Understanding and mapping the competitive landscape

Scientists often believe their technology is unique, only to discover that others have published similar papers or launched related products. Encountering competitors can be disheartening, but it is a normal part of entrepreneurship. A thoughtful competitive landscape analysis transforms this discovery into insight rather than discouragement.

Start by listing companies or institutions addressing the same customer problem. Include incumbents, emerging start‑ups and even academic labs. For each competitor, document their product features, pricing, customer segment, distribution channels and marketing messaging. Tools such as a positioning matrix or SWOT (strengths, weaknesses, opportunities, threats) analysis can help visualise where each solution sits. A formal competitive landscape analysis provides a structured way to research competitors, plot their strengths and weaknesses, determine your unique selling proposition and set pricing rather than guessing.

When comparing offerings, remember that customers care about how well a solution addresses their specific tasks and pains, not the absolute number of features. Two products may have similar hardware, but differences in user interface, support, or integration can make one more attractive. Identify gaps in the market that no one else is addressing, and consider how your research or capabilities enable you to fill them. Also recognise that competition validates your market; if multiple groups are pursuing similar problems, it signals that the need is real.

Your landscape will evolve as new entrants appear and existing players pivot. Maintain a living document and revisit it regularly as part of your strategic planning. Combining competitive analysis with customer interviews will help you build a differentiated product and communicate its value clearly.