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Competitive Intelligence and Market
Research in IT
How to Apply it for IT Companies and SaaS startups
Corélia Kostovic
Digital Strategist, Market Analyst
CleverToday
My surprise when coming to Québec
Competition is not really considered
Few data are available (sales, capital, etc)
Companies don’t really keep an eye on their
own online reputation or comments
But IT companies in Quebec want to be
more competitive...
1. Adopting a competitive and scalable tax environment
2. Optimizing business processes and treatment of tax measures and tax credits
3. Supporting distribution and export
http://www.aqt.ca/fr/laqt-presente-ses-recommandations-pour-que-les-entreprises-dici-cessent-detre-penalisees-face-leurs
“Recommandations for local companies to
stop being penalized by their main Canadian
and international competitors”
Indeed, nobody lives in a vacuum. Ever.
What is Competitive Intelligence?
Competitive Intelligence is not...
only about competitors only for big companies just a one-time study
Competitive Intelligence is a methodology
Competitive Intelligence is a mindset
Use all the information available around you
Sources
Human
sourcesPublic
instituti.
Biz
press
Internet,
social
media
Deep
Web Patents
Source
code
Share all you know with sales, dev,
managers,...
Why is it so important in IT? (1/ 2)
Why is it so important in IT? (2/2)
STARTUPS
Convince investors
Quick responding competitors
LARGER COMPANIES
Anticipate market change
Prospect M&A opportunities
Bigger competitors
Then, how about Market
Research?
The best clue is THE USER
DEMAND USAGE TIMING
Market research techniques in IT
FOCUS GROUPS ONLINE SURVEY CONCEPT TESTING
QUALITY FUNCTION
DEPLOYMENT
LEAD USERS
PROTOTYPE TESTING
CUSTOMER VISIT EMPATHIC DESIGN
What often goes wrong with new techno?
Then, combine Competitive Intelligence and
Market Research results
How do the others
perform CI?
Amadeus IT Group and innovation analysis
How about us?
How we collect information for internal
purposes
For the sales team:
● Strategic networking events
● Who is making business with who (Agencies mandates)
● Due diligence on serious prospects
For programmers:
● Key market indicators on a product, a competitor or a technology
How we decided not to invest the APM
market
Monitoring solution prototype developed internally:
We did:
● Study the APM market
● Select the right sources of information to get
trends (APM Digest)
● Test competitors product and pricing
● Read documentation
A special message
to women
Merci :-)
Corélia KOSTOVIC
Digital Strategist
corelia@clevertoday.com
514-582-7880

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Competitive Intelligence and Market Research in IT: How to Apply it in IT Companies and SaaS Startups

  • 1. Competitive Intelligence and Market Research in IT How to Apply it for IT Companies and SaaS startups Corélia Kostovic Digital Strategist, Market Analyst CleverToday
  • 2. My surprise when coming to Québec Competition is not really considered Few data are available (sales, capital, etc) Companies don’t really keep an eye on their own online reputation or comments
  • 3. But IT companies in Quebec want to be more competitive... 1. Adopting a competitive and scalable tax environment 2. Optimizing business processes and treatment of tax measures and tax credits 3. Supporting distribution and export http://www.aqt.ca/fr/laqt-presente-ses-recommandations-pour-que-les-entreprises-dici-cessent-detre-penalisees-face-leurs “Recommandations for local companies to stop being penalized by their main Canadian and international competitors”
  • 4. Indeed, nobody lives in a vacuum. Ever.
  • 5. What is Competitive Intelligence?
  • 6. Competitive Intelligence is not... only about competitors only for big companies just a one-time study
  • 9. Use all the information available around you Sources Human sourcesPublic instituti. Biz press Internet, social media Deep Web Patents Source code
  • 10. Share all you know with sales, dev, managers,...
  • 11. Why is it so important in IT? (1/ 2)
  • 12. Why is it so important in IT? (2/2) STARTUPS Convince investors Quick responding competitors LARGER COMPANIES Anticipate market change Prospect M&A opportunities Bigger competitors
  • 13. Then, how about Market Research?
  • 14. The best clue is THE USER DEMAND USAGE TIMING
  • 15. Market research techniques in IT FOCUS GROUPS ONLINE SURVEY CONCEPT TESTING QUALITY FUNCTION DEPLOYMENT LEAD USERS PROTOTYPE TESTING CUSTOMER VISIT EMPATHIC DESIGN
  • 16. What often goes wrong with new techno?
  • 17. Then, combine Competitive Intelligence and Market Research results
  • 18. How do the others perform CI?
  • 19. Amadeus IT Group and innovation analysis
  • 21. How we collect information for internal purposes For the sales team: ● Strategic networking events ● Who is making business with who (Agencies mandates) ● Due diligence on serious prospects For programmers: ● Key market indicators on a product, a competitor or a technology
  • 22. How we decided not to invest the APM market Monitoring solution prototype developed internally: We did: ● Study the APM market ● Select the right sources of information to get trends (APM Digest) ● Test competitors product and pricing ● Read documentation
  • 24.
  • 25.
  • 26. Merci :-) Corélia KOSTOVIC Digital Strategist corelia@clevertoday.com 514-582-7880