If you work for a company that makes wireless printers, you may start by examining what the competition in your vertical is doing.
“What models do they have out?
“Where are they sourcing their materials from?
“How do they handle customer service?
The problem with this is if your competition is comparing themselves to others in the same vertical, there’s a lot that’s left out.
Because we live in a world where Facebook and Uber and Airbnb are as easy to use as they are, posting directions on how to trouble shoot that require five years experience in IT to understand may not be the best idea.
Our customers expect more. Compare wisely.