Before building, a PM needs to understand who else is solving this problem and how well. A structured competitive analysis maps direct competitors (solving the same problem the same way), indirect competitors (solving the same problem differently, including a manual workaround like a spreadsheet), and substitutes (what a user does if no product existed at all). You will learn to estimate a realistic total addressable market (TAM), the maximum potential customer base for a product, and why an overly optimistic TAM is one of the most common mistakes in early product planning. In a market like Nigeria's, where mobile money, remittances, and SME tooling have each attracted dozens of competing startups, this module also covers how to spot a genuine, underserved gap rather than entering an already saturated space with no clear differentiation.