When a tree falls in a forest and no one is around…does is make a sound?
If your customer hasn’t heard of your competitor they are effectively not your competitor
When your customer segment doesn’t know of your competitors. Are they your competitors?
When your customers wouldn’t use the products sold by your competitor are they your competitor?
Is a mobile cellphone just as much of a competitor to a movie theatre as netflix?
If your customer hasn’t heard of your competitor then they are not your competitor. You can fret as a startup all day long about a competitor but so long as there is no one around, no one can hear them.