Horizontal Market

It's every competitor in a given, narrow zone. If you own a garden nursery, you sell a "vertical" around "everything home garden," from living plants to fertilizers to seeds to those little gnome things.

But there is a horizontally competitive market to supply to home garden stores. Cattle ranches gather political speeches in clumps from all of the, um, leavings. They bag it. And ship it to the various retailers who then sell those political speeches to home gardeners to then sprinkle around their tomato plants when they put them in the ground in April. That market is a horizontal one.