505 lines
15 KiB
Markdown
505 lines
15 KiB
Markdown
---
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name: competitive-analysis-templates
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description: Master competitive analysis templates including competitor deep-dives, battle cards, feature comparison matrices, and win/loss analysis. Use when analyzing competitors, creating battle cards for sales, positioning against alternatives, tracking competitive moves, or preparing for competitive threats. Covers competitive intelligence frameworks, positioning strategies, and templates from Crayon, Klue, and April Dunford.
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---
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# Competitive Analysis Templates
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Templates for analyzing competitors, enabling sales teams, and defining strategic market positioning.
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## When to Use This Skill
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**Auto-loaded by agents**:
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- `market-analyst` - For competitor deep-dives, battle cards, and positioning maps
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**Use when you need**:
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- Analyzing competitor strategies and offerings
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- Creating sales battle cards
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- Building feature comparison matrices
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- Tracking competitive intelligence
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- Conducting win/loss analysis
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- Defining differentiation strategy
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- Monitoring competitive threats
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- Positioning against alternatives
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## What is Competitive Analysis?
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Competitive analysis helps you:
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- **Understand** your market position and competitive landscape
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- **Identify** differentiation opportunities and white space
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- **Enable** sales teams to win competitive deals
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- **Inform** product roadmap and strategic decisions
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- **Monitor** competitive threats and market shifts
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**NOT**: Copying competitors or building feature parity
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**BUT**: Finding defensible differentiation and strategic positioning
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**Good competitive analysis**: Actionable, evidence-based, honest about trade-offs, regularly updated
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**Bad competitive analysis**: Feature lists without context, outdated, biased, not used by teams
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**When to Use This Skill**:
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- Conducting competitive research
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- Enabling sales for competitive deals
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- Defining product positioning
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- Planning market entry strategy
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- Responding to competitive threats
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- Quarterly strategic planning
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---
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## Evidence Standards
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**Core principle:** All competitive intelligence must be based on verifiable public sources. Strategic analysis and recommendations are core value, but factual claims require source attribution.
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**Research requirements:**
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1. **Use verifiable public sources**
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- Competitor websites, product pages, and documentation
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- Pricing pages (with URLs and date accessed)
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- Review sites (G2, Capterra, TrustRadius) with specific review citations
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- News articles, press releases, and public announcements
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- Product demos, trials, and publicly available materials
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2. **Source attribution**
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- Every claim about competitor features, pricing, or strategy must cite source
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- Format: "[Feature/Claim] (Source: [URL], accessed [Date])"
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- Review quotes must cite specific review with link
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- When multiple sources confirm: cite 2-3 representative sources
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3. **When data is unavailable**
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- Explicitly note: "[Pricing not publicly available]", "[Requires product trial]"
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- Never fabricate competitor information to complete analysis
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- Recommend steps to gather missing data (demo request, trial signup)
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- Note limitation in battle card or analysis
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4. **What you CANNOT do**
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- Fabricate competitor features, pricing, or capabilities
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- Invent user testimonials or review quotes
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- Make up market share numbers or competitive statistics
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- Create fictional customer case studies
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5. **What you SHOULD do (core value)**
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- Provide strategic analysis of competitive landscape
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- Identify differentiation opportunities based on research
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- Recommend positioning strategy against competitors
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- Guide battle card creation and sales enablement
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- Teach competitive intelligence methodologies
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- Help interpret competitive data for strategic decisions
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**When in doubt:** If public information is unavailable, note the limitation explicitly rather than inventing data. Your strategic expertise in competitive analysis and positioning is your primary value.
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---
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## Three Core Templates
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### 1. Competitor Deep-Dive Analysis
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**Purpose**: Comprehensive competitive intelligence for strategic decisions
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**Use when**:
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- Quarterly competitive reviews
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- Market entry planning
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- Product roadmap planning
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- Understanding new competitive threat
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- Executive briefings
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**Key sections**:
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- Company overview (size, funding, strategy)
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- Product analysis (features, UX, pricing)
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- Go-to-market strategy (sales, marketing)
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- SWOT analysis (strengths, weaknesses, opportunities, threats)
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- Customer intelligence (reviews, win/loss)
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- Competitive response strategy
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**Template**: `assets/competitor-deep-dive-template.md`
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Complete template with all sections, example content, intelligence sources
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**Time investment**: 8-12 hours initial, 2-3 hours quarterly updates
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**Comprehensive guide**: `references/competitive-intel-guide.md`
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Intelligence gathering, research techniques, analysis frameworks, organizing intelligence
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---
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### 2. Battle Card (Sales Enablement)
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**Purpose**: Quick-reference competitive enablement for sales teams
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**Use when**:
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- Sales team faces competitor regularly
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- New competitive threat emerges
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- Need to improve win rates vs. specific competitor
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- Onboarding new sales reps
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**Key sections**:
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- Quick stats (foundational context)
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- When you'll face them (common scenarios)
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- Where we win (strengths with proof)
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- Where they win (their strengths + how to counter)
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- Common objections & responses
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- Discovery questions (uncover our advantages)
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- Proof points (customer stories, data)
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**Template**: `assets/battle-card-template.md`
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Sales-ready format, specific talk tracks, objection handling, proof points
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**Format**: 1-2 pages maximum (quick reference for calls)
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**Update frequency**: Immediately on competitor changes, monthly review
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**Comprehensive guide**: `references/battle-card-guide.md`
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Creating effective battle cards, sales enablement, training, maintenance, metrics
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---
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### 3. Positioning & Perceptual Mapping
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**Purpose**: Strategic market positioning and visual competitive landscape
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**Use when**:
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- Strategic planning (annual/quarterly)
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- Defining product strategy
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- Finding market white space
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- Developing messaging
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- Repositioning product
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**Key sections**:
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- Perceptual maps (visual market positioning)
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- Positioning statement (April Dunford framework)
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- Differentiation matrix
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- Value proposition map (jobs, pains, gains)
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- Strategic positioning grid
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- Brand positioning
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- Messaging framework
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**Template**: `assets/positioning-map-template.md`
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Perceptual mapping formats, positioning frameworks, differentiation analysis
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**Use cases**: Strategic planning, market entry, messaging development
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**Comprehensive guide**: `references/positioning-guide.md`
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Positioning frameworks, differentiation strategies, perceptual mapping, repositioning
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---
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## Choosing the Right Template
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**For strategic planning** → Use all three:
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1. Deep-dive analysis (understand landscape)
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2. Positioning map (define your position)
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3. Battle cards (enable execution)
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**For sales enablement** → Battle cards:
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- Quick reference during calls
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- Specific talk tracks and counters
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- Updated frequently
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**For product strategy** → Deep-dive + Positioning:
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- Feature gap analysis
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- Market white space
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- Differentiation strategy
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**For one competitor** → Start with deep-dive, then battle card
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**For market overview** → Positioning map first (landscape), then selective deep-dives
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---
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## Competitive Intelligence Process
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### 1. Gather Intelligence
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**Primary sources**:
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- Competitor website, demos, trials
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- Customer reviews (G2, Capterra, TrustRadius)
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- Win/loss interviews
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- Customer feedback
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**Secondary sources**:
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- Press releases, news
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- Job postings (strategic direction)
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- Social media, podcasts
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- Analyst reports
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**Source citation requirements:**
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- Document URL and access date for every source
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- Cite specific G2/Capterra reviews with links for user quotes
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- Note when information is unavailable: "[Pricing not public]"
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- Never fabricate data to fill intelligence gaps
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- Recommend additional research steps for missing data
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**Detailed guide**: `references/competitive-intel-guide.md`
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Research techniques, intelligence sources, ethical guidelines, source citation best practices
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---
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### 2. Analyze Patterns
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**Look for**:
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- Feature launch velocity (product strategy)
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- Market expansion signals
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- Pricing changes
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- Partnership announcements
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- Messaging shifts
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**Framework**: Use SWOT analysis
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- **Strengths**: What they do well (facts, evidence)
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- **Weaknesses**: Exploitable gaps (customer complaints, missing features)
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- **Opportunities** (for them): Anticipate their moves
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- **Threats** (to us): How they could hurt us
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---
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### 3. Act on Insights
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**Product decisions**:
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- Close critical gaps (table stakes)
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- Exploit weaknesses (differentiation)
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- Defend strengths (maintain advantage)
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**Positioning**:
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- Find defensible differentiation
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- Avoid head-to-head on their strengths
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- Position in category where you win
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**Sales enablement**:
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- Create battle cards (competitive situations)
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- Train on objection handling
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- Share win stories
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---
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## Positioning Frameworks
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### April Dunford's 5 Components
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Work through in this order:
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**1. Competitive Alternatives**: What would customers use if you didn't exist?
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**2. Unique Attributes**: What can you do that alternatives can't?
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**3. Value (Benefits)**: What do those unique attributes enable?
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**4. Target Customer**: Who cares most about that value?
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**5. Market Category**: What context makes your value obvious?
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**Example**:
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> For Series A B2B SaaS companies who need to scale pipeline without growing SDR headcount, [Product] is an AI-powered sales development platform that books 10x more qualified meetings. Unlike Salesforce which requires large SDR teams, we use AI to automate the entire top-of-funnel.
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**Complete framework**: `references/positioning-guide.md`
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Positioning strategies, differentiation, perceptual mapping, validation
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---
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### Perceptual Mapping
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**Purpose**: Visualize competitive landscape, find white space
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**Common axes**:
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- Price vs. Capabilities
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- Ease of Use vs. Power
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- Horizontal vs. Vertical
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- Self-serve vs. Enterprise
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**Strategic insights**:
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- White space (underserved segments)
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- Crowded areas (avoid competing)
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- Movement over time (strategic direction)
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**Template**: `assets/positioning-map-template.md`
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Multiple perceptual map formats, strategic analysis
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---
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## Battle Card Best Practices
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**Format**:
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- 1-2 pages maximum (quick reference)
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- Bullets, not paragraphs
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- Specific talk tracks (exact words)
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- Print-friendly
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**Content**:
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- Be honest about weaknesses (builds credibility)
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- Use customer language (outcomes, not features)
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- Include proof points (quotes, data, case studies)
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- Provide discovery questions (uncover advantages)
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**Maintenance**:
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- Update immediately on competitor changes
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- Monthly review, quarterly refresh
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- Sales feedback loop
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- Track win rates
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**Detailed guide**: `references/battle-card-guide.md`
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Creating, training, maintenance, metrics
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---
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## Organizing Competitive Intelligence
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### Repository Structure
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```
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/Competitive Intelligence
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/Competitor A
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- Deep-dive analysis.md
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- Battle card.md
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- Product screenshots/
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- Reviews analysis.md
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/Competitor B
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[Same structure]
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/Market Maps
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- Positioning map.md
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- Feature comparison.xlsx
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/Win-Loss Analysis
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- Quarterly summaries
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```
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### Update Cadence
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**Continuous**: Monitor for major changes (Google Alerts, RSS)
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**Monthly**:
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- Scan competitor websites, blogs, changelogs
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- Read recent reviews
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- Update battle cards if needed
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**Quarterly**:
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- Deep-dive analysis refresh
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- Win/loss review
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- Positioning assessment
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- Sales team competitive briefing
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**Detailed guide**: `references/competitive-intel-guide.md`
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Monitoring strategies, intelligence distribution
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---
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## Common Mistakes to Avoid
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**Feature parity obsession**:
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- Problem: Building everything competitors have
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- Fix: Focus on defensible differentiation
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**Outdated intelligence**:
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- Problem: Stale battle cards, wrong pricing
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- Fix: Regular update cadence, monitoring systems
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**Too comprehensive**:
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- Problem: 50-page analysis nobody reads
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- Fix: Right level of detail for audience (battle card vs. deep-dive)
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**Ignoring weaknesses**:
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- Problem: Only highlighting strengths
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- Fix: Honest assessment of trade-offs
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**Not using the intelligence**:
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- Problem: Analysis sits in drive, not actioned
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- Fix: Clear distribution, sales training, product impact
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---
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## For Solo Operators / Small Teams
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**Simplified approach**:
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**Focus**: 2-3 most important competitors only
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**Monthly routine** (2-3 hours):
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- Check competitor websites for changes
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- Read 5-10 recent G2 reviews
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- Scan their blog/changelog
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- Update battle card if needed
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**Quarterly deep-dive** (half day):
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- Full product trial
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- Read 20-30 reviews
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- Update positioning map
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- Refresh analysis doc
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**Templates to use**:
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- Battle card (1 page version)
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- Simplified positioning map
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- Lightweight deep-dive (key sections only)
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**Tools**:
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- Google Alerts (free monitoring)
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- Spreadsheet for tracking
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- Notion/Google Docs for documentation
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---
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## Templates and References
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### Assets (Ready-to-Use Templates)
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Copy-paste these for immediate use:
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- `assets/competitor-deep-dive-template.md` - Comprehensive competitive analysis
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- `assets/battle-card-template.md` - Sales enablement quick reference
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- `assets/positioning-map-template.md` - Strategic positioning & perceptual maps
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### References (Deep Dives)
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When you need comprehensive guidance:
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- `references/competitive-intel-guide.md` - Intelligence gathering, research, analysis
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- `references/battle-card-guide.md` - Creating effective battle cards, sales enablement
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- `references/positioning-guide.md` - Positioning frameworks, differentiation strategies
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---
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## Related Skills
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- `product-positioning` - Product positioning frameworks
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- `go-to-market-playbooks` - GTM and launch strategy
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- `roadmap-frameworks` - Product roadmaps
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- `market-sizing-frameworks` - Market opportunity assessment
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---
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## Quick Start
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**For your first competitive analysis**:
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1. Pick your top competitor
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2. Start with `assets/competitor-deep-dive-template.md`
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3. Research: Product trial, 20 reviews, website analysis
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4. Fill in template (focus on implications, not just facts)
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5. Create battle card using `assets/battle-card-template.md`
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6. Train sales team on battle card
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7. Set quarterly review cadence
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**For sales enablement**:
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1. Identify 2-3 competitors sales faces most
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2. Use `assets/battle-card-template.md`
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3. Gather: Win/loss data, sales objections, customer quotes
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4. Create 1-2 page battle cards
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5. Role-play objection handling with sales
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6. Update monthly based on field feedback
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**For strategic positioning**:
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1. Use `assets/positioning-map-template.md`
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2. Create perceptual map (choose relevant axes)
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3. Plot competitors
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4. Identify white space
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5. Define positioning using April Dunford framework
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6. Validate with customer research
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7. Update messaging and roadmap
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---
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**Key Principle**: Competitive intelligence informs strategy, not dictates it. Understand competitors to find your unique position and enable sales to win, not to copy or obsess over feature parity.
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