Here are some elements to include on this page (see also Figure 5-8): State your purpose. [Your team] conducted a competitive analysis on [market or markets] to see what other products do [client’s value prop]. Be sure to state the client’s value proposition clearly so that there is no confusion as to what you were focusing on. Include the month and year in which the study was conducted, because the analysis is truly a snapshot in time that will become outdated as the competitive landscape evolves. Make a general statement about the current marketplace. You could say something like, “There are tons of sites that allow trading.” Or, “The market is splintered into these core groups....” You might also include an introduction to the distinct competitor subgroups from your deep dive into the spreadsheet or overview of the business models at play. At the very least, list all the competitors you looked at, broken out by direct competitor and indirect competitor.