Create a competitor scorecard to rank your competitors and measure the threats they represent to your business. Competitor threat scorecards help you give quantifiable scorecards to each competitor, and even weigh the importance of each scorecard attribute.
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Create a competitor threat scorecard
Aha! scorecards allow you to prioritize records and rank your competitors. Navigate to Settings ⚙️→ Workspace → Configure for any workspace or workspace line. Then select a Scorecard for competitors.
The default scorecard tracks four separate metrics, though you can edit the default scorecard to adjust the simple equation or create an advanced equation of your own. If you create your own scorecard, be sure to use a large point scale. We recommend at least 1–100. The matrix chart has an underlying grid system that allows the drag-and-drop functionality to alter scores. If your score range is too small, such as 1–10, there will essentially be a 10x10 grid that the competitors will snap to when dropped which causes less flexibility on where the competitors are displayed visually. A scale of 1–100 makes the grid a 100x100, which allows much more granular control over where the competitors are arranged visually.
You can also create your own scorecard in Settings ⚙️ → Account → Scorecards, and then add it to your competitor layout in Settings ⚙️ → Account → Custom layouts. Though you should note that selecting a different scorecard in your workspace will instantly erase all previously entered scores from competitors in that workspace.
Once you have selected a competitor scorecard, head back to Strategy → Competitors. In the Chart view, click any competitor profile to see their score (and click the score itself to adjust it), or drag and drop a competitor around the chart to adjust their score on the two axes you have chosen. Click on an axis to select a different metric, and click any text on the chart to edit it.
Dragging a competitor around the Chart view will update the competitor's total score as well as the two metrics you have assigned to the two axes. If your scorecard has more than two metrics, those metrics will not be updated.
Filter by scorecard metrics
In addition to the competitor Detail and Chart views, you can create a list report to further analyze your competition. To do this, navigate to Roadmaps → List and click Create new report. Create a report with Competitor as your primary record type, then add columns in the Add fields step of the report builder.
For a basic comparative view, you can add Competitor name and Competitor score. But sometimes the competitor with the highest threat score is not the one you want to focus on. Your team might be focusing on competing products with the greatest breadth, or a team of executives might want to analyze your competitors based on their ability to execute. Maybe you want to look at any competitors with a range of values in a particular metric — such as a list of all competitors with scoring over 90 out of 100 in market awareness. In these cases, you should filter your list report by scorecard metric, not total score.
Note: This does not apply to scorecards that are in a custom field.
This report can get as sophisticated as you need it to. Click Customize view ⚙️→ Edit data to add more data to your report, click Edit filters to add advanced filters, or hover over the filters bar at the top of the page and click the Add filter + icon to add basic filters.
You can add or filter for the metrics for any scorecard in use in your account. So it is helpful to know ahead of time which scorecard applies to competitors in your workspace.
To do this, navigate to Settings ⚙️ → Workspace → Configure → Scorecard for competitors. If you see a custom scorecard there, note its name, then search for that scorecard in the Add filter + and Edit data modals — each scorecard metric will append the scorecard name. If you see the default scorecard there, search for the Aha! default competitor scorecard in the Add filter + and Edit data modals.
If filtering by these values, click the filter's dropdown and select from the numerical filter options to show values that are a range, a comparison, blank, or not blank. You can apply multiple filters at once — for example, you may want to filter for competitors with very low market awareness but greater-than-average product breadth.