Analyst Tools, Competitive Analysis, and Market Intelligence

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Presentation by Fred Wergeles, President, Fred Wergeles & Associates, at Smart Content: The Content Analytics Conference, October 19, 2010, http://smartcontentconference.com

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Analyst Tools, Competitive Analysis, and Market Intelligence

  1. 1. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. Analyst Tools, Competitive Analysis, and Market Intelligence Fred Wergeles President Fred Wergeles & Associates LLC
  2. 2. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. About Fred Wergeles & Associates LLC Specialists in Competitive Intelligence, Market Analysis and Strategic Planning Experts in Innovative CI Solutions – Competitive Intelligence System Design, Development and Implementation CI – Strategic Planning – Market Research – Marketing – Sales – Outsourced CI services – Small and Large firms – Competitive Assessments – Customized Training, Coaching and Professional Development
  3. 3. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. Fred Wergeles, Founder and Principal 18 years at CIA, White House and Pentagon CI Manager at a Fortune 100 company Adjunct Professor at Univ. of Hartford Barney School of Business – MBA program in Market & Competitive Analysis Founder, CT Economic Gardening Group Strategic and Competitive Intelligence Professionals (SCIP) - International Board of Directors SCIP Catalyst Award winner CT SCIP chapter coordinator Nationally-known speaker for business groups
  4. 4. Competitors Products MarketsCustomers Technology Understanding Competitor Understanding Typical Intelligence Action Plan • Published information • Human Source Interviews • Technical Conferences • University Research • Government Research Representative Key Questions What is the expected future market size? What is the state of current technologies? Are there emerging, potentially disruptive, technologies? What are the plans & strategies of the competitors? • Acquire • Divest • Invest, Prod. Dev. • Marketing • Emerging Technologies • Competitors’ Activities • Market Trends • Regulatory Issues RegulationsTechnology Market Understanding New Questions
  5. 5. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. Case Study Construction Management firm wanted to understand the competitive landscape in preparing a bid to build a local school – Who were the key decision makers? – Who were the “influencers” ? – Who were the primary staffers for the customer? – Who were the competitors/subcontractors? – How were the competitors planning to bid? What were relationships between any/all of the key players? – Were there any non-obvious connections? 5
  6. 6. © 2010 Fred Wergeles & Associates LLC All Rights Reserved.
  7. 7. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. Information Needs & Sources Information Needs: Municipal leaders, staff personnel School board members/spouses Competitors’ management, bid teams Subcontractors’ key personnel Sources: Newspapers, journals, blogs Special interest groups Town records, school board minutes Human sources – journalists, municipal employees 7
  8. 8. People-to-People Connections ?
  9. 9. People-to-Organization Connections
  10. 10. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. Results Identified some obvious and non- obvious connections between: – School board members and Competitors – School board members and Subcontractors – Administrative staff and Competitors and subcontractors – Competitors and other Subcontractors 10
  11. 11. © 2010 Fred Wergeles & Associates LLC All Rights Reserved. Q & A Fred Wergeles & Associates LLC (860) 408-9093 Fred @ IntelStrategy.com Twitter: @FredWergeles LinkedIn: http://www.linkedin.com/in/fredwergeles 11

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