You do not need to invent your business from nothing.
In most markets, other people are already:
- attracting the audience you want;
- describing the problem;
- selling related services;
- charging real prices;
- answering objections;
- and turning attention into customers.
Studying them does not mean copying their words, branding, course, or intellectual property.
It means using visible market evidence to understand:
- what customers respond to;
- which problems appear valuable;
- how people discover the service;
- what happens before the sale;
- what is included in the offer;
- and how the business may make money over time.
This process is called reverse engineering.
What Does “Reverse Engineer” Mean?
Normally, you begin with individual parts and build a finished system.
When you reverse-engineer something, you begin with the finished system and work backward to understand how its parts probably fit together.
Imagine seeing a successful restaurant.
You can observe:
- where customers discover it;
- what type of food it promotes;
- how the menu is structured;
- which dishes are emphasized;
- what prices it charges;
- how reservations work;
- and what customers say afterward.
You cannot see every detail of its internal operations.
But you can study the visible parts and form testable explanations of how the business works.
You can do the same with an online service.
Suppose someone sells pronunciation coaching to Portuguese professionals.
You may observe:
- A short video attracts attention.
- The video invites viewers to download a guide.
- The guide collects an email address.
- Several emails explain the problem.
- One email invites the reader to book an assessment.
- The assessment leads to a coaching offer.
- The coaching customer later joins a monthly practice group.
That sequence is a funnel.
What Is a Funnel?
A funnel is the series of steps through which someone moves from first discovering a business to becoming a customer—and sometimes to buying again.
It is called a funnel because many people may enter at the top, while fewer move through each later step.
For example:
- 100,000 people see a video.
- 5,000 visit the profile.
- 1,000 download a guide.
- 100 book an assessment.
- 20 buy a program.
- 5 later purchase private coaching.
The number becomes smaller at each step.
A funnel is not a trick used to manipulate people.
At its best, it is simply a structured path that helps the right person:
- Notice a relevant problem.
- Understand the problem better.
- Learn that a possible solution exists.
- Develop enough trust to investigate.
- Decide whether the offer is suitable.
- Buy.
- Receive the result.
- Continue if more help is valuable.
Without a clear funnel, someone may enjoy your content but have no idea what to do next.
A Simple Funnel
A basic service funnel may look like this:
Attention
The person discovers:
- a video;
- a post;
- an advertisement;
- a podcast appearance;
- a recommendation;
- or a search result.
Interest
They:
- visit the profile;
- read more;
- watch another video;
- join an email list;
- or download something useful.
Trust
They see:
- useful teaching;
- examples;
- customer results;
- a clear explanation;
- reviews;
- or evidence that the provider understands the problem.
Action
They:
- book a call;
- request an assessment;
- join a workshop;
- start a trial;
- or buy a smaller product.
Purchase
They buy the main offer.
Continuation
They may later:
- renew;
- subscribe;
- upgrade;
- purchase another service;
- or refer someone else.
Not every business uses all these steps.
Some sell directly from a video.
Others require months of trust-building.
Your task is to discover which path appears to be used in your market.
Why Study Similar Businesses?
Studying competitors can answer questions that are difficult to solve entirely through imagination.
For example:
- Are customers already paying for this problem?
- What language is repeatedly used?
- Which audience is being targeted?
- Is the offer sold directly or through a call?
- Are prices public?
- Is the business based on courses, coaching, memberships, or corporate sales?
- What customer results are emphasized?
- Which objections appear often?
- What happens after someone joins the email list?
- How frequently does the business publish?
- Which content produces visible engagement?
- Are there gaps that nobody appears to serve?
A competitor is evidence that at least one person believes the market exists.
A competitor with visible customers is stronger evidence.
A competitor operating for years, hiring staff, buying advertising, and collecting many reviews is stronger still.
Competition does not automatically mean you should enter.
But it often tells you where to begin looking.
Step 1: Define What “Similar” Means
Do not search only for businesses with exactly the same product.
Look for similarity across four dimensions.
Same audience, same problem
Example:
Pronunciation coaching for Portuguese software engineers seeking international work.
This is the closest match.
Same audience, different problem
Example:
Interview coaching, CV services, or career coaching for Portuguese software engineers.
These businesses can reveal how the audience is reached and what it will pay for.
Different audience, same problem
Example:
Pronunciation coaching for Spanish-speaking doctors.
These businesses can reveal how the problem is explained and packaged.
Same delivery model, different market
Example:
A premium one-to-one coaching program in fitness, public speaking, or executive communication.
These businesses can reveal how an expensive personal service is sold.
You should study all four categories.
A useful idea may come from combining:
- one competitor’s audience;
- another competitor’s offer structure;
- a third competitor’s distribution channel;
- and your own differentiator.
Step 2: Find 10–20 Businesses
Search using combinations of:
- audience;
- problem;
- result;
- product type;
- and platform.
For example:
- Portuguese English pronunciation coach
- accent coaching Portuguese professionals
- English interview coaching Portugal
- communication coaching software engineers
- executive pronunciation training
- English speaking course Brazilian professionals
- accent reduction coaching price
- corporate communication training international teams
Search on:
- Google;
- YouTube;
- TikTok;
- Instagram;
- LinkedIn;
- course marketplaces;
- podcast platforms;
- Facebook;
- Reddit;
- app stores;
- and professional directories.
Do not stop after finding the first famous person.
You need enough examples to identify patterns.
Create a spreadsheet with one row per business.
Suggested columns:
| Business | Audience | Main problem | Main result | Main channel | Entry offer | Main offer | Price | Continuity offer | Notes |
|---|
Step 3: Begin at the Top of Their Funnel
Pretend you are a potential customer who has never heard of the business.
Ask:
“How would I first discover this person?”
Look for:
- their highest-performing videos;
- advertisements;
- podcast appearances;
- search results;
- collaborations;
- guest articles;
- referral programs;
- free tools;
- and social posts.
Record the main hook.
A hook is the opening idea that makes the intended person stop and pay attention.
Examples:
“Why Portuguese speakers are misunderstood when saying these five English words.”
“Good English is not enough if interviewers cannot understand you.”
“Three pronunciation mistakes that can make you sound less confident in meetings.”
The hook usually contains some combination of:
- the audience;
- a recognizable problem;
- a surprising claim;
- a feared consequence;
- a desired result;
- or curiosity.
Questions to record
- Who is this content clearly for?
- What problem does it mention?
- What emotion does it create?
- What result is implied?
- Does it educate, entertain, shock, reassure, or challenge?
- What does the person ask viewers to do next?
- Which posts receive the strongest relevant response?
- What questions appear repeatedly in the comments?
Do not record only view counts.
Look for comments such as:
- “This happens to me.”
- “How do I fix this?”
- “Do you work with people privately?”
- “Where can I buy the course?”
- “I have an interview next week.”
- “My team needs this.”
These reveal commercial intent more clearly than generic praise.
Step 4: Follow Every Call to Action
A call to action is the next step the business asks the person to take.
Examples:
- Follow for more.
- Comment a word.
- Send a direct message.
- Download the guide.
- Join the newsletter.
- Take the quiz.
- Book a call.
- Attend the webinar.
- Buy the course.
Follow the path as a real customer would.
Use a separate email address if you want to keep the research organized.
Record:
- the page you reach;
- what information it asks for;
- the promise;
- the wording on the button;
- whether the next step is free or paid;
- and what happens afterward.
Do not merely look at the homepage.
The most important funnel may begin from:
- a profile link;
- a specific landing page;
- an email;
- a webinar;
- or a direct-message automation.
Step 5: Study the Landing Page
A landing page is a page designed around one primary action.
It may ask someone to:
- download;
- register;
- book;
- apply;
- or buy.
For each landing page, record:
Audience
Does it clearly say who the offer is for?
Problem
Which pain, frustration, or risk is described?
Desired result
What change is promised?
Mechanism
How does the business claim to create the result?
Proof
Does it include:
- testimonials;
- case studies;
- numbers;
- credentials;
- demonstrations;
- screenshots;
- before-and-after examples;
- or recognizable clients?
Objections
Which doubts does the page address?
Examples:
- “I do not have time.”
- “My English is not advanced enough.”
- “I have already tried courses.”
- “I am afraid of sounding unnatural.”
- “Will this work with my accent?”
- “Is this suitable for my industry?”
Action
What exactly must the visitor do next?
Risk reduction
Does the business offer:
- a trial;
- a guarantee;
- a smaller first step;
- an assessment;
- a payment plan;
- or a cancellation policy?
Do not judge the design only by whether you personally like it.
Ask what job each section performs.
Step 6: Join the Email Funnel
If the business offers a guide, quiz, webinar, challenge, or newsletter, join it.
Record every email for at least two weeks.
Create columns such as:
| Day | Subject | Main idea | Problem discussed | Proof used | Offer made | Call to action |
|---|
Look for the sequence.
A common sequence might be:
Email 1: Deliver the promised resource
Builds trust and fulfills the initial promise.
Email 2: Explain the problem
Helps the reader understand why the problem exists.
Email 3: Show a mistake
Makes the reader recognize themselves.
Email 4: Share a customer story
Provides proof.
Email 5: Introduce the offer
Explains the solution.
Email 6: Address objections
Reduces uncertainty.
Email 7: Create urgency
Mentions a deadline, limited capacity, or a relevant event.
Do not copy the emails.
Study the function of each one.
Ask:
“What must the reader believe before the next step makes sense?”
Step 7: Study the Offer
Create an offer map.
Record:
- Who is it for?
- What result is promised?
- What is included?
- How long does it last?
- Is it one-to-one, group, self-service, or subscription?
- How much personal access is included?
- What is the price?
- Is there a payment plan?
- Is there an application?
- Is the price public?
- What proof is presented?
- What happens after purchase?
- Is there an upsell or membership?
If the price is not public, that itself is useful information.
It may suggest:
- the offer is expensive;
- the service is customized;
- qualification is required;
- or the company prefers to sell through a conversation.
Look for the value ladder
The business may offer:
- Free content.
- A free guide.
- A low-cost workshop.
- A course.
- Group coaching.
- Private coaching.
- A subscription.
- Corporate training.
Record each step and its apparent purpose.
Ask:
- Which offer acquires the first customer?
- Which offer creates trust?
- Which appears most profitable?
- Which produces recurring revenue?
- Which is likely used to identify premium customers?
Step 8: Experience the Sales Process
Where appropriate, book a call or request information as a genuine potential buyer.
Do not pretend to have a false identity or waste large amounts of someone’s time when you have no possible interest.
Be honest if asked directly.
You may say:
“I am researching solutions in this category and trying to understand what would fit my situation.”
During the process, observe:
- What questions do they ask?
- How do they qualify you?
- Do they explore your current situation?
- Do they ask about urgency?
- Do they ask about budget?
- How do they explain value?
- When is the price introduced?
- Which objections are anticipated?
- Is there pressure?
- What follow-up happens afterward?
The goal is not to copy a script word for word.
It is to understand the decisions the sales process helps the customer make.
Step 9: Study Customer Reviews
Reviews reveal what customers actually valued.
Search:
- testimonials on the website;
- Google reviews;
- Trustpilot;
- Reddit discussions;
- YouTube comments;
- marketplace reviews;
- LinkedIn recommendations;
- and social-media comments.
Create two lists.
Reasons customers bought
Examples:
- Upcoming interview.
- Repeated embarrassment.
- Career progression.
- Employer recommendation.
- Failed previous attempts.
- Desire for personal feedback.
- Lack of time.
- Need for accountability.
What customers valued afterward
Examples:
- Confidence.
- Faster progress.
- Personal attention.
- A clear diagnosis.
- Practical exercises.
- Feeling understood.
- Flexibility.
- Measurable results.
Notice that what attracts customers may differ from what keeps them satisfied.
Also record complaints.
Complaints reveal possible gaps:
- too generic;
- too expensive;
- not enough support;
- poor onboarding;
- slow responses;
- confusing software;
- too much theory;
- weak personalization;
- or unclear results.
A complaint about a competitor may become an opportunity for differentiation.
Step 10: Estimate the Funnel Numbers
You will rarely have exact internal numbers.
Make rough estimates and label them clearly as estimates.
Suppose a competitor appears to receive:
- 100,000 relevant video views per month;
- 2% profile or link clicks;
- 25% email signups;
- 5% assessment bookings;
- 20% sales conversion;
- and a $2,000 offer.
The estimated funnel becomes:
100,000 views
→ 2,000 visitors
→ 500 leads
→ 25 calls
→ 5 customers
→ $10,000 revenue
The exact numbers may be wrong.
The purpose is to understand which combinations are plausible.
Then ask:
- Which step appears hardest?
- How much attention is needed?
- Is the offer expensive enough to support the funnel?
- Does the business depend on organic content or paid advertising?
- Could the business survive with a lower conversion rate?
- Is repeat purchasing likely?
Do not present guesses as facts.
Use them to form questions and design your own tests.
Step 11: Separate Pattern From One Competitor’s Style
One competitor may succeed despite an unusual funnel, not because of it.
After studying 10–20 businesses, identify repeated patterns.
For example:
- Most lead with career consequences rather than pronunciation theory.
- Several use free assessments.
- Premium offers are sold through calls.
- The strongest testimonials mention confidence and job outcomes.
- Low-cost courses lead into private coaching.
- LinkedIn attracts professionals; TikTok creates broad awareness.
- Corporate offers are not publicly priced.
- Ongoing speaking clubs create recurring revenue.
A pattern across several businesses is more useful than copying one successful personality.
Step 12: Find the Gaps
After documenting the market, ask:
Audience gaps
Who is not being addressed directly?
Problem gaps
Which important problem receives little attention?
Format gaps
Is everything one-to-one when some customers want self-service?
Is everything self-service when customers want feedback?
Price gaps
Is there a large jump between a $30 course and $5,000 coaching?
Could a $500 assessment or $1,500 group offer fit between them?
Trust gaps
Are existing providers vague about outcomes, evidence, or process?
Distribution gaps
Is the audience active on a platform competitors ignore?
Cultural gaps
Does the audience want examples in its own language, profession, region, or culture?
Experience gaps
What do customers repeatedly complain about?
Your differentiation does not need to be revolutionary.
It may be:
- a narrower audience;
- a clearer outcome;
- better onboarding;
- more personal feedback;
- a different delivery model;
- stronger proof;
- a more suitable price;
- or a more trusted personality.
Step 13: Build Your Funnel Hypothesis
Now create your own proposed path.
Complete this:
Audience
I want to reach:
[Specific people]
Attention
I will first attract them through:
[Channel and content type]
Hook
The problem or result I will lead with is:
[Message]
First action
I will ask them to:
[Download, reply, book, join, or buy]
Trust
Before the main sale, I will show:
[Education, demonstration, assessment, proof, or case study]
Entry offer
Their first purchase or commitment will be:
[Offer and price]
Main offer
The larger result will be delivered through:
[Offer, model, and price]
Continuation
If they need ongoing help, I may offer:
[Subscription, support, upgrade, or related service]
This is still a hypothesis.
Now test each part.
A Seven-Day Reverse-Engineering Sprint
Day 1: Define the market
Write:
- the audience;
- the problem;
- the result;
- and the type of service.
Day 2: Find 20 businesses
Include direct competitors and adjacent models.
Day 3: Map attention
Record:
- platforms;
- hooks;
- content;
- calls to action;
- and visible engagement.
Day 4: Enter the funnels
Download resources, join newsletters, inspect landing pages, and document the steps.
Day 5: Map offers
Record:
- prices;
- formats;
- proof;
- guarantees;
- upsells;
- and subscriptions.
Day 6: Study customers
Read reviews, comments, complaints, and case studies.
Day 7: Create your hypothesis
Write:
- the repeated patterns;
- the gaps;
- your proposed funnel;
- and the first three experiments.
Your Reverse-Engineering Worksheet
For every business, answer:
- Who is the audience?
- What problem leads the marketing?
- What result is promised?
- Where does attention come from?
- What is the first call to action?
- What happens after that action?
- How is trust created?
- What is the entry offer?
- What is the main offer?
- What does it cost?
- How is it delivered?
- What proof is used?
- What objections are answered?
- What is offered afterward?
- What do customers praise?
- What do customers complain about?
- What appears to be the strongest part of the funnel?
- Where might the funnel lose people?
- Which parts are common across competitors?
- Which gap might you test?
Do Not Copy—Understand
Reverse engineering is not:
- stealing text;
- copying branding;
- reproducing a course;
- pretending another person’s results are yours;
- or cloning a business without understanding it.
Visible tactics may depend on invisible advantages:
- reputation;
- a large email list;
- existing customers;
- celebrity;
- partnerships;
- years of content;
- exceptional sales ability;
- or a strong team.
Copying the visible page does not reproduce the underlying system.
The purpose is to understand:
- what job each step performs;
- which beliefs must change;
- how trust develops;
- where money enters;
- and which assumptions you need to test yourself.
The Final Rule
Do not ask:
“How can I copy this funnel?”
Ask:
“Why does each step exist, what evidence suggests it works, and how can I test the same function with my own audience and strengths?”
A competitor’s funnel gives you a map of one route through the market.
It does not prove that the route is best for you.
Study the route.
Understand the logic.
Notice the gaps.
Then build the smallest version of your own and let reality decide.