Competitive Analysis Frameworks for Effective Product Management:
Getting Beyond Feature Comparisons to Truly Thrash Your Competition
Sean Campbell -- Principle & Co-Owner -- Cascade Insights
Knowing your competitors’ strategies can be the difference between your next product’s success or failure, and yet members of business leadership teams, marketers, product managers, and sales teams are often stretched too thin just “doing their job” to spend much time really analyzing the competition. Attendees will learn how to gather the right information and examine it through time-tested analytical frameworks, such as Five Forces, Four Corners, ACH, and Scenario Planning, to get to the insights upon which strategic product portfolio decisions can be based.
During this session attendees will also learn how they can make the most of open source intelligence (OSINT) assets. Competitors often leave a trail of digital exhaust that can be seen across the internet. Importantly, you can examine this digital exhaust and determine where your competition is heading. What they’re planning, who they’re selling to, and how successful they’re being. We’ll show you how to go beyond Hoovers and LexisNexis -- how to go beyond Google -- and get competitive information from the “deep Web.” During this presentation attendees will learn how to use over 20+ free (or very cheap) web based tools to collect and intelligence from the web.
- Meaningful frameworks for evaluating competitive advantages
- Best practices for searching the “Deep Web”
- Relevant examples of how these tools have been used in competitive intelligence projects
- Guidance as to how to rank and prioritize open source intelligence sources
- 20+ free Web tools for Competitive Intelligence
As a bonus, attendees will also receive an eCopy of Cascade Insights books - Going Beyond Google: Gathering Internet Intelligence, and Framework Fight Club – Round #1 and Round #2.
About the Speaker
Mr. Campbell is the co-owner of Cascade Insights, a competitive intelligence firm that helps organizations grow during market changes, take share from their competitors, and protect the share they already have. His competitive intelligence knowledge is rooted in nearly 20 years of working with leading-edge hardware and software technologies. Prior to co-founding Cascade Insights, he co-founded and eventually sold a technical consultancy that consistently worked for some of the largest companies in the software and hardware industries, such as Microsoft and Intel.
As a recognized thought leader in the competitive intelligence community, Sean is a highly sought after speaker for national events on competitive intelligence and industry analysis. He has delivered over 100 workshops and seminars hosted by organizations such as Software CEO, the Silicon Valley AMA, the Silicon Valley Product Management Association, the Investigative Reporters and Editors conference, MarketingProfs, the Marketing Research Association's, the Marketing Research and Intelligence Association of Canada, the Strategic and Competitive Intelligence Professionals (SCIP) conference and other organizations.
Sean is a co-author of “Going Beyond Google: Gathering Internet Intelligence,” now in its 4th edition. The book was listed as a must read by the Strategic and Competitive Intelligence Professionals society for 2009 and 2010. Sean co-authored three other technology books (Microsoft Press or Intel Press). Sean has authored many articles on competitive intelligence techniques for various market research and competitive intelligence magazines and web sites.
Sean is a contributing assistant professor at Willamette University’s Atkinson Graduate School of Management in Oregon, where he teaches industry analysis and competitive intelligence.
Sean also actively participates on a number of leadership committees for non-profits and business associations. He recently co-chaired the Oregon SCIP chapter, and received the Catalyst Award from SCIP in 2010. Sean holds a M.A. from Purdue University and a B.A. from Loyola University of Chicago. He currently resides in Oregon.
Agenda (May 16, 2013 6-9pm):
8:30 - 9:00 Q&A and Closing
Early-Bird/ Pre-Registration/ Door registration by May 13th/ 15th/ 16th
(Includes appetizers, soft drinks and water)
PDMA & SCIP Members - $25/ $30/ $35
Non-Members - $35/ $40/ $45
SCIP Members please use SCIP
Student -- 50% non-member rate only
Unemployed -- 60% member or non-member rate
Faculty -- $10 off member or non-member rate
Affiliate Membership organizations, use discount codes provided
Northwestern Students please use NWNstudent
Refunds available up to 24 hours before event
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