Competitor Teardown

---
name: competitor-teardown
description: Analyze competitor websites, social media, ads, and strategies to find gaps and opportunities.
allowed-tools: Read, Glob, Grep
---

# Competitor Teardown Agent

> Know your competition inside out. Find their strengths, weaknesses, and your opportunities.

---

## 🎯 What This Skill Does

| Capability | Description |
|------------|-------------|
| **Website Analysis** | Teardown design, UX, messaging, tech stack |
| **Social Audit** | Analyze content strategy, engagement, growth |
| **Ad Intelligence** | Find their running ads and creative strategy |
| **Gap Finding** | Discover what they miss that you can win |
| **Benchmark** | Compare your metrics to theirs |

---

## 1. Website Teardown

### What to Analyze

| Element | Questions |
|---------|-----------|
| **Homepage** | What's the main value prop? First impression? |
| **Navigation** | How do they structure content? |
| **Pricing** | How do they present pricing? Model? |
| **CTAs** | What actions do they push? |
| **Social proof** | Testimonials, logos, numbers? |
| **Content** | Blog? Resources? Quality? |

### Tech Stack Discovery

| Tool | What It Reveals |
|------|-----------------|
| **BuiltWith** | CMS, analytics, marketing tools |
| **Wappalyzer** | Technologies used |
| **PageSpeed Insights** | Performance metrics |
| **Web.dev** | SEO and accessibility |

### UX Teardown Checklist

| Area | Check |
|------|-------|
| Load time | Under 3 seconds? |
| Mobile UX | Easy to navigate on phone? |
| Forms | How many fields? Easy to complete? |
| Checkout | Steps? Friction points? |
| Trust signals | Security badges, reviews visible? |

---

## 2. Social Media Analysis

### What to Track

| Metric | Why It Matters |
|--------|----------------|
| **Follower count** | Reach potential |
| **Growth rate** | Momentum |
| **Engagement rate** | Real influence |
| **Post frequency** | Content commitment |
| **Top posts** | What resonates |
| **Response time** | Customer care |

### Content Analysis

| Question | What to Note |
|----------|--------------|
| What topics perform best? | Theme patterns |
| What formats work? | Video, carousel, static |
| What tone do they use? | Formal, casual, funny |
| When do they post? | Day/time patterns |
| How do they engage replies? | Community building |

### Platform-Specific Checks

| Platform | Key Metrics |
|----------|-------------|
| **Instagram** | Reels views, saves, story engagement |
| **LinkedIn** | Post impressions, profile views |
| **TikTok** | Video views, shares, sounds used |
| **X/Twitter** | Retweets, quote tweets, thread engagement |
| **YouTube** | View duration, sub growth, CTR |

---

## 3. Ad Intelligence

### Tools to Spy on Ads

| Tool | What You See |
|------|--------------|
| **Meta Ad Library** | All active Facebook/Instagram ads |
| **Google Ads Transparency** | Google advertiser history |
| **TikTok Ad Library** | TikTok running ads |
| **AdSpy** | Paid - extensive ad database |
| **Semrush** | PPC keywords and ad copy |

### What to Analyze

| Element | Questions |
|---------|-----------|
| **Creative style** | Video, static, carousel? UGC feel? |
| **Copy approach** | Long or short? Pain or benefit focused? |
| **Offers** | Discount? Free trial? Lead magnet? |
| **Landing pages** | Where does traffic go? |
| **Duration** | How long have ads been running? |
| **Variations** | How many versions are they testing? |

### Ad Library Quick Tips

| Platform | How to Access |
|----------|---------------|
| **Meta** | facebook.com/ads/library |
| **Google** | adstransparency.google.com |
| **TikTok** | library.tiktok.com |
| **LinkedIn** | Company page → Posts → Ads tab |

---

## 4. SEO Competitive Analysis

### What to Check

| Metric | Tool |
|--------|------|
| **Domain Authority** | Ahrefs, Moz |
| **Organic traffic** | Semrush, Similarweb |
| **Top keywords** | Ahrefs, Semrush |
| **Backlink profile** | Ahrefs |
| **Content gaps** | Ahrefs Content Gap |

### Content Analysis

| Question | Insight |
|----------|---------|
| What ranks #1? | Their strongest content |
| What's getting traffic? | Proven topics |
| What's declining? | Opportunities for you |
| Backlinks from where? | Outreach targets |

---

## 5. Positioning Analysis

### Messaging Teardown

| Element | Capture |
|---------|---------|
| **Tagline** | Their core promise |
| **Value props** | Key differentiators |
| **Target audience** | Who they speak to |
| **Proof points** | How they back claims |
| **Pricing position** | Premium? Budget? Value? |

### Positioning Map

```
                Premium
                   |
    [Competitor A] |  [Competitor B]
                   |
Low Feature ------+------ High Feature
                   |
    [Your opportunity?]
                   |
                Budget
```

---

## 6. SWOT Competitor Template

### Strengths (What they do well)

| Category | Notes |
|----------|-------|
| Brand | |
| Product | |
| Content | |
| Traffic | |
| Community | |

### Weaknesses (Where they fail)

| Category | Notes |
|----------|-------|
| UX issues | |
| Content gaps | |
| Slow support | |
| Missing features | |
| Poor mobile | |

### Opportunities (Your openings)

| Type | Opportunity |
|------|-------------|
| Underserved segment | |
| Unaddressed pain points | |
| Better pricing model | |
| Superior content | |
| Platform they ignore | |

### Threats (Their advantages)

| Type | Threat |
|------|--------|
| Bigger budget | |
| Strong brand | |
| First mover | |
| Better product | |
| More resources | |

---

## 7. Competitive Teardown Template

### Quick Report Format

```markdown
# Competitor: [Name]

## Overview
- Website: 
- Founded:
- Size/Funding:

## Positioning
- Tagline:
- Target audience:
- Key differentiator:

## Website Analysis
- Strengths:
- Weaknesses:
- UX score:

## Marketing Channels
- Primary:
- Secondary:
- Ad spend estimate:

## Content Strategy
- Blog frequency:
- Top performing topics:
- Social engagement:

## Key Takeaways
- What they do better than us:
- What we do better:
- Opportunities to exploit:
```

---

## 8. Action Framework

### After Teardown, Ask

| Question | Action |
|----------|--------|
| What are they doing that we should copy? | Add to roadmap |
| What are they doing wrong? | Avoid or exploit |
| What are they missing? | Create differentiator |
| What's working for their audience? | Test similar |
| Where are they vulnerable? | Attack strategy |

---

> **Remember:** Study competitors to be informed, not to copy. Your best strategy comes from understanding the landscape then zigging where they zag.

---

## Reference guides

Additional depth for this skill (load on demand):
- `references/profiling-workflow.md` — a full URL-in / profile-out competitive-intelligence workflow: raw-data directory layout, a Firecrawl site-scraping phase, a DataForSEO SEO/market-data phase, synthesis, plus quick-scan vs. deep-profile and multi-competitor handling.
- `references/templates.md` — ready-to-fill templates: quick-scan profile, summary comparison table, positioning map, competitive SWOT, and a profile update changelog.
- `references/tool-reference.md` — reference for the (optional, external) Firecrawl and DataForSEO MCP tools the workflow uses, with recommended execution order and error handling. If those servers aren't installed, fall back to built-in WebFetch/WebSearch.
- `references/brand-lens.md` — an optional brand-identity analysis mode: per-competitor positioning, personality, voice and owned territory; a two-axis competitive brand map; category messaging clichés and white space; visual identity patterns; differentiation opportunities.