Steps
Landscape, product, and commercial analysis sit in one pass. Perception and SWOT sit together. Recs include battle cards.
Map the set
Direct, indirect, and “we just use a spreadsheet.” Sign up. Complete the key flows. Screenshot. Feature matrix only after you have used the thing.
Commercial read
Positioning, packaging, price. Site, demos, reviews. Who they claim, at what price, with what story.
- Product
Competitive Positioning Strategy
Define your product positioning relative to competitors including differentiation and messaging.
positioningcompetitive-analysisdifferentiation - Product
Pricing Comparison Analysis
Analyze and compare competitor pricing models, packaging, and value metrics.
pricingcompetitive-analysismonetization
Perception and SWOT
What customers say in reviews and support, then a SWOT that is specific enough to argue with. No generic “strong brand.”
- Product
SWOT Analysis Framework
Conduct a structured SWOT analysis for competitive positioning and strategic planning.
swotcompetitive-analysisstrategy - Research
Affinity Mapping Assistant
Synthesize raw qual data (interviews, usability, diaries) using an affinity-style flow: clean, code, cluster into themes with evidence counts, outliers, severity-weighted ranking, and surprises.
affinity-mappingsynthesisqualitative-research
Recs and battle cards
What to copy, what to ignore, what to build. Battle cards for sales: when we win, when we lose, what to say.
Frequently asked questions
How many competitors?
Three to five you will actually use. Sales can keep a longer logo list. You still only deep-dive the set that can steal the deal.
Is this the same as the sprint competitive pass?
No. A sprint looks at a few products for 90 minutes to inform one prototype. This workflow is for a product or sales decision that needs battle cards.
We already have a feature matrix. Where do we start?
Use the products. A matrix without sign-up and a completed flow is a rumor. Then write recs, not another spreadsheet.