competitive-analysis

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Competitive Landscape Mapping

竞争格局图谱构建

Build a complete competitive analysis deck. This is a two-phase process: gather requirements and get outline approval first, then build.

构建完整的竞品分析演示文稿。这是一个分两阶段的流程：先收集需求并获得大纲批准，再进行制作。

Preflight: Dependency Check

前期准备：依赖项检查

Before starting (chat environment only — Office Add-in skips this), verify required libraries are installed and install any that are missing.

bash

python3 -c "import pptx" 2>/dev/null || python3 -m pip install python-pptx

Important: Do not skip this step — chart-building, table generation, and slide writing all require

python-pptx

开始前（仅适用于聊天环境——Office插件跳过此步骤），验证所需库已安装，若有缺失则进行安装。

bash

python3 -c "import pptx" 2>/dev/null || python3 -m pip install python-pptx

重要提示：请勿跳过此步骤——图表制作、表格生成和幻灯片内容编写均依赖

python-pptx

库。

Environment check

环境检查

This skill works in both the PowerPoint add-in and chat. Identify which you're in before starting — the mechanics differ, the workflow doesn't:

Add-in — the deck is open live; build slides directly into it.
Chat — generate a
```
.pptx
```
file (or build into one the user uploaded).

Everything below applies in both.

本技能可在PowerPoint插件和聊天环境中使用。开始前需确认所处环境——操作机制不同，但工作流程一致：

插件环境——演示文稿实时打开；直接在其中构建幻灯片。
聊天环境——生成
```
.pptx
```
文件（或在用户上传的文件中构建）。

以下内容适用于两种环境。

Phase 1 — Scope the analysis

第一阶段——确定分析范围

Competitive analysis means different things to different people. Before any research or slide-building, use

ask_user_question

to pin down what they actually want. Don't guess — a 20-slide peer benchmarking deck and a 5-slide market map are both "competitive analysis" and take completely different shapes.

Gather in one round if you can (the tool takes up to 4 questions):

Scope — Single target company with competitors around it? Or multi-company side-by-side with no protagonist?
Competitor set — Which companies are in scope? If the user names them, use exactly those. If they say "the usual suspects," propose a set and confirm.
Audience and depth — Quick read for someone already in the space, or a full primer? This drives whether you need market sizing, industry economics, and history — or can skip to the comparison.
Investment context — Do they need bull/base/bear scenarios and signposts? That's Step 9 below; skip it if this is a strategic review rather than an investment thesis.

If they've uploaded an Excel/CSV with competitor data, confirm which columns map to which metrics before you start pulling numbers. Source-file fidelity matters: use values exactly as given, don't recalculate or re-round.

竞品分析对不同的人而言含义不同。在开展任何研究或幻灯片制作前，使用

ask_user_question

明确用户的实际需求。切勿猜测——20页的同行对标演示文稿和5页的市场图谱都属于“竞品分析”，但结构完全不同。

尽可能一次性收集所有信息（该工具最多支持4个问题）：

范围——以单一目标公司为核心，分析其周边竞品？还是无核心主角的多公司横向对比？
竞品集合——哪些公司在分析范围内？若用户指定了具体公司，严格使用这些公司；若用户说“常见竞品”，则提出一组候选并确认。
受众与深度——是供业内人士快速浏览的精简版，还是完整的入门指南？这将决定是否需要市场规模、行业经济情况和发展历史——或可直接跳过这些内容，进入对比环节。
投资背景——是否需要乐观/基准/悲观场景及关键指标？这对应下文的步骤9；若本次分析是战略复盘而非投资论证，则跳过此步骤。

若用户上传了包含竞品数据的Excel/CSV文件，开始提取数据前需确认各列对应的指标。源文件的准确性至关重要：严格使用给定数值，不得重新计算或四舍五入。

Phase 2 — Outline, approve, then build

第二阶段——拟定大纲、获得批准后再制作

Do not create slides until the outline is approved. Propose slide titles and one-line content notes, present them to the user, get a yes. A competitive deck is 10-20 slides of interlocking content — rebuilding because slide 4 was wrong is expensive. The outline is the cheap iteration point.

When proposing the outline,

ask_user_question

works well for the structural decisions: which positioning visualization (2×2 matrix / radar / tier diagram — Step 5 below), how to group competitors (by business model / segment / posture — Step 4). These are taste calls the user likely has an opinion on.

未获得大纲批准前，请勿创建幻灯片。提出幻灯片标题和一行内容说明，提交给用户并获得同意。一份竞品分析演示文稿包含10-20页相互关联的内容——因第4页错误而重新制作的成本很高。大纲是低成本迭代的环节。

拟定大纲时，

ask_user_question

适用于结构决策：选择哪种定位可视化方式（2×2矩阵/雷达图/层级图——下文步骤5），如何对竞品进行分组（按商业模式/细分领域/竞争姿态——下文步骤4）。这些都是用户可能有明确偏好的主观选择。

Standards — apply throughout

通用标准——全程适用

Prompt fidelity

需求忠实度

When the user specifies something, that's a requirement, not a suggestion:

Slide titles and section names — exact wording. If they say "Overview and Competitive Scope," don't swap in "FY2024 Competitive Landscape."
Chart vs. table — not interchangeable. "Embedded chart" means a real chart object with data labels on the bars/slices, not a formatted table.
Complete data series — if they list 7 competitors, include all 7. If they show 2015-2025, include every year.
Exact values and ratios — "surpasses DoorDash 4:1, Lyft 8:1" means those ratios, not "7.6x Lyft."

当用户明确指定某项内容时，这是硬性要求，而非建议：

幻灯片标题和章节名称——严格使用指定措辞。若用户要求“概述与竞争范围”，请勿替换为“2024财年竞争格局”。
图表 vs 表格——不可互换。“嵌入式图表”指带有数据标签的真实图表对象，而非格式化为图表样式的表格。
完整数据系列——若用户列出7个竞品，需全部包含；若用户给出2015-2025年的数据，需包含每一年的数据。
精确数值与比例——“以4:1超越DoorDash，8:1超越Lyft”指的就是这些比例，而非“是Lyft的7.6倍”。

Source quality, when sources conflict

来源质量（当来源冲突时）

10-Ks / annual reports (audited)
Earnings calls / investor presentations (management commentary)
Sell-side research (analyst estimates, useful for private company sizing)
Industry reports (McKinsey, Gartner — market sizing, trends)
News (recent developments only; verify against primary sources)

10-K报告/年度报告（经审计）
财报电话会议/投资者演示文稿（管理层评论）
卖方研究报告（分析师预估，对私有公司规模估算有用）
行业报告（麦肯锡、高德纳——市场规模、趋势）
新闻（仅用于最新动态；需对照原始来源验证）

Data comparability

数据可比性

All competitor metrics from the same fiscal year; flag exceptions explicitly ("FY24" vs "H1 2024")
Same metric definitions across competitors
Convert to USD for international; note the exchange rate and date
Missing data shows as "-" or "N/A" with an "[E]" flag for estimates — never blank
Every number has a citation: "[Company] [Document] ([Date])"

所有竞品指标取自同一财年；如有例外需明确标注（如“2024财年” vs “2024年上半年”）
所有竞品的指标定义一致
国际数据转换为美元；标注汇率及日期
缺失数据显示为“-”或“N/A”，并标注“[E]”表示估算——不得留空
每个数值均需标注来源：“[公司名称] [文档类型]（[日期]）”

Design

设计规范

Slide titles are insights, not labels. "Scale leaders pulling away from niche players" — not "Competitive Analysis."
Signposts are quantified. "Margin below 40%" — not "margins decline."
Ratings show the actual. "●●● $160B" — not just "●●●."
Charts are real chart objects — not text tables dressed up to look like charts.

Typography — set explicitly, don't rely on defaults:

Slide titles: 28-32pt bold
Section headers: 18-20pt bold
Body text: 14-16pt (never below 14pt)
Table text: 14pt
Sources/footnotes: 14pt, gray
Same element type = same size throughout the deck

Charts:

Legend inside the chart boundary, not floating over the plot area
Right-side legend for pies (≤6 slices), bottom legend for line/bar (≤4 series)
More than 6 series → split into multiple charts or use a table
Pie charts show percentages on slices, not just in the legend

Tables:

Light gray header row, bold
Right-align numbers, left-align text
Enough cell padding that text doesn't touch borders

Color: 2-3 colors max. Muted — navy, gray, one accent. Same color meanings throughout.

幻灯片标题为洞察结论，而非标签。例如“规模领先者与小众玩家拉开差距”——而非“竞品分析”。
关键指标需量化。例如“利润率低于40%”——而非“利润率下滑”。
评级需附带实际数值。例如“●●● 1600亿美元”——而非仅“●●●”。
图表为真实图表对象——而非伪装成图表的文本表格。

排版——明确设置，勿依赖默认值：

幻灯片标题：28-32号粗体
章节标题：18-20号粗体
正文：14-16号（不得小于14号）
表格文本：14号
来源/脚注：14号灰色
同一类型元素的字号全程保持一致

图表规范：

图例置于图表边界内，不得覆盖绘图区域
饼图（≤6个扇区）使用右侧图例，折线图/柱状图（≤4个系列）使用底部图例
系列超过6个→拆分为多个图表或使用表格
饼图扇区需显示百分比，而非仅在图例中体现

表格规范：

表头行浅灰色、粗体
数字右对齐，文本左对齐
单元格留有足够内边距，避免文本触碰边框

色彩：最多使用2-3种颜色。色调柔和——深蓝色、灰色、一种强调色。同一颜色的含义全程保持一致。

What's strict vs. flexible

严格要求 vs 灵活调整

Always	Case-by-case
Exact titles/sections when user specifies	Creative titles when they don't
Chart when user says chart; table when they say table	Visualization type when unspecified
Every competitor/data point they list	Number of competitors when unspecified
Exact values when specified	Rounding when precision unspecified
Titles fit without overflow	Number of competitor categories
No overlapping elements	Which dimensions to compare

严格执行	视情况而定
用户指定的标题/章节需完全符合	用户未指定时可使用创意标题
用户要求用图表则用图表；要求用表格则用表格	用户未指定时可选择可视化类型
包含用户列出的所有竞品/数据点	用户未指定时可确定竞品数量
用户指定的数值需完全准确	用户未指定精度时可进行四舍五入
标题需完整显示，不得溢出	用户未指定时可确定竞品分类数量
元素不得重叠	用户未指定时可确定对比维度

Analysis workflow

分析流程

Step 0 — Industry-defining metrics

步骤0——行业核心指标

Before anything else: what 3-5 metrics does this industry actually run on? Use these consistently across every competitor.

Industry	Key metrics
SaaS	ARR, NRR, CAC payback, LTV/CAC, Rule of 40
Payments	GPV, take rate, attach rate, transaction margin
Marketplaces	GMV, take rate, buyer/seller ratio, repeat rate
Retail	Same-store sales, inventory turns, sales per sq ft
Logistics	Volume, cost per unit, on-time delivery %, capacity utilization

Industry not listed — pick the metrics investors and operators benchmark on.

首先确定：该行业的核心运营指标是哪3-5个？需在所有竞品分析中统一使用这些指标。

行业	核心指标
SaaS	ARR、NRR、CAC回收期、LTV/CAC、40法则
支付	GPV、费率、附加率、交易利润率
平台	GMV、费率、买卖双方比例、复购率
零售	同店销售额、库存周转率、每平方英尺销售额
物流	业务量、单位成本、准时交付率、产能利用率

若行业未列出——选择投资者和从业者用于对标的指标。

Step 1 — Market context

步骤1——市场背景

Size, growth, drivers, headwinds. With sources.

Correct: "Embedded payments is $80-100B in 2024, growing 20-25% CAGR (McKinsey 2024)" Wrong: "The market is large and growing rapidly"

市场规模、增长情况、驱动因素、不利因素。需标注来源。

正确示例：“嵌入式支付市场2024年规模为800-1000亿美元，年复合增长率20-25%（麦肯锡2024）” 错误示例：“市场规模大且增长迅速”

Step 2 — Industry economics

步骤2——行业经济模型

Map how value flows. Approach depends on industry structure:

Vertically structured — value chain layers, typical margin at each
Platform/network — ecosystem participants, value flows between them
Fragmented — consolidation dynamics, margin differences by scale

梳理价值流向。方法取决于行业结构：

垂直结构行业——价值链层级，各层级的典型利润率
平台/网络行业——生态参与者，参与者之间的价值流向
碎片化行业——整合动态，不同规模企业的利润率差异

Step 3 — Target company profile

步骤3——目标公司概况

Metric	Value
Revenue	$4.96B
Growth	+26% YoY
Gross Margin	45%
Profitability	$373M Adj. EBITDA
Customers	134K
Retention	92%
Market Share	~15%

Multi-segment companies add a breakdown:

Segment	Revenue	Rev YoY	Rev %	EBITDA	EBITDA YoY	Margin
Seg A	$25.1B	+26%	57%	$6.5B	+31%	26%
Seg B	$13.8B	+31%	31%	$2.5B	+64%	18%
Seg C	$5.1B	-2%	12%	-$74M	-16%	-1%
Total	$44.0B	+18%	100%	$6.5B*	-	15%

*Note corporate costs if applicable

指标	数值
营收	49.6亿美元
增长率	同比+26%
毛利率	45%
盈利能力	调整后EBITDA 3.73亿美元
客户数量	13.4万
留存率	92%
市场份额	~15%

多细分领域公司需添加细分领域 breakdown：

细分领域	营收	营收同比	营收占比	EBITDA	EBITDA同比	利润率
领域A	251亿美元	+26%	57%	65亿美元	+31%	26%
领域B	138亿美元	+31%	31%	25亿美元	+64%	18%
领域C	51亿美元	-2%	12%	-7400万美元	-16%	-1%
总计	440亿美元	+18%	100%	65亿美元*	-	15%

*若适用需注明企业成本

Step 4 — Competitor mapping

步骤4——竞品分组

Group by whichever lens fits (this is a good

ask_user_question

decision if the user hasn't specified):

By business model — platform / vertical / horizontal
By segment — enterprise / SMB / consumer
By posture — direct / adjacent / emerging
By origin — incumbent / disruptor / new entrant

选择最适合的维度进行分组（若用户未指定，可通过

ask_user_question

确认）：

按商业模式——平台型/垂直型/水平型
按细分领域——企业级/中小企业/消费者
按竞争姿态——直接竞品/间接竞品/新兴竞品
按起源——老牌企业/颠覆者/新进入者

Step 5 — Positioning visualization

步骤5——定位可视化

Type	When
2×2 matrix	Two dominant competitive factors
Radar/spider	Multi-factor comparison
Tier diagram	Natural clustering into strategic groups
Value chain map	Vertical industries
Ecosystem map	Platform markets

See

references/frameworks.md

for 2×2 axis pairs by industry.

类型	适用场景
2×2矩阵	存在两个主导竞争因素时
雷达图/蜘蛛图	多因素对比时
层级图	竞品自然聚类为战略群组时
价值链图谱	垂直行业时
生态系统图谱	平台型市场时

查看

references/frameworks.md

获取各行业的2×2矩阵轴对参考。

Step 6 — Competitor deep-dives

步骤6——竞品深度调研

Two tables per competitor.

Metrics:

Metric	Value
Revenue	$X.XB
Growth	+XX% YoY
Gross Margin	XX%
Market Cap	$X.XB
Profitability	$XXXM EBITDA
Customers	XXK
Retention	XX%
Market Share	~XX%

Qualitative:

Category	Assessment
Business	What they do (1 sentence)
Strengths	2-3 bullets
Weaknesses	2-3 bullets
Strategy	Current priorities

每个竞品对应两个表格。

指标表格：

指标	数值
营收	X.X亿美元
增长率	同比+XX%
毛利率	XX%
市值	X.X亿美元
盈利能力	XXX百万美元 EBITDA
客户数量	XX万
留存率	XX%
市场份额	~XX%

定性分析表格：

类别	评估
业务模式	核心业务（1句话）
优势	2-3个要点
劣势	2-3个要点
战略方向	当前优先级

Step 7 — Comparative analysis

步骤7——对比分析

Dimension	Company A	Company B	Company C
Scale	●●● $160B	●●○ $45B	●○○ $8B
Growth	●●○ +26%	●●● +35%	●●○ +22%
Margins	●●○ 7.5%	●○○ 3.2%	●●● 15%

维度	公司A	公司B	公司C
规模	●●● 1600亿美元	●●○ 450亿美元	●○○ 80亿美元
增长率	●●○ +26%	●●● +35%	●●○ +22%
利润率	●●○ 7.5%	●○○ 3.2%	●●● 15%

Step 8 — Strategic context

步骤8——战略背景

M&A transactions (multiples, rationale), partnership trends, capital raising patterns, regulatory developments. See

references/schemas.md

for the M&A transaction table format.

并购交易（估值倍数、交易理由）、合作趋势、融资模式、监管动态。查看

references/schemas.md

获取并购交易表格格式。

Step 9 — Synthesis

步骤9——综合分析

Moat assessment — rate each competitor Strong / Moderate / Weak on:

Moat	What to assess
Network effects	User/supplier flywheel strength; cross-side vs same-side
Switching costs	Technical integration depth, contractual lock-in, behavioral habits
Scale economies	Unit cost advantages at volume; minimum efficient scale
Intangible assets	Brand, proprietary data, regulatory licenses, patents

Required synthesis elements:

Durable advantages (hard to replicate) — map to moat categories
Structural vulnerabilities (hard to fix)
Current state vs. trajectory

For investment contexts (skip if the Phase 1 scoping said no):

Scenario	Probability	Key driver
Bull	30%	Market share gains, margin expansion
Base	50%	Current trajectory continues
Bear	20%	Competitive pressure, margin compression

护城河评估——按以下维度将每个竞品评为强/中等/弱：

护城河类型	评估要点
网络效应	用户/供应商飞轮效应强度；跨边 vs 同边效应
转换成本	技术集成深度、合同锁定、用户行为习惯
规模经济	规模化后的单位成本优势；最小有效规模
无形资产	品牌、专有数据、监管许可、专利

必备综合分析要素：

可持续优势（难以复制）——对应护城河类型
结构性弱点（难以修复）
当前状态 vs 发展趋势

针对投资场景（若第一阶段范围确定无需此内容则跳过）：

场景	概率	核心驱动因素
乐观	30%	市场份额提升、利润率扩张
基准	50%	维持当前发展轨迹
悲观	20%	竞争压力、利润率压缩

Quality checklist

质量检查清单

Before finishing:

Prompt fidelity

Slide titles match what the user specified, verbatim
Charts where they said chart; tables where they said table
Every competitor/year/data point they listed is present
Exact values and formats as specified

Data consistency

Source-file values extracted directly, not recalculated
Same metric shows the same value on every slide it appears
Same decimal precision as the source

Layout

Titles fit without overflow
No overlapping elements
All text within containers, no clipping

Content

Every number has a citation
All metrics from the same fiscal period (or flagged)
Slide titles state insights, not topics
Charts are real chart objects

Run standard visual verification checks on every slide — this catches overlaps, overflow, and low-contrast text that don't show up when you're reading back the XML.

完成前需检查：

需求忠实度

幻灯片标题与用户指定的完全一致
用户要求用图表则用图表；要求用表格则用表格
用户列出的所有竞品/年份/数据点均已包含
数值和格式与用户指定的完全一致

数据一致性

直接提取源文件数值，未重新计算
同一指标在所有出现的幻灯片中数值一致
小数精度与源文件一致

布局

标题完整显示，无溢出
元素无重叠
所有文本均在容器内，无截断

内容

每个数值均标注来源
所有指标取自同一财期（或已标注例外）
幻灯片标题为洞察结论，而非主题
图表为真实图表对象

对每张幻灯片进行标准视觉验证检查——这能发现阅读XML时看不到的重叠、溢出和低对比度文本问题。