Any other business competitor analysis
Criteria, weights, features, KPIs and sources for analysing competitors of any business model not listed: nonprofits, franchises, public services, new categories.
When your business does not fit a standard category, start with a balanced set of criteria that apply almost everywhere: what you offer, how much it costs, how good the experience is, how visible you are and how trusted you are.
Rename, add or remove criteria in the workspace once you know what your customers really trade off.
What decides who wins
Score every competitor from 0 to 10 on these criteria. The weights are a starting point; adjust them to what your customers say matters.
| Criterion | Weight | What to look at |
|---|---|---|
| Product / service quality | 20% | How well the offer solves the main job |
| Price & value | 16% | Price relative to quality and alternatives |
| Customer experience | 14% | Ease of buying, support, delivery |
| Reputation & reviews | 16% | Ratings, reviews, word of mouth |
| Visibility & marketing | 14% | Search, social, ads, PR |
| Innovation & momentum | 10% | New launches, growth signals |
| Reach & distribution | 10% | Locations, channels, partnerships |
Features and offers to compare
Mark each competitor yes, partly or no. Critical items missing from your offer are the first gaps to close.
- Free trial or sample (Important)
- Online purchase / booking (Important)
- Guarantee or easy returns (Important)
- Loyalty programme (Nice to have)
- Multiple payment options (Nice to have)
- Fast delivery (Nice to have)
- Personalisation (Nice to have)
- 24/7 support (Nice to have)
Where to find your competitors
- Google search for what you sell, with and without your city
- Marketplaces and directories where your customers look
- Social media hashtags and ad libraries
- Customer interviews: 'what else did you consider?'
KPIs to benchmark
- Entry price for the main offer
- Rating and review count
- Estimated monthly website visits
- Social followers and engagement
- Number of locations or channels
Five Forces snapshot
Typical pressure in this market. Your local situation may differ; rate it in the Five Forces tool.
| Force | Typical level |
|---|---|
| Competitive rivalry | Medium |
| Threat of new entrants | Medium |
| Threat of substitutes | Medium |
| Bargaining power of buyers | Medium |
| Bargaining power of suppliers | Medium |
Estimating market share
For this industry, review counts are usually the most practical public proxy for share. Use the same source for every business and read the result as a share of the businesses you track. See how to estimate market share and HHI.
Mistakes to avoid
- Listing only direct competitors
- Scoring without evidence
- Doing the analysis once and never updating it