See exactly where you fit and what to charge.
We take apart the companies you'd be up against: how they describe themselves, what they charge, what they built, what their customers complain about, and what they've quietly removed. It all lands in one side-by-side report you can hand to anyone.
Three situations where this pays for itself
You're setting a price for the first time
You have a number in your head and no idea if it's high, low, or in a range nobody buys at. Seeing every competitor's pricing page laid out on one sheet, with what each tier includes, turns a guess into a decision.
Your pitch sounds like everyone else's
You've read your own homepage and three competitors' homepages and can't tell them apart. A positioning map shows which claims are crowded and which corner is empty.
You're about to build a feature they already have
Before the roadmap fills up with catch-up work, you want to know what the field already offers, what customers actually use, and which features competitors shipped and then dropped. That last group is where the traps are.
One side-by-side report, five angles on each competitor
Every competitor gets the same treatment so you can compare like with like. Claims are quoted from their own pages and reviews, with the date we looked, so the report is checkable.
How each competitor describes itself, who it says it's for, and the one promise its homepage leads with. Plotted so you can see which claims are crowded and which are open.
Every public price and tier, what each includes, and the hidden costs: setup fees, per-seat charges, add-ons. Where pricing isn't public, we note what we could find out and how. This is what sets the bounds for your own willingness-to-pay test.
A grid of what each product actually does, verified from trials, demos, or documentation rather than the marketing page. Table stakes marked separately from differentiators.
What customers praise and complain about, pulled from public review sites and forums and grouped by theme. The complaints are the interesting part: they're the gaps you could fill.
Features, tiers, and markets each competitor has removed or stopped talking about, found through archived pages and changelogs. A dropped feature usually means someone learned something expensive. You get to learn it for free.
Where to position, what price range to test, and which features to build, skip, or delay. Written as a one-page brief you can hand to a designer, a developer, or an investor.
Two weeks from a list of names to a positioning brief
A benchmarking sprint typically runs two weeks. It's desk research, product trials, and review mining. If you already know your competitors, we start on day one. If you don't, finding them is the first step.
Pick the field
A working session to agree on which competitors matter: the direct ones, the substitutes your customers use today, and the adjacent players who could move into your space. We usually land on five to eight.
Collect
We sign up for trials, book demos where needed, read the documentation, and pull pricing pages, review sites, and archived versions of each site. Everything is dated and screenshotted so the report can be checked later.
Compare
The raw material goes into the same grid for every competitor: positioning, pricing, features, reviews, and what they've dropped. Patterns show up quickly once the columns line up.
Recommend
A readout call and the written brief. Where to stand, what price range to test next, and which features to build or skip. If the field turns out to be crowded on every axis, we say that too.
Squint: benchmarking set the price and the pitch
Squint turns an audit into a pitch in under two minutes. Competitor benchmarking was central to both its positioning and its pricing. The teardown of what existing tools charged and what they left out gave us the range to test, and willingness to pay came back at $79 to $249 a month. Positioning followed from the gaps the reviews pointed at.
Read the Squint case study →Straight answers before you book
I already know my competitors. What do I get that I don't have?
Knowing the names and having them laid out on one grid are different things. Most clients are surprised by the pricing tiers they hadn't noticed, the features that were quietly removed, and how similar the positioning claims are once they're side by side.
How do you find out what they dropped?
Archived versions of their websites, old pricing pages, changelogs, and review threads where customers complain about a feature going away. We date each finding so you can see when it happened.
What if competitors don't publish their prices?
We book demos and ask, read what customers report in reviews and forums, and check procurement disclosures where they exist. The report says which prices are confirmed and which are estimated, and how.
Does this include testing my own price?
The benchmarking gives you the range to test. Testing willingness to pay with real customers is usually part of a product research sprint, and the two combine well. On Squint, that's how the $79 to $249 range was set.
How many competitors can you cover?
Five to eight in two weeks, in full depth. More than that and we go lighter on the long tail, or extend the sprint. We'll agree the list on the first call.
Send us the names you're up against, or the problem you're solving if you're not sure who they are. In thirty minutes we'll tell you what a two-week benchmarking sprint would cover and which of the five angles is likely to matter most for you. Pricing is quoted after the call.