508 lines
22 KiB
YAML
508 lines
22 KiB
YAML
template_name: "Competitor Analysis Template"
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template_id: "competitor-analysis-tmpl"
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template_type: "document"
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template_category: "proposal"
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template_description: "A structured format for conducting a comprehensive competitor analysis for government RFQ responses"
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template_help: "This template helps proposal teams understand the competitive landscape, identify strengths and weaknesses, and develop effective strategies to differentiate their proposal."
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template_tags:
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- "competitor analysis"
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- "competitive intelligence"
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- "market positioning"
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- "SWOT analysis"
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- "competitive strategy"
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- "differentiation"
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usage_instructions: |
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1. Complete this template early in the proposal development process
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2. Involve business development, capture managers, and technical SMEs
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3. Use objective data and intelligence rather than assumptions
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4. Update the analysis as new information becomes available
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5. Use the analysis to inform win themes and proposal strategy
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sections:
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- section_id: "document_header"
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section_title: "Document Header"
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section_type: "header"
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section_template: |
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# [RFQ Number] Competitor Analysis
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# [Agency Name]
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# [RFQ Title]
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# [Date]
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# [Version]
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elicitation_questions:
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- "What is the RFQ number for this opportunity?"
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- "What is the name of the agency issuing this RFQ?"
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- "What is the title of this RFQ?"
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- "What is today's date?"
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- "What is the current version of this document?"
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- section_id: "executive_summary"
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section_title: "Executive Summary"
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section_type: "content"
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subsections:
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- subsection_id: "competitive_landscape_overview"
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subsection_title: "Competitive Landscape Overview"
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subsection_type: "content"
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subsection_template: |
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**Market Position Summary**:
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[1-2 paragraphs summarizing the overall competitive landscape and our position]
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**Key Competitors**:
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[Brief list of the primary competitors and their significance]
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**Competitive Assessment**:
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[Brief assessment of our competitive position and key differentiators]
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elicitation_questions:
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- "How would you summarize the overall competitive landscape for this opportunity?"
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- "Who are the primary competitors for this opportunity?"
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- "What is your competitive position and what are your key differentiators?"
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- section_id: "competitor_profiles"
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section_title: "Competitor Profiles"
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section_type: "content"
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subsections:
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- subsection_id: "competitor_1"
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subsection_title: "Competitor 1: [Competitor Name]"
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subsection_type: "content"
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subsection_template: |
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**Company Overview**:
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[Brief description of the competitor, including size, capabilities, and market position]
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**Relationship with Customer**:
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[Description of the competitor's relationship with the customer agency]
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**Past Performance**:
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[Summary of relevant past performance with this customer or similar work]
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**Core Capabilities**:
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- [Capability 1]
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- [Capability 2]
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- [Capability 3]
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- [Capability 4]
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- [Capability 5]
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**Key Personnel**:
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[Information about key personnel likely to be proposed]
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**Strengths**:
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- [Strength 1]
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- [Strength 2]
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- [Strength 3]
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- [Strength 4]
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- [Strength 5]
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**Weaknesses**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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- [Weakness 4]
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- [Weakness 5]
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**Likely Approach**:
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[Assessment of the competitor's likely technical and management approach]
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**Pricing Strategy**:
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[Assessment of the competitor's likely pricing strategy]
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**Win Strategy**:
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[Assessment of the competitor's likely win strategy and themes]
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elicitation_questions:
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- "Who is the first key competitor for this opportunity?"
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- "What is this competitor's relationship with the customer agency?"
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- "What relevant past performance does this competitor have?"
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- "What are this competitor's core capabilities?"
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- "Who are the key personnel this competitor is likely to propose?"
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- "What are this competitor's strengths and weaknesses?"
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- "What technical and management approach is this competitor likely to take?"
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- "What pricing strategy is this competitor likely to use?"
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- "What win strategy and themes is this competitor likely to use?"
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- subsection_id: "competitor_2"
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subsection_title: "Competitor 2: [Competitor Name]"
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subsection_type: "content"
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subsection_template: |
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**Company Overview**:
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[Brief description of the competitor, including size, capabilities, and market position]
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**Relationship with Customer**:
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[Description of the competitor's relationship with the customer agency]
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**Past Performance**:
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[Summary of relevant past performance with this customer or similar work]
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**Core Capabilities**:
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- [Capability 1]
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- [Capability 2]
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- [Capability 3]
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- [Capability 4]
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- [Capability 5]
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**Key Personnel**:
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[Information about key personnel likely to be proposed]
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**Strengths**:
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- [Strength 1]
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- [Strength 2]
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- [Strength 3]
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- [Strength 4]
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- [Strength 5]
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**Weaknesses**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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- [Weakness 4]
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- [Weakness 5]
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**Likely Approach**:
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[Assessment of the competitor's likely technical and management approach]
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**Pricing Strategy**:
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[Assessment of the competitor's likely pricing strategy]
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**Win Strategy**:
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[Assessment of the competitor's likely win strategy and themes]
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elicitation_questions:
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- "Who is the second key competitor for this opportunity?"
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- "What is this competitor's relationship with the customer agency?"
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- "What relevant past performance does this competitor have?"
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- "What are this competitor's core capabilities?"
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- "Who are the key personnel this competitor is likely to propose?"
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- "What are this competitor's strengths and weaknesses?"
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- "What technical and management approach is this competitor likely to take?"
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- "What pricing strategy is this competitor likely to use?"
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- "What win strategy and themes is this competitor likely to use?"
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- subsection_id: "competitor_3"
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subsection_title: "Competitor 3: [Competitor Name]"
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subsection_type: "content"
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subsection_template: |
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**Company Overview**:
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[Brief description of the competitor, including size, capabilities, and market position]
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**Relationship with Customer**:
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[Description of the competitor's relationship with the customer agency]
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**Past Performance**:
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[Summary of relevant past performance with this customer or similar work]
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**Core Capabilities**:
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- [Capability 1]
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- [Capability 2]
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- [Capability 3]
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- [Capability 4]
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- [Capability 5]
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**Key Personnel**:
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[Information about key personnel likely to be proposed]
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**Strengths**:
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- [Strength 1]
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- [Strength 2]
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- [Strength 3]
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- [Strength 4]
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- [Strength 5]
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**Weaknesses**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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- [Weakness 4]
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- [Weakness 5]
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**Likely Approach**:
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[Assessment of the competitor's likely technical and management approach]
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**Pricing Strategy**:
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[Assessment of the competitor's likely pricing strategy]
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**Win Strategy**:
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[Assessment of the competitor's likely win strategy and themes]
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elicitation_questions:
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- "Who is the third key competitor for this opportunity?"
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- "What is this competitor's relationship with the customer agency?"
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- "What relevant past performance does this competitor have?"
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- "What are this competitor's core capabilities?"
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- "Who are the key personnel this competitor is likely to propose?"
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- "What are this competitor's strengths and weaknesses?"
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- "What technical and management approach is this competitor likely to take?"
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- "What pricing strategy is this competitor likely to use?"
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- "What win strategy and themes is this competitor likely to use?"
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- section_id: "comparative_analysis"
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section_title: "Comparative Analysis"
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section_type: "content"
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subsections:
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- subsection_id: "capability_comparison"
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subsection_title: "Capability Comparison"
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subsection_type: "content"
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subsection_template: |
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| Capability Area | Our Company | Competitor 1 | Competitor 2 | Competitor 3 | Our Position |
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| --------------- | ----------- | ------------ | ------------ | ------------ | ------------ |
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| [Capability 1] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 2] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 3] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 4] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 5] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 6] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 7] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 8] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 9] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Capability 10] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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**Rating Scale**: 1 (Poor) to 5 (Excellent)
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elicitation_questions:
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- "What are the key capability areas to compare for this opportunity?"
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- "How would you rate your company and each competitor in each capability area?"
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- "What is your competitive position in each capability area?"
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- subsection_id: "past_performance_comparison"
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subsection_title: "Past Performance Comparison"
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subsection_type: "content"
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subsection_template: |
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| Performance Area | Our Company | Competitor 1 | Competitor 2 | Competitor 3 | Our Position |
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| ---------------- | ----------- | ------------ | ------------ | ------------ | ------------ |
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| [Area 1] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Area 2] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Area 3] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Area 4] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Area 5] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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**Rating Scale**: 1 (Poor) to 5 (Excellent)
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elicitation_questions:
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- "What are the key past performance areas to compare for this opportunity?"
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- "How would you rate your company and each competitor in each past performance area?"
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- "What is your competitive position in each past performance area?"
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- subsection_id: "customer_relationship_comparison"
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subsection_title: "Customer Relationship Comparison"
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subsection_type: "content"
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subsection_template: |
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| Relationship Factor | Our Company | Competitor 1 | Competitor 2 | Competitor 3 | Our Position |
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| ------------------- | ----------- | ------------ | ------------ | ------------ | ------------ |
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| [Factor 1] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 2] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 3] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 4] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 5] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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**Rating Scale**: 1 (Poor) to 5 (Excellent)
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elicitation_questions:
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- "What are the key customer relationship factors to compare for this opportunity?"
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- "How would you rate your company and each competitor in each relationship factor?"
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- "What is your competitive position in each relationship factor?"
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- subsection_id: "pricing_comparison"
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subsection_title: "Pricing Comparison"
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subsection_type: "content"
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subsection_template: |
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| Pricing Factor | Our Company | Competitor 1 | Competitor 2 | Competitor 3 | Our Position |
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| -------------- | ----------- | ------------ | ------------ | ------------ | ------------ |
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| [Factor 1] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 2] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 3] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 4] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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| [Factor 5] | [Rating] | [Rating] | [Rating] | [Rating] | [Position] |
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**Rating Scale**: 1 (Poor) to 5 (Excellent)
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elicitation_questions:
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- "What are the key pricing factors to compare for this opportunity?"
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- "How would you rate your company and each competitor in each pricing factor?"
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- "What is your competitive position in each pricing factor?"
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- section_id: "competitive_strategy"
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section_title: "Competitive Strategy"
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section_type: "content"
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subsections:
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- subsection_id: "swot_analysis"
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subsection_title: "Strengths, Weaknesses, Opportunities, and Threats"
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subsection_type: "content"
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subsection_template: |
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**Our Strengths**:
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- [Strength 1]
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- [Strength 2]
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- [Strength 3]
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- [Strength 4]
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- [Strength 5]
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**Our Weaknesses**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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- [Weakness 4]
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- [Weakness 5]
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**Opportunities**:
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- [Opportunity 1]
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- [Opportunity 2]
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- [Opportunity 3]
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- [Opportunity 4]
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- [Opportunity 5]
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**Threats**:
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- [Threat 1]
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- [Threat 2]
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- [Threat 3]
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- [Threat 4]
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- [Threat 5]
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elicitation_questions:
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- "What are your organization's strengths for this opportunity?"
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- "What are your organization's weaknesses for this opportunity?"
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- "What opportunities exist for your organization in this opportunity?"
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- "What threats does your organization face in this opportunity?"
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- subsection_id: "competitive_positioning"
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subsection_title: "Competitive Positioning"
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subsection_type: "content"
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subsection_template: |
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**Key Discriminators**:
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- [Discriminator 1]
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- [Discriminator 2]
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- [Discriminator 3]
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- [Discriminator 4]
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- [Discriminator 5]
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**Positioning Strategy**:
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[Description of our positioning strategy relative to competitors]
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**Ghost Strategy**:
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[Description of our strategy to "ghost" competitors by highlighting their weaknesses]
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elicitation_questions:
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- "What are your key discriminators for this opportunity?"
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- "What is your positioning strategy relative to competitors?"
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- "What is your strategy to 'ghost' competitors by highlighting their weaknesses?"
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- subsection_id: "competitor_specific_strategies"
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subsection_title: "Competitor-Specific Strategies"
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subsection_type: "content"
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subsection_template: |
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#### Strategy for Competitor 1: [Competitor Name]
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**Key Weaknesses to Exploit**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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**Neutralization Strategy**:
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[Description of how to neutralize this competitor's strengths]
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**Messaging Approach**:
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[Description of messaging approach to position against this competitor]
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#### Strategy for Competitor 2: [Competitor Name]
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**Key Weaknesses to Exploit**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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**Neutralization Strategy**:
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[Description of how to neutralize this competitor's strengths]
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**Messaging Approach**:
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[Description of messaging approach to position against this competitor]
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#### Strategy for Competitor 3: [Competitor Name]
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**Key Weaknesses to Exploit**:
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- [Weakness 1]
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- [Weakness 2]
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- [Weakness 3]
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**Neutralization Strategy**:
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[Description of how to neutralize this competitor's strengths]
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**Messaging Approach**:
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[Description of messaging approach to position against this competitor]
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elicitation_questions:
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- "What weaknesses of each competitor can you exploit?"
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- "How will you neutralize each competitor's strengths?"
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- "What messaging approach will you use to position against each competitor?"
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- section_id: "competitive_intelligence"
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section_title: "Competitive Intelligence"
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section_type: "content"
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subsections:
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- subsection_id: "intelligence_gaps"
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subsection_title: "Intelligence Gaps"
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subsection_type: "content"
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subsection_template: |
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**Key Information Needs**:
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- [Information Need 1]
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- [Information Need 2]
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- [Information Need 3]
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- [Information Need 4]
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- [Information Need 5]
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**Intelligence Collection Plan**:
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| Information Need | Potential Sources | Collection Method | Priority | Status |
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| ---------------- | ----------------- | ----------------- | ----------------- | -------- |
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| [Need 1] | [Sources] | [Method] | [High/Medium/Low] | [Status] |
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| [Need 2] | [Sources] | [Method] | [High/Medium/Low] | [Status] |
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| [Need 3] | [Sources] | [Method] | [High/Medium/Low] | [Status] |
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| [Need 4] | [Sources] | [Method] | [High/Medium/Low] | [Status] |
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| [Need 5] | [Sources] | [Method] | [High/Medium/Low] | [Status] |
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elicitation_questions:
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- "What key information do you still need about competitors?"
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- "What are the potential sources for this information?"
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- "What methods will you use to collect this information?"
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- "What is the priority of each information need?"
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- "What is the status of each information need?"
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- subsection_id: "intelligence_updates"
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subsection_title: "Intelligence Updates"
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subsection_type: "content"
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subsection_template: |
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**Recent Intelligence**:
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[Summary of recent competitive intelligence]
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**Impact Assessment**:
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[Assessment of how recent intelligence impacts our strategy]
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elicitation_questions:
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- "What recent competitive intelligence have you gathered?"
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- "How does this intelligence impact your strategy?"
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- section_id: "competitor_analysis_best_practices"
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section_title: "Competitor Analysis Best Practices"
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section_type: "content"
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section_template: |
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- **Objectivity**: Base analysis on facts and data, not assumptions or biases
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- **Comprehensive Coverage**: Analyze all likely competitors, not just the obvious ones
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- **Customer Perspective**: View competitors from the customer's perspective
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- **Specific Insights**: Develop specific insights rather than generic observations
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- **Actionable Intelligence**: Ensure analysis leads to actionable competitive strategies
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- **Regular Updates**: Update the analysis as new information becomes available
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- **Multiple Sources**: Use multiple sources to validate competitive intelligence
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- **Ethical Collection**: Ensure all intelligence is collected through ethical and legal means
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- **Strategic Application**: Apply competitive insights to proposal strategy and win themes
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- **Continuous Monitoring**: Monitor competitor activities throughout the proposal process
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elicitation_questions:
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- "How will you ensure objectivity in your competitor analysis?"
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- "How will you ensure comprehensive coverage of all likely competitors?"
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- "How will you view competitors from the customer's perspective?"
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- "How will you develop specific insights rather than generic observations?"
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- "How will you ensure your analysis leads to actionable competitive strategies?"
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- "How will you update the analysis as new information becomes available?"
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- "How will you use multiple sources to validate competitive intelligence?"
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- "How will you ensure all intelligence is collected through ethical and legal means?"
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- "How will you apply competitive insights to proposal strategy and win themes?"
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- "How will you monitor competitor activities throughout the proposal process?" |