Gather and analyze competitive intelligence from multiple sources.
Gathers and analyzes competitor data from multiple sources to generate actionable market intelligence.
/plugin marketplace add jmagly/aiwg/plugin install marketing@aiwgThis skill inherits all available tools. When active, it can use any tool Claude has access to.
Gather and analyze competitive intelligence from multiple sources.
This skill provides comprehensive competitive intelligence by:
When triggered, this skill:
Identifies competitors:
Gathers intelligence:
Analyzes positioning:
Identifies patterns:
Generates recommendations:
digital_sources:
website:
data:
- homepage_changes
- pricing_updates
- feature_announcements
- case_studies
- blog_content
frequency: weekly
social_media:
platforms: [linkedin, twitter, instagram, facebook]
data:
- post_frequency
- content_themes
- engagement_rates
- follower_growth
- hashtag_usage
frequency: daily
advertising:
tools: [semrush, spyfu, adbeat]
data:
- ad_copy
- spend_estimates
- keyword_targets
- creative_themes
- landing_pages
frequency: weekly
market_sources:
news_mentions:
sources: [google_news, techcrunch, industry_pubs]
data:
- press_releases
- funding_announcements
- leadership_changes
- partnership_news
frequency: daily
review_sites:
platforms: [g2, capterra, trustpilot]
data:
- rating_changes
- review_sentiment
- feature_feedback
- competitive_comparisons
frequency: weekly
job_postings:
sources: [linkedin, glassdoor, indeed]
data:
- hiring_trends
- team_growth_areas
- technology_stack
- geographic_expansion
frequency: weekly
product_sources:
product_updates:
data:
- feature_releases
- changelog_entries
- api_changes
- integration_additions
frequency: weekly
pricing:
data:
- pricing_page_changes
- tier_structure
- discount_offers
- enterprise_pricing
frequency: monthly
documentation:
data:
- new_features_documented
- capability_changes
- deprecations
frequency: monthly
# Competitor Profile: [Company Name]
## Overview
| Attribute | Value |
|-----------|-------|
| Company | [Name] |
| Type | Direct / Indirect / Emerging |
| Threat Level | High / Medium / Low |
| Last Updated | 2025-12-08 |
| Market Position | Leader / Challenger / Niche |
## Company Snapshot
### Basics
- **Founded**: [Year]
- **Headquarters**: [Location]
- **Employees**: [Range]
- **Funding**: [Total raised / Public]
- **Revenue**: [Estimate if available]
### Leadership
| Role | Name | Background |
|------|------|------------|
| CEO | [Name] | [Brief background] |
| CMO | [Name] | [Brief background] |
| CTO | [Name] | [Brief background] |
## Product Analysis
### Core Offering
[Description of main product/service]
### Key Features
| Feature | Their Approach | Our Approach | Comparison |
|---------|----------------|--------------|------------|
| Feature A | [Details] | [Details] | We lead / They lead / Parity |
| Feature B | [Details] | [Details] | We lead / They lead / Parity |
| Feature C | [Details] | [Details] | We lead / They lead / Parity |
### Pricing
| Tier | Price | Features | vs. Our Pricing |
|------|-------|----------|-----------------|
| Starter | $X/mo | [List] | Higher / Lower / Similar |
| Pro | $X/mo | [List] | Higher / Lower / Similar |
| Enterprise | Custom | [List] | Higher / Lower / Similar |
### Integrations
[List key integrations and ecosystem]
## Positioning Analysis
### Value Proposition
> "[Their main value prop / tagline]"
### Target Audience
- **Primary**: [Segment]
- **Secondary**: [Segment]
- **Verticals**: [Industries]
### Key Messages
1. [Message 1]
2. [Message 2]
3. [Message 3]
### Differentiation Claims
- [Claim 1]
- [Claim 2]
- [Claim 3]
## Marketing Analysis
### Content Strategy
- **Blog frequency**: [X posts/week]
- **Content themes**: [Topics]
- **Content types**: [Blog, video, podcast, etc.]
- **SEO focus**: [Keywords]
### Social Presence
| Platform | Followers | Engagement | Strategy |
|----------|-----------|------------|----------|
| LinkedIn | [X] | [High/Med/Low] | [Focus] |
| Twitter | [X] | [High/Med/Low] | [Focus] |
| Instagram | [X] | [High/Med/Low] | [Focus] |
### Advertising
- **Estimated monthly spend**: $[X]
- **Primary channels**: [List]
- **Key messages in ads**: [Themes]
- **Landing page approach**: [Description]
### Events & PR
- **Conference presence**: [List]
- **Recent press**: [Summary]
- **Thought leadership**: [Topics]
## Strengths & Weaknesses
### Strengths
1. [Strength 1]
2. [Strength 2]
3. [Strength 3]
### Weaknesses
1. [Weakness 1]
2. [Weakness 2]
3. [Weakness 3]
## Recent Activity
### Last 30 Days
| Date | Activity | Significance |
|------|----------|--------------|
| 2025-12-01 | New feature launch | High |
| 2025-11-28 | Pricing change | Medium |
| 2025-11-15 | Press release | Low |
### Signals to Watch
- [Signal 1]
- [Signal 2]
- [Signal 3]
## Competitive Response
### When Competing Against Them
- **Lead with**: [Our advantages]
- **Acknowledge**: [Their strengths]
- **Differentiate on**: [Key differentiators]
- **Avoid**: [Their strong areas]
### Objection Handlers
| Objection | Response |
|-----------|----------|
| "They have X" | [Response] |
| "They're cheaper" | [Response] |
| "They're bigger" | [Response] |
### Win/Loss Insights
- **Win rate vs. them**: [X%]
- **Common win reasons**: [List]
- **Common loss reasons**: [List]
# Competitive Landscape Report
**Date**: 2025-12-08
**Period**: Q4 2025
**Analyzed**: 8 competitors
## Executive Summary
### Market Position Map
Enterprise-Focus
│
│ [Competitor A]
[Competitor B] │
│
Feature-Light ────────────┼──────────── Feature-Rich │ [Our Position] │ [Competitor C] │ [Competitor D] │ │ SMB-Focus
### Competitive Dynamics
| Competitor | Threat | Trend | Primary Threat |
|------------|--------|-------|----------------|
| Competitor A | High | ↑ Increasing | Enterprise deals |
| Competitor B | Medium | → Stable | Price competition |
| Competitor C | High | ↑ Increasing | Feature parity |
| Competitor D | Low | ↓ Declining | Market exit signals |
## Key Movements This Quarter
### Competitor A: Enterprise Push
- Launched SOC 2 Type II certification
- Hired enterprise sales team (8 reps)
- New case study: Fortune 500 client
- **Our response**: Accelerate compliance roadmap
### Competitor B: Pricing War
- Dropped starter tier by 30%
- Added free tier (limited features)
- Aggressive discount offers
- **Our response**: Value-based positioning, not price match
### Competitor C: Feature Expansion
- Launched AI-powered recommendations
- Added 12 new integrations
- Expanded API capabilities
- **Our response**: Feature roadmap review, differentiation
## Messaging Analysis
### Positioning Themes
| Competitor | Primary Theme | Secondary Theme |
|------------|---------------|-----------------|
| A | Enterprise-grade | Security |
| B | Affordable | Easy to use |
| C | All-in-one | AI-powered |
| D | Industry-specific | Compliance |
| **Us** | ROI-focused | Ease of use |
### Value Prop Comparison
| Value Prop | Us | A | B | C |
|------------|-----|---|---|---|
| Time savings | ★★★ | ★★ | ★★ | ★★★ |
| ROI proof | ★★★ | ★★ | ★ | ★★ |
| Ease of use | ★★★ | ★ | ★★★ | ★★ |
| Features | ★★ | ★★★ | ★ | ★★★ |
| Price | ★★ | ★ | ★★★ | ★★ |
## Content Strategy Analysis
### Content Volume
| Competitor | Blog/Week | Video/Mo | Podcast | Webinar/Mo |
|------------|-----------|----------|---------|------------|
| A | 3 | 4 | No | 2 |
| B | 5 | 2 | Yes | 1 |
| C | 4 | 6 | No | 3 |
| D | 1 | 1 | No | 0 |
| **Us** | 2 | 2 | No | 2 |
### Top Performing Content (by engagement)
| Competitor | Top Content | Theme | Our Gap? |
|------------|-------------|-------|----------|
| A | "Enterprise ROI Calculator" | ROI | Similar tool exists |
| B | "5 Min Setup Guide" | Ease | Need video version |
| C | "AI Features Demo" | Features | No equivalent |
## Advertising Analysis
### Estimated Ad Spend
| Competitor | Monthly Est. | Primary Channel | YoY Change |
|------------|--------------|-----------------|------------|
| A | $150K | LinkedIn | +40% |
| B | $80K | Google | +10% |
| C | $120K | Meta | +25% |
| D | $30K | Google | -20% |
| **Us** | $100K | Mixed | +15% |
### Ad Messaging Themes
Most Common Themes: A: "Enterprise-ready" "Secure" "Scale" B: "Free trial" "Easy setup" "Affordable" C: "AI-powered" "All features" "One platform"
## Opportunity Analysis
### Market Gaps
1. **Mid-market focus**: Competitors focused on extremes (SMB or Enterprise)
2. **Industry verticalization**: Healthcare and finance underserved
3. **Integration depth**: Native integrations vs. Zapier-only
### Differentiation Opportunities
| Opportunity | Investment | Impact | Timeline |
|-------------|------------|--------|----------|
| Healthcare vertical | Medium | High | Q1 2026 |
| Native CRM integration | High | High | Q2 2026 |
| Advanced reporting | Low | Medium | Q4 2025 |
### Competitive Moat
- **Our advantages**: Customer success, ease of use, ROI proof
- **Defend against**: Feature parity, enterprise security
- **Build**: AI capabilities, vertical expertise
## Recommendations
### Immediate Actions (This Quarter)
1. [ ] Launch competitive comparison page for Competitor C
2. [ ] Update sales battle cards for all competitors
3. [ ] Create "switching from X" content for Competitor B
4. [ ] Brief sales on Competitor A enterprise push
### Strategic Initiatives (Next Quarter)
1. [ ] Develop healthcare vertical positioning
2. [ ] Accelerate compliance certifications
3. [ ] Evaluate AI feature roadmap
4. [ ] Review pricing vs. Competitor B
## Intelligence Calendar
### Upcoming Events to Monitor
- Jan 15: Competitor A annual conference
- Feb 1: Competitor C funding announcement expected
- Mar: Industry analyst reports published
### Review Schedule
- Weekly: Social and ad monitoring
- Monthly: Full competitive update
- Quarterly: Comprehensive landscape report
User: "Analyze competitive landscape"
Skill executes:
1. Update all competitor data
2. Analyze positioning changes
3. Compare messaging
4. Generate recommendations
Output:
"Competitive Analysis Complete
8 competitors analyzed across 12 dimensions
Key Findings:
1. Competitor A increasing enterprise focus (+40% ad spend)
2. Competitor B started price war (30% drop)
3. Competitor C launched AI features we lack
Market Gaps Identified:
- Mid-market segment underserved
- Healthcare vertical opportunity
- Integration depth differentiator
Urgent Actions:
1. Update battle cards for Competitor A
2. Create competitive page vs. Competitor C
3. Brief sales on pricing response strategy
Report: .aiwg/marketing/competitive/landscape-2025-12.md"
User: "Deep dive on Competitor A"
Skill analyzes:
- All recent activity
- Positioning changes
- Strength/weakness
Output:
"Competitor A Analysis
Profile: Enterprise-focused challenger
Threat Level: High (increasing)
Recent Moves:
- SOC 2 Type II certification (Nov)
- Enterprise sales team (+8 reps)
- Fortune 500 case study published
Strategy Shift:
Moving upmarket aggressively. Targeting our enterprise deals.
Our Response Options:
1. Accelerate compliance roadmap
2. Strengthen mid-market positioning
3. Create enterprise-specific content
Profile updated: .aiwg/marketing/competitive/competitor-a.md"
This skill uses:
data-pipeline: Source competitive dataproject-awareness: Understand our positioningartifact-metadata: Track intelligence artifactsagents:
research:
agent: market-researcher
focus: Data gathering and monitoring
analysis:
agent: marketing-analyst
focus: Pattern analysis and insights
strategy:
agent: positioning-specialist
focus: Strategic recommendations
competitor_config:
direct_competitors:
- name: Competitor A
website: competitor-a.com
priority: high
track: [website, social, ads, reviews]
- name: Competitor B
website: competitor-b.com
priority: medium
track: [website, social, pricing]
indirect_competitors:
- name: Alternative X
priority: low
track: [website, news]
emerging:
- name: Startup Y
priority: watch
track: [funding, product]
alerts:
pricing_change:
trigger: pricing_page_modified
priority: high
notify: [product, sales]
feature_launch:
trigger: new_feature_announced
priority: medium
notify: [product, marketing]
funding:
trigger: funding_announcement
priority: high
notify: [leadership, strategy]
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