ASSIGNMENT 2: Competitive analysis

The objective of this Assignment is to assist in your overall validation process and the
development of your UVP (Unique Value Proposition).

Select 2 direct competitors for analysis. Remember that direct competition is similar in:

Offering

Target customer segment/s

Operation size

Choose 1 competitor related to your primary customer segment (segment #1) and 1 related to
your secondary customer segment (segment #2). If you have more than 2 customer segments,
you can choose 1 competitor for each and expand the worksheet accordingly. The third
column is an initial evaluation of your business.

This worksheet will help you work on:

VALIDATION PROCESS INTERVIEWS (Module 2)

VALIDATION PROCESS UVP, CHANNELS AND REVENUE STREAMS (PRICING), Module 3

BUSINESS PLAN BUSINESS DESCRIPTION & CUSTOMER SEGMENTS section

IMPORTANT:

Once you completed these worksheets, evaluate the information and summarize your
conclusions of this assignment in Assignment 4. Please DO NOT insert the worksheet tables
into the Main body of the Plan as it can instead go in the addendum of your business plan if
necessary. The content can be described where needed.

1
 COMPETITOR #1 COMPETITOR #2 YOUR BUSINESS
Company Name Country Hills Edgemont Chiropractic Spine Align
Chiropractic and Sports and Wellness Chiropractic and
Therapy Wellness
Target Family based practice Family based practice Family based practice
Customer with a patient centred, with a speciality in pre that has a component
multidisciplinary and post natal patients allowing for patients to
approach to be treated in a mobile
setting (esp. seniors)
Product/Service Chiropractic, massage, Chiropractic (prenatal, Chiropractic, massage,
Offering physiotherapy, athletic labour prep, postnatal, accupuncture,
Or specialty or therapy, personal infant and child), occupational therapy,
niche training, massage, accupunture, naturopath, Graston,
accupuncture, ART, pelvic floor Laser Therapy, varicose
Graston, Shockwave, physiotherapist, vein injections,
utrasound, TENS naturopath compression stockings
stimulation, custom
orthotics
Geographic Located in Country Located in Edgemont in Located in Hidden
Focus Hills in NW Calgary, NW Calgary, young Capitol Hill in NW
young community community Calgary, older
community, middle-
upper class
Image/ Positive reputation, Well established as one Seen among Calgarys
Reputation especially with young of the pre/post natal population as one of
Strengths and weekend warrior specialists in Calgary the best known clinics
Weaknesses types to do house calls

Price Range Initial - $130 Initial -$95 Mobile - $60-130

Subsequent - $65-95 Subsequent - $50-70 In House - $40-70

Unique Value Our team is focused on Combining skill and It is our mission to
Proposition of providing an excellent expertise that spans the inspire our practice
Competitor standard of care that entire chiropractic members to reconnect
works not only to wellness spectrum, with their life's vitality
alleviate symptoms weare committed to and achieve their
and reduce pain but bringing you improved optimum health and
also strives to optimize health and a better way wellness potentials,
biomechanics and of life by teaching and wherever the patient
function. Our practicing the true needs.
complete and principles of
collaborative approach Chiropractic Wellness.
to patient care
provides effective,
efficient, and long-
lasting results

2
 COMPETITOR #1 COMPETITOR #2 Your Business
Company Name Country Hills Edgemont Chiropractic Spine Align Chiropractic
Chiropractic and and Wellness and Wellness
Sports Therapy
Top 3 Channels Facebook Facebook Facebook
Instagram Instagram Local Senior Centres
The local crossfit gym Mommy-blogs Sherpacentre (support
for local seniors)
Evaluation of Strong social media Has created quite Being a partially mobile
Marketing prescence. Posts 2x/ impression on new mom clinic creates talk
Tools/Material day (enough to get community, with many amongst people.
noticed without being referrals due to blog Attending local seniors
annoying) and has posts and word of homes to adjust allows
local blog that informs mouth referrals. Strong clinicians to have
patients of current presence on social communicate with
research published media that is well others there.
integrated into website Sherpacentre gives all
referrals to spine align
Sales Estimate 250,000-350,000 300,000-400,000 300,000-400,000
(range only)

Other Website is super Website is very modern Website is full of

Observations modern and easy to with all the up to date supportive information
navigate. Has lots of info about chiropractic - looks like they really
new information and is and pregnancy. Has a care about the entire
very relevant to their live chat if patient has family, especially if
patient population. An any questions - and children are worried
online portal that those who dont have as about their aging
allows them to book much of an experience parents. Lots of
appointments online with chiropractic would research written in
with ease makes know what to expect Laymans terms about
booking very easy for with their first visit the benefits of
patients. Instructional moving forward. chiropractic care,
videos on stretches especially for the senior
and proper technique population.
are everywhere!