What is the customer trajectory? Think of the defections and what is likely to
happen. Who are you likely to lose first, who might follow next and how might that
proceed from your current customers, as the incumbent.
What is the likely scope of your customer loss? Look at different use cases, different
customer segments, are there network effects or not? Do you think it’s going to be a
niche or splitting the market or a total takeover by the disrupter?