Competitor Website Teardown and Profile
Turns a competitor's URLs into a sourced profile covering positioning, real ICP, pricing math, proof, momentum, weak spots, and next steps.
Before & after
Same prompt, same agent — the only difference is the skill.
I can research that for you. We'd visit their website, look at their pricing page, see what features they're highlighting, read through their marketing materials. We'd probably check out their about page to understand how they position themselves, and maybe look at some reviews to get a sense of what customers say about them. You could also look at their product roadmap if they publish one, or check their social media to see what they're talking about. Once we gather all that, we could summarize it and compare it to what you're doing. Do you want to focus on any particular features or segments?
ACTIVECAMPAIGN: STRUCTURED COMPETITIVE PROFILE PRICING ARCHITECTURE → Tier 1 (Lite): 9 USD/month; email, basic automation, 1 user (positions: solopreneurs, low commitment) → Tier 2 (Plus): 49 USD/month; CRM, landing pages, email, SMS, 3 users (positions: growing SMB) → Tier 3 (Professional): 149 USD/month; advanced automation, custom objects, deals, 5 users → Tier 4 (Enterprise): custom; white-label, API access, dedicated support → Payment: monthly or annual (15% discount), no overage charges for email volume → Positioning signal: 'All plans include' message appears on every tier page (feature parity sales tactic) FEATURE MATRIX (vs your platform) ActiveCampaign strength zones: Email-SMS integration (tight), landing-page builder (drag-drop, templates), deal pipeline (visual sales board). Weak zones: AI-driven automation (generic; your AI agents > their 'predictive sending'). Custom integrations (350+ via Zapier; native integrations fewer than yours). POSITIONING LANGUAGE → Homepage headline: 'CRM, marketing automation, and service platform for growing teams' (broad, safe) → Differentiation call-outs: 'All-in-one', 'customer experience platform', '350+ integrations' → Audience frame: mid-market that needs consolidated tooling (NOT agencies, NOT enterprises) MARKET STRATEGY → Sales motion: freemium (limited; email-only 500-contacts). Focus on Plus→Professional upsell. → Expansion signal: SMS and AI-automation modules (separate charges on top of base plan).
About this skill
Most competitor research ends up as a doc that repeats the competitor's own marketing back to you, mixes old guesses with current facts, and never says what to do next. This skill reads a competitor's live site the way an analyst would. It treats every headline, pricing gate, and customer logo as a strategy decision, ties each fact to a source URL, and finishes with concrete moves for your positioning, pricing, and sales.
What it does
- Quotes their headline and positioning word for word, then works out who they really sell to by comparing the copy with their logos and examples
- Reads the pricing page as strategy: what they charge by (seats, usage, etc.), which features are locked to top tiers, seat minimums, annual-only catches, and the real cost at your customer's size, with the math shown
- Tags every claim as Observed, Site claim, Third-party, Inferred, or Unknown, so nobody repeats the competitor's marketing as fact
- Reads momentum from the changelog pace, open job roles, and signs the site has gone stale
- Groups review-site complaints by theme to find the weak spots worth going after
- Compares 2-5 competitors side by side, refreshes an outdated profile by showing what changed, or condenses everything into a one-page battlecard for a specific deal
What you get
A dated competitor profile with sources listed and a threat rating. It covers positioning, pricing, product, proof, and momentum, and ends with 3-5 evidence-backed moves you can make. Pages that failed to load are listed, never filled in from guesswork.
Best for
Founders, product marketers, and sales leads at SaaS and digital-product companies who need competitor intelligence they can trust before a positioning workshop, a pricing change, or a competitive deal.
SKILL.md preview
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name: competitor-website-teardown
description: Builds an evidence-tagged competitor profile from a company's live website - positioning, real ICP, pricing mechanics, product breadth, proof, momentum signals, and weaknesses - with every fact tied to a source URL and a so-what for the user's own strategy. Use when the user says "profile this competitor", "what is this company actually selling", "break down their pricing", "competitive teardown of these URLs", "battlecard prep, we're up against them in a deal", "a new competitor just launched, how worried should we be", "our competitor doc is out of date", "we keep losing deals to them and I don't get why".
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