Website Competitive Comparison & Inclusion

Use this skill when the user wants to scrape a website for competitive comparison, market inclusion, or positioning vs. their company. Output is structured intel (similar / different / benefit from understanding / benefit from selling difference) and optionally a slide deck.

When to Use

• User asks to scrape a site and compare to their company (e.g. BrandedFlow).
• User mentions "competitive analysis," "inclusion step," "how we're similar/different," or "benefits from selling our difference."
• User wants a deck or one-pager from comparison results.

Workflow (Summary)

1. Gather target site — Scrape the target URL (and key subpages e.g. pricing, features).
2. Gather company context — Load positioning, pricing, and differentiators for the user's company.
3. Analyze — Fill the four-part structure: Similarities, Differences, Benefit from understanding, Benefit from selling difference.
4. Deliver — Written comparison; optionally generate a deck.

Details and templates are in reference.md.

Scraping the Target Site

• Preferred:

  mcp_web_fetch

  for main page and critical subpages (e.g. /pricing, /features). Fast and sufficient for messaging, features, pricing.
• If Apify MCP exposes Actor execution (e.g.

  call-actor

  ,

  search-actors

  ): Use an appropriate Actor for deeper or multi-page scrape; otherwise do not assume Apify can run Actors (some setups only expose docs tools).
• Fallback: Use browser MCP to navigate and capture content if fetch is blocked or JS-heavy.

Scrape at least: homepage, pricing page (if exists). Extract: value prop, features, pricing, audience, tone.

Company Context (BrandedFlow Default)

Load from repo (adjust paths if different company):

• Positioning & pricing:

  company/sales/PRICING_AND_SERVICES.md

• Operating brief:

  company/docs/reference/BRANDEDFLOW_OPERATING_BRIEF.md

• Brand/voice:

  company/brand/BRAND_GUIDELINES.md

  or

  company/docs/reference/BRAND_PHILOSOPHY.md

Use ContextStream

search()

for "company positioning" or "services offerings" if available; otherwise read the files above.

Four-Part Output Structure

Produce analysis under these four headings (see reference.md for full template):

Part	Purpose
A) Similarities	Where target and your company align (outcomes, features, audience, mindset).
B) Differences	Product vs service, buyer, pricing, implementation, positioning.
C) Benefit from understanding	How to use their language, handle objections, frame pricing, map features.
D) Benefit from selling the difference	Soundbites and angles to win deals (e.g. "We install flow; we don't sell software.").

Add a Summary / one-liner table: "When they say X → You say Y."

Optional: Generate a Deck

If the user wants a standout deck:

• Existing pattern:

  company/sales/clickfunnels-comparison-deck/

  — Node script using PptxGenJS; run

  npm install && npm run build

  ; output is written to

  company/sales/

  .
• Reuse approach: Clone or parameterize that script for a new competitor (replace title, slide text, keep structure: title → Similarities → Differences → Benefit from understanding → Benefit from selling difference → Close with "When they say / You say").
• New deck from scratch: Use PptxGenJS (see pptx skill); same 6-slide shape: title, A, B, C, D, close. Use company brand colors from

  company/brand/BRAND_GUIDELINES.md

  .

Deck output path: save to

company/sales/

with a clear name (e.g.

[Competitor]-vs-BrandedFlow-Standout-Intel.pptx

).

Directive Check (Workspace Rules)

If the workspace requires DOE/compliance:

• Directive:

  systems/doe-engine/directives/website-competitive-comparison-inclusion.md

  — read and follow it.
• Run directive check for the task; report "DIRECTIVE FOUND: website-competitive-comparison-inclusion.md" or "NO DIRECTIVE FOUND."
• Follow the directive's process (scrape → load context → analyze → optional deck) and outputs.

End of Task

• If a new competitor deck script is created, place it under

  company/sales/[competitor]-comparison-deck/

  and document in reference.md.
• State: "END-OF-TASK: Directive [updated/created/N/A]. Self-annealing [applied/N/A]."

Additional Resources

• Full workflow, template, and tool notes: reference.md
• Example deck generator:

  company/sales/clickfunnels-comparison-deck/build-deck.js