Re: Competitor comparisons

Subject: Re: Competitor comparisons
From: Bruce Byfield <bbyfield -at- axionet -dot- com>
To: "TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com>
Date: Fri, 02 Nov 2001 11:06:07 -0800

Tom Hinds wrote:

>I have a fairly good idea of what the end result document will be (and I'll
probably create this from scratch), but it would be great to see someone
else's creation.

I've done this kind of analysis a couple of times, Unfortunately, I don't have any samples that I can show you, but you seem to be on the right track. In particular, you're right to want to go beyond a simple chart. For the analysis to be useful, you need to know the industry, and to scrutinize what each company is doing. For example, if a company is trying to fill a certain market niche, that's useful to identify, but examining how it does so, and how well it succeeds is even more useful. I remember in one case that I concluded that the company was advertising as if trying to fill one niche, but its actual strategy was aimed at another niche altogether - something that everybody, including me, had missed until I took a careful niche.

Part of your analysis will be speculative, but that's unavoidable. If you're trying to get ahead of the competition, you have to outguess it.

Bruce Byfield 604.421.7177 bbyfield -at- axionet -dot- com

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'Where were you flying on that day?'
With trembling voice, I gave the order
To the bombardier of Enola Gay."
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Competitor comparisons: From: Tom Hinds

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