How to Spy on Your Competition
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This document discusses how to gather competitive intelligence through various methods like ad spying, keyword spying, traffic spying, SEC filings, and job site monitoring. It provides examples of tools that can be used for each method and recommends developing an action plan based on insights gained. The document also quotes Seth Godin that competition validates categories and allows sales to be defined. It warns of ethics around competitive intelligence gathering based on a past example.
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How to Spy on Your Competition
- 2. @timmatthewssv “Competition validates you. It creates a category. It permits the sale to be this or that, not yes or no.” - Seth Godin @timmatthewssv
- 3. ABOUT TIM •Started in Sales as an SE, moved to Marketing •Five startups, three acquisitions •Also worked for large, public companies like SYMC and RSAS •Over $200M in SaaS revenue generated @timmatthewssv And I wrote this book http://www.slideshare.net/timmatthews2011/how-to-spy-on-your-competition
- 4. 5 COMPETITIVE QUESTIONS THAT NEED ANSWERS @timmatthewssv Question How to Find Answers How are they creating awareness? Ad Spying What customer problems are they focusing on? Keyword Spying Where is their traffic coming from? Traffic Spying How much money are they making? SEC Sleuthing What projects are they planning, and what will they focus on? Job Site Monitoring
- 5. THE ETHICS OF COMPETITIVE INTEL @timmatthewssv In 1997, designer Steven Louis Davis faxes Gilette razor designs to Warner Lambert and Bic. Gets caught. Spends 27 months in prison.
- 11. @timmatthewssv What can this woman teach you? @timmatthewssv
- 12. SEC FILINGS •10K – Cost of acquisitions •S1 – Cost and revenues of your competitors (and how much they make ;) •10Q – Quarterly revenues •* Read the footnotes @timmatthewssv
- 14. JOB SITES • Find out who they are hiring • More Java developers? • Find out where they are hiring • Salespeople in the UK? • Find out what employees and jobseekers think (Glassdoor) • Do you have a talent hiring advantage? @timmatthewssv
- 15. ACTION PLAN – PUTTING IT ALL TOGETHER @timmatthewssv Question How to Find Answers What to Do How are they creating awareness? Ad Spying Compare messaging. Buy ads. What customer problems are they focusing on? Keyword Spying Evaluate you SEO strategy Where is their traffic coming from? Traffic Spying Build links. Guest blog. How much money are they making? SEC Sleuthing Know where you really are What projects are they planning, and what will they focus on? Job Site Monitoring Prepare for a new launch. Positioning.
- 16. TWEETABLE TAKEAWAYS • How to Spy on Your Competition http://bit.ly/1HPWYSE via @timmatthewssv #presentation • HT @timmatthewssv Competition validates you. It creates a category. via @ThisIsSethsBlog • @timmatthewssv Know how competitors are acquiring customers w keyword, traffic and ad spying @adbeat_com @spyfu @iSpionage @SimilarWeb • Don’t overlook SEC filings for competitive info via @timmatthewssv @timmatthewssv For more on competitive positioning, Chapter 2 http://amzn.com/0692232850 http://www.slideshare.net/timmatthews2011/how-to-spy-on-your-competition
Editor's Notes
- Quote from Berekeley Ethics Class: The course will explore those characteristics of human nature that hinder realization of maximum individual and collective potential as well as those characteristics and practices that can, with cultivation, allow us to more fully realize our inherent integration, imagination, creative capacity, and fully-satisfying participation in the Earth adventure. The real lesson – don’t do something you can go to jail for. Tell Gilette Story: Steven Louis Davis was an engineer at Wright Industries, a company Gillette contracted to assist with the development of its next generation shaver system. In 1997, Davis faxed and emailed drawings of Gillette’s new razor to rival companies –Warner Lambert, Bic, and American Safety Razor. As faxes and emails are not the most sophisticatedly covert ways to divulge trade secrets, Davis pled guilty to theft and wire fraud and, in 1998, was sentenced to 27 months in prison.