This last week Matt Ryczek from lead a presentation for SCORE managed by the SBA focused on the competitive analysis for business owners and brands.
Some keys points are focusing on how you customers live not their age, sex, or race. Focus on customers in their behavior, advertise and market to them where they spend their time. Focusing on demographics such as millenials, blinds you in your efforts not focuses it.
How to find out more about the competition, Matt focuses on using the competition; study ever interaction and note what you hate and what you love about the expeiernce. Use the number you know and works backwards from the price point they have set. Compare your findings to yours use this as data points.
Below is a list of resources to help in efforts. and for the full presentation email email@example.com