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Competitive Intelligence and Market Research in ITHow to Apply it for IT Companies and SaaS startups
Corélia KostovicDigital Strategist, Market AnalystCleverToday
My surprise when coming to Québec
Competition is not really considered
Few data are available (sales, capital, etc)
Companies don’t really keep an eye on their own online reputation or comments
But IT companies in Quebec want to be more competitive...
1. Adopting a competitive and scalable tax environment2. Optimizing business processes and treatment of tax measures and tax credits3. Supporting distribution and export
http://www.aqt.ca/fr/laqt-presente-ses-recommandations-pour-que-les-entreprises-dici-cessent-detre-penalisees-face-leurs
“Recommandations for local companies to stop being penalized by their main Canadian and international competitors”
Indeed, nobody lives in a vacuum. Ever.
What is Competitive Intelligence?
Competitive Intelligence is not...
only about competitors only for big companies just a one-time study
Competitive Intelligence is a methodology
Competitive Intelligence is a mindset
Use all the information available around you
Sources
Human sourcesPublic
instituti.
Biz press
Internet, social media
Deep Web Patents
Source code
Share all you know with sales, dev, managers,...
Why is it so important in IT? (1/ 2)
Why is it so important in IT? (2/2)
STARTUPS
Convince investorsQuick responding competitors
LARGER COMPANIES
Anticipate market changeProspect M&A opportunities
Bigger competitors
Then, how about Market Research?
The best clue is THE USER
DEMAND USAGE TIMING
Market research techniques in IT
FOCUS GROUPS ONLINE SURVEY CONCEPT TESTING
QUALITY FUNCTION DEPLOYMENT
LEAD USERS
PROTOTYPE TESTING
CUSTOMER VISIT EMPATHIC DESIGN
What often goes wrong with new techno?
Then, combine Competitive Intelligence and Market Research results
How do the others perform CI?
Amadeus IT Group and innovation analysis
How about us?
How we collect information for internal purposes
For the sales team:
● Strategic networking events● Who is making business with who (Agencies mandates)● Due diligence on serious prospects
For programmers:
● Key market indicators on a product, a competitor or a technology
How we decided not to invest the APM market
Monitoring solution prototype developed internally:
We did:
● Study the APM market● Select the right sources of information to get
trends (APM Digest)● Test competitors product and pricing● Read documentation
A special message to women
Merci :-)Corélia KOSTOVICDigital [email protected]
