We conducted competitive analysis on different competitors' web sites to understand what types of services were currently provided and where opportunities existed. From our previous research we defined an evaluation criteria including information sources of learning and user needs such as motivation, constraints and personal values. We evaluated competitors against this criteria to understand competitors' strengths and areas of opportunity.

Real events

• Getting people involved, learning from experts and peers
• Don’t match personal preferences and motivations

Wine Selling websites

• Unidirectional communication
• Don’t leverage past experiences

Wine Learning websites

• Advantages of learning online
• For experts. No support for socializing and fun

Snooth.com

• Wine suggestion, online purchase, communities
• Opportunities for personalized learning

Competitive Analysis Table