You have an idea for a business: how should it identify substitutes?

Porter’s analysis still requires thinking about two elements of the market – buyers and substitutes that may threaten your business. I already wrote about buyers a few posts ago. I’ll remind you that it’s about market segmentation, that is, isolating who will be the buyers of your company’s products or services. If at this stage of business planning you have already specified a group of key customers. You can further characterize them by three characteristics: their number, the degree of

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