Methodology of Competitors Research in Different areas of business goals (marketing, business analytics etc.) Методология исследования конкурентов в разных сферах бизнес-целей (маркетинг, бизнес анализ и т.д.)

1. Competitors Research For BA:
1. Подходы. Методология исследований. Что важно.
2. Конкуренты / заказчики и их конкуренты. Исследование конкурентов
3. Tips & tricks для полевых условий (ограничение по времени и бюджету)
Anna Ulyanova
Customer Engagement Manager | Ph. D.

2. New product – Web site as a marketing instrument

4. Что важно – тигр в разрезе. Иначе говоря, Ваша
структура и критерии. Прозрачность. Понятность

6. Что нас интересует?
 Определение выборки (Кто, какие конкуренты нас интересуют)
 Критерии, которые нас интересуют (учитывая ограничения по
времени и тд)
 Assumptions
Что мы с этим делаем?
 Gather
 Interview
 Discuss
 Check
В результате:
 Consuming &/or Marketing &/or Sales plan
 Business Model
 YOU WILL HAVE GAPS
 Research is a pace when you reduce uncertainty
Методология

7. Главное скелет, который даст ответ на основные вопросы.
Fishbone Analysis
SWOT
Marketing Analysis (4P/ 4C)
Stakeholder Analysis
Interviewing
Baselining
(up to the previous periods)
Coverage matrices
(Table with Vertical market coverage)
Functional Decomposition

8. List of competitors
Place / Convenience
» Location of sales offices in EU / USA vs. HQ in EU / USA
» Classification of software outsourcing nations
» Key customers
» Ease of finding the company information about it and services etc (Key words +average
search volume)
Product / Consumer
» Specialization of the competitor: a) Vertical expertise, b) technologies used, c) expertise
» Added value they offer
Promotion / Communication
» Events they took part in
» Media
» Connections (Website, FB, TW, LD, Slideshare, Youtube, Wiki, Flickr, other)
» Expertise, certifications and/or awards – postioning on-site
» Testimonials
» Developers speak – the negatives (Developers.com.ua)
Price / Cost
» Trends on low or high end of the market, low pricing, discounts etc.
Sources
» Website
» News on our competitors, published online at
news sites or in sector specific magazines
» Developer.org.ua
» Blogs
» Social media (Facebook, Twitter, LinkedIn)
» Test-call
» Others
Results (– need to communicate)
» 1) Finding out competitors’ strengths, success
factors, price level, quality of their services,
added value, etc.
» 2) Finding the niche, trying to be different by
offering an ‘added value’. Why are we different?
Positioning
Как это было в маркетинг-исследовании конкурентов, 20NN

9.  Industry
 Geography
 List of Competitors
 Target market
 Customers
 Business Problems Addressed (Goals and Objectives, why is the solution needed)
 Stakeholders problems addressed
 Solution requirements
 Security
 Support
 Ease of Use
 Performance
 Management
 Interoperability
 Flexibility
 Built-in Applications
 Commerce
 Specifications
 IT Paradigms (Multi-platforms, Mobile, Cloud etc.)
 Feature Analysis (Sharing, Collaboration features, Analytics and Integration with third parties etc.)
 Key Differentiators
 Cost
 Conclusion
*- мои предположения, без детальной проработки.

11.  What Competitors say (case studies, public web info etc.)
 What Users say ( thematic forums, social media)
 What researchers say (trusted sources: reviews, market reports, investors’, bankers’, auditors’
reports etc.)
 Primary requirements we’ll collect from the customer
 + We’ll understand the business case as well
 We’ll have the picture of the Solution’s market
 Thus marketing and rollout plan and picture of risks and assumptions
Competitors’ Sources
As a result:

12. Traditional Sources:
 Find a Mentor
 Trade Organizations
 Trade Shows and Conferences
 Face-to-Face Networking
Online Sources:
 Company Information
 Blogs (keywords, Technorati, TechCrunch, Mashable)
 News & Trade Press Articles
http://dir.yahoo.com/business_and_economy/business_to_business/news_and_media/magazines/tr
ade_magazines/
 Linkedin (Use social networking sites like Twitter and LinkedIn to find industry leaders)
 Google Alerts (!)
 Forums
 Industry overviews
 Investment & Analyst Reports
 Purchased & Licensed Resources, Industry Benchmarks & Ratios
Competitors’ Sources – Reputable?

13. Competitors’ Research In Business Analysis
Project
Definition
Environmental
Situation
Competitive
Situation
Analysis of Past
Performance
Resources &
capabilities
Project
Objectives
Opportunities
& Threats
Strengths &
Weaknesses
Specification of
Present Project
Impact Analysis
- Identify
Skills needed
- Develop
Potential
Benefits
Risks
( Cost /
Schedule /
Technical )
Decisions /
Results

14.  Defining business problems
 Defining problem statement
 List of problems from all shareholders
 Is it a problem? Select problems from not problems (“It takes 45 minutes to process data”)
 Can you solve it? (Out of scope if not and contribute to manager)
 “Don’t have a website” (problem), but problem is loosing traffic
 Is it a symptom of a different problem?
 Result- shorter list (resolved as a symptom of a problem- group, still a problem)
 Business problem statement
As a result documented:
 -Facts
 -Questions
 -Assumptions
 -No info
Research on shortlist  START