Fred Wergeles & Associates provides competitive intelligence and market analysis services. It designs and implements competitive intelligence systems for clients. The company founder has 18 years of experience in intelligence from the CIA, White House and Pentagon. He helps clients understand competitors, products, markets, customers and technology through published information, interviews, conferences and research. The company conducted a case study for a construction firm bidding on a school project to identify key decision makers and influencers, competitors' plans, and connections between relevant individuals and organizations.

1. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
Analyst Tools, Competitive
Analysis, and Market
Intelligence
Fred Wergeles
President
Fred Wergeles & Associates LLC

2. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
About Fred Wergeles & Associates LLC
Specialists in Competitive Intelligence, Market
Analysis and Strategic Planning
Experts in Innovative CI Solutions
– Competitive Intelligence System Design, Development
and Implementation
CI – Strategic Planning – Market Research – Marketing – Sales
– Outsourced CI services – Small and Large firms
– Competitive Assessments
– Customized Training, Coaching and Professional
Development

3. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
Fred Wergeles, Founder and Principal
18 years at CIA, White House and Pentagon
CI Manager at a Fortune 100 company
Adjunct Professor at Univ. of Hartford Barney School
of Business – MBA program in Market & Competitive
Analysis
Founder, CT Economic Gardening Group
Strategic and Competitive Intelligence Professionals
(SCIP) - International Board of Directors
SCIP Catalyst Award winner
CT SCIP chapter coordinator
Nationally-known speaker for business groups

4. Competitors Products Markets
Customers
Technology
Understanding
Competitor
Understanding
Typical Intelligence Action Plan
• Published information
• Human Source Interviews
• Technical Conferences
• University Research
• Government Research
Representative Key Questions
What is the expected future market size?
What is the state of current technologies?
Are there emerging, potentially disruptive, technologies?
What are the plans & strategies of the competitors?
• Acquire
• Divest
• Invest, Prod. Dev.
• Marketing
• Emerging Technologies
• Competitors’ Activities
• Market Trends
• Regulatory Issues
Regulations
Technology
Market
Understanding
New Questions

5. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
Case Study
Construction Management firm wanted to
understand the competitive landscape in
preparing a bid to build a local school
– Who were the key decision makers?
– Who were the “influencers” ?
– Who were the primary staffers for the customer?
– Who were the competitors/subcontractors?
– How were the competitors planning to bid?
What were relationships between any/all of the
key players?
– Were there any non-obvious connections?
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6. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.

7. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
Information Needs & Sources
Information Needs:
Municipal leaders, staff personnel
School board members/spouses
Competitors’ management, bid teams
Subcontractors’ key personnel
Sources:
Newspapers, journals, blogs
Special interest groups
Town records, school board minutes
Human sources – journalists, municipal employees
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8. People-to-People Connections
?

9. People-to-Organization Connections

10. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
Results
Identified some obvious and non-
obvious connections between:
– School board members and Competitors
– School board members and Subcontractors
– Administrative staff and Competitors and
subcontractors
– Competitors and other Subcontractors
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11. © 2010 Fred Wergeles & Associates LLC
All Rights Reserved.
Q & A
Fred Wergeles & Associates LLC
(860) 408-9093
Fred @ IntelStrategy.com
Twitter: @FredWergeles
LinkedIn:
http://www.linkedin.com/in/fredwergeles
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