Skill: caperszhang/effective-competitive-analysis (version 1.0.1)

--- name: competitor-analysis-zhangzaiwang description: A systematic competitive analysis skill based on Zhang Zaiwang's "Effective Competitive Analysis" methodology. Provides a complete competitive analysis framework, tools, and templates to help users conduct professional competitor research. metadata: openclaw: emoji: "📊" category: "business-analysis" author: "Zhang Zaiwang" [REDACTED_SECRET] book: "Effective Competitive Analysis: The Methodology Every Great Product Team Needs" version: "1.0.0" --- # Competitive Analysis Skill (Zhang Zaiwang Methodology) A systematic competitive analysis framework based on Zhang Zaiwang's *Effective Competitive Analysis*, providing a complete set of analysis methods, tools, and templates. ## Core Philosophy 1. **Know yourself, know your rivals** - Competitive analysis is the foundation of product strategy 2. **Co-opetition mindset** - A new perspective where competition and collaboration coexist 3. **Right intention → seize momentum → understand the path → master methods → unite people → take action** - A complete analytical philosophy 4. **6-Step Competitive Analysis Process** - A systematic operational workflow ## 🎯 How to Use This Skill ### **Key Principle: Begin with the End in Mind, Goal-Driven** **Before using this skill, you must first clarify the analysis objective.** Without a clear goal, competitive analysis loses direction and becomes a meaningless pile of data. ### **Interactive Startup Flow** When a user requests a competitive analysis, if any of the following key pieces of information are unclear, **you must ask the user first**: #### **6 Key Questions (Starting Point for Any Analysis):** 1. **Which product is being analyzed?** - Define the subject of analysis 2. **What stage is the product currently at?** - Confirm the development phase (Concept / Build / Launch) 3. **What are the main problems and challenges the product faces?** - Diagnose the core issue 4. **What is the purpose of this competitive analysis?** - Determine the intent (decision support / learning & benchmarking / market monitoring) 5. **What are the specific goals of this analysis?** - Set measurable objectives 6. **What is the expected deliverable?** - Clarify the output format ### **Why Clarity of Goals Matters** | Level of Clarity | Analysis Quality | Resource Efficiency | Decision Value | | ---------------- | ---------------- | ------------------- | -------------- | | **Clear goals** | Precise, on target | Resources used efficiently | Strong basis for decisions | | **Vague goals** | Unfocused, missing key points | Partial waste of resources | Limited decision value | | **No goals** | Scattered, wrong direction | Heavy waste of resources | Low decision value | ### **Quick Start Recommendations** 1. **For simple requests**: Ask the 6 key questions directly 2. **For complex projects**: Use the `goal-clarification-template.md` for systematic scoping 3. **For team collaboration**: Run a goal-alignment meeting to reach consensus **Remember:** Time invested in clarifying goals will pay back double during analysis. ## Knowledge Architecture ``` Dao (Philosophy) ├── Know yourself, know your rivals ├── Co-opetition mindset └── Right intention → momentum → path → methods → people → action Fa (Process) └── 6-Step Competitive Analysis Process Shu (Methods) ├── Comparative analysis, matrix analysis, competitor tracking matrix ├── Feature decomposition, needs exploration ├── PEST analysis, Porter's Five Forces ├── SWOT analysis └── Add / Remove / Multiply / Eliminate (strategic canvas) Qi (Tools) ├── Lean Canvas ├── Competitor Canvas └── Strategy Canvas Li (Case Studies) └── Full worked examples Jian (Practice) └── Hands-on exercises ``` ## 6-Step Competitive Analysis Process (Core Workflow) ### Step 1: Clarify Goals — Begin with the End in Mind (Most Critical Step) **Core idea:** Start from the desired outcome and work backwards. Without clear goals, analysis becomes aimless data collection. #### **Interactive Goal Clarification Flow** **When a user requests a competitive analysis, if the following is unclear, ask first (you may offer common options for the user to choose from):** **1. Define the Subject** - **Key question:** Which product / service / feature is being analyzed? - **Follow-up probes:** - Product name and version - If it's a new idea, describe the core concept - Who is the target user group? **2. Confirm Development Stage** - **Key question:** What stage is the product currently at? - **Options:** - **Concept stage (Ideation):** Product is still conceptual; need to validate market viability - **Build stage (Development):** Product is under development; need design references and feature benchmarks - **Launch stage (Operations):** Product is live; need optimization and competitive strategy **3. Diagnose the Problem** - **Key question:** What are the main problems and challenges the product currently faces? - **Probe directions:** - User growth? Retention? Paid conversion? - Competitive pressure? Technical bottlenecks? Resource constraints? - Brand awareness? User experience issues? **4. Determine the Analysis Purpose** - **Key question:** What is the purpose of this competitive analysis? - **Purpose types:** - **Decision support:** Inform product decisions (market entry, feature prioritization, investment decisions, etc.) - **Learning & benchmarking:** Learn from competitors' strengths, avoid common pitfalls (feature design, UX, growth strategy, etc.) - **Market monitoring:** Track market shifts, flag competitive threats (new entrants, policy changes, tech trends, etc.) **5. Set Specific Goals** - **Key question:** What are the specific, measurable goals of this analysis? - **Goal examples:** - "Identify a differentiated positioning to grow market share by 5%" - "Optimize core feature experience to reduce churn by 10%" - "Assess market entry feasibility and define a product roadmap" - "Learn from competitor growth strategies to improve user engagement" **6. Define Expected Output** - **Key question:** What deliverable do you expect? - **Output types:** - Full competitive analysis report - Key findings summary (1–2 pages) - Feature comparison matrix - Strategic recommendations list - Implementation roadmap #### **How Goals Shape the Rest of the Analysis** | Analysis Goal | Competitor Selection Focus | Key Analysis Dimensions | Recommended Tools | | ------------- | ------------------------- | ----------------------- | ----------------- | | **Market entry decision** | Market leaders + emerging players | Market size, competitive landscape, business model | Porter's Five Forces + Lean Canvas | | **Feature design reference** | Functionally similar, best-in-class products | Feature details, UX, technical implementation | Feature decomposition + UX evaluation | | **Competitive strategy** | Direct competitors | Strengths/weaknesses comparison, user feedback | SWOT + Strategy Canvas | | **Benchmarking & learning** | Industry leaders + innovators | Best practices, innovation highlights | Case studies + pattern analysis | #### **Common Mistakes to Avoid** ❌ **Wrong:** Skip goal clarification and jump straight into analysis ✅ **Right:** Spend 30% of the time clarifying goals to ensure the right direction ❌ **Wrong:** Vague goals (e.g., "understand the market") ✅ **Right:** Specific, measurable goals (e.g., "identify 3 differentiation opportunities") ❌ **Wrong:** Apply the same methodology regardless of purpose ✅ **Right:** Tailor the analysis depth and methods to the specific goal #### **Goal Clarification Checklist** Before starting the analysis, confirm all of the following: - [ ] Subject of analysis is clearly defined - [ ] Development stage is confirmed - [ ] Core problems are identified - [ ] Analysis purpose is determined - [ ] Specific goals are measurable - [ ] Expected output is agreed upon **Tools:** Competitor Canvas Part 1 + Goal Clarification Template (see `templates/`) --- ### Step 2: Select Competitors — Choose Wisely **Competitor Classification:** - **Brand competitors:** Same product form and target user group, different brand - **Category competitors:** Different product form, similar target user group - **Substitutes:** Different products that satisfy the same underlying need - **Reference products:** Products worth learning from and benchmarking against **Selection Principles:** 1. Long-list: Generate a broad initial list based on analysis purpose 2. Short-list: Focus on ~3 key competitors for deep-dive analysis 3. Dynamic review: Revisit the list regularly as the market evolves **Tools:** Competitor Canvas Part 2 --- ### Step 3: Define Analysis Dimensions — Multi-Angle Perspective **Product Perspective (Factors that determine product success):** 1. Features & functionality 2. User experience & design 3. Team background 4. Technology 5. Marketing & growth 6. Strategic positioning 7. User base 8. Revenue model 9. Future roadmap & expansion plans **User Perspective ($APPEALS Framework):** 1. $ — Price 2. A — Availability 3. P — Packaging 4. P — Performance 5. E — Ease of Use 6. A — Assurances 7. L — Life Cycle of Cost 8. S — Social Acceptance **Selection Principles:** - Choose dimensions based on your analysis goals — do not chase comprehensiveness for its own sake - Adjust emphasis based on product type - Focus on key success factors (KSF) **Tools:** Competitor Canvas Part 3 --- ### Step 4: Gather Competitor Intelligence — Cast a Wide Net **Information Source Categories:** 1. **Competitor's own public materials** - Official website, social media, official blog - Press coverage, CEO interviews - Product downloads, documentation, FAQ, user forums - Product launches, exhibitions, trade shows - Financial reports, job postings 2. **Third-party channels** - Industry media, trade associations - Industry summits, exhibitions - Internal channels (sales, marketing, operations) - Third-party review sites, databases - Search engines, patent offices 3. **Primary research** - Hands-on product testing - Field research - User interviews, surveys - Reverse engineering (within legal limits) **Information Reliability Rating:** - **A-grade:** Fully reliable, authoritative source - **B-grade:** Generally reliable, occasional inaccuracies - **C-grade:** Somewhat unreliable, requires verification - **D-grade:** Unreliable, reference only - **E-grade:** Reliability cannot be assessed **Tools:** Competitor Canvas Part 4 --- ### Step 5: Analyze & Synthesize — Unravel the Threads **Analysis Methods Toolkit:** 1. **Comparative Analysis** - Checklist comparison (feature parity) - Scoring comparison (UX evaluation) - Descriptive comparison (detailed narrative) 2. **Matrix Analysis** - 2×2 matrix to map product positioning - Identify white-space opportunities in the market 3. **Competitor Tracking Matrix** - Track competitor version history - Anticipate competitors' next moves 4. **Feature Decomposition** - Decompose by navigation menu - Decompose by user workflow - Decompose by interaction patterns 5. **Needs Exploration (5 Whys)** - Solution-level need → Problem-level need → Human-level need - Surface the real user need behind any feature 6. **PEST Analysis (Macro Environment)** - Politics - Economy - Society - Technology 7. **Porter's Five Forces (Industry Environment)** - Rivalry among existing competitors - Threat of new entrants - Threat of substitutes - Bargaining power of suppliers - Bargaining power of buyers 8. **SWOT Analysis** - Strengths - Weaknesses - Opportunities - Threats **Tools:** Competitor Canvas Parts 5–8 --- ### Step 6: Report & Recommend — Value-Driven Output **Competitive Strategy Types:** 1. **SWOT-Based Strategies** - SO Strategy: Leverage strengths to seize opportunities (Growth) - WO Strategy: Use opportunities to overcome weaknesses (Turnaround) - ST Strategy: Use strengths to counter threats (Diversification) - WT Strategy: Minimize weaknesses and avoid threats (Defensive) 2. **Porter's Generic Strategies** - Focus strategy - Cost leadership strategy - Differentiation strategy 3. **"Copy → Surpass → Cash" Methodology** - Copy: Learn and borrow from the best - Surpass: Innovate beyond what you copied - Cash: Convert innovation into commercial success 4. **Judo Strategy (For smaller players competing with giants)** - Movement principle: Avoid direct confrontation - Balance principle: Use the opponent's scale against them - Leverage principle: Turn the opponent's strengths into weaknesses 5. **Disruptive Innovation** - New-market disruption - Low-end disruption **Report Structure:** 1. Executive Summary 2. Analysis Goals & Product Overview 3. Competitor Selection & Classification 4. Deep-Dive Competitor Profiles 5. Multi-Dimensional Comparative Analysis 6. SWOT Analysis 7. Strategy Canvas & Differentiation 8. Porter's Five Forces Analysis 9. Lean Canvas 10. Strategic Recommendations & Roadmap 11. Competitor Canvas Summary **Tools:** Competitor Canvas Part 9 --- ## Three Core Tools ### 1. Lean Canvas (Business Model Analysis) **9 Building Blocks:** 1. Problem 2. Customer Segments 3. Unique Value Proposition 4. Solution 5. Channels 6. Key Metrics 7. Unfair Advantage 8. Cost Structure 9. Revenue Streams **Purpose:** Build a holistic product view and analyze the business model --- ### 2. Competitor Canvas (Competitive Analysis Template) **9 Sections:** 1. Analysis Goals 2. Competitor Selection 3. Analysis Dimensions 4. Information Gathering 5. Strengths 6. Weaknesses 7. Opportunities 8. Threats 9. Summary & Recommendations **Purpose:** Helps newcomers get up to speed quickly and test hypotheses at low cost --- ### 3. Strategy Canvas (Differentiation & Innovation) **Steps:** 1. List the main competing factors 2. Plot the value curves of key competitors 3. Apply the "Add / Remove / Multiply / Eliminate" framework 4. Plot your differentiated value curve **Add / Remove / Multiply / Eliminate:** - **Add:** Introduce new elements the industry has never offered - **Remove:** Eliminate elements the industry takes for granted - **Multiply:** Raise certain elements well above the industry standard - **Eliminate:** Remove elements that are costly but add little value **Purpose:** Drive product differentiation and find blue-ocean opportunities --- ## Common Mistakes to Avoid 1. ❌ Analyzing only features while ignoring the business model 2. ❌ Confirmation bias — only collecting information that confirms your view 3. ❌ Listing information without deep analysis 4. ❌ Vague, non-actionable recommendations 5. ❌ Static analysis that ignores how the market evolves 6. ❌ Cookie-cutter analysis lacking a differentiated perspective ## Keys to Success 1. ✅ Begin with the end in mind — clarify goals first 2. ✅ Multi-dimensional perspective — analyze comprehensively 3. ✅ Go deep — explore the real needs behind features 4. ✅ Dynamic tracking — continuously update your intelligence 5. ✅ Value-driven — deliver actionable, grounded recommendations 6. ✅ Team alignment — build shared understanding --- ## Output Template ### Competitive Analysis Report Structure ``` Cover Page Table of Contents 1. Executive Summary - Key conclusions (3–4 key finding cards) - Market landscape overview - Summary of functional strengths / technical gaps / market opportunities 2. Analysis Goals & Product Overview - 2.1 Product Positioning (product name, stage, core tech stack, target users, unique value) - 2.2 Product Feature Landscape (layered architecture: engine / AI / management / data / ops) - 2.3 Six Key Questions (subject / stage / core challenges / purpose / specific goals / expected output) 3. Competitor Selection & Classification - Competitor classification table (direct / indirect / industry benchmarks, with company names and selection rationale) - Key competitors for deep-dive (3–5 selected, with reasons for inclusion) 4. Deep-Dive Competitor Profiles - Profile cards for each competitor (company background / product positioning / core technology / deployment model / pricing model / core strengths / core weaknesses) 5. Multi-Dimensional Comparative Analysis (Note: sub-sections below are illustrative; actual dimensions should be driven by analysis goals) - 5.1 Feature Comparison Matrix (star ratings ★★★★★, with your product column highlighted) - 5.2 Technical Architecture Comparison (PBX engine / AI engine / deployment / SLA, etc.) - 5.3 Market Positioning Map (price level × customer scale 2×2 matrix) - 5.4 Target Customer Segment Comparison (customer profiles / company size / industry focus / average contract value) - 5.5 Pricing Strategy Comparison (pricing model / price range / minimum commitment) 6. SWOT Analysis - Strengths / Weaknesses / Opportunities / Threats - SWOT Strategy Matrix (SO Growth / WO Turnaround / ST Diversification / WT Defensive — 3 strategies per quadrant) 7. Strategy Canvas & Differentiation - "Add / Remove / Multiply / Eliminate" differentiation strategy (each element includes competing factor + specific action) 8. Porter's Five Forces Analysis - Rivalry among existing competitors (threat level rating + analysis) - Threat of new entrants (threat level rating + analysis) - Threat of substitutes (threat level rating + analysis) - Bargaining power of suppliers (threat level rating + analysis) - Bargaining power of buyers (threat level rating + analysis) 9. Lean Canvas - Problem / Customer Segments (early adopters + core users) / Unique Value Proposition - Solution / Channels / Key Metrics - Unfair Advantage / Cost Structure / Revenue Streams 10. Strategic Recommendations & Roadmap - 10.1 Overall competitive strategy (Porter's Focus / Differentiation / Cost Leadership + Judo Strategy) - 10.2 Phased roadmap (Near-term 0–6 mo / Mid-term 6–18 mo / Long-term 18–36 mo, with P0/P1/P2 priorities) - 10.3 Differentiated marketing strategy (messaging and core value proposition vs. each key competitor) - 10.4 Key Success Factors (KSF) (benchmark cases / core tech moats / entry barriers / ecosystem partnerships) 11. Competitor Canvas Summary - Summary table across 9 dimensions: analysis goals / competitor selection / analysis dimensions / core strengths / key weaknesses / market opportunities / competitive threats / strategic choices / development path Appendix: - Raw data tables - Detailed feature breakdown - User research questionnaire - Reference list ``` --- ## When to Use This Skill ### Recommended Use Cases 1. **Product planning:** Market entry decisions, product positioning 2. **Product design:** Feature design reference, UX optimization 3. **Competitive strategy:** Strategy formulation, differentiated positioning 4. **Learning & development:** Industry research, sharpening product intuition 5. **Investment decisions:** Project evaluation, due diligence ### Who This Is For - Product managers and product strategists - Marketing managers and growth professionals - Entrepreneurs and investors - Corporate strategy and planning teams - Anyone who needs to conduct a rigorous competitive analysis


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