You need to spend some serious time with people that use your competitor's product day-in day-out. Ask to sit with them, watch them work. Find companies that u

You need to spend some serious time with people that use your competitor's product day-in day-out. Ask to sit with them, watch them work. Find companies that use it, ask why & when they chose it. What kind of agreement they're on. Often moving away from a crappy product is really really difficult if you have to take your data with you. That's often the main reason crappy products stay in business is because people are scared attempting to even broach the subject of leaving because it's a major overhaul. Don't compete on price - ever. Customers that move to you because of price will also move away when a competitor prices lower, and there will always be someone willing to cut margins low enough to put you both out of business. Compete on quality, insight, deeper research into how the product is used.