A few blogs ago I wrote about the Strategyzer Value Proposition Canvas. A very useful model, as is the Business Model Generation Canvas. The only element that seems to be missing is the competitive one.
What are marketing metrics? A very good question. There are some very complex answers out there. Trust me; I have studied more than a few!
There will always be competition. Monopolies rarely exist. Where there is competition, you need to know and understand it. Often the best person to ask is your customer. They may know your competitor better than you would wish them to. They may even tell you all about them too, if you ask.