Some industry info is provided in the introduction part of the case. A brief google search on the NAICS code or "software publishers" will provide plenty of publicly available information. The challenge is to reduce the number of materials to what is relevant in the valuation context. It is common sense (and you are going to find discussions online too as well as in the case) about the software publishing industry has a rapid pace of technology change.

part 2 updated. no need to compare scratchpad to industry about the pace of technology change.  since it is hard to measure it with financial data. however, It is important that we understand that Scratchpad has to catch up with the fast pace of the software industry technology changes. 

Use the NAICS code and the corresponding SIC code to search for the industry financial ratios for US-listed companies.  No need to pay for such data. Try readyratios.com or some similar websites. 

1. Use publicly available resources to develop a brief, one-page (times font size = 12 and double space) industry profile focusing on

 a) customers and revenue sources,

 b) profitability trends, 

c) level of competition and 

d) pace of technological changes.

2. Use the information provided in the case and enclosure E1, E2, to examine Scratchpad in comparison to the industry participants in terms of 

a) customers and revenue sources,

 b) profitability trends, 

c) the level of competition.

Answer rating: 100% (QA)

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