Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Society of Competitive Intelligence Professionals Strategy, Structure & Intelligence Leadership Presented to: Prague, Czech Republic October 2003 Presented by: Arik R. Johnson Managing Director - Aurora WDC Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Agenda for Discussion Context of Discussion –Integrating Intelligence with Strategic Plans & Tactical Execution of the Firm –Understanding Intelligence Application Priorities –What is SCIP? –The SCIP Code of Ethics –When to Call for Assistance? Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Speaker Bio Arik R. Johnson is Founder, Chief Executive and Managing Director of the Recon Competitive Intelligence (CI) outsourcing & support bureau at Aurora WDC, where he advises business leaders how to better understand their business rivals, competitive dynamics and build & extend the value of intelligence & strategy for their organizations. Arik manages projects for and consults on intelligence techniques with clients in the Telecommunications, Information Technology, Healthcare, Financial Services, Media & Entertainment, Industrial Manufacturing, Construction, Transportation, Energy, Automotive, Defense & Aerospace, and Retail & Wholesale Trade sectors worldwide. His personal clients number among the world's most respected market leaders. Arik has earned undergraduate and advanced degrees in International Business, History, Political Science and International Relations from the University of Wisconsin- Madison, has been a leader and chapter coordinator with the Society of Competitive Intelligence Professionals (SCIP) and is a visiting lecturer on business competitiveness topics at many venues throughout the U.S., Canada, Europe Asia and Africa. Prior to founding the firm, Arik was a business analyst with a major international management consulting firm. Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com The Goals of Modern Business To achieve superior financial results for the stakeholders (growth of shareholder equity) for the firm in comparison with its peers by strategically planning the selection of the fastest growing markets in which to invest and compete. These plans must also align with the organization’s Core Competence, and executing delivery of the firm’s products and services to customers within those markets. Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Strategic Planning / Tactical Execution

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com The Product Life Cycle Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Minimizing Risks & Maximizing Opportunities Minimizing Competitive Threats to Status Quo, e.g. –Understanding Threats to Current Businesses – Competitors, Legislation, Technology Shifts, Obsolescence, Substitutes, Customers Backwards Integrating, Vendors Forwards Integrating, etc. Maximizing Market Opportunities for Growth, e.g. –Identifying New Sales, Revenue and Profit Centers –Benchmarking Cost Reduction Efficiencies from Direct Rivals as well as Best-in-Class non-competitors Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com The 12 Application Priorities of CI 1.Current Competitor Activities and Strategy Monitoring 2.Customers, Vendors and Other External Allies Monitoring 3.Operational Performance Benchmarking 4.Product/Service Sales and Marketing Support 5.Strategic Probabilities and Possible Futures 6.Internal Knowledge Management 7.Intellectual Property Exploitation and Protection 8.Mergers, Acquisitions, Alliance and Investment Support 9.Long-Term Market Prospects 10.Counter-Intelligence & Information Security 11.Legislative and Regulatory Activity and Impact on Business Issues 12.Executive Decision-Support and Competitive Strategy Planning Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com SCIP: The Society of Competitive Intelligence Professionals SCIP is the global professional society for CI practitioners in Industry as well as service providers. Approximately 5,000 Members Worldwide, most in Industry, perhaps 15% service providers. Advantages: Access to Qualified Service Providers (Software, Research, Consulting); Thought Leadership, Events & Networking Activities Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com SCIP Code of Ethics 1.To continually strive to increase respect and recognition for the profession. 2.To pursue one's duties with zeal and diligence while maintaining the highest degree of professionalism and avoiding all unethical practices. 3.To faithfully adhere to and abide by one's company's policies, objectives and guidelines. 4.To comply with all applicable laws. 5.To accurately disclose all relevant information, including one's identity and organization, prior to all interviews. 6.To fully respect all requests for confidentiality of information. 7.To promote and encourage full compliance with these ethical standards within one's company, with third party contractors, and within the entire profession. Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com When to Ask for Assistance During Business Planning and Establishment of Key Intelligence Topics During collection and analysis of competitive information. During software tools selection. During selection of other third-party solutions. During staff recruitment & training. Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com

Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Thank You! Arik R. JohnsonAurora WDCRecon Competitive Intelligence Solutionswww.AuroraWDC.com Arik R. Johnson Vox: Fax: Aurora WDC West Grand Avenue Chippewa Falls, WI USA Questions?