You will tear down three competitors to your brand and turn what you find into positioning ammunition. Screenshots are mandatory — a teardown without evidence is an opinion.
1. Pick three rivals (10 min)
Choose competitors your persona would genuinely consider instead of you: one direct local rival, one bigger/aspirational player in the same category, and one wildcard (a substitute — e.g. for Suya Republic, a shawarma brand competes for the same 9pm hunger). List them with one line each on why they qualify.
2. Website teardown (20 min)
For each competitor's website or landing page (or their Instagram bio + link if no site):
- Screenshot the first screen a visitor sees.
- Write down their headline promise and who it targets.
- Count clicks from landing to purchase/contact.
- Note one thing done well and one thing broken or confusing.
3. Social teardown (25 min)
For each rival's most active platform:
- Screenshot their grid/feed and their 2 highest-engagement recent posts.
- Note posting frequency, content types (product shots? memes? testimonials? video?), and tone.
- Check comment sections: do they reply? How fast? What questions keep appearing unanswered? (Unanswered questions = your content ideas.)
4. Ads teardown (20 min)
- Open the Meta Ad Library and search each brand. Screenshot any running ads; note the hook, offer, and call to action.
- Google "[category] + [city]" (e.g. "suya delivery Lagos") — note who appears in ads and organic results.
- If a rival runs no ads at all, record that too — it's a finding.
5. Synthesise (15 min)
Fill a simple table: rows = the 3 rivals, columns = positioning claim, main channel, content strength, biggest weakness. Below it, answer in 3–5 lines: what gap is nobody filling that your personas clearly want? Save the two best ads or posts you found into your swipe file with a note on why they work.
Deliverable
Submit a link to a document containing: the rival list, screenshots organised by section, the synthesis table, and your gap statement. Add notes on the single most useful thing you learned.
Reviewer checks: three genuinely comparable rivals; screenshots present for web, social, and ads sections; observations are specific (numbers, quotes) not generic; the gap statement connects to persona evidence from the previous lab.