WHY ARE WE BEING SO COVERT? Here are two reasons why you probably don’t want to use accounts that personally identify you: Reason 1: When I worked on the treatment center startup, I needed to find competitors for the value proposition. One way to do this was through social media accounts such as Twitter, in which I could tweet that I was looking for advice about drug rehab and treatment centers. I didn’t want to use my personal account because it might risk the professional reputation I had with colleagues. Also, I didn’t want my friends and family to become concerned that I was personally looking for treatment. Reason 2: The startup world is fierce. If your competitor is in beta, it might know that you’re the competition, too. If it recognizes your account or becomes aware that you’re gathering competitive intelligence, it could cut off your access. Purpose of site The purpose of the site is why it exists; it’s basically the high-level description of the product or the value proposition. Think about how the competitor might explain it to a user or investor. As Figure 4-13 demonstrates, your description should be one to two sentences that describe the primary customer and the solution provided by the product. Figure 4-13. Purpose of Site result sample