Competitors

For most product managers, competitive analysis is done using spreadsheets or PowerPoint presentations — and they sure get stale fast. Aha! allows you to create competitor profiles to help you track the competitive landscape.
 
Defining your competitors in Aha! allows you to better prioritize your own product roadmap based on competitive movement. Aha! allows product teams to easily track competitors and capture key information such as revenue, number of employees, and positioning. Once your competitors are defined, you can then use the competitor chart view to create compelling visuals showing how your own products stack up against your competition.
 
The details on each competitor and the competitor chart view 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.

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Capture your competitors

Go to Strategy > Competitors. If this is your first time on the page, you will be presented with the option to add a competitor. Clicking Add competitor will load in the example competitor, called 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, click anywhere on the competitor card. This brings out the competitor slider where you can add your own custom fields for the competitive information you want to capture and update the descriptions of existing fields. The More options dropdown on this screen allows you to delete a competitor — you can use this to delete the 360 Tracker example. 

When editing the fields, 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 reorganized. Simply hover over any field and drag and drop to change where it is displayed on your card. You can also click the Hide field icon when hovering over a field to hide it from the card. Hiding a field will add a new Hidden fields dropdown which allows you to unhide hidden fields. Don't worry — hiding a field does not delete the information. It is only hidden.

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You can reorder the competitor list on the left side by hovering over a competitor card and clicking and dragging the arrows icon that appears. 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. 

Note: It is recommended that you always maintain your user competitors at the highest level of your product structure to which they apply so that 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 dropdown 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 detail view and not on the chart view. You can plot the competitors at the highest level product line on the chart view.

Visualize your competition

Once your competitors are defined, you can visualize the competitive landscape by clicking the Chart view icon on the top left of the screen.

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The competitive matrix allows Aha! users to visualize where different competitors stack up against their own products. Clicking Show your products on the left 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 allow 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-and-drop functionality to alter scores. If your score range is too small, like 1-10, there will essentially be a 10x10 grid that the competitors will snap to when dropped. This 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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