Who else is your target customer considering? What is happening in the space, and who is dominating it.

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1. 1. Who are the major competitors?
   2. In what ways do they attract your customers?
   3. Do you disrupt any of their solutions?
   4. How are you better?
   5. How will you defend yourself from copycats?

Tips

1. 1. Find graphical ways to highlight the competition and show your differentiation.
   2. Make sure the comparison is fair.
   3. Pay special attention to the geographies you are targeting.

Common Mistakes

1. 1. No research on competitors or your analysis based on hearsay.
   2. Not making relevant comparisons.
   3. Deliberately avoiding larger companies in analysis.
   4. Skewing analysis towards your solution strengths as opposed to the customer problem.

Examples