As it is necessary to understand the direction and strength of the wind, before sailing, one must know the contrary winds in business. Charting a development strategy for a large or small business requires detail information about the competition. Too many entrepreneurs launch out with a dream, but never bring it down to the real world where men, women and children make the decisions “to buy or not to buy.” What are the qualities and flaws of the competitive products or services? Where and how are they sold? What are the prices and discounts? Who sells them? The provider’s reputation, financial strength, history and sales staff provide important clues to the nature of competition a product faces. The best ways to research include:
· Search the Internet for information, critiques, or evaluations of your competitors;
· Purchase the product or service for your personal evaluation;
· Find out what potential consumers think about it;
Getting this information requires a bit of work and research. Visit the competitor, interview their customers, sit in a place where you can observe the operation, and keep records. Who’s buying? What are they buying? At what price? Always look for any wrinkles in the competitor’s operation.
Once you have drawn a picture of the competitor, compare your own business plan to that. What advantage does your business strategy, location, products or services have over the competition? In particular, consider the pricing. Can you compete on price? If your goods are higher in price explain why. You may succeed with higher prices, but there will have to be reasons why people will pay more for your products. The aesthetics of the store, the nature of a guarantee, the skills of the sales staff and other features make be an attraction. How does your business compare to the competition? You want to compose your strategy based on the competition. All of this information will give you a clue to the potential you have of beating the competition. If you can beat the competition you have a better chance of being the business to survive.