In a crisis, use lean competitive analysis

  • What is each competitor’s value proposition and positioning?
  • What products or services do they sell? Features? Benefits?
  • What is each competitor’s profile (# employees, revenue, public/private, etc.)?
  • What is each competitor’s market share?
  • Who is each competitor’s target market/audience/user?
  • How do they market their products or services?
  • What are their strengths and weaknesses?
  • What potential threats do your competitors pose?
  • What potential opportunities do they make available for you? (Where is the white space?)
  • Company health such as changes in company size (revenue and employees), changes in primary investors, new patents, etc.,
  • Key product performance metrics from the customer perspective such as price, quality, delivery, ease of use
  • Marketing strategies such as content channels and content quality

By Nicole Merrill, COO & Co-Founder, Vecteris

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