Research

Competitive Alternative Identification

Customers weigh all options, not just direct competitors. Competitive Alternative Identification maps these choices to reveal hidden competition. This 90-minute exercise broadens your competitive thinking.

Duration
1.5 hours
Group Size
8-15
Category
Research
Difficulty
Easy
Energy
Medium

Objectives

Identify direct competitors. Identify indirect alternatives. Map the 'do nothing' alternative. Understand customer decision criteria.

Outcomes

You'll identify competitive alternatives, understand the competitive landscape, and spot differentiation opportunities.

Step-by-Step Instructions


  1. Alternative Types (10 min): Define direct, indirect, and 'do-nothing' alternatives.

  2. Alternative Brainstorm (30 min): List all options customers consider.

  3. Alternative Mapping (25 min): Visualize the competitive landscape.

  4. Criteria Analysis (15 min): Analyze how customers evaluate options.

  5. Strategic Implications (10 min): Discuss positioning insights.

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Facilitator Tips

Frame the exercise by explaining that competitors include substitutes and 'do nothing' options. Inertia is often the biggest competitor. To avoid bias, force neutral criteria. Ask, 'If I knew nothing about our product, which would I choose and why?' For honest assessments, rephrase questions to reduce defensiveness. For example, 'What does [competitor] do that our users wish we did?' Don't just list features; capture why alternatives win. The 'why' (price, speed, simplicity) provides strategic insight. Sometimes, teams struggle to identify 'do nothing' as a real alternative; be patient and provide examples.

Pre-Work

For Facilitators

  • Review participant profiles and expectations
  • Prepare all materials and supplies
  • Test technology and room setup

For Participants

  • Complete pre-session survey
  • Review background materials
  • Prepare examples or case studies

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Materials Required


  • Alternative mapping template

  • Customer research

  • Competitive analysis

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Resources & Templates

  • Facilitator Guide (PDF)
  • Participant Workbook Template
  • Presentation Slides
  • Printable Materials

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