Chapter 3
Doing Competitive Intelligence on a Low Budget
In This Chapter
Building a CI program on a shoestring budget
Discovering free and low-cost data sources and tools
Rewarding CI team members with something other than money
Although CI can generate significant profits and growth, it doesn’t require a huge dollar or time commitment to be effective. Your organization is probably gathering data already. You simply need to formalize the process. In addition, certain employees probably have the expertise needed to analyze that data and transform it into actionable intelligence, so you don’t need to hire CI consultants. You can perform most tasks in-house.
In this chapter, I explain how to create a CI function without spending a lot of money by using existing personnel and resources. You also discover how to use membership on the intelligence team as a reward for top-performing employees.
Small businesses are often the first to feel the impact of competitive change in the marketplace, so if you’re a small-business owner, don’t dismiss CI as too costly to implement. Failing to engage ...
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