Summarize the common mistakes in the analysis report of the competitive goods

In a few years of product work process, wrote a number of competitive analysis reports, summed up a number of mistakes have been made, the following to share with you, hoping to attract attention, to avoid the same mistakes.

Introduction of functional points without conclusion

The most common method of competitive analysis is to conduct a browsing of the leading products in the market, one by one to write the function points and process of the competition, regardless of the use of neat table or detailed text description, or the use of beautiful graphics and screenshots, no conclusion of the statistics is meaningless, analysis must have results. The purpose of the competition analysis is to provide reference for the strategy, rhythm, function point, interactive vision and so on. You can follow the following chain: What are you doing-> competing products why do-> what do I do? This chain is also premised on self analysis.

II. Data listing without evaluation criteria

The function and data comparison between different products is also a common method of competitive analysis, which needs to be completed under the unified Evaluation standard. Includes two aspects:

Unified data Monitoring System. The horizontal evaluation between competing products, to use the same data tools, such as Alexa.com, Baidu Index, Google Adplanner and so on. Data from different data tools can cause huge deviations.

Unified scoring standard. The competition analysis dimension should be consistent and can use relative objective quantitative criteria.

III. Conclusions without analysis process

Competitive analysis with a relatively strong subjectivity, in the report clearly explained the analysis process, to help the analysis of the reader to accept the conclusions, and found the analysis of deficiencies. The key is the conclusion of the causal chain to be complete, to distinguish what is sufficient conditions, necessary conditions, sufficient condition.

Four, no structure of the text stack

The structure of a document depends on three elements of audience, content, and usage scenarios. Usually the documentation for the analysis of the auction is for all members of the project team to read in the analysis and the backgrounds of the members are different. In order to ensure the accurate and fast information transmission, the conclusion should be put in the front, supplemented by a clear table. If the audience is different, then need to converge document size, targeted output function point analysis, strategy analysis, process analysis, interactive analysis, strategic analysis and so on.

V. Input Without Borders

With the purpose of analysis, the analysis of competing goods is time-consuming and laborious, especially the collection and screening of data. First of all, we should define the aim and audience of the competition analysis and converge the resource consumption into the most effective range.