{YOUR LOGO}
{Client’s Company}
Competitive Analysis
Created by
{Your Name}
{Date}
Contents
Competitive Positioning
Market Profiles
Market Segmentation Profile: {Market A}
Market Segmentation Profile: {Market B}
Value Proposition
Competitive Analysis
Competitive Analysis Summary
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Competitive Positioning
What sets your product, service and company apart from your competitors? What value do you provide and how is it different than the alternatives?
Competitive positioning is about defining how you’ll “differentiate” your offering and create value for your market. It’s about carving out a spot in the competitive landscape and focusing your company to deliver on that strategy. A good strategy includes:
Market profile: size, competitors, stage of growth
Customer segments: groups of prospects with similar wants & needs
Competitive analysis: strengths, weaknesses, opportunities and threats in the landscape
Positioning strategy: how you’ll position your offering to focus on opportunities in the market
Value proposition: the type of value you’ll deliver to the market
When your market clearly sees how your offering is different than your competition, it’s easier to generate new prospects and guide them to buy. Without differentiation, it takes more time and money to show prospects why they should choose you; as a result, you often end up competing on price – a tough position to sustain over the long term.
Market Profiles
{Target Market A}:
Industries
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Geographical Regions
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Market Size (Total Revenue)
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Typical Company Size (Annual Revenue)
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Typical Company Size (# Employees)
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Typical Decisionmaker
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Decisionmaker influencers
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Typical Problems
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Market Trends
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Market Maturity Stage
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{Target Market B}:
Industries
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Geographical Regions
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Market Size (Total Revenue)
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Typical Company Size (Annual Revenue)
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Typical Company Size (# Employees)
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Typical Decisionmaker
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Decisionmaker Influencers
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Typical Problems
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Market Trends
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Market Maturity Stage
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Market Segmentation Profile: {Market A}
{MARKET A}
{Segment A}
Why they need {insert name of product}?
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How they use {insert name of product}?
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Value derived from {insert name of product}
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{SEGMENT A} profile
Size of Market Segment
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Accessibility
Typical effort needed to reach the decisionmaker
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Market Noise
How many other competitors are in this space
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A-ha Factor
How quickly do they get your message and understand your value
{Insert}
Habits
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Emotional Triggers
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Primary Motivations for Purchase
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Market Perceptions
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Reputation within this segment
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{SEGMENT A} Priority High
Medium
Low
{Segment B}
Why they need {insert name of product}?
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How they use {insert name of product}?
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Value derived from {insert name of product}
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{SEGMENT B} profile
Size of Market Segment
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Accessibility
Typical effort needed to reach the decisionmaker
{Insert}
Market Noise
How many other competitors are in this space
{Insert}
A-ha Factor
How quickly do they get your message and understand your value
{Insert}
Habits
{Insert}
Emotional Triggers
{Insert}
Primary Motivations for Purchase
{Insert}
Market Perceptions
{Insert}
Reputation within this segment
{Insert}
{SEGMENT B} Priority High
Medium
Low
{Segment C}
Why they need {insert name of product}?
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{Insert}
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How they use {insert name of product}?
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Value derived from {insert name of product}
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{Insert}
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{SEGMENT C} profile
Size of Market Segment
{Insert}
Accessibility
Typical effort needed to reach the decisionmaker
{Insert}
Market Noise
How many other competitors are in this space
{Insert}
A-ha Factor
How quickly do they get your message and understand your value
{Insert}
Habits
{Insert}
Emotional Triggers
{Insert}
Primary Motivations for Purchase
{Insert}
Market Perceptions
{Insert}
Reputation within this segment
{Insert}
{SEGMENT C} Priority High
Medium
Low
Market Segmentation Profile: {Market B}
{Segment A}
Why they need {insert name of product}?
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{Insert}
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How they use {insert name of product}?
{Insert}
{Insert}
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Value derived from {insert name of product}
{Insert}
{Insert}
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{SEGMENT A} profile
Size of Market Segment
{Insert}
Accessibility
Typical effort needed to reach the decisionmaker
{Insert}
Market Noise
How many other competitors are in this space
{Insert}
A-ha Factor
How quickly do they get your message and understand your value
{Insert}
Habits
{Insert}
Emotional Triggers
{Insert}
Primary Motivations for Purchase
{Insert}
Market Perceptions
{Insert}
Reputation within this segment
{Insert}
{SEGMENT A} Priority High
Medium
Low
{Segment B}
Why they need {insert name of product}?
{Insert}
{Insert}
{Insert}
How they use {insert name of product}?
{Insert}
{Insert}
{Insert}
Value derived from {insert name of product}
{Insert}
{Insert}
{Insert}
{SEGMENT B} profile
Size of Market Segment
{Insert}
Accessibility
Typical effort needed to reach the decisionmaker
{Insert}
Market Noise
How many other competitors are in this space
{Insert}
A-ha Factor
How quickly do they get your message and understand your value
{Insert}
Habits
{Insert}
Emotional Triggers
{Insert}
Primary Motivations for Purchase
{Insert}
Market Perceptions
{Insert}
Reputation within this segment
{Insert}
{SEGMENT B} Priority High
Medium
Low
{Segment C}
Why they need {insert name of product}?
{Insert}
{Insert}
{Insert}
How they use {insert name of product}?
{Insert}
{Insert}
{Insert}
Value derived from {insert name of product}
{Insert}
{Insert}
{Insert}
{SEGMENT C} profile
Size of Market Segment
{Insert}
Accessibility
Typical effort needed to reach the decisionmaker
{Insert}
Market Noise
How many other competitors are in this space
{Insert}
A-ha Factor
How quickly do they get your message and understand your value
{Insert}
Habits
{Insert}
Emotional Triggers
{Insert}
Primary Motivations for Purchase
{Insert}
Market Perceptions
{Insert}
Reputation within this segment
{Insert}
{SEGMENT C} Priority High
Medium
Low
Value Proposition
A value proposition is the true value your company delivers to the market.
Currently, {Client Company}’sprimary value proposition is:
[delete thOSE that are not applicable]
Operational Excellence / Price
Product Leadership / Innovation
Customer Intimacy / Intimacy
{Client Company}’ssecondary value proposition is:
[delete thOSE that are not applicable]
Operational Excellence / Price
Product Leadership / Innovation
Customer Intimacy / Intimacy
Recommendation [use if recommending a change in strategy]
After reviewing the market profile and segmentation, competitive positioning matrix and value proposition, {Client Company} will create an opportunity for growth and competitive advantage by repositioning themselves with the following value proposition:
[delete thOSE That are not applicable]
Operational Excellence / Price
Product Leadership / Innovation
Customer Intimacy / Intimacy
The reasoning for this is{insert}, and the primary benefits are{insert}.
Competitive Analysis
{Client Company}’sTop 8 Competitors
Competitor / Type / Approximate Market Share1 / Direct Indirect Future
2 / Direct Indirect Future
3 / Direct Indirect Future
4 / Direct Indirect Future
5 / Direct Indirect Future
6 / Direct Indirect Future
7 / Direct Indirect Future
8 / Direct Indirect Future
Competitor’s General Ratings
Ratings / 5 = the company offers extremely high value in this category3 = the company offers average value in this category
1 = the company offers little or no value in this category
Competitor’s general ratings
Category / 1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / Avg / Your rating
Price
Quality
Service
Market Share
Innovation
Product/Brand Awareness
Name Recognition
Reputation
Corporate Citizenship
Environmental Responsibility
Other
Competitor’s Value Proposition Ratings
Ratings / 5 = the company offers extremely high value in this category3 = the company offers average value in this category
1 = the company offers little or no value in this category
Competitor’s value proposition ratings
Value Proposition / 1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / Avg / Your rating
Price
(5 = extremely low price)
Innovation
Solutions
Quality of Competitor’s Solutions
Ratings / 1 = not at all well5 = very well
quality of Competitor’s solutions
Pain a prospect/
customer feels / 1 / 2 / 3 / 4 / 5 / 6 / 7 / 8 / Avg / Your rating
1
2
3
4
5
6
7
8
Avg
Competitive Analysis Summary
Here is a review of how {Client Company} compares to the competition.
Strengths
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Weaknesses
{Insert}
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Threats
{Insert}
{Insert}
Opportunities
{Insert}
{Insert}
{Client Company} can beat the competition by
{Insert}
{Insert}
Items for {Client Company} to address next
Brand Strategy: Develop your brand strategy around your value proposition and positioning
{Insert}
{Insert}
Your Company – Proprietary & ConfidentialDocument3
Created by Your Name – 2/14/2006Page 1 of 16