I built the research tool I kept wishing I had.
I’m Edgar Cerecerez, a technical product marketer. PMM Tools started with a very ordinary frustration: the best competitive work still began with hours of opening pages, copying text, taking screenshots, and rebuilding the same folder by hand.
Building a quieter way to do competitive research.
PMM → builderThe first version was one question: URLs in, markdown out?
Competitive positioning starts with understanding what else exists in the market. For me, that meant visiting product pages, pricing pages, landing pages, blogs, and documentation—then pulling the useful pieces into a working source of truth.
The first experiment simply took URLs and returned markdown. Markdown was enough for AI to compare and synthesize. But I still wanted the screenshot because it made the work reviewable: this is the page we saw, this is what it looked like, and this is when we captured it.
That combination—machine-readable text plus human-verifiable evidence—became the center of the product.
“Can I trust it? Can I look at the work? Can I follow the source-of-truth trail?”
Those questions still decide what belongs in PMM Tools.
From a scraping experiment to a research system.
Clean markdown became the portable source material for comparing messaging, packaging, and positioning.
Screenshots preserve context and make every important conclusion easier to challenge and verify.
The market moved. Instead of another generic analysis dashboard, PMM Tools now delivers evidence into the agent that already knows your context.
The source files are the product.
Analysis is only useful when it fits your context.
Your product, market, sales motion, and point of view are what turn competitor information into strategy. A vendor should not pretend to know all of that better than your own team.
Every meaningful output should trace back to a captured page.
The user should control which URLs make up the competitor corpus.
A refresh should build on prior work instead of restarting the project.
The same actions available in the app should be available to the agent.
Want to follow the build?
I share the product-marketing and technical work behind PMM Tools on LinkedIn.
Competitive research should leave you with evidence, not another pile of tabs.
See how PMM Tools turns a competitor domain into a collection your AI can use and your team can verify.