How to read your competitors: competitive analysis tools for small businesses

Competition is especially intense in the floristry business: you can buy a bouquet from a local shop, a marketplace, a kiosk, from a florist student on Instagram, or from a major retailer. To retain customers, it's not enough to simply create beautiful arrangements—you need to understand what your competitors are doing and how you can differentiate yourself.

Competitive analysis isn't about "spying," but rather about tools that help you make decisions: about pricing, product selection, advertising, and promotion.

Why does a small business need competitor analysis?

• Identify the strengths and weaknesses of other players.
• Understand how your boutique or studio stands out in the market.
• Find open niches and unique formats.
• Adjust your own prices and product range.
• Learn from mistakes and save money.

What exactly should be analyzed?

 

1. Product range and items. What bouquets, arrangements, and plants do competitors offer? Are there any exclusive options?
2. Prices and receipts. Comparison of basic bouquets (roses, tulips) and designer arrangements.
3. Sales channels. Online store, Instagram, marketplaces, brick-and-mortar locations.
4. Service. Delivery, speed, packaging, consultation.
5. Marketing. Advertising, promotions, social media activity, review management.
6. Audience. Who do they target: premium, mass market, or corporate clients?

Competitive analysis tools

 

• Social media. Analysis of Instagram and TikTok competitors: how many followers, what posts are popular, what visual style.
• Search engines. Google and Yandex: what queries competitors use to promote themselves, what kind of websites they have.
• Analytics services:
• SimilarWeb, Semrush, Serpstat — website traffic and keywords.
• Publer, LiveDune — social media activity and engagement.
• Marketplaces. What's sold on Ozon, WB, and Yandex Market—price trends and popular items.
• Mystery shopper. Ordering a bouquet from a competitor: check the packaging, delivery times, and service.
• Reviews. Yandex.Maps, 2GIS, Google, and Otzovik—customers themselves share what works and what doesn't.

Practical scheme

1. Make a list of 5-10 competitors in your city.
2. Break it down into categories: prices, product range, service, delivery, advertising.
3. Note their strengths and weaknesses.
4. Find what others don't offer (for example: subscriptions, interior bouquets, 24-hour delivery).
5. Turn this into your advantage.

Mistakes in competitive analysis

• Copying competitors instead of being different.
• Looking only at prices (quality and service are also important).
• Ignoring the online space. Many florists underestimate marketplaces and social media.
• Conducting an analysis once a year—the market changes much faster.

Conclusion

Competitive analysis for small businesses isn't a waste of time; it's a key to survival and growth. By understanding what others are doing, you better understand your market and build resilience. The key is not just "reading" your competitors, but using this knowledge to differentiate yourself.

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