Definitive Business Plan, Second Edition, The

Collecting information

I have always been amazed that many people seem unable to collect market information and market intelligence. This must be due to mental blocks rather than any real difficulty. The job is actually surprisingly easy. Be aware though that fears and stumbling blocks can exist and give suitable guidance when you delegate the collection of information.

Market intelligence gathering is wider than market research. Given the difficulties that it can cause and its importance, it is worth running through some sources. The task begins at home.

Look in your own files

Start by taking a look at your own customer files and you will see that you already have a great deal of information about your customers – and therefore about your existing ...