How do you start a competition analysis for a new physical service?
In short: do online searches, walk outside and ask people then bring it all on a custom Google Map.
The general idea
I use different tools and perspectives to make sure that I find the most possible competing and alternative services so that I have a clear understanding of what already exists. I could do such a competitor mapping using just one tool, but I feel it's much more complete by doing it with multiple rounds using multiple tools.
Google maps
For services that a very brick and mortar physical presence I like to start with a bit of research done from my laptop using Google Maps. Basically I look through the different streets around the adresse where the new service could be and I'm looking for services that are direct or indirect competitors or alternatives.
To do this I use the My Maps Google tool, that allows you to create your own maps. When I find a business that could be competing I add it to my custom map.
In Google Maps I also search for specific terms to spot out businesses and services I might not have found by hand.
Google Search
I do the same type of search in Google Search as it sometimes reveals businesses and organizations that are not in Google Maps but still are locally present.
In Google search I also try to find directories of similar services. For example as I was doing a project for a NGO I searched for "Community centers Basel". Which then brought me on a site that has a directory of many neighborhood community centers in the city of Basel.
On-site walking
Not all brick and mortar services have a digital presence. That's why I also like to go in the streets and wander around. I then add the services on my custom map and take photos of the information that I can find in their windows.
Asking people
For each city or neibhboorhood there are people who are like the archivist or memory of these places. These people might be local business owners, local community leaders or authorities. It's smart to speak with these people and show them the map you have to see if you missed something important.
What also happens is that when reviewing your map people will reveal to you that there are services that "exist on paper" in Google Maps but that are long dead. This is also something that you can spot by walking in the streets.
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