Competitive Assessor™ 1.0 – Six Angles of Competition

Opportunity and Threat Assessment  

Start Assessor 1.0 Center For Advantage

Welcome to Competitive Assessor™ 1.0 – a checklist for identifying competitive opportunities and threats in the marketplace.  The purpose of this checklist is to help you assess competitive opportunities and threats from six different angles. 

A six angles analysis is an essential part of the competitive intelligence process since it helps you expand upon what you know about the marketplace and uncover that which you do not know or have not considered.  Bottom line: it assists anyone conducting competitive intelligence to comprehensively determine what opportunities and threats deserve further attention.

The end goal of the competitive intelligence process is to provide business leaders with critical information necessary to make the best business decisions possible.  This means you need to provide competitive intelligence on:

1. Competitive opportunities – opportunities to create short and long term competitive advantages

2. Direct competitive threats – typically threats from those competitors you know 

3. Indirect competitive threats – typically threats from those competitors you do not know or have not considered

To succeed as a competitive intelligence professional, you need to identify opportunities and threats before any chance to act on them has passed, and better yet, before they arise.  Knowing comprehensively what competitive intelligence information you need to acquire is a great start toward making that happen.

The Competitive Assessor™ 1.0 is a competitive intelligence checklist derived from Center For Advantage's Six Angles of Competition™, first published in 1999.  The six angles of competition are as follows:

Six Angles of Competition™

1. Direct competitors – Those competitors that fill the same buyer needs you fill in the same way that you fill them

2. Alternative use competitors – Those competitors that fill different buyer needs but do so in the same way that you fill your buyers' needs

3. Substitute competitors – Those competitors that fill the same buyer needs you fill but fill them in a different way

4. Economic competitors – Those competitors that fill neither the same buyer needs you fill nor use the same ways but do compete for the same buyer budgets

5. Complements – Those sellers with which you cooperate to fill buyer needs but then compete for the larger proportion of buyer expenditures

6. Buyers – The propensity and ability of buyers to fill their own needs

Understanding how the dynamics of competition effect your business from these six angles of competition provides a powerful and effective way for competitive intelligence professionals to package and present competitive intelligence that business leaders can use to make the best business decisions possible.  Therefore, use of the Competitive Assessor™ 1.0 will afford the following benefits:

1.  It will provide the means to prevent competitive blindsiding

2.  It will provide the means to uncover open opportunities in the market

3.  It will provide a comprehensive competitive landscape by which to execute breakthrough business strategies

Competitive Assessor™ 1.0 is available for you to use without charge when used on this website.  You may also link to this website through your own website for ease of access.  See Terms of Use.

We welcome your comments on Competitive Assessor™ 1.0 which you can send to info@centerforadvantage.com.  If you would like to take the concepts presented in Competitive Assessor™ 1.0 another level deeper, please contact us at info@centerforadvantage.com.  We offer competitive intelligence seminars and strategy consulting services designed specifically for the strategic acquisition and exploitation of competitive intelligence.  This content and additional competitive intelligence content is available for use outside this website with a license from Center For Advantage.  See Terms of Use.

Contact Information

Robert Cantrell

Center For Advantage

P.O. Box 42049

Arlington, VA 22204

703 - 379 - 9429

www.centerforadvantage.com

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