3C Analysis for Beginners: Find the Key Success Factor (KSF) from Customer, Competitor and Company

Marketing & Sales

3C Analysis for Beginners: Find the Key Success Factor (KSF) from Customer, Competitor and Company

A beginner-friendly 3C analysis template for people learning how to do a 3C analysis, from lining up customer, competitor and company facts to choosing one KSF (key success factor). On the whiteboard, the left page holds the purpose and scope frame, three frames for Customer, Competitor and Company, a four-column SWOT (strengths, weaknesses, opportunities, threats) and a frame for the KSF and your winning angle; the right page holds the four steps of a 3C analysis, a grid of what to research for each C (3 rows by 3 columns) and three frames of common mistakes. The task board has five columns, To research, Researching, Analyzing, KSF candidates and Decided, and starts with 4 parent tasks and 12 subtasks, from setting the purpose to deciding the KSF. A 3C analysis looks at Customer, Competitor and Company to find the condition you can win on. If you get stuck, sort your facts into the four SWOT boxes and take the KSF where a strength and an opportunity overlap and no rival delivers yet.

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3C analysis marketing basics competitor research KSF beginner
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1. Purpose and subject (what this 3C ... 2. Customer (market and buyers) 3. Competitor (rivals) 4. Company (your own business) 6. KSF (key success factor) and your ... 7. How to run a 3C analysis (customer... 8. What to research for each of the t... 9. Mistake one: starting with your ow... 10. Mistake two: impressions with no ... 11. What to do when you have too many... 3C Analysis Start... How to use: (1) W... What buyers want,... Your own facts an... Rivals and where ... KSF and what you ... What this 3C will decidee.g. whether to launch a morning item or to improve the current bestseller Subject and deadlineSubject: ____e.g. the bakery by the station, weekdays from 7 to 9 in the morningWhen it is used: the ordering meeting on __/__ What you still do not knowe.g. nobody has asked the regulars what brings them inWho to ask: ____ / When: __/__ Write who buys, when they buy and why they buy e.g. weekday 7 to 9 in the morning, 70 per cent are commuters e.g. 4 of 5 said "I want to finish eating in three minutes at the table" Write the words you heard and the numbers, not what you imagine Write the three the same buyers hesitate between e.g. two convenience stores and one cafe by the station e.g. the stores are fast, but there is nowhere to sit and eat Include anything used instead of you, not only the same trade Write your own facts as numbers, no judgement yet e.g. 12 seats inside and the doors open at half past six e.g. five minutes from order to serving, the average of ten timings Strength or weakness is decided on frame 5. Facts only here 5. SWOT analysis ... Strengths e.g. open at half past six with 12 seats, so you can offer a sit-down breakfast the stores cannot From the facts on frame 4, keep only the ones that match something a customer said on frame 2 SWOT re-sorts the facts you gathered with 3C into inside and outside, to find where you can win. The column colours do not match the colours of frames 2, 3 and 4, so c… Weaknesses e.g. serving takes five minutes on average, so "I want to finish in three" goes unanswered From the facts on frame 4, the ones that fall short of what buyers asked for are weaknesses Opportunities e.g. the redevelopment by the station brings 20 per cent more morning commuters from spring Opportunities are demand that is growing or an inconvenience nobody answers yet. Write the change, not a copy of today's facts Threats e.g. the two convenience stores start cutting breakfast prices next month Threats come from frame 3, the moves you cannot change yourself that hurt you if you leave them alone What a KSF isThe condition you cannot skip if you want to be chosen in this market.Pick the one point where the buyer wants it, no rival delivers it, and you can do it. Our KSF this timee.g. between 7 and 9 in the morning, a breakfast you can sit down and finish within three minutes Winning angle and next movee.g. to bring serving from five minutes to three, make only three items ahead in the morning.Owner: ____ / Trial period: __/__ to __/__ Step 1Put the purpose in one lineWrite what the analysis has to decide, and narrow the subject to one product or one time of day. Step 2Start with the customerAsk five people who buys, when and why. Nothing about your own business yet. Step 3Look at three rivalsPick the three the same buyers hesitate between, and write why they get chosen, as facts. Step 4Add yourself and set the KSFWrite your own facts on frame 4, sort frames 2, 3 and 4 into the four boxes on frame 5, and put the overlap of a strength and an opportunity that no rival delivers into one line. What to look at How to find it Example Customer Who buys, when and why.What they struggle with.How many of them there are. Ask five people directly.Count for an hour in store.Read the till records. e.g. 70 per cent arecommuters. 4 of 5 say"three minutes at a table". Competitor Who you are compared with.Why the other one wins.Price, speed, range. Buy from them yourself.Check prices and hours.Read 20 reviews. e.g. two stores and a cafe.The stores are fastbut have no seats. Company What you can and cannot do.Strengths buyers value.Your numbers today. Pull your own records.Ask your staff.Time the serving ten times. e.g. 12 seats, open at 6.30.Serving averages fiveminutes, slower than rivals. e.g. you open with "our strength is careful service" and the customer never appears You end up keeping a strength no customer values The fix. Leave the Company frame empty until the Customer frame is full Keep only the strengths that match something a customer said e.g. all three frames filled with "it feels like younger people come" Everyone reads it differently, so the KSF never gets decided The fix. Put at least one number in each frame Write down the day you counted and how you counted it e.g. five KSFs were written and none of them was ever started Trying to satisfy all of them beats no rival anywhere The fix. Cut to one KSF and send the rest back to the candidates column Review in three months and swap it if you need to
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Task board contents

To research 16 items

Set purpose & scope
Research customers
Compare competitors
Choose one KSF
Write the decision
Pick one product
Set the deadline
Split into 3 groups
Ask why they buy
Check market size
Pick 3 competitors
Why they are chosen
List your strengths
Line up the 3 Cs
List 3 KSF options
Write it in one line

Researching 0 items

Analyzing 0 items

KSF candidates 0 items

Decided 0 items