<!-- Competitive landscape · from Chapter 13 of The Product 360 Handbook -->

# Competitive landscape · [Product] · [Segment] · [Quarter]

**Owner:** [PM or PMM]   **Last verified:** [Date]   **Next refresh:** [Date]

## The question customers are answering
"What would we do if [product] didn't exist?" Most common answer in win/loss: [answer]

## Alternatives by layer
| Layer | Alternative | Who chooses it | Why they choose it | Our win rate against it | Evidence |
|---|---|---|---|---|---|
| Direct | | | | | |
| Indirect | | | | | |
| Substitute (including build in-house) | | | | | |
| Do-nothing | Status quo / delay | | | | |

## Map axes
- X axis: [buying criterion] · Source: [win/loss, RFPs, requirement lists]
- Y axis: [buying criterion] · Source:
- Bubble size (only if sourced): [measure and source]

## Five Forces summary
| Force | Strength (H/M/L) | Evidence | Effect on our margin or pricing power |
|---|---|---|---|
| Rivalry | | | |
| New entrants | | | |
| Buyer power | | | |
| Supplier power (including model providers) | | | |
| Substitutes (including DIY AI harness) | | | |

Strongest two forces and what we do about them:
1.
2.

## What changed since the last version
-