confidential competitive intelligence for startups april kessler chief research analyst lindsey...
TRANSCRIPT
Confidential
Competitive Intelligence for StartupsApril Kessler • Chief Research AnalystLindsey Schell • Chief of Business Development
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Why Competitive Intelligence?
● Due diligence● Business research● Pitch decks● Funding justification/validation● New Verticals/Customers
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Business Research Basics
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Proxy Company
● Public Company● Competitors● Same Industry● Same Customers● Same Monetization
Source: FreeImages.com
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Public Company Investor Relations
● Annual reports● SEC filings
● 10K● 10Q● 8K● S1● Proxy
● Earnings/Conference calls
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SWOT
● OT = Industry Wide● Weaknesses = Niche
Source: Whole Foods Market Inc., SWOT Analysis, Marketline, April 1, 2015
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Industry Overview
● Fitbito Dieto Gymso Pedometer
s
Source: Fitbit Initiating, Dougherty & Company, June 17, 2015
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TAM/SAM/SOM
Source:LivePlan.com
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Total Addressable Market
Source: Salesforce, Dreamforce 2013 Conference
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Legal, Social and Political
● New Tax Laws○ Medical Device Tax (Section 4191, IRS Code)
● Regulatory Concerns ○ Local short term rental regulations HomeAway & AirBNB
● SEC rulings○ Accredited Investors
● Justice Department○ Monopoly enforcement on Bazaarvoice acquisition
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Team
● Exec Bios● Backgrounds● History
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Customers
● Jet Owners● Luxury Market
o arto travelo jewelry
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Competitors
DirectIndirect
Substitute
FundingM&AIPOFinancial AdvisorsLegal AdvisorsCustomersExec Bios
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Competitors
● Gartner’s “Magic Quadrant”
● Search online● Create your own based
on market research
Source: Gartner, 2014
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Market Maps
Source: Forbes.com
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Funding
● Intersection of Tech & Sports
● Funding● VCs
interested
Source: Crunchbase
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Licensed Resources
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Free Resources
● Crunchbase● PwC MoneyTree● FormDs.com● Thomasnet.com● Indeed Job Postings
● Freemiumo BizJournalso Statistao eMarketer
$
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Social Media
● Facebook● Linkedin● Twitter● HootSuite● Twitonomy
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Associations
● For any industry● Market research● Surveys● Free and pay
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Forums
● For any industry● Market research● Surveys● Free
Source: Stack Overflow
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Google Search Strategies
● Google News● Google Alerts● Site:gov● Filetype:ppt/pdf/
xls
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Proxy Company
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
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Markets - Home Goods
● Furniture & Home Goods
● eCommerce● Shared
Economy
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
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Markets - Home Goods
Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014
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Markets - Sharing Economy
Source: FastCompany
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Markets - eCommerce
Source: CB Insights
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Customers
● Online Furniture● Growing Cities● Home Construction
Source: Wayfair, Initiating Coverage, Wedbush Securities, October 2014
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Customers
Source: AMERICAN MILLENNIALS: Deciphering the Enigma Generation, Barkley Research
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Adjacent
● Pinterest● Ad Placement
Source: Digital Information World
