The entrepreneur should begin this step by first documenting the current strategy of each primary competitor. This can be organized by using the model in Table 8.1.The information on competitors can be gathered initially by using s much public information as possible and then complementing this with a marketing research project. Newspaper articles, Web sites, catalogs, promotions interviews with distributors and customers. And any other marketing strategy or company information available should be reviewed. A simple Google, Yahoo!. or MSN search can link entrepreneur to many good sources of information on competitors. A library search using such databases as Business Source Complete. LexisNexis, Factiva, or Hoover's can also provide access to any newsworthy articles on specific competitors. These articles should be scanned for information on competitor strategies and should identify the names of individuals who were interviewed, referenced, or even mentioned in the article. Any of these individuals as well as the author of the article can then be contacted to obtain further information. All the information can then be summarized in the model provided Table 8.1. Once the strategy has been summarized, entrepreneur should begin no identify the strengths and weaknesses of each competitor, as shown in the table.