

 

Once the proper styles are selected, hit the OK button, and the Table of Contents will generate automatically.

 

 

List of Tables/ List of Figures

 

To create a complete list of tables and figures, you will actually have to generate two lists per section. For directions on generating lists, see below. First, place your cursor in section 2.  Generate a list based on the style “Summary Table Title.”  When MS Word asks whether you would like to replace the current list hit the NO button.  Without moving your cursor, generate another list based on the style “Table Title.”  When this is done, move on to section 3, and generate two more lists, using the same steps as above, only based on the styles “Summary Figure Heading” and “Figure Title.”

 

 

To Generate A List

 

Position your cursor in the appropriate section. Go to the Insert menu, select Index and Tables.

 

From the new dialog box that will then show up, select the Table of Figures tab, and highlight (none) in the caption box, and Custom Style in the format box.  Make sure the three boxes at the bottom of the dialog box are checked, and the tab leader shows dots.

 

Next, hit the Options button, and scroll down the “build table of figures from” list until you find the correct Title style for the list you are building.  Select the style, hit the OK button..  The list will generate automatically.

 

 

PAGINATION AND TABLE AND FIGURE NUMBERING

 

  1. The front matter of the report (Table of Contents, Introduction and Summary) should carry lowercase Roman numerals. The body of the report should carry Arabic numerals.

 

  1. The summary table should not be numbered. Simply call it “Summary Table.”  If there are two summary tables, call them “Summary Table A” and “Summary Table B.”  Similarly, if you insert a figure in the summary, call it “Summary Figure.”

 

  1. Table and figure numbers should begin in the body of the report and should be Arabic in style.

 

 

MS Word 6.0 Macros

 

Macros are used to automate certain tasks in Word 6.0.  Macros can be written using the following steps:

 

  1. Highlight text
  2. Pull down the Tools menu
  3. Select Macro
  4. Name the macro
  5. Click on the Record button
  6. Click on the button that says Toolbar
  7. Select the BCC.DOT template from the dialog box
  8. Click the OK button to start the macro
  9. Perform the action that you want the macro to perform
  10. Click on the STOP button when your actions are completed

 

At this point, the macro has been created and recorded, and must be assigned to a toolbar.  Following are the steps necessary to do this:

 

  1. Pull down the Tools menu
  2. Select Customize…
  3. Make sure the Toolbars tab is selected
  4. Scroll down to select macros
  5. Select the proper macro from the new list
  6. Highlight and drag the new macro onto a toolbar, or onto the document if you wish to create a new toolbar.

 

 

Miscellaneous Notes

 

Footnotes

 

Typically, a BCC report tries to avoid footnotes, but when unavoidable, the footnote number should be in 10 pt. superscript.  Similarly, the footnote itself should be in 10 point.  A line should separate the regular text from the footnote text.

 

For more information on inserting footnotes in MS- Word refer to the online help function (F1) or your user manual.

 

 

PERCENTAGES

 

Use the symbol % in all cases.  However, you should describe “a percentage of the profits” as such.

 

 

Growth Rates

 

Please remember to forecast using average annual growth rates. Many calculators have the function built in. Or you can use compound interest rate tables. Alternatively, using MS Word table function you can use a formula method, namely:

=(((??/??)^(1/?))-1)*100.

 

For example, in the case of the following table, the Anti-Infectives row would have the following formula: =(((D2/B2)^(1/7))-1)*100. The Antivirals row would be: = (((D3/B3)^(1/7))-1)*100.

As you can see D = the column for the year 2006, and B is the column for the year 1999. The number 2 denotes the row number for Anti-infectives. The number 3 denotes the row for Antivirals.

 

This particular table covers a 7-year period (1999 to 2006). Hence the number 7 in the formula. If you are calculating a 5-year growth rate, the 7 should be changed to 5. To enter the formula, a) highlight the box into which you wish to place the AAGR; b) select “formula” in the Table pull-down menu; c) type the formula into the box and click OK. To ensure only one decimal place in your AAGR, go to the formula box and type in “0.0” in the number format space.

Rather than retype the formula with each row, copy and paste the cell of your first AAGR into subsequent AAGR boxes, then go to the formula in the Table menu and correct the row numbers.

 

 

SUMMARY TABLE

 

MARKET SIZE HIV/AIDS DRUGS AND DRUGS FOR
AIDS-ASSOCIATED DISEASES

($ Millions)

 

 

1999

 

2004

 

2006

AAGR%

1999-2006

Anti-Infectives395.9611.9693.78.3
Antivirals (for both HIV/AIDS and AIDS-associated diseases 

311.0

 

410.2

 

545.5

8.4
Immunomodulators—-50.058.38
Cytokines55.066.671.84
Other45.662.971.57
Total807.51201.61441.010

 

Source: BCC, Inc.

 

 

NEWSLETTER STYLE

 

These are some points of style for BCC Newsletters.  They should be applied to all letters.  For general rules of grammar and punctuation, use any accepted manual—AP or Chicago.  For technical notation, American Institute of Physics Style is a good guide.  The goal, however, is consistency.

 

All manuscripts should be spell checked.  Be alert to phone numbers and zip codes without the proper number of digits.  Flag any questions to the author or editor in bold face in the text.

As questions arise (as I am sure they will), send me a note and we will make a determination. We will update this memo periodically.  Specific points follow:

 

Headlines: Caps and lower case, two lines; words begin with capital letters except for prepositions, articles, and conjunctions.

 

Numerals: Use numerals and percent symbols when stating percentages (8%, not eight percent).  However, “a percentage of profits.” Spell out numbers of less than 10, but use figures for single numbers of 10 or more (six horses; 12 men).  Numbers are spelled out when they begin a sentence or heading. For two or more numbers in a sentence, use figures for all of them when any one is 10 or more.

Units: Allow abbreviation of scientific units (wt %, lb, ml, etc.).  When in doubt, abbreviate. When possible, put the unit parenthetically after the first mention, e.g. weight percent (wt %).  Always use No. instead of the pound sign #.

 

Elements: Names of elements should be written out at first mention unless they are in a chemical formula. Formulas are permissible. Yes, formulas. Avoid Latinate usage and use the English version when possible, e.g. use compendiums.

 

Government: Government agencies should be spelled out at the first mention in any item, followed by the abbreviation in parentheses–Environmental Protection Agency (EPA).  Do not refer to them as U.S. Environmental Protection Agency–we know where we are.

 

Symbols: Symbols for trademark, registration, and copyright  are unnecessary. Delete them.

 

State Names: Always abbreviate state names using the two letter Postal Service designation (NY, FL, etc.).

 

Company Names: In company names, always abbreviate  Corp., Co., Div., Dept., Inc., etc.

 

Temperature: Henceforth we will conform to standard style. Fahrenheit and centigrade temperatures are shown with NO space between the numeral(s) and the symbols (7°C, 65°F).  Likewise, Kelvin is closed up but shows no degree sign (00K).

 

Hyphens: Most words having the prefix “non” are solid words without hyphenation; refer to the dictionary for the rare exceptions to this rule. In general, avoid hyphens in words; they are usually not necessary.  Hyphens may be used in modifiers, however.

 

Italic Phrases: The following Latin expressions should be italicized: in situ, in vitro, in vivo.

Literature Citations: Names of Scientific Journals are in italic. In references, the volume number appears in bold. (J Am Soc. Chem, 94, 1123-1177); or [29(4), 233-239, 1994].  Abbreviate reference number to Ref. No. when referring to NTIS reports/papers followed by a number.

 

Use of Bold Face: Bold face caps and lower case should be used for:

 

  • The names of the events listed under the CALENDAR heading, as well as the dates of such events.
  • The company names shown in the items under “Briefly Noted, Financial Briefs etc” headings.
  • The company names shown in the items under the “Corrections”

 

Patent References: In referring to patents, the following are acceptable: “was awarded U.S. Patent 6,776,560” or “was awarded a patent (U.S. No. 6,776,560). “

 

Contacts: Two styles of citing contacts and company addresses are used: embedded or at the end of the item, depending on the newsletter. Embedded contacts are preferred and are always used in briefs.  Abbreviate where possible (Ave., Blvd., Dept., Div.).  Punctuation is as follows:

 

  • Embedded style: DFISA (6245 Executive Blvd., RockvilIe, MD 20852-3938; Tel: 301/984-1444, ext. 102, Fax: 301/881-7432).

 

  • At end of item: Contact: Jennifer Brow, Director of Marketing, DFISA, 6245 Executive Blvd., RockvilIe, MD 20852-3938; Tel: 301/984-1444, Fax: 301/881-7E32.

 

Calendars: Calendar items should be styled as follows:

 

October 25-26, 2000, Clean Air Compliance Workshop, Atlanta, GA.  Contact: Synthetic Organic Chemical Manufacturers Association (SOCMA), 1330 Connecticut Ave. N.W., Suite 300, Washington, DC 20036-1702; Tel: 202/659-0060, Fax: 202/659-0075.

 


Appendix I
An Author’s Working Guide to Writing Reports

 

 

 

CONTENT

 

BCC’s studies concern the business side of science and technology.  They inform readers of products, applications, sales and suppliers/developers.  Only briefly do they cover the actual science and technology, and then principally in terms of the commercial significance. The studies forecast the future of new science and technology, as measured in terms of product sales or consumption.

 

A complete study contains approximately 200 pages, including illustrations, or roughly 70,000 to 80,000 words.

 

BCC has a reputation for offering studies that are carefully thought out, researched, documented, objective in their analysis, realistic in the data and rational in the forecasts.

 

BCC studies should not “marvel” at the science and technology or predict a brave new world of scientific “wonders.”  Forecasts must rest on sound reasons, not wishes, hopes or hypes. Rather than making simplistic judgments like “a lot” or “a little,” make serious efforts  to quantify.

 

BCC studies should not be merely a rearranged compilation of existing literature. They should strive to make a genuine, new contribution to the body of business literature. BCC studies should not merely repeat the opinions of others.  They should provide objective, balanced analysis of opinions, saying whether facts support the opinions.

 

See  separate discussions on the contents of individual chapters.

 

 

READERS

 

Readers (purchasers) of BCC studies generally want to know the business implications of a science or technology.  They hold positions in industry such as marketing manager, product or sales manager, strategic planner, commercial development or business manager, or corporate research director.  They are not generally university scientists.  Generally, BCC’s readers are highly intelligent and technically well-informed.  Usually, they already know about the science and technology, at least in general terms, but in case not, we provide a brief synopsis of the science or technology to help uninformed (but still intelligent) readers.  The readers turn to BCC studies to provide the business analysis, not to educate them of the science or technology.

 

 

TIME FRAME

 

A BCC study should be completed within three months.  A new analyst may require four months.  “Completion” means the study should be completely researched and written in final form  within this timeframe.  Once the draft study has been handed in, only editing should be needed as follow-up, but not new work.

 

 

METHODS AND INFORMATION SOURCES

 

Information comes from two kinds of sources, direct and indirect.  BCC has a reputation for using both, not just indirect.

 

Direct sources of information:

 

  • Telephone interviews with relevant personnel, often marketing managers, product managers, salespeople, business development managers, scientists.

 

  • Face-to-face interviews, e.g. at appropriate conferences.

 

Indirect sources of information:

 

  • Company annual reports (and equivalent descriptions for private firms). Also, 10K and 10Q reports.

 

  • Product descriptive literature.

 

  • Company information literature provided by investment brokers.

 

  • Government publications.

 

  • Trade association publications.

 

  • Technical literature.

 

  • Trade and business literature.

 

  • BCC’s own monthly newsletters

 

In certain instances, the analyst will find that no published data on product sales or consumption are available.  In these cases, the analyst has to make his or her own estimates.  This may sometimes take ingenuity, for instance, having to obtain  more readily available data from which needed derivative estimates can be calculated. If you have to make calculations, show your reasoning. Explain any assumptions: they should be plausible. Never pick numbers “out of the air” or  present them out of personal bias. “Guesses” should not be merely hunches, hopes or hypes.

 

Forecasts are made generally 5 years out, occasionally 10 years out.  Present forecasts in terms of constant dollars, based on the starting year. We want forecasts to reflect true changes in sales volume (increases or decreases), not changes merely due to price changes.

 

 

CHOICE OF TOPIC

 

If the information is easy to get, it makes life simple for the analyst but, chances are, the report will not sell well because the information is so readily available, even to customers.  The more difficult the subject, the harder it is to get information and data, the more valuable the study and the likelier it will sell well.  Of course, the topic should also be worthwhile doing, which means that customers, especially a lot of customers, want the light that the study will shed on the subject. If the topic is interesting to you but not to customers, it is not worthwhile doing.

 

 

 

INTRODUCTION

 

AIMS OF THE INTRODUCTION

 

  • Entice potential customers to buy the report

 

The Introduction should not present information summarizing the study.

 

 

STANDARDIZED HEADINGS (no exceptions)

 

REASONS FOR STUDY AND ITS IMPORTANCE

OBJECTIVES OF STUDY AND ITS CONTRIBUTION

AUDIENCE FOR REPORT

SCOPE AND CONTENT OF REPORT

METHODOLOGY AND INFORMATION SOURCES

ANALYST CREDENTIALS

RELATED BCC REPORTS

SUMMARY

 

AIMS OF THE SUMMARY

 

The aim of the summary is to:

 

  • Summarize current sales and forecast sales
  • Highlight key observations and insights

 

Word the summary in such a way that it does not “give away the store.” Potential customers should be left wanting to buy the study.

 

The summary must not have the level of detail presented in the main body.  It must not contain  material not  already in the main text.

 

It is customary to present a Summary Figure. It may be a pie chart showing sales share by major product category or by major application category.  It may be a bar graph.  It may be a multiplex bar graph showing the time dimension.

 

 

OVERVIEW

 

AIMS OF THE OVERVIEW CHAPTER

 

The Overview chapter has the following aims:

 

  • Introduce the subject to the uninitiated. Define the subject by delineating the scope of inclusions.  Say what is excluded from the study’s consideration. Why is the subject worthwhile learning about?  Why is it important? Put the subject into the context of other industries or other areas of business. Define important terminology.

 

  • What is the history of the subject? How has the history shaped the industry of today?

 

  • Highlight information and data presented in the rest of the report. What are the major product categories? What are the major application/market categories?

 

  • Collate data that may be presented in the rest of the report in piecemeal fashion. Use pie chart to show product shares, application/market shares, company shares.

 

  • What are the major issues faced by the industry that will or might shape its future directions? How do the major issues shape future sales opportunities. How does the analyst take these important issues into account in forecasting product  sales?

 

 

POSSIBLE HEADINGS

 

We don’t want to be slavish about headings, since each report, each topic, is different.  However, here are some possibilities culled from published reports.  Feel free to invent headings if they best suit the material, but in any event be sure to still include the content generally expected here.

 

DEFINITION OF SUBJECT

SCOPE OF FIELD AND WHERE SUBJECT FITS IN

IMPORTANCE OF SUBJECT

HISTORY OF SUBJECT (especially commercial history)

HOW THE SUBJECT INDUSTRY AFFECTS OTHER INDUSTRIES

MAJOR PRODUCT CATEGORIES

MAJOR MARKET/APPLICATION CATEGORIES

MAJOR ISSUES AND FORCES FOR CHANGE

 

 

INDUSTRY

 

AIMS OF THE INDUSTRY CHAPTER

 

Aims of the industry chapter include:

 

  • Shed light on the industry structure. What types of companies participate in the industry?  Who supplies what to whom?

 

  • Elucidate the business dynamics. What are the major influences on sales? What are the major influences on pricing?  Is the industry technology-driven or market-driven?

 

  • Identify the major companies in the industry. How and why are they major? Who are the leaders, define leadership?  Provide market shares, concentration factors and distribution channel information.

 

  • What are the significant regulations affecting the industry? How do they affect the industry? What changes in regulations are afoot? Forecast the impact of regulatory changes on product sales.

 

  • What types of customers buy the products? Are there particular customers of major significance? What do the customers look for when they buy products? Why do they choose particular suppliers? What do customers want but don’t now have?

 

  • Look into the international scene.  What are the exports and imports of products? Who are the non-U.S. companies in this industry and which ones are the leaders? What is the global market for the products?

 

 

POSSIBLE HEADINGS

 

INDUSTRY STRUCTURE

INDUSTRY PARTICIPANTS

INFLUENCES ON SALES

INFLUENCES ON PRICES

DYNAMICS OF THE BUSINESS

PRODUCT DISTRIBUTION CHANNELS

IMPORTANT REGULATIONS

CUSTOMERS

INTERNATIONAL

 

 

TECHNOLOGY

 

AIMS OF THE TECHNOLOGY CHAPTER

 

Aims of the Technology Chapter include:

 

  • Briefly explain the major technologies. Use intelligent layman’s terms (as in Scientific American: not as loose as Omni and not as academic as the Journal of Chemical Physics).

 

  • Identify and communicate important changes in technology. Why are they changing?  What do any changes mean commercially, in terms of product sales or their decline?

 

  • Estimate technology shares of product sales: what percentage of product sales reflects a given technology. How might this change and why?

 

  • Estimate technology shares of applications: what percentage of application-associated product sales reflects each technology. How might this change and why?

 

  • Identify important patents. Why are they important? How many patents have issued on the subject? What subject matter is being patented and how is it changing over time? Who is patenting?

 

 

POSSIBLE HEADINGS

 

MAJOR TECHNOLOGIES

MANUFACTURING METHODS

PROCESS ECONOMICS

NEW TECHNOLOGICAL DEVELOPMENTS

PATENTS

R&D LEADERS

 

 

PRODUCTS

 

 

AIMS OF THE PRODUCTS CHAPTER

 

Aims of the Products chapter include the following:

 

  • Describe products, identify suppliers, particularly the manufacturers as opposed to retailers.

 

  • Estimate current sales for the year and forecast sales five years out, possibly ten years out.

 

  • Estimate quantities (volumes) of current sales or consumption, forecast future quantities (volumes) of sales or consumption.

 

  • Products may be organized within the chapter in descending order of sales. Or they may be organized on the basis of major categories. In any event there should be a transparent logic to the sequence. Some report subjects may call for separate chapters devoted to individual product categories.

 

 

POSSIBLE HEADINGS

 

PRODUCT CATEGORY A

PRODUCT CATEGORY B

PRODUCT CATEGORY C

 

MARKET APPLICATIONS

 

AIMS OF THE MARKET APPLICATIONS CHAPTER

 

Aims of the Market Applications chapter include:

 

  • Identify and describe the applications of products. If a single application can be met by more than one product the study reports on, mention that and estimate the current and future sales shares, with reasons why.

 

  • Identify and describe the types of customers. Estimate customer size.

 

  • Estimate and forecast product sales according to applications.

 

POSSIBLE HEADINGS

 

MARKET APPLICATION A

MARKET APPLICATION B

MARKET APPLICATION C

 

 

COMPANY PROFILES

 

AIMS OF THE COMPANY PROFILES CHAPTER

 

Aims of the Company Profiles chapter are to:

 

  • Give the full name of the company, give the full address, give the telephone number and fax number. List the key officers.

 

  • Describe the company’s activities as they relate to the subject. Why is the company listed?

 

  • To only a minor extent, present general information about the company, such as total sales and unrelated business activities.

 

 

POSSIBLE HEADINGS

 

COMPANY A

COMPANY B

COMPANY C

 

 

APPENDIcES

 

AIMS OF THE APPENDICES

 

The appendices generally serve two purposes: to provide details too lengthy or weighty for the main text; or to buttress the main text.  One might list patents relevant to the subject (give patent number, issue date, assignee, and general content). Or one might list important references and published sources of information. Or chemical formulas of key products might be presented.

 

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