Competitors · The competitor set · Component
The share of losses
Where demand actually goes when it does not come to you — the most reliable description of the real competitor set.
The deliverable
What it is
Loss data sits with the sales function and is rarely read by anyone thinking about competition. It is the cheapest competitive intelligence available and the least used.
The number that matters is share of losses rather than count, because a competitor taking a third of what you lose is a strategic problem regardless of their size.
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 stated reason
Why the buyer says they chose otherwise.
3 attributes: Buyer’s reason · Internal reason · Asked
Learn
Price is the most common answer to why a buyer chose otherwise, and the least accurate. It is the polite one.
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 review
When the set was last drawn from evidence rather than assumed, and what changed.
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