Competitive Intelligence – It’s Not Just For Spies! March 10, 2008 Linda Rink President

(c) March 10, What Is Competitive Intelligence? CI means gathering information about other companies. It’s legal if it’s public information. It’s not legal if it’s a trade secret or obtained under false pretences.

(c) March 10, What Is Competitive Intelligence? It’s Not Just for Spies! You can do a lot yourself. Does not have to be a major expense. Do it ethically.

(c) March 10, Why is CI Important? Strategic Planning Troubleshooting Tactical Maneuvers Employee Involvement Business Growth

Here Is a “CI Checklist” Ten Ways to Find Information About Your Competitors

(c) March 10, CI Checklist 1.Industry Association(s)

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers 5.Trade Publications

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers 5.Trade Publications 6.Competitor Websites

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers 5.Trade Publications 6.Competitor Websites 7.Customer Service

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers 5.Trade Publications 6.Competitor Websites 7.Customer Service 8.Trade Shows

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers 5.Trade Publications 6.Competitor Websites 7.Customer Service 8.Trade Shows 9.Mystery Shopping

(c) March 10, CI Checklist 1.Industry Association(s) 2.Your Sales Associates 3.Your Vendors 4.Your Customers 5.Trade Publications 6.Competitor Websites 7.Customer Service 8.Trade Shows 9.Mystery Shopping 10.Keep Up With Business News

(c) March 10, CI Checklist Digging Deeper Patents or Trademarks Special-Interest Blogs Job Postings (Monster.com, etc.) Public Records

(c) March 10, CI Checklist Digging Deeper Company Info –Yahoo! Finance –Hoover’s SEC Filings

(c) March 10, Competitive Intelligence: Project or Process? Project – need specific info Process – continuous

(c) March 10, CI Process All employees Information flow Reliability of sources Verification Action Dissemination of information

(c) March 10, What Is Competitive Intelligence? It’s Not for Spies! It’s for your ENTIRE COMPANY – Use It to Build Your Business! © RINK Consulting 1420 Locust St., Suite 31N, Philadelphia, PA