Competitive Landscape Map

So geht's

1. 1

   Agree on the market scope: which competitors will you map? Which customer segment are you focusing on?

2. 2

   Identify the key competitive dimensions: what are the 4-6 factors that matter most to customers in this market? (e.g., price, speed, quality, breadth of features, support, brand). Vote if needed.

3. 3

   Set up the axes: choose the two most important dimensions as your x and y axes. Place on a large 2x2 or use a radar chart for more dimensions.

4. 4

   Place competitors: where does each competitor sit on the axes? Use different colors for different competitor groups.

5. 5

   Place yourselves: where do you honestly sit today? Mark with a distinct color.

6. 6

   Identify the white spaces: where on the map are there no — or few — competitors? Are these spaces empty because of lack of demand, or because of unexplored opportunity?

7. 7

   Mark your desired future position: where do you want to be in 2-3 years? What would it take to get there?

8. 8

   Discuss the implications: what strategic moves are needed? What would you need to change about your product, pricing, or positioning?

9. 9

   Agree on 3-5 strategic priorities that emerge from the competitive picture.

Tipps

• The choice of axes is the most important decision in the exercise — wrong dimensions produce a misleading picture.

• Challenge generic axes (everyone will say 'quality').

• Use specific, observable attributes: 'time to first value,' 'depth of integrations,' 'self-serve vs.

• sales-led.' Revisit the map with real data (reviews, pricing pages, analyst reports) before treating it as definitive.

Variationen

Use the Blue Ocean Strategy Canvas format to plot 'value curves' across many dimensions simultaneously. Run a 'Customer Perception Map' using actual customer data rather than internal assumptions. Add a third dimension (bubble size = market share) for a richer view.