Thursday, April 18
Registration: 9:30 am
Workshop: 10:00 am – Noon
Capital City Club
Is the Grass Really Greener: How to use competitive analysis to keep your customers on your side of the fence.
Bring Your Computer!
Knowing your competition is second only to knowing your customer in its importance to understanding your marketplace. However, you must know the competition from two perspectives: 1) your perspective as a business owner and 2) the perspective of your ideal customer.
It is not safe to assume that the customer will understand the fine points that sometimes distinguish you from your competitors. In fact, entrepreneurs are often surprised when they learn the identity of their true competitors and what is attractive about them to the market.
Further, no matter how misinformed your customers may be about how you stack up against the other guys, it’s imperative that your marketing strategy recognizes and addresses those customer perceptions to bring them to your reality.
In this workshop we’ll discuss the following:
a multidimensional approach to identifying your competition
how to actually leverage your competition to create your own competitive advantage
how to stay informed of changes in your marketplace
Benefits gained from this workshop:
determining (not guessing or assuming) who your true competitors are
becoming very clear on how you differ from them and how you’re alike
knowing what to do with this information to leverage your own position
and maintaining continued market relevancy through awareness of the changing wants and needs of your market
SmartMoves International, Inc.
Katie Gailes owns SmartMoves International, Inc., a marketing strategy consulting company. Her specialty is helping small business owners to aim their products and services into their sweet spot in the marketplace. She delivers her services in one-on-one coaching sessions, company or product specific strategic planning sessions, face-to-face workshops and webinars.
Katie is also a StartUp Counselor with the Growing America Through Entrepreneurship (GATE) Project where she helps dislocated workers across the state of NC to start small businesses. Katie is a member of the Wake Tech Small Business Center Advisory Council, Vice Chairperson of the Leadership Triangle Alumni Network and serves on the Board of Directors for the NC Theatre and Marbles Kids Museum. Her guilty pleasure is writing a monthly column for BOOM! Magazine on entrepreneurship for baby boomers, including profiles on new boomer entrepreneurs.
Before becoming an entrepreneur, Katie Gailes enjoyed a long career with IBM and held management roles in small and growing startups. She is a graduate of Bennett College for Women in Greensboro and the Duke University Fuqua School of Business. She is a member of the Wake Tech Small Business Center Advisory Council, the Fuqua Client Consulting Practicum Advisory Council and the NC Rural Center’s Microenterprise Loan Program Application Review Board.