COMPETITIVE ANALYSIS PROFILE
This profile benchmarks certain performance aspects of an SME against the metrics of a group of similar-sized companies in the same or closely-related business. Most business-owners are tight-lipped, as they should be, about key aspects of their companies’ performance, especially in terms of revenues and profits. Because their firms seldom grow big enough to ‘go public’ with an initial public offering of common stock, they don’t get the opportunity to benchmark their performance against other companies in the same business. The CAP offers a quick look at how the company stacks up against an industry composite in terms of key metrics—margins, turnover, rates of return, and productivity. It’s invariably an eye-opener for the owner(s).