April 12, 2000Competitive Intelligence Career Presentation1 Putting the Puzzle Together Prepared by: Greg Springall Senior Business Intelligence Analyst TELUS Communications

April 12, 2000Competitive Intelligence Career Presentation2  Is a non-profit organization, established in  Membership Statistics It has just over 6,600 members in over 40 countries. The Society also has more than 50 chapters in cities all over the world.  The objectives of SCIP are to: Establish and promote competitive intelligence as a profession. Provide for the professional development of its members. Advocate high ethical standards for the profession. Advance the interest of the membership.

April 12, 2000Competitive Intelligence Career Presentation3 What Is Competitive Intelligence?  “a systematic & ethical program for gathering and analyzing information about your competitors’ activities and general business trends to further your own company’s goals” Adapted from “Competitive Intelligence” by Larry Kahaner, Taken from SCIP Website

April 12, 2000Competitive Intelligence Career Presentation4  A Library or Market Research Function difference between customer and competitor.  A Panacea for Answering all Questions it is one part of the business decision making model.  Spying or Espionage we do not dumpster dive, tap phone lines, bug board meetings, have clandestine meetings to purchase business plans.  don't need to since about 90% of all the information a CI professional needs can be gathered from legal sources and by using ethical means. What Competitive Intelligence IS NOT

April 12, 2000Competitive Intelligence Career Presentation5 Where Do We Get The Information?  Public Sources Newspaper Articles Internet  Outside Consultants Pay For Service Quid Pro Quo  Competitors Interview ex-employees. Call competitors sales offices. Company Literature  Press Releases  Annual Reports  Advertising / Promotion  Internet Websites  The Company You Work For Sales Groups Product Managers Senior Executives

April 12, 2000Competitive Intelligence Career Presentation6 Why Do Competitive Analysis?  To gain a competitive advantage by better understand your competitor’s: Strengths and weaknesses Future plans and directions  To make better business decisions: It enables senior managers in companies of all sizes to make informed decisions about everything from marketing, R&D, and investing tactics to long-term business strategies.  To Motivate Action: the best information and clearest insights are useless unless they are acted upon. To this end the CI Professionals needs to inspire that action, which is not a small challenge. So what? What Next? What do we do with it?

April 12, 2000Competitive Intelligence Career Presentation7 Role of a CI Professional  Consultant Be an Industry or Subject Area Expert.  Reporter Must be able to tell your story and have people understand what it means.  Fortune Teller Predict what will happen in the future.  Knowledge Manager A CI profession creates knowledge and must manage it for the Corporation’s benefit.

April 12, 2000Competitive Intelligence Career Presentation8 Skills Required For A CI Professional  Personality Traits Creative & Holistic Persistence Independent Learning Skills Judgment & Integrity Self Motivated Results Oriented  Professional Experience Corporate Knowledge Industry Knowledge Business Savvy Applied Knowledge and Experience in Competitive Intelligence  Teachable Skills Assessing Client Needs Analytical Methods Primary and Secondary Research  Collection of Information Journalistic Interviewing Skills Communication & Presentation Skills  Written and Oral Strategic Thinking Business Terminology Networking Planning & Organizing  Personal Time Management  Resource Allocation  Project Planning

April 12, 2000Competitive Intelligence Career Presentation9 Education Required  There are no Post-Secondary programs (yet) for Competitive Intelligence. You can not get a degree in CI.  Areas of study that will be beneficial: Business / Finance / Accounting  At a Post-Secondary Level Psychology / Sociology Anything that will develop skills in  Problem Solving  Analytical Thinking  Writing & Presentations  Research & Knowledge Management

April 12, 2000Competitive Intelligence Career Presentation10 Who Does CI? Industries Represented In SCIP  Banking / Financial  Chemicals / Pharmaceuticals  Computers  Defense / Aerospace  Educational Services  Food Manufacturing  Health Care / Hospital  Industrial Products  Information  Insurance  Petroleum / Energy  Public Utilities  Real Estate  Telecommunications  Textiles / Apparel  Transportation / Automotive Companies Represented In SCIP  3M  Alberta Agriculture  Allstate Insurance Co.  American Express  AT&T  Bank of Montreal  Compaq Computers Corp.  CP Rail Systems  Ford Motor Co.  Microsoft  Pepsi-Cola  Proctor & Gamble  Sears Canada  TELUS Communications  Universal Studios Florida  Walt Disney Co. Note: This is only a sampling

April 12, 2000Competitive Intelligence Career Presentation11 Work Environment  The work environment depends on the organization the CI professional works for: Large corporations  CI may be the only role or function you have. Smaller companies  May perform CI, but it is likely to be done in addition to other work you have.

April 12, 2000Competitive Intelligence Career Presentation12 Rewards Source: SCIP 1997 Salary Survey 25th 75th Reported in US $ Percentile Median Percentile Salary by Area of work CI Analyst $45,000$55,000$75,000 Years of Professional Experience 1 -->5 Years$38,500$45,000 $50, > 10 Years $43,750$50,000$66, > 15 Years$46,000 $57,000$70, > 20 Years $51,500$65,000$79, > 25 Years $61,000 $75,000$80, > 30 years$65,750 $95,000 $118,750 Highest Education Level Secondary / High School Some College/ University$36,000$49,500$65,000 Bachelor Degree$48,500$59,500$75,000 Master’s Degree$47,000$65,000$79,250 PH.D / DBA / JD$74,000$95,000$115,250

April 12, 2000Competitive Intelligence Career Presentation13 The Issue of Ethics  There are obvious Do Not Do's Illegal collection Breaking laws  There are also less obvious issues: Poising as a customer Job Interviews Interviewing x-employees Use of common suppliers Mysteriously appearing documents  CI Analysts often walk a “fine line”

April 12, 2000Competitive Intelligence Career Presentation14 SCIP Code of Ethics  SCIP advocates and actively promotes a high standard of professional ethics for it's members. SCIP Members are expected to: Continually strive to increase respect and recognition for the profession. Pursue one's duties with zeal and diligence while maintaining the highest degree of professionalism and avoiding all unethical practices. Faithfully adhere to and abide by one's company's policies, objectives and guidelines. Comply with all applicable laws. Accurately disclose all relevant information, including one's identity and organization, prior to all interviews. Fully respect all requests for confidentiality of information. Promote and encourage full compliance with these ethical standards within one's company, with third party contractors, and within the entire profession.

April 12, 2000Competitive Intelligence Career Presentation15 Code Of Ethics All Company intelligence activities must be legal and conform to the standards of behavior referred to in the Code of Business Ethics. Company employees must comply with the laws regarding acquisition of trade secrets; and as well should take efforts to avoid even the appearance of any impropriety while engaged in gathering intelligence.

April 12, 2000Competitive Intelligence Career Presentation16 Competitive Intelligence Process Market & External Environments Information >> Sources: Public Semi-Public Internal Methods: Intranet / s Presentation Newsletters Written Plans Tools: Scenario Statistical Financial SWOT Decision Makers CollectAnalyze Insight & Perspective Disseminate Products: Impact Assessment Alerts Projections Data >>IntelligenceKnowledge >> Adapted from James Langabeer II, “Exploring The CI Value Equation, Competitive Intelligence Review, Vol. 10(3), 3rd Quarter, 1999 Challenge is to move from Data to Intelligence and then get it to the decision makers.

April 12, 2000Competitive Intelligence Career Presentation17 Competitive / Information Specialist Competitive Analyst Senior Business Analyst CI Team Members Sales & Sales Support Product Management / Planning / Legal / Regulatory Strategic Planning / Executive CI Client Groups What Do I Say? Competitor Product and Services - Strength, Weakness Comparison Matrix Counter Positioning Arguments Easy Access to Information Competitive Updates What Do I Say? Competitor Product and Services - Strength, Weakness Comparison Matrix Counter Positioning Arguments Easy Access to Information Competitive Updates Sales Tools What’s Happening? Competitive Updates & Presentations News Feeds Access to Consultant Reports Information Routing Information Storage Knowledge Management What’s Happening? Competitive Updates & Presentations News Feeds Access to Consultant Reports Information Routing Information Storage Knowledge Management News & Information So What? Competitor Profiles Competitor SWOT / 4Ps Impact Assessments Costing Analysis Capability Analysis Financial / Technical / Marketing / Sales Executive Personality Profiling Strategic Studies So What? Competitor Profiles Competitor SWOT / 4Ps Impact Assessments Costing Analysis Capability Analysis Financial / Technical / Marketing / Sales Executive Personality Profiling Strategic Studies Analysis What’s Next? Speculative Scenarios Trend Analysis Early Warnings Wargaming What’s Next? Speculative Scenarios Trend Analysis Early Warnings Wargaming Projections Competitive Analyst Roles & Deliverables Tactical Strategic Client Needs / Analysis Type A CI Model For Business

April 12, 2000Competitive Intelligence Career Presentation18 Company Inputs Corporate Scan / SW OT Analysis Environmental Impacts Environmental Scan / SW OT Analysis CI In The Business Planning Process Competitor Intelligence Consumer Intelligence Regulatory Intelligence Technology Intelligence Market Intelligence Decision Maker Financials EmployeesObjectives Leadership Culture Historic Plans & Results Tactical Plans Strategic Plans Tactical Plans Tactical Plans

April 12, 2000Competitive Intelligence Career Presentation19  Questions?  Want more info? Check out the SCIP Website You will find information on:  What Competitive Analysis is all about.  What jobs are available and what are their requirements. ?