competitor-intel-toolkit 🕵️

Stop manually stalking your competitors. Automate it.

Automated competitive intelligence with live web scraping + AI analysis. Get pricing, features, messaging, and battle cards in minutes.

😱 The Problem

You: *Opens 15 competitor tabs*
You: *Manually copies pricing into spreadsheet*
You: *Screenshots their homepage*
You: *Forgets to check again for 6 months*

Meanwhile:
- Competitor drops prices 20%
- Launches 3 new features
- Changes their entire positioning
- You find out when you lose a deal

Competitive intel is manual, tedious, and always out of date.

✨ The Solution

$ npx competitor-intel-toolkit

🏢 Your company? Acme Analytics
⚡ Your key features? real-time dashboards, no-code setup
🔗 Competitor URLs? tableau.com, looker.com, powerbi.microsoft.com

🔍 Analyzing 3 competitors...
✓ Successfully scraped 3/3 competitors
🤖 Running AI analysis...
✓ AI analysis complete

═══════════════════════════════════════════════════════════════════
           COMPETITIVE INTELLIGENCE REPORT
═══════════════════════════════════════════════════════════════════

📊 COMPETITOR OVERVIEW
┌──────────────┬────────────────────────────┬───────┬──────────┐
│ Company      │ Headline                   │ Plans │ Features │
├──────────────┼────────────────────────────┼───────┼──────────┤
│ Tableau      │ Analytics for everyone     │ 3     │ 15       │
│ Looker       │ Modern BI platform         │ 2     │ 12       │
│ Power BI     │ Transform data into action │ 4     │ 18       │
└──────────────┴────────────────────────────┴───────┴──────────┘

💰 PRICING INTELLIGENCE
  Tableau: Professional ($70/user/mo), Enterprise (Contact sales)
  Looker: Standard (Custom), Enterprise (Custom)
  Power BI: Pro ($9.99/user/mo), Premium ($20/user/mo)

🎯 POSITIONING GAPS & OPPORTUNITIES (AI)
  All competitors focus on "enterprise analytics" positioning.
  Opportunity: Position as "analytics for teams under 100" - underserved
  Messaging weakness: They all use "insights" - vague and overdone

⚔️  BATTLE CARDS (AI)
  vs. Power BI:
  - Their Weakness: Complex setup, requires IT team
  - Your Advantage: No-code setup, live in 10 minutes
  - Killer Question: "How long did your Power BI implementation take?"

💾 Export competitive intelligence report?
→ Markdown (.md)

✓ Report saved to competitor-intel-acme-analytics-2025-01-15.md

Now you know what they're doing. And what you should do differently.

🚀 Quick Start

# No install needed
npx competitor-intel-toolkit

# Or install globally
npm install -g competitor-intel-toolkit
compintel

✨ AI-Enhanced Mode (Recommended)

Set your AI API key for AI-powered insights:

# Google Gemini (recommended - free tier available)
export GEMINI_API_KEY='your-key-here'

# Or OpenAI GPT-4o-mini
export OPENAI_API_KEY='your-key-here'

npx competitor-intel-toolkit

AI Features:

• 🎯 Positioning gap analysis
• 💵 Pricing strategy insights
• 🔍 Feature gap identification
• 💬 Messaging critique
• ⚔️ Auto-generated battle cards

Models:

• Gemini 2.5 Flash (default if GEMINI_API_KEY set) - Free tier available
• GPT-4o-mini (if OPENAI_API_KEY set) - ~$0.02-0.08 per analysis

💡 What You Get

✅ Live Web Scraping

• Pricing - Plans, tiers, pricing pages
• Features - Complete feature lists
• Messaging - Headlines, value props, CTAs
• Company info - Names, taglines, descriptions

✅ Competitive Analysis

• Pricing intelligence - Plan structures, price ranges
• Feature comparison - What they have, what they don't
• Messaging analysis - How they position vs. how you should
• Competitor overview - Complete at-a-glance summary

✅ AI-Powered Insights (with API key)

• Positioning gaps - Where competitors are weak
• Pricing opportunities - Underserved price points
• Feature gaps - What's missing in the market
• Messaging critique - How to differentiate
• Battle cards - Sales enablement for each competitor

✅ Export Formats

• Markdown - For Notion, Confluence, docs
• JSON - For programmatic use

📖 How It Works

1. Enter Your Info

🏢 Your company? Acme CRM
⚡ Your features? mobile app, API integrations, custom fields
🔗 Competitor URLs? salesforce.com, hubspot.com, pipedrive.com

2. Automated Scraping

The toolkit:

• Scrapes each competitor website
• Extracts pricing, features, messaging
• Analyzes page structure and content
• Rate-limits to avoid blocking (1 req/second)

3. AI Analysis (Optional)

If you have an API key, AI analyzes:

• Positioning gaps and opportunities
• Pricing patterns and strategy
• Feature gaps (what they have, what you need)
• Messaging effectiveness and weaknesses
• Generates battle cards for sales teams

4. Beautiful Report

Get a complete competitive intelligence report:

• CLI output (color-coded, formatted)
• Exportable to Markdown or JSON
• Timestamped for tracking changes over time

🎯 Use Cases

For Product Marketers

• ✅ Build competitive battle cards
• ✅ Track competitor positioning changes
• ✅ Identify messaging opportunities
• ✅ Refresh competitive intel monthly

For Founders

• ✅ Understand competitive landscape before fundraising
• ✅ Find pricing gaps and opportunities
• ✅ Identify underserved features
• ✅ Track how market evolves

For Sales Teams

• ✅ Get updated battle cards
• ✅ Know competitor pricing in real-time
• ✅ Understand how to position vs. each competitor
• ✅ Answer "how are you different from X?"

For Product Teams

• ✅ See what features competitors ship
• ✅ Identify feature gaps in market
• ✅ Track product updates
• ✅ Validate roadmap decisions

🔥 Real-World Examples

Example 1: Pricing Intel

Input: "What are competitors charging?"
Output:
  • Competitor A: $19/user/mo (Pro), $49/user/mo (Enterprise)
  • Competitor B: Freemium + $29/mo (Team)
  • AI Insight: "Market has gap at $39/mo for mid-market teams"

Example 2: Feature Gaps

Input: "Do competitors have mobile apps?"
Output:
  • Competitor A: Yes (iOS + Android)
  • Competitor B: Yes (iOS only)
  • Competitor C: No mobile app
  • AI Insight: "Android gap = opportunity for Android-first teams"

Example 3: Messaging Analysis

Input: "How do they position?"
Output:
  • All 3 use "platform" messaging (generic)
  • All focus on "enterprise" (ignoring SMB)
  • AI Insight: "Position as 'CRM for teams under 50' - underserved"

🛡️ What Gets Scraped

| Data Point | Description | |------------|-------------| | Pricing | Plans, tiers, price points, billing models | | Features | Feature lists, capabilities, integrations | | Messaging | Headlines, subheadlines, value props, CTAs | | Company | Name, domain, tagline, meta description |

⚙️ How Scraping Works

• Cheerio - Fast, lightweight HTML parsing
• Axios - HTTP requests with custom user agent
• Rate limiting - 1 request/second to avoid blocking
• Error handling - Graceful failures, continues with other competitors
• No browser required - Pure HTTP scraping (fast)

🤖 AI Analysis Details

Supports Google Gemini 2.5 Flash (default) or OpenAI GPT-4o-mini for:

1. Positioning Analysis - Identifies gaps and opportunities
2. Pricing Strategy - Detects patterns, suggests opportunities
3. Feature Analysis - Finds what you're missing, what's unique
4. Messaging Critique - Points out weak/generic messaging
5. Battle Cards - Tactical sales enablement per competitor

Each analysis includes specific, actionable recommendations.

Priority: Gemini API key > OpenAI API key > No AI analysis

⚠️ Limitations

• Public data only - Can't access paywalled content
• Scraping fragility - If site structure changes, extraction may fail
• Rate limits - 1 req/sec to avoid blocking
• No screenshots - Text-only analysis
• English-focused - Best results with English sites

🎨 Output Modes

CLI Report (Default)

Beautiful, color-coded terminal output with tables and formatting

Markdown Export

# Competitive Intelligence Report
## Competitor Overview
| Company | Pricing | Features |
...

JSON Export

{
  "yourCompany": "Acme",
  "competitors": [...],
  "aiAnalysis": {...}
}

💬 Automate Your Competitive Intel

Stop manually checking competitor websites. Run this:

• ✅ Monthly (track pricing changes)
• ✅ Before fundraising (investor deck prep)
• ✅ Before launches (positioning refresh)
• ✅ When losing deals (understand why)

Set a reminder. Run the tool. Stay ahead.

👤 Author

Daniel Shashko

• GitHub: @danielshashko
• LinkedIn: daniel-shashko
• npm: @danielshashko

📄 License

MIT © Daniel Shashko

🕵️ Competitive Intel Is Power

"If you don't know what your competitors are doing, you're flying blind."

Stop guessing. Start knowing.

npx competitor-intel-toolkit