Competitive Analyzer

Competitive Analyzer

Systematic competitive landscape analysis: discovery, force analysis, feature comparison, pricing, positioning, and defensibility assessment.

When to use this skill vs. others

| Need | Skill | | --------------------------------------------------- | ------------------------------------- | | Analyze competitors, compare features, assess moats | competitive-analyzer (this skill) | | Market sizing, TAM/SAM/SOM, demand signals | market-analyzer | | General web research and data gathering | tavily / web-fetch |

Workflow

Phase 1: Competitor Discovery

Identify competitors across three tiers using WebSearch.

Tier classification:

• Direct competitors — Same solution to the same customer segment. Search: "[product category] alternatives", "[product] vs", "best [category] tools 2024"
• Indirect competitors — Different solution to the same underlying problem. Search: "how to [solve problem] without [category]", adjacent category leaders
• Potential competitors — Adjacent players with capability and incentive to enter. Search: recent funding rounds, platform expansion announcements, acqui-hires

Discovery sources:

• Product Hunt: site:producthunt.com [category]
• G2: site:g2.com [category] reviews
• Capterra: site:capterra.com [category]
• Crunchbase: site:crunchbase.com [category] funding
• Industry reports and analyst coverage

Output: A competitor roster table:

| Competitor | Tier | Founded | Funding | HQ | Est. Revenue | Target Segment | | ---------- | ---- | ------- | ------- | --- | ------------ | -------------- |

Include 5-15 competitors. Fewer than 5 suggests the search was too narrow; more than 15 suggests the scope needs tightening.

Phase 2: Porter's Five Forces Assessment

Score each force 1-5 with supporting evidence. Reference references/porters-five-forces.md for scoring rubric and sub-criteria.

1. Threat of New Entrants (1-5)

• Capital requirements and startup costs
• Regulatory and compliance barriers
• Technology and IP barriers
• Brand loyalty and switching costs of incumbents
• Access to distribution channels
• Economies of scale advantages

2. Supplier Power (1-5)

• Number of available suppliers
• Uniqueness of supplier inputs
• Switching costs between suppliers
• Forward integration threat
• Dependence on key vendors (cloud, APIs, data)

3. Buyer Power (1-5)

• Buyer concentration relative to sellers
• Price sensitivity and transparency
• Switching costs for buyers
• Backward integration threat
• Availability of substitute information

4. Threat of Substitutes (1-5)

• Availability of alternative solutions
• Performance-to-price ratio of substitutes
• Buyer propensity to switch
• Switching costs to substitutes

5. Competitive Rivalry (1-5)

• Number and size distribution of competitors
• Industry growth rate
• Product differentiation level
• Exit barriers
• Fixed cost structure and capacity

Synthesis: Calculate overall industry attractiveness (weighted average of forces). Higher scores mean more competitive pressure, lower attractiveness.

Phase 3: Feature & Pricing Matrix

Build a comprehensive comparison. Reference references/competitive-matrix.md for structuring methodology.

Feature comparison table:

| Feature Category | Feature | Competitor A | Competitor B | Competitor C | Our Product | | ---------------- | --------- | ------------ | ------------ | ------------ | ------------ | | Core | Feature 1 | Full | Partial | None | Full | | Integration | API | REST | GraphQL | None | REST+GraphQL | | Support | SLA | 99.9% | 99.5% | None | 99.95% |

Use: Full / Partial / None / Superior (exceeds category standard)

Feature analysis:

• Table stakes — Features every competitor offers. Missing any = disqualifier.
• Differentiators — Features only 1-2 competitors offer. Potential positioning angles.
• Gaps — Features no competitor offers. Potential innovation opportunities.
• Over-served — Features with extensive investment but low customer value signal.

Pricing comparison table:

| Competitor | Model | Free Tier | Entry Price | Mid Tier | Enterprise | Billing | | ---------- | ------------ | --------- | ----------- | --------------- | ---------- | -------------- | | A | Subscription | Yes | $29/mo | $99/mo | Custom | Monthly/Annual | | B | Usage-based | Trial | $0.01/unit | Volume discount | Custom | Monthly |

Pricing analysis:

• Price-to-feature ratio positioning (value vs. premium)
• Pricing model trends in the category
• Customer segment alignment by price point

Phase 4: Positioning Map

Reference references/positioning-analysis.md for dimension selection and mapping methodology.

Step 1: Dimension selection Select the two dimensions most important to target customers. Common pairs:

• Price vs. Feature richness
• Ease of use vs. Power/flexibility
• SMB-focused vs. Enterprise-focused
• Vertical-specific vs. Horizontal/general

Validate dimension selection against customer research or publicly available review themes.

Step 2: Plot competitors Position each competitor on the 2D map using evidence from Phase 3.

High [Dimension Y]
    |
    |   [Comp A]        [Comp C]
    |
    |        [Comp B]
    |                    [Our Product]
    |
    |   [Comp D]
    |
Low  ────────────────────────────── High [Dimension X]

Step 3: White space identification

• Quadrants with no or few competitors = potential positioning opportunities
• Assess whether white space is genuinely underserved or intentionally avoided (no demand)
• Evaluate feasibility of occupying the white space

Phase 5: Moat & Defensibility Assessment

Evaluate each moat type. Reference references/positioning-analysis.md for the moat taxonomy.

| Moat Type | Present? | Strength | Evidence | | --------------- | -------- | -------------------- | ----------- | | Network effects | Yes/No | Weak/Moderate/Strong | Description | | Switching costs | Yes/No | Weak/Moderate/Strong | Description | | IP / Technology | Yes/No | Weak/Moderate/Strong | Description | | Brand | Yes/No | Weak/Moderate/Strong | Description | | Data advantage | Yes/No | Weak/Moderate/Strong | Description | | Cost advantage | Yes/No | Weak/Moderate/Strong | Description | | Regulatory | Yes/No | Weak/Moderate/Strong | Description |

Overall moat rating:

• Weak — No meaningful barriers. Competitors can replicate within 6 months.
• Moderate — 1-2 barriers provide temporary advantage. Replication takes 1-2 years.
• Strong — Multiple reinforcing barriers. Replication takes 2-5 years.
• Very Strong — Compounding barriers with flywheel effects. Extremely difficult to replicate.

Phase 6: Report Generation

Produce the final competitive analysis report with these sections:

1. Executive Summary — Competitive landscape threat level (Low / Moderate / High / Critical), top 3 competitive risks, top 3 competitive advantages
2. Competitor Roster — Discovery table from Phase 1
3. Porter's Five Forces Scorecard — Force-by-force scoring with evidence from Phase 2
4. Feature Comparison Matrix — Full feature table with gap analysis from Phase 3
5. Pricing Analysis — Pricing table and positioning from Phase 3
6. Positioning Map — 2D map with white space analysis from Phase 4
7. Moat Assessment — Defensibility table and rating from Phase 5
8. Strategic Recommendations

• Immediate actions (0-3 months): address critical gaps or threats
• Medium-term plays (3-12 months): build differentiators and strengthen moats
• Long-term positioning (1-3 years): sustainable competitive advantage strategy

1. Risks & Mitigation — Top competitive risks with specific mitigation strategies

Quality Checks

Before delivering the report, verify:

• [ ] Competitor roster covers all three tiers (direct, indirect, potential)
• [ ] Every Five Forces score has supporting evidence, not just a number
• [ ] Feature matrix uses consistent scoring across competitors
• [ ] Pricing data is sourced and dated (pricing changes frequently)
• [ ] Positioning map dimensions are customer-relevant, not internal metrics
• [ ] Moat assessment distinguishes between current moats and aspirational moats
• [ ] Strategic recommendations are specific and actionable, not generic advice
• [ ] All claims about competitors are sourced via WebSearch, not assumed

Edge Cases

| Situation | Adaptation | | --------------------------------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | Pre-launch product with no direct competitors | Focus on indirect competitors and substitutes. Emphasize the "potential entrants" tier. The absence of direct competitors is itself a signal worth analyzing (nascent market vs. no market). | | Highly fragmented market (50+ competitors) | Segment competitors into strategic groups. Analyze 2-3 representative competitors per group rather than every player. | | Monopoly or duopoly market | Five Forces analysis becomes more important. Focus on substitute threats and potential entrants. Analyze the dominant player's moats in detail. | | B2B enterprise with opaque pricing | Note pricing opacity as a finding. Use job postings, case studies, and review sites for indirect pricing signals. | | User provides a competitor list | Skip discovery in Phase 1. Validate the list for completeness (are there missing tiers?) and proceed to Phase 2. | | Rapidly changing market | Date-stamp all findings. Flag data older than 6 months as potentially stale. Emphasize monitoring recommendations. |

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: Mathews-Tom
• Source: Mathews-Tom/armory
• License: MIT
• Homepage: https://mathews-tom.github.io/armory/

Install and usage instructions live in the source repository linked above.