Social networks Content types Personalization features Community/UGC features Competitive advantage Heuristic evaluation Customer reviews General/miscellaneous notes Questions/notes to team or self Analysis Recap 5. Conducting Competitive Analysis The Blockbuster Value Proposition, Part 2 What Is an Analysis? The Four Steps to a Competitive Analysis and Market Opportunities Step 1: Scan, skim, and color-code each column for highs and lows Scanning and skimming the data Measuring raw data points Fun with color-coding Step 2: Creating logical groupings for comparison Step 3: Analyze each competitor by benchmarking product attributes and best practices The analysis column of each competitor Step 4: Writing the Competitive Analysis Findings Brief Findings Brief, Section 1: Introduction/Goals Findings Brief, Section 2: Direct Competitors Findings Brief, Section 3: Indirect Competitors Findings Brief, Section 4: Cool Features from Influencers Findings Brief, Section 5: Taking a stand/Your Recommendations Recap 6. Storyboarding Value Innovation Timing Really Is Everything