7. What are your competitors doing well?
Forgive the authors for being a little forward, but you might need some help with this. This is because you need to have an element of impartiality toward the organisations you want to beat.
Try to create a couple of analysis based documents, get to the bottom of the things they are brilliant at, the areas where they might let themselves down, who they are associated with or partner with? How might they be able to pivot their business regarding changes in the environment.
Once you have put all this together you should see gaps to form your own plan. For example how can you do what they are doing well, better? No mixing words, steal their great ideas and do them better.
Can you tap into and play on their weaknesses, demonstrating to customers that you don’t share these. Are any of these a key selling proposition?
Concentrating on these areas will appeal to a lot of customers who are already aware of the services or products your business engages in. Why? Because it’s different, maybe they will get a better experience, maybe they will see the added value, maybe your brand is more aligned with their ethos..