competitor-analysis: Скилл для профессионального анализа конкурентов

--- name: competitor-analysis description: Competitive analysis skill based on Zhang Zaiwang's methodology. Provides systematic competitive analysis framework, tools and templates to help users conduct professional competitive analysis. metadata: openclaw: emoji: "📊" category: "business-analysis" author: "Zhang Zaiwang" capers@qq.com book: "Effective Competitive Analysis: Essential Methodology for Good Products" version: "1.0.0" --- # Competitive Analysis Skill (Zhang Zaiwang Methodology) Based on Zhang Zaiwang's "Effective Competitive Analysis" methodology, providing a complete competitive analysis framework, tools and templates. ## Core Principles 1. **Know yourself and know your enemy, and you can fight a hundred battles without defeat** - Competitive analysis is the foundation of product competition 2. **Co-opetition mindset** - A new perspective that combines competition and cooperation 3. **Right intention, taking advantage, clear approach, excellent techniques, united people, practice** - Complete analysis philosophy 4. **6-step competitive analysis** - Systematic operation process ## 🎯 Skill Usage Guide ### **Key Principle: Start with the end in mind, goal-driven** **Before using this skill, you must first clarify the analysis goal.** Without a clear goal, competitive analysis will lose direction and become meaningless information stacking. ### **Interactive Startup Process** When users request competitive analysis, if the following key information is not clear, **you must first ask the user**: #### **6 Key Questions (Competitive Analysis Starting Point):** 1. **For which product is the competitive analysis being done?** - Clarify the analysis object 2. **Which stage is the product currently in?** - Confirm the development stage (planning/development/operation) 3. **What are the main problems and challenges facing the current product?** - Diagnose core issues 4. **What is the purpose of doing competitive analysis?** - Determine analysis intent (decision support/learning reference/market early warning) 5. **What are the specific goals of competitive analysis?** - Set measurable goals 6. **What is the output deliverable?** - Clarify expected deliverables ### **Why is goal clarity so important?** | Goal Clarity | Analysis Effect | Resource Efficiency | Decision Value | |-------------|----------------|---------------------|----------------| | **Clear Goal** | Precise analysis, hitting the key points | Efficient use of resources | Sufficient decision basis | | **Ambiguous Goal** | General analysis, unclear focus | Partial resource waste | Limited decision reference | | **Missing Goal** | Disorganized analysis, wrong direction | Significant resource waste | Low decision value | ### **Quick Start Suggestions** 1. **For simple needs**: Directly ask the 6 key questions 2. **For complex projects**: Use `goal-clarification-template.md` for systematic sorting 3. **For team collaboration**: Organize goal alignment meetings to reach consensus **Remember:** The time spent on goal clarification will be doubled in subsequent analysis. ## Knowledge System Architecture ``` Tao (Philosophy) ├── Know yourself and know your enemy ├── Co-opetition mindset └── Right intention, taking advantage, clear approach, excellent techniques, united people, practice Fa (Process) └── 6-step competitive analysis Shu (Methods) ├── Comparison method, matrix analysis, competitive tracking matrix ├── Function decomposition, demand exploration ├── PEST analysis, Porter's Five Forces model ├── SWOT analysis └── Add-subtract-multiply-divide Qi (Tools) ├── Lean Canvas ├── Competitive Canvas └── Strategy Canvas Li (Cases) └── Complete case analysis Jian (Practice) └── Practice session ``` ## 6-Step Competitive Analysis (Core Process) ### Step 1: Clarify Goals - Start with the end in mind (Most critical step) **Core concept:** Start with the end in mind, goal-driven. Without a clear goal, competitive analysis will lose direction and become meaningless information stacking. #### **Interactive Goal Clarification Process** **When users request competitive analysis, if the following information is not clear, you must first ask:** **1. Analysis Object Clarification** - **Key question:** For which product/service/feature is the competitive analysis being done? - **Follow-up points:** - Product name and version - If it's a new idea, please describe the core concept - Who is the target user group? **2. Development Stage Confirmation** - **Key question:** Which stage is the product currently in? - **Option explanations:** - **Planning stage:** The product is still in the concept stage, need to verify market feasibility - **Development stage:** The product is being developed, need design references and function借鉴 - **Operation stage:** The product has been launched, need optimization and competitive strategy **3. Problem Diagnosis** - **Key question:** What are the main problems and challenges facing the current product? - **Question directions:** - User growth issues? Retention issues? Payment conversion issues? - Market competition pressure? Technical bottlenecks? Resource constraints? - Brand awareness? User experience issues? **4. Analysis Purpose Determination** - **Key question:** What is the purpose of doing competitive analysis? - **Purpose types:** - **Decision support:** Provide basis for product decisions (market entry, feature priority, investment decisions, etc.) - **Learning reference:** Learn from competitors' advantages, avoid pitfalls (function design, user experience, operation strategy, etc.) - **Market early warning:** Monitor market changes, warn of competitive threats (new competitors, policy changes, technical trends, etc.) **5. Specific Goal Setting** - **Key question:** What are the specific goals of competitive analysis? - **Goal examples:** - "Find product differentiated positioning, increase market share by 5%" - "Optimize core function experience, reduce user churn rate by 10%" - "Evaluate market entry feasibility, develop product roadmap" - "Learn from competitor operation strategies, improve user activity" **6. Output Deliverable Clarification** - **Key question:** What is the expected output deliverable? - **Deliverable types:** - Complete competitive analysis report - Key findings summary (1-2 pages) - Function comparison matrix - Strategic recommendation list - Implementation roadmap #### **Importance of Goal Clarity** **How goals affect subsequent analysis:** | Analysis Goal | Competitor Selection Focus | Analysis Dimension Focus | Tool Selection | |--------------|---------------------------|-------------------------|---------------| | **Market entry decision** | Market leaders + potential competitors | Market size + competitive landscape + business model | Porter's Five Forces + Lean Canvas | | **Function design reference** | Excellent products with similar functions | Function details + user experience + technical implementation | Function decomposition + user experience evaluation | | **Competitive strategy formulation** | Direct competitors | Advantage/disadvantage comparison + user feedback | SWOT analysis + Strategy Canvas | | **Learning reference** | Industry benchmarks + innovators | Best practices + innovation points | Case study + model analysis | #### **Common Mistakes to Avoid** ❌ **Mistake:** Skip goal clarification, start analysis directly ✅ **Correct:** Spend 30% of time clarifying goals to ensure correct analysis direction ❌ **Mistake:** Goals are too broad (e.g., "understand the market") ✅ **Correct:** Goals are specific and measurable (e.g., "find 3 differentiated opportunity points") ❌ **Mistake:** Do not distinguish analysis purposes, use the same method ✅ **Correct:** Customize analysis methods and depth based on purpose #### **Goal Clarity Checklist** Before starting analysis, confirm the following issues are clear: - [ ] Analysis object is clear and specific - [ ] Development stage has been confirmed - [ ] Core issues have been identified - [ ] Analysis purpose has been determined - [ ] Specific goals are measurable - [ ] Output deliverables are expected **Tool:** First part of Competitive Canvas + Goal Clarification Template (see templates/) ### Step 2: Select Competitors - Careful Selection **Competitor classification:** - Brand competitors: Same product form and target user group, different brands - Category competitors: Different product forms, similar target user groups - Substitutes: Different products that meet the same needs - Reference products: Products worth learning from **Selection principles:** 1. Initial selection: Preliminary selection based on analysis purpose 2. Refined selection: Focus on 3 or so key competitors for in-depth analysis 3. Dynamic adjustment: Regular review, pay attention to market changes **Tool:** Second part of Competitive Canvas ### Step 3: Determine Analysis Dimensions - Multi-dimensional Perspective **Product perspective (factors affecting product success):** 1. Function 2. User experience design 3. Team background 4. Technology 5. Market promotion 6. Strategic positioning 7. User situation 8. Profit model 9. Layout planning **User perspective ($APPEALS framework):** 1. $-Price 2. A-Availability 3. P-Packaging 4. P-Performance 5. E-Easy to Use 6. A-Assurances 7. L-Life Cycle of Cost 8. S-Social Acceptance **Selection principles:** - Select based on competitive analysis goals - Adjust focus based on product type - Focus based on key success factors **Tool:** Third part of Competitive Canvas ### Step 4: Collect Competitor Information - Comprehensive Collection **Information source classification:** 1. **Competitor official public information** - Official website, official Weibo, official account - Media reports, CEO interviews - Product downloads, documents, FAQ, user forums - Product launch events, exhibitions - Company financial reports, recruitment advertisements 2. **Third-party channels** - Industry media, industry associations - Industry summits, trade shows - Internal company channels (sales, marketing, operations, etc.) - Third-party evaluation agencies, databases - Search engines, patent agencies 3. **First-hand information** - Personal experience - On-site inspection - User interviews, questionnaires - Reverse engineering (within legal scope) **Information rating standards:** - Level A: Completely reliable, authoritative source - Level B: Usually reliable, occasional errors - Level C: Not very reliable, needs verification - Level D: Unreliable, for reference only - Level E: Cannot evaluate reliability **Tool:** Fourth part of Competitive Canvas ### Step 5: Information Organization and Analysis - Detailed Analysis **Analysis method toolbox:** 1. **Comparison method** - Check comparison method (function comparison) - Rating comparison method (user experience evaluation) - Description comparison method (detailed comparison) 2. **Matrix analysis method** - Two-dimensional matrix analysis of product positioning - Discover market gap opportunities 3. **Competitive tracking matrix** - Track competitor historical versions - Predict competitor next moves 4. **Function decomposition** - Decompose by menu navigation - Decompose by usage process - Decompose by interactive operation 5. **Demand exploration (5Why analysis)** - Solution-level demand → Problem-level demand → Human nature-level demand - Explore the real needs behind functions 6. **PEST analysis (macro environment)** - Politics - Economy - Society - Technology 7. **Porter's Five Forces model (industry environment)** - Industry competitors - Threat of potential entrants - Threat of substitutes - Bargaining power of suppliers - Bargaining power of buyers 8. **SWOT analysis** - Strengths - Weaknesses - Opportunities - Threats **Analysis framework: Sky·Rain·Umbrella** - Sky = Facts (current situation) - Rain = Explanation (interpretation of the situation) - Umbrella = Action (conclusions drawn from the explanation) **Tool:** Fifth to eighth parts of Competitive Canvas ### Step 6: Summary Report - Value-driven **Competitive strategy types:** 1. **SWOT-based competitive strategy** - SO strategy: Leverage strengths, seize opportunities (growth type) - WO strategy: Utilize opportunities, overcome weaknesses (turnaround type) - ST strategy: Leverage strengths, avoid threats (diversification type) - WT strategy: Reduce weaknesses, avoid threats (defensive type) 2. **Porter's competitive strategy** - Focus strategy - Cost leadership strategy - Differentiation strategy 3. **"Copy-Surpass-Profit" methodology** - Copy: Learn and reference - Surpass: Surpass and innovate - Profit: Commercial success 4. **Judo strategy (small companies dealing with giants)** - Movement principle: Avoid direct conflict - Balance principle: Utilize opponent's scale - Leverage principle: Turn opponent's advantage into disadvantage 5. **Disruptive innovation** - New market disruption - Low-end disruption **Report structure:** 1. Executive summary 2. Market overview 3. In-depth competitor analysis 4. Comparative analysis 5. Strategic recommendations **Tool:** Ninth part of Competitive Canvas ## Three Core Tools ### 1. Lean Canvas (Business Model Analysis) **9 modules:** 1. Problem 2. Customer segments 3. Unique value proposition 4. Solution 5. Channels 6. Key metrics 7. Competitive barriers 8. Cost analysis 9. Revenue analysis **Function:** Establish product global view, analyze business model ### 2. Competitive Canvas (Competitive Analysis Template) **9 parts:** 1. Competitive analysis goals 2. Select competitors 3. Determine analysis dimensions 4. Collect competitor information 5. Strengths 6. Weaknesses 7. Opportunities 8. Threats 9. Summary and recommendations **Function:** Quick start for beginners, low-cost idea validation ### 3. Strategy Canvas (Differentiation Innovation) **Usage steps:** 1. List main competitive elements 2. Draw competitor value curves 3. Apply "add-subtract-multiply-divide" 4. Draw differentiated value curves **Add-subtract-multiply-divide:** - Add: Add new elements - Subtract: Reduce unnecessary elements - Multiply: Innovatively enhance - Divide: Remove redundant elements **Function:** Product differentiation innovation, find blue ocean market ## Network Engineering Special Perspective For network engineering related products, additional attention to: ### Technical dimensions - **Architecture analysis:** Distributed, cloud-native, microservices - **Performance indicators:** Latency, throughput, availability, SLA - **Security:** Encryption, authentication, access control, compliance - **Integration capability:** API design, SDK quality, ecosystem - **Operation and maintenance support:** Monitoring alerts, automation, document quality ### Market dimensions - **Technical trends:** SDN/NFV, 5G, edge computing, zero trust - **Standard compatibility:** Industry standards, protocol support, interoperability - **Customer types:** Operators, enterprises, government, cloud service providers - **Procurement process:** Bidding, POC testing, technical evaluation ## Execution Guide ### Quick Start Template ``` # Competitive Analysis Quick Start 1. Fill in Competitive Canvas (30 minutes) - Clarify analysis goals - Select 3 key competitors - Determine core analysis dimensions 2. Information collection (2-4 hours) - Official information collection - Personal product experience - User feedback research 3. Preliminary analysis (2 hours) - Function comparison table - Preliminary SWOT analysis - Key findings summary 4. In-depth analysis (as needed) - Lean Canvas analysis - Strategy Canvas differentiation - Complete report writing ``` ### Common Mistakes to Avoid 1. ❌ Only analyze functions, ignore business model 2. ❌ Subjective bias, only collect favorable information 3. ❌ Information listing, lack of in-depth analysis 4. ❌ Vague recommendations, lack of operability 5. ❌ Static analysis, ignore dynamic changes 6. ❌ Homogeneous analysis, lack of differentiated perspective ### Success Keys 1. ✅ Start with the end in mind, clear goals 2. ✅ Multi-dimensional perspective, comprehensive analysis 3. ✅ Deep excavation, explore needs 4. ✅ Dynamic tracking, continuous update 5. ✅ Value-driven, actionable recommendations 6. ✅ Team collaboration, consensus building ## Output Templates ### Competitive Analysis Report Structure ``` 1. Executive Summary - Analysis purpose and scope - Key findings - Key recommendations 2. Market Overview - Market size and growth - Market segmentation - Main player landscape 3. In-depth Competitor Analysis - Competitor A: Business model + product analysis - Competitor B: Business model + product analysis - Competitor C: Business model + product analysis 4. Comparative Analysis - Function comparison matrix - User experience rating - Business model comparison - Comprehensive SWOT analysis 5. Strategic Recommendations - Differentiated positioning suggestions - Competitive strategy selection - Product roadmap suggestions - Risks and countermeasures Appendix: - Raw data tables - Detailed function decomposition - User research questionnaire - Reference list ``` ## Skill Usage Scenarios ### When to use this skill 1. **Product planning stage:** Market entry decision, product positioning 2. **Product design stage:** Function design reference, user experience optimization 3. **Market competition stage:** Competitive strategy formulation, differentiated positioning 4. **Learning and improvement stage:** Industry research, product sense cultivation 5. **Investment decision stage:** Project evaluation, due diligence ### Suitable for - Product managers, product planning personnel - Marketing managers, operation personnel - Entrepreneurs, investors - Strategic planning personnel - Relevant personnel who need to do competitive analysis ## Practical Exercises ### Practice session 1. **Select your product:** Select a product you are familiar with or working on 2. **Fill in Competitive Canvas:** Complete filling according to 6 steps 3. **Apply analysis tools:** Use at least 3 analysis methods 4. **Output analysis report:** Write a complete competitive analysis report 5. **Team discussion:** Communicate with colleagues and get feedback ### Continuous improvement 1. **Regular review:** Update competitive analysis quarterly 2. **Dynamic tracking:** Establish competitive tracking matrix 3. **Method iteration:** Optimize analysis methods based on practice 4. **Knowledge precipitation:** Establish competitive analysis knowledge base --- **Remember:** Competitive analysis is not a one-time task, but a continuous process. Through systematic methodology and tools, turn competitive analysis into the core competitiveness of the product. **Data source:** Zhang Zaiwang "Effective Competitive Analysis: Essential Methodology for Good Products", China Machine Press.