Презентація з Kyiv PMDay 2019 Main - www.pmday.org Project Management Day Fb - https://www.facebook.com/pg/pmdayconference Youtube channel - https://www.youtube.com/user/StartupLviv Telegram channel - https://t.me/uapmday

1. Competitive analysis
in product and service companies

2. About the speaker
This slide should show how awesome the speaker is.

3. Agenda
What is competitive analysis?
Why to analyze your competitors?
Competitive analysis as a service
Success cases
Competitive analysis framework

4. Competitive analysis = capturing information on competitors'
metrics that matter most to your own business.

5. Competitive analysis helps answer core questions:
● Are there other companies doing exactly what I (want to) do?
● Are my potential customers getting a product or service at the
level that they want or need?
● How can my product bring more value to my customers?
● How can my product make more money?

6. Who are your competitors?

7. Know your competitors
Source-Intercomblog

8. No competition = no problem

9. Market & Competitive research is made
definitely not to:
● Be stored in annals of history;
● Look at it ever again;
● Make it just everybody does it.

10. Market & Competitive research is made to:
● See market expectations;
● Validate problems;
● Create better positioning;
● Get deep market knowledge;
● Scoping & Feature prioritization;
● Create basis for your Go-to-market.

11. VS
VS VS

12. Competitive analysis is not about feature wars.
It’s about differentiation, value delivered and
competitive positioning.

13. Info sources
● Customers
● Products
● Win/Loss analysis
● Public companies reports
● Web analytics
● Industry publications and
associations
● Blogs and others social media
● Conferences
● Webinars
● Hiring.

14. Tools
● Reviews: G2Crowd, Capterra, Founderkit, ProductHunt, GetApp);
● Competitors: InsideView, Owler;
● Traffic: SimilarWeb, SEMRush, Ahrefs, SerpStat;
● Tech stack: Builtwith, What runs;
● Pricing: Competerra, Kompyte;
● Organization, personnel: LinkedIn, Indeed;
● Researches: Gartner, Statista, Forrester, Nielsen);
● Customers: Quora.

15. When do you need it?
Before building
product:
Growth:
Maturity:
● validate problem and market;
● find niche and distinctive competencies;
● define/adjust pricing.
● no time for competitive research;
● establish benchmark for key metrics (CAC, LTV,
Retention).
● steal adapt product ideas;
● find distinctive competencies; review strategy;
● gain market share.

16. The art of stealing
+ stories
+ music
+ IGTV
=
=
=

17. Competitive Analysis as a Service

18. You already have a buy-in!
● C-level wants to bring added value to the client;
● Account manager/client success - expand account, find
new opportunities;
● Project manager - increase CSAT/NPS, quality;
● BA/Product - to provide more context to the team (make
sure the team understands what we are working on).

19. Pros & Cons
Pros:
● relatively cheap;
● more value to the client;
● more context to the team;
● account expand;
● could be an additional revenue
($10-20k for enterprise account).
Cons:
● still need time and $;
● client is not always ready to listen;
● lack of market context and info.

20. Scenarios
1. Sell it as a part of the deal;
2. Give it as a free service;
3. Internal use.

21. Cases

22. Big client case
Product manager was a part of Discovery
project team:
● Large project, building platform from
scratch;
● Product manager convinced client showing
deep level of expertise;
● It’s necessary for long-term product success;
● Competitive products were actually bought
and inspected.
Results:
additional revenue
generated.

23. Small client case
Product Management workshop
as a Service:
● market research;
● competitive landscape;
● persona definition;
● problems mapping;
● solution definition;
● strategic roadmapping.
Result:
● proposed features
added to roadmap;
● team expanded.
No own PM expertise. Didn’t conduct it by themselves.

24. Sales team support
● PM empowered Sales & Customer
Success teams with Market &
Competitive Analysis as a part of
Client Farming process;
● Clients appreciated preparations;
● Pain points and remedies were
found during analysis.
Results:
● deals won,
● accounts expanded,
● teammates are
grateful.

25. Competitive Analysis Framework
● Executive Summary
● Market Overview
● Financial Overview
● Product Comparison (Functional, Non-Functional)
● Q&A.

26. Executive summary
1. Key research findings;
2. SWOT.

27. Market overview
● Market size and dynamics;
● Trends;
● Key players;
● M&A.

28. Financial overview
● Sales volume, channels and markets;
● Revenue;
● Investments;
● Pricing.

29. Product analysis

30. Product analysis: general overview

31. Product analysis: Feature scoring
● not ONLY quantitative, but also qualitative evaluation of
feature implementation;
● compare the level of features implementation;
● understand product specialization;
● define product positioning.

32. Product analysis: feature scoring
- feature is deemed absent or unsatisfactory;
- is assigned to feature is partially present;
- feature is fully present and native to the solution;
- feature with extensions which are extra to common market;
- best-of-breed native feature, that is not common within
defined market and might provide great market advantage;
- Not applicable.
0
0.25
0.5
0.75
1
N/A

33. Feature comparison

34. Total Scoring

35. Non-functional comparison
● Scalability;
● Usability;
● Performance;
● Security;
● Data accessibility, analytics;
● Product & tech infrastructure
(APIs, 3d-party integrations,
deployment options...);
● Support;
● Pricing flexibility;
● etc.

36. Q&A
● Explain methodology;
● Address potential questions;
● Expand figures in tables with comments.

37. Summary
1. Identify your competitors: direct and indirect ones;
2. Start with Competitive Analysis before building new product;
3. Competitive Analysis never ends;
4. Don’t be obsessed with competitors, be obsessed with your clients;
5. It should inform your roadmap instead of driving;
6. It could greatly benefit outsourcing companies as a value-added
service.

38. Commercials
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24-26 April 2020
Kyiv, Ukraine
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OSvirskyi10

39. https://www.facebook.com/oleg.svirskyi
https://www.linkedin.com/in/olegsvirskyi
https://www.facebook.com/matic.inside/
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