Competitive one-pager
From what your team already knows.
- For
- A product marketer, or a founder who takes the sales calls
- When
- Before a call where a competitor will come up, or when research piles up unread
- Takes
- A couple of minutes of agent time
- You get
- An internal one-pager: who they are, our position, where we win, where they are ahead, and a three-sentence answer to “why not them?”
Make a competitive one-pager on <competitor> from what our team already knows in onecell. Save it to <cell> and mark it internal. 1. Search onecell for research, notes and earlier one-pagers on them, and read the ones you will cite. Use only what is there or what I give you, and flag anything older than 90 days as possibly stale. 2. Draft "Competitive: <competitor>" (dry run first): - who they are and who they sell to, in two lines - our one-line position against them - where we win, with proof we can show - where they are ahead, honestly - how to answer "why not <competitor>?" in three sentences - a table of numbers (pricing, funding, benchmarks) with source and date Describe them fairly; no mocking lines. 3. Reply with the link and the one gap we should close first.
What your agent does
Uses your research
The notes and analyses your team already keeps, cited, rather than a fresh web search that nobody checked.Is honest about gaps
Where they are ahead gets as much room as where you win. That is what makes the page useful on a call.Dates every number
Pricing and funding change. Each figure carries its source and date.Stays internal
Marked internal, kept in your cell, never shared by the agent.
What you get back
Open the full example →A one-pager comparing two made-up products, Tally and Ledgerly. Where the competitor is ahead gets as much room as where Tally wins.
Sample competitive one-pager: Tally and Ledgerly
In one line
Ledgerly is accounting software that also sends invoices; Tally is invoicing that gets you paid. Pick Ledgerly if you want the books; pick Tally if you want the money.
Where we win
- Getting paid faster. Reminders and part payments; customers report invoices paid about nine days sooner (customer interviews, June).
- Setup in minutes. No chart of accounts to configure.
- Price for one person. Free up to five invoices a month.
Where they are ahead
- Full bookkeeping and tax returns.
- An accountant directory and accountant access.
- Bank feeds from more banks.
How to answer
| They say | Answer |
|---|---|
| “Ledgerly does invoices too.” | It does. Ask how often they chase late invoices by hand today. |
| “My accountant uses Ledgerly.” | Tally exports to it. Keep your accountant happy and get paid sooner. |
| “Ledgerly is cheaper.” | For bookkeeping, yes. Compare what a week of late payment costs. |
Variations
Refresh with new research
Paste a new article or your notes from a call and add: “Update the existing one-pager with this, mark what changed, and keep the old numbers in a dated row.”
A whole category
Replace the competitor with a category, such as “invoicing tools”, and ask for one row per competitor: position, their strength, our answer. Keep it to one screen.
Before a sales call
Add: “The prospect is <company> and uses <competitor>. Give me three questions to ask them and the one point to land.”
Tips
- Keep one-pagers in one cell and search there first, so the next one updates rather than duplicates.
- “Some teams will use both” is often the most believable answer.
- Never lift an internal one-pager onto a public page. Write public copy separately, and run the voice check on it.