Business Gap Analysis

Peoples’  perceptions are also their reality, and becomes an important factor by which your clients will make the decision to engage with you, or purchase your services.

The Business Gap Analysis measures perceptions as well as reality in your business performance,  and can be used to determine 3 important areas across key business touch points:


perceptions between staff and management

what your clients think about your business

where your competitors stack up against you in the eyes of your clients


It is recommended that you conduct both an internal and an external assessment, the gap between the different points of view will give you a more realistic truth by which to align your business goals with marketplace communication.


The Business Gap Analysis assesses 10 categories:


1. Business planning . . . strategic direction, leadership, management & vision


2. Marketing performance . . . market segmentation, identify gaps, pricing models, channels to market and differentiate your business


3. Market intelligence . . . marketplace knowledge, competitor performance, PESTE factors and client buying behaviour


4. Marketing communication . . . identify, reach and use appropriate traditional and online media to attract clients and get your message across


5. Sales performance . . . formulate sales projections, meet targets, generate revenue and manage the pipeline


6. Client engagement . . . convert prospects to clients, retain loyalty and manage client feedback


7. Financial performance . . . manage cash flow, expenses and reinvest in the business


8. Resource management . . . use of technology, systems, admin and people


9. Partnering . . . forming strategic alliances


10. Development . . . investment in people, knowledge, systems, new ideas, growth


The Business Gap Analysis Report includes:


A scorecard rating showing overall performance across the 10 categories

a cluster graph

% of strengths and weaknesses by business category

Highlights issues against an industry norm, your own goals or client expectation

Identifies market gap opportunities


This will help you to match your action plan to the reality of YOUR business at THIS point in time.


Whilst perceptions may not be fact, when groups report a similar view there is a high likelihood that the view is accurate.


lease contact Janice if you would like to conduct a Business Gap Analysis