I like the approach Seth Godin talks about in his book This is Marketing. He uses a 4 quadrant chart to plot two qualities of a product. Then plots where compe

I like the approach Seth Godin talks about in his book This is Marketing. He uses a 4 quadrant chart to plot two qualities of a product. Then plots where competitors fall on those two qualities. For instance cost and durability. Some competitors could be positioned differently say expensive and durable and perhaps there is no competitor that fills the cheap part of the graph. Its a nice way to visualize potential opportunities