Competitors · The competitor set · Component
The set
Everyone competing for the demand, by type — including the substitutes and the in-house builds that industry lists leave out.
The deliverable
What it is
Industry lists describe a peer group. Buyer lists describe the decision, and they routinely include options the organisation would not have called competitors.
The set should be drawn from recent buyers and from loss records, both of which are cheap to obtain and both of which contradict the assumed list.
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 share of losses
Where deals actually go, which is what ranks the set.
3 attributes: Share of losses · Deals · Period
LearnThe review
When the set was last drawn from evidence rather than assumed.
3 attributes: Last reviewed · Source · Changes
Learn
A competitor set unchanged in three years has almost certainly not been checked in three years.
The other components in the competitor set
The share of losses
Where demand actually goes when it does not come to you — the most reliable description of the real competitor set.
LearnThe review
When the set was last drawn from evidence rather than assumed, and what changed.
Learn