Porters Five Forces

Build a complete marketing plan covering the full customer journey from stranger to raving fan. Use when the user mentions "marketing plan", "target market", "USP", "lead nurture", "customer lifetime value", "referral program", "marketing strategy", or "PVP Index". Also trigger when building a marketing plan from scratch, choosing acquisition channels, or designing end-to-end customer lifecycle campaigns. Covers the PVP Index, channel selection, and advocacy systems. For brand messaging, see storybrand-messaging. For conversion optimization, see cro-methodology.

Create uncontested market space using value innovation instead of competing head-to-head. Use when the user mentions "blue ocean", "red ocean", "strategy canvas", "ERRC framework", "value innovation", "non-customers", "buyer utility map", "eliminate-reduce-raise-create", or "uncontested market". Also trigger when comparing pricing strategies, exploring new market categories, finding underserved customer segments, or asking how to stop competing on price. Covers the Four Actions Framework, buyer utility map, and value-cost trade-offs. For tech adoption strategy, see crossing-the-chasm. For product positioning, see obviously-awesome.

This skill should be used when the user asks about "brand analysis", "brand audit", "brand equity", "brand positioning", "competitive intelligence", "Keller CBBE model", "Aaker brand model", "brand identity prism", "brand health", "perceptual mapping", "act as a brand analyst", "brand analyst mode", "brand architecture", "brand scorecard", "brand tracking", "brand differentiation", "brand portfolio", "endorsed brand", "hybrid brand architecture", "competitive brand analysis", or needs expertise in evaluating, positioning, and strengthening brands through strategic frameworks. Part of the AlterLab FC Skills collection (Public Relations & Advertising department).

Run upstream brand discovery covering audience research, competitive landscape, category dynamics, problem space, and positioning territory exploration. Use this skill at the very start of a brand or website project when the user needs to understand who they're for, who they compete with, what the audience actually needs, and where the brand could plausibly stand. Triggers on brand discovery, audience research, market research, competitive scan, category research, customer research, who is this for, who are we, positioning research, intake, kickoff. Also triggers when a creative brief is requested but the upstream inputs (audience, competitors, problem space) are not yet clear.

Creates a structured competitive analysis comparing features, positioning, and strategy across competitors. Use when entering a market, planning differentiation, or understanding the competitive landscape.

This skill should be used when the user asks about "market research", "market analysis", "PESTEL analysis", "competitive landscape", "trend report", "industry analysis", "market sizing", "data interpretation", "competitive analysis", "act as a market researcher", "market research mode", "market trends", "SWOT analysis", "market opportunity", or needs expertise in analyzing markets, interpreting data, and producing strategic market intelligence reports. Part of the AlterLab FC Skills collection (Public Relations & Advertising department).