Figure 4-4. Direct competitor’s website: Trunk Club Trunk Club is a great solution for Paul the movie producer’s intended customer segment because Trunk Club addresses his hypothesized users’ problems. For example, the Busy Man doesn’t want to deal with annoying sales people. If the Busy Man joins the VIP-ish sounding “Club,” he also gets high-end clothing sent to him to try on in the privacy of his own home. That seems to hit all the points Paul brought up in Chapter 3, doesn’t it? That’s why Trunk Club is a direct competitor. Indirect competitors offer a similar value proposition to a different customer segment; or, they target your exact customer base without offering the exact same value proposition. For instance, an indirect competitor’s primary service might not be your value proposition, but their secondary service definitely is. Or, your customer base is using an aspect of an indirect competitor’s interface to solve the problem that our soon-to-be-amazing product will! In my research for the Busy Man’s Shopping Site, I discovered that the online shopping site Gilt (see Figure 4-5) is an indirect competitor.