competitive-brief

Anthropic ｜ 行銷與 SEO ｜ 原文 ｜ Apache-2.0

研究競爭對手，產出定位、訊息與內容缺口的比較簡報

---
name: competitive-brief
description: 研究競爭對手，產出定位與訊息的比較，附上內容缺口、機會與威脅。用在製作業務 battlecard、找出競爭對手還沒佔下的定位缺口與訊息切角，或是對手有動作、需要評估衝擊的時候。
argument-hint: "<competitor or market segment>"
---

# 競品簡報（Competitive Brief）

> 如果看到不熟的佔位符，或需要確認目前連了哪些工具，請看 [CONNECTORS.md](../../CONNECTORS.md)。

研究競爭對手，產出結構化的競品分析，比較定位、訊息、內容策略和市場存在感。

## 觸發條件

使用者執行 `/competitive-brief`，或是要求做競品分析、競爭對手研究、市場比較。

## 輸入

向使用者收集以下資訊：

1. **競爭對手名稱**：要分析的一個或多個對手（必填）

2. **你的公司／產品背景**（選填，但建議提供）：
   - 賣什麼、賣給誰
   - 你的定位或價值主張
   - 想強調的關鍵差異化

3. **聚焦領域**（選填，沒指定就全部涵蓋）：
   - 訊息與定位
   - 產品與功能比較
   - 內容與思想領導策略
   - 近期公告與新聞
   - 定價與方案包裝（如果有公開）
   - 市場存在感與受眾

## 研究流程

針對每個對手，用網路搜尋做研究：

1. **公司網站**：首頁訊息、產品頁、關於我們、定價頁
2. **近期新聞**：新聞稿、募資公告、產品發表、合作（近 6 個月）
3. **內容策略**：部落格主題、資源類型、社群媒體經營、網路研討會、podcast
4. **評論網站與比較文章**：第三方比較、分析師提及、客戶評論的主題
5. **職缺**：能反映策略方向的徵才訊號（選填）

### 研究來源

從以下幾類來源蒐集情報：

#### 一手來源（直接來自對手）
- **網站**：首頁、產品頁、定價、關於我們、徵才頁
- **部落格與資源中心**：內容主題、發文頻率、深度
- **社群媒體帳號**：訊息、互動、內容策略
- **產品 demo 與免費試用**：UX、功能、onboarding 體驗
- **網路研討會與活動**：主題、講者、受眾參與度
- **新聞稿與新聞室**：公告、合作、里程碑
- **職缺**：能透露策略優先順序的徵才訊號（例如在招新產品線或新市場的人）

#### 二手來源（第三方）
- **評論網站**：G2、Capterra、TrustRadius、Product Hunt，看客戶情緒的主題
- **分析師報告**：Gartner、Forrester、IDC，看市場定位與類別歸屬
- **新聞報導**：TechCrunch、產業刊物，看募資、合作、敘事
- **社群聆聽**：各社群平台上的提及、情緒、聲量佔比
- **SEO 工具**：關鍵字排名、自然流量估計、內容缺口
- **財務申報**：營收、成長率、投資領域（針對上市公司）
- **社群論壇**：社群論壇（如 Reddit、Discourse）、產業聊天群組（如 Slack 社群），看使用者情緒

### 研究頻率
- **深度競品分析**：每季一次（所有來源完整研究）
- **競品監控**：每月一次（掃描新公告、內容、訊息變化）
- **即時警示**：持續進行（針對對手品牌提及、新聞、職缺設定警示）

## 競品簡報結構

### 1. 執行摘要（Executive Summary）
- 用 2-3 句話概述競爭格局
- 關鍵結論：你最大的機會和最大的威脅

### 2. 競爭對手檔案

針對每個對手：

#### 公司概況
- 他們做什麼（一句話定位）
- 目標受眾
- 公司規模／階段指標（募資、員工數，有的話）
- 近期重要發展

#### 訊息分析
- 主要標語或標題
- 核心價值主張
- 關鍵訊息主題（3-5 個）
- 語氣與調性描述
- 他們怎麼描述自己要解決的問題

#### 產品／解決方案定位
- 他們怎麼歸類自己的產品
- 他們強調的主要功能
- 宣稱的差異化
- 定價做法（如果有公開）

#### 內容策略
- 部落格頻率與主題
- 產出的內容類型（電子書、網路研討會、案例研究、工具）
- 社群媒體經營與互動方式
- 思想領導主題
- SEO 策略觀察（他們看起來在主攻哪些關鍵字）

#### 優勢
- 他們做得好的地方
- 訊息打動人的地方
- 競爭優勢

#### 弱點
- 訊息或定位上的缺口
- 他們容易被攻擊的地方
- 客戶抱怨或批評的主題（來自評論）

### 3. 訊息比較矩陣

| 面向 | 你的公司 | 競爭對手 A | 競爭對手 B |
|-----------|-------------|--------------|--------------|
| 主要標語 | ... | ... | ... |
| 目標買家 | ... | ... | ... |
| 關鍵差異化 | ... | ... | ... |
| 語氣／調性 | ... | ... | ... |
| 核心價值主張 | ... | ... | ... |

（只有使用者提供了定位背景，才放進使用者自己的公司）

### 4. 內容缺口分析
- 競爭對手有寫、你沒寫的主題（或反過來）
- 他們在用、你也可以採用的內容形式
- 他們佔據的關鍵字或主題，以及他們錯過的機會

### 5. 機會
- 你可以利用的定位缺口
- 競爭對手還沒佔下的訊息切角
- 他們服務不足的受眾區隔
- 內容或通路上的機會

### 6. 威脅
- 競爭對手強、你容易吃虧的地方
- 對他們定位有利的趨勢
- 可能改變市場的近期動作

### 7. 建議行動
- 根據分析提出 3-5 個具體可執行的建議
- 速效項目（這週就能動手的事）
- 策略性動作（較長期的定位或內容投資）

## 分析框架

### 訊息比較框架

#### 價值主張比較

針對每個對手，記錄：
- **承諾（Promise）**：他們承諾客戶能達成什麼
- **佐證（Evidence）**：他們怎麼證明這個承諾（數據、客戶見證、demo）
- **機制（Mechanism）**：他們的產品怎麼兌現承諾（「怎麼運作」）
- **獨特性（Uniqueness）**：他們宣稱只有自己做得到的事

#### 敘事分析

找出每個對手的故事弧線：
- **反派（Villain）**：他們把什麼問題或敵人當作對立面（現狀、老舊工具、複雜度）
- **英雄（Hero）**：故事裡誰是英雄（客戶？產品？團隊？）
- **轉變（Transformation）**：他們承諾的前後差別是什麼？
- **風險（Stakes）**：如果不行動會怎樣？

這能看出定位策略和情感訴求。

#### 訊息的強項與弱點

針對每個對手的訊息，評估：
- **清晰度**：第一次來的訪客能在 5 秒內看懂他們在做什麼嗎？
- **差異化**：他們的定位是獨特的，還是很泛用？
- **佐證**：他們有用證據支持宣稱嗎？
- **一致性**：各通路的訊息一致嗎？
- **共鳴**：他們的訊息有打中客戶真正的痛點嗎？

### 內容缺口分析方法

#### 內容盤點比較

用以下方式把各對手的內容對照起來：

| 主題 | 你的內容 | 競爭對手 A | 競爭對手 B | 缺口？ |
|-------------|-------------|--------------|--------------|------|
| [主題 1] | 部落格文章、電子書 | 部落格系列、網路研討會 | 無 | B 有機會 |
| [主題 2] | 無 | 白皮書 | 部落格文章、影片 | 你有缺口 |
| [主題 3] | 案例研究 | 無 | 案例研究 | 持平 |

#### 內容類型覆蓋

| 內容形式 | 你 | 對手 A | 對手 B | 對手 C |
|----------------|-----|--------|--------|--------|
| 部落格文章 | Y | Y | Y | Y |
| 案例研究 | Y | Y | N | Y |
| 電子書／白皮書 | N | Y | Y | N |
| 網路研討會 | Y | Y | Y | N |
| Podcast | N | N | Y | N |
| 影片內容 | N | Y | Y | Y |
| 互動工具 | N | N | N | Y |
| 範本／資源 | Y | N | Y | N |

#### 找出內容機會
1. **他們有寫、你沒寫的主題**：你內容策略上可能的缺口
2. **你有寫、他們沒寫的主題**：可以放大的潛在差異化
3. **他們用、你沒用的形式**：可能觸及新受眾的形式缺口
4. **他們有顧及、你沒顧及的受眾區隔**：服務不足的受眾
5. **他們有排名、你沒有排名的搜尋詞**：SEO 內容缺口

#### 內容品質評估
- 深度：只是表面，還是完整透徹？
- 新鮮度：定期更新，還是已經過時？
- 互動：文章有沒有留言、分享、連結？
- 製作品質：純文字，還是多媒體？
- 思想領導：有原創見解，還是炒冷飯？

### 定位策略

#### 定位聲明框架

針對你的公司和每個對手，定義（或反推）他們的定位聲明：

> 對 [目標受眾] 來說，[產品／公司] 是 [類別]，能 [關鍵效益／差異化]，因為 [可信的理由]。

範例：
> 對中型市場 SaaS 行銷團隊來說，Acme 是把規劃和執行整合在同一個工作空間的活動管理平台，因為它建立在單一資料模型上，消除了工具零碎的問題。

#### 定位圖

用你所在市場最重要的兩個維度，把競爭對手畫在 2x2 矩陣上：

常見的軸線組合：
- **價格 vs. 能力**（低成本／基本 vs. 高價／功能完整）
- **易用性 vs. 強大程度**（簡單／有限 vs. 複雜／彈性）
- **聚焦中小企業 vs. 聚焦大型企業**（自助式／個人 vs. 業務主導／團隊）
- **單點解決方案 vs. 平台**（把一件事做好 vs. 做很多事）
- **創新 vs. 老牌**（新做法 vs. 經過驗證的實績）

找出哪個象限服務不足，或你的差異化在哪裡最強。

#### 類別策略
- **創造新類別**：如果你做的事真的不一樣，就定義並佔下這個類別（高風險、高報酬）
- **重新定義現有類別**：改變買家評估這個類別的方式，讓它對你的強項有利
- **贏下現有類別**：在大家認可的標準上正面競爭，執行得比對手好
- **在類別裡做利基**：佔下某個特定區隔、使用情境或受眾

#### 要避開的定位陷阱
- 針對競爭對手定位，而不是針對客戶需求定位
- 宣稱太多差異化（挑 1-2 個最重要的）
- 用客戶根本不會用的類別術語
- 用功能定位，而不是用成果定位
- 太常改定位（會讓市場搞混）

### 製作 Battlecard

競品 battlecard 是給業務和行銷團隊用的一頁式參考資料。內容要包含：

#### 標頭
- 競爭對手名稱與 logo
- 最後更新日期
- 競爭勝率（如果有追蹤）

#### 快速總覽
- 他們做什麼（一句話）
- 他們的目標客戶
- 定價模式摘要
- 近期重要發展

#### 他們的說法
- 他們怎麼形容自己
- 他們的主要標語
- 他們宣稱的前 3 大差異化

#### 優勢（要誠實）
- 他們真正有競爭力的地方
- 客戶喜歡他們什麼（來自評論）
- 他們領先的功能或能力

#### 弱點
- 客戶一致的抱怨（來自評論）
- 技術限制
- 產品上的缺口
- 客戶反映不滿意的地方

#### 我們的差異化
- 3-5 個你的產品或做法具體不同的地方
- 每一項都要寫：差異化是什麼、為什麼對客戶重要、佐證

#### 異議處理
| 如果潛在客戶說... | 回應方式... |
|------------------------|----------------|
| 「[競爭對手] 也有做 X」 | 「我們的做法不一樣的地方在...」 |
| 「[競爭對手] 比較便宜」 | 「這個價差能換到的是...」 |
| 「我聽說 [競爭對手] 評價不錯」 | 「他們在 X 很強。我們的差別在...」 |

#### 要埋的地雷
在早期就問潛在客戶、能凸顯你優勢的問題：
- 「你們目前怎麼處理 [競爭對手弱的領域]？」
- 「[你有而他們缺的能力] 對你們有多重要？」
- 「你們有考慮過 [你的產品能降低的風險] 嗎？」

#### 要拆的地雷
競爭對手可能會鼓勵潛在客戶拿來問你的問題，以及事先準備好的回應。

#### 勝敗主題
- 對上這個對手時，常見的贏單原因
- 輸給這個對手的常見原因
- 哪些類型的潛在客戶偏好他們、哪些偏好你

#### Battlecard 維護
- 至少每季檢視並更新一次
- 對手有重大公告後立刻更新
- 納入業務團隊的勝敗回饋
- 追蹤哪些異議處理的回應最有效

## 輸出

用清楚的格式呈現完整的競品簡報。記下研究的日期，讓使用者知道資料的新鮮程度。

簡報之後，詢問：

「需要我幫你：
- 根據這份分析，為業務團隊做一份 battlecard？
- 草擬能利用已找出的定位缺口的訊息？
- 更深入研究某個特定的競爭對手？
- 擬定競品監控計畫？」

---
name: competitive-brief
description: Research competitors and generate a positioning and messaging comparison with content gaps, opportunities, and threats. Use when building sales battlecards, when finding positioning gaps and messaging angles competitors haven't claimed, or when a competitor makes a move and you need to assess the impact.
argument-hint: "<competitor or market segment>"
---

# Competitive Brief

> If you see unfamiliar placeholders or need to check which tools are connected, see [CONNECTORS.md](../../CONNECTORS.md).

Research competitors and generate a structured competitive analysis comparing positioning, messaging, content strategy, and market presence.

## Trigger

User runs `/competitive-brief` or asks for a competitive analysis, competitor research, or market comparison.

## Inputs

Gather the following from the user:

1. **Competitor name(s)** — one or more competitors to analyze (required)

2. **Your company/product context** (optional but recommended):
   - What you sell and to whom
   - Your positioning or value proposition
   - Key differentiators you want to highlight

3. **Focus areas** (optional — if not specified, cover all):
   - Messaging and positioning
   - Product and feature comparison
   - Content and thought leadership strategy
   - Recent announcements and news
   - Pricing and packaging (if publicly available)
   - Market presence and audience

## Research Process

For each competitor, research using web search:

1. **Company website** — homepage messaging, product pages, about page, pricing page
2. **Recent news** — press releases, funding announcements, product launches, partnerships (last 6 months)
3. **Content strategy** — blog topics, resource types, social media presence, webinars, podcasts
4. **Review sites and comparisons** — third-party comparisons, analyst mentions, customer review themes
5. **Job postings** — hiring signals that indicate strategic direction (optional)

### Research Sources

Gather intelligence from these categories of sources:

#### Primary Sources (Direct from Competitor)
- **Website**: homepage, product pages, pricing, about page, careers
- **Blog and resource center**: content themes, publishing frequency, depth
- **Social media profiles**: messaging, engagement, content strategy
- **Product demos and free trials**: UX, features, onboarding experience
- **Webinars and events**: topics, speakers, audience engagement
- **Press releases and newsroom**: announcements, partnerships, milestones
- **Job postings**: hiring signals that reveal strategic priorities (e.g., hiring for a new product line or market)

#### Secondary Sources (Third-Party)
- **Review sites**: G2, Capterra, TrustRadius, Product Hunt — customer sentiment themes
- **Analyst reports**: Gartner, Forrester, IDC — market positioning and category placement
- **News coverage**: TechCrunch, industry publications — funding, partnerships, narrative
- **Social listening**: mentions, sentiment, share of voice across social platforms
- **SEO tools**: keyword rankings, organic traffic estimates, content gaps
- **Financial filings**: revenue, growth rate, investment areas (for public companies)
- **Community forums**: community forums (e.g. Reddit, Discourse), industry chat groups (e.g. Slack communities) — user sentiment

### Research Cadence
- **Deep competitive analysis**: quarterly (full research across all sources)
- **Competitive monitoring**: monthly (scan for new announcements, content, messaging changes)
- **Real-time alerts**: ongoing (set up alerts for competitor brand mentions, press, job postings)

## Competitive Brief Structure

### 1. Executive Summary
- 2-3 sentence overview of the competitive landscape
- Key takeaway: your biggest opportunity and biggest threat

### 2. Competitor Profiles

For each competitor:

#### Company Overview
- What they do (one-sentence positioning)
- Target audience
- Company size/stage indicators (funding, employee count if available)
- Key recent developments

#### Messaging Analysis
- Primary tagline or headline
- Core value proposition
- Key messaging themes (3-5)
- Tone and voice characterization
- How they describe the problem they solve

#### Product/Solution Positioning
- How they categorize their product
- Key features they emphasize
- Claimed differentiators
- Pricing approach (if publicly available)

#### Content Strategy
- Blog frequency and topics
- Content types produced (ebooks, webinars, case studies, tools)
- Social media presence and engagement approach
- Thought leadership themes
- SEO strategy observations (what terms they appear to target)

#### Strengths
- What they do well
- Where their messaging resonates
- Competitive advantages

#### Weaknesses
- Gaps in their messaging or positioning
- Areas where they are vulnerable
- Customer complaints or criticism themes (from reviews)

### 3. Messaging Comparison Matrix

| Dimension | Your Company | Competitor A | Competitor B |
|-----------|-------------|--------------|--------------|
| Primary tagline | ... | ... | ... |
| Target buyer | ... | ... | ... |
| Key differentiator | ... | ... | ... |
| Tone/voice | ... | ... | ... |
| Core value prop | ... | ... | ... |

(Include user's company only if they provided their positioning context)

### 4. Content Gap Analysis
- Topics your competitors cover that you do not (or vice versa)
- Content formats they use that you could adopt
- Keywords or themes they own vs. opportunities they have missed

### 5. Opportunities
- Positioning gaps you can exploit
- Messaging angles your competitors have not claimed
- Audience segments they are underserving
- Content or channel opportunities

### 6. Threats
- Areas where competitors are strong and you are vulnerable
- Trends that favor their positioning
- Recent moves that could shift the market

### 7. Recommended Actions
- 3-5 specific, actionable recommendations based on the analysis
- Quick wins (things you can act on this week)
- Strategic moves (longer-term positioning or content investments)

## Analysis Frameworks

### Messaging Comparison Frameworks

#### Value Proposition Comparison

For each competitor, document:
- **Promise**: what they promise the customer will achieve
- **Evidence**: how they prove the promise (data, testimonials, demos)
- **Mechanism**: how their product delivers on the promise (the "how it works")
- **Uniqueness**: what they claim only they can do

#### Narrative Analysis

Identify each competitor's story arc:
- **Villain**: what problem or enemy they position against (status quo, legacy tools, complexity)
- **Hero**: who is the hero in their story (the customer? the product? the team?)
- **Transformation**: what before/after do they promise?
- **Stakes**: what happens if you do not act?

This reveals positioning strategy and emotional appeals.

#### Messaging Strengths and Vulnerabilities

For each competitor's messaging, assess:
- **Clarity**: can a first-time visitor understand what they do in 5 seconds?
- **Differentiation**: is their positioning distinct or generic?
- **Proof**: do they back up claims with evidence?
- **Consistency**: is messaging consistent across channels?
- **Resonance**: does their messaging address real customer pain points?

### Content Gap Analysis Methodology

#### Content Audit Comparison

Map content across competitors by:

| Topic/Theme | Your Content | Competitor A | Competitor B | Gap? |
|-------------|-------------|--------------|--------------|------|
| [Topic 1] | Blog post, ebook | Blog series, webinar | Nothing | Opportunity for B |
| [Topic 2] | Nothing | Whitepaper | Blog post, video | Gap for you |
| [Topic 3] | Case study | Nothing | Case study | Parity |

#### Content Type Coverage

| Content Format | You | Comp A | Comp B | Comp C |
|----------------|-----|--------|--------|--------|
| Blog posts | Y | Y | Y | Y |
| Case studies | Y | Y | N | Y |
| Ebooks/Whitepapers | N | Y | Y | N |
| Webinars | Y | Y | Y | N |
| Podcast | N | N | Y | N |
| Video content | N | Y | Y | Y |
| Interactive tools | N | N | N | Y |
| Templates/Resources | Y | N | Y | N |

#### Identifying Content Opportunities
1. **Topics they cover that you do not**: potential gaps in your content strategy
2. **Topics you cover that they do not**: potential differentiators to amplify
3. **Formats they use that you do not**: format gaps that could reach new audiences
4. **Audience segments they address that you do not**: underserved audiences
5. **Search terms they rank for that you do not**: SEO content gaps

#### Content Quality Assessment
- Depth: surface-level or comprehensive?
- Freshness: regularly updated or stale?
- Engagement: do posts get comments, shares, links?
- Production value: text-only or multimedia?
- Thought leadership: original insights or rehashed content?

### Positioning Strategy

#### Positioning Statement Framework

For your company and each competitor, define (or reverse-engineer) their positioning statement:

> For [target audience], [product/company] is the [category] that [key benefit/differentiator] because [reason to believe].

Example:
> For mid-market SaaS marketing teams, Acme is the campaign management platform that unifies planning and execution in one workspace because it is built on a single data model that eliminates tool fragmentation.

#### Positioning Map

Plot competitors on a 2x2 matrix using the two most important dimensions for your market:

Common axis pairs:
- **Price vs. Capability** (low cost / basic vs. premium / full-featured)
- **Ease of Use vs. Power** (simple / limited vs. complex / flexible)
- **SMB Focus vs. Enterprise Focus** (self-serve / individual vs. sales-led / team)
- **Point Solution vs. Platform** (does one thing well vs. does many things)
- **Innovative vs. Established** (new approach vs. proven track record)

Identify which quadrant is underserved or where your differentiation is strongest.

#### Category Strategy
- **Create a new category**: if you do something genuinely different, define and own the category (high risk, high reward)
- **Reframe the existing category**: change how buyers evaluate the category to favor your strengths
- **Win the existing category**: compete directly on recognized criteria and out-execute
- **Niche within the category**: own a specific segment, use case, or audience

#### Positioning Pitfalls to Avoid
- Positioning against a competitor rather than for a customer need
- Claiming too many differentiators (pick 1-2 that matter most)
- Using category jargon the customer does not use
- Positioning on features rather than outcomes
- Changing positioning too frequently (confuses the market)

### Battlecard Creation

A competitive battlecard is a one-page reference for sales and marketing teams. Include:

#### Header
- Competitor name and logo
- Last updated date
- Competitive win rate (if tracked)

#### Quick Overview
- What they do (one sentence)
- Their target customer
- Pricing model summary
- Key recent developments

#### Their Pitch
- How they describe themselves
- Their primary tagline
- Their top 3 claimed differentiators

#### Strengths (Be Honest)
- Where they genuinely compete well
- What customers like about them (from reviews)
- Features or capabilities where they lead

#### Weaknesses
- Consistent customer complaints (from reviews)
- Technical limitations
- Gaps in their offering
- Areas where customers report dissatisfaction

#### Our Differentiators
- 3-5 specific ways your product or approach is different
- For each: the differentiator, why it matters to the customer, and proof

#### Objection Handling
| If the prospect says... | Respond with... |
|------------------------|----------------|
| "[Competitor] does X too" | "Here is how our approach differs..." |
| "[Competitor] is cheaper" | "Here is what that price difference gets you..." |
| "I've heard good things about [Competitor]" | "They are strong at X. Where we differ is..." |

#### Landmines to Set
Questions to ask prospects early that highlight your advantages:
- "How do you currently handle [area where competitor is weak]?"
- "How important is [capability you have that they lack]?"
- "Have you considered [risk that your product mitigates]?"

#### Landmines to Defuse
Questions competitors might encourage prospects to ask you, with prepared responses.

#### Win/Loss Themes
- Common reasons deals are won against this competitor
- Common reasons deals are lost to this competitor
- What types of prospects favor them vs. you

#### Battlecard Maintenance
- Review and update quarterly at minimum
- Update immediately after major competitor announcements
- Incorporate win/loss feedback from sales team
- Track which objection-handling responses are most effective

## Output

Present the full competitive brief with clear formatting. Note the date of the research so the user knows the freshness of the data.

After the brief, ask:

"Would you like me to:
- Create a battlecard for your sales team based on this analysis?
- Draft messaging that exploits the positioning gaps identified?
- Dive deeper into any specific competitor?
- Set up a competitive monitoring plan?"