Peer/Competitor Analysis
Presented to SCIP 2005 Conference
Parmelee Eastman, President, EastSight
Consulting
Michael Levy, Product Marketing Manager,
OneSource Information Services
This copyright to this presentation is held by EastSight Consulting and
OneSource Information Services 2005. All Rights Reserved.
Copyright EastSight
Consulting and OneSource
Information Services
Peer/Competitor Analysis
Who are the best
potential partners?
Who are the
top 25 firms
in this
industry?
How big is the
market opportunity
in this space?
How do our
financials
stack up vs.
our peers?
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Consulting and OneSource
Information Services
Information Requirement

Scope of analysis
– Identify peers & competitors
– Perform financial analysis of peers
– Deeper analysis (e.g. market sizing, strategy, etc)

Definitions
–
–
–
–

SIC / NAICS vs. emerging industry
Local, state, national, regional, global
public, private, either
Closest in revenue vs. competitors
Financial modeling required?
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Traps and Risks

Who is a peer?
– Primary SIC vs. any SIC
– Does SIC or NAICS properly define the
industry?

How are competitors defined?
– Full company or a segment?

Private company financials are not
usually available
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Competitor Identification

Resources
–
–
–
–
–
–
Industry market research
Association membership
Trade show listings (and classifications)
SEC filings
RDS TableBase
Hoover’s vs. Reuters competitors


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Hoover’s Free site gives top three
Hoover’s Subscription service – editorially defined
Reuter’s – SEC listed Competitors
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Microsoft Competitors: 10K
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Public Peers and Ratios

Reuters, Disclosure, Media General,
etc. provide industry ratios.
– Limited to U.S. public firms and ADRs
– Check on industry & sector definitions

Screen for public peers via OneSource,
Hoover’s, Capital IQ, etc.
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Consulting and OneSource
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Consulting and OneSource
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Competitors Analysis

Capital IQ and
OneSource allow the
user to download and
perform additional
analysis on the
competitors.
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Private Peers and Ratios

Integra or RMA industry aggregates
– If target firm financials are not available,
then this serves as a proxy.
– If target firm financials are available, then
this serves as a tool for identifying
financial strengths and weaknesses.

Peer screening
– Often limited to employees and sales.
– Keyword searching may be helpful
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Consulting and OneSource
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Copyright EastSight
Consulting and OneSource
Information Services
OneSource Express





New OneSource Subscription Service.
550,000 US & Canadian Profiles
25,000 Global Public Profiles (Reuters)
Fully Screenable
Corporate Families, News, Public
Company Financials
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Consulting and OneSource
Information Services
Ready for Your Next
Assignment?


A copy of this presentation with all the scenarios is in your SCIP05 material.
For questions or more information, please contact
– Parmelee Eastman, EastSight Consulting, www.eastsightconsulting.com
[email protected] or 781/416-3686
http://knowledgeispower.typepad.com blog
– Michael Levy, OneSource Information Services, www.onesource.com
[email protected] or 978/318-4423
This copyright to this presentation is held by EastSight Consulting and OneSource
Information Services 2005. All Rights Reserved.
Copyright EastSight
Consulting and OneSource
Information Services