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Competitive Analysis
Competitive Analysis
Overview
[INFORMATION TYPE]
• Access industry type information using
Google, Forrester, e-marketer, et cetera: Relevant Chart
• Consumer budgets
• Consumer awareness
• Sales cycles
• Benchmarks (CR, CTR, CPC, Open Rates)
• Trends
• Social media Relevant Chart
Industry Analysis
ENVIRONMENTAL FORCES
Threat of new
entrants
• Evaluate the industry according to
Porter’s Five forces:
• Threat of new entrants
ENVIRONMENTAL FORCES
Threat of new
entrants
• HIGH threat of substitutes
• List of companies
• List of companies
Bargaining power Rivalry among Bargaining power
• Point of analysis
• Point of analysis
Threat of substitute
• Point of analysis products or services
Competitor Discovery
Paid
answered by conducting online
searches with a diverse group
of relevant keywords
• Keywords associated with
Organic
potential customers’
motivations
Competitor Segmentation
Using the competitors identified in online search results, we will segment the competitive
landscape in terms of [number] determinant attributes:
1. Attribute one
2. Attribute two
3. Attribute three
OBSERVATIONS 350,000+
Shutterstock
Fotosearch
iStock Photo Dreamstime 123rf
depositphoto
• Point of analysis
• Point of analysis Getty Images
Unique Visitors
fotolia
• Point of analysis SuperStock
bigstockphoto
RGB Stock
Alamy
ImageSource StockFresh
BlendImages
0 5
Value Proposition Communication Score
Low High
Competitor Segmentation (option 2)
OBSERVATIONS High
• Point of analysis
120,000
Pimsleur
Unique Visitors
• Point of analysis Pimsleur
Transparent
• Point of analysis 60,000 Language
Mango Berlitz
LEGEND Languages
• Bubble size: number of languages offered 30,000
Voxy
• Color: competitor business model
Ouino
• One-time buy Michael
• Subscription Thomas
• Color shade: Value presentation score Low
• Light colors = weak VPS $0 $1,200
• Strong colors = strong VPS Price
Low High
Competitor Segmentation (option 3)
● Dovico
DIRECT COMPETITION
● Intacct ● Certify
• Point of analysis
● Cyma ● BellWetherCorp • Point of analysis
● Peachtree
● Avidian (NetSuite) • Point of analysis
Accounting
● Asapsystems
Pimsleur
Sales & • Point of analysis
Inventory Expenses
● ClearlyInventory
●SpendMap (Sage)
● Fishbowl Company X
● Gigatrak
Invoicing
Full
Service Payroll ● OpenAir INDIRECT COMPETITION
(NetSuite)
●SageAbra (Sage)
● Quickbooks • Point of analysis
● Syspro
● HarrisData • Point of analysis
● NetSuite
●Kronos
●Sure Payroll • Point of analysis
● SAP ● SageMAS (Sage)
• Point of analysis
Competitor Review
Based on [segmentation variables] and competitive market, we have identified the following close
competitors whose strengths you can gain valuable insight from:
• [Competitor 1]
• [Competitor 2]
• [Competitor 3]
• [Competitor 4]
We will examine these competitors in several key areas paying close attention to strengths that we
can learn from:
• [Key area 1, e.g. “Lead generation tactics”]
• [Key area 2]
• [Key area 3]
Competitor Review – Lead Generation Tactics
[COMPETITOR]:
• Point of analysis
Relevant Screenshot
• Point of analysis
• Point of analysis
• Point of analysis
Relevant Screenshot
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