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Opportunities

PEO

- launch briefHigh value

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Opportunity score

56

CPC (real)

$32

Active Google advertisers

22

LinkedIn advertisers

16

Pixel advertisers

19

Avg ad tenure

2.5 yr

Incumbent ad spend/mo

$5.1M

Spend momentum

+40%

SEO difficulty

28

Avg incumbent funding

$125M

Incumbents (28)- genuine category specialists - cross-listed generic tools excluded

ProductRatingFundingAd spend/moGoogle adsLinkedInChannelsAuthority
ADP TotalSource
4.2(457)-$2.4M4.1y--82
ADP Workforce Now
4.4(7,202)-$2.4M4.1y--82
Paylocity
4.3(1,839)-$830k3.5y24-69
Justworks
4.6(739)-$647k2.2y24249
Multiplier
4.4(44)$77M$632k3.8y1443
TriNet
4.0(146)-$230k1.4y-553
TriNet HR Plus
4.2(823)-$230k1.4y-553
Wave
4.4(1,721)$482M$154k2.9y--62
Oyster
4.6(91)$338M$148k2.4y24650
ChartHop
4.6(79)$74M$60k3.2y24436
OrgChart
4.6(25)-$38k2.6y24436
Fingercheck
4.5(64)$115M$27k3.7y24539
Paychex Flex
4.2(1,799)-$11k2.8y-667
Crelate
4.5(443)$13M$7k2.0y24235
HotSchedules
4.4(461)$27M$7k2.4y--46
Time Doctor
4.5(545)-$4k1.8y24-45
Top Echelon
4.6(513)-$3k1.2y24132
Payoneer Workforce Management
4.6(41)$85M$7613.8y24537
Asure
4.2(284)-$2163.3y-135
Bizneo HR
4.8(239)--4.6y244-
Cezanne HR
4.4(248)--2.9y162-
Viterbit
4.6(23)$1.8M-0.9y21--
Inspire
4.8(4)--1.4y-2-
WebHR
4.3(537)--1.3y---
Hourly
4.8(114)$39M--32-
TestDome
4.6(138)--0.4y-1-
ClockIt
4.6(132)---143-
Primalogik
4.5(87)----2-

PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)

KeywordCPCBiddersSample landing page
payroll services$72.604www.oysterhr.com/employer-of-record-services
adp payroll$47.743fingercheck.com/get-started-with-fingercheck/
payroll companies$49.373www.oysterhr.com/employer-of-record-services
gusto$16.612www.usemultiplier.com/lp/gusto-alternative
loxo$12.782www.crelate.com/crelate-vs-loxo
staff scheduling software$23.222www.fourth.com/solution/workforce-management-software/scheduling
trinet$9.742www.trinet.com/lp/peoplematter
crelate$4.022topechelon.com/demo/
paychex flex$5.302www.paylocity.com/lp/software/hr/demo/hr-payroll/
hr system$30.902www.charthop.com/landing-pages/workforce-planning
gusto payroll$27.222www.usemultiplier.com/lp/gusto-alternative
patriot payroll$19.852fingercheck.com/get-started-with-fingercheck/
org chart builder$7.252theorgchart.com/solutions/
org chart creator$8.282theorgchart.com/solutions/
payroll company$49.372www.justworks.com/lp/payroll-business
adp payroll services$85.042www.paylocity.com/lp/software/hr/demo/hr-payroll/
payroll services for small business$96.372www.adp.com/semlps/0001/payroll-nb.aspx
opolis$18.862www.oysterhr.com/startups
org chart generator$7.252www.charthop.com/modules/headcount-planning
peo services$39.092www.justworks.com/lp/peo-peo-core

Common complaints- recurring incumbent review cons = product gaps to exploit

Frequent technical glitches3×
Unreliable customer service1×
Delayed and limited email support1×
Slow performance and lag1×
Frequent slowdowns and lags1×
Challenging access and security controls1×
Slow and laggy platform experience1×
Frequent password reset frustrations1×

Ad creatives- live Google Search ads the incumbents run - copy the angles

ADP Workforce Now adp.com

Run Powered By ADP®

Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...

Time Clock Systems

Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!

Workers' Comp Insurance | Pay-As-You-Go With ADP®

Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...

Wage Garnishment Management

ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.

ADP Workforce Now adp.com

Run Powered By ADP®

Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...

Time Clock Systems

Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!

Workers' Comp Insurance | Pay-As-You-Go With ADP®

Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...

Wage Garnishment Management

ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.

Paylocity paylocity.com

Your Payroll. Our Priority - Online HR & Payroll Services

Award winning software that employers & employees love.

Online HR & Payroll Services

All-in-One HR Payroll Software — Award winning software that employers & employees love.

Your Payroll. Our Priority

Companies Prefer Paylocity — Connect the dots between employees, leaders, and the business with the right HR technology

HR & Payroll - Paylocity®

Ranked #1 Best HR Software — We create great software to solve today's HR challenges and anticipate tomorrow's needs

Justworks justworks.com

Small Business Health Plans | Priced for Small Businesses

Top-notch benefits, payroll, and HR tools for your small business through Justworks PEO. Benefits access, payroll, HR, & compliance - all seamlessly...

Small Business Health Plans

Priced for Small Businesses — Top-notch benefits, payroll, and HR tools for your small business through Justworks PEO. Benefits access, payroll, HR, & compliance - all seamlessly managed from one place. Competitive rates.

Multiplier usemultiplier.com

Hire Anyone Anywhere

Easily Employ Talent Globally — We're an all-in-one Global EOR. Trust us to simplify global employment for your business.

Hire Anyone, Anywhere

Easily Hire Global Talent — Your all-in-one Employer of Record platform for hiring talent in any country. Book a demo.

All In One Payroll Platform

Global Payroll Simplified — With Multiplier, get seamless payroll processing that ensures accurate & timely payments. Build...

TriNet HR Plus trinet.com

TriNet for Small Business | PEO for Small Businesses

Top-Rated by SMBs for Customer Support, Payroll Capabilities, Benefits Options, & More

Small Business HR Solutions | HR Outsourced Services

HR Consulting. Benefit Options. Payroll. Risk Mitigation. Mobile App. Need Your HR Function Up & Running Quickly? TriNet's PEO Solution is a Great Option.

TriNet for Small Business | Small Business PEO

Top-Rated by SMBs for Customer Support, Payroll Capabilities, Benefits Options, & More

PEO for Small Businesses

TriNet — Offer Big Company Benefits That Help Attract & Retain Top Talent. HR Simplified, Time Amplified with TriNet's PEO Solution.

TriNet HR Plus trinet.com

TriNet for Small Business | PEO for Small Businesses

Top-Rated by SMBs for Customer Support, Payroll Capabilities, Benefits Options, & More

Small Business HR Solutions | HR Outsourced Services

HR Consulting. Benefit Options. Payroll. Risk Mitigation. Mobile App. Need Your HR Function Up & Running Quickly? TriNet's PEO Solution is a Great Option.

TriNet for Small Business | Small Business PEO

Top-Rated by SMBs for Customer Support, Payroll Capabilities, Benefits Options, & More

PEO for Small Businesses

TriNet — Offer Big Company Benefits That Help Attract & Retain Top Talent. HR Simplified, Time Amplified with TriNet's PEO Solution.

Wave waveapps.com

Wave: SMB Software Alternative | Discover Why Wave Is Better

SMB owners know Wave is the easy way to get organized and stay tax-ready...

Wave: Small Business Software

Free Accounting Tool By Wave — Everything you need to get paid quickly, track your income & keep your books up to date. SMB owners know Wave is the easy way to get organized and stay tax-ready year-round. No Hidden Fees.

Wave Accounting Software - Free Accounting Software

SMB owners know Wave is the easy way to get organized and stay tax-ready year-round. Business...

Risk: Wave is the entrenched leader ($482M raised), authority 62 - wedge in rather than attack head-on.

Sources: Capterra profiles + reviews · SEMrush demand / spend / paid keywords / authority / momentum · Apollo funding. Incumbent rollups exclude domains appearing in >25 categories. Capterra category ↗