Your competitor isn’t your main competitor
The main competitor:
The main competitor for:
- Coca Cola isn’t Pepsi but water, tea, nimbupani and Pepsi
- Vittel isn’t Evian, but tap water
- ABInbev (Anheuser-Busch InBev) isn’t Heineken, but wine
- Visa isn’t Mastercard or American Express but cash
- Newspapers isn’t Google but Twitter, Facebook or the web as a whole
- Microsoft isn’t Google or Open Source but pirated software and older Microsoft software
- Banks in BRIC and emerging countries it isn’t the other bank, but the un-banked people
- Many software solutions are pen and paper.
The unmarketed market
You nearest competitors aren’t always the other leading brands but often the replacement products that are in place since ever.
The biggest challenge is to get people move from a certain solution or service to an innovative or new solution. Once people are convinced of products or services then they have taken the big step.
Now as these newly acquired customers have gotten used to these services, the competition between brand competitors will start. They might shop around in case better deals or more features are offered.
Two competitors is a market – just like two is a crowd
In any market it is always better to compete with several competitors instead being sole in this market. In that case you need to ask yourself if there is a real market and a market demand.
Together with your competitors you will send more marketing messages to the potential buyers and you will create more interest than alone. The competition creates interest.
People like to compare between products or solutions.
Alone is alone – Two is a crowd.
You have to investigate into your direct competitors.
However you should look beyond them and try to obtain a picture of the entire market or the problem that you are solving
Who are you really competing with ?
What is the problem that you are solving ?
What competition are you really in ?
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