Activity

USS Biz Trek Activity #11: Spies Like Us

In this lesson, you explored three steps for checking out your competitor. They were:

Identify your competitors.
Pay them a visit.
Study the clues.

At first it may seem like a lot of work, but the results are worth it. You can bet your competitors are checking you out, just as you are trying to learn about them.

Loggin’ On

In your log, start a section titled "My Competitors." Grab the yellow pages and start hunting. List their names, addresses, and phone numbers in your notebook. Also check the ads in the local paper and the Chamber of Commerce. Finally, ask people in your neighborhood.

Now start a new section in your notebook titled "Sizing up the Competition." Make a page for each competitor. Then visit or phone this place of business and take notes on the topics listed below.

Price: Compared to your product is it higher or lower?

Store appearance: Is the store clean, organized, and attractive?

Hours of operation: What are the normal operating hours? Are they open at night and on weekends? Do they open early in the morning?

Location: Is the store or site easy to get to?

Employee attitude: Were they friendly and courteous?

Employee knowledge: Do they know their stuff? Can they answer general and specific questions about their products?

Special equipment: How does their equipment compare to yours? Can you compete against other businesses with the equipment you currently have?

General comments: Is there anything that makes their products more or less exciting?

Don’t forget to get samples of brochures, price lists, contracts, or anything else on paper that they offer. You may want to make a folder for each competitor where you can keep ongoing notes on their business activities. As you continue to observe them, answer the questions below:

Can I give customers a better product? How?
Can I give customers better service? How?
Can I give customers a better price? How?

Finished?

Rocket back to Lesson 4

Rocket forward to Activity 12