Separate the internal situation from the external conditions

In the SWOT study, strengths and weaknesses deal with the situation of the business; opportunities and threats address external conditions. Use fulcrums such as delivery time, product coverage, or customer feedback instead of unmeasureable statements such as "We are qualified". Adding a resource and responsible to each item removes the discussion from the exchange of views.

Select comparable examples

For Benchmark, it can be misleading to study only the biggest competitor. Select examples with similar customer, price level, or purchase process. Compare observable elements such as bid path on the website, clarity of service, and presentation of references. Do not assume that you know the competitor's sales result from the outside.

Translate findings into a limited number of jobs

For example, if the customer asks for the most delivery coverage, the first thing may be the opening of the service page, not the new slogan. List each proposal with its impact, cost, and dependency. Set an evaluation period instead of trying to correct all weaknesses at once. The next comparison should show which changes apply.

Check before you start

  • Are the items supported by evidence?
  • Can competitors really be compared?
  • Is there a next step to each finding?

Let's clarify the scope of the project together.

Study the relevant service or tell your project.