competitor-analysis

name	competitor-analysis
description	Use when researching competitors, alternatives, market gaps, win-loss themes, comparison pages, battlecards, pricing, or messaging.

Competitor Analysis

Turn competitor research into practical positioning, sales, product, and acquisition decisions.

Evidence To Gather

Use supplied URLs, screenshots, customer notes, sales calls, reviews, pricing pages, ad examples, public docs, app listings, or marketplace pages. When live research is needed, prefer primary sources and label dated observations.

Capture:

• Category claim and target customer.
• Main promise and proof.
• Pricing and packaging signals.
• Onboarding or buying motion.
• Features they emphasize.
• Objections customers mention.
• Channels where they appear strong.
• Gaps, tradeoffs, and segments they ignore.

Compare By Buyer Decision

Do not make a feature spreadsheet unless the buyer actually decides that way.

Compare competitors on:

• Problem they make urgent.
• Buyer they speak to.
• Workflow they replace.
• Risk they reduce.
• Proof they show.
• Cost or switching pain.
• Where they are easier to buy.
• Where they are vulnerable.
• Where they over-serve a simpler buyer.
• Where they under-serve a demanding buyer.
• What not to copy.

Write The Switching Story

Explain the buyer’s path:

• What triggers comparison.
• What the buyer believes before seeing alternatives.
• Which criteria change during evaluation.
• Which tradeoff each competitor forces.
• What would make the buyer switch to us.
• What evidence is dated or uncertain.

Turn Research Into Moves

Produce assets that change behavior:

• Positioning contrast.
• Battlecard notes.
• Comparison page angle.
• Sales objection response.
• Product gap to investigate.
• Paid/search angle.
• Content opportunity.
• Segment to avoid.

Output

Competitive read:
[one paragraph]

Buyer switching story:
[trigger -> criteria -> tradeoff -> switch reason]

Decision deltas:
| Player | Criteria they change | Over-serve | Under-serve | What not to copy | Our move |

Our best contrast:
[specific contrast]

Proof notes:
| Claim | Source | Date | Confidence |

Buyer-facing notes:
- If prospect says [objection], respond with [answer + proof].
- If they care about [criterion], show [asset].

Opportunities:
1. [move]
2. [move]
3. [move]

Unknowns:
- [what needs customer or sales validation]