---

name: competitor-analyzer description: Analyze competitor positioning using browser automation (Claude in Chrome + Chrome MCP) allowed-tools:

• Read
• WebFetch
• Task
• mcp__claude-in-chrome__read_page
• mcp__claude-in-chrome__navigate
• mcp__claude-in-chrome__get_page_text
• mcp__claude-in-chrome__computer
• mcp__claude-in-chrome__tabs_context_mcp
• mcp__claude-in-chrome__tabs_create_mcp invocation: user

---

Competitor Analyzer

Use this skill to analyze competitor websites and extract their positioning strategy. Uses browser automation to visit and analyze competitor pages.

What to Analyze

1. Awareness Level Targeting

• What awareness level are they targeting? (Unaware → Most Aware)
• Are they explaining the problem or assuming awareness?
• How sophisticated is their messaging?

2. Persuasion Levers Used

Score their use of Cialdini's 7 levers:

• Authority signals
• Social proof
• Commitment mechanics
• Likeability/brand
• Reciprocity (free value)
• Scarcity
• Unity/community

3. NESB Scoring

Rate their headlines and copy:

• NEW: How novel is their positioning?
• EASY: How friction-free do they appear?
• SAFE: How trustworthy/proven?
• BIG: How transformational is the promise?

4. Tribe Building

• Do they have a defined enemy?
• Are they building a movement?
• What dreams do they encourage?
• What fears do they address?

5. Positioning Statement

Extract their core positioning:

• Who is it for?
• What problem do they solve?
• How are they different?
• What's their unique mechanism?

Analysis Process

Step 1: Navigate to Competitor Site

Use browser tools to navigate to the competitor's website.

Step 2: Extract Key Content

Capture:

• Hero section/headline
• Subheadline
• Key features/benefits
• Social proof elements
• CTAs
• Pricing (if visible)

Step 3: Apply Frameworks

Score against all 5 marketing frameworks.

Step 4: Identify Opportunities

Find gaps and differentiation opportunities.

Output Format

Copy## Competitor Analysis Report

### Competitor: [Name]
**URL**: [Website URL]
**Tagline**: "[Their main headline]"

---

### Positioning Summary

**Target audience**: [Who they're targeting]
**Problem they solve**: [Core problem]
**Unique mechanism**: [How they claim to be different]
**Awareness level targeted**: [Unaware/Problem/Solution/Product/Most Aware]

---

### Framework Scores

#### Awareness Level Analysis
- **Target level**: [Level]
- **Evidence**: [What makes you say this]
- **Market sophistication stage**: [1-5]

#### Persuasion Levers (Cialdini)

| Lever | Score | Evidence |
|-------|-------|----------|
| Authority | X/10 | [What they show] |
| Social Proof | X/10 | [What they show] |
| Commitment | X/10 | [Onboarding mechanics] |
| Liking | X/10 | [Brand personality] |
| Reciprocity | X/10 | [Free value offered] |
| Scarcity | X/10 | [Urgency tactics] |
| Unity | X/10 | [Community/tribe] |
| **Total** | XX/70 | |

#### NESB Score

| Dimension | Score | Evidence |
|-----------|-------|----------|
| NEW | X/10 | [Novelty claims] |
| EASY | X/10 | [Friction reduction] |
| SAFE | X/10 | [Trust signals] |
| BIG | X/10 | [Outcome promises] |
| **Total** | XX/40 | |

#### Tribe Building

| Element | Present? | How Used |
|---------|----------|----------|
| Encourage dreams | Y/N | [Example] |
| Justify failures | Y/N | [Example] |
| Allay fears | Y/N | [Example] |
| Confirm suspicions | Y/N | [Example] |
| Throw rocks at enemies | Y/N | [Example] |

---

### Key Messaging Elements

**Hero headline**:
> "[Their main headline]"

**Subheadline**:
> "[Their subheadline]"

**Key differentiators claimed**:
1. [Differentiator 1]
2. [Differentiator 2]
3. [Differentiator 3]

**Social proof shown**:
- [Customer logos]
- [Testimonials]
- [Numbers/stats]

**CTA used**:
> "[Their primary CTA text]"

---

### Competitive Opportunities

#### Gaps in Their Positioning
1. [Gap 1 - what they're not addressing]
2. [Gap 2 - what they're not addressing]

#### Differentiation Opportunities
1. [How to position differently]
2. [Underserved angle]

#### Messaging Weaknesses
1. [Weakness to exploit]
2. [Claim you can counter]

---

### Recommendations

**Position against them by**:
1. [Specific recommendation]
2. [Specific recommendation]

**Avoid**:
1. [What not to copy from them]
2. [Where they're strong - don't compete head-on]

Browser Automation Notes

Using Claude in Chrome

1. First check if Chrome extension is connected using tabs_context_mcp
2. Navigate to competitor URL
3. Take screenshot to capture visual layout
4. Use read_page to extract content
5. Use get_page_text for full text content

Fallback: WebFetch

If browser automation fails:

1. Use WebFetch to retrieve page content
2. Parse HTML/text for key elements
3. Note that visual elements won't be captured

Multiple Competitors

When analyzing multiple competitors:

1. Create comparison table
2. Identify category patterns
3. Find white space no one occupies
4. Recommend unique positioning

Example Quick Analysis

Competitor: Linear (project management)

Positioning: "Linear is a purpose-built tool for planning and building products"

Key strengths:

• Strong design/brand (Liking: 9/10)
• Speed as differentiator (EASY: 8/10)
• "Built for modern teams" identity (Unity: 7/10)

Key gaps:

• Limited social proof on homepage
• No clear enemy defined
• Doesn't address migration fears

Opportunity: Position as "Linear for [specific use case]" or attack their enterprise gaps.