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List out your competitors’ numbers in a spreadsheet alongside your own. See what the differences are and try to think why that might be the case. For example, if their prices are more expensive, do they have better facilities or more membership perks? If they have a higher number of social media followers, is it because they’re actively posting and engaging on those platforms?


Capability gap analysis
Capability gap analysis is similar to a the gap analysis mentioned above, but for this one, you’re connecting what your business currently does –the current state – with your overarching goals – the canada rcs data desired state. It’s a great way to see whether the current processes you have in place are helping you meet your objectives

The best way to conduct a capability assessment is to start with a high level business category, then drill down into more specific elements. For example, you might start by looking at your marketing overall, then focus on social media or email marketing.

As an example, let’s look at the marketing capabilities for the fictional Jackie Jumps Gymnastic Club. The club has just moved to a bigger facility, which means it can take on more members.

Desired state:

Members increased by 20% over the next 12 months
Facility is at least 70% utilised across the week
Currently, Jackie Jumps’ marketing is focused on attracting new members (mainly children) by promoting open days and promotions. The club uses social media to do this, as well as demonstrations at events like summer fetes.

Marketing activity supports the first business goal as it’s focused on attracting new members. However, it’s not helping Jackie Jumps achieve the second goal, so this would be a gap in the club’s capabilities.

An action the marketing team could take might be to use social media to promote daytime sessions for seniors. This will help make sure the facility is in use during off-peak times.

Download your capability analysis template