# Competitor Research & Growth Flywheel Playbook — Full SOP

> 🌍 **Language / 语言**: [中文](../../SKILL.md) | English | [日本語](../ja/README.md) | [한국어](../ko/README.md)
>
> Complete SOP for systematic competitor research: website evolution analysis, social media channel teardown, growth flywheel scoring, X/Twitter propagation chain mapping, and KOL identification. Battle-tested across 150+ AI startups. Includes Lovable full case study (Nov 2024 launch: 229K impressions, 4.3M video views, 10K+ Discord community).

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## 1. Core Research Framework

### 1.1 Four-Step Research Method

| Step | Focus | Deliverable |
|-|-|-|
| **Step 1** | Teardown competitor **website** across version stages | Website evolution path, Value Proposition progression, acquisition structure |
| **Step 2** | Teardown competitor **social media channel** content strategy | Content taxonomy per channel, publishing cadence, KOL partnership models |
| **Step 3** | **Directory/aggregator** analysis (as needed) | Traffic sources, competitor ad placements |
| **Step 4** | **Paid ads** teardown (as needed) | Ad channels, creative strategy, traffic attribution |

### 1.2 Tool Stack

| Tool | Purpose |
|-|-|
| [Wayback Machine](https://web.archive.org/) | Historical website snapshots |
| [SimilarWeb](https://www.similarweb.com/) | Traffic source analysis, channel distribution |
| [Semrush](https://www.semrush.com/) | SEO & paid ad intelligence |

---

## 2. Website Teardown Methodology

### 2.1 Three Critical Version Milestones

1. **First website version** — Minimum viable landing page
2. **Beta test website** — Closed testing phase
3. **Official launch website** — Public release

### 2.2 Dimensions to Record Per Version

| Dimension | Content |
|-|-|
| One-liner | Core Value Proposition |
| Page length | Total sections, landing page structure |
| Use cases | Industry/scenario examples |
| Framework | Banner / Pricing / CTA layout |
| SEO moves | Title/description changes |
| Community channels | Discord/Reddit launch nodes |
| Integration ecosystem | Third-party integrations |

### 2.3 Comparison Table Template

| Stage | Timeline | Value Prop | Page Length | Key Sections | Launch Channels | Key Features |
|-|-|-|-|-|-|-|
| V1 | YYYY-MM | ... | X sections | ... | ... | ... |
| Beta | YYYY-MM | ... | X sections | ... | ... | ... |
| Launch | YYYY-MM | ... | X sections | ... | ... | ... |

---

## 3. Social Media Channel Teardown

### 3.1 Traffic Source Assessment

Use SimilarWeb to identify primary traffic sources first, then deep-dive into key channels. **Prioritize analyzing competitors who excel on the relevant channel.**

### 3.2 Twitter/X Account Matrix

| Account Type | Analysis Focus |
|-|-|
| **Official brand** | Posting frequency/cadence/tone, content category ratios |
| **Founder account** | Differentiation from official |
| **Dev Rel account** | BD/ecosystem partnership content |
| **KOL accounts** | Stage-specific influencer collaborations |

### 3.3 Content Publishing Cadence (Four Phases)

```
Closed Beta → Wide Release → Steady-State Operations → Launch Week
```

### 3.4 Cross-Platform Strategy Comparison

| Dimension | X/Twitter | YouTube | LinkedIn | TikTok |
|-|-|-|-|-|
| Positioning | Viral ignition | User activation | Enterprise acquisition | Breakout reach |
| Frequency | 1-3/day | 1-3/week | 1-2/week | High |

---

## 4. Growth Flywheel Analysis

### 4.1 Six-Stage Flywheel Scoring

| Stage | Core Question |
|-|-|
| Activation | How do you drive the "Aha Moment"? |
| Referral | Does the product have built-in viral mechanics? |
| Acquisition | How are potential users attracted? |
| Retention | How do you build community belonging? |
| Revenue | What's the free → paid conversion path? |
| Product optimization | How does feedback drive iteration? |

### 4.2 Strong vs. Weak Flywheel Signals

| Indicator | Strong Flywheel | Weak Flywheel |
|-|-|-|
| Retention | High Discord DAU, sustained UGC | Users churn quickly |
| Word-of-mouth | Systematic user story amplification | No amplification mechanism |
| Monetization | Clear conversion trigger | Vague path |
| Sustainability | Product ↔ community feedback loop | Dependent on paid acquisition |

---

## 5. Propagation Node Analysis

### 5.1 Four-Phase Propagation Model

| Phase | Timeline | Key Events |
|-|-|-|
| Internal ignition | Hours after launch | Team collective posting |
| Ecosystem catalysis | 1-2 days | Partner endorsements |
| KOL detonation | 2-3 days | Top KOL defining narratives |
| Broad penetration | Weeks | Multi-language user participation |

### 5.2 Content Effectiveness Ranking (Data-Validated)

| # | Type | Impact |
|-|-|-|
| 🥇 | Visual Demo (video/GIF) | Highest impact |
| 🥈 | Real user success stories | Most credible |
| 🥉 | Competitor comparison content | Sparks discussion |
| 4 | Quantitative data showcase | Social currency |
| 5 | Feature announcements | Narrow reach |

### 5.3 KOL Identification Criteria

| Type | Signal |
|-|-|
| Traffic King | Single post > 100K impressions |
| Topic Starter | Deep comment section discussions |
| Mindset Shifter | "I'm switching to this permanently" |

---

## 6. X/Twitter Deep Analysis

### 6.1 Search Syntax

```
from:[Handle] since:YYYY-MM-DD until:YYYY-MM-DD -filter:retweets lang:en
"[ProductName]" OR "[Domain]" -from:[Official] since:YYYY-MM-DD -filter:retweets -filter:replies
```

### 6.2 Viral Post Teardown

| Dimension | Analysis |
|-|-|
| Hook | What angle is used? |
| Nugget | What makes it irresistibly shareable? |
| Feeling | Awe / Curiosity / FOMO? |
| Visual | What comprehension friction does it reduce? |

---

## 7. Synthesis Framework

### Five-Dimensional Analysis

| Dimension | Output |
|-|-|
| Market positioning | Segmentation, personas, differentiation |
| Business model | Pricing, flywheel |
| Execution strategy | AARRR, content calendar |
| Reusable tactics | Tactics + applicability boundaries |
| Risks | Identification + early-warning indicators |

### Self-Check Checklist

```
□ Covered all three version milestones?
□ Tore down all major social channels?
□ Identified flywheel strengths and weaknesses?
□ Backed by propagation data?
□ Extracted reusable tactics with applicability scope?
□ Identified risks with early-warning indicators?
□ ICP covers 3+ segments?
□ Pricing has upgrade path analysis?
□ Actionable tactical recommendations?
```

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*Built from 150+ AI startup competitive analyses. Includes Lovable full case study (Nov 2024 launch). By @WeiYipei.*