Products & Services

IEEE-USA E-Book Guides Entrepreneurs In Analyzing Their Competition, Offers Tools To Stay Competitive

By Sharon Richardson

Starting Your Start-Up”Book 3: Competitive Analysis is the third e-book in the Starting Your Start-Up series, by author Tanya Candia.  Candia has more than 25 years of experience in engineering, project management and marketing. She has worked with hundreds of start-ups around the world, helping them to build successful companies and grow market share. This e-book series is intended to make entrepreneurs aware of, and help them address their markets.

Book 3: Competitive Analysis is designed for the engineer or entrepreneur who has a great product or service idea, but no real marketing expertise. It gives advice on how to map out the competitive landscape, discern the product’s compelling value, and sell against any and all competitors.

This e-book will explain and give examples of: why competitive information really matters; how to define the competition”from narrow to broad; ways to determine competitive value; how to define basic competitive landscape; methods for evaluating competition; how to deal with requests for a competitive matrix; best practices for communicating the product’s value; how to beat the competition; and methods for staying current with competitive knowledge.

Candia shares: The exercises and explanations in Book3: Competitive Analysis should help the entrepreneur determine their initial target market, understand the buyer, and develop a strong go-to-market approach. It should also arm the entrepreneur with the tools needed to withstand the pressures, and go after a broad, unfocused market”¦

Other e-books in this series include:

  • Book1: Developing a Business Plan-designed to show entrepreneurs how to develop an initial business plan that contains just enough information to get started. The book helps to define concepts clearly and concisely, build an effective elevator pitch, communicate the project, determine company positioning, and identify critical success factors.
  • Book 2: Market Size and Strategy“helps build out the initial plan; and assists in finding the real market size–even when dealing with disruptive technology–where market-size data is hard to come by. It helps entrepreneurs better understand their target buyers; and how to communicate the value of their product or service, increasing the probability of early and ongoing sales.

Download Starting Your Start-Up Book 3: Competitive Analysis for the IEEE Member Price of $7.99. The non-member price is $9.99.


To purchase IEEE members-only products and to receive the member discount on eligible products, members must log in with their IEEE Web Account.

Ideas for New E-Books

IEEE-USA E-Books invites IEEE members and volunteers to submit queries for e-books they may want to write. If you’ve got an idea for an e-book that will educate other IEEE members on career guidance and development topics for engineers, e-mail your e-book queries and ideas to IEEE-USA Publishing Manager Georgia Stelluto, or E-Book Chair Gus Gaynor.

IEEE-USA advances the public good and promotes the careers and public policy interests of more than 210,000 engineers, scientists and allied professionals who are U.S. members of IEEE. IEEE-USA is part of IEEE, the world’s largest technical professional society with 375,000 members in 160 countries.

Learn about the many benefits of IEEE membership.



Sharon Richardson is IEEE-USA’s Communications Coordinator and Editorial Assistant for IEEE-USA in ACTION.

Guest Contributor

IEEE-USA is an organizational unit of the Institute of Electrical and Electronics Engineers, Inc. (IEEE), created in 1973 to support the career and public policy interests of IEEE’s U.S. members. IEEE-USA is primarily supported by an annual assessment paid by U.S. IEEE Members.

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