In edtech, staying ahead means more than delivering a great product. It’s about understanding the market and knowing what your competitors are up to.

You need to ask yourself “Why do some customers choose our competitors over us?” and answering that question properly requires more than gut instinct; it needs structured, insightful competitor analysis to get it right and truly compete. Here’s how you can break it down into 12 actionable areas and turn insights into opportunities.

1. Who are your competitors, really?

Knowing your competitors is step one, but it’s not always obvious. Competitors may include long-standing providers, disruptive start-ups, or even indirect rivals offering alternative solutions. If so, they’re not just a competitor – they’re a threat.

Tip: Set up Google Alerts for competitor mentions, and track their LinkedIn posts to understand their positioning.

 

2. Why are customers moving to them?

The most painful but enlightening truth comes from customers who’ve left. Patterns often emerge: it could be a pricing issue, service dissatisfaction, or features you don’t offer.

For example, if a data manager leaves you for a competitor offering real-time data dashboards, it tells you their priorities shifted.

Action: Conduct exit interviews or anonymous surveys to uncover the real reasons behind customer churn.

 

3. How does their pricing compare?

In tight-budget sectors like education, pricing can be make-or-break. But it’s not just about being cheaper; it’s about offering value.

Let’s say a competitor offers flexible pricing tiers tailored to small schools and large academies alike. If your pricing is flat and inflexible, you could lose out on both ends.

Fix it: Test models like volume discounts or long-term contracts.

 

4. Are their features outpacing yours?

Technology evolves quickly, and so do customer expectations. If your competitor is leveraging AI for attendance tracking or predictive outcomes, they’ve set a new benchmark.

Here’s a real-world example: A competitor offering parent-accessible dashboards could attract schools under pressure to improve engagement metrics.

Respond: Survey your customers about the features they want and make data-backed updates to your roadmap.

 

5. What’s their customer support like?

Support can make or break long-term relationships. If your competitor offers 24/7 live chat while you rely on email responses within 48 hours, it’s a clear differentiator.

Customers don’t just buy products—they buy reliability.

Audit yourself: Look at response times, feedback loops, and success stories. Where can you improve?

 

6. What’s their reputation?

Reputation matters, especially in the education sector, where trust is everything. Competitors who publish compelling case studies or partner with high-profile academies gain credibility fast.

Tip: Create your own content strategy that highlights measurable outcomes and real-world impact.

 

7. How do they market themselves?

Marketing isn’t just about selling – it’s about storytelling. If a competitor is running a LinkedIn campaign addressing funding challenges, they’re not just selling – they’re aligning with customer pain points.

Next step: Observe how they frame their messaging. What emotions or challenges do they tap into? Build your campaigns with similar depth.

 

8. How do they retain customers?

Competitors who focus on retention often succeed quietly. Loyalty discounts, exclusive features, or proactive support can make leaving harder for customers.

If you’re only focusing on winning new customers, you’re missing the point.

Do this: Offer value-added services for renewals, like free feature upgrades or additional training sessions.

 

9. Are they dominating specific regions or groups?

Education markets can vary regionally. A competitor might dominate rural areas because they cater to connectivity challenges better than you.

Opportunity: Look for gaps. Is there a segment they’re ignoring? Focus your efforts there.

 

10. Are they scaling faster than you?

If your competitor is investing in R&D or attracting funding for expansion, they’re positioning themselves as the future of the sector.

But scale doesn’t always mean quality.

Tip: Focus on depth over breadth. Build loyalty by delivering exceptional value to your existing customers.

 

11. What are you learning from lost customers?

This is a tough one, but customers who’ve switched to a competitor are your most valuable source of feedback.

Are you losing them to flashy features, or because you missed the basics? Both answers matter.

Action: Develop a simple feedback loop. Ask, listen, and act.

 

12. Where are they weak?

Every competitor has a weakness. Maybe their customer support is slow, or their tech is prone to glitches.

Pro Tip: Make their weakness your strength. Highlight your reliability, user-friendliness, or customisation options.

 

Turning insights into action

Competitor analysis isn’t a one-and-done exercise. It’s a mindset. By regularly assessing where your competitors excel (and where they fall short), you can refine your strategy and adapt faster than they can.

Competitor analysis isn’t just about knowing what others are doing. It’s about staying laser-focused on what your customers need – and delivering it better than anyone else.

What’s your next step? Pick one of these 12 areas, and commit to exploring it this month. You might be surprised by what you uncover and how quickly you can use those insights to your advantage.

Your competitors won’t wait. Neither should you.