Competitor analysis

Competitor analysis is exactly what it sounds like — taking a good look at what other brands in your space are up to.

It's not about copying your competitors. It's about understanding the market you're operating in so you can spot opportunities, avoid pitfalls and figure out where you can do things better.

A solid competitor analysis will cover:

• Their product range and pricing
• Their website and user experience
• Their social media presence and content strategy
• What their customers are saying in reviews

A popular framework for organising your findings is a SWOT analysis — looking at their strengths, weaknesses, opportunities and threats. Once you know where your competitors are falling short, you can position your own brand to fill those gaps.

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