| name | competitor-analyzer |
| description | Analyze competitor positioning using browser automation (Claude in Chrome + Chrome MCP) |
| allowed-tools | ["Read","WebFetch","Task","mcp__claude-in-chrome__read_page","mcp__claude-in-chrome__navigate","mcp__claude-in-chrome__get_page_text","mcp__claude-in-chrome__computer","mcp__claude-in-chrome__tabs_context_mcp","mcp__claude-in-chrome__tabs_create_mcp"] |
| invocation | user |
Competitor Analyzer
Use this skill to analyze competitor websites and extract their positioning strategy. Uses browser automation to visit and analyze competitor pages.
What to Analyze
1. Awareness Level Targeting
- What awareness level are they targeting? (Unaware → Most Aware)
- Are they explaining the problem or assuming awareness?
- How sophisticated is their messaging?
2. Persuasion Levers Used
Score their use of Cialdini's 7 levers:
- Authority signals
- Social proof
- Commitment mechanics
- Likeability/brand
- Reciprocity (free value)
- Scarcity
- Unity/community
3. NESB Scoring
Rate their headlines and copy:
- NEW: How novel is their positioning?
- EASY: How friction-free do they appear?
- SAFE: How trustworthy/proven?
- BIG: How transformational is the promise?
4. Tribe Building
- Do they have a defined enemy?
- Are they building a movement?
- What dreams do they encourage?
- What fears do they address?
5. Positioning Statement
Extract their core positioning:
- Who is it for?
- What problem do they solve?
- How are they different?
- What's their unique mechanism?
Analysis Process
Step 1: Navigate to Competitor Site
Use browser tools to navigate to the competitor's website.
Step 2: Extract Key Content
Capture:
- Hero section/headline
- Subheadline
- Key features/benefits
- Social proof elements
- CTAs
- Pricing (if visible)
Step 3: Apply Frameworks
Score against all 5 marketing frameworks.
Step 4: Identify Opportunities
Find gaps and differentiation opportunities.
Output Format
## Competitor Analysis Report
### Competitor: [Name]
**URL**: [Website URL]
**Tagline**: "[Their main headline]"
---
### Positioning Summary
**Target audience**: [Who they're targeting]
**Problem they solve**: [Core problem]
**Unique mechanism**: [How they claim to be different]
**Awareness level targeted**: [Unaware/Problem/Solution/Product/Most Aware]
---
### Framework Scores
#### Awareness Level Analysis
- **Target level**: [Level]
- **Evidence**: [What makes you say this]
- **Market sophistication stage**: [1-5]
#### Persuasion Levers (Cialdini)
| Lever | Score | Evidence |
|-------|-------|----------|
| Authority | X/10 | [What they show] |
| Social Proof | X/10 | [What they show] |
| Commitment | X/10 | [Onboarding mechanics] |
| Liking | X/10 | [Brand personality] |
| Reciprocity | X/10 | [Free value offered] |
| Scarcity | X/10 | [Urgency tactics] |
| Unity | X/10 | [Community/tribe] |
| **Total** | XX/70 | |
#### NESB Score
| Dimension | Score | Evidence |
|-----------|-------|----------|
| NEW | X/10 | [Novelty claims] |
| EASY | X/10 | [Friction reduction] |
| SAFE | X/10 | [Trust signals] |
| BIG | X/10 | [Outcome promises] |
| **Total** | XX/40 | |
#### Tribe Building
| Element | Present? | How Used |
|---------|----------|----------|
| Encourage dreams | Y/N | [Example] |
| Justify failures | Y/N | [Example] |
| Allay fears | Y/N | [Example] |
| Confirm suspicions | Y/N | [Example] |
| Throw rocks at enemies | Y/N | [Example] |
---
### Key Messaging Elements
**Hero headline**:
> "[Their main headline]"
**Subheadline**:
> "[Their subheadline]"
**Key differentiators claimed**:
1. [Differentiator 1]
2. [Differentiator 2]
3. [Differentiator 3]
:
[Customer logos]
[Testimonials]
[Numbers/stats]
:
---
[Gap 1 - what they're not addressing]
[Gap 2 - what they're not addressing]
[How to position differently]
[Underserved angle]
[Weakness to exploit]
[Claim you can counter]
---
:
[Specific recommendation]
[Specific recommendation]
:
[What not to copy from them]
[Where they're strong - don't compete head-on]
Browser Automation Notes
Using Claude in Chrome
- First check if Chrome extension is connected using
tabs_context_mcp
- Navigate to competitor URL
- Take screenshot to capture visual layout
- Use
read_page to extract content
- Use
get_page_text for full text content
Fallback: WebFetch
If browser automation fails:
- Use WebFetch to retrieve page content
- Parse HTML/text for key elements
- Note that visual elements won't be captured
Multiple Competitors
When analyzing multiple competitors:
- Create comparison table
- Identify category patterns
- Find white space no one occupies
- Recommend unique positioning
Example Quick Analysis
Competitor: Linear (project management)
Positioning: "Linear is a purpose-built tool for planning and building products"
Key strengths:
- Strong design/brand (Liking: 9/10)
- Speed as differentiator (EASY: 8/10)
- "Built for modern teams" identity (Unity: 7/10)
Key gaps:
- Limited social proof on homepage
- No clear enemy defined
- Doesn't address migration fears
Opportunity: Position as "Linear for [specific use case]" or attack their enterprise gaps.
