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Transcript of Start Making Sense! Turning Information Into Intelligence July 2007 Sponsored by © 2007 Fred...
Start Making Sense!
Turning Information Into Intelligence
July 2007Sponsored by
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Fred WergelesPresidentFred Wergeles & Associates LLC
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Agenda
Introduction to IntelligenceWhat to CollectHow to AnalyzeTechnology AidsWrap-up – Q & A
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
What Does the Future Hold?
iPod Suppliers Down On Uncertain Outlook
Estate Tax Repeal Passes
US House, Senate Fate
Uncertain
Nanotechnology's Obstacles Are Tremendous What's H
olding
Back Info Tech?
Making Net
Phones Smart
Business
Uncertainty Is Certain Next Year
– WSJ 12/9/05
Markets ForeseeUncertain PatchAfter Fed Handoff
Dow Slips as Jobs Data Paint Murky Picture
Direction of Dollar
Is Unclear
Falling Oil Prices Belie
An Uncertain
Future
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
The Only Constant in Business is Change…
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”
Charles Darwin
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
What does your Industry look like?
Who is winning in your market and why?How do your company’s products and services stack up against the competition?What impact will emerging technologies have on your market position?How will new regulations affect your industry?
Do you know what your competitors are up to?
Are you worried they may know something you don’t?
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Recent Cross-Industry Study
Almost one-third of the (mostly large) companies surveyed said they have no organized way to deliver market intelligence to senior mangersHalf of the companies did not have a system for passing along early warnings of threats or opportunities.Almost 1 in 5 respondents said they lacked the know-how to implement an effective CI program.
Ostriches & Eagles, 2005 Outward Insights
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Definitions
“Competitive Intelligence is a systematic program for gathering and analyzing information about your competitors’ activities and general business trends to further your own company’s goals.”
from Competitive Intelligence, by Larry Kahaner
_____________________________________________________________________________________________________________
Knowledge and foreknowledge of the competitive environment — the prelude to decision and action.
Goals of Competitive Analysis:• understand the strengths, weaknesses and
strategies of the competition• predict their next moves
Competitive Intelligence Focuses on the External Environment
Competitor Capabilities and Intentions
Industry Trends
Markets and Customers
Technology Political, Economic and Social Changes; Regulatory Developments
Corporate Security Threats
Competitive Intelligence
- Strengths, Weaknesses- Strategies, Tactics
- Consolidation, M&A- Business Cycles
- Political Stability- Environmental regulations
- Awareness of info your competitors may be collecting on you
- “Scouting”- Emerging capabilities- Technology JVs
- Customer Requirements- Changing Markets- New Products- Supply, Distribution
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
The Intelligence Process
Planning
Collection
Analysis
Reporting
What Has Been Collected Determines What Analysis Can & Should Be Used.
Analytical Outcomes & End User Desires Help Determine The Format Of The Report.
What is NeededDetermines What & How Much To Collect & WhatSources To Use.
Reports Lead To Follow-Up, Clarification, Tracking or Whole New Intelligence Needs.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
CUSTOMERS
YOUR COMPANY
COMPETITORS
The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
CUSTOMERS
YOUR COMPANY
MarketResearch
COMPETITORS
How do Customers Perceive
Us?
The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
CUSTOMERS
MarketIntelligenc
e
YOUR COMPANY
MarketResearch
COMPETITORS
How do Customers Perceive
Us?
How do Customers
Perceive our Competitors?
The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
CUSTOMERS
MarketIntelligenc
e
YOUR COMPANY
MarketResearch
Competitive
Analysis
COMPETITORS
How do Customers Perceive
Us?
How do Customers
Perceive our Competitors?
What are our Competitors’Capabilities and Intentions
Towards Us?
The Relationship Between Market Research and Competitive Intelligence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Objectives of Intelligence
Provide Early Warning: Identify Threats and Opportunities
Support Strategic Planning decision making
Support Operations – Sales, Marketing, R&D, Product Development
Assess and Monitor Competitors
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
A Powerful Management Tool
• Organizes the flow of critical information– Ensures that intelligence gets to key managers
• Provides management with actionable information
– Focuses information on decision makers' needs
• Improves decisions affected by external factors– Identifies alternatives – helps management face new
issues
– “What if…?”
• Enhances managerial awareness and preparedness
– Minimizes likelihood of managerial surprises
– Supports risk management efforts
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Competitive Intelligence Is Not….
Corporate EspionageTheft of Trade Secrets“Dumpster Diving”
We Will Not…
Misuse ConsultantsOr Agents
Conduct False Job interviews
MisrepresentOurselves
Use Illegal Methods
Target Proprietary Information
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Mobilize Information Resources
Exploit Electronic and Printed Information Sources
– Indexing– Semantic Analysis
Develop Human Source Networks
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Published Information
GET A LIBRARY CARD !!!Free News DatabasesNews Alert SitesTrade JournalsSubscriptions – Online Resources
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Some Good Business & Industry Websites
http://www.hoovers.com/free/http://www.dnb.com/us/http://finance.yahoo.com/
www.CEOExpress.com/http://www.FirstGov.govhttp://www.topix.net http://indorgs.virginia.edu/portico/ http://www.StateLocalGov.net/index.cfm
http://www.uspto.gov/ - Patents - Trademarks
http://www.newspaperlinks.com/ - Local Newspapers
Company Information
Information Portals
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
More Good Business & Industry Websites
http://my.Yahoo.com/http://www.Individual.com/http://www.RocketNews.com/info/portal.jsphttp://www.PRnewswire.com/http://www.NewsIsFree.com
http://www.Anywho.com/rl.htmlhttp://info.ASAEcenter.orghttp://www.Monster.comhttp://www.Zoominfo.comhttp://virtualpet.com/industry/mfg/mfg.htmhttp://www.RefDesk.com
News Services
Miscellaneous
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Science & Technology Websites
http://www.USPTO.gov/• Also various countries have patent websites:
(http://www.pcug.org.au/~arhen/)
http://www.PatentAlert.com - free e-mails on new patents issued
http://www.Scirus.com - scientific search enginehttp://www.Technorati.com - weblog search enginehttp://www.InfoToday.com/SuperSearchers - portalhttp:/www.stn-international.de - fee-based search enginehttp://www.FreshPatents.com - new patents and technologies
http://www.Yet2.com - technology “exchange”
http://graylit.osti.gov/ - Gov’t-funded research reports
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Miscellaneous Sites
http://www.screwedcentral.com/ - Consumer complaintshttp://blogsearch.google.com/ - blog searcheshttp://www.allconferences.com/ - conference search enginehttp://www.cga.ct.gov/ - CT General Assemblyhttp://www.pretrieve.com/ - Public Records
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Human Sources
Senior ManagementSales TeamMarketingHuman ResourcesEngineers - “Techies”Industry Experts & Thought Leaders Trade ShowsWall St. AnalystsJournalists
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Other External Sources
CustomersSuppliers, DistributorsIndustry and Trade AssociationsConsumer GroupsConsultants and service-providers to your firmColleges and UniversitiesEmbassies, consulates, commissions, NGO’sLabor unionsSpecial Interest GroupsLibrariansAdvertising execsJob placement agenciesMunicipal RecordsCourt RecordsCompetitors
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Finding the “Gold” at Trade Shows & Industry Conferences
Market Your Product or Service Meet Customers and Prospects Meet Market Experts Learn Industry Best PracticesLearn about new Technology & TrendsIdentify New Suppliers
Why Go to Trade Shows?
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Intelligence Technology
Planning
Collection
Analysis
Reporting
Search, Indexing, Retrieval, Summarization, Snippet, & Meta-Data Generation.
Text Data Mining, Relational Database Storage, Analytical Modules & Graphics Generation.
Communication, Collaboration, Tasking, Tracking & Calendaring Functions.
Direct Connection To Microsoft Office – Word & Powerpoint Using Templates.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Analyze the Data
Competitors’ Strengths & WeaknessesNew ProductsMarketing ThemesOrganizational ChangesR&D TrendsEmerging TechnologiesM&A, Partnerships, JVs Opportunities & Threats
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Analyzing Data - Semantics
Computers can now read like you do – for context and meaning.
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Benefits of Competitive Intelligence
Identify Business Opportunities
-- M&A, JVs, Partnerships
Improve Reaction Time
Technology Scouting
Harness Internal Knowledge
Benchmarking
Early Warning of Competitive Threats
Avoid Surprises
-- Explore “what if” situations
Anticipate Changing Environment
Protect Your Intellectual Property
Offensive
Defensive
Collection
+Analysis
Improve Strategic Planning
Exploit Disruptive Technologies
Seize Marketing Opportunities
Outperform the Competition
Improve Product Development
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Benefits of Competitive Intelligence
Decision
Centric
Reports
Uniquely
Insightful
Analysis
Fast
Collection
Of Evidence
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Checklist for Creating an Effective CI Team
Does CI have a champion within the company? Has the CI function been clearly defined and determined
who it will serve? Have you established a process for collecting competitive
information from employees? Are there clearly defined roles & responsibilities?
Do you know what CI skills you will need? Is there an communication strategy for Competitive
Intelligence within the company? Does the team have a plan for building CI awareness?
Have you determined what IT tools, support and training you will need?
Has the company set realistic expectations for the CI team?
From: Competitive Intelligence, APQC Publications
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Q & AFred Wergeles
President
Fred Wergeles & Associates LLC
(860) 408-9093
Fred @ IntelStrategy.com
www.IntelStrategy.com
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
About Fred Wergeles & Associates LLC
Specialists in Competitive Intelligence, Market Analysis and Strategic PlanningExperts in Innovative CI Solutions• Competitive Intelligence System Design,
Development and Implementation CI – Strategic Planning – Market Research – Marketing – Sales
• Outsourced CI services – Small and Large firms• Competitive Assessments • Customized Training, Coaching and Professional
Development
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Fred Wergeles, Founder and Principal
18 years at CIA, White House and PentagonCI Manager at a Fortune 100 companyAdjunct Professor at Univ. of Hartford Business School – MBA program in Market & Competitive AnalysisFounder, CT Economic Gardening GroupSociety of Competitive Intelligence Professionals (SCIP) - International Board of Directors SCIP Catalyst Award winnerCT SCIP chapter coordinatorSCIP Annual Meeting – Workshops & PresentationsNationally-known speaker for business groups
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Sponsor Information – Expert System
Undisputed market leader in language technology in Italy and supplier of language technology to MicrosoftPioneer in applying semantic technologies to language applicationsCustomers in different segments including enterprises, homeland security, government organizationsOffices in Italy, Germany UK and US
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Expert System Example Customers
© 2007 Fred Wergeles & Associates LLC All Rights Reserved.
Sponsor Contact
Brooke AkerDirector of Consulting ServicesExpert System860-728-8000 (office)860-614-2411 (cell)[email protected]