Write That Down - Latest Comments in Competitive Analysis Series – Feature Breakdowns

Re: Competitive Analysis Series – Feature Breakdowns

Adam Bullied — Sat, 15 Aug 2009 02:19:03 -0000

Thanks, Rune! Terribly sorry - I tried to re-publish it at the link above, which for reference is: http://bit.ly/Kespi. If that still doesn't work, drop me a line (abullied [at] gmail [dot] com) and I'll e-mail you the template directly.

Thanks - and again, sorry for the trouble!

Re: Competitive Analysis Series – Feature Breakdowns

Rune — Fri, 14 Aug 2009 18:46:45 -0000

Great article. However, I can't access the spreadsheet

Re: Competitive Analysis Series – Feature Breakdowns

Adam Bullied — Thu, 16 Jul 2009 13:32:27 -0000

Gabriel - I love the idea of turning this data in to a chart for
easier communication. I agree that would go over very well for
management / board of director presentations when communication
product strategy and priorities.

Re: Competitive Analysis Series – Feature Breakdowns

Gabriel Brigidi — Thu, 16 Jul 2009 08:15:35 -0000

This is a very good tool for competitive analysis and benchmarking. And as you said, Adam, it is certainly more difficult to build it on a B2B scenario. In this case, some tools of competitive intelligence could be very useful.

Another idea to complement this kind of analysis is to create a chart from the table you suggested, based on the Yes/No for each feature. Graphical elements are far more comprehensive than raw data tables, easing the communication inside the company.

The idea is simple: to create a 2D chart, where the X-axis contains each feature considered on the analysis and the Y-axis contains the presence or not (Yes/No) for each one of them. One line should be draw for each company (competitor and yours). The chart can be enhanced by sorting the features by importance, for example, and by considering features the market needs but are uncovered.

This kind of chart can be useful not only for communication, but also for defining a business strategy. It makes easier to identify "must-have" features that your company has or has not, and also to discover opportunities that are not covered by any competitor.

There are many other ways to translate data into visual elements. This is only a contribution that I hope is useful for readers.

Regards,

Gabriel