Ideal Customer Profile
phuryn/pm-skills
Identify the Ideal Customer Profile (ICP) from research data with demographics, behaviors, JTBD, and needs.
Research competitors, analyze their messaging, and generate a positioning document with category definition, differentiation claims, value propositions, and proof points.
Install Launch Positioning Builder
$ npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a claude-codeProject install by default; add -g for ~/.claude/skills/.
$ gh skill install gooseworks-ai/goose-skills launch-positioning-builder --agent claude-codeProject scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/brand/composites/launch-positioning-builder .claude/skills/launch-positioning-builder && rm -rf skills-srcUse ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.
Claude Code skills documentation · loads skills from .claude/skills/
Install the "launch-positioning-builder" agent skill from https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builder into .claude/skills/launch-positioning-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "launch-positioning-builder", then confirm the skill loads.Claude Code copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$skill-installer install https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builderType this inside Codex. $skill-installer <name> installs a curated skill from openai/skills. The installer writes to $CODEX_HOME/skills (default ~/.codex/skills). Restart Codex if the skill does not show up.
$ npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a codexProject install goes to .agents/skills/; add -g for ~/.codex/skills/.
$ gh skill install gooseworks-ai/goose-skills launch-positioning-builder --agent codexProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .agents/skills && cp -r skills-src/skills/brand/composites/launch-positioning-builder .agents/skills/launch-positioning-builder && rm -rf skills-srcUse ~/.agents/skills/ instead of .agents/skills for a personal install.
Codex skills documentation · loads skills from .agents/skills/
Install the "launch-positioning-builder" agent skill from https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builder into .agents/skills/launch-positioning-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "launch-positioning-builder", then confirm the skill loads.Codex copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a cursorProject install goes to .agents/skills/; add -g for ~/.cursor/skills/.
$ gh skill install gooseworks-ai/goose-skills launch-positioning-builder --agent cursorProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .cursor/skills && cp -r skills-src/skills/brand/composites/launch-positioning-builder .cursor/skills/launch-positioning-builder && rm -rf skills-srcUse ~/.cursor/skills/ instead of .cursor/skills for a personal install.
Cursor skills documentation · loads skills from .cursor/skills/, .agents/skills/, .claude/skills/, .codex/skills/
Install the "launch-positioning-builder" agent skill from https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builder into .cursor/skills/launch-positioning-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "launch-positioning-builder", then confirm the skill loads.Cursor copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ gemini skills install https://github.com/gooseworks-ai/goose-skills.git --path skills/brand/composites/launch-positioning-builder--scope user (default) or --scope workspace; --path is the subfolder of the repo that holds the skill; --consent skips the security confirmation prompt.
$ npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a gemini-cliProject install goes to .agents/skills/; add -g for ~/.gemini/skills/.
$ gh skill install gooseworks-ai/goose-skills launch-positioning-builder --agent gemini-cliProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .gemini/skills && cp -r skills-src/skills/brand/composites/launch-positioning-builder .gemini/skills/launch-positioning-builder && rm -rf skills-srcUse ~/.gemini/skills/ instead of .gemini/skills for a personal install, then run /skills reload.
Gemini CLI skills documentation · loads skills from .gemini/skills/, .agents/skills/
Install the "launch-positioning-builder" agent skill from https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builder into .gemini/skills/launch-positioning-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "launch-positioning-builder", then confirm the skill loads.Gemini CLI copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ gh skill install gooseworks-ai/goose-skills launch-positioning-builderInstalls for Copilot at project scope by default; add --scope user for a personal install. Preview a skill first with gh skill preview. Needs GitHub CLI 2.90.0 or later (public preview).
$ npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a github-copilotProject install goes to .agents/skills/; add -g for ~/.copilot/skills/.
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .github/skills && cp -r skills-src/skills/brand/composites/launch-positioning-builder .github/skills/launch-positioning-builder && rm -rf skills-srcUse ~/.copilot/skills/ instead of .github/skills for a personal install. Commit .github/skills so cloud agent and code review can use it.
GitHub Copilot skills documentation · loads skills from .github/skills/, .claude/skills/, .agents/skills/
Install the "launch-positioning-builder" agent skill from https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builder into .github/skills/launch-positioning-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "launch-positioning-builder", then confirm the skill loads.GitHub Copilot copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
$ npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a opencodeOpenCode documents no install command of its own. Project install goes to .agents/skills/; add -g for ~/.config/opencode/skills/.
$ gh skill install gooseworks-ai/goose-skills launch-positioning-builder --agent opencodeProject scope by default (.agents/skills/); add --scope user for a personal install.
$ git clone --depth 1 https://github.com/gooseworks-ai/goose-skills.git skills-src && mkdir -p .opencode/skills && cp -r skills-src/skills/brand/composites/launch-positioning-builder .opencode/skills/launch-positioning-builder && rm -rf skills-srcUse ~/.config/opencode/skills/ instead of .opencode/skills for a personal install.
OpenCode skills documentation · loads skills from .opencode/skills/, .claude/skills/, .agents/skills/
Install the "launch-positioning-builder" agent skill from https://github.com/gooseworks-ai/goose-skills/tree/main/skills/brand/composites/launch-positioning-builder into .opencode/skills/launch-positioning-builder/ in this project. Copy the whole folder (SKILL.md and every file beside it), keep the folder name "launch-positioning-builder", then confirm the skill loads.OpenCode copies the folder itself, the same result as the manual copy. Check what it changed before you commit it.
Facts
- Skill name
launch-positioning-builder- GitHub stars
- 1.2k
- Used in
- 1 other repo
- Token cost
- ~2.1k tokens
- SKILL.md length
- 624 words
- Files
- 2
- Skills in repo
- 273
- Repo updated
- First seen
- Licence
- MIT
At a glance
Research competitors, analyze their messaging, and generate a positioning document with category definition, differentiation claims, value propositions, and proof points.
- Works in 5 steps: Intake → Competitive Landscape Research → Positioning Framework → …
- A product marketing team needs to define
- SKILL.md covers When to Use, Phase 0: Intake, Phase 1: Competitive Landscape… and Phase 2: Positioning Framework, plus 5 more sections
- Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md
What it does
Launch Positioning Builder is an agent skill from gooseworks-ai/goose-skills. Research competitors, analyze their messaging, and generate a positioning document with category definition, differentiation claims, value propositions, and proof points. Chains web research, competitor site analysis, and review mining to produce a positioning doc ready for website copy and sales deck use. Use when a product marketing team needs to define or refresh positioning ahead of a launch, rebrand, or competitive shift.
Its SKILL.md is about 2.1k tokens, which your agent loads only when the skill is triggered. The skill folder holds 1 other file (for example `skill.meta.json`).
It sits in Marketing & SEO, covering Positioning and messaging and Customer feedback analysis. The repository describes itself as: Library of Growth & GTM skills + data APIs for Claude Code, Codex, Cursor to run ads, social, content, lead gen, seo and data scraping. The licence is MIT.
When your agent uses it
- A product marketing team needs to define
- Refresh positioning ahead of a launch
- Competitive shift
Example prompts
- “/launch-positioning-builder”
Workflow steps
5 steps, taken from the step headings in SKILL.md.
What it can do on your machine
Read from SKILL.md and the folder at commit c650c6d. It shows what the files ask for, not the result of running them.
Tool permissions
Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.
From allowed-tools in the SKILL.md frontmatter.
Runs code
No scripts in the folder and no shell commands in SKILL.md (its code samples are markdown).
From the folder's file list and the shell code blocks in SKILL.md.
Network
No URLs in SKILL.md.
From URLs in SKILL.md, links to its own repository left out.
Credentials
Names no API keys, tokens, secrets or passwords.
From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.
Context cost
Launch Positioning Builder loads about 2.1k tokens when it runs. Until then it costs about 114 tokens; SKILL.md has 624 words of instructions outside code blocks.
Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.
Safety
Auto-check passed
The automated check found no risky patterns in SKILL.md.
Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.
SKILL.md
The full file from gooseworks-ai/goose-skills at commit c650c6d, republished under its MIT licence (© gooseworks-ai). 624 words, ~2,077 tokens.
Download SKILL.mdSave it as
.claude/skills/launch-positioning-builder/SKILL.md (or your agent's skills folder). This skill also uses 1 other file; get the full folder from GitHub.- name
- launch-positioning-builder
- description
- Research competitors, analyze their messaging, and generate a positioning document with category definition, differentiation claims, value propositions, and proof points. Chains web research, competitor site analysis, and review mining to produce a positioning doc ready for website copy and sales deck use. Use when a product marketing team needs to define or refresh positioning ahead of a launch, rebrand, or competitive shift.
- tags
- brand
Launch Positioning Builder
Research the competitive landscape and produce a complete positioning document — category definition, differentiation claims, value props, proof points, and messaging hierarchy. Output is directly usable in website copy, sales decks, and investor materials.
Built for: First PMM hire at a seed/Series A startup, or a founder wearing the product marketing hat. The output should be opinionated, not a generic template.
When to Use
- "Help me position [product] against [competitors]"
- "We need a positioning doc before our launch"
- "How should we differentiate from [competitor]?"
- "Rewrite our positioning — it's too generic"
- "What category should we create or own?"
Phase 0: Intake
- Product name + URL — What are you positioning?
- One-sentence pitch — How do you describe what you do today?
- Top 2-3 competitors — Names + URLs. Who does your buyer compare you to?
- ICP — Title, company type, stage (e.g., "Head of Growth at Series A B2B SaaS")
- Key differentiators — What do you believe makes you different? (even if not yet articulated)
- Existing proof points — Customer wins, metrics, logos, quotes (anything you have)
- Positioning trigger — Why now? (new launch, competitive pressure, rebrand, entering new segment)
Phase 1: Competitive Landscape Research
1A: Competitor Website Analysis
For each competitor, research and extract:
Search: "[competitor name]" site:[competitor-url]
Search: "[competitor name]" positioning OR "we help" OR "the only"
Fetch: competitor homepage, pricing page, about pageExtract from each competitor:
- Tagline / hero copy — their primary claim
- Category language — what category do they put themselves in?
- Key differentiators — what do they emphasize?
- Proof points — customer logos, metrics, case studies
- Pricing model — free trial, freemium, enterprise, usage-based
- Target audience language — who do they say they serve?
1B: Review Mining (if available)
If competitors have G2/Capterra reviews, scan for:
- What customers praise (their perceived strengths)
- What customers complain about (your potential wedge)
- How customers describe the category
1C: Ad Copy Analysis (optional)
Search for competitor ad copy:
Search: "[competitor name]" advertisement OR "sponsored"Ad copy reveals what competitors believe converts — their sharpest positioning.
Phase 2: Positioning Framework
Build the positioning doc using April Dunford's framework adapted for early-stage:
2A: Category Definition
| Approach | When to Use | Example |
|---|---|---|
| Existing category | You compete head-to-head | "CRM for startups" |
| Subcategory | You serve a niche better | "AI-native sales engagement" |
| New category | You do something genuinely different | "Revenue orchestration platform" |
Decision criteria:
- If your ICP already searches for the category → use existing or subcategory
- If you'd spend 50% of sales calls explaining the category → don't create a new one
- If no existing category captures what you do → create one, but keep it intuitive
Show full SKILL.md (229 more words)Show less
2B: Competitive Alternatives
What would your customer do if you didn't exist?
- Direct competitors (same category)
- Adjacent tools (partial overlap)
- Manual process (spreadsheets, hiring, doing nothing)
2C: Unique Attributes → Value Props
Map each differentiator to a customer value:
| Unique Attribute | Value to Customer | Proof Point |
|---|---|---|
| [What you have] | [Why they care] | [Evidence] |
| [What you have] | [Why they care] | [Evidence] |
2D: Messaging Hierarchy
| Level | Message | Use Where |
|---|---|---|
| Positioning statement | For [ICP] who [pain], [Product] is the [category] that [key differentiator]. Unlike [alternative], we [unique value]. | Internal alignment, PR |
| Primary headline | [Outcome-driven claim] | Homepage hero, ads |
| Supporting messages (3) | [Value prop 1], [Value prop 2], [Value prop 3] | Feature sections, sales deck |
| Proof line | [Metric or customer quote] | Below the fold, case studies |
Phase 3: Competitive Positioning Map
Create a 2x2 positioning matrix:
[Dimension A: e.g., Ease of Use]
High
|
[You] | [Competitor A]
|
──────────────────┼──────────────────
|
[Competitor C] | [Competitor B]
|
Low
Low ──────────────────────── High
[Dimension B: e.g., Enterprise-readiness]Choose dimensions where you win on at least one axis. Avoid dimensions where you lose on both.
Phase 4: Output Format
# Positioning Document — [Product Name]
Created: [DATE] | Trigger: [launch/rebrand/competitive shift]
---
## Positioning Statement
For [ICP] who [pain point],
[Product] is the [category]
that [key differentiator].
Unlike [primary alternative],
we [unique value that matters to ICP].
---
## Category
**Category:** [name]
**Approach:** [Existing / Subcategory / New]
**Rationale:** [1-2 sentences on why this framing]
---
## Competitive Landscape
### Direct Competitors
| Competitor | Positioning | Strength | Weakness (your wedge) |
|-----------|-------------|----------|----------------------|
| [Name] | "[Their tagline]" | [What they do well] | [Where they fall short] |
### Alternative Solutions
- [Manual process / spreadsheet / hiring]
- [Adjacent tool category]
---
## Value Propositions
### Primary: [Headline claim]
[2-sentence explanation + proof point]
### Secondary A: [Value prop]
[2-sentence explanation + proof point]
### Secondary B: [Value prop]
[2-sentence explanation + proof point]
---
## Proof Points Library
### With Metrics
- "[Customer quote with number]" — [Source]
- [Metric]: [claim] — [evidence]
### Logos & Social Proof
- [Customer logos to feature]
- [Review platform ratings]
---
## Messaging by Audience
### [Persona 1: e.g., Founder/CEO]
- **Pain:** [What keeps them up at night]
- **Hook:** "[Message that resonates]"
- **Proof:** [Evidence they'd trust]
### [Persona 2: e.g., Head of Growth]
- **Pain:** ...
- **Hook:** ...
- **Proof:** ...
---
## Positioning Map
[2x2 matrix with chosen dimensions]
---
## Where to Deploy This Positioning
| Asset | Key Message | Priority |
|-------|------------|----------|
| Homepage hero | [Primary headline] | P0 — update now |
| Sales deck slide 2-3 | [Positioning statement] | P0 |
| LinkedIn company tagline | [One-liner] | P1 |
| Cold email opening line | [Pain hook] | P1 |
| G2 profile description | [Category + differentiator] | P2 |
---
## What We're NOT Saying
(Guardrails to keep messaging consistent)
- We don't claim to be [X] — that's [competitor]'s territory
- We don't target [segment] — outside our ICP
- We avoid the word "[buzzword]" — overused, means nothingSave to the current working directory as positioning-[YYYY-MM-DD].md (or user-specified path).
Cost
| Component | Cost |
|---|---|
| Web research (competitor sites) | Free |
| Review mining (if using review-site-scraper) | ~$0.50-1.00 |
| All analysis and positioning | Free (LLM reasoning) |
| Total | Free — $1 |
Tools Required
- web_search — for competitor research
- fetch_webpage — for analyzing competitor sites
- Optional:
review-site-scraperfor review-based insights
Trigger Phrases
- "Build a positioning doc for [product]"
- "How should we position against [competitor]?"
- "We need positioning before our launch"
- "Run the positioning builder for [client]"
© gooseworks-ai, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file
Files
SKILL.md and 1 other file in skills/brand/composites/launch-positioning-builder of gooseworks-ai/goose-skills.
- SKILL.md
- skill.meta.json
Open the folder on GitHubat commit c650c6d
Used in 1 other repository
We found 1 copy of this SKILL.md (exact, near-identical or edited) in other folders, from 1 other GitHub owner. This page covers the copy in gooseworks-ai/goose-skills, which our catalogue first saw on October 7, 2026.
Compare with similar skills
Launch Positioning Builder next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.
| Skill | Stars | Used in | Tokens | Auto-check | Licence | Repo updated |
|---|---|---|---|---|---|---|
| Launch Positioning Builder this skillgooseworks-ai/goose-skills | 1.2k | 1 repos | ~2.1k | Automated safety check: Pass | MIT | |
| Ideal Customer Profilephuryn/pm-skills | 27k | — | ~1.5k | Automated safety check: Pass | MIT | |
| Competitor MapperMaxKmet/idea-validation-agents | 478 | — | ~3.3k | Automated safety check: Pass | MIT | |
| Pricing Strategistalirezarezvani/claude-skills | 28k | — | ~2.3k | Automated safety check: Pass | MIT | |
| Customer ResearchNexus-JPF/note-companion | 870 | 6 repos | ~3.2k | Automated safety check: Pass | MIT | |
| Marketing OsYuzzyuk/marketing-os | 540 | — | ~2.5k | Automated safety check: Pass | MIT |
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Categories
Questions about Launch Positioning Builder
What does Launch Positioning Builder do?
Research competitors, analyze their messaging, and generate a positioning document with category definition, differentiation claims, value propositions, and proof points. Launch Positioning Builder is an agent skill from gooseworks-ai/goose-skills. Research competitors, analyze their messaging, and generate a positioning document with category definition, differentiation claims, value propositions, and proof points.
When should I use Launch Positioning Builder?
Launch Positioning Builder fits situations like: A product marketing team needs to define; refresh positioning ahead of a launch; competitive shift.
How do I install Launch Positioning Builder in Claude Code?
Run `npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a claude-code`. Or copy the skill folder (skills/brand/composites/launch-positioning-builder in gooseworks-ai/goose-skills) into .claude/skills/launch-positioning-builder in your project. Claude Code loads it when a task matches its description.
How do I install Launch Positioning Builder in Codex?
Run `npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a codex`. Or copy the skill folder (skills/brand/composites/launch-positioning-builder in gooseworks-ai/goose-skills) into .agents/skills/launch-positioning-builder in your project. Codex loads it when a task matches its description.
Can I use Launch Positioning Builder in Cursor, Gemini CLI or GitHub Copilot?
Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add gooseworks-ai/goose-skills --skill launch-positioning-builder -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/launch-positioning-builder, .gemini/skills/launch-positioning-builder, .github/skills/launch-positioning-builder and .opencode/skills/launch-positioning-builder in your project.
What does Launch Positioning Builder need to run?
SKILL.md names no scripts, command-line tools or credentials: Launch Positioning Builder is instructions for the agent only.
Does Launch Positioning Builder access the network?
SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.
Is Launch Positioning Builder safe to install?
Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.
What licence does Launch Positioning Builder use?
Launch Positioning Builder is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.
How many tokens does Launch Positioning Builder use?
About 2.1k tokens (SKILL.md is roughly 8.3k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full.
What are the alternatives to Launch Positioning Builder?
Skills that share tags, products or a category with Launch Positioning Builder: Ideal Customer Profile (phuryn/pm-skills, 27k stars), Competitor Mapper (MaxKmet/idea-validation-agents, 478 stars), Pricing Strategist (alirezarezvani/claude-skills, 28k stars) and Customer Research (Nexus-JPF/note-companion, 870 stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.
Who maintains Launch Positioning Builder?
gooseworks-ai (a GitHub organization) maintains it in gooseworks-ai/goose-skills, which has 1,240 GitHub stars. The repository holds 273 skills in this directory. The repository was last updated on October 8, 2026.
Source: gooseworks-ai/goose-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.