Delvantage organizes around a Product Category.   Not the actual product you sell, but rather the category of the product you sell.   Take the Apple Watch as an example.  The Apple Watch is an actual product that resides in a product category of watches.   But more accurately in this case, it resides in a product category called ‘Wearables,’ with like competitors, a current market size, and projected growth.   When you speak of market share of your product, you typically depict it in the following way:

 

(Total Product Annual Revenue/Total Product Category Market Size) * 100 = % Share

 

When you use Delvantage you will establish and start with a Product Category you want to gain a competitive advantage in.