Competitive Analysis

Competitive Analysis Skill

Analyze competitors and market dynamics to inform product strategy. Master competitive intelligence and strategic positioning.

Market Analysis

TAM/SAM/SOM Calculation

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% = $500M

Market Dynamics

| Factor | Analysis | Impact |

|--------|----------|--------|

| Growth | CAGR % | High/Med/Low |

| Competition | # players | Fragmented/Consolidated |

| Barriers | Entry difficulty | High/Med/Low |

| Regulation | Compliance needs | Increasing/Stable |

Competitor Research

Competitor Matrix

| Feature | You | Comp A | Comp B | Comp C |

|---------|-----|--------|--------|--------|

| Feature 1 | ✓ | ✓ | ✗ | ✓ |

| Feature 2 | ✓ | ✗ | ✓ | ✗ |

| Pricing | $99 | $149 | $79 | $199 |

| Target | SMB | Enterprise | Startup | Mid |

Competitive Intelligence Sources

• Public: Website, pricing, blog, press
• Product: Free trial, demo, screenshots
• Customers: Win/loss interviews
• Community: G2, Capterra, Reddit
• Industry: Analyst reports, conferences

Strategic Frameworks

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]

SWOT Analysis

STRENGTHS          | WEAKNESSES
- [Internal +]     | - [Internal -]
- [Internal +]     | - [Internal -]
-------------------+-------------------
OPPORTUNITIES      | THREATS
- [External +]     | - [External -]
- [External +]     | - [External -]

Battlecards

Sales Battlecard Template

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]

Troubleshooting

Yaygın Hatalar & Çözümler

| 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| Outdated intel | No refresh cycle | Quarterly updates |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 |

Debug Checklist

[ ] TAM/SAM/SOM assumptions documented mi?
[ ] Competitor list complete mi?
[ ] Feature matrix current mi?
[ ] Battlecards distributed mi?
[ ] Win/loss tracked mi?

Recovery Procedures

• Lost Deal → Win/loss interview, update battlecard
• New Competitor → Rapid assessment, positioning review
• Feature Gap → Prioritize, or reposition

Learning Outcomes

• Conduct competitive research
• Build competitive matrices
• Create effective battlecards
• Identify market opportunities
• Position against competitors