●Who are your competitors?
●How established are they?
●What do they sell?
●Where do they sell?
●How do they market their products/services?
Create a competitors’ dossier of, e.g.,
advertising material, direct mail, PR materials.
●How are they positioned, and what is
●How do they operate – do they
compete directly with you?
●Who are their customers?
●What are their business goals? Try to identify
their likely long-term strategies and business
●What is the size of their market?
●Why will your product/service be better
●What are their strengths?