Gather competitor intelligence
What to collect on the businesses your customers also consider, where all of it is free to find, and the five numbers worth tracking every quarter. It also draws the line between research and the kind of enquiry you should not make.
Download the guide
Look inside
Eight of the thirteen pages. Turn them the way you would a printed guide.
What the guide covers
Thirteen pages, laid out the same way as every other guide in the series.
What to collect, and where it lives
Six things worth knowing about a competitor, and the free source for each one.
Eight actions
Numbered and in order, from naming the five you actually compete with to setting the quarterly review.
A worked example
A kitchen fitting company in Bristol, nine staff, against two local rivals and a national chain.
A one-page competitor file
One file, five competitors, updated quarterly.
Related
Where to go next.
Define your unique selling proposition
Three tests a proposition has to pass, and the six places it has to appear.
Read the guide
Build a marketing plan
Six questions a plan has to answer, on a few pages rather than forty.
Read the guideWhere this fits. Competitor work feeds two things. A marketing audit, which tells you where you stand, and brand positioning, which decides what you do about it.
The article behind this guide. Conducting a competitive analysis in the UAE.
Sources. Michael Porter, Competitive Strategy: Techniques for Analyzing Industries and Competitors, Free Press, 1980. The platform advertising libraries, all free: Meta Ad Library, Google Ads Transparency Center, and the LinkedIn ad tab on any company page. Google Trends and Google Alerts, both free. Listed in full on page 10 of the guide.
Next step
Talk the decision through before you commit to it
A 30 minute discovery call at no charge, on whichever part of this sits closest to the decision in front of you.
Book a discovery callOr read how marketing audit and diagnostics works, what it covers and how it is scoped.