Learn The Method
Building a competitive matrix in Enzzo
By Maja Gunz · 5 min read · Last updated October 2026
Enzzo researches competitors on the web and builds a side-by-side table: competitors as columns, comparison factors as rows. Add a competitor or a feature and the AI fills it in, or edit any cell yourself.
Where to find it
In the workspace sidebar, go to Market › Competitors. In some workspace layouts it's called Competitive Matrix or Competition.
Create the matrix
Open the tab. If no matrix exists yet and you have edit access, Enzzo builds one. It can take a few minutes. In stage-gate workspaces, you build it through the Competitive Landscape task or by hand.
To build it, Enzzo:
• uses your product information, such as title, description, goals, target price, markets and product type, to find four competitors, or uses the ones you name;
• picks six to ten comparison factors, always starting with name, URL and price;
• researches each competitor on the web and pulls a product image from its website;
• adds My Product as a column, plus your previous version if one is recorded.
You can also start from chat. The Competitive Matrix quick action asks which market to analyze, whether you have specific competitors, which dimensions matter (features, pricing, target customer, positioning, geography, technology) and whether to include your product.
Edit the matrix
• New › Add new competitor: enter a name or URL and the AI fills in every row.
• New › Add new comparison: the AI researches the new factor for every competitor. Choose Add manually for an empty row.
• Click any cell to edit it.
• Column menu: edit the competitor (including its image), move it left or right, or delete it.
• Row menu: move up or down, or delete. You can also drag rows.
• In chat, ask Enzzo to add or remove competitors and factors, rename columns or edit cells.
Analyze your position
Click Is my product competitive? or How do I differentiate? to open a chat preloaded with your matrix. In chat you can also ask for a full competitor insights report with an executive summary, SWOT, pricing and recommendations, downloadable as a PDF.
Export and reuse
• Export menu: Confluence, Notion, PDF or DOCX.
• Artifacts › Document › Competitive Table › Generate Competitive Table creates a PDF.
• The matrix is included in your PRD and used in your PR/FAQ draft.
• In any Enzzo document, type / and choose Competitive Matrix to insert it.
FAQ
How do I rebuild the matrix with different competitors?
Ask Enzzo in chat, or add and delete competitors from the column menu.
Can I add competitors Enzzo didn't find?
Yes. Use New › Add new competitor and enter a name or URL.
Does the matrix score competitors?
No. Each cell is a written description, which you can edit.
Related
On this page
Where to find it
Create the matrix
Edit the matrix
Analyze
Export
FAQ
Related