Purpose
- Prove differentiation through productized, repeatable execution — not just anecdotes.
- Show how the team is amplifying and reinforcing the edge across functions.
- Build early systems and rituals so competitive advantage survives growth.
When to Complete
- After MVP refinement and early customers validate the hook.
- Before building out full sales, onboarding, or support playbooks.
- As roles and handoffs begin to harden and the org starts to formalize.
Proof Sections
Who Are You Really Competing With?
At Seed you named substitutes. Now you must show which competitors or habits you’re actually displacing with live use.
- B2B SaaS — “Ops managers replaced manual CSV uploads with us → 40% faster reporting.”
- B2C CPG — “We’re pulling share from legacy $1 bars; 25% of repeat buyers came from that switch.”
- Services — “Clients reallocated Bob in accounting back to finance once we took over payroll.”
Positioning & Differentiation
What’s your edge in practice — and how do customers confirm it?
- B2B SaaS — “90-minute onboarding → teams are productive same day.”
- B2C CPG — “Store velocity doubled category average in first 10 weeks.”
- Services — “Turnaround time cut from 10 days to 3 — measurable in client P&L.”
Execution of the Edge
How is the edge being built into product, ops, or workflow so it scales beyond the founders?
- B2B SaaS — “Auto-mapping engine now handles 80% of onboarding without support.”
- B2C CPG — “Exclusive supplier contract → taste profile competitors can’t match.”
- Services — “Custom scheduling tool reduced idle crew hours by 40%.”
Team Alignment & Role Clarity
Is the whole team rowing around the differentiator?
- B2B SaaS — “Quarterly ‘Edge Sprints’ → every release ties to faster onboarding.”
- B2C CPG — “Ops + marketing coordinate shelf displays that reinforce premium story.”
- Services — “Account leads measured against our speed/accuracy brand promise.”
Early Signs of Defensibility
What could harden into a moat?
- B2B SaaS — “Exclusive integration → 2 enterprise betas gated to us.”
- B2C CPG — “Exclusive retail launch with regional chain.”
- Services — “Dual clearance at port + airport → competitors can’t match.”
Execution Requirements
- Competitor/alternative displacement data.
- Documented product differentiation proof points.
- Team rituals that keep the edge front and center.
- 1–2 defensibility hypotheses being tested in the field.
Domain Adaptability: Universal
The universal goal: institutionalize the edge.
- B2B SaaS — Bake advantage into product + onboarding flows.
- B2C CPG — Secure distribution, velocity, and brand reinforcement.
- Services — Codify delivery model into repeatable processes + tools.
Expected Output
- Narrative or bullet summary of competitive edge in daily execution.
- Competitor/workaround displacement map.
- Team/org view showing edge alignment.
- One-pager on how edge is reinforced across product + GTM.
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Optional Enhancements (Pro-Level Execution)
- Competitive Battle Cards — Role-specific competitor comparisons.
- Differentiation KPI — One metric that proves edge (time-to-value, reorder rate).
- Edge Review Ritual — Monthly team check-in on how differentiation is being strengthened.
- Defensibility Map — Diagram of moats being built with timelines.