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Market Analysis

Competitive Analysis

After my overview of
, I continued with the Competitive Analysis. The competitive analysis is the process of identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to your own business, product, or service.

I found many ‘link-in-bio’ solutions, in particular on a specific vertical: music. I also tried to list indirect competitors like website builders and social gaming platforms.

Direct Competition

A good idea, with traction and low barriers to entry on the market, creates a huge list of competitors (and copycats) for Linktree. I easily found 23 different ‘link-in-bio’ services, plus 10 more focusing on the music vertical. I don’t know if there are enough customers for as many tools but clearly there is a market. On the gaming side no direct competitors exist, which can be seen as a good opportunity for my project, or a warning sign of no enough differentiation with the “global” tools like Linktree. I will have to think about that later in my product strategy and when I will define the potential features.

But first I used a framework to analyze and compare the ‘link-in-bio’ tools, looking at the company profiles, target customers, strategic messaging, main features, pricing options. It’s possible to spend days on this analysis, for now I notably put aside the customer acquisition analysis and the UX / UI study of their products.

Link-in-bio Competitor
0
Company Name
Location
Website
Founded
Funding
Target Customers
Vertical
# of Customers
Tagline / Strategic Messaging
Best features
Free Plan
Pricing
1
Linktree
Melbourne, Australia
2016
$55.7M
influencers and e-commerce stores
Global
12 million people
The Only Link You’ll Ever Need
Connect audiences to all of your content with just one link
Easily managed: Creating a Linktree takes seconds. Use our simple drag-and-drop editor to effortlessly manage your content.
Safe, trusted, private: Privacy is non-negotiable. Linktree doesn’t track any personal data on your visitors, so your Linktree remains your place on the internet.
Links & Buttons, Commerce Suite, Analytics, Customization
Pro: $6 monthly
2
Beacons
San Francisco, USA
2019
$150K
creators (influencers)
Global
90,000 (February 2021)
A website that can keep up with your content.
(homepage)
The best mobile website for creators.
(other page)
A page to match your content: Customize your way. Add your content from YouTube, Spotify, and more.
Build your business: Let your fans support you. Accept support from your followers right on your page. Start selling in 5 minutes. Sell ebooks, videos, and personalized shoutouts from your page just by linking a bank account or debit card.
A beautiful page in one minute: Magic setup with AI. Answer a few easy questions, and our AI will design a personalized website just for you. Fully customizable. Customize from thousands of fonts, millions of colors, and unlimited layouts.
Entrepreneur: $10 monthly
3
Linkin.bio (Later)
Vancouver, Canada
2014
$1.3M
influencers and e-commerce stores
Global
2 million registered users for Later
The easy (and free) way to drive traffic from Instagram
Make the most of your profile’s most valuable real estate.
Drive traffic
Track sales
Optimize your Instagram bio
Embed anywhere
Premium option but for their Later service which Linkin.bio is part of
4
Lnk.Bio
Singapore
2017
?
influencers
Global
?
Multiple Links for your Link in Bio
The new way to improve your Instagram experience
Multiple Links
Easy to use
Analytics
Customization
Mini: $0.99 monthly Mini: $9.99 one time Unique: 24.99 one time
5
Shorby
?
2019
?
sellers, local businesses, and influencers
Global
?
Smart Social Media Bio Link
Multiple Links
Embed content & video
Stunning page in minutes
Communication with customers
Analytics
?
6
Omnilink (Iconosquare)
Limoges, France
2020
?
influencers
Global
10 million registered users for Iconosquare
One link, endless traffic / content / visibility
3 type of tiles: Text & Links, Instagram and Youtube
100% customizable landing pages
In-depth analytics
Multiple profile management — you can manage up to 10 Omnilink pages (each page has its shortlink) on one Omnilink account.
Completely free (it’s a free service from an analytics, management & scheduling platform for social media)
7
Tap Bio
San Francisco, USA
2016
?
creators, influencers, entrepreneurs
Global
?
Upgrade your Instagram bio.
Different templates (cards) for the page with design customization
Social network integration (list of latest posts, videos, tweets...)
Call to actions (email or call)
Analytics
Silver: $5 monthly & $36 yearly Gold: $12 monthly & $96 yearly
8
Campsite
Great Lakes, Midwestern USA
2017
?
brands, influencers
Global
?
Your social bio link outfitter
You only get one link on your social profiles.
Make it count with Campsite and turn a single link into unlimited.
Multiple Links
Design customization
Collect emails from your social media followers
Analytics, custom domain
Pro: $7 monthly & $70 yearly
9
Flowpage (dtx company)
New York, USA
2019
?
influencers, musicians, gamers, brands, athletes...
Global
200,000+
Flowpage is the #1 organizer for your digital identity
Use it to hold all of your links, social accounts, contact information, and more
Holds all social, videos, and favorite links
Customizable with unique design
Create in under 60 seconds
Tracks exactly what your audience is engaging with
Premium option but for their Flowcode service which Flowpage is part of
10
Sked Link (Sked Social)
Melbourne, Australia
2018
?
brands, small business and enterprises
Global
10,000+
The Instagram bio link to rule them all
Don’t waste your Instagram bio link with just one destination.
Sked Link helps you make the most of your Instagram account.
Design customization
Add buttons for common destinations
Get a shoppable bio link
Fastest on the market
Analytics
Premium options but for their Sked Social service which Sked Link is part of
11
Milkshake (Envato)
Melbourne, Australia
2019
?
creators, game changers, trendsetters, go-getters, quiet achievers, thought leaders, you
Global
?
Make a free Milkshake website on your phone in minutes.
Cards for different content
Design customization
Multiple “website” with one accounts
Analytics
No paid versions.
12
Snipfeed
Los Angeles, USA
2019
$900K
creators and businesses
Global
?
Turning creators into entrepreneurs. One Link To Build Your business.
Snipfeed helps creators monetize and build their storefronts on top of their social media in seconds.
With Snipfeed, your fans never have to leave Instagram, TikTok etc. to access everything you have to offer!
Start Earning in One click: livestream 1&1, Q&A, Bundles, Donation
Design customization
Not only a biolink, it is your website
Commissions on services?
13
url.bio
?
2020
?
tiktokers
Global
?
One URL. Unlimited Links. For free.
Drive traffic from your TikTok and earn more sales with url.bio. The possibilities are endless.
One URL, multiple links.
Highly Customizable
Analytics
Only free at the moment?
14
StreamerLinks
?
2019
?
streamers
Global
16,242+ users
Your Brand, Your Link.
One URL means you can get traction to ALL of your online presence with StreamerLinks. Completely Free.
Add ALL of Your Links: Channel Link, Socials, Sponsors, Email Contact. Everything!
Design Customization
Open to donations.
15
OhMyBio
France
2019
?
influencers
Global
?
Add multiple links in your Instagram bio
Share more content to your community with a single bio page and convert your Instagram subscribers into customers, viewers, fans, ...
One URL, multiple links.
Share your latest videos
Share your musical works and favorite tracks
Schedule the publication of your links
Highly Customizable
One account, multiple projects
Analytics
5€ ($6.02) monthly & 50€ ($60.24) yearly
16
many.link
San Francisco, USA
2019
?
influencers
Global
?
As many.links on your Instagram profile as you want
many.link puts all the links you want to share on one simple, pretty page — so you only have to share that.
Your followers will never miss one again
Pick from multiple themes and customize if you want
See how many people visited your page and clicked your links
Dynamic links make sure your links are always up-to-date. (soon!)
No paid versions.
17
Instant links (Masha.ai)
Zug, Switzerland
2019
$982.50
business, startup, musician, blogger, restaurant, dentist
Global
5 000+ partners for Masha.ai
Augment Your Bio Link & Get More Engagement
Clean & professional layout
Unlimited Links + Updates
Connect your domain
Analytics
€ 9.99/year ($12.04)
18
Solo.to
Nevada, USA
2020
?
Musicians, Podcasters, Streamers...
Global
?
One bio link for everything
Share and cross promote your links, music, videos, social media, and more on one page.
Add links to websites and social media, embed music and videos from your favorite platforms, or include email and phone contact buttons.
Design customization
Analytics
Personal: $12 yearly Entrepreneur: $6 monthly & $60 yearly Professional: $15 monthly & $120 yearly
19
linqs
Mulhouse, France
2018
?
influencers
Global
?
One link, endless possibilities.
Turn your bio or signature link into a branded page that drives views, traffic and leads.
linqs lets you share all your links on one single customizable page
Customize to Match Your Brand
Link Scheduling
Custom HTML block
Media Auto-embed
$1.99 monthly & $27 yearly
20
bio.fm
?
?
?
influencers (notably fitness)
Global
Thousands of people
Share more with your link in bio.
bio.fm is a beautiful way to share your YouTube, Instagram, Twitter, and more content with just one bio link. Your bio is free. Get started today!
It's like building a micro-website in a few minutes
Your bio works with blocks. Choose from loads of different options and then add your content! Finally, adjust your profile by dragging your blocks up and down.
Design Customization
No information on their public website but mention of billing in their Terms & Conditions
21
HeyLink.me (Persollo)
Sidney, Australia
2020
$164K
businesses and influencers
Global
140,000+ active customers
LET'S CREATE!
Just one link for everything
Place all your necessary links in one location.
Easily create & manage all your links in one place: personal website, store, recent video or social post.
Integrate with ecommerce or lead generation solutions, add donation form or analysis of your social profile.
Design customization
Analytics
$5.90 monthly & $58.8 yearly
22
Linkkle
UK
2017
?
from bloggers to major companies
Global
?
Make Your Social Bio Link Count
You can add only one url to your social profiles so what link do you add? Do you add Twitter, Facebook, Instagram, your blog, your online store? We have the solution to your problem; with Linkkle you just need one link.
Multiple Links
Design customization
Analytics
$5 or $10 without time period!
23
Swipop
Sacramento, USA
2019
?
creators (influencers)
Global
?
SMART LINK FOR CREATORS
Share all your platforms and codes with one single #linkinbio and sell the access to premium content to your audience!
Add your links: Add your social media and your premium paid content links!
Set a price: Set the access price for your premium content.
Commissions on services?
24
amplify.link
Bristol, UK
2018
?
artists, labels, distributors
Music
?
Amp up your music marketing
Promote your music across all major streaming services with a single smart link
One link to unite all services: Simply paste one link to your music on any major streaming service into Amplify.link and we’ll find the same release across all other services, instantly.
Customizable link pages
Analytics
Lightning fast
No paid versions.
25
Linkfire
Copenhagen, Denmark
2014
$2.7M
artists, labels, distributors
Music
Proudly routed 3,399,858,715 fans to a better music experience (link viewers)
Smart links for music marketing
Easily promote new releases, tickets, and merchandise.
Get superior insights with plays, downloads, and sales reporting.
Build smart links in seconds: Create beautiful promotional landing pages and smart links automatically.
Design Customization
Analytics
Starter: $10 monthly & $108 yearly Pro: $25 monthly & $270 yearly
26
Songwhip
UK
2017
?
artists, labels, distributors
Music
?
Free music links to all platforms
In one click Songwhip finds your music everywhere & makes a page you can share with everyone
Link to all music platforms
Design customization
Content: bio, social networks, custom links
Customize metadata (for SEO & social sharing)
Collect fan emails (Mailchimp Embed)
Analytics
Indie: $6 monthly & $57 yearly Business: $12 monthly & $115 yearly
27
feature.fm
New York, USA
2013
?
artists, labels, distributors
Music
?
Grow your audience every day
All-in-one music marketing solution to get more fans, boost streams, and grow your sales
Pre-save, pre-add or pre-order
Smart links to all major services
Action pages & contesting
Fan CRM database
Analytics
Lot of different plans from $17 to $179 monthly
28
listento (CJS CLOUDWARE)
USA ?
2020
?
artists, labels, distributors
Music
?
Every Platform. One Smart Link.
Promote your music, podcasts and shows the smart way.
Create shareable, smart links to every music streaming, podcast & booking platform.
Instantly create sharable music landing pages for your listeners. One link, all your platforms.
Embed Youtube video
Custom URL
Analytics
No paid versions mentioned in the public website but Stripe payment service is listed in the terms of use.
29
Musicjet (GigRev)
London, UK
2019
$2.7M
artists, labels, distributors
Music
?
Create Smart Links for Music Marketing
Create Smart Links to promote all of your music, tickets, merchandise and socials with unique smart pages and links and get detailed insights into your fan behaviour.
Create Beautiful Smart Landing Pages
Fully Customizable Smart Pages
Embed Youtube video
Manage Multiple Artists
Analytics
Premium: $9.99 monthly & $99.99 yearly Enterprise: $45 monthly & $450 yearly
30
Soundiiz Smartlinks
Nantes, France
2020
artists, labels, distributors
Music
?
Free Smartlinks for music curators
Easily create and share beautiful Smart Links to promote playlists and new releases, increasing your audience !
Add Links to popular music platforms
Use Sync to keep your playlists updated
Use the Embeddable Widget on websites and blogs
Premium: 4.5€ ($5.43) monthly & 36€ ($29.85) yearly
31
Soundplate
London, UK
2019
?
artists, labels, distributors
Music
?
CREATE PERFECT MUSIC SMART LINKS
Take your music marketing campaigns to the next level.
Soundplate Clicks music smart links and pages make it easy to promote music to all of your fans, no matter where they choose to listen.
Direct your fans to the right music platform
Beautiful, responsive web page
Analytics
Different plans starting at $20 monthly
32
Toneden
Los Angeles, USA
2015
$1M
Event organizers
Music
?
Smarter Links for Events
Our FanLinks make it easy to craft awesome landing pages for your events and tours.
Customizable Landing Pages
Custom Domains and Vanity URLs
Facebook, Twitter, and Google Pixel tracking
Affiliate Revenue Tracking
Embeddable anywhere
Spotify Pre-Save and Apple Pre-Add Built-in
Different plans with the smartlink tool and other services
33
TVM Bio Smart Links
Florida, USA
2015
?
artists, labels, distributors
Music
?
Smart Links For Music Marketing
Popular music platforms links
SEO & Social media optimization
Analytics
No paid versions for now, but teasing of paid services.
There are no rows in this table

Some learning from the link-in-bio competitor data:

That’s a huge list of really similar solutions!
Some are startups, others are solo entrepreneur projects, or side / student projects. Clearly a good idea for a “small” project.
Traction is here with millions of users for the leaders!
One service is targeting streamers, but not specifically the gaming ones. I didn’t find any ‘link-in-bio’ tool directly targeting the gaming and esports vertical.
Lot of tools are targeting music. It’s easy to understand why there are many music streaming services. Artists need an easy way to promote a track or album on all of them.
Most of the services are presented as smart link tools, in particular the ones targeting Instagram users where the ‘link-in-bio’ problem is clearly identified by influencers.
But Milkshake and Beacons focus their pitch on websites (mobile/micro websites), and Flowpage mentioned “organizer for your digital identity”. I like this product messaging. I think the value will be more comprehensible by my audience in the gaming industry with this kind of pitch.

To continue on this last thought, I explored website CMS / Builder “easy to use” solutions (so not Wordpress...). In this category some gaming solutions exist. Services are really different from each other, I used a simple framework to compare them.
Website CMS / Builder
0
Carrd
Location
Tennessee, USA
Website
https://carrd.co/
Founded
2020
Tagline / Strategic Messaging
Simple, free, fully responsive one-page sites for pretty much anything.
Vertical
Global
Webflow
Location
San Francisco, USA
Website
https://webflow.com/
Founded
2013
Tagline / Strategic Messaging
The modern way to build for the web Webflow empowers designers to build professional, custom websites in a completely visual canvas with no code.
Vertical
Global
Weebly
Location
San Francisco, USA
Website
https://www.weebly.com/
Founded
2007
Tagline / Strategic Messaging
Turn your idea into a website or online store. Create a high-quality website or online store with tools that help it come to life.
Vertical
Global
Squarespace
Location
New York, USA
Website
https://www.squarespace.com/
Founded
2003
Tagline / Strategic Messaging
Everything you need to grow online. Simple tools for your big ideas. Start your free website trial today, no credit card required.
Vertical
Global
Dorik
Location
Sylhet, Bangladesh
Website
https://dorik.com/
Founded
2019
Tagline / Strategic Messaging
Build Beautiful Websites Without Code! Flexible & easy-to-use nocode website builder with 130+ UI Components and beautiful templates. Save time and money on building your next website.
Vertical
Global
Typedream
Location
San Francisco, USA
Website
https://typedream.com/
Founded
2021
Tagline / Strategic Messaging
Type & Publish Your Dream Site Typedream helps you create & publish a beautiful website with a simple interface.
Vertical
Global
Unbounce
Website
https://unbounce.com/
Tagline / Strategic Messaging
The #1 Landing Page Platform for 15,000+ Brands Convert More Sales Create custom landing pages with Unbounce—no coding required.
Vertical
Global
Universe
Location
New York, USA
Website
https://onuniverse.com/
Founded
2014
Tagline / Strategic Messaging
A magical new way to build websites. Universe is an incredible new app that makes it easy for anyone to make a great looking website and start selling online in minutes from your iPhone, iPad, and Mac
Vertical
Global
RoxorGamer
Location
France
Website
https://roxorgamer.com/
Founded
2013
Tagline / Strategic Messaging
Crée ton profil Esport en 5 minutes RoxorGamer permet aux joueurs et équipes de créer et personnaliser leur profil en ligne, de manière simple et rapide. Gagne en visibilité et partage tes activités en rejoignant la communauté. Inscription totalement gratuite en 5 minutes.
Vertical
Gaming
iClan Websites
Location
?
Website
http://www.esportwebs.com/
Founded
2011
Tagline / Strategic Messaging
Create Your Epic Esports Website Utilize the most powerful web hosting platform for esport teams and join over 100,000 clans, guilds and esport teams. Create your esport team website in minutes, for free!
Vertical
Gaming
Esportsify
Location
Bath, UK & Los Angeles, USA
Website
http://esportsify.com/
Founded
2013
Tagline / Strategic Messaging
Create your professional esports website for free - in seconds! Providing you with the tools to turn your team into a successful esports business 54,443 teams & professionals are already enjoying the features of Esportsify, join them now
Vertical
Gaming
Gamer Launch
Location
Atlanta, USA
Website
https://www.gamerlaunch.com/
Founded
2009
Tagline / Strategic Messaging
Improve your guild, clan or team with a free website. Organize and communicate
Vertical
Gaming
Shivtr
Location
?
Website
https://shivtr.com/
Founded
2009
Tagline / Strategic Messaging
Hosting with super powers Crafted by gamers for guilds, clans and gaming communities.
Vertical
Gaming
Guildtag
Location
?
Website
https://guildtag.com/
Founded
2020
Tagline / Strategic Messaging
Free websites for your guild, clan, & gaming community without ads
Vertical
Gaming
Streamlabs Creator Sites
Location
San Francisco, USA
Website
https://streamlabs.com/creator-sites/
Founded
2014
Tagline / Strategic Messaging
Your page, your brand Customize the page your fans interact with most
Vertical
Global

Some learning from the Website CMS / Builder competitor data:

There are many website builder & CMS solutions on the market. I only added a few of them.
The learning curve can be important to create your own website. Sometimes technical skills are even required.
The gaming solutions are really outdated. They have a lot of functionalities, but not mobile friendly, or a good look for a 2021 website.
Most of them are almost inactive, Twitter accounts without a tweet for a few years...
I used to compete on this market of Website builder for teams. I know how difficult it was to find a business model. Amateur teams have a short lifetime, few months. They are created by young people, without money to invest in their website. Plus with the predominance of social networks,
I don’t see the value of these options for a team in 2021: too complex to create, promote and maintain.

There are other indirect competitors in the gaming vertical: the social / stats websites, the gaming platforms:
Players and teams profiles for CSGO, with a focus on the game settings
the stats websites where players have a profile (there are many websites like that for several esports games)
/
: the gaming platforms where players and teams also have a profile that can be used as their landing page / bio
: as I already explained in my
, Twitch is notably used as a micro website / landing page by streamers

Lots of data to ingest. For now I stop the Competitive Analysis here. I will go back to it when I will dive in more details on some specific subjects (pricing of my solution, UX of the dashboard, and so on).

You can now go back to the main page of this step:
to read my conclusions.
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