Competitor Analyzer

Competitor Analyzer

Use this skill to analyze competitor websites and extract their positioning strategy. Uses browser automation to visit and analyze competitor pages.

What to Analyze

1. Awareness Level Targeting

• What awareness level are they targeting? (Unaware → Most Aware)
• Are they explaining the problem or assuming awareness?
• How sophisticated is their messaging?

2. Persuasion Levers Used

Score their use of Cialdini's 7 levers:

• Authority signals
• Social proof
• Commitment mechanics
• Likeability/brand
• Reciprocity (free value)
• Scarcity
• Unity/community

3. NESB Scoring

Rate their headlines and copy:

• NEW: How novel is their positioning?
• EASY: How friction-free do they appear?
• SAFE: How trustworthy/proven?
• BIG: How transformational is the promise?

4. Tribe Building

• Do they have a defined enemy?
• Are they building a movement?
• What dreams do they encourage?
• What fears do they address?

5. Positioning Statement

Extract their core positioning:

• Who is it for?
• What problem do they solve?
• How are they different?
• What's their unique mechanism?

Analysis Process

Step 1: Navigate to Competitor Site

Use browser tools to navigate to the competitor's website.

Step 2: Extract Key Content

Capture:

• Hero section/headline
• Subheadline
• Key features/benefits
• Social proof elements
• CTAs
• Pricing (if visible)

Step 3: Apply Frameworks

Score against all 5 marketing frameworks.

Step 4: Identify Opportunities

Find gaps and differentiation opportunities.

Output Format

## Competitor Analysis Report

### Competitor: [Name]
**URL**: [Website URL]
**Tagline**: "[Their main headline]"

---

### Positioning Summary

**Target audience**: [Who they're targeting]
**Problem they solve**: [Core problem]
**Unique mechanism**: [How they claim to be different]
**Awareness level targeted**: [Unaware/Problem/Solution/Product/Most Aware]

---

### Framework Scores

#### Awareness Level Analysis
- **Target level**: [Level]
- **Evidence**: [What makes you say this]
- **Market sophistication stage**: [1-5]

#### Persuasion Levers (Cialdini)

| Lever | Score | Evidence |
|-------|-------|----------|
| Authority | X/10 | [What they show] |
| Social Proof | X/10 | [What they show] |
| Commitment | X/10 | [Onboarding mechanics] |
| Liking | X/10 | [Brand personality] |
| Reciprocity | X/10 | [Free value offered] |
| Scarcity | X/10 | [Urgency tactics] |
| Unity | X/10 | [Community/tribe] |
| **Total** | XX/70 | |

#### NESB Score

| Dimension | Score | Evidence |
|-----------|-------|----------|
| NEW | X/10 | [Novelty claims] |
| EASY | X/10 | [Friction reduction] |
| SAFE | X/10 | [Trust signals] |
| BIG | X/10 | [Outcome promises] |
| **Total** | XX/40 | |

#### Tribe Building

| Element | Present? | How Used |
|---------|----------|----------|
| Encourage dreams | Y/N | [Example] |
| Justify failures | Y/N | [Example] |
| Allay fears | Y/N | [Example] |
| Confirm suspicions | Y/N | [Example] |
| Throw rocks at enemies | Y/N | [Example] |

---

### Key Messaging Elements

**Hero headline**:
> "[Their main headline]"

**Subheadline**:
> "[Their subheadline]"

**Key differentiators claimed**:
1. [Differentiator 1]
2. [Differentiator 2]
3. [Differentiator 3]

**Social proof shown**:
- [Customer logos]
- [Testimonials]
- [Numbers/stats]

**CTA used**:
> "[Their primary CTA text]"

---

### Competitive Opportunities

#### Gaps in Their Positioning
1. [Gap 1 - what they're not addressing]
2. [Gap 2 - what they're not addressing]

#### Differentiation Opportunities
1. [How to position differently]
2. [Underserved angle]

#### Messaging Weaknesses
1. [Weakness to exploit]
2. [Claim you can counter]

---

### Recommendations

**Position against them by**:
1. [Specific recommendation]
2. [Specific recommendation]

**Avoid**:
1. [What not to copy from them]
2. [Where they're strong - don't compete head-on]

Browser Automation Notes

Using Claude in Chrome

1. First check if Chrome extension is connected using tabs_context_mcp
2. Navigate to competitor URL
3. Take screenshot to capture visual layout
4. Use read_page to extract content
5. Use get_page_text for full text content

Fallback: WebFetch

If browser automation fails:

1. Use WebFetch to retrieve page content
2. Parse HTML/text for key elements
3. Note that visual elements won't be captured

Multiple Competitors

When analyzing multiple competitors:

1. Create comparison table
2. Identify category patterns
3. Find white space no one occupies
4. Recommend unique positioning

Example Quick Analysis

Competitor: Linear (project management)

Positioning: "Linear is a purpose-built tool for planning and building products"

Key strengths:

• Strong design/brand (Liking: 9/10)
• Speed as differentiator (EASY: 8/10)
• "Built for modern teams" identity (Unity: 7/10)

Key gaps:

• Limited social proof on homepage
• No clear enemy defined
• Doesn't address migration fears

Opportunity: Position as "Linear for [specific use case]" or attack their enterprise gaps.