Score each dimension from 1 to 5, peer-relative over the next two to three years. 3 is market parity: no advantage, no disadvantage. 1 is structurally disadvantaged; 5 is a structural advantage that's hard to replicate. Score your own business honestly in the You column, and your main competitors alongside.
New to this? What the scoring scale and the moat terms mean
You're scoring your business and your rivals across the domains of competitive strength, judged against your peers. Every dimension is scored 1 to 5, where 3 is market parity. Plain English below.
- Score your own business honestly in the You column, then each competitor alongside.
- Rate every dimension 1 to 5, peer-relative over the next two to three years. 3 is market parity: no advantage, no disadvantage.
- Read where you trail, where you lead, and whether your position is coherent, genuinely different, both or neither.
- The 1 to 5 scale
- All scores are relative to your peers. 1 = structurally disadvantaged. 3 = market parity, no edge either way. 5 = a structural advantage that's hard to replicate.
- Structural moat
- A durable reason you keep winning that rivals can't quickly copy, rather than a lead that evaporates the moment someone tries harder.
- Network effects
- Where your offer gets more valuable as more customers use it, so scale itself becomes a barrier others struggle to overcome.
- Switching costs
- How costly, risky or disruptive it is for a customer to leave you for a rival. High switching costs keep customers even when a competitor looks cheaper.
Example inputs are loaded. Replace them with your own figures to explore your scenario.
Comparison based on your ratings
Market parity
Your average across 20 dimensions, against a competitor average of 3.2.
This result uses the figures and judgements entered above. Check the assumptions before acting, particularly where an input is uncertain or several effects overlap.
Coherence
71
how consistent your strengths are across domains
Differentiation
32
how far your profile sits from your rivals'
Your position
Coherent, but blends in
Domain by domain: you versus the competitor average
Your biggest gap
Financial Strength
Where you have an edge (4+)
Where you're exposed (2 or below)
A Commercial Assessment builds this from evidence, not judgement; the APG Platform turns each gap and each piece of whitespace into an owned, valued initiative.
A structured self-assessment, only as good as your honesty about the field. Scores are your own judgement, peer-relative, not verified market data. Coherence measures consistency across your domains; differentiation measures distance from the average competitor you entered, so it moves as you add or change rivals. Directional, not a valuation. Not financial advice.
Parity everywhere is its own finding: it means you compete on price.
A competitor assessment is only useful when each gap carries an economic consequence and each piece of whitespace becomes an owned initiative. That is where a Commercial Assessment starts.
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