How to analyse competitors — and why it matters

Choose competitors according to the client's task

A competitor is more than a company selling the same product. Buyers may also consider doing it themselves, postponing the purchase or using another type of service. Understand what they compare before enquiring. Start with the relevant alternatives, rather than every company in the industry.

Choose a few direct competitors with a similar segment, geography and price level. Add an alternative solution separately. Record the data collection date as prices, availability and promotions are subject to change. Do not confuse the Ukrainian local market with the international market without explaining the differences.

Collect public observations

Review product pages, delivery terms, packages, common questions, ads and reviews. Separate observation from inference. A published estimate is a fact; the idea that it reduces fear of hidden costs is a hypothesis until supported by data.

To review available ads, use the Google Ads Transparency Center and Meta Ad Library. The visibility of an ad does not mean that its profitability, exact budget or number of customers are known.

Compare according to the same criteria

Make a short table: to whom the proposal is addressed, what is included, how the price is explained, what evidence is there, what is the next step. Compare comparable packages. A cheaper quote with less work does not prove that your product is overpriced. If the terms are not published, mark "not specified" and do not make up the meaning.

• Offer: a specific result or a general slogan?
• Evidence: case study, demonstration, testimonial or just a statement?
• Barrier: what to do for the first contact?
• Terms: Are the mandatory costs and limitations clear?

Look for a gap, not a copy

Look for questions the market answers poorly. For example, competitors may claim professionalism without explaining what is included or how they report results. Make those details clear if they reflect your actual process. Do not copy others' text, photos or creative, or claim their results.

Not every difference is an advantage. It should be important to the buyer and confirmed by your product. The unusual color of the banner does not eliminate the doubt about the delivery. A longer page does not make up for a vague proposal. See if the gap you found is repeated in your customers' questions.

Turn the observation into a test

Choose one hypothesis: a clarification of the package, a demonstration of the process, a different answer to the objection, or a new argument in the advertisement. Write down what will change and by what indicator you will evaluate the effect. Do not rebuild all the advertising to what you see from a competitor: he may have other resources, segments and terms of sale.

Keep the previous version and the source of the observation. Then, after the test, you can explain why the decision was made. Consider the winner not the text most similar to the market, but the variant that gives the appropriate expectations and quality enquiries.

What should remain after the analysis

The result should be a concise market map, unverified assumptions and a few priority tests. Screenshots without conclusions do not help a launch. Repeat the analysis when products or markets change, rather than collecting the same data every week.

To implement the conclusions, read how to formulate advertising text and what to prepare for launch. When choosing an agency, use the agency assessment checklist.

Before the next step

Record your starting data and decision criteria. Calculation examples are illustrative unless explicitly linked to a case study. Results from one project do not guarantee results for another business.