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Outdated intel	No refresh cycle	Quarterly updates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

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

Learning Outcomes

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