List of Competitors and their Assignees
- Aerogility - Ethan.
- Faculty AI - Will.
- causaLens - Chi.
- Smartia - Jack.
- IBM - Cameron.
- IQVIA - Georgina.
- Siemens - Undesignated.
- Olympus - Undesignated.
- Decision Lab - Undesignated.
Given Research (yet to be refined)
If used, then make sure to still find references and fact check.
https://chatgpt.com/share/67360b1e-2474-8003-b5af-821b41bd453f https://chatgpt.com/share/67360b34-4cd8-8003-a084-d23083f0191e
Analysis Outline
X represents a competitor from the list above.
This document aims to answer the following three questions in complete detail and specificity, with references to sources:
- Who are X‘s customers?
- What is X‘s complete business model?
- What brand messaging does X use?
1. Customers
An explanation of X‘s existing customers and customers they aim to reach.
- List the industries that X serves.
- For each industry, list what they do and highlight the main thing.
- List the customers that X serves.
- For each customer, state what role and position they have, e.g. mid-level fleet manager.
- For each customer, list the outcomes they aim for.
- For each outcome, state if X would help.
- For each outcome, list what tasks they do towards it.
- For each task, list what problems they might have trying to complete it.
- For each problem, state why it could occur.
- For each problem, if relevant, state how X could help.
- For each task, list what problems they might have trying to complete it.
- For each customer, list the opportunities X could offer, i.e. as a result of helping with the aforementioned problems.
2. Business Model
An explanation of how X makes money, what products or services they offer to do so.
2.1. Value Proposition
- List what X offers.
- For each offer, state whether it’s a product or service.
- For each product or service, state how it is delivered, i.e. in-person, remote, online application, etc.
- For each product or service, state what problems they solve (link back to customer examples if possible).
- For each solvable problem, state what platform is used to solve it, i.e. web application, advice, programming, prediction report, etc.
- For each product or service, state what benefits are gained by using it.
- For each offer, state whether it’s a product or service.
- List what technology, methods, and approaches X uses to offer what they offer.
- For each bit of technology, method, or approach, state where it’s used in their services and/or products.
- For each bit of technology, method, or approach, explain why it’s used by X, i.e. the benefits (cost, speed, flexibility, risk reduction, etc.).
- For each bit of technology, method, or approach, state what resources they use, i.e. people, team size, skills, location, etc.
2.2. Complete Business Model
- Explain X‘s business model:
- Explain how X generates profit:
- State how X generates revenue, e.g. government contracts, selling vehicles, offering consultancy, finders fees, etc.
- State what X charges for products and/or services.
- For each charge, state whether it’s a main revenue stream and why.
- For each charge, state how X charges for it, i.e. one-time charge for product, on-demand charging for service, recurring charges for service, etc.
- State what X charges for products and/or services.
- State how X loses revenue, i.e. their costs.
- For each cost, state how it’s mitigated to improve profit margins.
- State how X generates revenue, e.g. government contracts, selling vehicles, offering consultancy, finders fees, etc.
- State how X markets, e.g. trade shows, website traffic, social media advertisements, etc.
- State what partners X has, i.e. recurring customers.
- Explain how X generates profit:
2.3. Business Model Canvas
Using information from the previous sections (sections 1, 2.1, and 2.2), complete the Business Model Canvas, explained here. It should be fairly high-level and just an overview of the more detailed information here.
If you wish to do this digitally, I recommend using Excalidraw so that you can just edit the raw file: Business Model Canvas.excalidraw. If not, then the image linked is very large, so should print off nicely if converted to a PDF of any size.
Note: You could also just complete this with the original diagrams contained here, the only difference is that I renamed things slightly to be less confusing with reference to this document.
3. Brand Messaging
An explanation of how X communicates its brand and engages with customers through storytelling.
- Create a mood board of screenshots to demonstrate X‘s brand messaging.
- List examples of customer stories that X describes.
- State how X tells customer stories: a user → their task and problem → X‘s solution and its delivery.
- List where the stories are found, i.e. website, testimonials, social media, conferences, etc.
- State the perspective that X speaks from.
- State the tone of voice X uses.
- List any recurring messages and themes X uses.
- List any recurring keywords that X uses.
- List any imagery that X uses.
- State how ==X==‘s position is described in contrast to others, in these stories.
Using this information, complete the Brand Canvas (raw file here: Brand Canvas.excalidraw), which is explained here.
