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Competitive Intelligence for Startups April Kessler • Chief Research Analyst Lindsey Schell • Chief of Business Development Confidential Why Competitive Intelligence? ● ● ● ● ● Due diligence Business research Pitch decks Funding justification/validation New Verticals/Customers Confidential Business Research Basics Confidential Proxy Company ● ● ● ● ● Public Company Competitors Same Industry Same Customers Same Monetization Source: FreeImages.com Confidential Public Company Investor Relations ● Annual reports ● SEC filings ● ● ● ● ● 10K 10Q 8K S1 Proxy ● Earnings/Conference calls Confidential SWOT ● OT = Industry Wide ● Weaknesses = Niche Source: Whole Foods Market Inc., SWOT Analysis, Marketline, April 1, 2015 Confidential Industry Overview ● Fitbit o Diet o Gyms o Pedometers Source: Fitbit Initiating, Dougherty & Company, June 17, 2015 Confidential TAM/SAM/SOM Source:LivePlan.com Confidential Total Addressable Market Source: Salesforce, Dreamforce 2013 Conference Confidential Legal, Social and Political ● New Tax Laws ○ Medical Device Tax (Section 4191, IRS Code) ● Regulatory Concerns ○ Local short term rental regulations HomeAway & AirBNB ● SEC rulings ○ Accredited Investors ● Justice Department ○ Monopoly enforcement on Bazaarvoice acquisition Confidential Team ● Exec Bios ● Backgrounds ● History Confidential Customers ● Jet Owners ● Luxury Market Confidential o art o travel o jewelry Competitors Direct Indirect Substitute Confidential Funding M&A IPO Financial Advisors Legal Advisors Customers Exec Bios Competitors ● Gartner’s “Magic Quadrant” ● Search online ● Create your own based on market research Source: Gartner, 2014 Confidential Market Maps Source: Forbes.com Confidential Funding ● Intersection of Tech & Sports ● Funding ● VCs interested Source: Crunchbase Confidential Licensed Resources Confidential Free Resources ● ● ● ● ● Crunchbase PwC MoneyTree FormDs.com Thomasnet.com Indeed Job Postings ● Freemium o BizJournals o Statista o eMarketer $ Confidential Social Media ● ● ● ● ● Facebook Linkedin Twitter HootSuite Twitonomy Confidential Confidential Associations ● ● ● ● Confidential For any industry Market research Surveys Free and pay Forums ● ● ● ● For any industry Market research Surveys Free Source: Stack Overflow Confidential Google Search Strategies ● ● ● ● Google News Google Alerts Site:gov Filetype:ppt/pdf/xls Confidential Confidential Confidential Proxy Company Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014 Confidential Markets - Home Goods ● Furniture & Home Goods ● eCommerce ● Shared Economy Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014 Confidential Markets - Home Goods Source: Wayfair, Initiating Coverage, Goldman Sachs, October 2014 Confidential Markets - Sharing Economy Source: FastCompany Confidential Markets - eCommerce Source: CB Insights Confidential Customers ● Online Furniture ● Growing Cities ● Home Construction Source: Wayfair, Initiating Coverage, Wedbush Securities, October 2014 Confidential Customers Source: AMERICAN MILLENNIALS: Deciphering the Enigma Generation, Barkley Research Confidential Competitors Source: Crunchbase Confidential Adjacent ● Pinterest ● Ad Placement Source: Digital Information World Confidential Q&A Lindsey Schell Chief of Business Development [email protected] Confidential
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