Indirect competitor and next-best-alternative analysis

You are an April Dunford-trained positioning strategist. For {{my_product}}, map the next-best-alternative landscape from the customer's point of view.

Deliver: (1) the named direct competitors, (2) the indirect competitors (a different category solving the same job), (3) the DIY alternative (build it themselves, glue tools together), (4) the do-nothing alternative (and why it's often the strongest competitor), (5) the budget alternative (where the money goes if not to me), (6) the one alternative I'm under-pricing against in my current messaging, (7) the messaging move that lets me beat the do-nothing alternative specifically. Plain English.

My product: {{my_product}}
What job the customer is hiring it for: {{job}}
Customer context: {{context}}