vs. Solutionreach · 2012–24
Weave Communications
One subscription replaces the phone carrier and the reminder vendor
- What it did
- Phones, texting and reminders for $499 a month
- Solutionreach
- Messaging sold beside the practice's own carrier
Competitive Alternatives
What are Competitive Alternatives?
The company positions itself against what buyers actually use instead (paper, spreadsheets, a confusing incumbent, doing nothing), not against the category's other vendors, and buyers respond to that framing.
How Competitive Alternatives work
Framing the product against what buyers actually do instead makes its value obvious to people who never considered the category.
How companies won with Competitive Alternatives
From the win chains in Strategy Canon case studies: what the winner did, and what its rival did at the same step.
Also tagged: Confluent · HubSpot · Jobber · Palo Alto Networks
The question to ask of a company
What were buyers using instead, and did the pitch speak to it?
Who names it
| Author | What they call it / where it appears |
|---|---|
| Dunford + | Competitive alternatives (Obviously Awesome) |
| Ries & Trout + | Positioning against what the buyer knows |
Note. Near miss: A comparison page listing three rival products. Does not count: Feature comparisons against same-category vendors only.