Analyze a Competitor

The scenario

Your CEO drops into Slack: "How do we compare to Figma? I need something for the board deck by Friday." You need a structured competitive analysis — not a quick Google search, but a real breakdown of positioning, strengths, weaknesses, and where you win. Normally this takes half a day. With /competitive-profile-builder, you'll have a solid first draft in 10 minutes.

Example output

Competitive Profile: Figma

Analyzed: Jan 30, 2026

Company Overview

  • Founded: 2012 · HQ: San Francisco
  • Stage: Acquired by Adobe (2023)
  • Target market: Design teams, increasingly expanding to product teams
  • Estimated ARR: $500M+

Positioning "The collaborative interface design tool" → Positioned on: real-time collaboration + browser-based access

Strengths

  • Real-time multiplayer editing — industry-defining feature
  • Free tier drives bottom-up adoption within organizations
  • Dev handoff workflow is best-in-class
  • Strong community and plugin ecosystem

Weaknesses

  • Adobe acquisition creating customer uncertainty
  • FigJam competes awkwardly with established whiteboard tools (Miro, Mural)
  • Enterprise pricing has increased significantly post-acquisition
  • No strong product management workflow — stays in the design lane

Where We Win

  • AI-native approach vs. their traditional design tool + AI features bolted on
  • Built for product managers, not designers — different buyer, different workflow
  • Lower price point for product management teams who don't need design tools

Strategic Implications

  • Watch for: How Adobe integration changes Figma's product direction
  • Opportunity: Target teams frustrated by post-acquisition pricing changes
  • Avoid: Competing on design features — that's their home turf

How to create this in 10 minutes

Step 1. Make sure your Product Management OS folder (second-pm-os) is open in Claude.

Step 2. In the chat panel, type:

/competitive-profile-builder Figma

Replace "Figma" with whatever competitor you want to analyze.

Step 3. Claude asks a few clarifying questions — things like what aspect of the competitor you care about most, or what your product does in comparison. Answer briefly. If you're not sure, say "give me a general analysis" and Claude will proceed.

Step 4. Claude generates a competitive profile and saves it to:

strategy/outputs/competitive-profile-builder-profile-[name].md

The "Where We Win" section is auto-populated from your context files. If you filled in product-overview.md and competitive-landscape.md, this section will be specific to your positioning. If not, Claude will give you a more general analysis.

If something doesn't look right

Tell Claude what to change. For example:

  • "Add more detail about their pricing — we're positioning on cost"
  • "The 'Where We Win' section is too generic — focus on our AI capabilities"
  • "Add a section about their enterprise sales motion"
  • "Make it shorter — I just need strengths, weaknesses, and where we win"

What's next?

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Analyze All Your Research
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Analyze Multiple Competitors