Start with the job, not a list of logos
Write the job as a verb: reconcile invoice exceptions, collect field-service proof, or assign incoming leads. Search for that job in the words your buyer uses. Then list four kinds of alternatives: specialist software, broad software configured for the task, manual internal work, and outsourced work.
A buyer comparing your product with a spreadsheet may care more about implementation time than feature depth. A buyer using an agency may care about accountability and turnaround. You will miss both if your matrix contains only SaaS companies with similar branding.
Build a compact comparison matrix
For each alternative, record its target buyer, core workflow, public pricing model if shown, setup effort, integrations, support model, and evidence source. Mark unknowns as unknown. Do not turn a free trial into a revenue claim, or a marketing headline into a verified capability.
Test the actual journey where possible: can a buyer understand the offer, import sample data, and complete the job? If you cannot try the software, use the product's own documentation and request a demo. Keep your notes factual and link to the page you checked.
Ask buyers why the current option stays in place
Ask what would make them switch, what data must move, and who would object. A competitor can be disliked but still deeply embedded. Switching cost, training, trust, and contract timing can matter more than a longer feature list.
For an India-specific angle, verify the local difference with buyers. Language, approval patterns, payment methods, or common communication channels may matter in one segment and not another. “India-first” is positioning only when it changes the buyer's result.
Choose a wedge instead of copying a product
Write a one-sentence contrast: “For [buyer] who [job], we solve [narrow failure] with [specific advantage].” Build the smallest workflow that demonstrates that advantage. Do not copy a competitor's brand, copy, design assets, or proprietary content.
Return to your matrix after buyer interviews. If no one can explain why they would switch, the gap may be a research artifact rather than a business opportunity. The opportunity board has an “Indian alternatives” field to start this check.
