Free template
Competitive Analysis Template
A structured 7-section framework. Copy it and fill it in, or generate it for your competitors with Competely.
A competitive analysis template gives you a repeatable structure for comparing your product against competitors across dimensions like positioning, pricing, features, target audience, strengths, and weaknesses. The template below covers the seven sections that matter most for B2B and SaaS teams. Copy the framework and fill it in yourself, or use Competely to generate a fully populated version for your specific competitors in minutes.
Last updated: June 19, 2026
What to include in a competitive analysis
A thorough competitive analysis goes beyond a simple feature checklist. The most useful analyses compare competitors across positioning, pricing, audience fit, product strengths and weaknesses, go-to-market approach, and customer sentiment.
Use the template below as a starting point. The sections are ordered to build a complete picture: start with the basics (who they are, who they serve), then move to the details (what they charge, how they sell, where they are strong and weak).
How to use this template
For each competitor, work through all seven sections in order. Be specific: a cell that says "enterprise focus" is less useful than "targets VP of Sales at 200-2,000 employee companies with a 90-day sales cycle". Where you cannot verify a fact from the competitor's own site, note it as "unverified" rather than guessing.
Update the template every quarter or whenever a competitor makes a significant move. A stale analysis is misleading.
The 7-section competitive analysis template
Copy this framework into a document or spreadsheet. Fill in one column per competitor. Keep each cell factual and sourced.
- 1. 1. Company overview
Founded, HQ, employee count, funding stage, notable investors. Source: LinkedIn, Crunchbase, About page. Note the date you checked.
- 2. 2. Target audience
Primary buyer persona (role, company size, industry). Secondary segments. What problem do they lead with? Source: homepage headline, case studies, job postings.
- 3. 3. Pricing and buying path
Do they publish pricing? Is there a self-serve signup or does it require a demo? What plan tiers exist? Note only what their own site shows. Never guess at price ranges.
- 4. 4. Core product features
The 5-8 capabilities they lead with. Ignore the long feature list; focus on what shows up in their headline, hero, and use-case pages.
- 5. 5. Positioning and messaging
What headline and value proposition do they use? What pain point do they name first? What category do they claim (e.g., "competitive intelligence platform" vs "market research tool")?
- 6. 6. Strengths and weaknesses
Based on public reviews (G2, Capterra, Reddit) and your own product knowledge. Cite the source and date for each point. Do not copy review text verbatim.
- 7. 7. SWOT summary
Strengths and Weaknesses from the competitor's perspective; Opportunities and Threats from your perspective. Keep each quadrant to 3-5 bullets. See the SWOT analysis template for the full framework.
Frequently asked questions
- What is a competitive analysis template?
- A competitive analysis template is a structured framework that guides you through comparing your product or business against competitors. It typically covers company overview, target audience, pricing, features, positioning, and strengths and weaknesses. Using a template ensures consistency across competitors and makes the analysis easier to update over time.
- How long does a competitive analysis take?
- A manual competitive analysis for three to five competitors typically takes 10 to 20 hours: researching each competitor's site, aggregating reviews, verifying pricing, and writing up comparisons. Competely automates the research and data gathering, producing a structured analysis in 15 to 45 minutes.
- How often should I update my competitive analysis?
- For most B2B SaaS companies, a full competitive analysis refresh every quarter is reasonable. For fast-moving categories, monthly monitoring is worth the cost. Competely's continuous monitoring tracks competitor changes between full analyses and sends you a brief when something meaningful changes.
- What is the difference between a competitive analysis and a SWOT analysis?
- A competitive analysis compares your product to specific competitors across multiple dimensions. A SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is a strategic summary that can be applied to a single company or to the competitive landscape as a whole. The SWOT is often the final section of a competitive analysis rather than a standalone document.
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Comparisons on this page are based on publicly available information and may have changed since it was last updated. Product names, logos, and trademarks are the property of their respective owners. Competely is independent and is not affiliated with, endorsed by, or sponsored by any other company mentioned.