Capture competitive information

For most product managers, competitive analyses are done using spreadsheets or PowerPoint presentations — and they sure get stale fast. Aha! allows you to create competitor profiles to help you track the the competitive landscape.
 
Defining your competitors in Aha! allows you to better prioritize your own product roadmap based on competitive movement. Aha! allows the product team to easily track your competitors and capture key information such as revenue, number of employees, and positioning. Once your competitors are defined, you can then use the competitor matrix view to create compelling visuals charting where your own products stack up against your competition.
 
The details on each competitor and the competitor matrix can both easily be shared through notebooks so you never have to scour the internet for logos and throw together powerpoints for the next investor meeting again.

Capture your competitors

Go to Strategy -> Competitors. If this is your first time on the page, you will presented with the option to add a competitor. Clicking add a competitor will load in the example competitor, 360 Tracker. The 360 Tracker competitor page provides a great example of the type of content you can capture when defining your competitors in Aha!

To edit the content, mouse over the top of the competitor card and an edit option will appear. Clicking edit brings out the competitor slider where you can add your own custom fields for competitive information you want to capture and update the descriptions of existing fields. The actions menu on this screen allows you to delete a competitor - you can use this to delete the 360 Tracker example. 

When editing the component, don't forget to add a logo for your competitor's product! When you add a logo, Aha! will automatically detect the image you add and resize it to display appropriately on the competitor card. Adding the logo also enables the competitors to be better visualized on the competitor matrix chart.

All of the data objects on the main competitor card can easily be re-organized. Simply mouse over any component and drag and drop to change where they are displayed on your card. You can also click the "X" icon when moused over a component to hide it from the card. Hiding a component will add a new option next to the edit option which allows you to unhide hidden components. Don't worry, hiding a component does not delete the information - it is only hidden!

You can re-order the competitor list on the left hand side by hovering over a competitor card and clicking and dragging the move icon that appears to move it up and down the list. This can be useful when prioritizing the highest ranking competitors in your market landscape.

Maintaining your competitors

For those instances where the same competitor is applicable across many products in your portfolio, you can manage those competitors at the product line and carry them down to the product level. It is recommended you always maintain your user competitors at the highest level of your product structure to which they apply so all products can leverage the competitor tie-in. As changes are made to that competitor, the changes will be visible across all products in the portfolio.

To add competitors at the product line level, select the product line in the product drop down and go to Strategy -> Competitors. Making modifications to inherited competitors requires having product owner or contributor access to the product line in which they were initially created. However, inherited competitors are only available on the Competitor detail view and not on the Competitor matrix view. You can plot the competitors at the highest level product line competitive matrix.

Visualize your competition

Once your competitors are defined (and their logos are hunted down and added one last time!) you can visualize the competitive landscape by clicking the competitive matrix view button on the top right of the screen.

The competitive matrix allows Aha! users to visualize where different competitors stack up against their own products. Clicking "Show your products" on the left hand side brings up a list of all of the products you have defined in your Aha! account.

The titles for each of the quadrants on the matrix can be customized to align with how you organize competitors. If you defined your own competitor threat scorecard, you can set the scoring metrics as the horizontal and vertical axis and drag and drop competitors to adjust their scores. The chart options allows you to toggle the display of names and logos as well as reverse the horizontal and vertical scales. 

Note: 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 & drop functionality to alter scores. If your score range is too small, say 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.

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