Agile Software Requirements by Dean Leffingwell

Author:Dean Leffingwell
Language: eng
Format: epub
Publisher: Pearson Education Limited (US titles)
Published: 2011-10-14T16:00:00+00:00

Competitive Analysis

Product companies always face the question, “Who is our competition, and what features are they offering?” It is possible to hire market survey companies that will research a domain and produce reports outlining prospective benefits of a product proposition. But most companies do their own competitive analysis; that way, they gain the knowledge directly, and it helps create their own distinctive competence over time.

In its simplest form, a competitive analysis consists of the following:

• Refining the domain of interest/product category

• Identifying competitors

• Studying competitive offerings

• Preparing an analysis of the finding for evaluation

A competitive analysis is usually presented as a matrix. The columns on the top of the matrix provide a listing of the various features that are important to the product. The rows of the matrix list the potential (perhaps “top ten”) competitors. The first row of the matrix is dedicated to the features offered by the company’s own proposed product.

Table 12-2 shows an example of competitive analysis for a company offering a new product in the web search and browsing domain.

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