Use after competitive-platform-analysis has produced a tiered competitor set. Scores each competitor across nine weighted dimensions (positioning, voice, visual craft, offer packaging, evidence, enterprise-readiness, thought leadership, pricing, client's strategic tension) with explicit 1 to 5 rubri

Benchmark Methodology Use this skill to turn a scoped competitor set into comparable, defensible scores . Each competitor is assessed on the same nine dimensions, with explicit 1–5 rubrics, then captured in a uniform profile card. Consistency is the point: scores are only useful if the same evidence would earn the same number for any competitor. When to Activate A scoped, tiered competitor set from competitive platform analysis is ready to score. Need comparable, evidence anchored scores across competitors — not gut feel rankings. Client's strategic tension (the paired axes defining their target white space) has been established. Preparing to produce profile cards for assembly in competitive report structure. Client positioning brief (establish first) Before scoring, establish the client's positioning brief. It supplies: Strategic tension — the two axes (e.g., memorability × hireability) whose intersection marks the client's target white space. Dimension 9 is always the client's named tension; report both poles separately, never averaged. Differentiator — what makes the client's moat. This informs which dimensions matter most for the client's positioning argument. Brand balance — the intended mix of distinct strategic emphases. Strategic recommendations must not break this balance without flagging it. Why these dimensions The client competes on a specific tension held across two poles , not on service breadth. The dimensions are weighted to reflect that moat. Two dimensions — the tension poles — are scored separately and never averaged together , because the client's strategic question is precisely whether a rival achieves both simultaneously. The nine dimensions (with weights) Weights guide synthesis emphasis, not a single blended score (avoid a false composite — see Bias controls). Sum = 100%. 1. Positioning clarity & distinctiveness (18%) — Is the studio's position sharp, ownable, and instantly legible? Or generic? 2. Brand voice / verbal distinctiveness (15%) — Does the copy have an ownable register, or is it interchangeable agency speak? 3. Visual identity & site craft (15%) — Quality and ownership of the visual system; site as proof of craft. 4. Service offer & packaging (12%) — Productized and legible (named sprints/audits) vs vague. Packaging maturity. 5. Evidence & credibility (12%) — Named clients, quantified outcomes, case study depth. Proof beyond assertion. 6. Enterprise readiness / commercial maturity (10%) — Signals they can land and hold SaaS/fintech/B2B/enterprise work (process, logos, scale, contracts). 7. Thought leadership / content presence (8%) — Owned POV: writing, talks, newsletters, frameworks. Depth over volume. 8. Pricing transparency & engagement model (5%) — Is pricing/engagement legible? Productized vs bespoke vs opaque. 9. [Client's strategic tension] (5% as a flag; score BOTH poles, report separately ) — Read the tension name and axis descriptions from the client's positioning brief. Plot both; the gap is the insight. The client's target quadrant is the single most important finding: who else is already there? Scoring rubric (1–5, applies to dimensions 1–8) Anchor every score to observable evidence. Generic descriptors below; adapt the specifics per dimension but keep the level meaning constant. 1 — Absent / generic. No discernible position or craft; indistinguishable from a template. Active liability. 2 — Below par. Some intent but inconsistent, derivative, or unconvincing. Wouldn't survive a side by side. 3 — Competent / table stakes. Solid, professional, unremarkable. Meets expectation, ownable by nobody. 4 — Strong / distinctive. Clearly above peers; a real strength a buyer would notice and cite. 5 — Category defining. Best in class, ownable, hard to imitate. Sets the bar others react to. Tension axes (dimension 9) — score each 1–5 Read the axis labels and their 1/3/5 anchors from the client's positioning brief. Example anchors for a memorability × credibility tension: Memorability — 1: forgotten instantly · 3: recognizable in context · 5: unforgettable, talked about, distinctively owned. Credibility — 1: feels risky/amateur · 3: safe, competent, unexciting · 5: enterprise trusted, obvious safe choice. Plot competitors on the tension 2×2. The client's target quadrant is named in the positioning brief. Who else occupies that quadrant is the single most important finding of the benchmark. How to collect the data For each competitor, work the dimensions in this order (cheapest signal first): 1. Competitor's own site — positioning, voice, offer packaging, pricing posture, named clients, manifesto/POV. Screenshot the homepage + one case study. 2. Case studies / work — evidence depth, quantified outcomes, client names. Distinguish asserted ("we delivered X") from proven (metrics, named, verifiable). 3. Review directories — corroborate clients, project size, engagement model → credibility & enterprise readiness (e.g. Clutch.co or the niche equivalent). 4. LinkedIn — team size/model, founder narrative, content cadence → thought leadership, model. 5. Portfolio / craft platforms — craft register (use the showcase native to the niche: design boards, showreels, published samples, etc.). 6. Content channels — newsletter/talks/writing → thought leadership depth. What to record per dimension: the score, one line justification, and the source link/screenshot that earned it. No score without evidence. Bias controls No single composite score. Report dimension scores and the tension plot separately. A weighted average hides the asymmetry that matters. Asserted vs proven. Downgrade credibility/evidence scores for self reported claims with no corroboration. Site copy is marketing, not fact. Aesthetic affinity bias. Reviewers may over score studios whose aesthetic they share and under score rivals' commercial strength. Score craft and credibility independently; a "boring" site may be winning bigger clients. Recency / flashiness bias. Award winning, showpiece work dazzles but may lack commercial depth — verify with directories/clients before scoring credibility. Survivorship. The visible, well marketed studios aren't the whole market; note strong but quiet operators found via directories/reviews. Calibrate across the set, not in isolation. Before finalizing, re read scores side by side — a "4" must mean the same thing for every competitor. Adjust outliers. Competitor profile card (output format) Produce one card per profiled competitor — the atomic unit the report assembles from: Hand the completed cards plus the tension plot to competitive report structure . Anti Patterns Averaging the tension axes. The two poles of the client's strategic tension must be scored and reported separately. Averaging destroys the insight — the gap between poles is the finding. Scoring without evidence. Every score requires a one line justification and a source link. A score without evidence is an opinion, not a benchmark. Creating a single composite score. Report dimension scores individually. A weighted average hides the asymmetric strengths that matter for positioning. Applying generic rubric anchors without adapting. The 1–5 anchors must be calibrated to the specific dimension and competitor set. The generic descriptions are a starting point, not a fixed standard. Running before the competitor set is scoped. Use competitive platform analysis first to produce a tiered, pruned set. Scoring an unscoped list wastes effort on irrelevant competitors. Related Skills competitive platform analysis — the prerequisite; produces the tiered competitor set this skill scores. competitive report structure — the next step; assembles the scored profile cards into a client deliverable report.

benchmark-methodology