Competitor Teardown

The Competitor Teardown is a Claude skill that takes one competitor's website URL and gives you back a folder of six markdown files breaking down exactly how they sell. Their headlines, their tiers, their CTAs, quoted verbatim. Plus a short list of where they're weak.

The Problem

You have a product or just an idea. But you know there are three or four companies already doing a version of what you're doing, and before you write a single line of homepage copy you need to understand exactly how they pitch it. So you open a tab. Then another. Then six more...

Forty minutes in, their pricing page is on one monitor and a half-written Google Doc on the other. You started a sticky note titled "things to differentiate against" with one bullet: "be more honest??" Eventually you close the tabs, write your hero section anyway, and it sounds suspiciously like theirs.

It's exhausting. You don't need to read a competitor. You need a structured breakdown that quotes their actual copy back at you, shows you where their funnel leaks, and tells you the three specific angles to attack from.

What this Claude skill does

• Crawls their key public pages in parallel: homepage, pricing, about, features, customers, blog, signup landing, discovered from their nav, footer, sitemap, and robots.txt, plus in-page links to comparison and use-case pages the nav hides.
• Builds a verbatim swipe file of headlines, sub-headlines, CTAs, social proof language, and audience-naming patterns. No paraphrasing. Quotes only, with the source URL on every line.
• Documents their pricing tier-by-tier: tier names, prices, what's included, what's locked behind the next tier, free trial terms, guarantees, billing cadence, annual discounts.
• Maps their funnel: top-of-funnel CTAs, signup field requirements, demo flow, what's gated vs. open, what they promise post-signup.
• Reads their content strategy: pillar topics, post cadence, formats, what their ICP cares about that they don't cover (your content opportunity).
• Closes with 3–5 counter-positioning angles: each one tied to a specific observed gap, not generic strategy advice.

Why it's amazing!

• It finds the pages the nav hides. Most tools stop at the menu bar. This one also reads the sitemap, robots.txt, and in-page links, so legacy pricing pages, comparison pages, and use-case landers get pulled in too.
• Every claim in every file traces back to a URL in sources.md. So you see exactly where it comes from.
• The differentiation angles are specific. "Their pricing locks every useful feature behind the $99 tier. Undercut with a $29 plan that includes [the gated feature]" rather than "be more authentic."
• One dated folder per teardown. Re-run it in six months and diff against the past to see what they changed.

Who it's for

Anyone about to ship something into a market that already has incumbents.

Founders writing their first homepage and trying not to sound like every other tool in the category. Marketers benchmarking pricing before a re-tier. Product folks doing positioning work who need to see the whole competitive picture on one screen. Solo operators who don't have a research team. Agency strategists prepping a competitive brief for a client kickoff.

If you've ever had fourteen tabs open trying to figure out how the incumbent pitches it, this is for you.

How it works

You give it a URL or a company name. It does the crawl, the synthesis, and the file layout.

Example prompts:

• "Tear down stripe.com"
• "Competitor teardown on linear.app, I'm launching a project tool for solo founders"
• "Analyze posthog.com, just the pricing and the swipe file"
• "I'm pre-launching a CRM for indie SaaS, tear down Attio so I can position against them"
• "Pull a swipe file from convertkit.com and tell me what they don't talk about on their blog"
• "Benchmark our pricing against beehiiv.com"

Sample output for a teardown of linear.app:

output/linear-app-teardown-2026-05-28/
├── README.md
├── positioning.md
├── offer-pricing.md
├── swipe-file.md
├── funnel-flow.md
├── content-strategy.md
└── sources.md

Inside swipe-file.md:

## Hero Section

### Headline
> "Linear is a purpose-built tool for planning and building products"
Source: https://linear.app

### Primary CTA button text
> "Get started"
Source: https://linear.app

## Section Headlines (H2s across key pages)

- > "Built on craft and quality" (https://linear.app)
- > "Designed for high-performance teams" (https://linear.app/features)
- > "From idea to ship, all in one place" (https://linear.app/features)

Inside README.md, the closing section:

## How to Differentiate

1. **Solo-founder pricing gap:** Linear's cheapest paid tier starts at $8/user
   and is built around team workflows. There's no SKU for the solo operator
   running 4 side projects. Counter-position with a single-seat plan priced
   like a tool, not a seat.

2. **"Designed for engineers" tone leaves out non-technical co-founders:**
   every testimonial on /customers is from a VP Eng or CTO. Counter-position
   with founder-and-designer pair workflows.

3. **Zero blog content on async planning rituals:** their ICP clearly cares
   (Twitter chatter on it is constant), but their blog is product changelogs
   and craft essays. Own the topic with a content cluster.

If a page is gated or client-side rendered, the section gets a bracketed note like [pricing page renders client-side, not retrievable via WebFetch] instead of being filled in from intuition.

Pairs well with these other skills

A teardown covers a competitor's own site — these skills widen the picture and turn the gaps you find into your own moves:

• Marketing Offer Generator Skill: Take the differentiation angles from the teardown and turn them into concrete offers that attack the exact gaps you spotted.
• Keyword Research Skill: Take the content gaps the teardown surfaces and validate them with real search volume before you build the cluster.
• Apple App Store Reviews Scraper Skill: If the competitor ships an app, pull their reviews to hear real user complaints the marketing copy hides.
• YouTube Channel Scraper Skill: Audit their video catalog by view count to see which topics actually work alongside the site teardown.
• ICP Generator Skill: Sharpen the customer you're positioning to, so the counter-angles land with the people the competitor is underserving.

FAQ

Does this cost anything to run?

Only a Claude subscription. With this skill there's no API key and no third-party scraper service. It uses Claude's built-in WebFetch and WebSearch, so your normal Claude usage covers it.

Will it sign up, log in, or fill out forms to get past gates?

No. Public pages only. If their pricing is gated behind "Contact sales" or their docs are behind a signup wall, the skill notes that the page is gated and moves on. It does not impersonate, scrape behind auth, or fill forms.

How accurate is the swipe file?

It's verbatim or it's not in the swipe file. Every headline, sub-headline, and CTA is quoted directly with the source URL beside it. The skill is instructed to leave a section blank rather than paraphrase. Confabulated swipe files are worse than empty ones.

What if their site is a JavaScript-heavy SPA and WebFetch returns nothing?

The skill marks that section blank with [page renders client-side, not retrievable via WebFetch] and keeps going. It will not invent copy to fill the gap. You'll know exactly which pages couldn't be read and can fill them in manually.

Does it pull Reddit threads, G2 reviews, or community chatter about the company?

No. This skill stays on the competitor's own site. For Reddit/community pulls, use /reddit-subreddit-post-scraper. For founder profiling, use /people-osint-researcher. For SEO and keyword-gap research, use /keyword-research. The README footer of every teardown points you to those follow-ups.

Can I tear down the same company twice over time?

Yes, and the skill is built for it. If a folder with the same slug and date already exists, it appends -v2, -v3 rather than overwriting. Run it now, run it in six months, and you have a record of exactly how their positioning, pricing, and funnel changed.

What if I give it a company name instead of a URL?

It runs one WebSearch to resolve the canonical domain. If the result is ambiguous (common brand name, multiple plausible matches), it stops and asks you to pick before crawling, so it doesn't tear down the wrong company.

Can I focus it on just pricing, or just the swipe file?

Yes. Say "just the pricing" or "I only care about the swipe file" and it still produces the full folder (the other sections are quick byproducts of the same crawl), but the README leads with the section you asked for.

Safe To Install

Please read before installing. Any skill you copy online is someone else's code running inside your Claude, and a lot of what's out there should give you pause. Most authors who give skills away don't give a second thought to quality or security. Most are vibe-coded slop pushed out untested, and some are the occasional bad actor hiding an exploit in plain sight. (Read about OpenClaws ClawHub security nightmare). Every skill we publish is vetted by a programmer with 20+ years of professional experience and checked line by line for anything that touches your files without reason. With Stim-Pack Studios Claude Skills, you get peace of mind knowing you're installing safe, vetted code, not a stranger's guess.

Add it to your Claude workflow

If you're pre-launch in a market with incumbents and you need a structured read on how they actually sell (not a vibes-based summary), this skill earns its slot. It collapses the "fourteen tabs and a half-written Google Doc" loop into one folder you can pull from for months.

Install the Competitor Teardown Claude skill and stop guessing how the incumbent pitches it.