1. News You Can Use Turning Competitive Intelligence into Winning Strategies Randy Richter

2. APMP BID & PROPOSAL CON 2015 | PAGE 2 The Intelligence Cycle Planning Gathering Analysis Dissemination Processing

3. APMP BID & PROPOSAL CON 2015 | PAGE 3 Bossus Pointy Hairibus

4. APMP BID & PROPOSAL CON 2015 | PAGE 4 Snow How do you know what snow to collect, or where to go to collect it?

5. APMP BID & PROPOSAL CON 2015 | PAGE 5  Former National Intelligence Officer for Science and Technology  Tailored CIA’s National Intelligence Topics process for civilian use at Motorola in late 1970s Jan Herring

6. APMP BID & PROPOSAL CON 2015 | PAGE 6 Key Intelligence Topics  Key Intelligence Topics define the specific intelligence needed to enable effective decision making  KITs reflect the intelligence needs of managers and executives  KITs form the foundation of any consistent, repeatable, effective competitive intelligence program

7. APMP BID & PROPOSAL CON 2015 | PAGE 7

8. APMP BID & PROPOSAL CON 2015 | PAGE 8 Strategic Decisions & Issues KITs  Focus: address long- term policy needs of the organization  These are the most important set for a successful corporate CI program  Do we have access to sufficient capital to enter the (fill in the blank) market?  Do we have enough production capacity, or will we need to build a new plant with a more cost-effective manufacturing capability?  Do we have intellectual property that differentiates us from our competitors?  Can we recruit and retain the key staff that are instrumental to our company’s success? These KITs are not always applicable to opportunity-based CI

9. APMP BID & PROPOSAL CON 2015 | PAGE 9 Early-Warning KITs  What disruptive technologies may impact our core business?  What do our customers think about our work/our people/our capabilities?  Are new competitors entering/thinking of entering our space?  Focus: avoid surprises Early warning KITs generally reflect management fears  Tend to be weighted toward threats rather than opportunities

10. APMP BID & PROPOSAL CON 2015 | PAGE 10 Competitive Strategy & Operations KITs  Focus: promote common understanding of players in a market or opportunity  What are the “personalities” of key competitors?  What specific capabilities will competitors offer in context of market/opportunity?  Who are potential new customers for our products/services?  Are new suppliers available that may lower our/competitor costs? “Key Player” KITs are key to opportunity-based CI and PTW

11. APMP BID & PROPOSAL CON 2015 | PAGE 11 Counterintelligence & Security KITs  Focus: identifying what competitors know about us  Is our intellectual property properly protected?  Is our social media presence appropriate? Do we give away more than we gain?  What information can competitors find about our work/our people/our capabilities?  What do competitors perceive our “personality” to be? These KITs are applicable across the business spectrum

12. APMP BID & PROPOSAL CON 2015 | PAGE 12 KIQs Are Not for Kids!  Key Intelligence Questions are specific questions whose answers satisfy needs of specific KITs  KIQs enable development of action plans for gathering and analyzing information

13. APMP BID & PROPOSAL CON 2015 | PAGE 13 Key People KITs

14. APMP BID & PROPOSAL CON 2015 | PAGE 14 Purpose General approach Specific, measurable target Specific plan

15. APMP BID & PROPOSAL CON 2015 | PAGE 15

16. APMP BID & PROPOSAL CON 2015 | PAGE 16 Provide news you can use to make informed business decisions

17. APMP BID & PROPOSAL CON 2015 | PAGE 17 Actionable Intelligence in the BD Lifecycle Key point: CI deliverables must align with decision gates Marketing/Campaign Decision Interest Decision Pursuit Decision Bid Validation Decision Preliminary Bid Decision

18. APMP BID & PROPOSAL CON 2015 | PAGE 18 Interest Gate  Strategic Decisions & Issues KIT  Do we have intellectual property that differentiates us from our competitors?  Who are our key competitors in this market?  What key IP do these competitors have?  How does our IRAD spending compare with those of competitors in this market?  Do we have enough production capacity, or will we need to build a new plant with a more cost-effective manufacturing capability?

19. APMP BID & PROPOSAL CON 2015 | PAGE 19 Pursuit Gate  What do our customers think about our work on the current program?  What do key customers (acquisition, funding and user) say about our current performance?  How has our performance changed over time.  What do key customers say are unmet needs?  Are new competitors entering/thinking of entering our space?  Early-Warning KIT

20. APMP BID & PROPOSAL CON 2015 | PAGE 20 Preliminary Bid Decision Gate  Competitive Strategy & Operations KIT  What specific capabilities will competitors offer in the context of this opportunity?  Who are the known and likely prime bidders?  Who are their teammates /roles/workshare?  Where will they perform work – and does this provide them a cost advantage?  Do they plan to recruit our staff? How – and when?  Are new suppliers available that may lower our competitors’ costs?

21. APMP BID & PROPOSAL CON 2015 | PAGE 21 Bid Validation Gate  Counterintelligence & Security KITs  Is our social media presence appropriate? Do we give away more than we gain?  What do our employees say about us on GlassDoor? Are our current HR practices identifiable?  Can competitors determine our staffing levels from LinkedIn data or our Facebook site?  What information can competitors find about our current work, our people, and our capabilities?

22. APMP BID & PROPOSAL CON 2015 | PAGE 22 What’s In It for Me?  Gets everyone in the company on the same track  Enables proactive analysis – not knee-jerk action  Ensures that scarce (and expensive) intelligence resources are effectively used  Enables development of winning solutions and strategies

23. APMP BID & PROPOSAL CON 2015 | PAGE 23  Actionable Intelligence leads to success for your boss – and you!

24. APMP BID & PROPOSAL CON 2015 | PAGE 24 Questions?

25. APMP BID & PROPOSAL CON 2015 | PAGE 25 Randy Richter President Richter & Company Phone: (301) 845-7300 Randy@RichterAndCompany.com www.RichterAndCompany.com Contact Us APMP PO Box 77272 Washington, DC 20013-7272 Phone: +1 - (202) 450-2549 www.apmp.org