The Host Co. is a web-based retail solution designed to help AirBnB hosts sell products in their rental spaces. The Host Co invested in this competitor research because of their need to evaluate their position within the market and which features to implement as they work on expansion. They aim a clear understanding of target audience and language of competitors to distinguish themselves.
The project deliverables are Competitive Gap Analysis, SWOT Analysis and Data Analysis in the form of slide decks and final presentation to key stakeholders.
The goal of this project was to conduct an in depth market analysis of the Host Co to assess how they currently fit in the market and how they can grow. We delivered competitive analysis (Gap and SWOT) for internal platform and external site as well as design reccomendations and next steps for business growth.
We assessed 6 competitors’ website, began the onboarding process all competitors. We came up with a list of qualities and features that are central to the host’s experience. We made 2 Gap Analysis charts: one for the marketing features (external facing) and the other for the onboarding process of the platform (internal facing).
Due to the NDA, the analysis details cannot be disclosed However, here is a rundown of our process:
We began by conducting heuristic evaluation of each competitor and compiling a list of noteworthy features. Then, we defined each feature’s definitions. We selected the features by consolidating a list of notable features from the Host Co. as well as competitor sites. We focused on 10 key features after presenting with key stakeholders. We defined the features by stating 1) what the feature is2) what qualifications are needed for the site to have the feature 3)what are some variations of the feature. Due to the NDA, feature definitions cannot be disclosed.
Like the External Platform Gap Analysis, we also defined each feature’s definitions for platform features definitions. We selected the features by consolidating a list of notable features from the Host Co. as well as competitor sites. We focused on 6 key features after presenting with key stakeholders. For our qualitative features, we evaluated them on the scale of 3, defining qualifications for each stage. Due to the NDA, feature definitions cannot be disclosed.
We consolidated key information on the competitors. Since our PM/Product were interested in the onboarding and the transition from marketing site to product use and the language, we focused on those key categories.I focused on 3 competitors while Sam focused on the other 3.
Using the information consolidated, we evaluated the strengths, weaknesses, opportunities and threats of the Host Co. We evaluated the threats of the 3 most direct competitors that we consolidated via the Gap Analysis and listed some opportunities that we can learn from them.
We first ideated on 20 strengths we find from assessing the Host Co. internal and external site. From these 20, we compared to other notable features we found in the competitors and narrowed our decisions into 5 key strengths, holistically encompassing the external/internal site as well as the Host Co's branding.
Here are a few questions we kept in mind when selecting a strength:
While conducting the Gap Analysis, we consolidated 3 key weaknesses from some obstacles we came across in our user journey when exploring the site. We clearly articulated our findings and provided alternative solutions to each weakness. We identified weaknesses in Information Architecture and interface of the site and designed mockups for our proposed solutions.
To wrap up our project:
For our key takeaways, we answered these quyestions:
