Market & Competitive Intelligence

A good market assessment consists of three important aspects:

One is studying product market fit and feature requirements. Two is understanding the landscape of existing players who serve the market. The third is understanding the nature of client segments that make up the buyer’s side of the market.


Our offering helps you in the second and third aspects outlined above. We not just skim the surface, we go deep and analyze extensive market information we collect from diverse subject areas, and bring out relevant information on client segments, the competition’s market presence and market strategy. We also try to bring out insights on whitespaces existing in the market and on competitive dynamics we observe in the market.


Our Market Assessment exercise covers the existing SaaS companies in your market segment. We analyze information we can find on the  subject areas outlined here and bring out contextual, meaningful insights.

These can be used as definitive inputs to help you define your:

- Market entry strategy

- Relevant market whitespaces

- Competitor strategy

- Relevant Media contacts

Basic characteristics

Location, Employees, Revenue, Ownership

Research Intent

Keywords - Subject areas, Technlogy keywords, Product keywords


Traffic, Engagement, Linguistics

Other Online

Mobile App, Email Newsletters, Social presence, Online Ads


Revenue, Funding, Valuation, M&A

Ranking & Trends

Segment Rank, Growth/Decline in Clients

Focus Client Segments

Size, Countries, Industries, Adoption, Removal

Market sentiment, Competitive & Collaborative Insights

Market feedback; segments for Competing & Partner products

Human Resources

Hierarchy, Numbers, Locations, Growth/Churn, Functions


Industry Events


Top articles publiushed online, Relevant journalist contacts

Where we can help you – Market & Competitive Intelligence

A. Inputs for your Product roadmap

We look for what relevant subject areas and terms are clients researching. These research topics could be in the form of

  • Name of product

  • Name of product company

  • Subject area keywords

  • Benefit terms associated with subject area

Based on these, we can get a sense of which terms are trending (not in google search) but in terms of client research efforts. Also, which relevant client segments are these largely coming from.

B. Market segments of relevance

We can identify market segments of relevance:

  • Growth market segments (historical) - Identify the client segments (by industry, country, company size) where adoption has been historically high

  • Growth market segments (trending) - Identify the client segments (by industry, country, company size) where adoption has been high in recent times


C. Market player insights


We can look at each of the relevant product companies operating in your domain, and identify their focus client segments (by industry, country, company size). We even look at the approximate distribution of sales force of every relevant product company by physical location (country). We can also identify which vendors are currently strong or weak in your company’s focus market segments.

Market sentiment: We study customer reviews online for relevant products (that received a significant number of reviews). We perform a high level assessment of feedback sentiment and bring out insights where possible. 

D. Competitive and Collaborative dynamics


We estimate market penetration for each of the relevant product companies. We can identify which products are growing market share and which ones are losing out.


We can also look for collaborative dynamics - propensity for products are both being installed at the same clients. This could help you identify the kind of other product companies you can potentially partner with.


E. Online strategy and performance


We identify the key online marketing strategies adopted by each product company – we identify the key traffic source distribution for their website, level of traffic from organic sources versus paid ads, major ad networks used, focus countries from where most traffic originates. We even look at which companies have internationalized their website in other major international languages.


We also assess their online performance – in terms of level of website traffic and visitor engagement statistics. We also discover their app downloads, ratings and level of social engagement.

F. Media and Events


We identify the top relevant articles published online, and we create a list of journalists that cover your area.

We also identify the key events in which the market players participate.


G. Utilization of human resources


We map out each of the other product companies by distribution of their employee base by hierarchy, in other words by seniority level.

We also look at the constitution of employee base of each product company across key functions such as marketing, sales, product development and technology.


We look at which countries the employee base is spread across, and identify the primary country locations of the workforce.


We look at which product companies have grown (or have shown degrowth) significantly in terms of employee count over the past year or so. We even identify which functions have shown signs of growth or degrowth.


We also look at which companies are currently in the process of hiring employees


We also look at the employee satisfaction and company culture rating for the companies.


H. Financials – Revenue, Funding, Investors, Valuation


While revenue for private companies is generally undisclosed, we try to gather approximate revenue values from credible sources.

We look at the funding rounds and amounts received by each of the relevant companies, the Investors who invested and at what stage. We also provide valuation figure based on latest equity funding round, where figures are available.

I. M&As


We identify the mergers and acquisitions that have taken place in your product segment, information on the acquirer and transaction value where available.