Indirect Competitors: The Hidden Threat
Most CI programs focus on direct competitors—companies selling similar products. But indirect competitors often pose bigger threats.
Types of Indirect Competition
1. Adjacent Categories
Companies solving related problems that could expand.Example: A project management tool might compete with a CRM if they add sales features.
2. Platform Expansion
Large platforms adding your functionality.Example: HubSpot adding features that compete with point solutions.
3. DIY/Manual
The "do nothing" or "do it yourself" alternative.Example: Spreadsheets competing with specialized software.
4. Budget Competition
Different products competing for the same budget.Example: Your software vs. another tool the same buyer prioritizes.
Why Indirect Competitors Matter
They're Less Visible
You might not notice until they've captured market share.They Have Advantages
Existing customers, infrastructure, and distribution.They Compete Differently
They don't play by the same rules as direct competitors.Identifying Indirect Threats
Watch for Signals
Ask Customers
Track Category Evolution
Competing with Indirect Threats
Against Platforms
Against DIY
Against Budget Competition
---
Monitor the full competitive landscape. Get started →