Template:BPB6B

                               Competition

    [] Look in your telephone book's yellow pages.

    [] Look in the industrial directories at your local library.

    [] Read industry magazines and look for advertisers.

(Company)'s product/service(s) offer XXX in XXX situations.

Competitive threats today come from XXX (other companies, industries, new/entrenched technologies, foreign countries), and XXX.

(Company)'s products/services perform in virtually all situations where XXX (your features, benefits, your customers are likely to be).

The ability to XXX (what it can do) with full capability on XXX (list of applications, machinery, people) is unique to (Company)'s products/services.

The ability to XXX (what it can do) is unique to this product/service, and our research indicates that its performance is superior to anything else on the market today.

In all comparisons, (Company)'s products/services provide more features and have superior performance than competitive products/services. In most cases, the number of differences is substantial. A complete technical comparison is available.

    [] Put all comparisons and test results in the Appendix.

XXX Product/Service

Companies that compete in this market are XXX, XXX, and XXX. All companies mentioned charge competitive prices. (List examples)

XXX's (competitive) product/service does not provide the same capabilities in a situation where XXX (describe circumstances).

This is the only way XXX (your product/service) and XXX (their product/service) compete.

XXX (competition) advertises in XXX, XXX, and XXX publications.

    [] Discuss results - if they advertise consistently/continuously
    there, it must be working for them.

Companies with competitive products/services in this market are XXX.

XXX (competitor) products only operate in a XXX (limited, etc.) way.

This market segment is not shared with any competitors. Competition does exist, however, in the XXX (industries, countries). Competitors in this area are XXX, XXX, and XXX.

    [] False or incomplete information here translates as dishonesty and
    negligence to investors, bankers, etc.

    [] Do not delude yourself (or your investors) regarding competition.

Competitive Roundup

The following chart illustrates how (Company)'s product/service compares to the competition in several different key areas.

                      Competitive Roundup - Company

Product/service XXX XXX XXX Company XXX XXX XXX Estimated 19XX Sales (000) $ Estimated Share of Market  % Estimated Advertising Budget $XX

Rank: 1=Weak to 5=Strong:

    Product Line               X             X           X
    Quality
    Technology
    Advertising Effectiveness
    Sales Force Excellence
    Distribution
    Manufacturing Efficiency
    Standing in Industry
    Future Potential
    Seriousness of Competition

Number of Employees Greatest Strength Key Weakness How we should react to them.

                  Competitive Roundup - Product/Service

Price XXX XXX XXX Size Capacity Ease of Use Installation Range Appearance Quality Design Useful Life Trade-in Value Technology Responsiveness State-of-the-Art 24 Hour Availability/Support Technical Expertise Repair Service Efficiency Guarantee/Warranty Complete On-Time Capability Upgrades

Observations & Conclusions

It appears, from the above information, that XXX.

    [] Are there market niche opportunities we have overlooked?

    [] Are our resources being deployed against the most serious
    competitors?

    [] Place competitors' advertisements and brochures in the Appendix.

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