which competitor is number one, number two, and who’s doing something impressive even if they’re farther behind in the marketplace race than others. You have a sense of the diversity of business models in play. Use your analysis to answer the following questions about each competitor in a brief paragraph: How is it competing against your value proposition? If it’s a direct competitor, what is it doing great or particularly badly? If it’s an indirect competitor, is it competing with a similar solution or is it going after a similar customer segment? What are the big takeaways the stakeholder should know if she only reads this cell? You can see how I answered those questions in the Busy Man’s Shopping Site Competitive Analysis Matrix in Figure 5-5 and Figure 5-6. There’s an example for a direct and an indirect competitor. Figure 5-5. Direct competitor analysis sample