competitive-analysis

Competitive Analysis Skill

Analyze competitors and market dynamics to inform product strategy. Master competitive intelligence and strategic positioning.

Market Analysis

TAM/SAM/SOM Calculation

TAM (Total Addressable Market):
= Total customers × Average deal size
= 10M companies × $10K = $100B

SAM (Serviceable Addressable Market):
= TAM × Segment % you can reach
= $100B × 10% = $10B

SOM (Serviceable Obtainable Market): = SAM × Realistic market share (3-5 years) = $10B × 5% = $500M


### Market Dynamics

| Factor | Analysis | Impact |
|--------|----------|--------|
| Growth | CAGR % | High/Med/Low |
| Competition | # players | Fragmented/Consolidated |
| Barriers | Entry difficulty | High/Med/Low |
| Regulation | Compliance needs | Increasing/Stable |

## Competitor Research

### Competitor Matrix

| Feature | You | Comp A | Comp B | Comp C |
|---------|-----|--------|--------|--------|
| Feature 1 | ✓ | ✓ | ✗ | ✓ |
| Feature 2 | ✓ | ✗ | ✓ | ✗ |
| Pricing | $99 | $149 | $79 | $199 |
| Target | SMB | Enterprise | Startup | Mid |

### Competitive Intelligence Sources

- **Public**: Website, pricing, blog, press
- **Product**: Free trial, demo, screenshots
- **Customers**: Win/loss interviews
- **Community**: G2, Capterra, Reddit
- **Industry**: Analyst reports, conferences

## Strategic Frameworks

### Porter's Five Forces

Supplier Power: [Low/Med/High] Buyer Power: [Low/Med/High] Competitive Rivalry: [Low/Med/High] Threat of Substitutes: [Low/Med/High] Threat of New Entrants: [Low/Med/High]


### SWOT Analysis

STRENGTHS | WEAKNESSES

[Internal +] | - [Internal -]
[Internal +] | - [Internal -] -------------------+------------------- OPPORTUNITIES | THREATS
[External +] | - [External -]
[External +] | - [External -]


## Battlecards

### Sales Battlecard Template

COMPETITOR: [Name]

POSITIONING: "[Competitor] is [category] focused on [segment]. We are [differentiator]."

WIN THEMES:

[Your advantage 1]
[Your advantage 2]
[Your advantage 3]

OBJECTION HANDLING: Q: "Why not [Competitor]?" A: "[Competitor] is great for [X], but [your advantage]"

GOTCHAS (Their weaknesses):

[Weakness 1]
[Weakness 2]


## Troubleshooting

### Yaygın Hatalar & Çözümler

| Hata | Olası Sebep | Çözüm |
|------|-------------|-------|
| Outdated intel | No refresh cycle | Quarterly updates |
| Missing competitors | Narrow view | Expand search |
| Feature parity | No differentiation | Find unique angle |
| Lost deals | Weak positioning | Win/loss analysis |

### Debug Checklist

[ ] TAM/SAM/SOM assumptions documented mi? [ ] Competitor list complete mi? [ ] Feature matrix current mi? [ ] Battlecards distributed mi? [ ] Win/loss tracked mi?


### Recovery Procedures

1. **Lost Deal** → Win/loss interview, update battlecard
2. **New Competitor** → Rapid assessment, positioning review
3. **Feature Gap** → Prioritize, or reposition

## Learning Outcomes

- Conduct competitive research
- Build competitive matrices
- Create effective battlecards
- Identify market opportunities
- Position against competitors

About this skill

Market Analysis

TAM/SAM/SOM Calculation