Competitive Analysis Templates

Templates for analyzing competitors, enabling sales teams, and defining strategic market positioning.

When to Use This Skill

Auto-loaded by agents:

• market-analyst - For competitor deep-dives, battle cards, and positioning maps

Use when you need:

• Analyzing competitor strategies and offerings
• Creating sales battle cards
• Building feature comparison matrices
• Tracking competitive intelligence
• Conducting win/loss analysis
• Defining differentiation strategy
• Monitoring competitive threats
• Positioning against alternatives

What is Competitive Analysis?

Competitive analysis helps you:

• Understand your market position and competitive landscape
• Identify differentiation opportunities and white space
• Enable sales teams to win competitive deals
• Inform product roadmap and strategic decisions
• Monitor competitive threats and market shifts

NOT: Copying competitors or building feature parity BUT: Finding defensible differentiation and strategic positioning

Good competitive analysis: Actionable, evidence-based, honest about trade-offs, regularly updated

Bad competitive analysis: Feature lists without context, outdated, biased, not used by teams

When to Use This Skill:

• Conducting competitive research
• Enabling sales for competitive deals
• Defining product positioning
• Planning market entry strategy
• Responding to competitive threats
• Quarterly strategic planning

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Go-to-Market Playbooks

Overview

Comprehensive guide to go-to-market (GTM) strategies, product positioning, launch planning, and market entry tactics.

When to Use This Skill

Auto-loaded by agents:

• launch-planner - For GTM strategies, positioning, and distribution playbooks

Use when you need:

• Planning product launches
• Positioning new products
• Entering new markets
• Rebranding or repositioning
• Competitive differentiation

GTM Strategy Types

1. Product-Led Growth (PLG)

Model: Product drives acquisition, conversion, expansion

Funnel:

Free Signup → Activation → Expansion → Paid → Advocacy

Characteristics:

• Self-serve onboarding
• Freemium or free trial
• Virality built-in
• Low-touch sales

Examples: Slack, Dropbox, Notion, Figma

When to Use:

• Low price point (<$100/month)
• Easy to understand product
• Quick time-to-value
• Network effects

Playbook:

1. Frictionless Signup: Email-only, no credit card
2. Aha Moment Fast: <5 minutes to value
3. Viral Loops: Invites, sharing, collaboration
4. Usage-Based Limits: Paywall at usage threshold
5. Self-Serve Upgrade: One-click payment

2. Sales-Led Growth

Model: Sales team drives revenue

Funnel:

Lead → MQL → SQL → Demo → Proposal → Close

Characteristics:

• High price point ($10K+ annually)
• Complex product
• Custom implementation
• Relationship-driven

Examples: Salesforce, SAP, enterprise software

**When

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Interview Frameworks

Overview

Frameworks for conducting effective user interviews including question design, interviewing techniques, and extracting actionable insights.

Core Principle: Good interviews come from great questions. Focus on past behavior and specific examples, not hypotheticals or opinions. Listen more than you talk.

Origin: Synthesized from Teresa Torres (“Continuous Discovery Habits”), Erika Hall (“Just Enough Research”), and Rob Fitzpatrick (“The Mom Test”).

Key Insight: User interviews are the foundation of customer discovery. Good interviews uncover unmet needs, validate assumptions, and reveal the “why” behind user behavior that quantitative data cannot.

When to Use This Skill

Auto-loaded by agents:

• research-ops - For user interview guides and JTBD interviews

Use when you need:

• Customer discovery research
• Problem validation
• Solution validation
• Usability testing
• Feature prioritization research
• Understanding user workflows
• Jobs-to-be-Done research

Four Types of User Interviews

Discovery Interviews (Problem Exploration)

Purpose: Understand problems, needs, contexts, pain points

When: Early product development, new market, problem validation

Focus:

• Current workflows
• Pain points and workarounds
• Unmet needs
• Context and constraints

Example question: “Walk me through how you currently manage projects for your team”

Complete script: `assets/interview-script-template

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Launch Planning Frameworks

Frameworks for planning and executing successful product launches including launch strategy, cross-functional coordination, and launch measurement.

Why Launch Planning Matters

A great product poorly launched underperforms. A good product well-launched succeeds. Launch planning ensures:

• Products reach target customers
• Messaging resonates clearly
• Teams execute in coordination
• Success is measurable
• Issues are caught early

When to Use This Skill

Auto-loaded by agents:

• launch-planner - For launch tiers, timelines, checklists, and go/no-go decisions

Use when you need:

• Launching new products/features
• Major releases or rebrands
• Market entry or expansion
• Coordinating cross-functional teams
• Post-launch analysis
• Creating launch timelines
• Defining launch tiers (soft, hard, tiered)
• Building launch checklists

Launch Tier Framework

Not all launches are equal. Determine your launch tier first - it drives everything else.

Three Tiers

Tier 1: Major Launch (Company-wide priority)

• New product line, platform launch, major strategic initiative
• 8-12 weeks planning, full cross-functional team
• High investment: PR, events, full marketing campaign

Tier 2: Standard Launch (Team priority)

• Significant feature, market expansion, competitive parity
• 4-6 weeks planning, core team (PM, Marketing, Sales)
• Medium investment: Email campaigns, blog, in-app

Tier 3: Minor Launch (Low-key release)

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Market Sizing Frameworks

Frameworks and methodologies for estimating market size and validating market opportunity.

Overview

Market sizing answers the critical question: “Is this opportunity large enough to pursue?” It provides the foundation for strategic decisions, resource allocation, and investment prioritization.

Core Principle: Market sizing is educated guessing with documented assumptions. The goal is reasonable estimates and order-of-magnitude accuracy (is it $1M, $10M, or $100M?), not false precision.

Key Insight: Always use multiple methods (bottom-up, top-down, value theory) to triangulate and validate estimates. If methods disagree by more than 2-3x, your assumptions need scrutiny.

When to Use This Skill

Auto-loaded by agents:

• market-analyst - For TAM/SAM/SOM calculation and market validation

Use when you need to:

• Assess if a market opportunity is worth pursuing
• Calculate TAM, SAM, and SOM for business planning
• Validate market assumptions before building
• Support fundraising or strategic planning
• Evaluate competitive landscape impact on opportunity
• Determine realistic revenue projections

The Three-Tier Framework

TAM (Total Addressable Market)

Definition: Total revenue opportunity if you achieved 100% market share globally.

Purpose: Understand the absolute ceiling of opportunity.

Typical Range:

• Side project: $1M+ TAM minimum
• Full-time business: $10M+ TAM minimum
• VC-backed startup

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