PayPal is an example of a company that has dominated its space, but its position was threatened by a variety of “Niche players” and “Game changers”:
Market potential - Niche Players vs Game changers Paypal
If we click on PayPal’s traffic sources overview, we can see that it increased its marketing efforts in August 2019 and grew its traffic across the board:
Market Potential - Paypal Analysis
This activity helped strengthen the company’s position in the market by elevating it to the “Leaders” quadrant.
If your quadrant is dominated by Established Players and Leaders and has remained unchanged for a while, it can be difficult to break into if you don’t have a significant budget.
Instead, you might consider comparing your position to competitors with philippines number list similar, but only slightly higher, levels of traffic and growth, who can often be found in the “Niche players” and “Game changers” quadrants in more mature markets.
Game changers: low online visibility + high growth rate
Game changers are very active in most cases, with aggressive marketing strategies because they need to establish themselves as newcomers to well-established markets.
By looking at what they have done well, you can get an idea of the demand for the products or services they have chosen in the market.
Let's look at the example of project management platforms.
Most of wrike.com's competitors are “Niche players” and “Game changers” according to the following Growth Quadrant.
This is what we see when we focus on the top 20 or even the top 10 players in the market.
When we change the time frame from 1 year to 6 months, we can see that some of the players are growing faster than others who are categorized as firmly established “Game Changers”:
Market potential - Niche players vs Game changers
If you find that you are a “Game Changer” in your competitive landscape, your first stop should be to try to eliminate the traffic generation strategies of the “Leaders” in the market.
Find out which channels they dominate and which channels they have neglected by looking at their traffic sources and social media distribution strategies.