BUSINESS SENTIMENT SURVEY

HORSHAM – JULY 2019

Developed & produced by

S urvey Methodology

This survey was designed and executed to capture business responses within the Horsham region.

Opening Thursday 25 July 2019 and closing Sunday 18 August 2019 the survey questionnaire was
distributed to various business networks in Horsham.

The survey is anonymous and confidential.

The questions were short and simple and it takes on average 2-3 minutes to complete.

The survey’s focus is on business confidence and support requirements with the intention to provide
a tool to allow comparisons of results within and across industry types, along with identifying
demand for business support.

Many similar surveys provide extensive commentary on their findings. It is our intention to create a
report that is easy to read and is not too overwhelming for the reader.

Business Horsham and Watts Price Accountants would like to thank all participants for their kind
support of this survey. A special thanks to Allison Roberts for managing the data collection from
the Horsham Plaza also Sarah Kelm for her marketing efforts and input!

Copyright © 2017. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 3

INDUSTRY 01 Responses by Industry %

Construction 3.4%
The largest survey group was the Retail Trade
Wholesale Trade 1.1%
group which accounted for 42.0% of the
responses. Of the Retailers 37.8% believed Retail Trade 42.0%
that the outlook in their industry would Agriculture, Forestry & Fishing 4.5%
improve over the next 6 months. Another
54% believed that the outlook in their Accommodation & Food Services 10.2%
industry would be unchanged over the next 6 Mining 1.1%
months.
Manufacturing 11.4%
The second largest group of respondents Information Media & Telecommunications 1.1%
were in the Manufacturing group. Of these
70.0% believed that the outlook in their Financial and Insurance Services 6.8%
industry would improve over the next 6 Rental, Hiring and Real Estate Services 1.1%
months.
Administration and Support Services 1.1%
In the Accommodation & Food Services
Energy (Electricity, Gas, Water or Waste) 1.1%
group 55.6% believed that the outlook in
their industry would improve over the next 6 Public Admin & Safety 1.1%
months. Education and Training 3.4%

Health Care and Social Assistance 5.7%

Arts and Recreation Services 1.1%
Home Based 1.1%

Other 2.3%

STAFF SIZE 02
Responses % <1
<1 2.3% 1 - 1.9
1 – 1.9 23.0% 2 - 2.9
2 – 2.9 14.9% 3 - 4.9
3 – 4.9 13.8% 5 - 9.9
5 – 9.9 23.0% 10 - 19.9
10 – 19.9 13.8% 20+
20+ 9.2%

Of those respondents with less than 5 FTE employees 42.6% believed that the outlook in their
industry would improve over the next 6 months. Those with more than 5 employees was 55.0%!

Copyright © 2019. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 4

INDUSTRY OUTLOOK 03
Responses by Industry Improved Unchanged Other
Construction 100%
Wholesale Trade 100%
Retail Trade 37.8% 54.1% 8.1%
Agriculture, Forestry & Fishing 25% 75%
Accommodation & Food Services 55.6% 44.4%
Mining 100%
Manufacturing 70% 30%
Information Media & Telecommunications 100%
Financial and Insurance Services 50% 50%
Rental, Hiring and Real Estate Services 100%
Administration and Support Services 100%
Energy (Electricity, Gas, Water or Waste) 100%
Public Admin & Safety 100%
Education and Training 33.3% 66.7%
Health Care and Social Assistance 50% 50%
Arts and Recreation Services 100%
Home Based 100%

Other 100%

The above table illustrates the level of confidence in their industry by industry group

Of the respondents in this survey a healthy 48.3% believed that the outlook in their industry would
improve over the next 6 months.

Another 44.8% of respondents reported that the outlook in their industry would remain unchanged
over the next 6 months.
Improved

Unchanged

Other

Copyright © 2019. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 5

INTERNET SALES 04
Responses by Industry 0% 1-20% 21-50% 51-70% 71-100%
Construction 33.3% 66.7%
Wholesale Trade 100%
Retail Trade 35.1% 40.5% 24.3%
Agriculture, Forestry & Fishing 75% 25%
Accommodation & Food Services 55.6% 11.1% 11.1% 22.2%
Mining 100%
Manufacturing 70% 20% 10%
Information Media &
Telecommunications 100%
Financial and Insurance Services 16.7% 66.7% 16.7%
Rental, Hiring and Real Estate Services 100%
Administration and Support Services 100%
Energy (Electricity, Gas, Water or
Waste) 100%
Public Admin & Safety 100%
Education and Training 50% 50%
Health Care and Social Assistance 50% 50%
Arts and Recreation Services 100%
Home Based 100%
Other 50% 50%
The above table illustrates the percentage of internet sales by industry

In regard to the question “approximately, what percentage of your business sales/trading/services are
completed online?” we see that 78.1% of respondents generate less than 20% of their revenue from
online revenue.

Of those generating less than 20% of revenue from online activity we note that 48.5% believe that the
outlook in their industry would improve over the next 6 months while 45.6% believe it will be
unchanged.
0%
Of those generating more than 20% of revenue
from online activity we note that 44.4% believe 1-20%
that the outlook in their industry would improve 21-50%
over the next 6 months while 38.9% believe it will 51-70%
be unchanged.
71-100%

Copyright © 2019. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 6

PROFITABILITY IMPACT 05 06 &

Responses POSITIVE NEGATIVE

Human Resources Recruitment 3.8% 9.0%
Human Resources Retention 11.4% 5.4%
Online Market 4.3% 10.4%
Compliance (OH&S, Industry Regulations, Tax, HR, etc) 4.7% 11.8%
Population 9.0% 15.4%
Competition 7.6% 13.6%
Technology 12.8% 2.3%
Resources 10.4% 0.9%
Environment 9.5% 7.2%
Rent 1.9% 7.7%
Single Touch Payroll 0.5% 0.5%
Buy Now Pay Later Facilities (AfterPay, Z1p etc) 7.1% 2.3%
Insurance 0.0% 3.6%
Australian Dollar 2.4% 1.8%
Industrial Projects 6.2% 1.4%
Tourism 5.2% 0.9%
Other 3.3% 5.9%

Q5. What do you regard as the top three factors having a NEGATIVE impact on your businesses
profitability?
20.00%
The top three responses were: 15.00%

1. Population 10.00%
2. Competition 5.00%
3. Compliance (OH&S, Industry Regulations, Tax, HR, etc)
0.00%
Population Competition Compliance

Q6. What do you regard as the top three factors having

a POSITIVE impact on your businesses profitability?

The top three responses were:

1. Technology
2. Human Resources Retention
3. Resources

Copyright © 2019. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 7

TRAINING NEEDS 07
Responses % Q7. What training/events or
Mental Health 13.2% professional development opportunities
OH&S/Workcover 7.5% would you like to see provided in
Human Resource Management 11.3% Horsham to businesses?
Motivational Speakers 12.3% The top three responses were:
Accounting 3.8%
Marketing & Promotion Marketing & Promotion 21.2%
21.2%
E Commerce (online trading etc) 7.1% Mental Health 13.2%
Small Business Management 13.2%
Small Business Management 13.2%
Project Management 6.6%
Other 3.8%

HORSHAM 08
Responses % Q8. What do you rate as the 3 most
Affordability 1.2% positive aspects of the city of
Horsham?
Agriculture 3.5%
Clean / Safe 4.7% This question generated a vast number of
Climate / Weather 2.4% varying responses that were arranged
into sixteen categories.
Convenient 9.4%
Diversity 2.9% The top responses were:
Facilities & Education 6.5%
Location 14.7%
Lifestyle / Rural living 10.6%
Location 14.7% People / Community spirit 11.2%
Opportunities 5.9%
Lifestyle / Rural living 10.6%
People / Community spirit 11.2%
Population 4.1% Convenience 9.4%
Shopping 7.6%
Shopping 7.6%
Sport / Events 4.7%
The River 7.6%
Tourism 2.9%

Copyright © 2019. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 8

BUSINESS HORSHAM 09
Responses %
Yes 64.8%
No 35.2%

Q9. Are you currently a Business Horsham Member?

We see that 64.8% of the survey respondents were Business Horsham members.

Of the Business Horsham Members 50.9% believe that the outlook in their industry would improve
over the next 6 months while 42.1% believe it will be unchanged.

Of the non-Business Horsham Members 41.9% believe that the outlook in their industry would
improve over the next 6 months while 48.4% believe it will be unchanged.

MEMBER BENEFITS 10
Responses % Q10. Current Business Horsham Members,
Networking 22.5% what aspects of your membership do you
Events get the most value from?
19.7%
Member Information 28.2% The top three responses were:
Business Support 9.2%
Member Information 28.2%
Business Promotion 10.6%
Business Representation 9.2% Networking 22.5%
Other 0.7%
Events 19.7%

A big thank you to all participants for their input and to the Business Horsham Executive for
driving the survey and the new survey format!

Copyright © 2019. All Rights Reserved.

 Business Sentiment Survey – July 2019 | 9

A cknowledgements

We would like to thank the following organizations for their valuable contribution and
support.

Survey commissioner & distributor:

Business Horsham
T: (03) 5381 1234
E: info@businesshorsham.com.au
W: www.businesshorsham.com.au
P: Suite 1, 68 Firebrace St, Horsham VIC 3400

Survey creator & producer:

Watts Price Accountants

T: (03) 5382 3001
F: (03) 5381 1357
E: survey@wattsprice.com.au
W: www.wattsprice.com.au
P: PO Box 118 Horsham VIC 3400

We thank all those that responded and assisted in the collection and compilation of this survey!

Legal Disclaimer: This report provides information designed to help users cope with their own business, financial, legal and
other needs. This information is not the same as retaining experts in those fields for advice. Although we go to great lengths to
ensure the information is accurate, we strongly recommend you consult an expert, including but not limited to an accountant,
financial services consultant, lawyer or other professional as appropriate. Nothing contained in this report is to be considered as
the rendering of financial, professional, legal or other advice for specific cases, and users are responsible for obtaining such
advice from their own financial, legal or other counsel. The information contained in this report is intended for educational,
background and informational purposes only.

Copyright © 2019. All Rights Reserved.