Scribd
Upload
183 views33 pages

Competitive Intelligence for Startups

This document provides an overview of competitive intelligence and business research strategies for startups. It discusses why CI is important, how to research public companies, proxies, industries, markets, customers, competitors, funding, and free resources. Key points include researching annual reports, SEC filings, and earnings calls of public firms in the same industry; using SWOT analysis to understand strengths, weaknesses, opportunities, and threats; and mapping total addressable market, serviceable available market, and serviceable obtainable market. Social media, associations, forums, and Google strategies are recommended for additional intelligence gathering. Examples explore home goods, ecommerce, and sharing economy markets and customers like online furniture shoppers and millennials.

Uploaded by

rio_harcan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
183 views33 pages

Competitive Intelligence for Startups

This document provides an overview of competitive intelligence and business research strategies for startups. It discusses why CI is important, how to research public companies, proxies, industries, markets, customers, competitors, funding, and free resources. Key points include researching annual reports, SEC filings, and earnings calls of public firms in the same industry; using SWOT analysis to understand strengths, weaknesses, opportunities, and threats; and mapping total addressable market, serviceable available market, and serviceable obtainable market. Social media, associations, forums, and Google strategies are recommended for additional intelligence gathering. Examples explore home goods, ecommerce, and sharing economy markets and customers like online furniture shoppers and millennials.

Uploaded by

rio_harcan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Competitive Intelligence for Startups

April Kessler • Chief Research Analyst


Lindsey Schell • Chief of Business Development
Confidential
Why Competitive Intelligence?
● Due diligence
● Business research
● Pitch decks
● Funding justification/validation
● New Verticals/Customers

Confidential
Business Research Basics

Confidential
Proxy Company
● Public Company
● Competitors
● Same Industry
● Same Customers
● Same Monetization

Source: [Link]
Confidential
Public Company
Investor Relations
● Annual reports
● SEC filings
● 10K
● 10Q
● 8K
● S1
● Proxy
● Earnings/Conference calls

Confidential
SWOT

● OT = Industry Wide
● Weaknesses = Niche
Source: Whole Foods Market Inc., SWOT Analysis, Marketline, April 1, 2015

Confidential
Industry Overview

● Fitbit
o Diet
o Gyms
o Pedometers

Source: Fitbit Initiating, Dougherty & Company, June 17, 2015


Confidential
TAM/SAM/SOM

Source:[Link]

Confidential
Total Addressable Market

Source: Salesforce, Dreamforce 2013 Conference


Confidential
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

Confidential
Team

● Exec Bios
● Backgrounds
● History

Confidential
Customers

● Jet Owners
● Luxury Market
o art
o travel
o jewelry

Confidential
Competitors

Funding
Direct M&A
IPO
Indirect Financial Advisors
Legal Advisors
Substitute Customers
Exec Bios

Confidential
Competitors

● Gartner’s “Magic Quadrant”


● Search online
● Create your own based on
market research

Source: Gartner, 2014

Confidential
Market Maps

Source: [Link]
Confidential
Funding

● Intersection of
Tech & Sports
● Funding
● VCs interested

Source: Crunchbase
Confidential
Licensed Resources

Confidential
Free Resources

● Crunchbase ● Freemium
● PwC MoneyTree o BizJournals
● [Link] o Statista
● [Link] o eMarketer
● Indeed Job Postings

$
Confidential
Social Media

● Facebook
● Linkedin
● Twitter
● HootSuite
● Twitonomy

Confidential
Confidential
Associations

● For any industry


● Market research
● Surveys
● Free and pay

Confidential
Forums

● For any industry


● Market research
● Surveys
● Free

Source: Stack Overflow


Confidential
Google
Search
Strategies
● Google News
● Google Alerts
● Site:gov
● Filetype:ppt/pdf/xls

Confidential
Confidential
Confidential
Proxy Company

Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014


Confidential
Markets - Home Goods

● Furniture &
Home Goods
● eCommerce
● Shared Economy

Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014


Confidential
Markets - Home Goods

Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014


Confidential
Markets - Sharing Economy

Source: FastCompany
Confidential
Markets - eCommerce

Source: CB Insights
Confidential
Customers

● Online Furniture
● Growing Cities
● Home Construction

Source: Wayfair, Initiating Coverage, Wedbush Securities, October 2014


Confidential
Customers

Source: AMERICAN MILLENNIALS: Deciphering the Enigma Generation, Barkley Research


Confidential
Competitors

Source: Crunchbase
Confidential
Adjacent

● Pinterest
● Ad Placement

Source: Digital Information World


Confidential
Q&A

Lindsey Schell
Chief of Business Development
lindsey@[Link]

Confidential

You might also like