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)baker@expertsystem.it