How to Find Your Competitors and Alternatives
Your real competitors are the options your buyers consider, not the companies you think about most. Many deals are lost to a spreadsheet, an agency or a decision to wait. Find competitors by searching the way buyers do and by asking the buyers themselves.
How do you find your competitors?
- Search your category and problem terms, plus “alternatives to” and “vs” searches.
- Browse category pages on software review sites.
- Ask AI assistants which tools solve your buyer’s problem; see AI search.
- Check who bids on your keywords and category terms in search ads.
- Read Reddit threads and communities where buyers ask for recommendations.
- Ask every prospect and customer what else they looked at.
- Note what buyers used before you: spreadsheets, agencies, in-house tools.
What types of competitors should you track?
| Type | Example for a route-planning SaaS | Why it matters |
|---|---|---|
| Direct | Other route-planning software | Same buyer, same job |
| Indirect | A full TMS with routing built in | Same budget, broader product |
| Status quo | Spreadsheets and a senior dispatcher | Often the biggest competitor |
| Services | Consultants who plan peak season | Solves the job without software |
Choose three to five from this list to study; the process is in how to do a competitor analysis.
How do search results reveal competitors?
The companies ranking and advertising for your buyer’s problem are the ones buyers meet first. Note who appears for problem searches, category searches and “best” lists. The deeper keyword view is in competitor SEO analysis, and paid search in competitor ad analysis.
What should you ask buyers?
“What else did you look at?” and “What would you have done if we didn’t exist?” Ask on every discovery call and record answers in the CRM so you can count them. The interview method is in customer discovery interviews.
| Alternative | Mentions | Type |
|---|---|---|
| Spreadsheets | 24 | Status quo |
| RouteCo | 11 | Direct |
| FleetSuite | 7 | Direct |
| TMS add-on | 5 | Indirect |
Count what buyers mention.
The competitor you worry about most is often not the one your buyers bring up.
How do you build your competitor list?
- Run ten searches your buyer would use and note every company.
- Check two review site categories.
- Ask an AI assistant for options and note who it names.
- Add a “competitors considered” field to your CRM.
- Review the list every quarter.
Frequently asked questions
How do I find my competitors?
Search like a buyer, check review sites and AI answers, look at search ads and communities, and ask prospects what else they considered.
What is the difference between direct and indirect competitors?
Direct competitors solve the same problem the same way; indirect ones solve it differently or as part of a broader product.
Is the status quo a competitor?
Yes. Spreadsheets, agencies and doing nothing often win the most deals.
How do I find competitors for a new idea?
Search the problem, not your solution, and ask potential buyers how they solve it today.
Can AI tools find my competitors?
They can suggest options. Confirm each one by checking its site and buyers.
How many competitors should I track?
Three to five closely, and a wider list reviewed quarterly.