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Start Making Sense! Turning Information Into Intelligence July 2007 Sponsored by © 2007 Fred Wergeles & Associates LLC All Rights Reserved. Fred Wergeles President Fred Wergeles & Associates LLC
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Agenda Introduction to Intelligence What to Collect How to Analyze Technology Aids Wrap-up – Q & A
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. What Does the Future Hold? iPod Suppliers Down On Uncertain Outlook Estate Tax Repeal Passes US House, Senate Fate Uncertain Nanotechnology's Obstacles Are Tremendous What's Holding Back Info Tech? Making Net Phones Smart Business Uncertainty Is Certain Next Year – WSJ 12/9/05 Markets Foresee Uncertain Patch After Fed Handoff Dow Slips as Jobs Data Paint Murky Picture Direction of Dollar Is Unclear Falling Oil Prices Belie An Uncertain Future
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. The Only Constant in Business is Change… It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change. Charles Darwin
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. What does your Industry look like? Who is winning in your market and why? How do your companys products and services stack up against the competition? What impact will emerging technologies have on your market position? How will new regulations affect your industry? Do you know what your competitors are up to? Are you worried they may know something you dont?
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Recent Cross-Industry Study Almost one-third of the (mostly large) companies surveyed said they have no organized way to deliver market intelligence to senior mangers Half of the companies did not have a system for passing along early warnings of threats or opportunities. Almost 1 in 5 respondents said they lacked the know-how to implement an effective CI program. Ostriches & Eagles, 2005 Outward Insights
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Definitions Competitive Intelligence is a systematic program for gathering and analyzing information about your competitors activities and general business trends to further your own companys goals. from Competitive Intelligence, by Larry Kahaner _____________________________________________________________________________________________________________ Knowledge and foreknowledge of the competitive environment the prelude to decision and action. Goals of Competitive Analysis: understand the strengths, weaknesses and strategies of the competition predict their next moves
Competitive Intelligence Focuses on the External Environment Competitor Capabilities and Intentions Industry Trends Markets and Customers Technology Political, Economic and Social Changes; Regulatory Developments Corporate Security Threats Competitive Intelligence - Strengths, Weaknesses - Strategies, Tactics - Consolidation, M&A - Business Cycles - Political Stability - Environmental regulations - Awareness of info your competitors may be collecting on you - Scouting - Emerging capabilities - Technology JVs - Customer Requirements - Changing Markets - New Products - Supply, Distribution © 2007 Fred Wergeles & Associates LLC All Rights Reserved.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. The Intelligence Process What Has Been Collected Determines What Analysis Can & Should Be Used. Analytical Outcomes & End User Desires Help Determine The Format Of The Report. What is Needed Determines What & How Much To Collect & What Sources To Use. Reports Lead To Follow- Up, Clarification, Tracking or Whole New Intelligence Needs.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. CUSTOMERS YOUR COMPANY COMPETITORS The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. CUSTOMERS YOUR COMPANY Market Research COMPETITORS How do Customers Perceive Us? The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. CUSTOMERS Market Intelligence YOUR COMPANY Market Research COMPETITORS How do Customers Perceive Us? How do Customers Perceive our Competitors? The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. CUSTOMERS Market Intelligence YOUR COMPANY Market Research Competitive Analysis COMPETITORS How do Customers Perceive Us? How do Customers Perceive our Competitors? What are our Competitors Capabilities and Intentions Towards Us? The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Objectives of Intelligence Provide Early Warning: Identify Threats and Opportunities Support Strategic Planning decision making Support Operations – Sales, Marketing, R&D, Product Development Assess and Monitor Competitors
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. A Powerful Management Tool Organizes the flow of critical information – Ensures that intelligence gets to key managers Provides management with actionable information – Focuses information on decision makers' needs Improves decisions affected by external factors – Identifies alternatives – helps management face new issues –What if…? Enhances managerial awareness and preparedness – Minimizes likelihood of managerial surprises – Supports risk management efforts
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Competitive Intelligence Is Not…. Corporate Espionage Theft of Trade Secrets Dumpster Diving We Will Not… Misuse Consultants Or Agents Conduct False Job interviews Misrepresent Ourselves Use Illegal Methods Target Proprietary Information
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Mobilize Information Resources Exploit Electronic and Printed Information Sources – Indexing – Semantic Analysis Develop Human Source Networks
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Published Information GET A LIBRARY CARD !!! Free News Databases News Alert Sites Trade Journals Subscriptions – Online Resources
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Some Good Business & Industry Websites Patents - Trademarks - Local Newspapers Company Information Information Portals
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. More Good Business & Industry Websites News Services Miscellaneous
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Science & Technology Websites Also various countries have patent websites: (http://www.pcug.org.au/~arhen/) - free s on new patents issued - scientific search engine - weblog search engine - portal - fee-based search engine - new patents and technologies - technology exchange - Govt-funded research reports
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Miscellaneous Sites - Consumer complaints - blog searches - conference search engine - CT General Assembly - Public Records
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Human Sources Senior Management Sales Team Marketing Human Resources Engineers - Techies Industry Experts & Thought Leaders Trade Shows Wall St. Analysts Journalists
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Other External Sources Customers Suppliers, Distributors Industry and Trade Associations Consumer Groups Consultants and service-providers to your firm Colleges and Universities Embassies, consulates, commissions, NGOs Labor unions Special Interest Groups Librarians Advertising execs Job placement agencies Municipal Records Court Records Competitors
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Finding the Gold at Trade Shows & Industry Conferences Market Your Product or Service Meet Customers and Prospects Meet Market Experts Learn Industry Best Practices Learn about new Technology & Trends Identify New Suppliers Why Go to Trade Shows?
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Intelligence Technology Search, Indexing, Retrieval, Summarization, Snippet, & Meta-Data Generation. Text Data Mining, Relational Database Storage, Analytical Modules & Graphics Generation. Communication, Collaboration, Tasking, Tracking & Calendaring Functions. Direct Connection To Microsoft Office – Word & Powerpoint Using Templates.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Analyze the Data Competitors Strengths & Weaknesses New Products Marketing Themes Organizational Changes R&D Trends Emerging Technologies M&A, Partnerships, JVs Opportunities & Threats
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Analyzing Data - Semantics Computers can now read like you do – for context and meaning.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Benefits of Competitive Intelligence Identify Business Opportunities -- M&A, JVs, Partnerships Improve Reaction Time Technology Scouting Harness Internal Knowledge Benchmarking Early Warning of Competitive Threats Avoid Surprises -- Explore what if situations Anticipate Changing Environment Protect Your Intellectual Property Offensive Defensive Collection + Analysis Improve Strategic Planning Exploit Disruptive Technologies Seize Marketing Opportunities Outperform the Competition Improve Product Development
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Benefits of Competitive Intelligence Decision Centric Reports Uniquely Insightful Analysis Fast Collection Of Evidence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Checklist for Creating an Effective CI Team Does CI have a champion within the company? Has the CI function been clearly defined and determined who it will serve? Have you established a process for collecting competitive information from employees? Are there clearly defined roles & responsibilities? Do you know what CI skills you will need? Is there an communication strategy for Competitive Intelligence within the company? Does the team have a plan for building CI awareness? Have you determined what IT tools, support and training you will need? Has the company set realistic expectations for the CI team? From: Competitive Intelligence, APQC Publications
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Q & A Fred Wergeles President Fred Wergeles & Associates LLC (860) IntelStrategy.com
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. About Fred Wergeles & Associates LLC Specialists in Competitive Intelligence, Market Analysis and Strategic Planning Experts in Innovative CI Solutions Competitive Intelligence System Design, Development and Implementation CI – Strategic Planning – Market Research – Marketing – Sales Outsourced CI services – Small and Large firms Competitive Assessments Customized Training, Coaching and Professional Development
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Fred Wergeles, Founder and Principal 18 years at CIA, White House and Pentagon CI Manager at a Fortune 100 company Adjunct Professor at Univ. of Hartford Business School – MBA program in Market & Competitive Analysis Founder, CT Economic Gardening Group Society of Competitive Intelligence Professionals (SCIP) - International Board of Directors SCIP Catalyst Award winner CT SCIP chapter coordinator SCIP Annual Meeting – Workshops & Presentations Nationally-known speaker for business groups
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Sponsor Information – Expert System Undisputed market leader in language technology in Italy and supplier of language technology to Microsoft Pioneer in applying semantic technologies to language applications Customers in different segments including enterprises, homeland security, government organizations Offices in Italy, Germany UK and US
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Expert System Example Customers
© 2007 Fred Wergeles & Associates LLC All Rights Reserved. Sponsor Contact Brooke Aker Director of Consulting Services Expert System (office) (cell)
© 2009 Factory Strategies Group LLC. All rights reserved. Competitive Intelligence Enterprise Excellence Series.
BEST PRACTICES IN MANAGING A CI FUNCTION June 6, 2007.
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