How to Spy on Your Competition
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Transcript of How to Spy on Your Competition
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@timmatthewssv
“Competition validates you. It creates a category. It permits the sale to be this or that, not yes or no.”
- Seth Godin
@timmatthewssv
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ABOUT TIM
• Started in Sales as an SE, moved
to Marketing
• Five startups, three acquisitions
• Also worked for large, public
companies like SYMC and RSAS
•Over $200M in SaaS revenue
generated
@timmatthewssv
And I wrote this
book
http://www.slideshare.net/timmatthews2011/how-to-spy-on-your-competition
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5 COMPETITIVE QUESTIONS THAT NEED ANSWERS
@timmatthewssv
Question How to Find Answers
How are they creating awareness? Ad Spying
What customer problems are they focusing on? Keyword Spying
Where is their traffic coming from? Traffic Spying
How much money are they making? SEC Sleuthing
What projects are they planning, and what will they focus on?
Job Site Monitoring
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THE ETHICS OF COMPETITIVE INTEL
@timmatthewssv
In 1997, designer Steven Louis Davis faxes Gilette razor designs to Warner Lambert and Bic. Gets caught. Spends 27 months in prison.
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AD SPYING
@timmatthewssv
Adbeat.com Boxofads.com
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@timmatthewssv@timmatthewssv
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SEO KEYWORD SPYING
@timmatthewssv
Ispionage.com
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@timmatthewssv@timmatthewssv
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TRAFFIC SPYING
@timmatthewssv
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@timmatthewssv
What can this woman teach you?
@timmatthewssv
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SEC FILINGS
• 10K – Cost of acquisitions
•S1 – Cost and revenues of your competitors (and how much they make ;)
• 10Q – Quarterly revenues
• * Read the footnotes
@timmatthewssv
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• {Plankton}
@timmatthewssv@timmatthewssv
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JOB SITES
• Find out who they are hiring
• More Java developers?
• Find out where they are hiring
• Salespeople in the UK?
• Find out what employees and jobseekers think (Glassdoor)
• Do you have a talent hiring advantage?
@timmatthewssv
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ACTION PLAN – PUTTING IT ALL TOGETHER
@timmatthewssv
Question How to Find Answers What to Do
How are they creating awareness? Ad Spying Compare messaging. Buy ads.
What customer problems are they focusing on?
Keyword Spying Evaluate you SEO strategy
Where is their traffic coming from? Traffic Spying Build links. Guest blog.
How much money are they making? SEC Sleuthing Know where you really are
What projects are they planning, and what will they focus on?
Job Site Monitoring Prepare for a new launch. Positioning.
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TWEETABLE TAKEAWAYS
• How to Spy on Your Competition http://bit.ly/1HPWYSE
via @timmatthewssv #presentation
• HT @timmatthewssv Competition validates you. It creates
a category. via @ThisIsSethsBlog
• @timmatthewssv Know how competitors are acquiring
customers w keyword, traffic and ad spying @adbeat_com
@spyfu @iSpionage @SimilarWeb
• Don’t overlook SEC filings for competitive info via
@timmatthewssv
@timmatthewssv
For more on competitive positioning, Chapter 2
http://amzn.com/0692232850
http://www.slideshare.net/timmatthews2011/how-to-spy-on-your-competition