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Competitor Overview

• Key Objectives: A competitor's core message, the way in which they present themselves, and how they claim to set themselves apart from the competition.
• Overall Strategy: A competitor's business strategy, the way in which they attract customers, and how they position themselves against other companies in their industry.
• Market Advantage: What it is that makes a competitor better, faster, stronger, and/or more unique than the competition.

For each area, include a Bottom Line which includes a few brief bullet points that get straight to the point, either reaffirming what you’ve observed or offering new insights. This allows you to try and determine the competitor's greatest asset. It could be an innovative design, the speed of the application, the user experience, or something completely different!

• Example

Marketing Profile

Once you've completed your overview, you'll want to find out as much as you can about a competitor's target market — their existing clients and what they have in common with each other — and their current marketing strategies (what a competitor does to make itself known to users).

Specifically, look at how the competitor markets itself. Do they advertise online? Try identifying what tools and social networks they use, as well as what practices they’ve put in place. If they have a blog, check what types of articles they write and where they focus their marketing efforts. Find out if and how they use Google ads, Facebook ads, and online marketing.

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SWOT Analysis

• Strengths: The competitor's biggest strengths and what makes them special
• Weaknesses: The competitor's biggest weaknesses (price, poor design execution, complexity, low usability, etc.)
• Opportunities: A gap in the competitor's product or offerings that could be filled by your product
• Threats: An outside threat the competitor might be facing (for example, another more established competitor with a larger, more active community)
• Example

UX Analysis

• Usability: The ease with which you can interact with, navigate through, and find information via the interface
• Layout: The ease with which you understand the overall design, individual pages, and structure of the app or site