Jobs to be done for Competitor Analysis

"We know all our competitors & beat every one of them on features."

I've heard that one before. Have you?

While most product marketers/managers do a great job in creating feature comparison sheets, their list of competitors is rarely comprehensive.

To do it right, use the jobs-to-be-done framework.

Let's use an example, shall we?

Let's say you are a growing food delivery app.

The job your customer is likely hiring you for is:

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"When I'm at home & hungry, I want to get a filling meal quickly without going out, so that I can enjoy eating in the comfort of my home."
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Your obvious competitors would be the likes of Zomato, Foodpanda, Deliveroo or other local equivalents. That's where most product managers would draw the line. They'd jump on ProductHunt or TrustRadius, explore the category relevant to them and conclude those are the only players that they need to worry about.

Wrong.

Think about the job at hand, not similar products to yours. Who else do your customers "hire" for their particular job?

The list isn't that small.

Microwaveables. A domestic cook. Mothers. Wives. Ramen. They cook on their own. Frozen leftovers.

Why is this important?

Once you know the real spectrum of competitors, you can position yourself effectively and tailor your messaging to force customers to rethink their options.

That's when you come up with campaigns like:

"Order a wholesome dinner."

"Delicacies are never made in the microwave."

"Give the wife a rest."

"Netflix while you wait for the doorbell."