Use Case 2: Competitive Sensing & Analysis
AI-powered competitive intelligence with profiles, battle cards, win/loss patterns, and strategic recommendations
13 Competitors (100% Coverage)
5-8% Win Rate Lift
58% Current Win Rate
13
Competitors Tracked
7
Wins (58% Rate)
5
Losses Analyzed
14
Contested Accounts
Who are our competitors?
By region, offering, and customer segment
Who are they winning with?
Customers, customer groups, geographies
Why are they winning?
Value story, innovation, relationships
Brock Group
High Threat
Gulf Coast / National
High in Gulf Coast
OFFERINGS
Scaffolding, Insulation, Coatings, Fireproofing, Mechanical
CUSTOMERS
ExxonMobil, Chevron, Marathon, Valero, BASF
STRENGTHS
Strong industrial presence, Turnaround expertise, Multi-craft capability, 10,000+ employees, Deep Gulf Coast relationships
WEAKNESSES
Less commercial construction exposure, Limited international, Weaker in forming & shoring, No proprietary scaffold systems
INTEL NOTES
Major industrial services competitor. #1 threat in Gulf Coast turnarounds. Recently expanded mechanical services. Won several Marathon TAs we competed for.
Altrad Group
Low Threat
International / US Expanding
Growing threat
OFFERINGS
Scaffolding, Insulation, Coatings, Industrial Services
CUSTOMERS
Shell, TotalEnergies, BP, Equinor, Saudi Aramco
STRENGTHS
Global scale ($4B+ revenue), European market leader, Strong safety culture, Aggressive M&A strategy
WEAKNESSES
US presence still developing, Integration challenges from acquisitions, Less established US relationships
INTEL NOTES
French-headquartered. Acquired Cape plc. Aggressively entering US market through acquisitions. Watch for Gulf Coast expansion.
KAEFER
Moderate
International / Gulf Coast
Moderate in Industrial
OFFERINGS
Insulation, Scaffolding, Coatings, Fireproofing, Refractory
CUSTOMERS
BASF, Dow, Covestro, Shell, Bayer
STRENGTHS
German engineering reputation, Strong insulation expertise, Good safety record, Growing US operations
WEAKNESSES
Smaller US footprint than BS, Less scaffold breadth, Premium pricing perception
INTEL NOTES
German company expanding in US. Strong in insulation/fireproofing. Growing Deer Park and Freeport presence.
Bilfinger
Low Threat
International / Gulf Coast
Declining
OFFERINGS
Industrial Services, Scaffolding, Insulation, Engineering
CUSTOMERS
Dow, BASF, Lyondell, ExxonMobil
STRENGTHS
Engineering-led approach, Strong maintenance contracts, European industrial expertise, Good HSE
WEAKNESSES
Shrinking US presence after restructuring, Lost key accounts, Management instability
INTEL NOTES
Was larger US player, now contracting. Opportunity to take their accounts. Still holds some Freeport maintenance work.
APi Group
Moderate
National
Moderate
OFFERINGS
Industrial Services, Fire Protection, Safety Services
CUSTOMERS
Broad industrial and commercial base
STRENGTHS
Diversified services, Strong M&A growth, Public company resources ($6B+ revenue), Chubb fire acquisition
WEAKNESSES
Less scaffolding focus, More generalist approach, Limited specialty access systems
INTEL NOTES
Public company. Competes more in fire protection and safety services than core scaffold. Watch for expansion into our space.
Apache Industrial Services
High Threat
Gulf Coast / Southeast
High in Gulf Coast TAs
OFFERINGS
Scaffolding, Insulation, Coatings, Fireproofing
CUSTOMERS
Chevron, Phillips 66, Motiva, Citgo
STRENGTHS
Strong Gulf Coast turnaround teams, Competitive pricing, Good craft labor pool, Quick mobilization
WEAKNESSES
Limited geographic reach, No proprietary systems, Smaller scale, Less engineering depth
INTEL NOTES
Key competitor in Gulf Coast turnarounds. Often undercuts on price. Strong relationships with Chevron and Phillips 66.
Doka (Umdasch Group)
High Threat
National / International
High in Forming
OFFERINGS
Formwork, Shoring, Climbing Systems
CUSTOMERS
Large commercial developers, EPC firms
STRENGTHS
World-class formwork technology, Strong engineering, Global brand, Automatic climbing systems
WEAKNESSES
No scaffold offering, Limited industrial services, Higher equipment costs
INTEL NOTES
Austrian company. Direct competitor to our Hunnebeck/PERI forming & shoring business. Strong in high-rise commercial.
PERI (external)
Low Threat
National / International
Complex relationship
OFFERINGS
Formwork, Shoring, Scaffold Systems
CUSTOMERS
Commercial construction, infrastructure
STRENGTHS
Innovative products, Strong R&D, Global presence, Good training programs
WEAKNESSES
We license PERI UP so they could pull it, Potential channel conflict, Less industrial focus
INTEL NOTES
We are a PERI UP licensee but they also sell direct. Relationship requires careful management. Competitor in forming.
Layher
Moderate
National / International
Moderate in Scaffold
OFFERINGS
Scaffold Systems, Event Structures
CUSTOMERS
Commercial, Industrial, Events
STRENGTHS
Premium scaffold system, Strong brand, Innovative products (Allround), Good engineering
WEAKNESSES
Premium pricing, Less service integration, Limited industrial services, No insulation/coatings
INTEL NOTES
German manufacturer. Their Allround system competes with our Systems Scaffold. Strong in commercial scaffold sales.
Sunbelt Scaffold
Moderate
Southeast / Gulf Coast
Low-Moderate
OFFERINGS
Scaffolding, Access Solutions
CUSTOMERS
Industrial maintenance, small commercial
STRENGTHS
Competitive pricing, Good local relationships, Quick response, Lower overhead
WEAKNESSES
Small scale, Limited multi-service, No proprietary systems, Less engineering capability
INTEL NOTES
Regional scaffold company. Competes on price in smaller industrial and commercial jobs. Not a threat on large pursuits.
USA Hoist
High Threat
NYC / Northeast
High in NYC Hoisting
OFFERINGS
Hoisting, Material Transport, Construction Elevators
CUSTOMERS
Large commercial projects in NYC metro
STRENGTHS
Strong NYC presence, ENR recognized, Innovation in mega hoists, Test tower facility, Dominant in NYC vertical transport
WEAKNESSES
Limited geographic reach, Narrow service offering, No scaffold/industrial services, Single market focus
INTEL NOTES
Rob Bailey recognized by ENR. New mega construction hoist development. Key player in vertical transport. We need hoisting partnerships in NYC.
AXIOS Industrial Group
Low Threat
Gulf Coast
Growing in Gulf Coast
OFFERINGS
Scaffolding, Insulation, Coatings, Turnaround Services
CUSTOMERS
Refineries, Chemical Plants in TX/LA
STRENGTHS
Growing rapidly, Good turnaround execution, Competitive labor rates, Hungry for work
WEAKNESSES
Newer company still building reputation, Less safety track record, Limited engineering, Small balance sheet
INTEL NOTES
Fast-growing competitor. Watch closely. Winning some smaller TA packages we should be getting.
MDM Construction
Moderate
Gulf Coast / Midwest
Moderate in Power
OFFERINGS
Scaffolding, Industrial Services, Mechanical
CUSTOMERS
Power generation, Industrial maintenance
STRENGTHS
Power generation expertise, Good union relationships, Midwest coverage, Competitive pricing
WEAKNESSES
Limited scaffold innovation, Smaller scale, Less commercial exposure, Regional focus
INTEL NOTES
Competes mainly in power generation and midwest industrial. Has some contracts we want in power sector.
7
WINS
5
LOSSES
58%
WIN RATE
Complete Win/Loss History
| Pursuit | Customer | Segment | Geography | Outcome | Value | Primary Reason | Lessons Learned | Date |
|---|---|---|---|---|---|---|---|---|
| Entergy Grand Gulf Nuclear Outage | Entergy | Industrial | Port Gibson, MS | Lost | $0.0M | Certification gap — APi had nuclear-specific NQA-1 certs | Invest in nuclear certifications (NQA-1) to compete in growing nuclear maintenan... | 2025-12-01 |
| TSMC Arizona Fab Scaffold | TSMC | Commercial | Phoenix, AZ | Lost | $0.0M | Capability gap — no semiconductor cleanroom experience | Need to develop semiconductor vertical expertise if pursuing tech manufacturing | 2025-11-15 |
| Chevron Richmond Refinery Maintenance | Chevron | Industrial | Richmond, CA | Won | $18.0M | Local West Coast presence and workforce | West Coast presence is valuable — invest in CA operations | 2025-11-01 |
| ExxonMobil Beaumont Refinery TA 2025 | ExxonMobil | Industrial | Beaumont, TX | Won | $25.0M | Strong Beaumont turnaround track record | Repeat business from satisfied TA clients is most efficient growth | 2025-10-15 |
| Motiva Port Arthur Refinery Maintenance | Motiva | Industrial | Port Arthur, TX | Lost | $0.0M | Relationship — Apache's site-level relationships too strong | Invest in site-level relationship building, not just executive relationships | 2025-10-01 |
| Shell Deer Park Turnaround 2025 | Shell | Industrial | Deer Park, TX | Won | $35.0M | Superior multi-craft integration | Multi-craft approach is key differentiator in Gulf Coast TAs | 2025-09-15 |
| Amazon HQ2 Phase 2 Scaffold | Amazon | Commercial | Arlington, VA | Lost | $0.0M | Price — client chose lowest cost scaffold-only option | Tech/commercial clients often unbundle — need value engineering approach for cos... | 2025-09-01 |
| Valero Port Arthur TA 2025 | Valero | Industrial | Port Arthur, TX | Lost | $0.0M | Price — Brock Group undercut by 12% | Need better competitive pricing intelligence; Brock uses loss-leader TA pricing ... | 2025-08-15 |
| Dow Freeport Maintenance MSA 2025 | Dow Chemical | Industrial | Freeport, TX | Won | $22.0M | Proven CUI management program saved client $4M | CUI management is a powerful differentiator — productize it | 2025-08-01 |
| Minnesota DOT Bridge Program | Minnesota DOT | Infrastructure | Minneapolis, MN | Won | $12.0M | Multi-bridge program management capability | Government/DOT work has longer sales cycles but higher margins | 2025-07-20 |
| 30 Hudson Yards Completion | Related Companies | Commercial | New York, NY | Won | $28.0M | NYC high-rise expertise and Phase 1 track record | Leverage project continuity — Phase 1 wins create Phase 2 incumbency | 2025-06-15 |
| Cheniere Sabine Pass LNG Train 6 | Cheniere Energy | Industrial | Sabine Pass, LA | Won | $95.0M | Only provider with LNG mega-project scaffold + shoring capability | LNG experience is rare — this is a major competitive moat | 2025-03-01 |
Competitors by Region
| Region | Competitors | Names |
|---|---|---|
| National / International | 3 | Doka (Umdasch Group), PERI (external), Layher |
| International / Gulf Coast | 2 | KAEFER, Bilfinger |
| Southeast / Gulf Coast | 1 | Sunbelt Scaffold |
| National | 1 | APi Group |
| NYC / Northeast | 1 | USA Hoist |
| International / US Expanding | 1 | Altrad Group |
| Gulf Coast / Southeast | 1 | Apache Industrial Services |
| Gulf Coast / National | 1 | Brock Group |
| Gulf Coast / Midwest | 1 | MDM Construction |
| Gulf Coast | 1 | AXIOS Industrial Group |
Pipeline by Geography
| Geography | Total Pursuits | Active | Pipeline Value |
|---|---|---|---|
| Sabine Pass, LA | 2 | 1 | $220.0M |
| Freeport, TX | 2 | 1 | $77.0M |
| Port Arthur, TX | 2 | 0 | $50.0M |
| New York, NY | 2 | 1 | $50.0M |
| Baytown, TX | 1 | 1 | $42.0M |
| Houston, TX | 2 | 2 | $40.5M |
| Texas City, TX | 1 | 1 | $38.0M |
| Deer Park, TX | 1 | 0 | $35.0M |
| Waynesboro, GA | 1 | 1 | $28.0M |
| Phoenix, AZ | 1 | 0 | $25.0M |
| Beaumont, TX | 1 | 0 | $25.0M |
| San Antonio, TX | 2 | 2 | $24.8M |
| Fort Lee, NJ / New York, NY | 1 | 1 | $20.0M |
| Temple, TX | 1 | 1 | $18.5M |
| Richmond, CA | 1 | 0 | $18.0M |
| Port Gibson, MS | 1 | 0 | $18.0M |
| Multiple TX Locations | 1 | 1 | $15.0M |
| Arlington, VA | 1 | 0 | $15.0M |
| National - 8 Facilities | 1 | 1 | $12.0M |
| Minneapolis, MN | 1 | 0 | $12.0M |
| Sweetwater, TX | 1 | 1 | $8.5M |
Customer Overlap Analysis: Shows accounts where BrandSafway competes with named competitors. Helps identify defensive priorities and offensive opportunities.
Accounts with Competitive Activity
| Account | Tier | ACV | Pursuits | Competitive Context | Wins | Losses | Record |
|---|---|---|---|---|---|---|---|
| Cheniere Energy | Strategic | $95.0M | 2 | Incumbent from Train 6 - competing against Brock and Altrad,Won against Brock and KAEFER | 1 | 0 | 100% |
| ExxonMobil | Strategic | $42.0M | 2 | Challenger - Brock Group incumbent,Won against Apache Industrial | 1 | 0 | 100% |
| Shell | Strategic | $35.0M | 1 | Won against Brock Group | 1 | 0 | 100% |
| Dow Chemical | Strategic | $32.0M | 2 | Incumbent MSA holder - competing against KAEFER and Bilfinger,Won MSA renewal against KAEFER | 1 | 0 | 100% |
| Chevron | Strategic | $28.0M | 1 | Won against Apache Industrial | 1 | 0 | 100% |
| Marathon Petroleum | Key | $25.0M | 1 | Challenger - Apache Industrial incumbent | 0 | 0 | — |
| LyondellBasell | Key | $22.0M | 1 | Incumbent maintenance - competing against Brock for expansion | 0 | 0 | — |
| Related Companies | Key | $22.0M | 2 | Incumbent from Phase 1 - competing against Layher and USA Hoist,Won against USA Hoist and Layher | 1 | 0 | 100% |
| Port Authority NY/NJ | Growth | $20.0M | 1 | Competitive bid - multiple national firms | 0 | 0 | — |
| Meta Platforms | Growth | $18.5M | 1 | New market entry - competing against Doka and local scaffold firms | 0 | 0 | — |
| Texas DOT | Key | $15.0M | 1 | Competitive bid - Acrow and regional firms | 0 | 0 | — |
| Microsoft | Growth | $14.0M | 1 | Competitive bid - Doka and PERI direct competing | 0 | 0 | — |
| Phillips 66 | Key | $12.0M | 1 | Incumbent MSA - Apache Industrial competing for expansion | 0 | 0 | — |
| NextEra Energy | Growth | $8.5M | 1 | New market - competing against specialized wind firms | 0 | 0 | — |
Loss Pattern Analysis: Understanding why we lose is the fastest path to improving win rates. Each loss contains intelligence that makes the next pursuit stronger.
1
Relationship — Apache's site-level relationships too strong
$0.0M lost value
1
Price — client chose lowest cost scaffold-only option
$0.0M lost value
1
Price — Brock Group undercut by 12%
$0.0M lost value
1
Certification gap — APi had nuclear-specific NQA-1 certs
$0.0M lost value
1
Capability gap — no semiconductor cleanroom experience
$0.0M lost value
Detailed Loss Records
| Pursuit | Customer | Value | Primary Reason | Secondary Reason | Lessons Learned |
|---|---|---|---|---|---|
| Entergy Grand Gulf Nuclear Outage | Entergy | $0.0M | Certification gap — APi had nuclear-specific NQA-1 certs | Our nuclear experience was insufficient for this client | Invest in nuclear certifications (NQA-1) to compete in growing nuclear maintenance market |
| TSMC Arizona Fab Scaffold | TSMC | $0.0M | Capability gap — no semiconductor cleanroom experience | Doka's forming technology better suited for fab construction | Need to develop semiconductor vertical expertise if pursuing tech manufacturing |
| Motiva Port Arthur Refinery Maintenance | Motiva | $0.0M | Relationship — Apache's site-level relationships too strong | Our pricing was 8% higher for comparable scope | Invest in site-level relationship building, not just executive relationships |
| Amazon HQ2 Phase 2 Scaffold | Amazon | $0.0M | Price — client chose lowest cost scaffold-only option | Tech clients prioritize cost over integrated services | Tech/commercial clients often unbundle — need value engineering approach for cost-sensitive segments |
| Valero Port Arthur TA 2025 | Valero | $0.0M | Price — Brock Group undercut by 12% | Brock's deeper Valero relationship and Port Arthur presence | Need better competitive pricing intelligence; Brock uses loss-leader TA pricing to win MSAs |