news you can use turning competitive intelligence into winning strategies randy richter
TRANSCRIPT
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News You Can UseTurning Competitive Intelligence into Winning Strategies
Randy Richter
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APMP BID & PROPOSAL CON 2015 | PAGE 2
The Intelligence Cycle
Planning
GatheringAnalysis
Dissemination
Processing
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APMP BID & PROPOSAL CON 2015 | PAGE 3
Bossus Pointy Hairibus
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APMP BID & PROPOSAL CON 2015 | PAGE 4
Snow
How do you know what snow to collect, or where to go to collect it?
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APMP BID & PROPOSAL CON 2015 | PAGE 5
Former National Intelligence Officer for Science and Technology
Tailored CIA’s National Intelligence Topics process for civilian use at Motorola in late 1970s
Jan Herring
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APMP BID & PROPOSAL CON 2015 | PAGE 6
Key Intelligence Topics
Key Intelligence Topics define the specific intelligence needed to enable effective decision making
KITs reflect the intelligence needs of managers and executives
KITs form the foundation of any consistent, repeatable, effective competitive intelligence program
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APMP BID & PROPOSAL CON 2015 | PAGE 7
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APMP BID & PROPOSAL CON 2015 | PAGE 8
Strategic Decisions & Issues KITs
Focus: address long-term policy needs of the organization
These are the most important set for a successful corporate CI program
Do we have access to sufficient capital to enter the (fill in the blank) market?
Do we have enough production capacity, or will we need to build a new plant with a more cost-effective manufacturing capability?
Do we have intellectual property that differentiates us from our competitors?
Can we recruit and retain the key staff that are instrumental to our company’s success?
These KITs are not always applicable to opportunity-based CI
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APMP BID & PROPOSAL CON 2015 | PAGE 9
Early-Warning KITs
What disruptive technologies may impact our core business?
What do our customers think about our work/our people/our capabilities?
Are new competitors entering/thinking of entering our space?
Focus: avoid surprises
Early warning KITs generally reflect management fears
Tend to be weighted toward threats rather than opportunities
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APMP BID & PROPOSAL CON 2015 | PAGE 10
Competitive Strategy & Operations KITs
Focus: promote common understanding of players in a market or opportunity
What are the “personalities” of key competitors?
What specific capabilities will competitors offer in context of market/opportunity?
Who are potential new customers for our products/services?
Are new suppliers available that may lower our/competitor costs?
“Key Player” KITs are key to opportunity-based CI and PTW
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APMP BID & PROPOSAL CON 2015 | PAGE 11
Counterintelligence & Security KITs
Focus: identifying what competitors know about us
Is our intellectual property properly protected?
Is our social media presence appropriate? Do we give away more than we gain?
What information can competitors find about our work/our people/our capabilities?
What do competitors perceive our “personality” to be?
These KITs are applicable across the business spectrum
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APMP BID & PROPOSAL CON 2015 | PAGE 12
KIQs Are Not for Kids!
Key Intelligence Questions are specific questions whose answers satisfy needs of specific KITs
KIQs enable development of action plans for gathering and analyzing information
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APMP BID & PROPOSAL CON 2015 | PAGE 13
Key People KITs
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APMP BID & PROPOSAL CON 2015 | PAGE 14
PurposeGoals
Objectives
Strategies
Tactics
General approach
Specific, measurable target
Specific plan
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APMP BID & PROPOSAL CON 2015 | PAGE 15
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APMP BID & PROPOSAL CON 2015 | PAGE 16
Provide news you can use to make informed business decisions
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APMP BID & PROPOSAL CON 2015 | PAGE 17
Actionable Intelligence in the BD Lifecycle
Key point: CI deliverables must align with decision gates
Market Research
Marketing/CampaignDecision
Competitor Analysis
InterestDecision
Competitive Analysis
PursuitDecision
Competitive Analysis
Competitive Analysis
Bid ValidationDecision
Competitive Analysis
Market Research Competitive
Analysis
Preliminary BidDecision
Competitive Analysis
Competitor Analysis Competitive
Analysis
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APMP BID & PROPOSAL CON 2015 | PAGE 18
Interest Gate
Strategic Decisions & Issues KIT
Do we have intellectual property that differentiates us from our competitors? Who are our key competitors in this market? What key IP do these competitors have? How does our IRAD spending compare with
those of competitors in this market?
Do we have enough production capacity, or will we need to build a new plant with a more cost-effective manufacturing capability?
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APMP BID & PROPOSAL CON 2015 | PAGE 19
Pursuit Gate
What do our customers think about our work on the current program? What do key customers (acquisition, funding
and user) say about our current performance? How has our performance changed over time. What do key customers say are unmet needs?
Are new competitors entering/thinking of entering our space?
Early-Warning KIT
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APMP BID & PROPOSAL CON 2015 | PAGE 20
Preliminary Bid Decision Gate
Competitive Strategy & Operations KIT
What specific capabilities will competitors offer in the context of this opportunity? Who are the known and likely prime bidders? Who are their teammates /roles/workshare? Where will they perform work – and does this
provide them a cost advantage? Do they plan to recruit our staff? How – and when?
Are new suppliers available that may lower our competitors’ costs?
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APMP BID & PROPOSAL CON 2015 | PAGE 21
Bid Validation Gate
Counterintelligence & Security KITs
Is our social media presence appropriate? Do we give away more than we gain? What do our employees say about us on
GlassDoor? Are our current HR practices identifiable?
Can competitors determine our staffing levels from LinkedIn data or our Facebook site?
What information can competitors find about our current work, our people, and our capabilities?
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APMP BID & PROPOSAL CON 2015 | PAGE 22
What’s In It for Me?
Gets everyone in the company on the same track Enables proactive analysis – not knee-jerk action Ensures that scarce (and expensive) intelligence
resources are effectively used Enables development of winning solutions and
strategies
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APMP BID & PROPOSAL CON 2015 | PAGE 23
Actionable Intelligence leads to success for your boss – and you!
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APMP BID & PROPOSAL CON 2015 | PAGE 24
Questions?
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APMP BID & PROPOSAL CON 2015 | PAGE 25
Randy RichterPresidentRichter & CompanyPhone: (301) 845-7300 [email protected] www.RichterAndCompany.com
Contact Us
APMPPO Box 77272Washington, DC20013-7272 Phone: +1 - (202) 450-2549www.apmp.org