Competitive intelligence: observe the market to decide where to play
Most competitive analyses produce yet another feature comparison. This one asks a different question: what truly structures competition in your market, and what can your company own over time?
What it is for
A competitive analysis cannot read your customers’ minds. It establishes something else: the rules the market is progressively adopting, visible friction points and the areas where differentiation remains possible.
It is a starting point for a positioning, offering or go-to-market decision — not a decorative deliverable.
Observing the market tells you where to look. Strategy is deciding where to play.
The method, in four stages
1. Reconstruct the observable landscape
Players, offerings, distribution models, published prices, claims and differentiation signals — using public sources only.
2. Read the market rules
What truly structures competition: buying mechanisms, sales motions, integrations and visible friction points.
3. Identify open positions
The positions no one clearly owns yet — and those the market has already closed off.
4. Test them against your actual capabilities
Offering, business model, go-to-market, product, reputation and organisation: what your company can genuinely own and sustain over time.
What you receive
- • A map of the observable competitive landscape across your market and geographies.
- • The five to seven criteria that genuinely shape buying decisions.
- • The differentiation spaces that remain open — and those already closed.
- • A reading of what your organisation can sustain, not merely claim.
- • The positioning and go-to-market trade-offs that follow.
Markets already analysed
Published analyses take the form of market observations based solely on public sources.
France · Netherlands · United Kingdom
Treasury management tools for small and mid-sized businesses
Fifteen players observed and five criteria structuring competition: entry price, sales motion, integration, bank connectivity and access to the customer.
Other markets are under observation. New analyses are published in Aubrini Resources.
How it fits within Aubrini
Competitive intelligence is one entry point into the Operating Partner engagement: aligning market, offering, positioning, go-to-market and execution capability.
It is led by Aurélie Béreau, who has spent more than fifteen years bringing B2B Tech offerings to market.
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Tell me about your offering, your audience and the decision you need to make.
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