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Positioning map

Competitor positioning map

Choose two things buyers compare products on, place yourself and your competitors, and see where the market is crowded and where nobody is.

  • Free
  • No signup
  • Runs in your browser
Across
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Map

CheapExpensivePrice →SimplePowerfulCapability →Your product: Price 3/10, Capability 7/10Your productCompetitor A: Price 8/10, Capability 8/10Competitor ACompetitor B: Price 2/10, Capability 3/10Competitor BCompetitor C: Price 7/10, Capability 4/10Competitor C
  • Every quadrant has someone in it. Look for a different axis where you stand apart.
  • Closest to you: Competitor B. Buyers will compare you with them first, so your page should say plainly how you differ.

Positions are your judgement, so check them against how customers describe the products, in reviews and interviews.

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How to use the positioning map

  1. Pick a pair of axes, or rename them to the two things your buyers compare products on.
  2. Name your product and mark it as yours, then add the competitors buyers mention most.
  3. Drag the sliders to place each one from 0 to 10 on both axes.
  4. Read the notes on open space and your closest rival, and download the map for a deck or doc.

Choosing good axes

A useful map uses two things that matter to buyers and that differ between products. Price against capability, self-serve against sales-led, niche against horizontal and fast against deep all work for many software markets. Axes like “quality” or “ease of use” rarely help: every company places itself at the top.

Try more than one pair. A product crowded on one map can stand alone on another, and that second pair is often what your positioning should be about.

Use it with evidence

The map shows your view of the market. Check it against how customers describe the products, in reviews and in customer interviews. Once your position is clear, put it in the first line of your listing: our guide on writing a launch listing shows how.

Frequently asked questions

Which axes should I use?

Two things buyers actually weigh when choosing, and that differ between products: price, ease of setup, who it is for, how much it automates. Avoid axes where everyone scores the same, and avoid "quality", which every company rates itself high on.

Does an empty quadrant mean an opportunity?

Sometimes. It can be a gap nobody serves, or a combination nobody wants. Before moving there, find a few customers who need exactly that.

Where do the positions come from?

From you. The tool looks nothing up, so check your placements against pricing pages, reviews and how customers describe the products in interviews.