1Real alternatives
From conversations with customers and from lost deals.
Competitor Analysis
Competition through the customer's eyes. Not a list of companies, but a map of the real alternatives and how the customer chooses between them.
Sound familiar?Competitors are compared only on price, It's unclear why a customer chooses a different option, The market changes faster than the company's picture of it
Marketing and Advertising
How we work
1
2Comparison
Offers, prices, proof and the buying path.
3Open positions
Where everyone says the same thing and where nobody has taken a position.
4Conclusions
What to change in the product, the price and the communication.
Sound familiar?
- Competitors are compared only on price.
- It's unclear why a customer chooses a different option.
- The market changes faster than the company's picture of it.
What usually lies behind it
A competitor isn't only a company in your industry. It's any way the customer solves their problem, including doing it themselves or not at all. An analysis that compares only similar companies misses the alternative customers are actually leaving for.
What you get
A map of alternatives with the customer's logic of choice.
A comparison table by offer, price and proof.
A list of positions you could take.
The cost of waiting
If nothing changes
- 01
The company will copy the market.
- 02
Money will go into differences the customer doesn't care about.
- 03
You'll notice a shift in demand too late.
When you don't need this service
- You need a market report with size and forecast. We don't produce those: the size of a market says nothing about your share.
- The reasons for lost deals aren't recorded. Start with a sales audit; otherwise the analysis rests on guesses.
How to tell it worked
Named alternatives
whether you can name three real alternatives and their prices.
Reasons for losing
whether they are known in the customer's own words.
Decisions
which changes to the product or price were made as a result.
Questions
Where does the data come from?
Open sources, buying from competitors as a customer, and conversations with your current and former customers.
How often should it be repeated?
The full analysis once a year or when the market changes noticeably. Reasons for losing, continuously, through the CRM.
Is competitor analysis for entering a new market the same thing?
The logic is the same, but that's part of the Entering New Markets service.
Related
Services: Business Positioning · Pricing · Entering New Markets Materials: Marketing stopped working: five real reasons · Strategy as a list of refusals
Related to this service
Public company case analysis
Starbucks
In 2008 Starbucks closed 7,100 coffee shops for half a day to retrain baristas, and then about 600 shops for good. An analysis of scale eating the core.
