# Competitive Analysis Process in the pm-market-research Plugin: A 5-Step Workflow > Master the competitive analysis process with this 5-step workflow in the pm-market-research plugin. Transform prompts into structured markdown reports using the competitor-analysis skill. - Repository: [Pawel Huryn/pm-skills](https://github.com/phuryn/pm-skills) - Tags: how-to-guide - Published: 2026-07-10 --- **The pm-market-research plugin executes a deterministic five-step competitive analysis workflow that transforms user prompts into structured markdown reports through the `/competitive-analysis` command and the underlying `competitor-analysis` skill.** The competitive analysis process in the pm-market-research plugin provides product managers with a systematic approach to mapping market landscapes and identifying strategic opportunities. This open-source tool, maintained in the `phuryn/pm-skills` repository, separates user interface concerns from analytical logic to deliver reproducible competitive intelligence. By invoking the `/competitive-analysis` command, users trigger a structured pipeline that progresses from context clarification to actionable strategic recommendations. ## How the Competitive Analysis Process Works The workflow defined in [`pm-market-research/skills/competitor-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/competitor-analysis/SKILL.md) follows a deterministic pipeline: **invoke → clarify context → discover competitors → deep-dive research → structured synthesis → actionable recommendations**. ### Step 1: Invocation and Context Clarification Users initiate the competitive analysis process by issuing the `/competitive-analysis` command documented in [`pm-market-research/commands/competitive-analysis.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/competitive-analysis.md). The command accepts a product or market description as its primary argument. ```markdown /competitive-analysis AI-powered project management tools ``` Upon invocation, the plugin executes the **Understand the Competitive Context** phase. This step prompts clarifying questions regarding the product category, specific competitors to include or exclude, the analytical lens (features, pricing, positioning, or market share), and the intended use case for the final output. This scoping ensures subsequent research targets the correct strategic questions. ### Step 2: Competitor Discovery and Classification The `competitor-analysis` skill directs the model to perform structured market mapping through web research. According to the skill definition, the analysis must identify: - **5 direct competitors** targeting the same buyer persona and use case - **2-3 indirect competitors** solving the same job-to-be-done through alternative approaches - Emerging or disruptive players when market signals indicate potential category shifts This classification distinguishes between immediate market threats and adjacent innovators, providing a complete view of the competitive landscape. ### Step 3: Deep-Dive Competitor Profiling For each identified competitor, the skill gathers standardized intelligence across five dimensions: 1. **Positioning** – Brand messaging, target audience definitions, and core value propositions 2. **Strengths and Weaknesses** – Product capabilities, market perception, and documented user complaints 3. **Pricing** – Revenue models, specific price points, and tiered structure complexity 4. **Market Traction** – Funding history, team size metrics, and customer base signals 5. **Recent Strategic Moves** – Product launches, partnership announcements, and pivot indicators This standardized data collection ensures comparability across competitors and eliminates gaps in the analysis. ### Step 4: Structured Report Synthesis The skill assembles findings into a comprehensive markdown report following the template defined in the command documentation. The output structure includes: - **Market Overview** – Category definition and growth dynamics - **Competitive Set Summary** – Market share estimates and positioning maps - **Detailed Competitor Profiles** – Individual deep-dives on business models and capabilities - **Competitive Threats and Advantages** – Direct comparison matrices - **Differentiation Opportunities** – White space identification for the target product - **Positioning Recommendations** – Strategic narrative suggestions - **12-18 Month Outlook** – Risk and opportunity forecasting The [`commands/competitive-analysis.md`](https://github.com/phuryn/pm-skills/blob/main/commands/competitive-analysis.md) file provides the concrete markdown template that the plugin populates with research findings. ### Step 5: Actionable Next Steps Following delivery of the analysis, the workflow enters an iterative loop by suggesting concrete follow-up actions. These recommendations typically include creating competitive battlecards, refining product positioning statements, or identifying specific feature gaps requiring development resources. This step transforms research into execution. ## Command and Skill Architecture The pm-market-research plugin maintains clean separation between interface and logic. The **`/competitive-analysis`** command in [`pm-market-research/commands/competitive-analysis.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/competitive-analysis.md) serves as the user-facing entry point, while the **`competitor-analysis`** skill in [`pm-market-research/skills/competitor-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/competitor-analysis/SKILL.md) contains the reasoning and data-gathering logic. The plugin registration occurs in [`pm-market-research/.claude-plugin/plugin.json`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/.claude-plugin/plugin.json), which exposes the command to Claude. This architecture allows teams to modify output templates without altering the underlying research methodology, or vice versa. ## Running a Competitive Analysis To execute the competitive analysis process, invoke the command with a specific product description: ```markdown /competitive-analysis AI-powered project management tools ``` The plugin returns a structured markdown document resembling the following partial output: ```markdown ## Competitive Analysis: AI-powered project management tools **Date**: 2026-07-10 **Analyzed**: 5 competitors ### Market Overview The project-management SaaS market is growing ~12% YoY, driven by remote-work adoption... ### Competitive Landscape | Competitor | Category | Target | Positioning | Strength | Weakness | |-----------|----------|--------|------------|----------|----------| | Notion | Collaboration | Teams & individuals | All-in-one workspace | Flexibility, strong community | Steep learning curve | | Asana | Project Management | Enterprises | Structured work tracking | Robust integrations | Limited free tier | | Monday.com| Work OS | Mid-market | Visual workflows | Customizable boards | High pricing | ### Differentiation Opportunities 1. **Integrated AI assistance** – competitors lack real-time smart suggestions. 2. **Transparent pricing** – simplify tiered plans to lower churn. ### Recommendations - **Double down on** AI-driven task automation. - **Close the gap on** native Gantt charts. ``` ## Summary - The competitive analysis process follows a deterministic **5-step workflow** from invocation to strategic recommendations. - The **`/competitive-analysis`** command triggers the process, while the **`competitor-analysis`** skill defines the research methodology. - Analysis requires identification of **5 direct and 2-3 indirect competitors** with standardized profiling across positioning, pricing, and market traction. - Output follows a structured markdown template with sections for market overview, competitor profiles, and **12-18 month strategic outlook**. - Source files are located at [`pm-market-research/commands/competitive-analysis.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/competitive-analysis.md) and [`pm-market-research/skills/competitor-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/competitor-analysis/SKILL.md). ## Frequently Asked Questions ### How do I initiate the competitive analysis process in the pm-market-research plugin? Invoke the `/competitive-analysis` command followed by your product or market description. For example: `/competitive-analysis cloud-based CRM solutions`. The plugin will immediately begin the context clarification phase to scope the research parameters. ### What types of competitors does the skill identify? The `competitor-analysis` skill categorizes competitors into three groups: **5 direct competitors** serving the same buyer with similar solutions, **2-3 indirect competitors** addressing the same job-to-be-done through different means, and emerging disruptive players when relevant. This taxonomy ensures comprehensive market coverage. ### Where is the output template defined for the competitive analysis report? The markdown template and output structure are defined in [`pm-market-research/commands/competitive-analysis.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/commands/competitive-analysis.md) under the **Generate Competitive Analysis** block. The skill logic in [`pm-market-research/skills/competitor-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/competitor-analysis/SKILL.md) determines what content populates each section of this template. ### Can I customize the number of competitors analyzed? The skill definition specifies 5 direct and 2-3 indirect competitors as the default research scope. To modify these parameters, you would need to edit the `competitor-analysis` skill file at [`pm-market-research/skills/competitor-analysis/SKILL.md`](https://github.com/phuryn/pm-skills/blob/main/pm-market-research/skills/competitor-analysis/SKILL.md) and adjust the competitor discovery instructions accordingly.