20. Social/Cultural
Dry Cleaning Example Slow shift to casual dress.
Technology
Product you can put in clothes dryer to simulate dry
cleaning.
Economy
In down economy dry cleaning is used less frequently.
Political/Legal/Regulatory
Environmental regulations make main cleansing agent,
perchloroethylene (“perc”), more expensive.
Government calls perc a “potential carcinogen.”
Environment
EPA considers perc a hazardous waste. Landlords don’t
want to rent space fearing chemicals will contaminate the
property.
Suppliers
Cost of wire hangers is up 15-20% due to new duties
imposed on imports from Vietnam.
Green cleansing agents don’t work as well as perc > more
time on spotting board getting stains out by hand.
Customers
Customer service is crucial.
Competitors
Mom-and-pop operators, some chains.
Upfront investment is costly and takes years to pay off.
Substitutes
Washing machines at home.
Clothing rentals.
Potential Entrants
20
P&G is entering market with Tide stores.
24. Environmental Scan
Political / Legal /
Potential Entrants Technology
Regulatory
5 9 10
8
Industry
Suppliers 5 6 Buyers
Competitors
4 9 7
Social / Cultural Economy &
Substitutes
Environment
Macro Environment Industry Strength of Force
Source: Analysis from Misc. Sources
25. Industry Events
Company A
Company F
Company N
Company Q
Company S
Company G
Company M
Totals
Company D
Company U
Company C
Company I
Company J
Company K
Company R
Company X
Company B
Company H
Company P
Company W
Company E
Company O
Company L
Company T
Company V
Company Y
Conference /
Show Place Date Website
Conference A Beijing, China 2012-12 1 1 2
Conference B Dallas, TX 2012-12 1 1 1 1 1 1 1 1 8
Conference C Istanbul, Turkey 2012-12 1 1 1 1 1 5
Conference D Las Vegas, NV 2012-12 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 16
Conference E San Francisco, CA 2012-12 1 1 1 1 1 1 1 1 1 1 1 1 12
Conference F Washington, DC 2012-12 1 1 1 3
Conference G London, England 2012-11 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 17
Conference H Toronto, Canada 2012-11 1 1 1 1 1 5
Conference I Vienna, Austria 2012-11 1 1 1 3
Conference J Amsterdam, Netherlands 2012-10 1 1 1 1 1 1 1 1 8
Conference K Chiba, Japan 2012-10 1 1
Conference L Chicago, IL 2012-10 1 1 1 1 1 1 1 1 1 1 1 11
Conference M Frankfurt, Germany 2012-10 1 1 1 1 1 1 6
Conference N Nashville, TN 2012-10 1 1 1 1 1 1 1 1 1 1 1 1 1 1 14
Conference O New York, NY 2012-10 1 1 1 1 1 1 1 7
Conference P Washington, DC 2012-10 1 1 1 3
Conference Q Orlando, FL 2012-10 1 1 1 1 1 1 6
Conference R San Francisco, CA 2012-10 1 1 1 1 4
Conference S San Jose, CA 2012-10 1 1 1 3
Conference T Denver, CO 2012-10 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 18
Conference U Singapore 2012-10 1 1 1 1 1 1 1 1 8
Conference V Stockholm, Sweden 2012-10 1 1 1 1 1 1 6
Conference W Tokyo, Japan 2012-09 1 1 1 1 1 1 1 1 1 9
Conference X Washington, DC 2012-09 1 1
Conference Y Anaheim, CA 2012-09 1 1 1 3
Conference Z Brussels, Belgium 2012-06 1 1 1 3
25 Source: Compilation from Misc. Sources
26. Public Opinions
Disadvantages of Doing Business in XXX
Electrical Costs /
Wastewater Supply
Charges Location 13%
4% 21% Lack of
Restaurants
4%
Unattractive
Landscaping
4%
Taxes (Business + Labor Force
Income) Availability
38% 8%
Lack of Public
Real Estate Prices Transportation
4% 4%
26 Source: Market Research Interviews
27. Customer Information
How Vendors Identified
Decision-Making Criteria
Product/Solution Selection Criteria
Persona/Human Factors Information
Internal Decision-Making Process
27
30. Final Selection Criteria
Final Selection Criteria AAA BBB CCC
0 2 4 6 8 10 12
Ease of Use
Integration w/HW & SW
Price
Performance / Functionality
Relationship w/Vendor
ROI
Svcs (training, support, proj mgmt)
Tech Support (local)
Time (quick implement)
Vendor Reputation
Vision / Roadmap
30 Source: Win/Loss Analysis
31. Competitor Information
Profiles
Marketing Analysis
Partnerships
Product Comparison
Segmentation by Variables
Competitor’s Customer Base
Vendors in Initial/Final Selection
31
32. Company Profiles
(for competitors, partners, suppliers, distributors, etc.)
Company Description, History, Key Milestones, Organizational Structure, Strategic/
Corporate Info
Financial Plans, Technology Achievements/Developments, Addresses, Websites
Finances, Credit Score, Key Acquisitions, Investments, Funding, Investments by
Financial
Departments
Strategy Corporate Strategy, Business Model
Legal Intellectual Property, Legal Issues, Licensing
Geographical Markets Geographic Distribution of Sales, Worldwide/Regional Presence
Head Count, Recruiting/Layoffs/Departures, Benefits/Compensation Plans/Stock
HR-Related
Options, Corporate Culture, Key Personnel, Board Members
Facilities # Facilities, Size, Own/Lease
Strategy, Positioning, Perceived Competitive Advantage, Website Updates, Advertising,
Marketing
Branding, Marketing Claims
Suppliers & Partners Supplier Info, Partnership Programs, Specific Partners, Distributor Info
Customers Target Market, Size of Customer Base, Specific Customers
Competitors Identity of Competitors, Segmentation
Pricing Pricing, Sales Tactics
Memberships /
Memberships, Affiliations, Exhibiting at Shows/Conferences
Events
Awards Awards, Achievements
Products / Solutions Product Info, Solution Info, Technology/R&D, Plans for Future
Services Professional Services, Training, Customer Service, Technical Support
Trade Shows Reports from Visits at Events
32
33. Marketing Analysis
Web XXX is surprisingly
Presence
15
strong in its
12 marketing.
9 Social & Though their website
Partnerships
6 Other Media
3
is navigable, it lacks a
0 lot aesthetically.
Industry
The company needs to
Analyst Trade Shows build its partnerships
Recognition … and enhance
industry analyst
International
Presence
recognition even
more.
33 Source: Analysis from Misc. Sources
34. Industry Partnerships
Partnerships / Tech Integration
Investments
Intel’s Data Center Manager (DCM) SDK
technology collects and analyzes CPU-level
power and temperature data. This data can then
be integrated into the YYY vendor’s software.
YYY vendors increasingly want to integrate data
from the servers. Since so many YYY vendors are
now integrating with Intel, doing so does not
confer a competitive advantage; it just keeps
them on a par with the others.
34 Source: Analysis from Misc. Sources
35. Product/Feature Comparison
Feature Comparison Feature A
4
3.5
Feature H 3 Feature B
2.5
2
1.5
1
0.5
Feature G 0 Feature C
DDD
Feature F Feature D EEE
FFF
Feature E
35 Source: Subjective Analysis
37. Competitor Segmentation
Competitor Types in Deals >$1 M Type K, 1%
Type A, 9% Type B, 5%
Type J, 11%
Type H, 1% Type I, 7%
Type C, 8%
Type D, 6%
Type G, 18%
Type E, 21%
Type F, 13%
Total deals considered: 469
37 Source: Analysis from Misc. Sources
38. Competitor’s Customer Base
EEE Clients' Industries (Deals They Won)
Home Décor
Service Industry 7%
(incl. Professionals)
7%
Automotive
Telecom & Wireless 46%
20%
IT & Technology
Healthcare /
7%
Pharmaceutical
13%
38 Source: Analysis From Misc. Sources
40. Valued Features/Functions
Most Important Features/Functions AAA BBB CCC
0 1 2 3 4 5 6 7 8 9 10
Feature A
Feature B
Feature C
Feature D
Feature E
Feature F
Feature G
Feature H
Feature I
Feature J
Feature K
Feature L
Feature M
Feature N
Feature O
Feature P
Feature Q
Feature R
Feature S
Feature T
Feature U
Feature V
Feature W
Feature X
40 Source: Win/Loss Analysis
41. Sales Information
Levels From Decision-Maker
Win/Loss Analysis by Criteria
Win/Loss Reasons
Would Customers Recommend?
Comments on Marketing/Sales Tools
Comments on Sales Process
41
42. Levels From Decision-Maker
Levels From Ultimate Decision-Maker
Don't Know
5%
Collaborative 0 = self
Decision 21%
16%
Other Dept
5%
Finance 1 = boss
5% 16%
2 = boss's boss
32%
42 Source: Win/Loss Analysis
44. Win/Loss by Deal Value
Product Win/Loss by Deal Value
7
6
5
4
3
2
1
0
<$25K $25K-$49K $50K-$99K $100K-$199K $200K-$499K >$500K
AAA Won AAA Lost BBB Won BBB Lost CCC Won CCC Lost No Product Purchased
44 Source: Win/Loss Analysis
45. Win & Loss Reasons
Loss Reasons to EEE - All Deals
Stay w/Incumbent Price
29% 23%
Relationship
w/Competitor
Product Attributes 18%
Technology
6%
24%
45 Source: Interviews with Sales
46. Would Customers Recommend?
Would Recommend Product?
14
12
Yes
10
8 No
6
Conditional
4
Undecided / Haven't
2 Used It
0
AAA BBB CCC
46 Source: Win/Loss Analysis
60. MI/CI is NOT
Illegal
Internet/database searches only
Software only
Single event
Crystal ball
Job for only one smart person
60
61. Recommended Reading
CI (in general)
Competitive Intelligence Advantage by Seena Sharp
CI (methodologies)
Strategic & Competitive Analysis or
Business & Competitive Analysis
by Craig Fleisher and Babette Bensoussan
Product Innovation
The Innovator’s Dilemma by Clayton Christensen
61