Competitor & Market Intelligence
Frameworks for understanding your market position, sizing your opportunity, and tracking competitors.
17 articles
What Is Share of Wallet?
Share of wallet measures what percentage of a customer's total spending in your category goes to you versus competitors. Growing share of wallet is often more profitable than acquiring new customers.
How to Do Competitor Benchmarking
Competitor benchmarking compares your business performance against key rivals on metrics that matter. Done systematically, it surfaces where you lead, where you lag, and where to focus.
What Is Market Sizing?
Market sizing estimates the total revenue opportunity available in your market. It is essential for business planning, fundraising, and deciding where to focus your growth effort.
What Is a Competitive Moat?
A competitive moat is the durable advantage that stops rivals from taking your customers. Learn how to identify and strengthen yours.
What Is a SWOT Analysis?
SWOT is one of the most widely used strategy tools. Here is how to run one that actually produces useful output.
What Is Porter's Five Forces?
Porter's Five Forces is a framework for understanding the competitive pressures shaping any industry. Here's how SMEs can use it.
What Is Competitive Analysis?
Competitive analysis is the structured process of understanding who your rivals are, what they offer, and how you compare. Here's how to do it well.
What Is Market Share?
Market share tells you how much of a defined market you own relative to competitors. Here's how to measure it and why it matters.
What Is Win-Loss Analysis?
Win-loss analysis examines why you win and lose deals. It is one of the highest-ROI competitive intelligence activities available to SMEs.
What Is Brand Positioning?
Brand positioning defines the specific place your brand occupies in customers' minds relative to competitors. Here's how to define and own yours.
What Is Market Segmentation?
Market segmentation divides your total market into distinct groups with shared needs. Targeting the right segments is the foundation of profitable growth.
What Is a Customer Persona?
A customer persona is a semi-fictional profile of your ideal customer. Here's how to build one that actually improves your decisions.
What Is Niche Marketing?
Niche marketing focuses your resources on a specific, well-defined customer segment. For SMEs, it is often the fastest path to profitable growth.
What Is Competitor Pricing Intelligence?
Competitor pricing intelligence is the practice of systematically tracking what rivals charge and using that information to make better pricing decisions.
What Is Jobs to Be Done?
Jobs to Be Done (JTBD) is a framework for understanding why customers really buy. It reframes competition in a way that reveals opportunities hidden from conventional analysis.
What Is a Barrier to Entry?
Barriers to entry are factors that make it difficult for new competitors to enter your market. Understanding them protects your position and informs your strategy.
What Is Category Leadership?
Category leaders define how customers think about an entire product category. Here's what it means to lead a category and how SMEs can build toward it.