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MARKET AND
COMPETITOR
ANALYSIS
Sohaib Thiab
Chief Product Officer - 7awi.com
Market size analysis
Two approaches:
• Top down
Based in finding the total market size then estimating your share of that
market. Optimistic approach
• Bottom Up
Based on current sales of a similar product and estimating how much
you can capture. Conservative approach
Tools:
- Adwords keyword tool
- Alexa/ Compete / Similarweb
- For apps Appannie or sensor tower
- Google/Twitter/Reddit
Finding your competition
• 1st step is knowing how to collect info on your competitors
• Is the market loaded with competitors?
• No competitors? Why ?
As a PM you’re responsible for feature triage:
• Get you more users
• Make your users happy
• Enhance your brand
To decide you need to know what you’re competitors look
like and what they offer.
How to find competitors
• Google brand vs. to make a list
• Put them in a known and unknown categories
• Look at quora and reddit for customer
complaints/issues/feature requests for each
• Find unknown by 1st asnwering the problem your product
fixes and for whom ?
• Google terms users would complain about this problem
• Search big sites by using site: on quora, yahoo answers, reddit
• Search for what your product does
The 4 types of competitors
1- Direct (our biggest concern)
Targets the same users and fixes the same problem
2- Indirect
Solves the same problem but in a different way, different
target users.
3- Potential
Offers something to the same target users but don’t
address the same problem.
4- Substitute
Solves the same problem but for a different target user and
delivered in a different way. Users could substitute your
product with theirs.
5 criteria to understand competitos
#1 The product core team
#2 The size of their user base
#3 The design and UX
#4 The brand
#5 Speed
Feature tables
• Determine how competitive you are before launching
• Features and factors, figure them out.
Feature tables
Monitoring you’re competitors
Keep track of the following important factors
#1 Funding $$$$
#2 Acquisitions
#3 New features or product launches
Mention.com and/or Google alerts
Tools
• Crunchbase
• Mention.com
• Alexa
• similarweb
• Google adwords
• Appannie
• Sensor tower
• Rivalfox and buzzsumo
• Socialbakers
• https://monitorbacklinks.com
• semrush
• http://www.spyfu.com/
• http://builtwith.com/

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Market and competitor research

  • 2. Market size analysis Two approaches: • Top down Based in finding the total market size then estimating your share of that market. Optimistic approach • Bottom Up Based on current sales of a similar product and estimating how much you can capture. Conservative approach Tools: - Adwords keyword tool - Alexa/ Compete / Similarweb - For apps Appannie or sensor tower - Google/Twitter/Reddit
  • 3. Finding your competition • 1st step is knowing how to collect info on your competitors • Is the market loaded with competitors? • No competitors? Why ? As a PM you’re responsible for feature triage: • Get you more users • Make your users happy • Enhance your brand To decide you need to know what you’re competitors look like and what they offer.
  • 4. How to find competitors • Google brand vs. to make a list • Put them in a known and unknown categories • Look at quora and reddit for customer complaints/issues/feature requests for each • Find unknown by 1st asnwering the problem your product fixes and for whom ? • Google terms users would complain about this problem • Search big sites by using site: on quora, yahoo answers, reddit • Search for what your product does
  • 5. The 4 types of competitors 1- Direct (our biggest concern) Targets the same users and fixes the same problem 2- Indirect Solves the same problem but in a different way, different target users. 3- Potential Offers something to the same target users but don’t address the same problem. 4- Substitute Solves the same problem but for a different target user and delivered in a different way. Users could substitute your product with theirs.
  • 6. 5 criteria to understand competitos #1 The product core team #2 The size of their user base #3 The design and UX #4 The brand #5 Speed
  • 7. Feature tables • Determine how competitive you are before launching • Features and factors, figure them out.
  • 9. Monitoring you’re competitors Keep track of the following important factors #1 Funding $$$$ #2 Acquisitions #3 New features or product launches Mention.com and/or Google alerts
  • 10. Tools • Crunchbase • Mention.com • Alexa • similarweb • Google adwords • Appannie • Sensor tower • Rivalfox and buzzsumo • Socialbakers • https://monitorbacklinks.com • semrush • http://www.spyfu.com/ • http://builtwith.com/