Know-How Exchange : Research/Metrics

If they are public companies, you can request a copy of their annual reports. Just contact the investor relations dept and ask them to mail a copy. Some annual reports will be available online, and some will include more information in the printed version.

I am going to have to sleep on this one. However for starters, something of a sideways look.

This won't actually tell you much that is factual; however it will give you an idea of where they are placing themselves. That in itself will give you ideas as to what they are up to.

For each company find five articles on the web that they have published in some way or other. It doesn't matter what, just as long as they have at least a paragraph of information.

Make a table up with the following headings: Offer - Features - Keyword - Tone of Voice

When you have done this you will find a commonality with all the advertisements or articles. That will tell you what that company is up to in a very general way.

Do this for each of your targets.

Now this isn't exactly what you asked for. What it will do is give you the foundations for your report, and it will give you strong indications as to where you should look to find the information you really need.

Of course you can also try Spyfu and the like, and again the table will help evaluate their general objectives.

To your success, Moriarty xxx

Oh, and it is something to do that will keep you from chewing at the corners of the carpet in frustration. Inspiration comes in funny ways, and this sort of exercise can sometimes lead you to it.

M

Is this company a public company? Go to stock research sites and they will give you a starting list of their competitors. The analysts will also give you ideas on where they stand with competitors. Their annual report is right on the website, no need to order, its at your finger tips. CHeck out their competitors stock.

Every company has while several businesses within their core, they have a sweet spot-- an area where they really shine. That is where you need to focus. I did a retail store biz plan recent where they offered a large variety of products, but they are known for one specific area. They do it well and out position the competitors. Now they have to offer all the other items but they know what they do best. In fact if a company feels they do everything well, I'd view that as a weakness.

Find that sweet spot and start googling those key words. You will either confirm what you thought or you'll evaluate and adjust what you have learned.

I start with a SWOT analysis. I find answers often bubble to the surface.

There is no easy way, and it's about fact finding vs story telling. At first-- then you look for untapped opportunites. And you google those in that field and see another set of crayons. You'll be taking a lot of twist and turns and that-- is what makes my tail wag in doing this kind of research.

Start with the slant-- would I invest in this company or a competitors. What would convince me is the better company.