# Competitor Analysis Framework

Strategic competitive intelligence for positioning and differentiation.

## Workflow References

- `crm-workflow.md` - Competitor mentions in lead interactions
- `sales-workflow.md` - Competitive battlecards for qualification

## Agent Delegation

| Task | Agent | Trigger |
|------|-------|---------|
| Competitive research | `researcher` | Analysis request |
| SEO gap analysis | `attraction-specialist` | Content planning |
| Battlecard creation | `sales-enabler` | Sales enablement |
| Positioning strategy | `planner` | Strategic planning |

## Lead Scoring: Competitor Mentions

When leads mention competitors, adjust scoring:

| Behavior | Points | Interpretation |
|----------|--------|----------------|
| Mentions competitor by name | +10 | Active comparison shopping |
| Asks for comparison | +15 | High purchase intent |
| Currently using competitor | +5 | Potential switch opportunity |
| Left competitor recently | +20 | Immediate need, warm lead |

## Competitor Identification

### Direct Competitors
Same product/service, same target market
- Compete for same customers
- Similar pricing tier
- Overlapping features

### Indirect Competitors
Different solution, same problem
- Alternative approaches
- Adjacent markets
- Substitute products

### Aspirational Competitors
Where you want to be
- Market leaders
- Innovation benchmarks
- Brand role models

## Analysis Framework

### 1. Business Overview

| Factor | Competitor A | Competitor B | You |
|--------|--------------|--------------|-----|
| Founded | | | |
| Size (employees) | | | |
| Funding/Revenue | | | |
| Target market | | | |
| Positioning | | | |

### 2. Product/Service Comparison

| Feature | Competitor A | Competitor B | You | Gap |
|---------|--------------|--------------|-----|-----|
| Core feature 1 | Y/N | Y/N | Y/N | |
| Core feature 2 | Y/N | Y/N | Y/N | |
| Core feature 3 | Y/N | Y/N | Y/N | |
| Unique feature | | | | |

**Scoring**: Rate each 1-5
- 5 = Best in class
- 3 = Industry standard
- 1 = Below average

### 3. Pricing Analysis

| Tier | Competitor A | Competitor B | You | Position |
|------|--------------|--------------|-----|----------|
| Entry | $ | $ | $ | |
| Mid | $ | $ | $ | |
| Enterprise | $ | $ | $ | |

**Pricing Strategy**:
- Premium: Higher price, premium positioning
- Value: Competitive price, more features
- Low-cost: Aggressive pricing, volume focus

### 4. Marketing Analysis

#### Messaging

| Element | Competitor A | Competitor B | You |
|---------|--------------|--------------|-----|
| Tagline | | | |
| Value prop | | | |
| Key benefits | | | |
| Tone/voice | | | |

#### Channels

| Channel | Comp A Activity | Comp B Activity | Opportunity |
|---------|-----------------|-----------------|-------------|
| SEO/Organic | | | |
| Paid Search | | | |
| Social | | | |
| Email | | | |
| Content | | | |
| PR | | | |

### 5. Digital Presence

#### Website Analysis

| Metric | Competitor A | Competitor B | You |
|--------|--------------|--------------|-----|
| Domain Authority | | | |
| Monthly traffic | | | |
| Top pages | | | |
| Avg time on site | | | |
| Bounce rate | | | |

#### SEO Comparison

| Factor | Competitor A | Competitor B | You |
|--------|--------------|--------------|-----|
| Ranking keywords | | | |
| Top 10 keywords | | | |
| Backlinks | | | |
| Content pieces | | | |

#### Social Presence

| Platform | Comp A Followers | Comp B Followers | You | Engagement |
|----------|------------------|------------------|-----|------------|
| LinkedIn | | | | |
| Twitter | | | | |
| Instagram | | | | |
| YouTube | | | | |

### 6. Content Analysis

| Content Type | Competitor A | Competitor B | Gap |
|--------------|--------------|--------------|-----|
| Blog posts | /month | /month | |
| Case studies | total | total | |
| Whitepapers | total | total | |
| Videos | /month | /month | |
| Podcasts | Y/N | Y/N | |
| Webinars | /quarter | /quarter | |

**Top Performing Content**:
- Competitor A: [Topics that perform]
- Competitor B: [Topics that perform]
- Opportunity: [Gaps to exploit]

### 7. Customer Analysis

#### Reviews & Ratings

| Source | Comp A Rating | Comp B Rating | You |
|--------|---------------|---------------|-----|
| G2 | /5 | /5 | /5 |
| Capterra | /5 | /5 | /5 |
| Trustpilot | /5 | /5 | /5 |

#### Common Complaints

| Competitor A Issues | Competitor B Issues |
|---------------------|---------------------|
| 1. | 1. |
| 2. | 2. |
| 3. | 3. |

#### What Customers Love

| Competitor A Strengths | Competitor B Strengths |
|------------------------|------------------------|
| 1. | 1. |
| 2. | 2. |
| 3. | 3. |

## SWOT Analysis

### Competitor A SWOT

| Strengths | Weaknesses |
|-----------|------------|
| - | - |
| - | - |

| Opportunities | Threats |
|---------------|---------|
| - | - |
| - | - |

## Battlecard Template

### Quick Facts
- **Company**: [Name]
- **Founded**: [Year]
- **Size**: [Employees]
- **Pricing**: [Range]

### Their Pitch
> "[Their main value proposition]"

### How They Position Against Us
- [Claim 1]
- [Claim 2]

### Our Counter-Points
| Their Claim | Our Response | Proof Point |
|-------------|--------------|-------------|
| | | |
| | | |

### When We Win
- [Scenario 1]
- [Scenario 2]

### When We Lose
- [Scenario 1]
- [Scenario 2]

### Key Differentiators
1. **[Differentiator]**: [Why it matters]
2. **[Differentiator]**: [Why it matters]
3. **[Differentiator]**: [Why it matters]

### Objection Handling

| Objection | Response |
|-----------|----------|
| "Competitor X is cheaper" | |
| "Competitor X has feature Y" | |
| "Competitor X is more established" | |

## Monitoring Cadence

| Activity | Frequency | Owner |
|----------|-----------|-------|
| Website changes | Weekly | |
| Pricing updates | Monthly | |
| New features | Monthly | |
| Content audit | Monthly | |
| Full analysis | Quarterly | |
| Battlecard refresh | Quarterly | |

## Tools for Analysis

| Purpose | Tools |
|---------|-------|
| SEO/Traffic | Ahrefs, Semrush, SimilarWeb |
| Social | Sprout Social, Hootsuite |
| Reviews | G2, Capterra, Trustpilot |
| Ads | SpyFu, iSpionage |
| Email | Mailcharts, Really Good Emails |
| Tech stack | BuiltWith, Wappalyzer |

## Integration Points

### Commands
- `/competitor/deep` - Full competitor analysis
- `/audit/full` - Includes competitor section

### Workflows
- `crm-workflow.md` - Track competitor mentions in CRM
- `sales-workflow.md` - Use battlecards in qualification

### Agents
- `researcher` - Competitive intelligence
- `attraction-specialist` - SEO gap analysis
- `sales-enabler` - Battlecard creation

## Sales Handoff: Competitor Context

When handing hot leads (70-100) to sales, include:
- Competitors mentioned by lead
- Key differentiators vs those competitors
- Objection handling points
- Relevant case studies (customers who switched)
