Competitors Research For BA:

1. Подходы. Методология исследований. Что важно. 2. Конкуренты / заказчики и их конкуренты. Исследование конкурентов3. Tips & tricks для полевых условий (ограничение по времени и бюджету)

Anna UlyanovaCustomer Engagement Manager | Ph. D.

New product – Web site as a marketing instrument

Что важно – тигр в разрезе. Иначе говоря, Ваша структура и критерии. Прозрачность. Понятность

Что нас интересует?

Определение выборки (Кто, какие конкуренты нас интересуют) Критерии, которые нас интересуют (учитывая ограничения по

времени и тд) Assumptions

Что мы с этим делаем? Gather Interview Discuss Check

В результате: Consuming &/or Marketing &/or Sales plan Business Model YOU WILL HAVE GAPS Research is a pace when you reduce uncertainty

Методология

Главное скелет, который даст ответ на основные вопросы.

Fishbone Analysis

SWOT

Marketing Analysis (4P/ 4C)

Stakeholder Analysis

Interviewing

Baselining (up to the previous periods)

Coverage matrices (Table with Vertical market coverage)

Functional Decomposition

List of competitors

Place / Convenience» Location of sales offices in EU / USA vs. HQ in EU / USA» Classification of software outsourcing nations» Key customers» Ease of finding the company information about it and services etc (Key words +average

search volume) Product / Consumer» Specialization of the competitor: a) Vertical expertise, b) technologies used, c) expertise» Added value they offer Promotion / Communication» Events they took part in» Media» Connections (Website, FB, TW, LD, Slideshare, Youtube, Wiki, Flickr, other)» Expertise, certifications and/or awards – postioning on-site» Testimonials» Developers speak – the negatives (Developers.com.ua) Price / Cost » Trends on low or high end of the market, low pricing, discounts etc.

Sources» Website» News on our competitors, published online at

news sites or in sector specific magazines» Developer.org.ua» Blogs» Social media (Facebook, Twitter, LinkedIn)» Test-call » Others

Results (– need to communicate)» 1) Finding out competitors’ strengths, success

factors, price level, quality of their services, added value, etc.

» 2) Finding the niche, trying to be different by offering an ‘added value’. Why are we different? Positioning

Как это было в маркетинг-исследовании конкурентов, 20NN

Как это может быть в Competitors Research для BA*

Industry Geography List of Competitors

Target market Customers Business Problems Addressed (Goals and Objectives, why is the solution needed) Stakeholders problems addressed Solution requirements

Security Support Ease of Use Performance Management Interoperability Flexibility Built-in Applications Commerce

Specifications IT Paradigms (Multi-platforms, Mobile, Cloud etc.) Feature Analysis (Sharing, Collaboration features, Analytics and Integration with third parties etc.) Key Differentiators

Cost Conclusion

*- мои предположения, без детальной проработки.

What Competitors say (case studies, public web info etc.) What Users say ( thematic forums, social media) What researchers say (trusted sources: reviews, market reports, investors’, bankers’, auditors’

reports etc.)

Primary requirements we’ll collect from the customer + We’ll understand the business case as well We’ll have the picture of the Solution’s market Thus marketing and rollout plan and picture of risks and assumptions

Competitors’ Sources

As a result:

Traditional Sources: Find a Mentor Trade Organizations Trade Shows and Conferences Face-to-Face Networking

Online Sources: Company Information Blogs (keywords, Technorati, TechCrunch, Mashable) News & Trade Press Articles http

://dir.yahoo.com/business_and_economy/business_to_business/news_and_media/magazines/trade_magazines/

Linkedin (Use social networking sites like Twitter and LinkedIn to find industry leaders) Google Alerts (!) Forums Industry overviews Investment & Analyst Reports Purchased & Licensed Resources, Industry Benchmarks & Ratios

Competitors’ Sources – Reputable?

Competitors’ Research In Business Analysis

Project Definition

Environmental Situation

Competitive Situation

Analysis of Past Performance

Resources & capabilities

Project Objectives

Opportunities & Threats

Strengths & Weaknesses

Specification of Present Project

Impact Analysis

- Identify Skills needed

- Develop Potential Benefits

Risks ( Cost /

Schedule /Technical )

Decisions / Results

Tips & Tricks для полевых условий (ограничение по времени и бюджету)

Defining business problems Defining problem statement List of problems from all shareholders Is it a problem? Select problems from not problems (“It takes 45 minutes to process data”) Can you solve it? (Out of scope if not and contribute to manager) “Don’t have a website” (problem), but problem is loosing traffic Is it a symptom of a different problem?

Result- shorter list (resolved as a symptom of a problem- group, still a problem) Business problem statement

As a result documented: -Facts -Questions -Assumptions -No info

Research on shortlist START

Let’s Have a Discussion

Thank You!