taketomarket 0.1.0

package/workflows/reference-mgmt/competitor-scan.md

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+<purpose>
+On-demand competitor analysis that updates COMPETITORS.md with new intelligence.
+Detects WebSearch/WebFetch MCP tools for automated research; falls back to manual
+paste when tools unavailable. Validates findings against POSITIONING.md to identify
+differentiation gaps and opportunities. Single-pass workflow per D-06 and D-09.
+</purpose>
+
+<required_reading>
+@${CLAUDE_PLUGIN_ROOT}/references/context-loading.md
+@${CLAUDE_PLUGIN_ROOT}/templates/reference-files/competitors.md
+</required_reading>
+
+<constraints>
+## POSITIONING.md is READ-ONLY
+
+**Do NOT modify `.marketing/POSITIONING.md` during this workflow.**
+
+POSITIONING.md is an architectural invariant. If you detect positioning drift:
+- Flag the issue and recommend running /ttm-positioning-check
+- Recommend /ttm-positioning-shift if a deliberate change is needed
+
+Only /ttm-positioning-shift and /ttm-init may modify POSITIONING.md.
+</constraints>
+
+<process>
+
+## Text-Mode Detection
+
+**Text mode (`--text` flag):** Set `TEXT_MODE=true` if `--text` is present in `$ARGUMENTS`
+or if the runtime is not Claude Code. When TEXT_MODE is active, replace every
+`AskUserQuestion` call with a plain-text numbered list.
+
+Detection:
+```bash
+if echo "$ARGUMENTS" | grep -q -- '--text'; then TEXT_MODE=true; fi
+```
+
+If `AskUserQuestion` tool is not available in the current runtime, set `TEXT_MODE=true`.
+When TEXT_MODE is active, replace each AskUserQuestion with a plain-text numbered list.
+
+---
+
+## Step 1: Load Context
+
+```
+takeToMarket > LOADING CONTEXT
+```
+
+**Load Tier 1 summaries** from all 9 reference files (lines 1 to `<!-- END_SUMMARY -->`):
+- `.marketing/POSITIONING.md`
+- `.marketing/BRAND.md`
+- `.marketing/ICP.md`
+- `.marketing/CHANNELS.md`
+- `.marketing/STATE.md` (frontmatter only)
+- `.marketing/CALENDAR.md`
+- `.marketing/COMPETITORS.md`
+- `.marketing/METRICS.md`
+- `.marketing/LEARNINGS.md`
+
+**Load Tier 2 (full content)** for analysis:
+- `.marketing/COMPETITORS.md`
+- `.marketing/POSITIONING.md`
+
+If `.marketing/COMPETITORS.md` does not exist, error:
+"COMPETITORS.md not found. Run /ttm-init first to set up your marketing system."
+Exit.
+
+Parse POSITIONING.md for: category, primary differentiator, target audience, must-not-say terms.
+Parse COMPETITORS.md for: existing competitor list, positioning map, SOV baselines.
+
+---
+
+## Step 2: Tool Detection
+
+Attempt a WebSearch call with a minimal test query related to the user's category
+(from POSITIONING.md category field): `"${CATEGORY} competitors ${CURRENT_YEAR}"`.
+
+### When WebSearch is available (SEARCH_MODE=web)
+
+```
+takeToMarket > COMPETITOR SCAN MODE: WEB
+```
+
+Proceed to Step 3 with automated research capabilities.
+
+### When WebSearch is NOT available (SEARCH_MODE=manual)
+
+```
+takeToMarket > COMPETITOR SCAN MODE: MANUAL
+```
+
+Tell the user:
+```
+Web search tools are not available in this session.
+To run a competitor scan, please paste any of the following:
+
+1. Competitor websites or landing page content
+2. Competitor social media posts or ad creative
+3. Industry reports or market analysis
+4. Search results for your category keywords
+5. Any other competitive intelligence you have gathered
+
+Paste your findings below and I will analyze them.
+```
+
+Wait for the user to paste content.
+
+---
+
+## Step 3: Research Competitors
+
+### If SEARCH_MODE=web:
+
+For each competitor already listed in COMPETITORS.md:
+- WebSearch: `"${COMPETITOR_NAME} ${CATEGORY}"` for latest positioning
+- WebFetch on competitor homepage URL if known (from COMPETITORS.md)
+
+Search for new entrants:
+- WebSearch: `"${CATEGORY} alternatives ${CURRENT_YEAR}"`
+- WebSearch: `"${CATEGORY} new tools ${CURRENT_YEAR}"`
+
+Tag all findings with confidence levels:
+- **HIGH**: verified from competitor URL or cited data from web search
+- **MEDIUM**: indirect evidence or partial match from search results
+- **LOW**: inference drawn from patterns without direct evidence
+
+### If SEARCH_MODE=manual:
+
+Analyze pasted content for:
+- Positioning claims and messaging themes
+- Channel presence and content strategy signals
+- Pricing signals or packaging changes
+- New competitors not in current COMPETITORS.md
+
+Tag all pasted insights as **MEDIUM** confidence (user-provided, not independently verified).
+Insights cross-referenced against existing COMPETITORS.md data may be elevated to **HIGH**.
+
+---
+
+## Step 4: Analyze and Compare
+
+For each competitor (existing and newly discovered):
+
+1. **Current positioning claim:** What they say they are/do
+2. **Differentiator comparison:** Compare against our POSITIONING.md primary differentiator
+3. **Overlap areas:** Where competitor messaging is similar to ours (risk zones)
+4. **Gap opportunities:** Areas competitors are not covering that we could own
+5. **SOV signals:** Any share-of-voice indicators (content volume, social presence, ad spend)
+
+Summarize findings:
+```
+takeToMarket > ANALYSIS COMPLETE
+
+Competitors analyzed: ${TOTAL_COUNT}
+New competitors found: ${NEW_COUNT}
+Positioning overlaps: ${OVERLAP_COUNT}
+Gap opportunities: ${GAP_COUNT}
+```
+
+---
+
+## Step 5: Validate and Update
+
+Ask user to confirm via AskUserQuestion (or text-mode freeform):
+
+**Question 1:**
+- header: "Confirm New Competitors"
+- question: "New competitors found: [list names]. Add all to COMPETITORS.md? Or specify which to include/exclude."
+
+**Question 2:**
+- header: "Update Existing Competitors"
+- question: "Updated intelligence for: [list names with change summary]. Accept all updates? Or specify which to accept/reject."
+
+**Question 3:**
+- header: "Inactive Competitors"
+- question: "Any competitors to mark as inactive/irrelevant? List names or type 'none'."
+
+Validate all proposed updates:
+- No update suggests user adopt a competitor's positioning
+- No update contradicts POSITIONING.md differentiator or must-not-say terms
+- Gap opportunities align with our positioning scope
+
+Write updated `.marketing/COMPETITORS.md`:
+- Update existing competitor entries with new findings (positioning, strengths, weaknesses)
+- Add new competitors with full profiles (name, positioning, strength, weakness)
+- Mark inactive competitors with `[INACTIVE: YYYY-MM-DD]` suffix in name column
+- Update `## Positioning Map` section with new/changed positions
+- Update `## Share of Voice Baseline` with new SOV signals
+- Update `## Competitor Content Analysis` for analyzed competitors
+
+**CRITICAL:** Preserve `<!-- _SUMMARY -->` and `<!-- END_SUMMARY -->` delimiters exactly.
+Update summary block if top competitors or positioning-vs-them changed.
+Preserve all existing file structure and section ordering.
+
+---
+
+## Step 6: Completion Banner
+
+```
+========================================
+takeToMarket > COMPETITOR SCAN COMPLETE
+========================================
+
+Competitors analyzed: ${COUNT}
+New competitors found: ${NEW_COUNT}
+Positioning overlaps detected: ${OVERLAP_COUNT}
+Research method: ${SEARCH_MODE}
+
+Next steps:
+- Review updated .marketing/COMPETITORS.md
+- Run /ttm-positioning-check if overlaps concern you
+```
+
+</process>
+
+<success_criteria>
+- [ ] Tier 1 summaries loaded from all 9 reference files
+- [ ] Tier 2 full content loaded for COMPETITORS.md and POSITIONING.md
+- [ ] WebSearch tool detection attempted before research
+- [ ] SEARCH_MODE=web path uses WebSearch and WebFetch for automated research
+- [ ] SEARCH_MODE=manual path prompts user to paste competitive intelligence
+- [ ] All findings tagged with confidence levels (HIGH/MEDIUM/LOW)
+- [ ] Analysis compares each competitor against POSITIONING.md differentiator
+- [ ] User confirms new additions and updates before writing
+- [ ] No update contradicts POSITIONING.md
+- [ ] COMPETITORS.md updated with preserved structure and summary markers
+- [ ] Completion banner displayed with scan results
+</success_criteria>

package/workflows/reference-mgmt/icp-refresh.md

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+<purpose>
+Update ICP.md from new customer data (calls, reviews, feedback, surveys). Validates
+all changes against POSITIONING.md target audience field before writing. Single-pass
+workflow per D-06.
+</purpose>
+
+<required_reading>
+@${CLAUDE_PLUGIN_ROOT}/references/context-loading.md
+@${CLAUDE_PLUGIN_ROOT}/templates/reference-files/icp.md
+</required_reading>
+
+<constraints>
+## POSITIONING.md is READ-ONLY
+
+**Do NOT modify `.marketing/POSITIONING.md` during this workflow.**
+
+POSITIONING.md is an architectural invariant. If you detect positioning drift:
+- Flag the issue and recommend running /ttm-positioning-check
+- Recommend /ttm-positioning-shift if a deliberate change is needed
+
+Only /ttm-positioning-shift and /ttm-init may modify POSITIONING.md.
+</constraints>
+
+<process>
+
+## Text-Mode Detection
+
+**Text mode (`--text` flag):** Set `TEXT_MODE=true` if `--text` is present in `$ARGUMENTS`
+or if the runtime is not Claude Code. When TEXT_MODE is active, replace every
+`AskUserQuestion` call with a plain-text numbered list.
+
+Detection:
+```bash
+if echo "$ARGUMENTS" | grep -q -- '--text'; then TEXT_MODE=true; fi
+```
+
+If `AskUserQuestion` tool is not available in the current runtime, set `TEXT_MODE=true`.
+When TEXT_MODE is active, replace each AskUserQuestion with a plain-text numbered list.
+
+---
+
+## Step 1: Load Context
+
+```
+takeToMarket > LOADING CONTEXT
+```
+
+**Load Tier 1 summaries** from all 9 reference files (lines 1 to `<!-- END_SUMMARY -->`):
+- `.marketing/POSITIONING.md`
+- `.marketing/BRAND.md`
+- `.marketing/ICP.md`
+- `.marketing/CHANNELS.md`
+- `.marketing/STATE.md` (frontmatter only)
+- `.marketing/CALENDAR.md`
+- `.marketing/COMPETITORS.md`
+- `.marketing/METRICS.md`
+- `.marketing/LEARNINGS.md`
+
+**Load Tier 2 (full content)** for the file being refreshed:
+- `.marketing/ICP.md`
+
+If `.marketing/ICP.md` does not exist, error:
+"ICP.md not found. Run /ttm-init first to set up your marketing system."
+Exit.
+
+Parse the current ICP.md into structured sections:
+- `CURRENT_PRIMARY_SEGMENT` -- from `## Primary Segment`
+- `CURRENT_JTBD` -- from `## Jobs-to-Be-Done` table rows
+- `CURRENT_PAINS` -- from `### Pain Points` table rows
+- `CURRENT_TRIGGERS` -- from `### Buying Triggers`
+- `CURRENT_ANTI_ICP` -- from `## Anti-ICP Profile` table rows
+- `CURRENT_LANGUAGE` -- from `## Customer Language Library` table rows
+
+---
+
+## Step 2: Present Current State and Gather Updates
+
+Display current ICP.md sections to the user:
+
+```
+takeToMarket > ICP REFRESH
+
+Primary Segment: ${CURRENT_PRIMARY_SEGMENT summary}
+Jobs-to-Be-Done: ${count} entries
+Pain Points: ${count} entries
+Anti-ICP: ${count} entries
+Customer Language: ${count} phrases
+```
+
+Ask user via AskUserQuestion (or text-mode freeform) -- collect responses:
+
+**Question 1:**
+- header: "New Customer Data"
+- question: "What new customer data do you have? Paste call notes, reviews, feedback, survey results, or describe your findings."
+
+**Question 2:**
+- header: "New Jobs-to-Be-Done or Pain Points"
+- question: "Any new JTBD or pain points discovered from this data? Describe each, or type 'none'."
+
+**Question 3:**
+- header: "New Trigger Events"
+- question: "Any new buying trigger events identified? Describe each, or type 'none'."
+
+**Question 4:**
+- header: "Customer Language"
+- question: "New customer language phrases to add to the library? Provide exact quotes with context and source, or type 'none'."
+
+**Question 5:**
+- header: "Anti-ICP Updates"
+- question: "Any new segments to add to anti-ICP? Describe people who are NOT your target and why, or type 'none'."
+
+If Question 1 is "none" AND all other answers are "none": display "No new data provided. ICP.md is unchanged." Exit.
+
+---
+
+## Step 3: Validate Against Positioning
+
+Load the target audience, primary differentiator, and must-not-say terms from
+the POSITIONING.md Tier 1 summary (already loaded in Step 1).
+
+For each proposed change, validate:
+
+**New segments/JTBD:**
+- Check new segment descriptions align with POSITIONING.md target audience definition
+- Check new JTBD do not describe jobs outside the positioning scope
+
+**New customer language:**
+- Check phrases do not include must-not-say terms from POSITIONING.md
+- Check language aligns with the positioning category and differentiator
+
+**Anti-ICP additions:**
+- Check anti-ICP entries do not exclude groups that overlap with the POSITIONING.md
+  target audience (would create a contradiction)
+
+If conflict detected:
+```
+takeToMarket > POSITIONING CONFLICT DETECTED
+
+Conflict: [specific description]
+Affected field: [which ICP.md section]
+POSITIONING.md reference: [the conflicting positioning element]
+
+Please resolve this conflict before proceeding.
+Recommendation: Adjust the proposed change, or run /ttm-positioning-shift if the
+positioning itself needs updating.
+```
+
+Ask user to revise the conflicting item or skip it.
+
+---
+
+## Step 4: Write Updated ICP.md
+
+Analyze raw customer data from Question 1 alongside specific additions from Questions 2-5.
+Extract structured insights and apply to ICP.md sections:
+
+- **New JTBD:** Add rows to `## Jobs-to-Be-Done` table (job, priority, current solution)
+- **New pain points:** Add rows to `### Pain Points` table (pain, severity, frequency)
+- **New triggers:** Add to `### Buying Triggers` section
+- **New anti-ICP entries:** Add rows to `## Anti-ICP Profile` table (characteristic, reason)
+- **New language phrases:** Add rows to `## Customer Language Library` table (context, phrase, source)
+
+**CRITICAL:** Preserve `<!-- _SUMMARY -->` and `<!-- END_SUMMARY -->` delimiters exactly.
+Update the summary block if primary segment, top pains, or anti-ICP changed.
+Preserve all existing structure and ordering. Do NOT remove existing entries.
+
+Write the updated file via the Write tool.
+
+---
+
+## Step 5: Completion Banner
+
+```
+========================================
+takeToMarket > ICP REFRESH COMPLETE
+========================================
+
+Updated sections:
+- [list of changed sections, e.g., "Pain Points (2 added)"]
+- [e.g., "Customer Language (4 new phrases)"]
+- [e.g., "Anti-ICP (1 new exclusion)"]
+
+Data source: [brief description of input data type]
+
+Next: Run /ttm-positioning-check to verify alignment across recent assets
+```
+
+</process>
+
+<success_criteria>
+- [ ] Tier 1 summaries loaded from all 9 reference files
+- [ ] Tier 2 full content loaded for ICP.md
+- [ ] Current ICP state displayed to user
+- [ ] User provided new customer data or specific updates
+- [ ] All proposed changes validated against POSITIONING.md target audience
+- [ ] Conflicts flagged and resolved before writing
+- [ ] ICP.md updated with new entries and preserved structure
+- [ ] Summary markers (<!-- _SUMMARY --> / <!-- END_SUMMARY -->) preserved
+- [ ] Completion banner displayed with changed sections
+</success_criteria>