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Case Studies

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Real Estate

Divvy Homes vs Roofstock (Part 3)

Gap identified: Divvy Home is losing to Roofstock for consumers who go through r/RealEstate subreddit and Realsimple.com

Insurance

Fabric vs USAA

Gap identified: Fabric is losing to USAA & Liberty Mutual in the upper funnel for consumers who go through Moneyunder30.com and r/personalfinance subreddit

Cryptocurrency

Exodus vs Coinbase & BC Vault

Gap identified: Exodus is losing to Coinbase, BC Vault, Ledger and Trezor for consumers who search for “Why have a crypto wallet”

Cryptocurrency

Exodus vs Coinbase

Gap identified: Exodus is losing to Ledger and Coinbase for consumers who search for “What is a crypto wallet” and “Best Crypto Wallet”

Cryptocurrency

NiceHash vs MinerGate

Gap identified: NiceHash is losing to MinerGate and F2Pool for two sub-groups of the crypto-mining newbies audience that go through specific journeys before converting

Other

Ancestry vs FamilyTree

Gap identified: Ancestry is losing to Family Tree and Legacy 3.0 for consumers who search for “What is the best family trees online” and go through Techradar.com

Health & Wellness

Curalife vs Glucofort

Gap identified: Curalife is losing to Glucofort for consumers who are searching for glucose supplements scams and going through Thelegitmateway.com

CPG

Enfamil vs Similac

Gap identified: Enfamil is losing to Loulouka, Similac and Earth's Best for consumers who go through FlavCity with Bobby Parrish’s YouTube Channel

F&B

Funable vs Purify Life

Gap identified: Funable is losing to Purify Life for consumers who search for “Vitamin c gummies for kids” and choose the first SERP on Amazon.com

Consumer Electronics

Western Digital vs Samsung

Gap identified: Western Digital is losing to Samsung for gamers that go through Resetera.com

Financial Services

Discover vs Chase

Gap identified: Discover is losing to Chase and Capital One for consumers who go through Moneyunder30.com and Fitsmallbusiness.com

CPG

Kimberly Clark vs Procter & Gamble

Gap identified: Poise is losing to Always Maxi and Tesco Maternity Towel for consumers who go through Madeformums.com and Medicalnewstoday.com

Consumer Electronics

Sony vs JBL, Sonos, and UE

Gap identified: Sony is losing to Ultimate Ears and JBL to young music enthusiasts who go through Whathifi.com and Wired.com

F&B

Ferrara vs Target

Gap identified: Funables (by Ferrara) is losing to indirect competitors like Target's popcorn, for consumers who search for “Best snack for kid team sports” and go through Signupgenius.com

Real Estate

Divvy Homes vs Rent to Own Labs (Part 2)

Gap identified: Divvy Homes is losing to Rent To Own Labs for consumers who go through Ask Rinde’s YouTube Channel and Thebalance.com

Real Estate

Divvy Homes vs Rent to Own Labs

Gap identified: Divvy Homes is losing to Rent to Own Labs and Roofstock for consumers who go through Millionacres.com

Mattresses & Furniture

Ashley Furniture vs IKEA

Gap identified: Ashley Furniture is losing to Ikea for consumers who go through Trendecors.com and Pinterest.com

Mortgages & Loans

New American Funding vs Better Mortgages

Gap identified: New American Funding is losing to Better for consumers who go through the r/PersonalFinance subreddit and Amortization-calc.com

F&B

Doordash vs Grubhub

Gap identified: Doordash is losing to Grubhub, Papa Johns and Pizza Hot for consumers who go through Yelp

Consumer Electronics

Sony vs LG

Gap identified: Sony is losing to LG and Samsung to Gamers who go through Cnet.com and r/XboxSeriesS

Consumer Electronics

Sony vs SONOS

Gap identified: Sony is losing to Klipsch and SONOS for Movies enthusiasts who go through Worldwidestereo.com and TopTechNow Youtube Channel

Travel & Leisure

Disney vs Norwegian

Gap identified: Disney is losing consumers to Norwegian and Princess cruises for consumers interacting with Jetsetter.com

Cryptocurrency

Exodus vs TradeStation

Gap identified: Exodus is losing to Trade Station and Coinbase for gamers who go through Stockbrokers.com

Cryptocurrency

Hodlnaut vs Nexo & BlockFi

Gap identified: Hodlnaut is losing to BlockFi and Nexofor consumers who go through 99Bitcoins’s Youtube Channel

Baby Care

Miku vs Owlet

Gap identified: Miku is losing to Owlet for consumers who go through Momlovesbest.com and Safewise.com

Health & Wellness

Well vs Evidation

Gap identified: Well is losing to Sweatcoin and Evidation for consumers who go through Thecollegeinvestors.com and Sidehustlenation.com

Mortgages & Loans

New American vs Amerisave

Gap identified: New American Funding is losing to Amerisave for consumers who go through Laura Pitko’s YouTube channel

Health & Wellness

Ergobaby vs Baby K'tan & Lillebaby

Gap identified: Ergobaby is losing to Baby K’tan and Lillebaby for consumers who search for “Must haves for newborns” and “Best baby products” and go through Tinybeans.com & Mommyhood101.com

eLearning

Sketchy vs UWorld

Gap identified: Sketchy is losing to Picmonic and UWorld for consumers who go through Quora.com

Pet care

Hill's Pet vs The Honest Kitchen & Nom Nom

Gap identified: Hill’s Pet Nutrition is losing to The Honest Kitchen and Nom Nom for health-conscious pet owners

Health & Wellness

Well vs Noom

Gap identified: Well is losing to Noom for consumers who are interested in losing weight and fat and go through the Roberta’s Gym’ and Jeremy Ethier’s YouTube Channels.

Health & Wellness

Ergobaby vs Solly Baby

Gap identified: Ergobaby is losing to Solly Baby for parents who are interested in doing outdoor activities with their baby and go through Gearjunkie.com and Babycantravel.com

eLearning

Sketchy vs Picmonic

Gap identified: Sketchy is losing to Picmonic for consumers who search for “Best study resources for incoming med students” and go through Studentdoctor.net.

F&B

WoodSpoon vs UberEats

Gap identified: WoodSpoon is losing to Uber Eats for consumers who go through Foodboss.com

Consumer Electronics

Sony vs SONOS & Amazon Alexa

Gap identified: Sony is losing to SONOS and Amazon Alexa to Consumers who go through Lifewire.com, Digitaltrends.com, and Nytimes.com

Cryptocurrency

Exodus vs TradeStation & Coinbase

Gap identified: Exodus is losing to TradeStation & Coinbase for gamers who go through Stockbrokers.com

Insurance

Breeze vs Mutual of Omaha

Gap identified: employees in physical demanding roles who are discovering their adaptability to disability insurance coverage, drop out of Breeze’s website to find providers with better “waiting period” offerings.

Financial Services

Believe Money vs Santander

Gap identified: Believe Money is losing potential consumers to Santander for Urban couples with a high purchase intent for small cars who are later searching for financing options

Other

Printique vs Shutterfly

Gap identified: Printique is losing to Shutterfly, Artifact Uprising, and Mixbook for engaged women that are looking for print services before their wedding

Insurance

Hippo vs Allstate

Gap identified: Hippo is losing to Lemonade, Progressive and Allstate for new homeowners interacting with articles on Clearsurance.com

Mattresses & Furniture

Crate&Barrell vs IKEA

Gap identified: Crate&Barrel is losing to IKEA and Ashley Homestore for young couples looking to renovate their new or existing homes

Insurance

Zego vs By Miles

Gap identified: Zego is losing to By Miles for a subgroup of UK gig-economy workers (food delivery, car journeys, etc)

CPG

Puma vs Lululemon

Gap identified: Puma is losing to Lululemon, Adidas, and Under Armour for young women who want to start working out

Consumer Electronics

T-Mobile vs Amazon

Gap identified: T-Mobile is losing to Amazon for bicycle riders that are looking to purchase Apple's Airtag

Health & Wellness

Vezeeta vs Zocdoc

Gap identified: Vezeeta is losing to Zocdoc on professionals seeking treatment that's covered by their insurance

Health & Wellness

Mira Care vs Ava

Gap identified: Mira Care is losing to Ava for females seeking fertility treatment when they interact with Momjunction.com

Health & Wellness

K Health vs Amwell

Gap identified: K Health is losing to Amwell for college students who are searching for telemedicine services to treat their ADHD.

Health & Wellness

Moxie vs Peloton

Gap identified: Moxie is losing to Peloton for millennial pregnant moms who are searching for pregnancy workouts and go through Momtastic.com and Shape.com

CPG

e.l.f vs Dr. Jart+

Gap identified: e.l.f. is losing to The Ordinary and Dr.Jart for consumers who search for skincare kits and go through Hyram’s YouTube channel

Insurance

Fabric vs AIG

Gap identified: Fabric is losing to AIG for consumers who are interested in trading and investing and go through Robinhood.com

Consumer Electronics

Ultimate Ears vs Apple

Gap identified: Ultimate Ears Pro is losing to Apple's Air Pods and Samsung Electronics's earbuds for young corporate employees when they receive a company gift card

CPG

Allbirds vs Cariuma

Gap identified: Allbirds is losing to Cariuma, Rothys and Nike for consumers who go through Menshealth.com

Health & Wellness

Olaplex vs Moroccan Oil

Gap identified: Olaplex is losing to Moroccan Oil for women with curly hair who are looking for porosity hair products

F&B

Campbell's vs Progresso

Gap identified: Campbell’s Canned Soup is losing to Progresso Canned Soup for single adults who are looking for leaner canned soups via Amazon

Health & Wellness

Colgate vs Oral-B

Gap identified: Colgate is losing to Oral B and Dental Expert for young professionals who go through verywellhealth.com before purchasing a new toothbrush

F&B

Absolut vs Smirnoff

Gap identified: Absolut is losing to Smirnoff for health and weight conscious consumers

Other

Twitch vs YouTube

Gap identified: Twitch.tv is losing to YouTube for consumers who are looking for chess related content

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