company sit?
A 2x2 strategic map plotting the SKIN client against competitors, adjacent alternatives, and workarounds. Use this alongside the Pulse Score and Fundable Score to assess whether the company occupies a defensible, fundable position — or sits in a crowded zone with weak moats.
instead of this?
"No market need" is the #1 startup failure cause (Failory: 64+ cases). Often the real competitor isn't another product — it's a manual workaround, a bigger tool repurposed, or doing nothing. This view groups all replacements by threat level so you can see what the company is actually fighting.
Direct competition
Products built to solve the same problem. The most visible threat — but not always the biggest.
Adjacent alternatives
Tools built for adjacent problems that buyers stretch to cover this need. Often underestimated.
Manual workarounds
Spreadsheets, email, internal scripts, "we just do it manually." The biggest hidden competitor.
Do nothing
The buyer simply chooses not to solve the problem. If this is a high threat, you may have a "no market need" situation.