First session:
Clarify industry research framework
- Examples of industry research frameworks
- Key points of industry research
Basic ability of analyzing -- collecting information
- Information collection and collation
- DIKW model
Overall market analysis
- Market growth in the past 3-5 years
- Existing market size
- Forecast of future market size
- Analyze the drivers behind the market growth in the past
Judging the future trends of the market
Output: Select an industry (the industry where you want to study competitive products), search the industry research report of the industry, and output the mind map according to the industry research report.
Second session：
Market segmentation analysis
- Further market segmentation
- repeat industry wide analysis for each segment
- STP analysis model & 4Ps principle
Analysis of competitive situation
- Identify the main players in each market segment, their market share, pricing range, etc.
- Judge the competition intensity of each market segment
- Competition situation analysis matrix
Competitor analysis
- Establish competitor database: sales volume, development strategy, 4P, customer base, product strategy, product portfolio
- Sum up the key points of competitors' success (KSF)
Output: According to the selected industry of activity 1, analyze the main competitors of the industry, and output a competitive situation analysis report (including: product strategy and product portfolio).
Third session：
User insight
- Customer segmentation
- Priority analysis of customer segments
- Effective market initiatives
- Insight into key points of to B requirements analysis
Strategic path selection
- Strategic growth map
- Blueprint for market growth
Clarify the purpose and objective of competitive product analysis
- Decision support
- Learning from others
- Market warning
Output: Make a user insight report for your product.
Fourth session：
Choose competitive products
- Classification: direct competitors, indirect competitors, substitutes and references
- First selection: select competitive products according to the purpose of competitive products analysis
- Re-selection: re-select according to the purpose, the preliminary selection results and different stages of the product
Determine the analysis dimension
Product perspective
- Function; user experience design; team background; technology; marketing; strategic positioning; user situation; profit model; layout planning
User perspective (to C and to b)
Collect competitive product information
- Competitive product information sources: industry media and community, patent agency, reverse engineering, internal channel of the company, personal experience, informal channel
Output: According to the purpose of competitive product analysis in assignment 3, re-select select competitive products, determine competitive products, and write a summary
Fifth session：
Information arrangement and analysis
- Five work contents of information collation
- The thinking method of information analysis: fact explanation action
- Common methods of competitive product analysis: addition, subtraction, multiplication and division, comparison, matrix analysis, competitive product tracking matrix, function disassembly, exploration requirements, SWOT analysis
One page summary analysis report
- One page summary analysis report - competitive product canvas: MVP (minimum available product) of competitive product report
- The format of competitive product analysis report: PPT, word, Excel, mind map
Complete competitive document analysis report
Output: Create a competing canvas for your product
