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Competitive Landscape

Transcript: Competitive Landscape The Players GFI The Rest SWOT Analysis SWOT GFI STRENGTHS Cost / Value Accessibility Real Buyer Data Predictable research agenda Vendor analysis is fair / based in reality Reputation Strategic Relationships (not transactional) Their sales process irritates vendors Top-tier analysts at competitive price point STRENGTHS WEAKNESSES Lack of Data Leader Reach/Influence We are a “nice to have” / They are a perceived “need to have” Budget hoovers We do not provide Leads Small sales team / manual process / no tracking or KPIs Lack of or dwindling research participation No Conference/Summit WEAKNESSES OPPORTUNITIES Funded Startups & Growth Stage Vendors Expand service offerings to provide path to subscription Sticky Trial Period (need a hook) Expand target personas / Tap into non-AR budgets Build Brand/Awareness - Campaigns Validate Value - Website Testimonials / References Include analysts in sales process Reward research participation / Data leader surveys Data Leaders Program Client Appreciation (improve stickiness) OPPORTUNITIES THREATS THREATS Decreasing AR budgets Increased Conferences (post-COVID) M&A potentially increasing competition at this level Market perception The Rest STRENGTHS Real Buyer Data Predictable research agenda Relatively painless & predictable data collection Vendor analysis is fair / based in reality (VOC) Reputation Relational & Strategic Sales Process Top-tier analysts at budget pricing STRENGTHS WEAKNESSES Lack of Data Leader Reach/Influence Small sales team / manual process / no tracking or KPIs Lack of or dwindling research participation No Conference/Summit Limited GTM/Content offering WEAKNESSES OPPORTUNITIES Lean into experience of analyst team Lean into quality/depth of research Ability to be a strategic growth partner to funded startups Sticky Trial Period (need a hook) Expand target personas / Tap into non-AR budgets Build Brand/Awareness - Campaigns Include analysts in sales process Reward research participation / Data leader surveys (discounts / freebies / trials) Client Appreciation (improve stickiness) OPPORTUNITIES THREATS THREATS Decreasing AR budgets They have deeper pockets for marketing & mindshare Vendor perception of limited reach or influence Susceptible to advocate departures Competitor Analysis $$$ Leads reach Dresner GFI Ventana Data Advis options flex What should We Do? What Should We Do? marketing Lead Generation Build Brand / Awareness Marketing Website Testimonials Personas Data Leaders ROI & Case Studies Expand Offering & Target Personas Expand Offering & Target buyers Expand Advocates Tap into New Budgets Improve Stickiness Expand Sales Angles Onramp To Subscription Onramp to Subscription Webinars Virtual Roundtables Advisory Only Podcasts Improve Research Participation Improve Research Participation Incentives Data Leaders Program Access Additional benefits other? Vendors Awards Discounts Added units other?

Competitive landscape

Transcript: Paid Jill: The Health Blogger Bloggers Using our list of bloggers in the quantified self, health/weightloss, technology, and healthcare space. We will start emailing them at the end of September and follow the rule of three. Give three things before asking for one. Traditional Media We have a list of 50 traditional reporters from newspapers and television. The process is very similar to the above mentioned one for bloggers. Capital Factory Demo Day Pitch in mid October to a group of technology investors and early adopters. Partnerships United Regional Healthcare, Physicians, Affiliates Testimonials Doctors, nutritionists, trainers, and hospital executives Cool Kids (technologists, early adopters, etc.) Just snap a picture of what you eat. No manual input required. Emphasis on real food, not counting calories. Quality over quantity. Movement Nutrition Sandy is a trendy mom that has used Myfitnesspal for over a year. She gossips with her group of friends. Branding Experience Objective Create a compelling story that spreads. Connect to users on an emotional level. Think Nike. Userbase: 25K downloads by end of the year Coverage: Extensive coverage and buzz Community: Dedicated userbase that feel Otaku Blog Content (See timeline) On quantified self, design, app development, holistic health, and game design. Meetup/events I.e. Wordpress engine Social media: Twitter, Facebook, Instagram, Youtube Community/existing customers Earned A remarkably simple way to get and stay healthy. Jill is a health nut who blogs about weight loss, nutrition, and a healthy lifestyle. She has an audience and an incentive to share. Sandy: The Trendy Mom Brain Break Owned Tom downloads the latest apps and geeks out over the newest hardware. He'll be in line to buy the new iPhone 5S (and google glass). He blogs. Initially launch and offerings must be aimed at Early Adopters. Our offering must be so remarkable they pay attention. Our message must be easy to spread. When someone starts Loop - they're adopting a new persona. Changes in the market Simplicity SEO Facebook and Twitter promoted posts Viral/Community Marketing Outbrain recommended Affiliate marketing: Gyms, nutritionists, health websites Game mechanics drive user engagement and incentize participation. Entirely new concept. Turns abstraction into something concrete. Rewards Remarkable marketing is the art of building things worth noticing right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn't remarkable, it's invisible. Early Adopters Pain points: Too much work, ugly, restrictive, not cool (mostly) Tom: The Quantified Selfer Leveraging new M7 chip - passive tracking requiring no input.

Competitive Landscape

Transcript: Competitive Landscape Microwells Competing Tech Large-scale companies Small-scale companies Make Competing Tech Similar Tech to Microwells In decreasing order of relevance: Nanowells and Micropatterend Surfaces Optofluidics Droplet Microfluidics FACS Micropatterned Surfaces / Nanowells Micropatterned Surfaces / Nanowells: similar to microwells, structured surfaces that trap cells or colonies Pros: can be combined with automated imaging and cell retrieval Companies: Bruker Optofluidics / Light-based Manipulation: Uses light to move cells into microchambers Pros: Very precise, allows functional assays + downstream recovery Cons: Costly, complex instrumentation Companies: Bruker Beacon, Lightcast Bio Optofluidics / Light-based Manipulation Droplet Microfluidics Droplet Microfluidics: cells are encapsulated, creating barcoded beads Pro: Good for genomics Limited live-cell imaging, and tracking function over time Companies: 10x Genomics, Mission Bio, Sphere Fluidics FACS FACS (Fluorescence-activated cell sorting):Classic technology, marker-based sorting of individual cells. Limitation: destructive, no longitudinal functional data, requires prior knowledge of markers. Large Companies Incorporating Microwells Large Competitors Thermo Fisher / Invitrogen – microwell plates (e.g., for spheroid/organoid culture). Corning – ultra-low attachment microwell plates for spheroid/organoid growth. Merck Millipore – makes microwell arrays for functional cell assays. 1CellBio – develops InDrop and other microwell-based single-cell analysis systems (though often combined with droplet methods). Nanocellect Biomedical – microwell + microfluidics hybrid for single-cell sorting. AIM Biotech – 3D cell culture chips with microwell arrays for tumor and immune-oncology studies. Cell Microsystems (CellRaft Arrays) – microwell-like “rafts” for single cell isolation, imaging, and retrieval. MicrowellDx (Scotland) – microwell-based molecular diagnostic assays. MIMETAS – organ-on-chip systems using microstructured wells for 3D cultures. InSphero – microwell plates for spheroid/organoid assays in oncology & toxicology. Cellix – microwell microfluidics for immune cell interaction assays. Startup Competitors Observe: Competitors offering live cell imaging Large-scale labs using live cell imaging Observe Single Cell imgaging in microfluidics Deepcell: high-throughput single-cell imaging + microfluidics; morphology analysis; uses AI Lightcast Bio (Envisia):single-cell functional assays (cell–cell interactions, killing); a cartridge/array microfluidic approach; uses ML analysis Sphere Fluidics (Cyto-Mine) NanoCellect (VERLO, WOLF) Mitrotisue and plate/chip live imaging InSphero MIMETAS AIM Biotech CytoSMART (now Axion BioSystems) Most Similar: Cell Microsystems (CellRaft / CellRaft AIR): microwell-style arrays for live imaging, clone tracking, then mechanical retrieval. AI: uses automated imaging + image analysis pipelines Phasefocus/Livecyte (acquired by Bruker): quantitative phase imaging (QPI) for single-cell tracking and long-term live assays (plate format). Live Cell Imaging Broad Institute — Imaging Platform & Assay Development — high-throughput live-cell imaging and image-based screening (Cell Painting, PERISCOPE, genome-wide imaging screens). Harvard Center for Biological Imaging (HCBI) — large imaging core offering live-cell imaging / high-content screening and training. MIT / Whitehead / Keck Microscopy Facility — broad microscopy cores with live-cell systems (spinning disk, confocal, intravital, timelapse). Stanford Cell Sciences Imaging Facility (CSIF) — campus core with live-cell confocal, high-content imaging and support. Large hospital cores — e.g., imaging cores at Boston Children’s Hospital, Dana-Farber/Harvard affiliates, Salk Institute, EMBL, Max Planck institutes also heavily use live-cell imaging for functional studies. Large-Scale Labs Retrieve Retrieval / isolation method AI/ML Live Cell Imaging? Yes Human Model + on-instrument AI for real-time extraction Deepcell (REM-I): Benchtop imaging + microfluidic/flow hybrid for morphology sorting Active sorting of viable cells into collection receptacles (6-way sorting). Yes automated image analysis pipelines and integrations with image tools Cell Microsystems (CellRaft AIR): Solid-phase array of releasable “cell rafts” imaged on-deck Mechanical release (needle) + magnetic retrieval → transfer to plates Yes “intelligent & adaptive” software for image/functional analysis Lightcast (Envisia): Droplet/cartridge benchtop platform that arrays + incubates single cells Cartridge dispensing/collection — allows for downstream follow-up. Yes On-instrument image/feature detection, supports downstream seletction Sphere Fluidics: Picodroplet encapsulation →incubation→on-chip imaging→dispense Automated isolation & dispense of hit droplets/cells into microtiter plates on-instrument feature extraction to guide gating & sorting Yes NanoCellect (VERLO): Microfluidic flow cytometry with integrated

Competitive Landscape

Transcript: Maverick PR About: Fresh, forward-thinking and living a fun, fast-paced lifestyle. Always in style. Likes: To be visually stimulated and entertained. Ideal dinner date: I would take you to the hottest new restaurant where we would enjoy signature oysters and the chef's special, while sipping a patron cocktail. Looks for: Someone who can meet me stride-for-stride, staying ahead of the times together. Anstice - Yellow Door Bistro/River Cafe Client B RESULTS Competitive Landscape: an off-site presentation Client C Cohn & Wolfe Edelman So what are we saying... On first impressions: Fresh - are we ahead of the times? Creative - are we different? Solid - Do we communicate our results? Professional - Are we always professional? Bloggers, bloggers, bloggers Would you date this guy? Anstice "I have this friend who'd be GREAT for you..." Hill + Knowlton The dating game About: Handsome, refined and always in a good suit. Conservative by nature. Likes: Routine, cigars, box seats at the game Ideal dinner date: I love the scotch collection at Buchanan's and their filet mignon is marinated exquisitely. Looks for: Someone who values hard work, understand the complexity and seriousness of my industry, and can work with my busy schedule. About: The guy next door - fun and friendly, but plays it safe. Likes: Hockey pools, friends and bonfires Ideal dinner date: The pub around the corner. They have great draft beers and an awesome bison burger. Looks for: Someone who's in touch with current trends, but is happy to play in my comfort zone. SURPRISE AND DELIGHT You never want a relationship to get into a rut – be spontaneous RESULTS THAT PROVE YOU’RE WORTH IT Remind them time and again why they chose you ? Reformation PR Secure new business through great first impressions High success rate on RFPs (75%) Wow current clients Increase of AOR clients Inspire competitors Communicate our competitive edge CLIENT First impressions Field Law Sanjel Pheonix Coyotes Ookpiks Student Awards Market Hockey Canada STARS Edge School H+K Inspired by.... How to lose a client in 10 days: Or, how to be the perfect girlfriend BPR Environics First impressions...GO! Maverick PR - Crisis Comms Immedia National Client A e-agency Hill + Knowlton - Nexen Takeover

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