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"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."

- Bobby Fischer, former World Chess champion

Night Lights

Core tenets of Competitive Strategy

Identify key strength areas of competition - market segments

Can be used as inputs into what segments to compete in and which ones to avoid - barriers to entry, easy displacement areas and level playing fields

Identify product weakness areas of client

Strengths and weaknesses to factor in while preparing Sales battlecards

Identify product areas with research intent and user mentions

These could serve as potential inputs for product roadmap

Competitor Strategy that enables you to plan or outmaneuver an attack. Disrupt, Defend, Dominate.

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Market segment analysis of competitors:

For each of your current or future 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.

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

1. Market segments we identified as being attractive

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

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:

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

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

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

Combining the above, we shall get:

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 Focus - Competitor Sales

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

  • Presence of Salespeople

  • Presence of Account managers

  • Presence of Partnership managers

  • Presence of Consultants

  • Presence of Customer Success managers

Regional Focus - Competitor Marketing

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

  • Presence of marketing managers

  • Events: List of relevant events region wise, with

    • indicative level of event popularity

    • where competitors often exhibit/sponsor

  • Online Ads - countries of focus for Premium Online Ads

  • Internationalization:

    • Product internationalization

    • Languages supported by the website

Assessing Strengths, Weaknesses and Demand level:

(Based on User reviews)

We assess the strengths and weaknesses of competitor offerings based on user reviews. We try to understand overall sentiment as well as user comments on features and even assess how they compare different products they have tried. In addition, we look at what features they look forward to, or are not satisfied with.

Overall, this exercise enables in gaining a better understanding of absolute and relative strength of competitor offerings from the eyes of the users. This in turn can be used as a key ingredient into crafting product roadmap as well as for more effective marketing content. In this exercise, we try to evaluate:

  • Brand strength

  • User sentiment

  • NPS score

  • Strengths and weaknesses

  • Relative strengths / weaknesses among products

  • Patents in relevant subject area

  • User Interest level for specific product themes

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