10 Competitive

Analysis Templa

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 Jump to a Competitive Analysis Template
1. Two-Feature Competitive Landscape Chart

2. You vs. Competitor Side-By-Side

3. Competitor Strategic Overview

4. Content Marketing Analysis Template

5. Competitor Battle Card

6. Multiple Competitor Feature Comparison

7. Multiple Competitors Scoring Card

m HubSpot Academy
positioning strategy. 8. SWOT Analysis Template

9. Categorical Feature Comparison Template

10. Review Tracker

 Feature #1
Feature #2
#1 Also Available via Google Slides

Instructions
1) Select two factors that are
important to your business and your
market, such as "price and product
features," or "customization and
growth potential."

2) Delete the letters on the graph,

which serve as logo placeholders to
demonstrate what the final graph
might look like.

3) Add in logos for your company

and your competitors and place
them on the graph according to how
high or low they are on the graph for
these criteria. For example, in the
examples we placed, Company A
would be high in Feature #1 and
Feature #2, whereas Company E is
low in both features.
e via Google Slides

ructions
ctors that are
ur business and your
s "price and product
ustomization and
al."

tters on the graph,

logo placeholders to
hat the final graph

for your company

etitors and place
aph according to how
y are on the graph for
or example, in the
aced, Company A
n Feature #1 and
ereas Company E is
ures.
 [Your Company] vs. Compe
A Side-By-Side Comparison
Your Company Name
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
Feature Name: Does the company

Yes/No

Explain why your company meets or does not meet the criteria.
 Summary

Explain the key benefits of your product over a competitor's.

any] vs. Competitor
By-Side Comparison
Competitor Company Name
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
s the company [meet the criteria]?

Yes/No

Explain why your competitor meets or does not meet the criteria.
Summary

Explain why your competitor's strengths do not outweigh what you're

able to offer.
Also Available via Google Slides
 [Your Company Name] Compet
Competitor Employee Product
Name Location s Overview
Biglytics provides a data
analytics solution for
Example: Biglytics Boston, MA 200 B2B companies. The
product is available in
three tiers.
any Name] Competitive Strategic Overview
Marketing Strategy Sales Strategy Support Strategy
Overview Overview Overview
Biglytics boasts a big Biglytics offers
Biglytics has
social following and customer support, but
approximately 20 sales
invests heavily in paid at an additional fee.
reps and 10 BDRs and
ads, but lacks a strong The support is also
currently only sells to
blog presence or event only available M-F, 9-5
U.S. companies.
strategy. EST.
Our Response Strategy
(and How We Win)
Our product has five tiers, Also Available via Google Slides
allowing for more
customization. Support is
also included in monthly
fees.
 Content Marketing Competitive Analysis
Social Media Followe Facebook Instagram Twitter YouTube
Your Company 5,000 200 3,000 600
Competitor A 2,500 400 5,000 200
Competitor B 9,000 800 1,000 900
Competitor C 200 1,000 1,000 800
Competitor D 6,000 2,000 2,000 100

Blog/Content Strate Link to Blog Link to Resource Library

Your Company
Competitor A
Competitor B
Competitor C
Competitor D

SEO Strategy Domain AuthorityAlexa Traffic Rank SimilarWeb Ranking

Your Company
Competitor A
Competitor B
Competitor C
Competitor D

Email Strategy Link to Newletter Subscribe Homepage

Link to Newsletter Design
Your Company
Competitor A
Competitor B
Competitor C
Competitor D
e Analysis
LinkedIn Total Following
8,000 16,800
6,000 14,100 Social Media Followers
8,000 19,700
4,000 7,000 10000

1,000 11,100
9000
Publishing Cadence
8000

7000

6000

Number of Ranking Keywords 5000

4000

3000

2000

Audience Size (If Known)

1000

0
Your Company Competitor A Competitor B Competitor C Competitor

Social Media Followers

ollowers

Facebook
Instagram
Twitter
YouTube
LinkedIn

ompetitor C Competitor D
 Company and Solution Overview:
Competitor
[Insert a couple of sentences summarizing the competitor
Name solutions they provide, specifically pertaining to direct com
with you.]

Fast Facts Competitor Strengths:

Location: [Outline a list of features or benefits your competitor offer

Number of Employees: strength to them.]
Year Founded:
Annual Revenue: - Strength #1
Number of Customers: - Strength #2
- Strength #3
- Strength #4
Key Product(s):
-
-
- Competitor Weaknesses:
-
[Outline a list of competitor weaknesses prospects should
Pricing Model: about.]
-
- - Weakness #1
- - Weakness #2
- Weakness #3
- Weakness #4
view: Competitor Updates / In the News:

izing the competitor and/or the [Cover any high-level talking points about the competitor that
rtaining to direct competition salespeople should be able to reference, such as product updates,
corporate advancement/hinderances, or major news mentions.]

How We Win:

our competitor offers that is a [Outline the response for when one of these competitors is brought
up during a sale.]

- Response to Competitor Strength #1

- Response to Competitor Strength #2
- Response to Competitor Strength #3
- Response to Competitor Strength #4

Relevant Case Studies and/or Customer References:

es prospects should know [List and link all case studies or customer references that would help
win the sale against this competitor.]

- Reference / Case Study #1

- Reference / Case Study #2
- Reference / Case Study #3

Last Updated: [Insert Last Updated Date]

 mpetitor that Also Available via Google Slides
product updates,
ews mentions.]

petitors is brought

mer References:

nces that would help

ate]
 Competitor Feature Comparison
Your CompanyCompetitor A
Card
Describe this attribute
Attribute #1 and/or its importance. ✓
Describe this attribute
Attribute #2 and/or its importance. ✓
Describe this attribute
Attribute #3 and/or its importance. X
Describe this attribute
Attribute #4 and/or its importance. X
Describe this attribute
Attribute #5 and/or its importance. ✓
Describe this attribute
Attribute #6 and/or its importance. X
Describe this attribute
Attribute #7 and/or its importance. X
Describe this attribute
Attribute #8 and/or its importance. ✓
Describe this attribute
Attribute #9 and/or its importance. X

Copy this cell for when you or

a competitor does meet the
criteria >>
Copy this cell for when you or
✓
a competitor does not meet
the criteria >> X
Competitor BCompetitor CCompetitor D
Instructions

1) List out your company and

main competitors in the top row.

2) List out the key product

attributes you want to note in
Column A.

3) Explain what the attribute is

and why each attribute is
important to your business and/or
industry in Column B.

4) Put a check mark if the

company meets or has the criteria
listed in Columns A/B or an X if it
does not.
 ructions

ur company and
tors in the top row.

key product
want to note in

at the attribute is
attribute is
your business and/or
lumn B.

k mark if the
ets or has the criteria
mns A/B or an X if it
 Your CompanyCompetitor A
Competitor Scoring Card (Rank (Rank
performance on performance on
a scale of 1-5) a scale of 1-5)
Describe this attribute 5
Attribute #1 and/or its importance.
Describe this attribute 4
Attribute #2 and/or its importance.
Describe this attribute 3
Attribute #3 and/or its importance.
Describe this attribute 2
Attribute #4 and/or its importance.
Describe this attribute 1
Attribute #5 and/or its importance.
Describe this attribute 3
Attribute #6 and/or its importance.
Describe this attribute 5
Attribute #7 and/or its importance.
Describe this attribute 4
Attribute #8 and/or its importance.
Describe this attribute 3
Attribute #9 and/or its importance.
Describe this attribute 3
Attribute #10 and/or its importance.

Total 33 0
Competitor BCompetitor CCompetitor D
(Rank (Rank (Rank
performance on performance on performance on
a scale of 1-5) a scale of 1-5) a scale of 1-5) Instructions

1) List out your company and

main competitors in the top row.

2) List out the key product

attributes you want to note in
Column A.

3) Explain what the attribute is

and why each attribute is
important to your business and/or
industry in Column B.

4) Rank the performance of each

company with specific regard to
these key attributes on a scale of
1-5.

0 0 0
ructions

ur company and
tors in the top row.

key product
want to note in

at the attribute is
attribute is
your business and/or
lumn B.

erformance of each
specific regard to
ibutes on a scale of
 SWOT Analysis: [Com
Strengths
[Explain the key strengths of the organization. These strengths are internal attributes
where the organization stands above competitors, such as intellectual property, its
workforce, etc.]

Opportunities
[List the external opportunities the company could benefit from, such as a growing
demand for its product/services.]
WOT Analysis: [Company Name]
Weaknesses
re internal attributes [Outline where the company might fail or struggle internally. Examples might inc
ctual property, its a poor pricing model or unclear leadership.]

Threats
such as a growing [Provide an overview of the threats this organization faces. One example might b
new tax on the products/services the business provides.]
 Also Available via Google Slides
ternally. Examples might include

faces. One example might be a

des.]
 Competitor Categorical Feature Compariso
Your Company
Competitor A
Competitor B
Competitor CCompetitor D
Product Category 1
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Product Category 2
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Product Category 2
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Product Category 3
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Overall Total 0 0 0 0 0
ature Comparison
Competitor/Product/Feature Notes
 Competitor Review Tracker
Original Reviews
Enter the review scores as they display on the review site – the next section is for normalizing data in
Your CompanCompetitor ACompetitor BCompetitor CCompetitor D Notes or quotes fro
Review Site #1
Review Site #2
Review Site #3 2
Review Site #4
Review Site #5
Review Site #6
Review Site #7
Review Site #8
Review Site #9

Aggregate Reviews
Normalize the averages above to a scale of 1-10 (For example, a B average might be an 8 out of 10, and a 96.8
Your CompanCompetitor ACompetitor BCompetitor CCompetitor D Notes or quotes fro
Review Site #1
Review Site #2
Review Site #3
Review Site #4
Review Site #5
Review Site #6
Review Site #7
Review Site #8
Review Site #9
Average #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!
cker

for normalizing data into one consistent metric.

Notes or quotes from the review site.

8 out of 10, and a 96.8 out of 100 would be 9.86 out of 10).
Notes or quotes from the review site.