The alternatives

Every route the customer could take, defined by the job rather than by the industry.

The part

What it is

The set should include direct rivals, substitutes from other categories, in-house solutions and inaction.

A set that contains only firms like yours is a description of your peer group, not of the customer’s choice.

The smallest level

The attributes it carries

Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.

Alternative
The rival, substitute, internal option or inaction — named specifically.
Entity shared type
Alternative type
Direct, substitute, in-house or nothing — the last is the one usually missing.
Choice shared type
Share of losses
Where deals actually go, which frequently contradicts the assumed competitor set.
Percentage shared type