overview of market intelligence, samples of how it can be used for product managers, and tips/sources to collect information

1. Market/Competitive Intelligence
for
Product Managers
Product Camp
March 23, 2013
1

2. Agenda
 Market/Competitive
Intelligence Overview
 Examples
 Tips & Sources
 Q&A
2

3. Overview of Market Intelligence
3

4. Macro Environment
Industry
Internal
g
4
Business Environment

5. Political /
Potential
Legal / Technology
Entrants
Regulatory
Industry
Suppliers Buyers
Competitors
Social / Economy &
Substitutes
Cultural Environment
5

6. Social/Cultural
Dry Cleaning Example  Slow shift to casual dress.
Technology
 Product you can put in clothes dryer to simulate dry
cleaning.
Economy
 In down economy dry cleaning is used less frequently.
Political/Legal/Regulatory
 Environmental regulations make main cleansing agent,
perchloroethylene (“perc”), more expensive.
 Government calls perc a “potential carcinogen.”
Environment
 EPA considers perc a hazardous waste. Landlords don’t
want to rent space fearing chemicals will contaminate the
property.
Suppliers
 Cost of wire hangers is up 15-20% due to new duties
imposed on imports from Vietnam.
 Green cleansing agents don’t work as well as perc > more
time on spotting board getting stains out by hand.
Customers
 Customer service is crucial.
Competitors
 Mom-and-pop operators, some chains.
 Upfront investment is costly and takes years to pay off.
Substitutes
 Washing machines at home.
 Clothing rentals.
Potential Entrants
6
 P&G is entering market with Tide stores.

7. Market Intelligence Examples
for Product Managers
7

8. Market/Industry Information
 Market Size
 Market Segmentation
 M&A Activity
 Market Research (Public Opinions)
 Trends
 Environmental Scan
 Industry Events
8

9. Environmental Scan
Political /
Legal / Potential
Technology
Regulatory Entrants
5 9 10
8
Industry
Suppliers 5 6 Buyers
Competitors
4 9 7
Social / Economy &
Cultural Substitutes
Environment
Macro Environment Industry Strength of Force

10. Industry Events
Company B
Company N
Company A
Company H
Company J
Company F
Company I
Totals
Company C
Company G
Company E
Company K
Company D
Company L
Company M
Conference / Show Place Date Website
Conference A Beijing, China 2012-12 0
Conference B Dallas, TX 2012-12 1 1 1 1 1 5
Conference C Istanbul, Turkey 2012-12 1 1 1 3
Conference D Las Vegas, NV 2012-12 1 1 1 1 1 1 1 1 8
Conference E San Francisco, CA 2012-12 1 1 1 1 1 5
Conference F Washington, DC 2012-12 1 1
Conference G London, England 2012-11 1 1 1 1 1 1 1 1 1 1 10
Conference H Toronto, Canada 2012-11 1 1
Conference I Vienna, Austria 2012-11 1 1 1 3
Conference J Amsterdam, Netherlands 2012-10 1 1 1 3
Conference K Chiba, Japan 2012-10 1 1
Conference L Chicago, IL 2012-10 1 1 1 1 1 1 1 7
Conference M Frankfurt, Germany 2012-10 1 1 1 1 4
Conference N Nashville, TN 2012-10 1 1 1 1 1 1 1 1 8
Conference O New York, NY 2012-10 1 1 1 1 1 1 6
Conference P Washington, DC 2012-10 1 1 1 3
Conference Q Orlando, FL 2012-10 1 1 1 1 4
Conference R San Francisco, CA 2012-10 1 1
Conference S San Jose, CA 2012-10 1 1
Conference T Denver, CO 2012-10 1 1 1 1 1 1 1 1 1 9
Conference U Singapore 2012-10 1 1 1 3
10

11. Customer Information
 Persona/Human Factors Information
 Internal Decision-Making Process
 How Vendors Identified
 Decision-Making Criteria
 Product/Solution Selection Criteria
11

12. Vendor Identification
Vendor Identification Methods
Sales Rep / Already Knew Industry Analyst
Consult. / Vendor / Reports
Distrib. Product 5%
17% 14%
Peers / Social RFP/RFI
Networking 2%
22%
Internet Search
26%
Trade Show/
Conference
14%
12

13. Decision-Making Criteria
Decision-Making Criteria (1 = no importance; 5 = key criteria)
Partnerships 3.3
Integration Capabilities 4.0
References 3.2
Price 3.8
Product Road Map 3.8
Ease of Use 4.1
Successful Implementation 4.5
ROI 3.8
Product Features 4.4
Vendor's Customer Base* 3.2
Vendor's Brand* 2.6
Vendor's Financial Stability* 3.7
Vendor's Company Size* 2.7
Technical Fit* 4.6
0.0 1.0 2.0 3.0 4.0 5.0
13

14. Final Selection Criteria
Final Selection Criteria AAA BBB CCC
0 2 4 6 8 10 12
Ease of Use
Integration w/HW & SW
Price
Performance / Functionality
Relationship w/Vendor
ROI
Svcs (training, support, proj mgmt)
Tech Support (local)
Time (quick implement)
Vendor Reputation
Vision / Roadmap
14

15. Competitor Information
 Partnerships
 Vendors in Initial/Final Selection
 Profiles
 Marketing Analysis
 Product Comparison
 Segmentation by Variables
 Competitor’s Customer Base
15

16. Company Profiles
(for competitors, partners, suppliers, distributors, etc.)
Company Description, History, Key Milestones, Organizational Structure, Strategic/
Corporate Info
Financial Plans, Technology Achievements/Developments, Addresses, Websites
Finances, Credit Score, Key Acquisitions, Investments, Funding, Investments by
Financial
Departments
Strategy Corporate Strategy, Business Model
Legal Intellectual Property, Legal Issues, Licensing
Geographical Markets Geographic Distribution of Sales, Worldwide/Regional Presence
Head Count, Recruiting/Layoffs/Departures, Benefits/Compensation Plans/Stock
HR-Related
Options, Corporate Culture, Key Personnel, Board Members
Facilities # Facilities, Size, Own/Lease
Strategy, Positioning, Perceived Competitive Advantage, Website Updates, Advertising,
Marketing
Branding, Marketing Claims
Suppliers & Partners Supplier Info, Partnership Programs, Specific Partners, Distributor Info
Customers Target Market, Size of Customer Base, Specific Customers
Competitors Identity of Competitors, Segmentation
Pricing Pricing, Sales Tactics
Memberships /
Memberships, Affiliations, Exhibiting at Shows/Conferences
Events
Awards Awards, Achievements
Products / Solutions Product Info, Solution Info, Technology/R&D, Plans for Future
Services Professional Services, Training, Customer Service, Technical Support
Trade Shows Reports from Visits at Events
16

17. Marketing Analysis
Web  XXX is surprisingly
Presence
15
strong in its
12 marketing.
Social &
Partnerships
9
Other  Though their website
6
3
Media is navigable, it lacks a
0 lot aesthetically.
Industry
 The company needs to
Analyst Trade Shows build its partnerships
Recognition … and enhance
industry analyst
Internationa
l Presence
recognition even
more.
17

18. Product/Feature Comparison
Feature Comparison Feature A
4
3.5
Feature H 3 Feature B
2.5
2
1.5
1
0.5
Feature G 0 Feature C
DDD
Feature F Feature D EEE
FFF
Feature E
18

19. Segmentation: Product/Application/$
Vendors Considered by Product/Application/$ AAA BBB CCC
6
5
4
3
2
1
0
19

20. Competitor’s Customer Base
EEE Clients' Industries (Deals They Won)
Home Décor
Service Industry 7%
(incl. Professionals)
7%
Automotive
Telecom & Wireless 46%
20%
IT & Technology
Healthcare /
7%
Pharmaceutical
13%
20

21. Product Information
 Product Strengths/Weaknesses
 Future Needs
 Valued Features/Functions
21

22. Valued Features/Functions
Most Important Features/Functions
0 1 2 3 4 5 6
AAA
7 8
BBB
9
CCC
10
Feature A
Feature B
Feature C
Feature D
Feature E
Feature F
Feature G
Feature H
Feature I
Feature J
Feature K
Feature L
Feature M
Feature N
Feature O
Feature P
Feature Q
Feature R
Feature S
Feature T
Feature U
Feature V
Feature W
Feature X
22 Source: Win/Loss Analysis

23. Sales Information
 Would Customers Recommend?
 Comments on Marketing/Sales Tools
 Comments on Sales Process
 Levels From Decision-Maker
 Win/Loss Analysis by Deal Value
 Win/Loss Reasons
23

24. Levels From Decision-Maker
Levels From Ultimate Decision-Maker
Don't Know
5%
Collaborative 0 = self
Decision 21%
16%
Other Dept
5%
1 = boss
Finance
16%
5%
2 = boss's boss
32%
24

25. Win/Loss by Deal Value
Product Win/Loss by Deal Value
7
6
5
4
3
2
1
0
<$25K $25K-$49K $50K-$99K $100K-$199K $200K-$499K >$500K
AAA Won AAA Lost BBB Won BBB Lost CCC Won CCC Lost No Product Purchased
25

26. Win & Loss Reasons
Loss Reasons to EEE - All Deals
Stay w/Incumbent Price
29% 23%
Relationship
w/Competitor
Product Attributes 18%
Technology
6%
24%
26

27. Tips & Sources to Enhance MI/CI Efforts
27

28. 28
Create a CI Culture

29. 29
Employees

30. 30
Customer Feedback

31. 31
Google Alerts

32. Company Websites
 Meta tags (key words)
 Job openings
 Management
 News articles
 Product information
 Be wary
32

33. Securities &
Exchange
Commission
33

34.  Track employee movements
 Job openings
 Groups
 Customer wins
 Watch your own settings for privacy!
34

35. 35
Social & Other Media

36. 36
Industry Analysts

37. Trade Shows / Conferences
37

38. 38
Trade Pubs/Orgs

39. THANK YOU!
Shelly Azar
www.insightresearchers.com
shelly@insightresearchers.com
314-225-7815
39