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:

1. Search for existing solutions
2. Identify companies explicitly targeting this problem
3. 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:

1. Place each competitor on the matrix
2. Identify clusters (crowded positions)
3. 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]

| Attribute | Value |
|-----------|-------|
| Positioning | [Their headline/tagline] |
| Target | [Who they serve] |
| Pricing | [Model and price points] |
| Strengths | [What they do well] |
| Weaknesses | [Gaps, complaints] |
| Threat Level | High/Medium/Low |

**Source:** [G2, website, etc.]

---

### [Competitor 2]

[Same structure]

---

### [Competitor 3]

[Same structure]

---

## Indirect Competitors

| Alternative | Type | How Used | Limitation |
|-------------|------|----------|------------|
| [Spreadsheets] | Manual | [How] | [Why inadequate] |
| [Platform X] | Adjacent | [How] | [Why inadequate] |
| [Agency Y] | Service | [How] | [Why inadequate] |

## 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

| Gap | Position | Why Valuable | Our Fit |
|-----|----------|--------------|---------|
| [Gap 1] | [Description] | [Demand signal] | High/Med/Low |
| [Gap 2] | [Description] | [Demand signal] | High/Med/Low |

## Recommended Position

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

## Competitive Response Prediction

| If We... | They Likely... | Our Counter |
|----------|----------------|-------------|
| Enter market | [Response] | [Strategy] |
| Win customers | [Response] | [Strategy] |
| [Specific move] | [Response] | [Strategy] |

## Competitive Intelligence Gaps

| Unknown | Why It Matters | How to Learn |
|---------|----------------|--------------|
| [Gap 1] | [Impact] | [Method] |
| [Gap 2] | [Impact] | [Method] |

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