Competitive Analyzing

Map competitive landscape and identify positioning opportunities.

Canvas Files

• Reads: 01.context.md (industry dynamics), 04.segments.md (target segment), 05.problem.md (problems being solved)

• Writes: 06.competitive.md

Prerequisites

Before competitive analysis:

• strategy/canvas/05.problem.md must exist (problems define competitive frame)

• strategy/canvas/04.segments.md should exist (segment defines competitive context)

If missing:

"Competitive analysis requires problem definition from 05.problem.md.

Competition is framed by what problems you solve for whom.

Run fnd.r-scoring-problems skill or fnd-researcher agent first."

Process

Step 1: Load Context

Read from canvas:

• Problems from 05.problem.md — What problems are we solving?

• Segment from 04.segments.md — Who are we solving for?

• Industry from 01.context.md (if exists) — Industry dynamics

Step 2: Identify Direct Competitors

Direct competitors solve the same problem for the same segment with a similar solution.

For each problem in 05.problem.md:

• Search for existing solutions

• Identify companies explicitly targeting this problem

• Note their positioning, pricing, and target segment

Search queries:

• "[Problem] software"

• "[Problem] solution for [segment]"

• "[Segment] [problem] tools"

• "Alternative to [known competitor]"

Data sources:

• G2, Capterra, Product Hunt

• Crunchbase (funding, positioning)

• Company websites (messaging, pricing)

• LinkedIn (company size, hiring)

Step 3: Identify Indirect Competitors

Indirect competitors solve the same problem with a different approach OR serve adjacent needs.

Categories:

Type Example

Manual process Spreadsheets, email, paper

Adjacent product Feature in larger platform

Service provider Consultants, agencies

DIY solution Internal tools, scripts

Status quo Do nothing

Step 4: Profile Each Competitor

For direct competitors, capture:

Attribute Source

Positioning Website headline, tagline

Target segment Website copy, case studies

Pricing model Pricing page

Price points Pricing page, G2

Key differentiators Features page, comparisons

Weaknesses G2 reviews, Reddit, complaints

Funding/size Crunchbase, LinkedIn

Growth signals Hiring, news, product launches

Step 5: Build Positioning Matrix

Create 2x2 positioning map:

Choose axes that matter to buyers:

Axis Option When to Use

Price (low/high) Price-sensitive market

Complexity (simple/complex) Workflow-heavy products

Target (SMB/Enterprise) Clear segment splits

Approach (AI/Manual) Technology differentiation

Breadth (Point/Platform) Build vs. buy decisions

Map competitors:

• Place each competitor on the matrix

• Identify clusters (crowded positions)

• Find white space (unoccupied positions)

Step 6: Identify Positioning Gaps

Gaps are unoccupied or underserved positions:

Gap Type Signal Opportunity

Price gap No option between $X and $Y Mid-market play

Feature gap Problem partially solved Complete solution

Segment gap Underserved buyer type Focused positioning

Approach gap Old technology dominant Modern alternative

Experience gap All options complex Simplicity play

Validate gaps:

• Is the gap intentional (unviable) or overlooked?

• Is there demand for this position?

• Can we credibly occupy this position?

Step 7: Assess Competitive Threats

For top 3-5 competitors:

Threat Assessment

Response speed How fast can they copy us?

Resource advantage Funding, team, distribution

Switching costs How locked-in are their users?

Brand strength Trust, recognition

Expansion likelihood Are they moving toward us?

Threat level:

• High: Well-funded, fast, overlapping roadmap

• Medium: Capable but distracted or slow

• Low: Resource-constrained, different focus

Step 8: Write Output

Write to strategy/canvas/06.competitive.md using output format below.

Output Format

06. Competitive Landscape

Competitive Frame

Problem being solved: [From 05.problem — primary problem] Segment served: [From 04.segments — primary segment] Category: [Market category name]

Direct Competitors

[Competitor 1]

Source: [G2, website, etc.]

[Competitor 2]

[Same structure]

[Competitor 3]

[Same structure]

Indirect Competitors

Positioning Matrix

Axes:

• X-axis: [Dimension 1] (low → high)
• Y-axis: [Dimension 2] (low → high)

Map:

      HIGH [Dimension 2]
            │

[Competitor A] │ [Competitor B] │

LOW ────────────────┼──────────────── HIGH [Dimension 1] │ [Dimension 1] │ [Gap: ?] │ [Competitor C] │ LOW [Dimension 2]

Positioning Gaps

Recommended Position

Position: [Specific position statement] Rationale: [Why this gap + why we can own it]

Competitive Response Prediction

Competitive Intelligence Gaps

Quality Criteria

Before finalizing, verify:

• At least 3 direct competitors profiled

• Indirect competitors documented

• Positioning matrix has clear axes

• At least 1 actionable gap identified

• Threat assessment for top competitors

• Recommended position stated

Competitor Profile Template

Quick capture format for research:

[Competitor Name]

Website: [URL] Founded: [Year] Funding: $[X] ([Stage]) Size: [Employees]

Positioning: "[Their tagline]" Target: [Segment] Pricing: [Model] — $[X]-$[Y]

Strengths:

• [Strength 1]
• [Strength 2]

Weaknesses (from reviews):

• [Weakness 1]
• [Weakness 2]

Recent moves:

• [News, launches, hires]

Boundaries

• Does NOT predict competitor strategy with certainty

• Does NOT guarantee positioning gap is viable

• Does NOT validate market demand for gap

• Competitor data is point-in-time — markets shift

• Review complaints are selection-biased

• Does NOT handle patent/IP competitive analysis

• Requires problem definition before meaningful analysis

• Positioning recommendation is hypothesis until validated