Competitors · The competitor set · Component
The review
When the set was last drawn from evidence rather than assumed, and what changed.
The deliverable
What it is
New competition arrives from outside the industry, which is where the existing set does not look. That is the failure mode the review exists to catch.
Trigger events work better than a calendar: a new entrant, a category adjacent to yours acquiring capability, or an unexplained change in loss patterns.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The outside watch
Where a substitute could come from that is not in the category.
3 attributes: Adjacent category · What would have to change · Confidence
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New competition arrives from outside the industry, which is precisely where the existing set does not look.
The other components in the competitor set
The set
Everyone competing for the demand, by type — including the substitutes and the in-house builds that industry lists leave out.
LearnThe share of losses
Where demand actually goes when it does not come to you — the most reliable description of the real competitor set.
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