Private Companies are more difficult to find information about and more time consuming to research. The information that is available will be less specific and less certain than information available for public companies. Private company information may also be available in one resource and not another.
1. Private Company Websites
When it comes to researching private companies, the first place to look would be the company's web page if they have one. Never underestimate the information that companies publish on their own web sites.
2. Social Media
Many private companies use social media as a key channel for customer acquisition, feedback, satisfaction,and retention. Therefore, monitoring a private company’s social media presence can offer additional insights, especially on its existing portfolio of customer-facing apps, products, and solutions.
3. Online Job Sites
Most private companies use online websites (LinkedIn, AngelList,etc.) to recruit employees. Requirements for open job positions offer compelling details on the skill gaps that private companies are trying to fill,which may reveal product plans, technology direction, marketing strategies,geographic expansion plans, etc. Moreover, trends in the number and nature of advertised open positions are key indicators of private company growth and product/solution evolution.
4. Online Employee Profiles
Employees at most private companies have profiles on professional networking sites such as LinkedIn, where they list qualifications and employment timelines, publish professional articles, or like/comment on others’ posts. Employee activity on professional sites often reveals a lot about a private company. When employees leave companies, many of them turn to workplace review sites (such as Glassdoor) to leave comments about their employer, their bosses and colleagues, and corporate culture – all of which is valuable information for investors or acquirers.
5. Trade Shows
Private companies attend industry conferences to scope out the competition, meet potential customers, and even connect with investors. Firms often review trade show attendee lists and go to events that target companies plan to attend. Once there, it’s possible to meet and strike up a conversation with their founders and executives to learn more about them.
6. Industry News and Articles
Private companies love free promotion, so founders and executives will often volunteer to share their opinions on technology and trends in various news articles. This can offer insight into how they intend to disrupt their market and the challenges and opportunities they expect to face.
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