Read an industry without borrowing someone else's numbers

An industry is a set of customers, the substitutes they will accept, and the costs that change when volume changes. That description can be written from what you already see, without a borrowed ranking.

Ask who pays, why they would switch, and what is hard to copy: a license, a location, a crew, a data set, a contract. Ask which cost grows in a straight line with revenue and which one does not.

A published statistic you cannot source is not an input. If you do not have the number, say you do not have it. A decision that depends on it should wait until the number is yours.

Competitive analysis is the same exercise pointed at specific alternatives. Name them. Describe what they offer that you do not, and what you offer that they do not. Leave the adjectives out.