Competitor Profiling

If this is the first post of mine you’ve read, please refer to the introduction here.

Before starting a business, launching a new product, or starting a nonprofit, before anything else, you have to know the terrain you’ll be jumping into. Having an understanding of the type of market that already exists in a given field can help you differentiate your service or product from similar ones while at the same time allowing you to see what works and what trends occur in your competition.

Curiosity Box is a seasonal subscription box that delivers puzzles, shirts, and toys based around curiosity or “intellectual stimulation”. It is run by the creators of an incredibly successful science education network, and everything in the box is heavily designed to adhere to the brand’s identity. In the spirit of mental stimulation, Curiosity Box also donates to a charity for Alzheimer’s research.

Curiosity Box is run by and for lovers of math and science and intellectuals of all ages, and therefore keeps a very light, fun visual style, utilizing a monochromatic color scheme with bold and simplified graphics.

This subscription box takes out the exciting element of surprise and instead focuses on customization. Each month you can swap out a wide variety of products that fall under different themes in order to find ones you like, or you can even skip a month if there’s just nothing you’re interested in. Additionally, Bespoke Post supports and showcases small businesses each month and has even donated millions of dollars to support small businesses during COVID.

Bespoke Post markets itself heavily towards men — a rather small overlap with my audience — and uses earthy tones and natural, photographic imagery in its branding to reinforce this association.

Adults & Crafts is a “curated craft kit” subscription service that includes materials, tools, and instructions. This is about the closest I could find to a service covering the same field as mine, but it goes about it in a slightly different way. Adults & Crafts offer multiple subscription plans that come monthly, every 3 months, etc.

The visual language of this service is very “artsy”: pastel colors, script typefaces, and photography with neutral tones. It markets itself to any interested adults, not just artists.

There are any things to keep in mind when designing this field — obviously many products have reached extreme success, and there is something to be learned from all of them.

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