Update Your Competitive Intelligence

At any point in the life of your business, it’s wise to update your competitive information. Depending on the type of enterprise that you operate, refreshing your competitive info can be as easy as taking a 30 minute walk around your neighborhood and making note of new businesses that are preparing to open. Reading local newspapers is also useful, since there is frequently mention of new stores and restaurants that are scheduled to open.

Your customers can be excellent sources of competitive information as well, in particular if your venture draws primarily from customers who live or work in the immediate neighborhood, and that’s another reason why you, business owner friend, want to develop good relationships with customers.

B2B service providers don’t have it so easy when it comes to obtaining vital or actionable competitive information, I’m afraid. The problem is, there’s often no way to know the identities of competitors. Everyone who offers services similar to what your organization offers, everyone who works with clients of a similar profile ($1 million or less in annual revenue, $1 million to $10 million in annual revenue, and so on) and everyone who submits a proposal for an assignment on which you’ve also bid is a competitor. It’s nebulous, to say the least, but nevertheless I encourage you to find ways to extract relevant competitive data from every available source.

Reading your industry and other business journals and joining a networking or skills development organization tailored to your specialty is probably the most effective way to confirm which services that clients you want to work with are requesting most often as well as the services they may request in the future.

It won’t hurt to create a more or less formal Competitive Analysis document (an Excel spreadsheet will work nicely) for your information, so that you can review and update as desired. In your Competitive Analysis spreadsheet you can identify your direct and indirect competitors and perhaps choose to focus on four or five, maximum. If you can learn enough to evaluate their strategies and determine their strengths and weaknesses in comparison to your business, so much the better, but it’s more likely that you’ll only be able to document the products and services they offer and check out their client lists. If you see ways that you can rename or repackage one or more of your own services in the hopes of making yourself more marketable, then by all means go for it.

Another compelling and potentially actionable reason to perform a Competitive Analysis is to enable yourself to evaluate what makes your products and services unique in ways that appeal to clients. It’s especially important for B2B service providers to articulate any distinct competitive advantages you have over the competitors you’ve identified.

Furthermore, you can refine your data and clarify the picture by grouping competitors according to how directly they compete against you. It may be helpful to ask yourself questions that will serve to further describe your competitors. These questions include:

1. Who are your top three direct competitors and how busy are they?
2. What services do competitors offer that you don’t and vice versa? What might that mean to clients?
3. Can you assess your competitors’ strengths and weaknesses?
4. In which media outlets do competitors advertise and how frequently do the ads run?
5. What other types of marketing do your top three direct competitors do?
6. What potential threats do your competitors pose to the marketing of your products or services?
7. Do you see additional opportunities for marketing your products and services, in terms of new customer groups, niche markets, or reconfigured service packages?

Pricing is also a big factor in competitive information and once again, B2B service providers are at a disadvantage when it comes to obtaining pricing information about competitors. However, there is a way to gain insight into the pricing of similar services in different parts of the country by checking out the bidding prices listed in the U.S. Government contracting system MOBIS. See “view catalogue” on the far right. Choose a company and click. Scroll through and find pricing info for that company.

MO
BIS

Thanks for reading,
Kim

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