This is why you should compare your start-up to the best
When people think web search, they think Google. As of April 2017 Google has a mobile search market share of over 93% in the USA - Statista.com.
But, what happens when you google “better than Google”?

You don’t have to be the best to compare with the best
Top of the list is DuckDuckGo, a competing search engine famous for challenging Google’s monopoly. The company put up a billboard advertisement close to Google headquarters, highlighting that DuckDuckGo does not track you, (but Google does). According to Gabriel Weinberg, founder and CEO of DuckDuckGo, the advertisement got them several national press stories and ultimately doubled their user base at the time.
The point is…you don’t have to be the biggest or the best to compare with the best. As a start-up, you have a lot to gain and very little to loose by comparing yourself to market leaders.
What you have to gain
Get noticed by association
So you’ve got your innovative idea or solution, but now you need to get noticed. The best way to get noticed is to associate your brand with what people already know. Customers need to be able to relate your solution to an existing problem and one of the easiest ways to do this is to compare to existing solutions. First associate, then differentiate.
Gain credibility
Market leaders have the credibility your start-up lacks. By comparing yourself to them you can gain credibility by association. Alternatively you can use a well know brand from another industry to explain what you are about (e.g. “the Uber for private jets” or “the Tinder for rescue pets”).
Get your name out there
Comparing your start-up to market leaders is a great way to get your name out there. This enables you to see how people respond to your start-up and use this feedback to improve your message through advertising, branding, communication and marketing.
Leverage your difference
Marketing is all about finding your point of difference. If people are looking for alternative solutions in your market, there’s probably a good reason. Ask you customers why they prefer your service or product to that of a market leader and use this in your marketing campaigns. By comparing yourself to other similar providers or services, your point of difference will stand out and get you noticed.
Become a respected brand
When comparing your start-up to market leaders, its always pays to be respectful. Instead of stating you are better than your competition, label yourself as an alternative. Look at the screenshot of the Google search above. Even though the search term used was “better than Google”, Google displayed the results as “to try as alternatives.” It’s advisable to compare yourself as an alternative and let the customer decide if you’re better.
A word of caution…
While comparing yourself to the bigwigs is a great idea, tread carefully when making direct or specific comparisons. Some countries have laws against comparative advertising and you may get into trouble if you mislead customers or make false claims about your or your competitors’ products.
How can iFavr help you?
It’s human nature to compare. Comparing helps us organise our thoughts, label things and work out our preferences. More importantly, however, comparing can give your start-up the kick-start it needs.
That’s why we created iFavr, an app that allows you to compare companies, brands and anything else you like. Every user of iFavr is encouraged to share their opinions about what service, brand or company is ‘best’. Over time, as more users vote for the same favourites, these opinions turn into facts.
We think of iFavr as ‘polling on steroids’ — not only do users compare the best and next best, but they also provide reasons for their preference. Discovering why users prefer your product or service, to that of a market leader, can help you differentiate and stand out from the crowd!
If you need help comparing your start-up, product or services to alternatives in your marketplace, try the iFavr app today!
