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Spark Innovation Centre teaches startups how to deal with competition

Spark Innovation Centre teaches startups how to deal with competition

Posted by PanamericanWorld on March 02, 2017

For several local startups, finding their competition was the easy part — a quick Google search. The hard part is how to distinguish their company from the rest of the pack and be the one that consumers want to buy or invest in. 

Brandon Robinson and his two team members researched their competition heavily when starting CrossPlatform. The software is designed to make cloud services — such as where you might store content or access your email — more user-friendly. For example, instead of having to log in to several different accounts, through their software you would only need one log in. Since there are several similar software applications out there like CrossPlatform’s, they had to really consider what made them different from all the rest, said Robinson. 

“It would’ve been a dogfight if we focused on what we did that was similar to others, but we have features that others didn’t have. We had to look at what’s the thing that makes people stand up and notice us.”  

They also received help from the Spark Innovation Centre in Durham Region, which assists them with market intelligence research, explained Ashlin Milley, client services associate at the Spark Centre. New businesses also have to submit a market intelligence survey when joining the Spark Centre as a client. Knowing who their competition is a key to success, Milley said. The next step is dealing with that competition: “Spark Centre wants companies to clearly know who their competitors are and what is unique about the product/service they are developing,” Milley added. “Differentiation is one of the keys to success. Not only must it be different but they must also understand why this is important to their target market.”

It was also important for Robinson and his team not to be negative about their competition.

 

 

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