Competitor analysis
Competitor Analysis for Clearer Positioning
Competitor analysis is not a feature checklist. It is a way to understand the alternatives customers compare, the promises those alternatives make, and where a new offer can be more relevant, credible, or easier to choose.
Analyze an opportunityMap the alternatives customers actually consider
Include direct competitors, manual workarounds, internal processes, agencies, and the option to do nothing. A buyer may compare very different solutions when each solves the same underlying job.
Study positioning before features
Review how competitors describe the problem, target audience, proof, pricing model, onboarding, and outcomes. This reveals category language and common claims, while making it easier to spot vague or underserved needs.
Find defensible differentiation
Differentiation should connect to a meaningful customer need and a capability the team can sustain. Record what competitors do well, where buyers complain, and which segment or workflow is not being served clearly.
Questions teams ask
What is a competitor analysis?
It is a structured comparison of the alternatives customers use, including positioning, audience, pricing, experience, proof, and gaps.
Who counts as a competitor?
Any product, service, workflow, or choice that competes for the customer’s budget, time, or attention.
How often should it be updated?
Revisit it when entering a market, changing positioning, planning a launch, or when a competitor changes its offer or audience.