MARKET AND COMPETITOR ANALYSIS
Evidence about the field you compete in, with sources you can check yourself.
Most competitor slides are a logo grid with three adjectives under each rival. Useless. What you need is narrower and more awkward: what each competitor literally claims on their own pages, what they charge where they publish it, what proof they put forward, and which phrases every single one of them is already using as a differentiator.
I gather that with scraping and search tooling rather than impressions. Competitor sites get read page by page, pricing and proof pages pulled, review and comment sources mined for complaints in the buyers’ own wording, and search results read for who actually answers the category questions. Every finding carries a link and a capture date, so you can verify it or re-run it later.
Then the uncomfortable part: a language audit showing which claims are saturated. When six competitors all promise premium quality and fast turnaround, those words have stopped being arguments. That list is what makes the positioning step possible, because it tells you what is left to say that is both true of you and unoccupied by them.
WHAT I DO
- Competitor matrix — rival by rival: the claim they lead with, published price if any, the proof they show, their voice, and the gap between promise and site.
- Category language audit — the phrases recurring across every competitor, flagged as saturated and therefore useless as differentiation.
- White-space map — the claims nobody in the set has taken, each marked for whether you could actually back it today.
- Search and answer-engine landscape — who ranks and gets cited for the questions buyers type, and what those pages say.
- Proof benchmark — the kind of evidence competitors put forward, from certifications to case studies, and where you are visibly short.
- Source index — every claim with its URL and capture date, so the report can be audited or refreshed instead of trusted.
HOW I WORK
- 01
SCOPE
Agree the competitor set and the category boundary, including the substitutes you lose to that are not direct rivals.
- 02
COLLECT
Read competitor sites, pricing and proof pages, reviews and forum sources with scraping tooling, keeping the raw captures.
- 03
COMPARE
Line every finding up in one matrix so claims, proof and price sit beside each other rather than in separate decks.
- 04
REPORT
Hand over the matrix, the saturated-language list and the white-space map, each finding dated and linked.
BEST FOR
- Brands about to write new messaging with no current picture of what their rivals already say.
- Companies entering a category or a new city who need the real competitive set, not the assumed one.
- Teams whose competitor knowledge is a sales anecdote from a call last year.
- Businesses planning a price change who want to see how rivals justify theirs.
NOT THIS
- Not market sizing. No TAM figures, forecasts or survey panels — I will not produce numbers I cannot source and show you.
- Not buyer research. Motivations, triggers and objections belong to Customer Persona Research, which looks at people, not the field.
- Not the positioning decision. This is the evidence; choosing what you own happens in Brand Strategy & Positioning.
THE PROOF
Published case studies from brand solutions work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF BRAND SOLUTIONS
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.