Competitor Analysis

Most competitor analysis is a feature comparison table that leads nowhere. Real competitor analysis ends with a plan: where to attack, what to defend, and what to ignore. This skill produces that plan.

When to use this

• Planning a launch into a category and sizing up the incumbents.
• A specific competitor outranks the user and they need to know why.
• A listing has stalled and the competitive set has moved.
• Choosing where to invest. copy, images, price, or ads.

The framework. The Gap Map

Score the user's product and each competitor on the five things a buyer actually weighs. The pattern of gaps tells you where to attack and where to defend.