Interview guide Question 1.

Background Company type (sole proprietor/partnership/private limited) nature of business- what products/services size of company (share/paid up capital, workforce size) age of company (establishment date) location Rationale To understand the company To be reported under section 1.0 Background of company

some example: Whats your name and title? How long have you been in business? What motivated you to start this business? Can you describe your business? What are you best known for and why e.g special product./special service you offer, etc.? 2. Ask about their vision, mission statement, and objectives. However for some companies especially small entities, their vision, mission is not explicitly stated, therefore during interview, ask their company direction, and what are their goals (may be can capture while asking about long-term business plan) to quote their statement on companys direction 3. Assessment of the external environment of the company (information can be gathered via a desktop study/browsing and get confirmation during interview) Competitiveness of the industry - Ask who are their rivals (if possible ask them to name 2 or 3 rivals whom share the same market / targeted customers) Factors that drive industry change ask what factors that may force them to change e.g. change of gov policy, may ask them share their past experience. Companys market position - Ask who are their targeted customer/scope coverage/market share. (to identify their market focus i.e. mass market/niche market) Key factors for competitive success - Ask what are key success factors to succeed in their industry quote their statement) - What product attributes/service characteristic are crucial to competitive success - What resource and competitive capabilities must the company have - What shortcoming are almost certain to put the company at a significant competitive advantage (if any)
to capture companys direction and goals to be reported under section 2.0 Interview result

to be reported under section 2.0 Interview result to help us develop value proposition

4. Ask

what are their strategy What resource and capabilities do they have What are their strength and weaknesses/constraint What opportunities available for them What are things / issue/matters that they feel that threaten them How is their cost structure do they produce at very low cost?

To assess internal environment to be reported under section 2.0 Interview result

What sets your business aside from others in the field? Why should a customer choose your business? What keeps your customers coming back? What geographic region do you serve? What about your business makes you the most proud? 5. Company Strategy Generic strategy Complementing strategy Competing in international markets Diversification
to be reported under section 2.0 Interview result