Mastering competitor analysis: How to run an effective competitor analysis meeting

Learn how to conduct a successful competitor analysis meeting with our step-by-step guide. Explore strategies for effective competitor evaluation, engaging discussions, and actionable insights to gain a competitive edge in your market.

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Craft Author: Tom Norman
Tom Norman
Team having a competitor analysis meeting.

Running an effective competitor analysis meeting is crucial for any business aiming to stay ahead in a competitive market. This meeting not only highlights your competitors' strengths and weaknesses but also uncovers key opportunities for your product.

By focusing on the right areas, your team can uncover valuable insights about your competitors and gain a competitive edge. Follow our step-by-step guide for a complete walkthrough of how to conduct a successful competitor analysis meeting — from choosing the right competitors and criteria for evaluation to making your meetings interactive and actionable.

What is a competitor analysis meeting?

Competitor analysis is a process of evaluating and comparing your competitors to identify the strengths and weaknesses of your own business. By dissecting their methods, marketing approaches, and customer sentiments, you not only gain insights into how they operate but also how you can refine your own strategies. This deep dive can reveal potential blind spots in your business and any areas where you may be unintentionally falling behind your competitors. It can also help you understand what sets you apart, giving you a clear focus for your branding and marketing efforts.

Benefits of a competitor analysis meeting

  1. It gives you insights into market trends: Knowing your competitors can help you better understand the market landscape. This allows you to forecast industry trends, giving you the upper hand when it comes to innovation and meeting customer demands.
  2. It helps you find the gaps: You can't be everything to everyone, but you can be something great to someone. Finding where competitors are lacking can reveal new customer needs. For example, their product might be lacking a key feature or their customer service is subpar. These are the gaps your business can fill to win market share.
  3. It shapes your strategy: Information gathered from competitor analysis helps in making informed decisions — from product development to marketing strategy. For instance, if a successful competitor is excelling in customer service, you might decide to up your own game in that area.

Preparing for the meeting

1. Select your competitors and criteria

Before you go into the meeting room, it's essential to pinpoint exactly who you're up against in the market. While it's tempting to focus on industry giants, don't overlook smaller companies that may be rising stars or directly competing in your niche. Create a list of competitors, then decide on the criteria that will serve as the basis for your analysis. These should be metrics and attributes that align closely with your own business goals and objectives.

These could include factors like:

  • Market share
  • Product features
  • Customer experience
  • Price points
  • Geographic reach

Don't forget to include a mix of quantitative and qualitative metrics for a more rounded view.

2. Gather information

Gathering information is crucial, especially when it comes to competitor analysis. Here are some methods to gather the data you need:

  1. SWOT analysis: Assess the Strengths, Weaknesses, Opportunities, and Threats of each competitor.
  2. Customer reviews: Look into online reviews and social media to gauge customer sentiment about your competitors.
  3. Web scraping tools: Use available tools to gather data on competitor pricing, web traffic, and keyword ranking.
  4. Google search: Don't underestimate the power of a Google search. You could uncover resources like press releases, news articles, and interviews that provide additional insights.
  5. Industry reports: Check for any industry-specific reports that might give you quantitative data to back your analysis.Preparing for a competitor analysis meeting.

Competitor analysis meeting templates

Running the competitor analysis meeting

Here's how to make sure your meeting is both engaging and productive.

1. Set the agenda

Kick off the meeting by outlining a clear agenda. This should include:

  • Objectives of the meeting
  • Topics to be covered
  • The time allocated for each segment

Having a well-defined agenda not only keeps the meeting on track but also ensures that you cover all the key points.

2. Data presentation

Data is the backbone of competitor analysis, but your presentation can't only include raw numbers. Here are some tips for making your data more impactful:

  • Compile data: Before the meeting, collect all the information you've gathered on your competitors in a structured format.
  • Visual aids: Prepare slides with visuals like pie charts, bar graphs, or infographics to represent the data.
  • Real-time tools: Present your data in software like Craft that allows for real-time editing.

3. Interactive discussion

A one-sided lecture might limit the potential insights from your meeting. To make the session more interactive and productive, here are some effective methods:

  • Open-ended questions: Start each new section with an open-ended question that relates to the topic. For example, "How do we think Competitor X's new feature will affect our customer base?"
  • Group breaks: Insert mini-breaks for smaller group discussions. Each group can focus on one aspect of the competitor analysis, and then present their findings to the larger group.
  • Engagement tools: Use interactive polling software or collaboration platforms where team members can add their insights or questions in real time.

Tips on presentation and engagement

Choose compelling visuals like infographics and interactive dashboards over long lists of bullet points — they make your data more memorable and engaging. Weave in real-world examples or success stories that demonstrate the data in action, helping to make the analysis more relatable. Consider inviting a guest speaker who's an industry expert for a segment of the meeting. Their insights can add value and lend extra weight to your findings.

Post-meeting actions

1. Keep the momentum going

Once the meeting wraps up, the real work begins. Don't let the valuable insights you've gathered sit idle; instead, work to incorporate them into your ongoing business strategy. Here's how to do that:

  • Share a summary of key takeaways with all team members, even those who weren't present at the meeting, so everyone is on the same page. You can do this easily with this competitor analysis meeting notes template in Craft.
  • Assign specific tasks or initiatives based on the findings. This ensures actionable steps are taken. 
  • Regularly check in on the progress of these initiatives. This keeps the team accountable and allows for course corrections if needed.

2. Follow-up actions

A sustained focus is crucial for a truly effective competitor analysis. Integrate it as an active, dynamic element of your business strategy using these steps:

  • Create a shared document in Craft that acts as a living repository of competitor updates. Make sure to share it with everyone on the team.
  • Schedule recurring meetings to revisit your competitor analysis. This keeps the data fresh and allows for adjustments.
  • Use tracking tools or dashboards to monitor key performance indicators (KPIs) impacted by your changes in strategy. Regularly update the team on these metrics to ensure everyone knows where you stand.

Conclusion

In summary, competitor analysis meetings should not be one-time events, but ongoing processes crucial for shaping your business strategy. A successful meeting requires choosing the right competitors, collecting important data, and facilitating engaging discussions. Follow-up actions are key in applying these insights into decision-making and keeping your team on the same page.

To stay competitive in a rapidly changing business world, you should hold competitor analysis meetings regularly — such as quarterly or bi-annually. This ensures your strategies are up-to-date and your business continues to grow. Schedule your next competitor analysis meeting and drive your business forward.

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