Finding Your Competitors
Discover who you are competing against using systematic research methods
Your Progress
Section 2 of 5How to Find Competitors
Finding competitors is not guesswork. Use systematic methods to discover who you are competing against—both obvious players and hidden threats.
Start broad, then narrow down. Cast a wide net initially, then prioritize which competitors deserve your attention.
Discovery Methods
Competitor Discovery Methods
Google Search
Search for your keywords and see who ranks
Type "[your product] alternative" or "[problem you solve] software"
- ✓Quick and easy
- ✓Shows organic competitors
- ✓Free
- –May miss non-SEO competitors
- –Biased by your location
Search "project management tool" and see who appears
What to Look For
Direct Competitors
Products that solve the same problem in the same way for the same audience.
Indirect Competitors
Alternative solutions customers might choose instead of your approach.
Emerging Threats
Well-funded startups or big companies expanding into your space.
Do-It-Yourself
Manual processes or internal solutions customers build themselves.
Prioritizing Competitors
Prioritization Matrix
Not all competitors deserve equal attention. Prioritize based on threat level and market overlap.
| Competitor | Threat Level | Similarity | Priority |
|---|---|---|---|
| Market Leader | High | High | Critical |
| Fast Follower | High | Medium | High |
| Niche Player | Medium | Medium | Medium |
| Emerging Startup | Low | High | Monitor |
| Adjacent Product | Medium | Low | Low |
How to prioritize: Focus deep analysis on high-threat, high-similarity competitors. Monitor emerging players. Track but don't obsess over low-priority competitors.
Cast a Wide Net
The biggest competitive threats often come from unexpected places. Use multiple discovery methods to build a comprehensive competitor list before analyzing deeply.
Key Takeaways
- •Use multiple discovery methods: search engines, review sites, customer conversations, and industry reports.
- •Look beyond direct competitors to find indirect threats and substitutes.
- •Prioritize competitors based on threat level and market overlap—not all deserve equal attention.
- •Customer interviews are the most accurate source—ask "what else did you consider?"