

                                Competition

     [] Look in your telephone book's yellow pages.

     [] Look in the industrial directories at your local library.

     [] Read industry magazines and look for advertisers.

(Company)'s product/service(s) offer XXX in XXX situations.

Competitive threats today come from XXX (other companies, industries,
new/entrenched technologies, foreign countries), and XXX.

(Company)'s products/services perform in virtually all situations where XXX
(your features, benefits, your customers are likely to be).

The ability to XXX (what it can do) with full capability on XXX (list of
applications, machinery, people) is unique to (Company)'s products/services.

The ability to XXX (what it can do) is unique to this product/service, and
our research indicates that its performance is superior to anything else on
the market today.

In all comparisons, (Company)'s products/services provide more features and
have superior performance than competitive products/services.  In most
cases, the number of differences is substantial.  A complete technical
comparison is available.

     [] Put all comparisons and test results in the Appendix of this
     business plan.    

XXX Product/Service

Companies that compete in this market are XXX, XXX, and XXX.  All companies
mentioned charge competitive prices (list examples).

XXX's (competitive) product/service does not provide the same capabilities
in a situation where XXX (describe circumstances).

This is the only way XXX (your product/service) and XXX (their
product/service) compete.

XXX (competition) advertises in XXX, XXX, and XXX publications.

     [] Discuss results -- if they advertise consistently/continuously
     there, it must be working for them.

Companies with competitive products/services in this market are XXX.

XXX (competitor) products only operate in a XXX (limited, etc.) way.

This market segment is not shared with any competitors.  Competition does
exist, however, in the XXX (industries, countries).  Competitors in this
area are XXX, XXX, and XXX.

     [] False or incomplete information here translates as dishonesty and
     negligence to investors, bankers, etc.

     [] Do not delude yourself (or your investors) regarding competition.

Competitive Roundup

The following chart illustrates how (Company)'s product/service
compares to the competition in several different key areas.

                       Competitive Roundup -- Company
Product/service                 XXX           XXX         XXX
Company                         XXX           XXX         XXX
Estimated 19XX Sales (000)      $
Estimated Share of Market       %
Estimated Advertising Budget    $XX

Rank: 1=Weak to 5=Strong:
     Product Line               XXX           XXX         XXX
     Quality
     Technology
     Advertising Effectiveness
     Sales Force Excellence
     Distribution
     Manufacturing Efficiency
     Standing in Industry
     Future Potential
     Seriousness of Competition

Number of Employees
Greatest Strength
Key Weakness
How we should react to them

                   Competitive Roundup -- Product/Service

Price                           XXX           XXX         XXX
Size
Capacity
Ease of Use
Installation
Range
Appearance
Quality
Design
Useful Life
Trade-in Value
Technology
Responsiveness
State-of-the-Art
24 Hour Availability/Support
Technical Expertise
Repair Service
Efficiency
Guarantee/Warranty
Complete
On-Time Capability
Upgrades

Observations & Conclusions

It appears, from the above information, that XXX.

     [] Are there market niche opportunities we have overlooked?

     [] Are our resources being deployed against the most serious
     competitors?

     [] Place competitors' advertisements and brochures in the Appendix.
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