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MARKET & COMPETITIVE INTEL
COMPETE 360
(for SaaS companies)

"When you’re playing a great game of chess, there are two things to keep in mind: the board and your opponent. As I study my opponent’s moves, I can see he has a weak pawn on his right side."

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- Bobby Fischer, former World Chess champion

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Market segment analysis of competitors:

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For each of your named competitors, we find for each of them - their strong market segments of adoption. For each competitor, we find the countries or regions, industries and company size segments where they have a large concentration of clients.

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We now take a unified view of two distinct sets of market data:

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1. Market segments we identified as being attractive

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2. Market segments where each of your named competitors is strong

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Next up, we would need to understand which of the competitors is strong from a user satisfaction perspective. This would give us a judgment on which competitors are:

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1. Too strong - should ideally avoid competing with them proactively

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2. Moderately strong - we could avoid trying to replace them as incumbents. However, we could effectively compete with them in a competitive situation

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3. Not adequately strong - we could effectively compete with them in competitive situations, as well as try to dislodge them where they are incumbent vendors

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Combining the above, we shall get:

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1. List of attractive segments

2. List of segments where competitor penetration is high and are hard to compete with

3. List of segments where competitor penetration is high and are relatively easier to displace

Regional strategy - Competitor Sales

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For shortlisted countries/regions, we try to determine for competitors:

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  • Presence of Salespeople

  • Presence of Account managers

  • Presence of Partnership managers

  • Presence of Consultants

  • Presence of Customer Success managers​​​​​​​​​

 

Regional strategy - Competitor Marketing

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For shortlisted countries/regions, we try to determine for competitors:

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  • Presence of marketing managers

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  • Events: List of relevant events region wise, with

    • indicative level of event popularity

    • where competitors often exhibit/sponsor​

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  • Online Ads - countries of focus for Premium Online Ads

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  • Internationalization:

    • ​Product internationalization

    • Languages supported by the website

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