competitive-analysis
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ChineseCompetitive Analysis Skill
竞品分析Skill
Analyze competitors and market dynamics to inform product strategy. Master competitive intelligence and strategic positioning.
分析竞品与市场动态，为产品战略提供依据。掌握竞品情报与战略定位方法。
Market Analysis
市场分析
TAM/SAM/SOM Calculation
TAM/SAM/SOM 计算
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% = $500MTAM (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% = $500MMarket Dynamics
市场动态
| Factor | Analysis | Impact |
|---|---|---|
| Growth | CAGR % | High/Med/Low |
| Competition | # players | Fragmented/Consolidated |
| Barriers | Entry difficulty | High/Med/Low |
| Regulation | Compliance needs | Increasing/Stable |
| 影响因素 | 分析内容 | 影响程度 |
|---|---|---|
| 市场增长 | CAGR % | High/Med/Low |
| 竞争格局 | # players | Fragmented/Consolidated |
| 进入壁垒 | Entry difficulty | High/Med/Low |
| 监管政策 | Compliance needs | Increasing/Stable |
Competitor Research
竞品调研
Competitor Matrix
竞品矩阵
| Feature | You | Comp A | Comp B | Comp C |
|---|---|---|---|---|
| Feature 1 | ✓ | ✓ | ✗ | ✓ |
| Feature 2 | ✓ | ✗ | ✓ | ✗ |
| Pricing | $99 | $149 | $79 | $199 |
| Target | SMB | Enterprise | Startup | Mid |
| 功能特性 | 我方 | 竞品A | 竞品B | 竞品C |
|---|---|---|---|---|
| Feature 1 | ✓ | ✓ | ✗ | ✓ |
| Feature 2 | ✓ | ✗ | ✓ | ✗ |
| 定价 | $99 | $149 | $79 | $199 |
| 目标客户 | SMB | Enterprise | Startup | Mid |
Competitive Intelligence Sources
竞品情报来源
- Public: Website, pricing, blog, press
- Product: Free trial, demo, screenshots
- Customers: Win/loss interviews
- Community: G2, Capterra, Reddit
- Industry: Analyst reports, conferences
- 公开渠道: 官网、定价页面、博客、新闻稿
- 产品层面: 免费试用、演示、截图
- 客户层面: 赢单/丢单访谈
- 社区平台: G2、Capterra、Reddit
- 行业渠道: 分析师报告、行业会议
Strategic Frameworks
战略框架
Porter's Five Forces
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]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
SWOT Analysis
STRENGTHS | WEAKNESSES
- [Internal +] | - [Internal -]
- [Internal +] | - [Internal -]
-------------------+-------------------
OPPORTUNITIES | THREATS
- [External +] | - [External -]
- [External +] | - [External -]STRENGTHS | WEAKNESSES
- [Internal +] | - [Internal -]
- [Internal +] | - [Internal -]
-------------------+-------------------
OPPORTUNITIES | THREATS
- [External +] | - [External -]
- [External +] | - [External -]Battlecards
Battlecards（销售作战卡）
Sales Battlecard Template
销售作战卡模板
COMPETITOR: [Name]
POSITIONING:
"[Competitor] is [category] focused on [segment].
We are [differentiator]."
WIN THEMES:
1. [Your advantage 1]
2. [Your advantage 2]
3. [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]竞品: [名称]
定位陈述:
"[竞品]是专注于[细分领域]的[品类]产品。
我方的差异化优势在于[差异化点]。"
赢单核心论点:
1. [我方优势1]
2. [我方优势2]
3. [我方优势3]
异议处理:
问: "为什么不选择[竞品]？"
答: "[竞品]在[X方面]表现出色，但我方[我方优势]"
竞品软肋:
- [软肋1]
- [软肋2]Troubleshooting
问题排查
Yaygın Hatalar & Çözümler
常见问题与解决方案
| 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 |
| 问题 | 可能原因 | 解决方案 |
|---|---|---|
| 情报过时 | 无更新机制 | 每季度更新 |
| 遗漏竞品 | 视野局限 | 扩大搜索范围 |
| 功能同质化 | 缺乏差异化 | 挖掘独特定位 |
| 丢单 | 定位模糊 | 开展赢单/丢单分析 |
Debug Checklist
排查清单
[ ] TAM/SAM/SOM assumptions documented mi?
[ ] Competitor list complete mi?
[ ] Feature matrix current mi?
[ ] Battlecards distributed mi?
[ ] Win/loss tracked mi?[ ] 是否已记录TAM/SAM/SOM的假设依据？
[ ] 竞品清单是否完整？
[ ] 功能矩阵是否为最新版本？
[ ] 作战卡是否已同步相关人员？
[ ] 是否跟踪赢单/丢单情况？Recovery Procedures
补救流程
- Lost Deal → Win/loss interview, update battlecard
- New Competitor → Rapid assessment, positioning review
- Feature Gap → Prioritize, or reposition
- 丢单 → 开展赢单/丢单访谈，更新作战卡
- 新竞品出现 → 快速评估，重新审视定位
- 功能差距 → 优先研发，或重新定位
Learning Outcomes
学习成果
- Conduct competitive research
- Build competitive matrices
- Create effective battlecards
- Identify market opportunities
- Position against competitors
- 开展竞品调研
- 制作竞品矩阵
- 打造高效销售作战卡
- 挖掘市场机会
- 制定竞品对抗定位