How to check out your local competitors

Get out of the office and into the wild

Reading about your competitors online is one thing, but seeing them in action is another. This task is all about becoming a customer for a day to understand what you're really up against. Think of it as market research in its purest form – it's practical, insightful, and can even be a bit of fun. By walking in a customer's shoes, you'll spot the opportunities and weaknesses that you'd never see from behind a computer screen.

Your undercover mission plan

To get the most out of your visit, you need a simple plan. Don't just wander in aimlessly; go in with a clear idea of what you're looking for. Follow these steps to become a mystery shopper for your own business.

1. Identify your key targets: Choose two or three businesses that a customer would realistically choose instead of yours. Don't worry about the big national chains just yet; focus on the local players who are chasing the same customers as you.
2. Time your visit: Try to visit during a peak period to see how they handle pressure and what the atmosphere is like when it's busy. If you can, pop back during a quiet time to get a different perspective and maybe have more of a chance to chat with the staff.
3. Be a genuine customer: The only way to truly understand the experience is to live it. Buy a product or service. Ask questions. Pay attention to every step of the process, from the moment you walk in to the moment you leave.
4. Use your senses: While you're there, have a mental checklist of things to observe.

The observation checklist

• The Atmosphere: What does it feel like? Is it buzzing or relaxed? Modern or traditional? Welcoming or intimidating? Look at the decor, the lighting, the music, and the type of customers they attract.
• The Product or Service: What is the quality like? How is it presented? What is the range of options available? Is there anything on the menu or shelf that surprises you?
• The Price: How do their prices compare to what you have in mind? Are they displaying them clearly? Do they have any special offers, deals, or loyalty schemes?
• The Customer Service: How were you treated? Were the staff friendly, knowledgeable, and efficient, or did they seem stressed and uninterested? This is often where small businesses can really shine.
• The 'Special Sauce': What makes them popular? Is it their amazing coffee, their super-fast service, a unique product, or just a really convenient location? Try to pinpoint the one or two things they do better than anyone else.

Back at base: Making sense of it all

As soon as you leave, find a quiet spot to jot down everything you can remember while it's still fresh in your mind. Don't trust your memory! When you get back to your desk, you can organise your thoughts. A simple table can be a great way to compare competitors at a glance.

Competitor Name	What they do well	Where they could improve	Key takeaway for me
e.g., The Corner Cafe	Great community feel, staff know regulars by name.	Coffee was average, decor felt a bit dated.	I can compete on quality and a modern look.

Remember the goal: You're not here to steal their ideas. You're here to understand the market, find gaps, and figure out how your business can offer something different and better. Your unique perspective is your greatest strength.

This simple, practical task will give you a huge amount of confidence and clarity. It will help you refine your own offering, set your pricing, and define what will make your business special from day one.