Competitor profiles are neutral reference data describing the alternatives our personas encounter. Competitive analysis spans four locations in the vault:
- Profiles (here) — who they are, what they offer, strengths, weaknesses
- Positioning → Product definitions and editions (“What Makes It Different”,
competitor_alternatives) - Battlecards → Communications — tactical response guides
- Landscape → Strategy — category definition and strategic context
Competitors are categorised by threat status:
- Active threat — directly competing for the same personas and segments
- Adjacent — serving overlapping needs but in a different category or model
- Emerging — new entrants that could become threats
- Declining — losing relevance in our target segments