Upload
productcamp-boston
View
747
Download
0
Embed Size (px)
Citation preview
HOW COMPETITORS KILL YOUR STRATEGYAND WHAT TO DO ABOUT IT
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
COMPETITIVE ANALYSIS
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
Where it usually beginsWhere it usually ends
WHAT’S ACTUALLY HAPPENING HERE?
Code BloatDeviation From What You Do BestCommoditizationCOPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
COMPETITIVE INNOVATION MODEL
Game-Changer
Revolutionary
Evolutionary
Commodity
Create and establish new product categoriesWrestle with sticky social issues
Attack problems sideways – often by redefining them
Are typically hugely profitable or achieve high valuations,fast
Solve a problem in a new and entirely different way
Differentiation is obvious and
valuable to the buyer
Hard to disrupt
Typically very profitable
Generally attacks problems the same way as the competition
Differentiated only by features and typically not sustainably
Often falls into the trap of competing on price, not value
Typically significantly less profitable than Revolutionary or Game-Changers
Buyers cannot differentiate from competitors
based on value
Sales almost always price-sensitive
Almost impossible to be viewed
as a thought leader
Generally very poor profitability
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
THE COMPLETED MODEL
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
GREAT – SO NOW WHAT?
The model exists to help you decide how you want to compete, and to see how people are competing with you Begin with a subjective analysis Refine by studying the behaviour of key competitors going back a few years Use it to help assess your strategy, not build your backlog Continue to evolve the model with more objective measures over time
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
TO SUMMARIZE
Look at competitive analysis as a way to help determine how you want to compete, not dictate what to build
Where you are on the curve versus your competition can tell you How likely you are to be disrupted Whether you are throwing worse money after bad by engaging in a feature war Playing to your company’s strengths Advancing your company’s mission
COPYRIGHT (C) 2016 HALLIDAR CONSULTING LIMITED
THANK YOU!@RUSSHALLIDAYHTTP://HALLIDAR.COM