The document discusses market and competitor analysis strategies for product managers, highlighting two approaches to estimating market size: top-down and bottom-up. It outlines how to identify competitors, categorizing them into five types, and emphasizes the importance of feature triage to attract users and improve brand perception. Tools for monitoring competitors and market dynamics are also provided to assist in strategic decision-making.

1. MARKET AND
COMPETITOR
ANALYSIS
Sohaib Thiab
Chief Product Officer - 7awi.com

2. Market size analysis
Two approaches:
• Top down
Based in finding the total market size then estimating your share of that
market. Optimistic approach
• Bottom Up
Based on current sales of a similar product and estimating how much
you can capture. Conservative approach
Tools:
- Adwords keyword tool
- Alexa/ Compete / Similarweb
- For apps Appannie or sensor tower
- Google/Twitter/Reddit

3. Finding your competition
• 1st step is knowing how to collect info on your competitors
• Is the market loaded with competitors?
• No competitors? Why ?
As a PM you’re responsible for feature triage:
• Get you more users
• Make your users happy
• Enhance your brand
To decide you need to know what you’re competitors look
like and what they offer.

4. How to find competitors
• Google brand vs. to make a list
• Put them in a known and unknown categories
• Look at quora and reddit for customer
complaints/issues/feature requests for each
• Find unknown by 1st asnwering the problem your product
fixes and for whom ?
• Google terms users would complain about this problem
• Search big sites by using site: on quora, yahoo answers, reddit
• Search for what your product does

5. The 4 types of competitors
1- Direct (our biggest concern)
Targets the same users and fixes the same problem
2- Indirect
Solves the same problem but in a different way, different
target users.
3- Potential
Offers something to the same target users but don’t
address the same problem.
4- Substitute
Solves the same problem but for a different target user and
delivered in a different way. Users could substitute your
product with theirs.

6. 5 criteria to understand competitos
#1 The product core team
#2 The size of their user base
#3 The design and UX
#4 The brand
#5 Speed

7. Feature tables
• Determine how competitive you are before launching
• Features and factors, figure them out.

8. Feature tables

9. Monitoring you’re competitors
Keep track of the following important factors
#1 Funding $$$$
#2 Acquisitions
#3 New features or product launches
Mention.com and/or Google alerts

10. Tools
• Crunchbase
• Mention.com
• Alexa
• similarweb
• Google adwords
• Appannie
• Sensor tower
• Rivalfox and buzzsumo
• Socialbakers
• https://monitorbacklinks.com
• semrush
• http://www.spyfu.com/
• http://builtwith.com/