Include the old way of doing the job
Map three groups: similar products, different ways to do the task and doing nothing new. A desktop laser machine may compete with outsourced cutting as well as other machines. Note who each option suits and what it requires. Your preferred use case is not the only valid one.
Compare like with like
Check whether a price includes accessories, software, a subscription, transport or tax. Record when you checked it. Align the conditions behind technical figures too. Is a size for the device or its box? Is output a peak or sustained result? Mark missing details as unknown, not as a competitor weakness.
Treat reviews as leads to investigate
A public review can reveal a question, but it does not speak for every buyer. If someone says setup is hard, ask which step, version and setting caused the issue. Take that question into an interview or test. Do not use a complaint alone as proof that your product is better.
Make the difference visible
Finish with a table showing who benefits, in which setting and what evidence supports the claim. If the difference is a slightly higher specification, show why it matters in use. Avoid selecting unfair conditions just to win a comparison. When proof is weak, narrow the claim rather than making the language stronger.
Put this into practice
- Record sources, versions and the date of each comparison.
- Separate device price from total cost to use it.
- Plan a fair demo for the difference that matters most.
