Identifying competitor information may be as complicated as instituting a formal business intelligence system/department or as basic as examining competitors mission and vision statements, websites, public service announcements, news stories or other sources of information that shed light on the direction the organization wants to go.

For example, you may see a story on a competitors website announcing a fundraising campaign for a new diagnostic center or a mission statement that expresses the organizations interest in expanding certain services or communities. All of this can be considered competitive intelligence and can be used in analyzing your competitors. Utilizing the Competitor Analysis worksheet, conduct a competitor analysis on the major competitors in your market (no more than six). Include appropriate details that highlight key differentiators and services.

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