There is a simple process you can follow to do competitive analysis and see how you compare. When you have done this you will easily be able to redefine your self and improve your competitive position.

If you take an A4 page and draw a line down the centre. To the left of the line list your competitors, as many as you wish.

To the right of the line against each competitor note down what makes them great, what makes them attractive to your customers?

Competitor What makes them great?

1

2

etc

Really think it through.

Now you are ready to see how you compare.

What makes you stand out?

What do your clients really appreciate from you? What differentiates you?

Similar to before list on the left the features you offer. Against each feature note the BENEFIT to your customer

Feature(s) I Offer Benefit to client

1

2

etc

You have now taken a look at your competitors and your own business and hopefully can see the areas where you have an edge.

If not you have to find an edge. Once you know what your edge is you have to be sure to communicate it to your target audience - and keep communicating it.

How to re-define yourself.

After you have completed the exercise, try to get someone who does not know what you do and get them to see if they understand it. Ask them to explain what they think you do, if they get it right and understand it you are doing fine.

However, if there are any gaps between your idea of the reality and their perception they must be corrected.

What you need is for an independent person to be able to read this and be totally clear on what you offer. Keep refining until you are happy. Here's how to refine it.

I am a ___________________________________

I work in the _________Area/industry/market.

I carry out tasks such as___________________

People need my services because_____________

My unique proposition is____________________

A client is better off using me/my products because_____________________________________

I therefore am______________________________

You have by now had a good look at your competitors, compared you/your business with them and redefined your business as necessary.

Build this into your thinking and sales and marketing literature and go on to get more great business.

No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantagesof doing business with you, trained to use your products more effectively, and taught how to make never ending improvements to their lives.

Robert G Allen

Best wishes,

Michael Harrison.

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