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| − | =Goal=
| + | Competitive hypothesis |
| − | Preliminary map the competitive environment.
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| − | =Checklist=
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| − | * Why will customers buy your product?
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| − | ** Your product is something they need but they don't know it yet.
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| − | ** Your product can do something they need and they can only get via multiple vendors
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| − | ** You solve a real, definable pain that cannot be solved any other way. If so, how?
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| − | ** Our product is faster / cheaper / better than anything else out there. If so, you believe your superiority will last multiple generations because...?
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| − | ** Our products allow them to do something they could never do before
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| − | * Why are you different?
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| − | ** New market (selling to new users who have no comparable product)
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| − | ** Better Features?
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| − | ** Better Performance?
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| − | ** Better Channel?
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| − | ** Better Price?
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| − | * If this were a grocery store, which products would be shelved next to it?
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| − | * Who are your closest competitors today?
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| − | ** In Features?
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| − | ** In Performance?
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| − | ** In Channel?
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| − | ** In Price?
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| − | * What do you like most about the competitors product?
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| − | ** What do your customers like most about the competitors product?
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| − | ** If you could change one thing in a competitors product, what would it be?
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| − | * Who in a company uses the competitors products today?
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| − | ** By title? By function?
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| − | * How do these competitive products get used?
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| − | ** Describe the work-flow / design flow for an end user
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| − | ** Describe how it affects the company
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| − | ** What percentages of their time is spent using the product?
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| − | ** How mission critical is it?
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| − | =Exit deliverables=
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| − | * A description of the competitive environment.
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| − | Part of: [[Customer Development Checklist|Customer Development Checklist]] - [[Customer Discovery|Customer Discovery]]
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| − | Part of book: [[The Four Steps to the Epiphany|The Four Steps to the Epiphany]]
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| | [[Category:mbi]] | | [[Category:mbi]] |
