Debriefing turns competitor changes into source-linked executive briefs

Debriefing monitors competitor information and turns changes into a short brief: what changed, why it matters and a proposed next step. The intended reader is a founder, investor or team that needs evidence for competitive decisions without maintaining a daily feed of updates.

Build a watchlist and compare changes

The service distinguishes core competitors selected by the customer from Horizon Watch discoveries such as substitutes, emerging entrants and platform threats. It says it checks competitors every day, comparing pricing, product updates, hiring, funding and traffic with the previous check.

Monitoring frequency and brief delivery are different. At capture time, the published Starter plan offered monthly briefs, Growth biweekly briefs and Portfolio weekly briefs. A daily scan should therefore not be mistaken for a daily executive report on every plan.

Follow the evidence before acting

Each brief links its points to sources. The advertised coverage includes competitor websites, pricing pages, product updates, job boards, integrations, public web evidence and funding information. The site illustrates how several signals can be combined into a proposed response.

Those recommendations still require judgment. A changed price page or newly listed job is evidence of an observable change; it does not by itself establish the competitor's internal strategy or prove which response will work for your business. The displayed example companies and recommendations are demonstrations, not outcomes Franklin has tested.

Bring the brief into an existing workflow

Debriefing advertises email delivery, Slack on the Growth plan, a read API and an MCP server. The read interfaces expose tracked competitors, source-backed signals, digests and battlecards for other tools to consult.

Start with a focused watchlist and inspect whether the linked evidence supports the brief's conclusion. Check the plan's competitor limits, discovery allowance and delivery schedule before relying on it for a time-sensitive decision. The useful test is whether a reader can trace a proposed action back to a real change and decide whether it matters to the current product or market.