Course Number: 1699
Length: 2 Days
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The Black Hat Workshop

The Black Hat Workshop Description

The black hat workshop replicates a potential competitor of your business and helps you take all required steps and actions to determine the possible ways the competitor might beat your bids or proposals and then will help you to neutralize those strategies to stay ahead of your competitors.

During the black hat workshop, we will help you identify your strengths and weaknesses when you face with a serious competition. The black hat workshop assists you to make smarter business decisions, based on the situation of your competitors and the marketplace.

Through the black hat workshop, we help you define your industry, determine your potential competitors, determine your customers, rank the key success segments, and rate each competitor on each of the key segments. Once these data are obtained, we will simulate potential competitors and a business opportunity situation and will help you come up with smart and effective strategies to beat your competitors.

The black hat workshop will help you to filter the flood of data you face with everyday in order to choose what is essential to make effective market knowledge. Then, at this workshop, through a case study, we will teach you how to use the filtered data to develop and execute a successful marketplace strategy.


The black hat workshop is a 2-day training course designed for:

  • Mid-level and senior executives
  • Product and planning managers
  • Marketing personnel
  • All individuals who are or will be involved in business intelligence
  • Competitive intelligent analysts
  • Market researchers
  • Business development managers
  • Pricing analysts

Training Objectives

Upon the completion of the black hat workshop, the attendees are able to:

  • Define the scope and the nature of their business
  • Determine their competitors
  • Determine their customers and whoever benefit from their business
  • Rank the key success factors
  • Rate each of their competitors on each key element of success
  • Analyze their current marketplace strategies
  • Identify their strengths and weaknesses
  • Identify their potential marketplace in future
  • Evaluate their value chains, assets, capabilities, and infrastructure
  • Use their assessment to make smarter and quicker development and execution
  • Identify and track important competitors indicators
  • Apply the above indicators to know and anticipate their current and future competitors’ strategies, intentions, assumptions, and actions
  • Understand the dynamics of customers, channels, suppliers, and marketplace through the competitors assessment
  • Make smarter, more effective, and more profitable decisions based on the market assessment information
  • Identify critical issues
  • Perform strategic and scenario assessments
  • Describe “intelligent” organizations
  • Choose the most informative sources
  • Build new channels of information
  • Implement intelligence in policy formation
  • Beat their potential competitors

Course Outline

An Overview of Competitor Analysis

  • Definition of competitor analysis
  • Develop the competitor profile
  • Competitor analysis framework

Constructing A Competitor Array

  • Defining the scope and nature of the industry
  • Determining the potential competitors
  • Determining all the potential customers
  • Determining the customers expectations
  • Determining the key elements of success in your industry
  • Ranking those elements as a ratio to 1
  • Ranking each competitor on each element
  • Building the “competitor matrix”

Developing A Profile For Each Competitor

  • Background information
    • Infrastructure
    • History
    • Ownership
  • Financial data
    • Financial ratios, liquidity, cash flow
    • Profit growth and method of growth
    • P/E ratios, dividend policy, profitability
  • Products and Services
    • Products/services offered, product line, products/services portfolios
    • Potential future products/services, the possibility of success for the new products/services, R&D situation
    • Brands, brands loyalty, brand portfolio
    • Patents and licenses
    • QC conformance
    • Reverse engineering
  • Sales And Marketing
    • Segments, market shares, growth rates, and customer’s loyalty
    • Online/at-store promotional tactics, advertising strategies, sales force success rate
    • Direct and Indirect distribution networks, exclusive contracts, alliance, geographical advantages
  • Facilities
    • Capacity, efficiency, capital investment
    • Location and shipping logistics
  • Personnel
    • Number of staff, key employees, skill sets
    • Management style
    • Compensations and benefits
  • Strategies
    • Objectives, mission statement, growth plans

Competitor Analysis Framework

  • Competitor’s objectives
  • Competitor’s assumptions
  • Competitor’s strategies
  • Competitor’s capabilities

Analytical Methods

  • Determining the competitive and the market situation
  • Competitors profiling and portfolios
  • Financial analysis
  • Timeline and SWOT assessments

Best Practices

  • Time is crucial
  • Universal sweep
  • Stay neutral
  • Follow and flow with the information
  • Challenge the traditional thought process
  • Be ethical
  • Partner with risk management
  • Human intelligence
  • Infrastructure before software

Case Study

  • Competitor analysis
  • Competitor profiling
  • Choose your approach and strategies
  • Perform those strategies
  • Results and conclusions

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