Plotting an Innovation Profile

This will give you a simple outline of where your strengths and opportunities lie in a given market.

Having identified the order qualifiers and order winners in your target market, use market research to plot them on a simple graph against their importance to consumers.

Then develop a scoring system for how ell you and your competitors meet those requirements, and add the lines. This will give you a simple outline of where your strengths and opportunities lie in a given market. In the example,(blue line represents what market wants) you (yellow line) are behind the competitor (green line), so you either close the gap, or exit from the market.

ACTION POINT: Make sure you base your analysis on the most recent market research.