Morthn Teardown · $499 one-time
The competitor audit a senior consultant would write — for $499, in 5 minutes.
Pick one competitor. Name your own brand. We deep-crawl 20 pages on each side and run a comparative positioning, pricing, product, and messaging audit using Claude Opus. 1,500-2,500 words. Every claim cited.
A McKinsey positioning audit costs $25-50K. This is one model away from the same thing.
Seven sections. Every claim cited.
The Teardown system prompt encodes Dunford's 5-step positioning framework, JTBD, Ries+Trout category ownership, and a strict no-fluff guardrail. Output is structured, comparative, and ranked for action.
1. Positioning teardown
Category, audience, alternatives, unique attributes, JTBD — both sides, side-by-side.
"Competitor positions as ‘the AI sales agent that closes for you’ — they own ‘agent’ in the buyer's mind. Customer hero is ‘modern outbound platform’ — too broad to occupy any category."
2. Pricing teardown
Tier structure, anchors, what each price signals. Where you're over- or under-priced.
"They added a $49 starter tier — the first sub-$200 price in the category. Anchors them as the cheapest. Customer's $79 starter loses its ‘most affordable’ angle."
3. Product & feature depth
Surface area comparison, feature gaps each direction, integration breadth.
"Competitor has 14 native CRM integrations on their integrations page. Customer has 4 listed. Either close the gap or own a different axis (‘only one with X')."
4. Messaging audit
Hero promise, proof structure, friction points, CTA logic. Every claim quoted from the source.
"Their homepage shows 3 logos above the fold (Slack, Notion, Shopify) and quantifies ROI with a specific number (37%). Customer shows zero logos above the fold."
5. Hiring signals
What their careers page reveals about what they're building next.
"New role: ‘Founding ML Engineer, Agents.' They're betting the next 12 months on autonomous AI. Customer roadmap should account for this category shift."
6. Vulnerability map
Where the competitor is exposed and how you can press.
"Their pricing page is silent on annual contracts. If they require them and customer offers monthly, that's a ‘no commitment' angle worth promoting hard."
7. Action plan
5 prioritized moves, each with effort + impact rating.
"#1 — Rewrite homepage hero to occupy a specific category word. Why: you're currently too broad. How: pick one word from your unique attributes and make it the brand's anchor. Effort: low. Impact: high."
$499. One competitor. Report in 5 minutes.
Run it after a competitor rebrands. Before you rewrite your homepage. Whenever you suspect your positioning is leaving money on the table.
Order a teardown →Questions
What's actually in the report?+
Seven sections: positioning teardown (Dunford-style — category, alternatives, unique attributes, JTBD), pricing teardown (their tiers vs yours, what the anchors signal), product depth comparison, messaging audit (hero, proof, friction), hiring signals (what they're building next based on careers page), vulnerability map (where they're soft), and a 5-move action plan ranked by effort and impact. 1,500-2,500 words, every claim cited to a URL.
Who writes the report?+
Claude Opus, Anthropic's most capable model. We feed it up to 20 pages from each side, the customer's JTBD if provided, and a positioning framework we built. The result is closer to what a senior CI analyst would write after a day with both sites — except it's ready in 5 minutes.
How is this different from Morthn Intel (the weekly brief)?+
Intel tracks ongoing change ("what moved this week"). Teardown is a one-time deep audit ("what does their position vs ours look like right now"). Many customers use both — Intel as the radar, Teardown when one competitor moves and they want to react.
How fast?+
Typical: 3-6 minutes after payment clears. You also receive the report by email.
Can I run it on the same competitor multiple times?+
Yes. Each run is a fresh deep crawl + analysis — useful after a competitor makes a major move (rebrand, new pricing, new product launch) you want a full read on.
Is there a discount if I have an Intel subscription?+
Yes — the Intel Growth + Scale plans include 1 and 3 teardowns/month respectively. Reach out at support@morthn.com after subscribing to claim.