An established competitor list describes yesterday. The decision behind this page is whether the threat to your product is more likely to come from a company that did not exist when your list was written, or from a different kind of solution that a buyer might choose instead of a product like yours.
Two separate searches are run. The first looks for companies that appear recently in the category: new registrations in the reviewed sources, first mentions in trade press, new listings in directories and marketplaces, and new exhibitors. The second starts from the buyer's need and asks how else it is met: a different product type, a service in place of a product, in-house production, or an adjacent supplier extending its range. For each finding we record what the source shows and, separately, what we infer from it.
A new entrant that is easy to find is not necessarily a threat, and a substitute that is hard to find is not necessarily harmless. The report keeps those two judgements out of the evidence.
What the report holds for a company that has appeared in the category.
A company selling a comparable product to your buyers.
Registries, directory listings, exhibitor lists and launch coverage.
When it appears, what it offers, who it addresses and signs of presence in channels.
A recent listing may be a name without activity.
What the report holds for a different way of meeting the same need.
An approach, not necessarily a company: a different product type, a service in place of a product, or in-house production.
Buyer forums, review pages, adjacent suppliers' ranges and trade discussion.
How the need is met, who offers it and what the buyer gives up or gains.
Public material may describe the approach but not how often it is chosen.
Whether either becomes a real threat is a judgement for you or for a consulting engagement; the report supplies the evidence.
With few incumbents, each newcomer is a finding. The search is wide on time and narrow on names, and each newcomer gets a short profile.
The main substitute is not a company at all. The report records whether in-house production is described as an alternative in public sources and says where that cannot be seen.
We record signs that such suppliers already list neighbouring items and mark any link to your category as inference.
Research reports what can be established from public and provided sources. It is not a guarantee about a counterparty's future conduct and not legal advice.
No. The report describes what is visible in the reviewed sources. It contains no forecast.
No. The report is a dated view of the reviewed sources, not a monitoring service.
Only in the markets agreed at scope, because entrants and substitutes differ by market.
No obligation. We read your request and reply with a straight answer.
Tell us what you need to find out and by when. We confirm scope before any work starts.
Request research