Competitive-intelligence: скилл анализа конкурентов и рынка

--- name: competitive-intelligence description: | Competitive intelligence skill for analyzing competitive landscape, creating battlecards, and tracking competitor movements. trigger: | - Competitive analysis needed - Battlecard creation required - User requests "competitive intel" or "competitor analysis" skip_when: | - Pure market sizing → use market-analysis - Positioning work → use positioning-development (includes competitive) - Already have current competitive intel --- # Competitive Intelligence Comprehensive competitive analysis including landscape mapping, battlecards, and ongoing tracking. ## Purpose Competitive intelligence informs strategic decisions: - Positioning requires understanding competitive alternatives - Messaging requires competitive differentiation - Sales requires battlecards for objection handling - Strategy requires tracking competitor movements **Competitive intel should be refreshed regularly, not one-time.** ## Process ### Phase 1: Competitive Landscape Map the competitive ecosystem: ```markdown ## Competitive Landscape ### Competitor Categories | Category | Definition | Examples | |----------|------------|----------| | Direct | Same product category, same buyer | [Competitors] | | Indirect | Different product, same problem | [Alternatives] | | Potential | Could enter market | [Threats] | ### Competitor Profiles #### [Competitor 1 Name] **Overview:** - Company: [Description] - Founded: [Year] - Funding: [Amount/Stage] - Size: [Employees, Revenue if known] - HQ: [Location] **Product:** - Core offering: [Description] - Key features: [List] - Technology: [Stack if known] - Integrations: [Key integrations] **Market Position:** - Target segment: [Who they target] - Positioning: [How they position] - Pricing: [Model and price points] - Market share: [Estimate if available] **Strengths:** 1. [Strength 1] 2. [Strength 2] 3. [Strength 3] **Weaknesses:** 1. [Weakness 1] 2. [Weakness 2] 3. [Weakness 3] **Recent Activity:** - [Date]: [Activity/announcement] - [Date]: [Activity/announcement] #### [Competitor 2 Name] [Repeat structure] ``` ### Phase 2: Feature Comparison Detailed feature analysis: ```markdown ## Feature Comparison ### Feature Matrix | Feature Category | Feature | Us | Comp A | Comp B | Comp C | |-----------------|---------|-----|--------|--------|--------| | [Category 1] | [Feature 1] | YES/NO/PARTIAL | ... | ... | ... | | | [Feature 2] | YES/NO/PARTIAL | ... | ... | ... | | [Category 2] | [Feature 3] | YES/NO/PARTIAL | ... | ... | ... | | | [Feature 4] | YES/NO/PARTIAL | ... | ... | ... | ### Legend - YES: Full feature parity or better - PARTIAL: Feature exists but limited - NO: Feature not available - SUPERIOR: Feature advantage over competitors ### Unique Features **Our Unique Features:** | Feature | Competitive Advantage | Customer Value | |---------|----------------------|----------------| | [Feature 1] | [Why unique] | [Why customers care] | | [Feature 2] | [Why unique] | [Why customers care] | **Competitor Unique Features:** | Competitor | Feature | Threat Level | Our Response | |------------|---------|--------------|--------------| | [Comp A] | [Feature] | HIGH/MED/LOW | [How we counter] | | [Comp B] | [Feature] | HIGH/MED/LOW | [How we counter] | ``` ### Phase 3: Win/Loss Analysis Understand competitive dynamics: ```markdown ## Win/Loss Analysis ### Win Scenarios | Scenario | Why We Win | Key Proof Points | |----------|------------|------------------| | [Scenario 1] | [Reasons] | [Evidence] | | [Scenario 2] | [Reasons] | [Evidence] | | [Scenario 3] | [Reasons] | [Evidence] | ### Loss Scenarios | Scenario | Why We Lose | Improvement Needed | |----------|-------------|-------------------| | [Scenario 1] | [Reasons] | [Gap to address] | | [Scenario 2] | [Reasons] | [Gap to address] | | [Scenario 3] | [Reasons] | [Gap to address] | ### Head-to-Head Analysis | Competitor | Win Rate | Common Win Reasons | Common Loss Reasons | |------------|----------|-------------------|---------------------| | [Comp A] | X% | [Reasons] | [Reasons] | | [Comp B] | X% | [Reasons] | [Reasons] | | [Comp C] | X% | [Reasons] | [Reasons] | ### Competitive Triggers **When to Engage:** - [Signal that indicates opportunity] - [Signal that indicates opportunity] **When to Walk Away:** - [Signal that indicates poor fit] - [Signal that indicates poor fit] ``` ### Phase 4: Battlecards Create sales enablement: ```markdown ## Battlecards ### Battlecard: [Competitor Name] **Quick Facts** | Attribute | Value | |-----------|-------| | Company | [Name] | | HQ | [Location] | | Founded | [Year] | | Funding | [Amount] | | Employees | [Count] | | Pricing | [Range] | **Their Positioning** > "[Their tagline or positioning statement]" **Their Strengths (What They'll Say)** 1. [Strength 1] 2. [Strength 2] 3. [Strength 3] **Their Weaknesses (What They Won't Say)** 1. [Weakness 1] 2. [Weakness 2] 3. [Weakness 3] **Why Customers Choose Them** - [Reason 1] - [Reason 2] **Why Customers Choose Us Instead** - [Reason 1] - [Reason 2] **Objection Handling** | Their Claim | Our Response | Proof Point | |-------------|--------------|-------------| | "[Claim 1]" | [Response] | [Evidence] | | "[Claim 2]" | [Response] | [Evidence] | | "[Claim 3]" | [Response] | [Evidence] | **Landmines to Set** - Question to ask: "[Question that exposes their weakness]" - Question to ask: "[Question that highlights our strength]" **Trap Questions They'll Set** - "[Question]" → Our response: "[How to handle]" - "[Question]" → Our response: "[How to handle]" **Win Strategy** 1. [First step] 2. [Second step] 3. [Close approach] [Repeat for each major competitor] ``` ### Phase 5: Tracking and Updates Establish ongoing intelligence: ```markdown ## Competitive Tracking ### Monitoring Sources | Source | Type | Frequency | Owner | |--------|------|-----------|-------| | [Source 1] | News/Social/Product | Daily/Weekly | [Owner] | | [Source 2] | News/Social/Product | Daily/Weekly | [Owner] | | [Source 3] | News/Social/Product | Daily/Weekly | [Owner] | ### Alert Triggers | Trigger | Action | Owner | |---------|--------|-------| | New funding announcement | Update battlecard, assess threat | [Owner] | | Major feature launch | Feature comparison update | [Owner] | | Pricing change | Pricing analysis update | [Owner] | | Key hire/departure | Profile update | [Owner] | | Acquisition/partnership | Strategy reassessment | [Owner] | ### Update Cadence | Deliverable | Frequency | Owner | |-------------|-----------|-------| | Battlecard refresh | Monthly | [Owner] | | Feature matrix update | Quarterly | [Owner] | | Full competitive review | Bi-annually | [Owner] | | Ad-hoc alerts | As needed | [Owner] | ### Intelligence Gaps | Gap | Impact | Plan to Address | |-----|--------|-----------------| | [Gap 1] | HIGH/MED/LOW | [How to fill] | | [Gap 2] | HIGH/MED/LOW | [How to fill] | ``` ## Output Format ```markdown # Competitive Intelligence: [Market/Product] ## Executive Summary - **Primary Competitors:** [Top 3] - **Competitive Position:** [Strong/Moderate/Weak] - **Key Differentiator:** [Primary advantage] - **Biggest Threat:** [Primary concern] ## Competitive Landscape [Phase 1 output] ## Feature Comparison [Phase 2 output] ## Win/Loss Analysis [Phase 3 output] ## Battlecards [Phase 4 output] ## Tracking Plan [Phase 5 output] ## Recommendations 1. **Positioning Implications:** [What this means for positioning] 2. **Product Gaps:** [Features to prioritize] 3. **Sales Enablement:** [Training/tools needed] 4. **Watch List:** [Competitors to monitor closely] ## Last Updated - **Date:** [Date] - **Owner:** [Name] - **Next Review:** [Date] ``` ## Blocker Criteria | Blocker | Action | |---------|--------| | No competitor data available | STOP. Cannot analyze without data. Research required. | | Competitor set unclear | STOP. Define competitive frame before analysis. | | Data significantly outdated | STOP. Refresh data before proceeding. | | Conflicting competitive claims | STOP. Verify with multiple sources. | ## Anti-Rationalization Table See [shared-patterns/anti-rationalization.md](../shared-patterns/anti-rationalization.md) for universal anti-rationalizations. ### Gate-Specific Anti-Rationalizations | Rationalization | Why It's WRONG | Required Action | |-----------------|----------------|-----------------| | "We don't have competitors" | Every product has alternatives, including doing nothing | **Identify all alternatives** | | "We know our competitors" | Assumptions miss updates and nuance | **Systematic analysis required** | | "Battlecards are just for sales" | Competitive intel informs all GTM | **Create comprehensive intel** | | "Competition is irrelevant" | Market context always matters | **Analyze regardless of lead** | ## Pressure Resistance See [shared-patterns/pressure-resistance.md](../shared-patterns/pressure-resistance.md) for universal pressure scenarios. ### Gate-Specific Pressures | Pressure Type | Request | Agent Response | |---------------|---------|----------------| | "Quick competitive scan" | "Just list competitors" | "Lists without analysis miss insights. Completing full analysis." | | "Focus on weak competitors" | "Only analyze ones we beat" | "Strong competitors inform strategy. Analyzing all." | | "Skip the battlecards" | "Sales can figure it out" | "Sales enablement drives wins. Creating battlecards." | ## Execution Report Base metrics per [shared-patterns/execution-report.md](../shared-patterns/execution-report.md): | Metric | Value | |--------|-------| | Duration | Xm Ys | | Iterations | N | | Result | PASS/FAIL/PARTIAL | ### Gate-Specific Details - competitors_profiled: N - features_compared: N - battlecards_created: N - sources_referenced: N - intelligence_gaps: N - update_cadence_defined: YES/NO