Other player analysis: the basics
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CloseAn overview of other player analysis, when to use it and the key steps involved.
In other player analysis you examine the work and impact of other organisations working in the same field, in order to assess how and what they are doing, so that you can make informed choices about the type of relationship you might develop with them.
The other players could be charities, commercial organisations or statutory organisations. In certain situations they might be from the ‘informal sector’ - friends, families and neighbours. They may also be competitors, suppliers or partners.
Why use other player analysis?
It helps you identify the market you are operating in, who the other players are and what they do. It also helps you determine who is potentially a complementer, competitor or collaborator
Key steps in other player analysis
Wherever possible follow the steps below:
- define the scope and nature of your area of activity or market – reviewing your current outputs will give you a good idea of your market
- determine who your beneficiaries are and what they expect
- determine who the other players are
- develop an individual profile of the players
- determine what the key success factors are in your market and how you and the other players compare: assess how well you all deliver what’s important for success.
Information sources used in other player analysis
Work through the table below as a guide to the kind of information you might want to collect and possible sources:
| Questions to ask |
Other player profile |
Sources of information |
|---|---|---|
| Who are the other players (may include funders/donors)? |
Background | Internet |
| Are they competitors or partners/potential partners? |
Financial information (annual reviews) |
Personal visits |
| What are their objectives? |
Products | Talking to beneficiaries |
| What strategies are they pursuing and how effective are they? |
Marketing strategies |
Advertisements |
| What are their strengths and weaknesses |
Facilities | Presentations |
| What are the relationships like between them? |
Personnel | Conference / trade show displays |
| Effectiveness | Publication |
Further reading
- Copeman, C, Bruce, I, Forrest, A, Lesirge, R, Palmer, P and Patel, A (2004) Tools for Tomorrow: A practical guide to strategic planning for voluntary organisations NCVO: London
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