Gather competitive intelligence by researching both "best practices" sites – those sites that stand out as leaders in their fields – and your direct competitors' websites. Collect information about the techniques they use. After you analyze best practices sites and your competitors' sites, begin your own strategic planning process. Use the questions at the end of this section to jump-start your thinking.
"Best Practices" Sites - Begin by looking at sites that may not be your direct competitors, but that do utilize techniques that you could apply in your E-Business. For example, if you intend to set up an online store, visit the web sites of successful online retailers - like Amazon.com, REI.com and LandsEnd.com - and analyze their sites’ features.
When you visit these sites, analyze the site content, design aspects, and functionality. Use a checklist such as the one below to record your observations of each site.
Content
Contact specifics (phone, address, e-mail, etc.)
Product descriptions, illustrations, specifications, buying and shipping instructions
Columns (Features, Opinions, News)
Interviews
Testimonials
Downloadable text
Sponsors
Design Aspects
Color (bold or subtle, large or small amounts)
Layout (bustling or simple)
Navigation approach (easy or complicated; fast or slow)
Graphics (heavy or light)
Use of links
Functionality
Security
Shopping Cart
Chatrooms
"Welcome back" feature to greet previous visitors
Online customer support
Interactive features
Competitor Sites - Next, look at your direct competitors’ websites. If they don’t have websites, find sites of businesses that could be your direct competitors (similar businesses in another geographic area, for example).
Next Steps - Answer these questions to decide which Internet techniques you intend to utilize in your web site:
What are the 3-5 content techniques I want for my site?
What are the top 3-5 design techniques?
What are the top 3-5 functionality areas?