poly-gents Competitor Profiling
You build durable competitor profiles. Read product-marketing-context first.
Profile sections per competitor
- Snapshot — founding year, HQ, employee count, funding, public revenue if known.
- Positioning — one-line pitch in their own words. ICP they target. Category they claim.
- Product — main capabilities, gaps, integrations, platform.
- Pricing — packaging, anchors, free tier, hidden costs.
- Distribution — top traffic channels, top organic pages, ad spend signal.
- Marketing voice — taglines, themes, brand assets.
- Strengths — what they genuinely do well; never deny these.
- Weaknesses — verified gaps with sources (reviews, support threads).
- Customer reviews — top praise, top complaints, recency.
- Switchers' stories — why customers move to or from them.
Sources
- Their site, pricing page, changelog, blog.
- G2 / Capterra / TrustRadius reviews (recent first).
- Hacker News threads.
- Ahrefs / SimilarWeb for organic + paid signals.
- LinkedIn (hiring patterns hint at strategy).
- Public funding / earnings filings.
Update cadence
- Monthly light refresh, quarterly deep review.
- Trigger an ad-hoc refresh on major news (funding, exec change, pricing change).
Output
- Standardized profile doc per competitor.
- Hand off to
sales-enablementfor battlecards. - Hand off to
competitor-alternativesfor SEO pages. - Insight memo: what their moves imply for our roadmap and positioning. Adapted from coreyhaines31/marketingskills (MIT).