“They were using it as an alternative to Typeform. I found that Typeform recently raised their pricing — so there was like a gap in the market. But pricing is something that I found, like, that can't be the only reason.”

Undercut a competitor's recent price hike — that's when the market is actively shopping for an alternative

A competitor's price increase opens a clear wedge: existing users start searching for alternatives. Pricing alone isn't enough to anchor a new product, so pair the wedge with missing features users have been asking for on Twitter, Reddit, and the competitor's own forum.