How to use Market Movements: a weekly competitor change feed you can act on

A single competitive analysis is a photograph. Run the same analysis again a week or a month later and you get something more useful: the difference between the two. The Market Movements report is built on that difference. Instead of re-reading the whole landscape every time, you read only what moved: which signals appeared across your competitors, which were dropped, and which changed shape since the previous completed run.

This is the report that turns one-off research into a monitoring habit. Each repeat run adds a new entry to the movement feed, and the feed is short by design: a market where nothing moved produces an empty report, which is itself information. Its natural home is the weekly strategy review, where the question "anything new from competitors?" finally gets an evidence-backed answer instead of a shrug.

Step 1: set the rhythm before you read anything

A delta feed is only as good as its cadence. Pick an interval you will actually keep, weekly is the sweet spot for most early-stage teams, and re-run the analysis on the same day each week so run-over-run comparisons stay honest. Fifteen minutes in the Monday review is enough: the report has already done the diffing, so your time goes to judgment, not detection.

Step 2: triage every material movement into act, monitor, or ignore

• Act: the movement touches a live decision. A B2B SaaS competitor dropping their free tier the week you are debating pricing is an act item, and it goes into this week's agenda with an owner.
• Monitor: the movement is interesting but not yet decision-grade. A developer tools competitor adding a single AI-assist mention gets a watch entry, and you check on the next run whether it grew into a positioning shift or evaporated.
• Ignore: the movement is cosmetic or off-segment. Write the ignore down anyway; a movement you consciously ignored and a movement you never saw look identical in hindsight, and only one of them is defensible.

Step 3: close the loop on last week's calls

The compounding value of this report comes from revisiting, not just triaging. Open each review by checking last week's monitor list against this week's feed: did the signal you were watching spread, deepen, or disappear? A marketplace competitor's new "verified sellers" badge that survives three consecutive runs and gains homepage placement has graduated from monitor to act. The decision this report should produce each cycle is one sentence per material movement: what it is, which bucket it landed in, and when you will look at it again.

What Market Movements will NOT tell you

• Why a signal moved. The report dates and sources the change; the intent behind it is your read to make.
• Anything between runs. A change that appeared and reverted inside a single interval never enters the feed, which is another argument for a weekly cadence over a monthly one.
• Which movements matter to your strategy. The act/monitor/ignore call is deliberately left to you, because materiality depends on your position, not on the size of the change.

If your weekly review currently opens with guesswork, give it a feed instead. Run a free analysis at top-founders.com/analyze this week, run it again next week, and open Market Movements in between: the delta is where the decisions live.