VALIDATION AND RESEARCH · FOUNDER GUIDE
How to do competitor research for a startup
Written by CofoundAlly · Updated
The short answer
List your direct competitors, indirect alternatives and the workarounds customers use. For each, record who they target, their main promise, pricing, channels and what customers praise or criticize in reviews. Look for gaps in positioning or underserved customers, then use them to sharpen your message, pricing and first marketing campaign. Cite your sources and refresh the research regularly.
Find the full set of alternatives
Include direct competitors selling a similar product, indirect competitors solving the same problem differently, and the status quo, such as spreadsheets, agencies or doing nothing. Ask customers what they use today; their answers often reveal competitors you would not find through search.
Compare what matters to customers
Compare each competitor’s target customer, headline promise, key features, pricing model, sales channels and proof such as case studies. Read public reviews and forum discussions to understand frustrations. Record where every finding came from so you can check it later.
Turn findings into strategy
Competitor research is only useful if it changes what you do. Use it to choose a position competitors are not claiming, write messaging that speaks to the frustrations you found, set pricing in context and pick channels where you can stand out.
Frequently asked questions
How many competitors should I analyze?
Start with the three to five alternatives customers mention most, then widen the list if your market is crowded.
Where can I find competitor information?
Public websites, pricing pages, product documentation, review sites, social media, job listings, press coverage and conversations with customers.
How often should competitor research be updated?
Review it whenever you change positioning or pricing and at least every few months in fast-moving markets.
Next step
CofoundAlly Market Intel researches competitors from public websites and turns cited findings into a strategy and editable campaign drafts.
This guide is general information, not legal, tax or financial advice. Rules differ by country; check with a qualified professional before acting.