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fix: sync all skill updates and new skills into plugin bundles

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- Synced 97 existing skill SKILL.md files from skills/ to their plugin bundle copies
- Added 7 new skills to plugin bundles:
  - seo-content-brief, media-pitch -> pm-gtm
  - tax-planning-checklist -> pm-finance
  - change-management-plan -> pm-hr
  - sales-forecasting-model -> pm-sales
  - workshop-facilitation-guide -> pm-operations
  - teaching-lesson-plan -> pm-cross

Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>
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2026-04-20 21:00:00 +01:00
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plugins/pm-essentials/skills/competitive-analysis/SKILL.md
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---
name: competitive-analysis
description: Analyze competitors and create competitive landscape documentation. Use when the user asks to analyze competitors, create competitive analysis, compare features with competitors, track competitive landscape, or understand competitive positioning.
description: "Analyze competitors and create competitive landscape documentation with feature matrices, positioning maps, and strategic recommendations. Use when asked to analyze competitors, create competitive analysis, compare features with competitors, build a competitive landscape, track competitive positioning, or prepare sales battlecard inputs. Produces structured competitor profiles, feature comparison matrix, win/loss analysis, and prioritised strategic recommendations."
---
# Competitive Analysis Skill
This skill creates structured competitive analyses for product decision-making.
Create structured competitive analyses for product decision-making.
## Analysis Framework
## Required Inputs
Ask the user for these if not provided:
- **Your product or company** (what you're comparing against)
- **Competitors to analyze** (or ask to identify the top 3-5)
- **Analysis focus** (full landscape / feature comparison / pricing / positioning / win-loss)
- **Audience** (product team / leadership / sales / board)
## Process
1. Gather competitor information from provided inputs and available context
2. Build profiles for each competitor
3. Create feature comparison matrix on dimensions that matter to the user's customers
4. Analyze pricing and positioning
5. Identify win/loss patterns and strategic implications
6. **Validate** — Confirm all claims reference a specific source or are flagged as assumptions. Verify feature comparisons note quality differences, not just presence/absence.
## Output Structure
### 1. Executive Summary
- **Market Position**: Where we stand relative to competitors
- **Key Findings**: Top 3-5 insights from analysis
- **Strategic Implications**: What this means for our roadmap
- **Key Findings**: Top 3-5 insights
- **Strategic Implications**: What this means for the roadmap
### 2. Competitor Profiles
For each major competitor:
**[Competitor Name]**
For each competitor:
- **Company Overview**: Size, funding, market position
- **Target Customer**: Who they serve
- **Value Proposition**: Their core positioning
- **Business Model**: How they make money
- **Strengths**: What they do well
- **Weaknesses**: Where they fall short
- **Value Proposition**: Core positioning
- **Strengths / Weaknesses**: What they do well and where they fall short
- **Recent Activity**: Major updates, funding, announcements
### 3. Feature Comparison Matrix
| Feature | Us | Competitor A | Competitor B | Competitor C |
|---------|-----|--------------|--------------|--------------|
| Core Feature 1 | ✅ Full | ✅ Full | ⚠️ Limited | ❌ None |
| Core Feature 2 | ✅ Full | ⚠️ Limited | ✅ Full | ✅ Full |
| Advanced Feature 1 | ⚠️ Beta | ❌ None | ✅ Full | ❌ None |
| [Feature] | ✅ Full | ⚠️ Limited | ❌ None | ✅ Full |
Legend:
- ✅ Full: Complete, production-ready feature
- ⚠️ Limited/Beta: Partial or in-development
- ❌ None: Feature not available
Legend: ✅ Full (production-ready) · ⚠️ Limited/Beta · ❌ None
Include notes on quality/implementation differences where significant.
Include notes on quality and implementation differences where significant.
### 4. Pricing Comparison
| Plan Type | Us | Competitor A | Competitor B | Competitor C |
|-----------|-----|--------------|--------------|--------------|
| Free/Trial | $0 | $0 | $0 | N/A |
| Starter | $29/mo | $25/mo | $39/mo | $49/mo |
| Professional | $79/mo | $89/mo | $79/mo | $99/mo |
| Enterprise | Custom | Custom | $299/mo | Custom |
| Plan | Us | Competitor A | Competitor B |
|------|-----|--------------|--------------|
| Free/Trial | [price] | [price] | [price] |
| Pro | [price] | [price] | [price] |
| Enterprise | [price] | [price] | [price] |
**Pricing Strategy Notes**:
- How our pricing compares
- Value perception
- Packaging differences
### 5. Market Positioning Map
### 5. Strengths & Weaknesses Analysis
**Our Competitive Advantages:**
1. [Strength] - [Why it matters]
2. [Strength] - [Why it matters]
3. [Strength] - [Why it matters]
**Our Gaps vs. Competition:**
1. [Gap] - [Impact on customers]
2. [Gap] - [Impact on customers]
3. [Gap] - [Impact on customers]
### 6. Customer Perception Analysis
**What Customers Say About Competitors** (from reviews, G2, social media):
**Competitor A:**
- Most Praised: [Common positive feedback]
- Most Criticized: [Common complaints]
- Typical User: [Who uses them]
**Competitor B:**
- Most Praised: [Common positive feedback]
- Most Criticized: [Common complaints]
- Typical User: [Who uses them]
### 7. Market Positioning Map
Describe or diagram positioning on key dimensions:
Position competitors on two key dimensions relevant to the market:
- Y-Axis: [e.g., Enterprise vs. SMB]
- X-Axis: [e.g., Simple vs. Comprehensive]
**Our Position**: [Where we sit and why]
**Whitespace Opportunities**: [Underserved segments]
### 8. Win/Loss Analysis
### 6. Win/Loss Analysis
**Why We Win Against Competitors:**
- Better at: [Specific capabilities]
- Target customers that value: [What matters]
**Why We Win:**
- Better at: [specific capabilities]
- Customers who value: [what matters to them]
**Why We Lose to Competitors:**
- When customers need: [Specific requirements]
- When they prioritize: [What they value]
**Why We Lose:**
- When customers need: [specific requirements]
- Their advantage: [what tips the decision]
### 9. Strategic Implications & Recommendations
### 7. Strategic Recommendations
**Immediate Actions** (0-3 months):
1. [Action] - [Rationale]
2. [Action] - [Rationale]
**Immediate Actions (0-3 months):**
1. [Action] — [Rationale]
**Medium-term Strategy** (3-12 months):
1. [Action] - [Rationale]
2. [Action] - [Rationale]
**Medium-term (3-12 months):**
1. [Action] — [Rationale]
**Long-term Positioning** (12+ months):
1. [Strategic direction] - [Rationale]
## Quality Checks
## Analysis Best Practices
**Data Sources:**
- Competitor websites and documentation
- G2, Capterra, TrustRadius reviews
- Customer interviews (especially win/loss)
- Sales team feedback
- Social media and community discussions
- Industry analysts and reports
- Competitor job postings (reveal strategy)
**Quality Standards:**
✅ Use recent data (within 3-6 months)
✅ Include sources for claims
✅ Focus on verifiable facts over assumptions
✅ Consider different customer segments
✅ Update regularly (at least quarterly)
❌ Don't rely solely on competitor marketing
❌ Don't ignore smaller/emerging competitors
❌ Don't assume features work well just because they exist
❌ Don't forget about indirect/substitute competitors
**Ethical Guidelines:**
- Use only publicly available information
- Don't misrepresent competitor capabilities
- Be honest about their strengths
- Don't disparage competitors personally
## Monitoring Cadence
**Weekly**: Check for major announcements, funding, leadership changes
**Monthly**: Review feature releases, pricing changes, marketing campaigns
**Quarterly**: Comprehensive feature comparison, strategic assessment
**Annually**: Market position analysis, long-term trend evaluation
## Example Analysis Section
```
## Competitor Profile: DataSync Pro
**Company Overview**
- Founded 2019, 85 employees, $12M Series A (2023)
- Fast-growing in mid-market segment
- Strong presence in Europe
**Target Customer**
- Mid-market companies (100-1000 employees)
- Technical users comfortable with APIs
- Data-intensive operations
**Value Proposition**
"The fastest way to sync data across your entire stack"
- Focus on speed and reliability
- Developer-first approach
**Business Model**
- Freemium with generous free tier
- Usage-based pricing above free limits
- Professional services for enterprise
**Strengths**
- Superior sync speed (2-3x faster than alternatives)
- Best-in-class developer documentation
- Strong developer community (5k+ GitHub stars)
- Excellent uptime (99.97% vs industry 99.5%)
- Modern, intuitive API design
**Weaknesses**
- Limited no-code options (requires technical knowledge)
- Smaller integration library (45 vs our 120)
- No dedicated enterprise features
- Limited customization options
- Support can be slow (avg 8hr response time)
**Recent Activity**
- Jan 2026: Released real-time sync capabilities
- Dec 2025: Raised $12M Series A
- Nov 2025: Added webhooks and event streaming
- Hired ex-Stripe engineering lead as CTO
**Strategic Implications**
- Their focus on speed creates pressure on our performance
- Developer-first approach winning technical buyers
- Gaps in no-code and enterprise create opportunities
- Need to monitor their enterprise moves closely
```
## Feature Comparison Best Practices
When comparing features:
1. **Group by Category**
- Core functionality
- Integration capabilities
- Analytics/reporting
- Security/compliance
- Collaboration features
2. **Note Quality Differences**
- Not all implementations are equal
- Speed, reliability, UX matter
- Example: "Both have API, but theirs has rate limits"
3. **Consider the Complete Experience**
- Onboarding process
- Documentation quality
- Support responsiveness
- Mobile experience
4. **Identify Gaps That Matter**
- What customers actually care about
- Not just feature count
- Focus on differentiators
## Win/Loss Analysis Template
When analyzing why you win or lose deals:
**Win Against [Competitor]**
- **Scenarios**: When do we win?
- **Key Differentiators**: What tips the decision?
- **Customer Quotes**: What they tell us
- **Typical Profile**: Who chooses us?
**Loss Against [Competitor]**
- **Scenarios**: When do we lose?
- **Their Advantages**: What tips the decision?
- **Customer Quotes**: What they tell us
- **Typical Profile**: Who chooses them?
**Lessons Learned**
- What we need to improve
- What we need to communicate better
- Where we should compete differently
- [ ] All competitor claims cite a source or are flagged as assumptions
- [ ] Feature comparison notes quality differences, not just feature presence
- [ ] Strategic recommendations are specific actions, not generic advice
- [ ] Win/loss analysis reflects customer perspective, not internal assumptions
- [ ] Different customer segments are considered (not all buyers value the same things)