Fetch: [competitor] homepage, pricing page, about page, product page
Search: "[competitor]" "we help" OR "the only" OR "unlike"
Search: "[competitor]" case study OR customer story

Search: "[competitor]" site:g2.com OR site:capterra.com
Search: "[competitor]" reviews "switched from" OR "moved to"

Search: "[competitor]" advertisement OR sponsored
Search: "[competitor]" vs OR alternative OR compare

Search: "[competitor]" site:reddit.com OR site:twitter.com complaints OR issues
Search: "[competitor]" "looking for alternative" OR "anyone use"

Fetch: [competitor] pricing page
Search: "[competitor]" pricing OR cost OR "how much"

# Battlecard: [Your Product] vs [Competitor]
Last updated: [DATE] | Confidence: [High/Medium — based on data freshness]

---

## Quick Reference (The 30-Second Version)

**They say:** "[Their positioning headline]"
**We say:** "[Our counter-positioning]"
**We win when:** [Deal profile where we have advantage]
**We lose when:** [Deal profile where they have advantage]
**Best opening move:** "[Question or statement to frame the deal]"

---

## Competitor Overview

| | [Competitor] |
|---|---|
| **Founded** | [Year] |
| **Funding** | [Amount / stage] |
| **Headcount** | [Estimate] |
| **Target market** | [Who they serve] |
| **Pricing** | [Model + range] |
| **Category** | [How they position] |

---

## Positioning Traps

Questions to ask early in the deal that frame the evaluation in your favor:

1. **"[Question that highlights your strength]"**
   → If they say [X], you win because [reason]
   → If they say [Y], pivot to [angle]

2. **"[Question that exposes competitor weakness]"**
   → Their answer will likely be [X], which reveals [limitation]

3. **"[Question about a capability they lack]"**
   → They can't do this. When the prospect asks them, it plants doubt.

---

## Landmine Questions

Drop these casually — they'll come up when the prospect evaluates the competitor:

- "Have you asked [competitor] about [specific limitation]?"
- "When you evaluate [competitor], make sure to test [area where they're weak]."
- "One thing worth checking: [competitor] pricing can get expensive once you [usage trigger]."

---

## Objection Handling

### "Why shouldn't we just go with [Competitor]?"
> "[Direct response — acknowledge their strength, pivot to your differentiation]"

### "[Competitor] has more features / is more established"
> "[Response — focus on what matters for this buyer's use case, not feature count]"

### "[Competitor] is cheaper"
> "[Response — reframe on total cost, hidden costs, or value per dollar]"

### "[Competitor] has [big customer logo]"
> "[Response — your relevant social proof + why logo != fit]"

### "We're already using [Competitor]"
> "[Response — switching cost vs cost of staying, what's changed]"

---

## Feature Comparison (Honest Assessment)

| Capability | Us | [Competitor] | Verdict |
|-----------|-----|-------------|---------|
| [Feature 1] | [Status + context] | [Status + context] | [Who wins + why] |
| [Feature 2] | ... | ... | ... |
| [Feature 3] | ... | ... | ... |
| Pricing transparency | ... | ... | ... |
| Onboarding speed | ... | ... | ... |
| Support quality | ... | ... | ... |

---

## Their Customers Say (From Reviews)

### What they love (don't fight these):
- "[Quote from review]" — [Platform, Role]
- "[Quote]" — ...

### What they hate (exploit these):
- "[Quote from negative review]" — [Platform, Role]
- "[Quote]" — ...
- "[Quote]" — ...

---

## Pricing Comparison

| | Us | [Competitor] |
|---|---|---|
| **Entry price** | [$/mo] | [$/mo] |
| **Mid-tier** | [$/mo] | [$/mo] |
| **Enterprise** | [Custom / $X] | [Custom / $X] |
| **Free tier** | [What's included] | [What's included] |
| **Hidden costs** | [None / list] | [Implementation, overages, etc.] |

**Pricing attack angle:** [How to frame pricing comparison favorably]

---

## Win Themes (What Wins Deals)

Based on competitive patterns:
1. **[Theme]** — "[Proof point or quote]"
2. **[Theme]** — ...
3. **[Theme]** — ...

## Loss Themes (What Loses Deals)

Be aware — we tend to lose when:
1. **[Pattern]** — Mitigation: [strategy]
2. **[Pattern]** — Mitigation: [strategy]

---

## Quick Responses for Email/Chat

**When prospect mentions [competitor]:**
> "[2-sentence response for email or Slack]"

**When asked for a comparison:**
> "[3-sentence elevator pitch vs competitor]"