* COMPETIT.TXT

                              COMPETITION

    * Look in your telephone book's yellow pages.
    * Look in the industrial directories at your local library.
    * Read industry magazines and look for advertisers.

(Company)'s product/service(s) offer XXX in XXX situations.

Competitive threats today come from XXX (other companies, industries,
new/entrenched technologies, foreign countries), and XXX

(Company)'s products/services perform in virtually all situations where
XXX (your features, benefits, your customers are likely to be).

The ability to XXX (what it can do) with full capability on XXX (list of
applications, machinery, people) is unique to (Company)'s
products/services.

The ability to XXX (what it can do) is unique to this product/service,
and our research indicates that its performance is superior to anything
else on the market today.

In all comparisons, (Company)'s products/services provide more features
and have superior performance than competitive products/services.  In
most cases, the number of differences is substantial.  A complete
technical comparison is available.

    * Put all comparisons and test results in the Appendix.

XXX PRODUCT/SERVICE

Companies that compete in this market are XXX, XXX, and XXX.  All
companies mentioned charge competitive prices.  (List examples)

XXX's (competitive) product/service does not provide the same
capabilities in a situation where XXX (describe circumstances).

This is the only way XXX (your product/service) and XXX (their
product/service) compete...

XXX (competition) advertises in XXX, XXX, and XXX publications.

    * Discuss results -- if they advertise consistently/continuously
    there, it must be working for them.

Companies with competitive products/services in this market are XXX.

XXX (competitor) products only operate in a XXX (limited, etc.) way.

This market segment is not shared with any competitors.  Competition
does exist, however, in the XXX (industries, countries).  Competitors in
this area are XXX, XXX, and XXX.

    * False or incomplete information here translates as dishonesty and
    negligence to investors, bankers, etc.
    * Do not delude yourself (or your investors) regarding competition.

COMPETITIVE ROUNDUP

The following chart illustrates how (Company)'s product/service
compares to the competition in several different key areas.

                      COMPETITIVE ROUNDUP - COMPANY

Product/service                   XXX         XXX         XXX
Company  XXX                      XXX         XXX
Estimated 19XX Sales (000)        $
Estimated Share of Market         %
Estimated Advertising Budget      $XX

Rank: 1=Weak to 5=Strong:
    Product Line                  X           X           X
    Quality
    Technology
    Advertising Effectiveness
    Sales Force Excellence
    Distribution
    Manufacturing Efficiency
    Standing in Industry
    Future Potential
    Seriousness of Competition

Number of Employees
Greatest Strength
Key Weakness
How we should react to them.

                   COMPETITIVE ROUNDUP - PRODUCT/SERVICE

Price                             XXX         XXX         XXX
Size
Capacity
Ease of Use
Installation
Range
Appearance
Quality
Design
Useful Life
Trade-in Value
Technology
Responsiveness
State-of-the-Art
24 Hour Availability/Support
Technical Expertise
Repair Service
Efficiency
Guarantee/Warranty
Complete
On-Time Capability
Upgrades

OBSERVATIONS & CONCLUSIONS

It appears, from the above information, that XXX

    * Are there market niche opportunities we have overlooked?
    * Are our resources being deployed against the most serious
    competitors?

    Place competitors' advertisements and brochures in the Appendix.
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