Where Should You Start?
Start from a framework of your user personas.
How do they look at your competition?
As the saying goes, “Keep your friends close — keep your competition close.”
Once you have the idea, you may proceed to a more pointed line of inquiry. For instance, the marketing personas. How are they arranging buyer personas? What are their priorities for their customer pain points? What are their goals? Things like these could help find the solutions for your customers rather than the solutions you are providing for them.