As a small business owner, you're always looking for ways to get ahead. Public data can be a powerful tool in your strategy and planning. In New Zealand, we have access to plenty of free, reliable information that can help you make smart decisions for your business. It's just a matter of knowing where to look so you can put the numbers to work.
Stats NZ is the top source of information about New Zealand's people, economy, and society. Their new Aotearoa Data Explorer tool makes it easier than ever to access and use this data. With Stats NZ, you can look at the demographics of your area, spotting trends in age, gender, and ethnicity that could shape your business strategy.
Your Business Mentor can help you interpret this data and apply it to your specific situation. They might suggest ways to use demographic information to tailor your products or services, or help you identify untapped markets based on population trends.
Imagine you run a childcare centre. By using population data, you could pinpoint areas with the highest concentration of young families. This insight could guide your decision on where to open a new centre, ensuring you're meeting a real community need. The possibilities are endless — from tailoring your product range to match local preferences to adjusting your marketing to resonate with specific age groups.
To get started with the Aotearoa Data Explorer, head over to the Stats NZ website. You'll find how-to videos and guides that explain things in plain English. You'll be amazed at the insights waiting to be uncovered.
Business.govt.nz is a hub of relevant information for small business owners. It offers key insights into New Zealand's business landscape that can help you benchmark your business and spot opportunities. Did you know that 97% of NZ businesses are small, with fewer than 20 employees? Or that the travel industry is about 50% more valuable to the country than meat?
These statistics aren't just interesting facts — they're tools you can use to shape your business strategy. By understanding the makeup of your industry, you can identify gaps in the market where you could offer new services. You can also set realistic goals based on industry survival rates, ensuring your business plans are grounded in reality.
It's well worth exploring the Business.govt.nz website for numbers that could give you the edge in your market.
Your local council's website can be an unexpected source of business intel. Many councils now have open data portals where you can find local economic indicators, population projections, and infrastructure plans. It's information that can help you align your business with local development, anticipate changes in your customer base, and find gaps in local services you could fill.
For example, as a café owner, you can check your council's website and discover plans for a new cycling route near your business. Armed with this knowledge, you might decide to add bike racks and create a cyclists' breakfast menu. Suddenly, you're not just reacting to change — you're anticipating it and turning it into an opportunity.
Here are a few of the key council sites — you're bound to find one for your area, too.
New Zealand universities are home to some of the country's most cutting-edge research. A lot of it is both relevant and accessible to local small businesses. Try searching for your industry and "research" on university websites such as the University of Auckland or Victoria University of Wellington.
The latest research may help you spot emerging trends before your competitors, back up your business decisions with solid research, and find innovative solutions to business challenges.
For instance, if you run a tourism business, you could find the latest evidence on sustainable tourism practices. This could give you new ideas about eco-friendly measures that appeal to the growing market of environmentally conscious travellers.
The New Zealand Business Number (NZBN) can streamline your operations and help you connect with other businesses. To use the NZBN ethically and effectively, keep your information up to date and use it to verify other businesses you're working with. For more information on how to make the most of your NZBN, visit the official NZBN website.
Now that you know where to find public data, it's time to make it work for you. Public data will be most powerful when you combine it with your own business information. Compare your sales data with market trends or use public demographics to segment your customer base.
You could start by setting up a regular data routine. Schedule time to check key data sources and update your business plan with new insights. You might choose to do this at the start of each planning cycle, before a board meeting, or ahead of meeting with your Busines Mentor. Don't forget to ask them about ideas for data-driven decisions while you're at it. Your Mentor is there to help you turn insights into action.
With all this information at your fingertips, you're well-equipped to power up your business in 2025 and beyond.