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Chapter 10. Analyzing Your Competition

Chapter 10. Analyzing Your Competition

To become better partners with our clients, we must understand the client's industry online, against its competition. What are the goals of the company, product, and market as they relate to the web?

A competitive analysis should be part of the web redesign process no matter the level of approach — and the levels can get very lofty. With large, fiercely competitive industries such as commercial airlines or personal computer hardware, there might be both the need and the budget for a formal industry analysis. In these situations, plan on spending up to six figures for an outside marketing or research company to deliver an exhaustive document the size of Tolstoy's War And Peace. For projects without mammoth budgets, we recommend conducting an informal features analysis.


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