Opportunity/Threat Analysis

Business IntelligenceData Flow & SaaS

Workshop4/28 – 4/29/08

Paul SchumannGlocal Vantage, Inc.

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Topics

• Review of Concepts • Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Perspective

Strategy

OrganizationalCapability

OrganizationalCapacityStakeholders

Market

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Market

Elements• Customers• Competition• Technology

Driving Forces• Demographic• Economic• Technological• Social• Political• Environmental

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Market

CustomersCompetitors

Technology

Social

Economic

Demographic

Technological

Opportunity Threat

Environmental

Political

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Market

Type• Horizontal• Vertical• Segment

Elements• Customers

– Current– Identified Potential– Unidentified Potential

• Competition– Direct– Indirect– Structural

• Technology– Embedded– Supportive– Enabling

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Organization

• Projects• Resources

– Capital– People– Facilities & Equipment– Knowledge– Strategic Relationships

• Culture– Beliefs– Values– Behaviors

Strengths/Weaknesses

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Stakeholders

• Stockholders/Owners

• Bankers

• Suppliers

• Employees

• Customers

• Community

Hopes/Fears

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Strategy

• Vision

• Mission

• Goals

• Strategies

• Business model

• Value proposition

• Plans

Change=Innovation

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Innovation

Incremental

Distinctive

Breakthrough

Procedure Process Product

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Illustrations

• 50 % incremental procedure

• 30% breakthrough process

• 20% distinctive product

• 10% breakthrough procedure

• 20% incremental process

• 70% distinctive product

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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What is the Market?

• Horizontal– Business Intelligence

• Vertical– Industry– Country/Region

• Segment– SaaS Implementation

• Time Frame

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Driving Forces

• What are driving forces affecting this market over the time frame:– Demographic?– Economic?– Social?– Political?– Technological?– Environmental?

• What is the importance of each of these driving forces with respect to your product/service?

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Customers

• Who are the current customers and what are their needs now?

• Who are the identifiable potential customers and what are their needs now? What would cause them to change to your product/service?

• Who are the unidentifiable customers? Describe their characteristics. What are their present needs? What would cause them to abandon what they are presently doing to change to your product/service?

• Considering the driving forces, how would each of the above change over the time frame?

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Market Research

• Secondary

• Primary– Qualitative– Quantitative

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Technology

• What are the key embedded technologies now?• What are the key supportive technologies now?• What are the key enabling technologies now?• Considering the driving forces, what changes would

occur in the listing of these key technologies?• What are the current capabilities for these key

technologies?• How will the capabilities of these key technologies

change over the time frame?• Will these new capabilities alter customer needs or

create new needs?

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Technology Forecasting

• Trend Extrapolation

• Substitution Analysis

• Expert Opinion

• Integrative

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Substitution Analysis Illustration

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0.9

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2006 2008 2010 2012 2014 2016 2018 2020 2022

Year

Penetration LE Data

LE Projected

SMB Data

SMB Projected

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Competition

• Who are the direct competitors in this market now? What are their strategies?

• Who are the indirect competitors in this market now? What are their strategies?

• Who or what are the structural competitors in this market? What are their strategies?

• How might this change over the time frame?• Will the forecasted capability of the key

technologies alter this competitive landscape?

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Integration

• Integrating all of the factors considered – driving forces, customers needs, technological capability and competitive responses – what are the opportunities and threats for the product/service now and over the time frame?

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Topics

• Review of Concepts• Selection & Description of the Market• Understanding Driving Forces• Determining Customer Needs• Forecasting Technology• Assessing Competition• Integration• Next Steps

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Next Steps

• What information is needed?

• How will it be obtained?

• How will it all be integrated?

• How will the results be presented?