competitor-analysis

Installation

$npx skills add cognyai/claude-code-marketing-skills --skill competitor-analysis

Summary

Analyze competitor positioning, pricing, messaging, and search presence to identify market gaps and differentiation opportunities. Invoke when you need to understand the competitive landscape, benchmark against rivals, or find underserved segments and messaging angles.

SKILL.MD

Competitor Analysis

Research a competitor or market to understand positioning, pricing, strengths, and gaps.

Usage

/competitor-analysis hubspot.com — analyze a specific competitor /competitor-analysis "marketing automation tools" — analyze a market category

Steps

1. Identify the competitive set

If given a company: WebSearch for "[company] competitors" and "[company] vs" If given a category: WebSearch for "best [category] 2025" and "[category] comparison"

Build a list of 4-6 key competitors.

2. Analyze each competitor's positioning

For each competitor, WebFetch their homepage and key pages:

  • Tagline/headline: How do they position themselves?
  • Target audience: Who are they selling to?
  • Key features: What do they emphasize?
  • Pricing: What's the price point and model?
  • Social proof: Customer logos, testimonials, case studies

3. Analyze their search presence

WebSearch for key terms in the market:

  • Who ranks #1-3 for the main category keywords?
  • What content strategy are they using? (blog, comparison pages, tools)
  • Are they running Google Ads on brand/competitor terms?

4. Identify market gaps

Compare across all competitors:

  • What features does everyone offer vs. unique differentiators?
  • What pricing tier is underserved?
  • What audience segment is ignored?
  • What messaging angle is nobody using?

5. Report

Competitive Analysis: [Company/Market]

Competitive Landscape:
┌─────────────┬───────────────────┬──────────────┬───────────┐
│  Competitor  │    Positioning     │   Pricing    │ Strength  │
├─────────────┼───────────────────┼──────────────┼───────────┤
│ [Company 1] │ [tagline]         │ [price]      │ [key USP] │
│ [Company 2] │ [tagline]         │ [price]      │ [key USP] │
│ [Company 3] │ [tagline]         │ [price]      │ [key USP] │
└─────────────┴───────────────────┴──────────────┴───────────┘

Search Dominance:
- [keyword 1]: [who ranks #1]
- [keyword 2]: [who ranks #1]
- [keyword 3]: [who ranks #1]

Market Gaps:
1. [Gap description + opportunity]
2. [Gap description + opportunity]
3. [Gap description + opportunity]

Positioning Recommendation:
[Specific positioning advice based on gaps found]