market-scan

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🇺🇸

Original

English

🇨🇳

Translation

Chinese

Market scan (keep your read current)

市场扫描（确保信息实时更新）

Positioning rots. The competitor you sized up six months ago has since rebranded, raised, repriced, or renamed the category. This is the habit that keeps your brief honest about the world outside it.

Use this when: a rival just rebranded or repositioned, a new tool is getting attention in your space, your

docs/gtm-cofounder/founder-brief.md

competitor answers are more than a quarter old, or you just have the feeling the ground moved and your messaging is answering last year's market.

定位会过时。你半年前分析过的竞品可能已经完成品牌重塑、融资、调整定价或更改赛道名称。养成市场扫描的习惯，能确保你的brief如实反映外部市场现状。

适用场景： 当竞品刚完成品牌重塑或战略重定位、你的赛道出现备受关注的新工具、

docs/gtm-cofounder/founder-brief.md

中的竞品信息已超过3个月，或是你感觉市场环境已发生变化，当前的营销话术已不符合最新市场情况时。

The core idea

核心思路

Your

docs/gtm-cofounder/founder-brief.md

captured the market as it was the day you wrote it. Markets don't hold still. A scan re-checks the outside world against your brief and surfaces the deltas: what changed, and which changes actually threaten or help your positioning. Most don't matter. The scan's job is to find the two or three that do, not to produce a competitor spreadsheet.

你的

docs/gtm-cofounder/founder-brief.md

记录的是撰写当天的市场状态，但市场并非一成不变。扫描的作用是将外部现状与brief中的内容进行比对，找出差异：哪些地方发生了变化，以及这些变化对定位是构成威胁还是有助益。多数变化无关紧要，扫描的核心是找出那两三个真正有影响的变化，而非制作一份冗长的竞品表格。

Before you start: can your agent see the web?

开始前确认：你的Agent能否访问网络？

If your agent can browse or search the web, it runs the scan for real: competitor homepages, changelogs, pricing pages, launch posts, and recent discussion.
If it can't, it runs the scan as an interview: it asks what you've noticed and where, and you paste in the pages. Same output, you're the browser. Say which mode you're in up front.

若你的Agent可浏览或搜索网络，则可直接执行真实扫描：查看竞品官网首页、更新日志、定价页面、发布帖及近期相关讨论。
若无法访问网络，则以访谈形式执行扫描：Agent会询问你观察到的变化及相关信息来源，你需粘贴对应页面内容。两种模式的输出结果一致，区别在于你充当了浏览器的角色。请提前告知你使用哪种模式。

How to run this (for the agent)

执行步骤（面向Agent）

Start from the brief. Read
```
docs/gtm-cofounder/founder-brief.md
```
: the rivals ("what do they use instead"), the "why you", the villain, and the current positioning line. That's your baseline to compare against.
Scan the named rivals first, then the category. For each competitor in the brief, check: homepage headline and positioning, pricing, any rebrand or renamed category, funding or acquisition, and new capabilities that erase the founder's wedge. Then scan for new entrants and category-level shifts (a term everyone suddenly uses, a platform move, an AI or agent shift).
Report deltas, not descriptions. Do not summarize each competitor. Say what changed since the brief, and for each change, whether it strengthens, threatens, or is irrelevant to the founder's positioning. Rank by "does this move our position."
Tie every real change to an action. A rival adopting the founder's language means the wedge is eroding: route to
```
positioning-and-story
```
. A new pricing norm means revisit
```
market-to-devs-sell-to-buyers
```
. A dead competitor means an opening. No action, no reason to flag it.
Update the brief and roadmap. Rewrite the affected lines in
```
docs/gtm-cofounder/founder-brief.md
```
(rivals, why-you, villain, positioning) with today's reality and the date, and add any positioning move it triggers to
```
docs/gtm-cofounder/gtm-roadmap.md
```
. Keep the tags honest: a competitor's public claim is
```
[assumption]
```
until you have checked it is real.

从brief入手。 阅读
```
docs/gtm-cofounder/founder-brief.md
```
：其中的竞品（“用户替代选择”）、“选择我们的理由”、“竞品痛点”及当前定位表述，这些是你的比对基准。
先扫描指定竞品，再扫描整个赛道。 针对brief中的每个竞品，检查以下内容：官网首页标题及定位、定价、是否进行品牌重塑或赛道更名、融资或收购情况，以及是否新增了能削弱创始人差异化优势的功能。随后扫描新进入者及赛道层面的变化（如突然流行的术语、平台动向、AI或Agent相关转变）。
仅报告变化，而非描述内容。 无需对每个竞品进行总结，只需说明自brief撰写以来发生了哪些变化，以及每个变化对创始人的定位是起到强化、威胁还是无关作用。按照“是否影响我们的定位”进行优先级排序。
每个真实变化都要关联对应行动。 若竞品采用了创始人的表述方式，说明差异化优势正在被削弱：需跳转至
```
positioning-and-story
```
模块处理。若出现新的定价标准，需重新审视
```
market-to-devs-sell-to-buyers
```
策略。若竞品退出市场，则意味着出现了市场机会。若无对应行动，无需标记该变化。
更新brief与路线图。 根据当前实际情况，重写
```
docs/gtm-cofounder/founder-brief.md
```
中受影响的内容（竞品、选择我们的理由、竞品痛点、定位）并标注日期，同时将触发的定位调整行动添加至
```
docs/gtm-cofounder/gtm-roadmap.md
```
。标签需如实标注：竞品的公开宣传内容在未核实真实性前，需标记为
```
[assumption]
```
。

What actually matters (and what doesn't)

哪些变化真正重要（哪些无关紧要）

Changes worth acting on:

A rival repositions onto your wedge or adopts your vocabulary. Your differentiation is eroding. Highest priority.
A new entrant is getting real traction in your exact lane.
The category gets renamed (buyers now search a different term than your copy uses).
A pricing norm shifts (a free tier appears or disappears, seat pricing becomes standard).

Noise to ignore:

Cosmetic rebrands, new logos, homepage redesigns with the same substance.
Feature announcements that don't touch your wedge.
Funding rounds that don't change what the product is or who it is for.

需要采取行动的变化：

竞品将战略重定位至你的差异化赛道或采用你的表述话术。这意味着你的差异化优势正在削弱，属于最高优先级。
新进入者在你的核心赛道获得真实用户吸引力。
赛道名称变更（买家现在搜索的术语与你的文案使用的术语不同）。
定价标准变化（如免费层出现或取消、按席位定价成为行业标准）。

可忽略的无关信息：

仅做表面调整的品牌重塑、新logo、未改变核心内容的官网首页 redesign。
未触及你的差异化赛道的功能发布。
未改变产品定位或目标用户的融资轮次。

Mistakes that look reasonable

看似合理的误区

Reacting to a competitor's launch by copying it. Their move fits their strategy, not yours. Ask what it means for your wedge, not how to match it.
Scanning everything, changing nothing. A scan that doesn't update the brief or the roadmap was just anxiety with extra steps.
Treating a rival's marketing claim as fact. "Now with X" on a homepage is a positioning bet, not proof it works. Tag it
```
[assumption]
```
.
Doing it constantly. Monthly, or on a real trigger (a rebrand, a new entrant), is plenty. Daily competitor-watching is procrastination dressed as diligence.

因竞品发布新功能就盲目跟风模仿。 竞品的行动符合其自身战略，而非你的战略。应关注该行动对你的差异化赛道有何影响，而非如何去匹配它。
扫描所有内容，却未做出任何调整。 若扫描后未更新brief或路线图，那只是披着勤奋外衣的焦虑行为。
将竞品的营销宣传视为事实。 官网首页上的“现已支持X”只是一种定位策略，而非功能有效的证明。需标记为
```
[assumption]
```
。
过于频繁地执行扫描。 每月一次，或在出现真实触发事件（如品牌重塑、新进入者）时执行即可。每日监控竞品只是拖延的借口。

Your next 30 minutes

接下来30分钟的行动清单

Tell your agent which mode you're in (it browses, or you paste).
List the rivals from your
```
docs/gtm-cofounder/founder-brief.md
```
. Scan each for a rebrand, repricing, or repositioning since you wrote it.
Write down only the changes that touch your wedge. Ignore the cosmetic ones.
For each real change, mark it strengthens / threatens / irrelevant, and the one action it triggers.
Update the affected lines in
```
docs/gtm-cofounder/founder-brief.md
```
(with the date) and add any positioning move to
```
docs/gtm-cofounder/gtm-roadmap.md
```
.

Built from real dev-tool GTM experience, with frameworks from Adam Frankl (The Developer-Facing Startup) and Jakub Czakon (markepear.dev). When a framework can't make the call, that's what a human is for: The DevTool GTM Company.

告知你的Agent使用哪种模式（网络浏览模式，或手动粘贴模式）。
列出
```
docs/gtm-cofounder/founder-brief.md
```
中的所有竞品，逐一扫描自brief撰写以来是否发生品牌重塑、定价调整或战略重定位。
仅记录触及你差异化赛道的变化，忽略表面调整。
针对每个真实变化，标记其对定位的影响（强化/威胁/无关），并记录对应的行动。
更新
```
docs/gtm-cofounder/founder-brief.md
```
中受影响的内容（标注日期），并将触发的定位调整行动添加至
```
docs/gtm-cofounder/gtm-roadmap.md
```
。

基于真实的开发者工具GTM经验构建，参考了Adam Frankl（《面向开发者的创业公司》）和Jakub Czakon（markepear.dev）的框架。当框架无法做出决策时，就需要人工介入：The DevTool GTM Company。