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openclaw skills install @1kalin/afrexai-competitive-intelCompetitive Intel
Complete competitive intelligence system — market mapping, product teardowns, pricing intel, win/loss analysis, battlecards, and strategic monitoring. Goes far beyond SEO to cover the full business landscape.
Competitive Intelligence Engine
A complete system for understanding, tracking, and outmaneuvering competitors. Covers market mapping, product analysis, pricing intelligence, sales battlecards, win/loss analysis, and ongoing monitoring.
When to Use
- Entering a new market or launching a product
- Losing deals to competitors and need to understand why
- Quarterly strategy reviews
- Pricing decisions (new product or adjustment)
- Sales team needs competitive talking points
- M&A due diligence on a target or acquirer
- Investor pitch prep (show you understand the landscape)
- Content strategy informed by competitor gaps
Phase 1: Market Mapping
1.1 Competitor Identification
Classify every competitor into one of four tiers:
| Tier | Definition | Example | Monitoring Frequency |
|---|---|---|---|
| Direct | Same product, same buyer | Your closest rivals | Weekly |
| Adjacent | Different product, overlapping buyer | Platform expanding into your space | Bi-weekly |
| Indirect | Different solution to same problem | Spreadsheets replacing your SaaS | Monthly |
| Emerging | Early-stage, same vision | YC startups in your category | Monthly |
Discovery Methods
Search these sources systematically:
- Google: "[your category] software/tool/service" — note top 10 organic + ads
- G2/Capterra/TrustRadius: Your category page — note top 10 by reviews
- Product Hunt: Search your keywords — sort by votes
- Crunchbase: Search your category — filter funded companies
- LinkedIn: "[competitor name]" company pages — note employee count trends
- Reddit/HN: "alternative to [leader]" or "[category] recommendations"
- Customer interviews: "Who else did you evaluate?"
- Lost deal notes: Who did you lose to and why?
Market Map YAML
market_map:
category: "[Your Category]"
date: "YYYY-MM-DD"
total_addressable_market: "$XB"
competitors:
- name: "Competitor A"
tier: "direct"
website: "https://..."
founded: 2019
funding: "$50M Series B"
estimated_revenue: "$10-20M ARR"
employee_count: 150
employee_trend: "growing" # growing | stable | shrinking
hq: "San Francisco, CA"
key_customers: ["Customer 1", "Customer 2"]
primary_market: "mid-market" # smb | mid-market | enterprise
positioning: "All-in-one platform for X"
strengths: ["Feature A", "Strong brand"]
weaknesses: ["Expensive", "Slow support"]
threat_level: "high" # low | medium | high | critical
notes: ""
Phase 2: Product Teardown
2.1 Feature Matrix
For each direct competitor, build a feature comparison:
feature_matrix:
last_updated: "YYYY-MM-DD"
categories:
- name: "Core Features"
features:
- name: "Feature X"
us: "full" # none | partial | full | superior
competitor_a: "full"
competitor_b: "partial"
weight: 5 # 1-5 importance to buyer
notes: "We have deeper customization"
- name: "Feature Y"
us: "none"
competitor_a: "full"
competitor_b: "full"
weight: 3
notes: "On our roadmap for Q3"
- name: "Integrations"
features:
- name: "Salesforce"
us: "full"
competitor_a: "partial"
weight: 4
2.2 Product Teardown Template
For each major competitor, conduct a structured teardown:
## [Competitor Name] Product Teardown
**Date:** YYYY-MM-DD
**Analyst:** [name]
### First Impressions (0-5 min)
- Homepage messaging: What problem do they lead with?
- Sign-up friction: How many steps? What info required?
- Time to value: How fast can you DO something?
- Design quality: Modern, dated, cluttered, clean?
### Onboarding (5-30 min)
- Guided tour? Checklist? Video? Nothing?
- Sample data provided? Sandbox mode?
- How quickly did you feel competent?
- What confused you?
### Core Workflow
- Complete their primary use case end-to-end
- Note: steps required, clicks per task, speed, error handling
- Screenshot key screens
### Differentiators
- What can they do that we can't? (be honest)
- What's their "magic moment"?
- What do their happiest customers praise? (check G2 reviews)
### Weaknesses
- Where did you get stuck?
- What felt missing or half-baked?
- What do their angriest customers complain about? (check G2 1-2 star reviews)
### Pricing vs Value
- What plan would a typical customer need?
- Price per user/month at that tier?
- Any hidden costs (implementation, support, integrations)?
- Free trial? Freemium? Money-back guarantee?
### Technical Assessment
- Stack: (check Wappalyzer, BuiltWith, job postings)
- API: Public? REST/GraphQL? Rate limits? Docs quality?
- Mobile: Native app? Responsive web? PWA?
- Performance: Page load speed, UI responsiveness
- Uptime: Status page? Historical incidents?
2.3 UX Scoring Rubric
Score each competitor's product (0-10 per dimension):
| Dimension | What to Evaluate | Weight |
|---|---|---|
| Ease of Setup | Time to first value, onboarding friction | 15% |
| Core UX | Primary workflow efficiency, intuitiveness | 25% |
| Feature Depth | Covers edge cases, power user needs | 20% |
| Reliability | Uptime, bugs encountered, error handling | 15% |
| Integrations | Ecosystem breadth, API quality | 10% |
| Support | Response time, quality, self-serve resources | 10% |
| Mobile | Native quality, feature parity | 5% |
Total = weighted sum. Compare across competitors.
Phase 3: Pricing Intelligence
3.1 Pricing Comparison Table
pricing_intel:
date: "YYYY-MM-DD"
competitors:
- name: "Us"
model: "per-seat" # per-seat | usage | flat | hybrid | freemium
entry_price: "$29/user/mo"
mid_price: "$79/user/mo"
enterprise_price: "Custom"
free_tier: true
free_limits: "5 users, 1000 records"
annual_discount: "20%"
contract_required: false
implementation_fee: "$0"
hidden_costs: []
- name: "Competitor A"
model: "per-seat"
entry_price: "$49/user/mo"
mid_price: "$99/user/mo"
enterprise_price: "Custom ($150+/user)"
free_tier: false
annual_discount: "15%"
contract_required: true # annual minimum
implementation_fee: "$5,000"
hidden_costs: ["API access on enterprise only", "SSO $50/user extra"]
3.2 Price Positioning Analysis
Answer these questions:
- Where do we sit? Map all competitors on a 2x2: Price (low→high) vs Feature depth (basic→advanced)
- Who's cheapest? At 10 users? 50 users? 200 users? (pricing often crosses over at scale)
- Total Cost of Ownership: Include implementation, training, migration, hidden fees
- Value ratio: Features-per-dollar compared to each competitor
- Pricing trend: Are competitors raising prices? (check Wayback Machine on /pricing)
- Discount behavior: Do they discount aggressively in deals? (ask sales team, check G2 reviews mentioning price)
3.3 Pricing Strategy Recommendations
Based on analysis, recommend one of:
| Strategy | When to Use | Risk |
|---|---|---|
| Premium | Clearly superior product + brand | Losing price-sensitive deals |
| Parity | Similar product, compete on other axes | Race to bottom |
| Penetration | New entrant, need market share fast | Perception of low quality |
| Value | Better product at lower price | Margin pressure if costs rise |
| Niche | Specialized for segment competitors ignore | Small TAM |
Phase 4: Sales Battlecards
4.1 Battlecard Template
Create one per direct competitor:
# 🏆 Battlecard: Us vs [Competitor]
**Last Updated:** YYYY-MM-DD | **Confidence:** High/Medium/Low
## Quick Stats
| Metric | Us | Them |
|--------|-----|------|
| Founded | | |
| Funding | | |
| Est. Revenue | | |
| Employees | | |
| G2 Rating | | |
| Gartner Position | | |
## Their Pitch (in their words)
"[Their homepage headline or elevator pitch]"
## Why Customers Choose Us Over Them
1. **[Reason 1]**: [Specific proof point — customer quote, metric, demo moment]
2. **[Reason 2]**: [Specific proof point]
3. **[Reason 3]**: [Specific proof point]
## Why Customers Choose Them Over Us (be honest)
1. **[Reason 1]**: [And how to counter it]
2. **[Reason 2]**: [And how to counter it]
## Landmines to Plant 🧨
Questions to ask the prospect that expose competitor weaknesses:
1. "Ask them how they handle [weakness area] — you'll find it requires [workaround]"
2. "Request a demo of [specific feature] — it's not as deep as it looks"
3. "Ask about [hidden cost] — it's not on the pricing page"
## Objection Handling
**"[Competitor] is cheaper"**
> Response: "At first glance, yes. But when you factor in [hidden cost 1], [hidden cost 2], and [limitation requiring workaround], the total cost is actually [higher/comparable]. Plus, [our unique value] saves you [X hours/dollars] per [period]."
**"[Competitor] has [feature we lack]"**
> Response: "[Acknowledge honestly]. Here's why our customers find that [our approach] actually works better for [their use case]: [specific reasoning]. [Customer name] evaluated both and chose us specifically because [reason]."
**"We're already using [Competitor]"**
> Response: "That makes sense — they're solid at [genuine strength]. The customers who switch to us typically hit a wall with [specific limitation]. Are you experiencing [common pain point with that competitor]?"
## Trap Plays (When to Walk Away)
- If prospect needs [specific capability we truly lack], acknowledge it honestly
- If they're deeply embedded in [competitor ecosystem], switching cost may be too high
- If deal size is below $[X], cost of competing isn't worth it
## Win Stories
- **[Customer A]**: Switched from [Competitor] because [reason]. Result: [metric improvement]
- **[Customer B]**: Evaluated both, chose us because [reason]. Quote: "[testimonial]"
## Recent Intel
- [Date]: [Competitor] announced [product change/funding/hire]
- [Date]: [Customer feedback about competitor]
4.2 Quick Objection Matrix
For the sales team's daily use:
| Objection | Short Response | Proof Point |
|---|---|---|
| "Too expensive" | [Value reframe] | [ROI stat or customer quote] |
| "Never heard of you" | [Social proof] | [Customer logos, G2 rank] |
| "Missing [feature]" | [Alternative or roadmap] | [Workaround or timeline] |
| "Happy with current tool" | [Trigger question] | [Common pain with incumbent] |
| "Need enterprise features" | [What we have] | [Enterprise customer reference] |
Phase 5: Win/Loss Analysis
5.1 Win/Loss Interview Framework
After every significant deal (won or lost), capture:
win_loss:
deal: "[Company Name]"
date: "YYYY-MM-DD"
outcome: "won" # won | lost | no-decision
deal_size: "$X ARR"
sales_cycle_days: 45
competitors_evaluated: ["Competitor A", "Competitor B"]
decision_factors:
- factor: "Ease of use"
importance: 5 # 1-5
our_score: 4 # 1-5
winner_score: 3
notes: "Demo experience was decisive"
- factor: "Price"
importance: 4
our_score: 3
winner_score: 4
notes: "We were 20% more expensive but justified by ROI"
- factor: "Integration with Salesforce"
importance: 5
our_score: 5
winner_score: 2
notes: "They required middleware; we're native"
champion: "VP of Sales"
decision_maker: "CRO"
buying_trigger: "Previous tool couldn't scale past 50 users"
key_quote: "Your Salesforce integration sealed the deal"
lessons:
- "Lead with integration story for Salesforce-heavy orgs"
- "ROI calculator was critical for justifying premium price"
5.2 Win/Loss Trend Dashboard
Track quarterly:
## Q[X] Win/Loss Summary
### Win Rate by Competitor
| Competitor | Wins | Losses | Win Rate | Trend |
|-----------|------|--------|----------|-------|
| Competitor A | 12 | 8 | 60% | ↑ (was 50%) |
| Competitor B | 5 | 15 | 25% | ↓ (was 35%) |
| No competition | 20 | 3 | 87% | → |
### Top Win Reasons (ranked by frequency)
1. Ease of use (mentioned in 65% of wins)
2. Integration depth (55%)
3. Customer support (40%)
### Top Loss Reasons (ranked by frequency)
1. Price (mentioned in 70% of losses)
2. Missing [specific feature] (45%)
3. Incumbent relationship (30%)
### Action Items from This Quarter's Losses
1. [Feature gap] → Product team building for Q[X+1]
2. [Price objection] → New ROI calculator + case study
3. [Competitor strength] → Invest in [counter-strategy]
Phase 6: Ongoing Monitoring
6.1 Competitor Signal Tracking
Set up monitoring for each direct competitor:
| Signal | Source | Frequency | What to Look For |
|---|---|---|---|
| Product changes | Their changelog/blog | Weekly | New features, deprecations |
| Pricing changes | /pricing page + Wayback | Monthly | Price increases, new tiers, model changes |
| Hiring | LinkedIn Jobs | Bi-weekly | Engineering surge = new product. Sales surge = growth push |
| Funding | Crunchbase, TechCrunch | As it happens | New round = aggressive expansion coming |
| Leadership | LinkedIn, press | As it happens | New CEO/CRO = strategy shift likely |
| Reviews | G2, Capterra | Monthly | Sentiment shifts, recurring complaints |
| Content | Their blog, social | Weekly | Messaging changes, new positioning |
| Customers | Press releases, case studies | Monthly | Logos gained, industries targeted |
| Community | Reddit, HN, Twitter | Weekly | Complaints, praise, feature requests |
6.2 Weekly Intel Brief Template
## Competitive Intel Brief — Week of [Date]
### 🔴 Critical (action needed)
- [Competitor X] launched [feature] that directly competes with our [feature]
- Impact: [assessment]
- Recommended response: [action]
### 🟡 Notable (monitor)
- [Competitor Y] raised Series C ($40M) — expect aggressive hiring/marketing
- [Competitor Z] changed pricing model from per-seat to usage-based
### 🟢 Informational
- [Competitor X] published blog post about [topic]
- [Competitor Y] hiring 3 new enterprise AEs in EMEA
### Win/Loss This Week
- Won [Deal] vs [Competitor] — reason: [X]
- Lost [Deal] to [Competitor] — reason: [X]
6.3 Quarterly Competitive Review Agenda
- Market map update (15 min): Any new entrants? Any exits? Tier changes?
- Feature gap review (20 min): What did competitors ship? What should we respond to?
- Win/loss trends (15 min): Are we gaining or losing ground? Against whom?
- Pricing check (10 min): Any pricing changes? Is our positioning still right?
- Battlecard refresh (15 min): Update all active battlecards
- Strategic decisions (15 min): Based on all intel, what should we invest in / deprioritize?
Phase 7: Strategic Frameworks
7.1 Competitive Moat Assessment
Rate your moat and each competitor's (1-5):
| Moat Type | Description | Us | Comp A | Comp B |
|---|---|---|---|---|
| Network Effects | Product gets better with more users | |||
| Switching Costs | Pain of leaving increases over time | |||
| Data Advantage | Proprietary data that improves product | |||
| Brand | Trust, recognition, preference | |||
| Scale Economies | Cost advantages from size | |||
| Regulatory | Licenses, certifications, compliance | |||
| Technology | Patents, proprietary tech, speed | |||
| Ecosystem | Integrations, partnerships, marketplace |
Total moat score = sum. Higher = harder to displace.
7.2 Competitor Response Prediction
For each major competitor move, predict their likely response to YOUR moves:
**If we [action]...**
- Competitor A will likely: [response] because [reasoning]
- Competitor B will likely: [response] because [reasoning]
- Timeline: [how fast they'll respond]
- Our counter-move: [what we do next]
7.3 Blue Ocean Opportunities
After mapping all competitors, look for:
- Underserved segments: Customer types everyone ignores (too small? too niche? too complex?)
- Unmet needs: Features/capabilities no one offers that customers actually want
- Experience gaps: The workflow everyone does poorly
- Business model innovation: Could you win by charging differently? (usage vs seat vs outcome-based)
- Channel gaps: Where are customers NOT being reached? (vertical communities, specific geographies, languages)
Edge Cases & Advanced Techniques
Stealth Competitors
- Monitor patent filings in your space (Google Patents)
- Watch YC/Techstars demo days for category entrants
- Track job postings at big tech for [your category] keywords — could signal internal build
International Competitors
- Search in target language for your category
- Check local review sites (Capterra has country-specific)
- Different markets have different leaders — map per region
Platform Risk
- If you build on a platform (Salesforce, Shopify, etc.), monitor the platform itself
- Platforms often build features that commoditize plugins
- Track platform's acquisition history in your space
Competitor Intelligence Ethics
- ✅ Public information (websites, press, job postings, reviews, patents)
- ✅ Customer feedback about competitors (win/loss interviews)
- ✅ Product trials and demos (sign up normally)
- ❌ Fake identities to access gated content
- ❌ Poaching employees for intel
- ❌ Accessing confidential documents
- ❌ Reverse engineering protected code
Natural Language Commands
| Command | What It Does |
|---|---|
| "Map my competitive landscape" | Full Phase 1 market mapping |
| "Tear down [competitor]" | Product teardown (Phase 2) |
| "Compare pricing with [competitors]" | Pricing intelligence (Phase 3) |
| "Build battlecard for [competitor]" | Sales battlecard (Phase 4) |
| "Analyze our win/loss data" | Win/loss patterns (Phase 5) |
| "Weekly competitive brief" | Monitoring summary (Phase 6) |
| "Assess our competitive moat" | Strategic analysis (Phase 7) |
| "Find blue ocean opportunities" | Gap analysis (Phase 7.3) |
| "How should we respond to [competitor move]?" | Response prediction (Phase 7.2) |
| "Full competitive review" | All phases, comprehensive output |
Related skills
- Downloads
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- Pass
- Last updated
- 2mo ago
- Current version
- v1.0.0
- License
- MIT-0