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Dictionary by pitch.dog
Needs, jobs & value propositions · Core

Existing alternative

Also called: current solution

ELI5

What customers do today instead.

Used in conversation

“Include internal tools among the existing alternatives.”

Definition

A current product, service, process or non-action customers use instead of the proposed offer.

Here “Existing alternative” means: A current product, service, process or non-action customers use instead of the proposed offer.

Pitch context

You will see “Existing alternative” in strategy decks, market analyses, business plans and planning workshops when the discussion reaches needs, jobs & value propositions.

Why it matters: It helps a reader interpret needs, jobs & value propositions without confusing the measure, decision, role or evidence being discussed.

When the words have to travel

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Sources & evidence · 5

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.