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Competitive Intelligence for Internet Researchers

Competitive Intelligence for Internet Researchers. Knowledge Navigators info@navigating.info. Competitive Intelligence PMRS - 10 January 2002. Agenda . Overview Collection Industries Companies People News Government Analysis Current awareness tools. What is Competitive Intelligence?.

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Competitive Intelligence for Internet Researchers

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  1. Competitive IntelligenceforInternet Researchers Knowledge Navigators info@navigating.info Competitive Intelligence PMRS - 10 January 2002 Competitive Intelligence PMRS - 10 January 2002

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  4. Agenda • Overview • Collection • Industries • Companies • People • News • Government • Analysis • Current awareness tools Competitive Intelligence PMRS - 10 January 2002

  5. What is Competitive Intelligence? Competitive Intelligence is processed information about your business environment that enables more informed decision-making by identifying threats, developments and opportunities. • Basic: background information that can be used as a basis for evaluating new information. • Current: recent information relating to current situations and events. Competitive Intelligence PMRS - 10 January 2002

  6. Information Raw, unprocessed Fact or collection of facts Must be checked for accuracy, grouped with other facts and interpreted to uncover underlying causes, circumstances and truths Intelligence Interpretation of information Results from information processing Requires knowledge of external factors affecting a business Predictive Information vs Intelligence Competitive Intelligence PMRS - 10 January 2002

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  8. Intelligence is NOT spying • Espionage is spying. Companies that practice industrial espionage are vulnerable to bad publicity and/or legal action. • 80 to 90 per cent of what decision-makers need to know about the external operating environment can be obtained ethically and legally. • Grey zone includes myriad activities that defy definition, border on the illegal or don't feel right. • Establish and promote clear ethical guidelines. Competitive Intelligence PMRS - 10 January 2002

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  11. Three CI Disciplines • Competitor Intelligence • Market Intelligence • Technical Intelligence Competitive Intelligence PMRS - 10 January 2002

  12. Intelligence Cycle Five Stages • Direction • Starts at the top • Collection • Develop a plan • Processing • Analysis is essential • Production • Choose the right format • Dissemination • When, and to whom? Competitive Intelligence PMRS - 10 January 2002

  13. Statement of the Intelligence Problem Most important of the intelligence needs Priority Intelligence Needs Those that are necessary for action What decision needs to be made? Why does this decision need to be made? When does this decision need to be made? Who is making this decision? How will this intelligence be used? Direction Competitive Intelligence PMRS - 10 January 2002

  14. Collection • Industries • Companies • People • Governments Competitive Intelligence PMRS - 10 January 2002

  15. Top Search Engines 3.3 B .5B 1 B 1.5 B 2 B 2.5 B 3 B Competitive Intelligence PMRS - 10 January 2002

  16. Collection Plan Competitive Intelligence PMRS - 10 January 2002

  17. Industry Status SIC/NAICS Codes Environment Top Companies Professional Associations Trade Periodicals/Journals Unions Products Service Customers Areas of Growth New Technologies Industry Trends Industry Profile Template Competitive Intelligence PMRS - 10 January 2002

  18. General Information Relationships Competitive Environment Personnel Goals and Strategies Financial Information Products and Services Market Technology Issues Capabilities Threats Company Profile Template Competitive Intelligence PMRS - 10 January 2002

  19. Public Companies • SEDAR & EDGAR • 10K Wizard • EDGAR Online • Investor Sites • CompanyResearch.com • Stockhouse.com • AdviceforInvestors.com • WSRN.com • Analyst Sites • Multex Competitive Intelligence PMRS - 10 January 2002

  20. Private Companies • Company website • News releases • News stories • Suppliers/distributors • Watchdogs/gripe sites • Unions • Activists • .Sucks • Subsidiaries are like private companies Competitive Intelligence PMRS - 10 January 2002

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  22. Small Pond Theory • To whom is this company important? • What are local sources of information? • Newspaper • Library • Real Estate Office • Chamber of Commerce • Civic Administration Competitive Intelligence PMRS - 10 January 2002

  23. Universal Electric Power Co. • US needs more electricity • Universal Electric Power in Akron, Ohio has invented new technology • UEP generating systems produce low-cost electricity • Thousands of sites exist where the UEP system can provide cheap power Competitive Intelligence PMRS - 10 January 2002

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  28. Telephone Addresses Email Postal codes Reverse lookups Biography databases Genealogy sites Alumni Career ads Use modifiers to find experts bear expert arthritis speaker gmo conference Beware of stylistic inconsistencies People Competitive Intelligence PMRS - 10 January 2002

  29. Name/nicknames Date & place of birth Company/position Responsibilities Salary Education Languages Medical history Business philosophy Personality traits Foreign travel Relationships Employment record Significant activities Qualifications Reputation/awards Track record Your assessment Personality Profile Template Competitive Intelligence PMRS - 10 January 2002

  30. Peoplefinding Services • SuperPages • http://www.superpages.com/ • Anywho • http://www.anywho.com/ • Canada411 • http://www.canada411.sympatico.ca/ • Canada-Infobel (Infospace) • http://www.infospace.com/info.infobel/canada.htm • Looksmart • http://www.looksmart.com/ • WorldPages • http://search.worldpages.com Competitive Intelligence PMRS - 10 January 2002

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  32. News Services • Internet News • Headlines Only • Shallow Archives • Current News • Expensive • Archive News • Many libraries offer free access • Some pay-per-view Competitive Intelligence PMRS - 10 January 2002

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  40. United States FedWorld USGovSearch FirstGov NTIS Thomas GovResearch Center EDGAR Canada Canada Site Strategis Connecting Canadians Contracts Canada PARL NRC/CISTI SEDAR Finding Government Gold Competitive Intelligence PMRS - 10 January 2002

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  42. Analysis Analysis is the process of predicting the future by reviewing the past and present, and recommending certain actions based on this review Competitive Intelligence PMRS - 10 January 2002

  43. Analysis consists of four distinct steps: Examine Assess Interpret Fusion Risk-taking Two views Academic research looks at past CI analysis looks at future Conclusions designed to be acted upon “So-what” test Analysis Competitive Intelligence PMRS - 10 January 2002

  44. Not just bean counting Context, meaning Not simply regurgitating info What are implications for decision-making Not one-dimensional Insights Conclusions Identify trends Identify mysteries Disciplined thinking Involves reflection Looking for big picture Search for meaning Identifies complex relationships Understand cause and effect Analysis Competitive Intelligence PMRS - 10 January 2002

  45. Management Profiling • Determines the impact that decision-makers will have on their company in a given situation • Uses personality profiles to assess decision-makers based on the subject's background, current behavior and internal influences Competitive Intelligence PMRS - 10 January 2002

  46. Management Profiling • Background – how did he or she act in the past? What stands out? • Internal influences – what is the corporate culture? • Current behaviour – how does the decision-maker make decisions? Competitive Intelligence PMRS - 10 January 2002

  47. SWOT Analysis • Strengths – your competitor's strengths are a threat to your company • Weaknesses – opportunities for your company • Opportunities – threats to your company • Threats – opportunities for your company Competitive Intelligence PMRS - 10 January 2002

  48. When to Quit • Patterns appear • Start to see repetition • Critical questions answered • Budget • Degree of certainty established • Timeframe (1/3, 2/3 rule) Competitive Intelligence PMRS - 10 January 2002

  49. Website Watchers Mind-it TrackEngine Profusion Alerts Web Clippers WebClipping CyberScan Current Awareness Services Competitive Intelligence PMRS - 10 January 2002

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