Ask questions like this to multiple AIs at once
Try freeCompetitor analysis template excel
Forget endless searching for the perfect competitor analysis template; AI tools cut through the noise, offering tailored, conversational insights specific to *your* business. We've tapped into multiple AIs to bring you a diverse range of perspectives, so you get the best possible starting point without the usual grunt work.
Join 10,000+ analysts, marketers & other professionals
Ask questions like this to multiple AIs at once
Try freeCompetitor analysis template excel
Forget endless searching for the perfect competitor analysis template; AI tools cut through the noise, offering tailored, conversational insights specific to *your* business. We've tapped into multiple AIs to bring you a diverse range of perspectives, so you get the best possible starting point without the usual grunt work.
Join 10,000+ analysts, marketers & other professionals
Qwen 3 MaxCompetitor analysis template excel
Here’s a ready-to-build Excel competitor analysis template you can set up in 15 minutes. I’ve structured this so you can copy-paste these headers directly into Excel and start collecting data immediately.
🚀 Quick Setup (Copy-Paste Ready)
Sheet 1: Competitor Inventory
Purpose: Master database of who you’re tracking
| Column | Header | Data Type | Example Formula/Tip |
|---|---|---|---|
| A | Competitor Name | Text | "Acme Corp" |
| B | Threat Level | Dropdown | Data Validation: High/Medium/Low |
| C | Market Cap/Revenue | Currency | Format as currency |
| D | Employee Count | Number | Glassdoor/LinkedIn data |
| E | Target Audience | Text | "Enterprise SaaS" |
| F | Founded Year | Number | For age calculation |
| G | Last Updated | Date | =TODAY() when you edit |
| H | Website | Hyperlink | Use =HYPERLINK("url","text") |
| I | Key Differentiator | Text | Their main value prop |
Excel Pro Tip: Apply Conditional Formatting to Column B (Threat Level) → Red for High, Yellow for Medium, Green for Low.
Sheet 2: Feature Comparison Matrix
Purpose: Visual gap analysis
Create a grid with:
- Column A: Features/Capabilities (list your product features down rows)
- Column B (You): Your status (Yes/No/Partial)
- Columns C+: Competitors (one per column)
Scoring System (Data Validation dropdown):
2= Fully implemented1= Partial/Beta0= MissingN/A= Not applicable
Add this formula at the bottom of each competitor column:
=SUM(C2:C20)/COUNTA(C2:C20)
This gives you a Feature Parity Score (0-100%). Conditional format: Red <50%, Yellow 50-80%, Green >80%.
Sheet 3: Pricing Intelligence
Purpose: Price positioning and model comparison
| Column | Header | Notes |
|---|---|---|
| A | Competitor | Dropdown from Sheet1 |
| B | Pricing Model | Flat/Usage-based/Tiered/Enterprise only |
| C | Entry Price | Lowest public tier |
| D | Pro Price | Mid-tier |
| E | Enterprise Price | Custom vs. Listed |
| F | Price per User | Calculated field |
| G | Billing Cycle | Monthly/Annual discount % |
| H | Hidden Fees | Setup/Implementation costs |
| I | Last Verified | Date you checked |
Calculation: Add a Price Positioning Chart: Select columns A, C, D, E → Insert → Chart → Scatter Plot. This visualizes where you sit in the pricing landscape.
Sheet 4: Marketing & Messaging Audit
Purpose: Track their go-to-market
| Section | Fields to Track |
|---|---|
| Messaging | Tagline, Value Prop, Tone (Professional/Casual/Technical) |
| Channels | SEO (Semrush score), Paid Ads (FB Library), LinkedIn presence, Events |
| Content Strategy | Blog frequency, Gated assets, Case studies count |
| Reviews | G2/Capterra Rating, Review volume, Common complaints |
| Partners | Integration ecosystem, Strategic partners |
Scoring: Add a 1-5 rating column for each category, then total score per competitor.
Sheet 5: SWOT Analysis (4-Quadrant View)
Purpose: Strategic insights (one sheet per major competitor, or use filtering)
Columns:
- A: Category (Strength/Weakness/Opportunity/Threat)
- B: Factor (What exactly?)
- C: Impact (High/Med/Low)
- D: Timeline (Immediate/6mo/1yr)
- E: Our Response (Action item)
Pivot Table Setup: Create a pivot with Category as rows and Impact as columns to see where threats cluster.
📊 Automation Hacks (Save Hours)
-
Auto-Update Dates: In Sheet1, Column G, use Data Validation with
=TODAY()or a macro that timestamps edits. -
Traffic Comparison: Use the
IMPORTXMLfunction (if analyzing <100 competitors):=IMPORTXML("https://www.similarweb.com/website/[competitor].com","//span[@class='engagementInfo-value']")(Note: May need API access for reliable data)
-
Conditional Alerts: Home → Conditional Formatting → Highlight Cells Rules → Duplicate Values. This catches when competitors copy your features.
-
Dashboard View: Create a 6th sheet named "Executive Summary" and use
=Sheet1!A2formulas to pull top-line stats into a clean one-pager.
🎯 Data Collection Workflow (Weekly Routine)
Monday Morning (30 mins):
- Check competitors' pricing pages (use Visualping.io to automate alerts)
- Update Sheet 3
Wednesday (45 mins):
- Review their new blog posts/press releases
- Update Sheet 4 and Sheet 5
Monthly:
- Refresh feature matrix (Sheet 2) by signing up for their free trials
- Verify employee counts and funding status in Sheet 1
🔍 Where to Find the Data
- Pricing: Their website + G2 "Pricing" tabs + BuiltWith (for tech stack)
- Features: Product demos, YouTube tutorials, API documentation
- Traffic: SimilarWeb free tier, or Chrome extension "Wappalyzer"
- Reviews: G2, Capterra, TrustRadius, Reddit threads (r/[industry])
- Hiring Signals: LinkedIn Jobs (what roles = what strategy?)
- Tech Stack: BuiltWith, StackShare, or Wappalyzer browser extension
Next Steps to Customize This
To make this actionable for your specific situation, tell me:
- What industry are you in? (B2B SaaS, e-commerce, services?) — I can suggest industry-specific metrics to track.
- How many competitors are you tracking? (3-5 direct, or 20+ peripheral?) — This changes the template structure.
- What’s your primary goal? (Pricing optimization, feature roadmap planning, or messaging differentiation?) — I can weight specific sheets accordingly.
- Do you need a " Battlecard" view? (One-page printable summaries for sales teams?)
Want me to build you a specific formula (like an auto-calculated "Threat Score" based on funding + feature parity + price undercutting)? Just paste a few sample data points and I’ll write the Excel logic for you.
GPT-5.2Competitor analysis template excel
Competitor Analysis Excel Template: Get Started Now
Competitor analysis helps you identify strengths, weaknesses, opportunities, and threats (SWOT) relative to rivals, informing your strategy on pricing, marketing, products, and more. Below, I'll guide you with free downloadable Excel templates (verified as of 2026) and a step-by-step DIY build for full customization.
1. Quick Downloads: Ready-to-Use Free Excel Templates
These are professional, pre-formatted files. Just download, duplicate rows/columns for more competitors, and fill in data. No sign-up required for most.
Top Recommendations:
-
Smartsheet Competitive Analysis Landscape Template (Best overall for comprehensive comparison)
- Key Features: 2 sheets with tables for your company vs. competitors. Covers target markets, products/services, pricing, media strategies, distribution, and SWOT (Strengths, Weaknesses, Opportunities, Threats). Includes reminders for analysis purpose.
- Direct Download: Excel XLSX
- How to Use: Sheet 1 for main landscape; enter your details first, then competitors. Use colors/formulas for visuals.
-
Smartsheet Value Proposition Comparative Analysis (Great for scoring/marketing focus)
- Key Features: Grades competitors on value prop, content, funnel efficiency. Auto-calculates totals and generates a heat graph.
- Direct Download: Excel XLSX
-
ProjectManager Competitive Analysis Template (Marketing mix + SWOT)
- Key Features: Sections for 7Ps (Product, Price, Place, Promotion, People, Process, Physical Evidence) + SWOT per competitor. Ideal for service/product businesses.
- Download: Free Excel from site (Click "Download Excel File").
-
HubSpot Competitive Analysis Template (Simple starter)
- Key Features: Single table; columns for Your Company + top competitors; rows for key categories (e.g., strengths/weaknesses). Honest self-assessment encouraged.
- Download: Excel via form (Quick sign-up for instant access).
Other options: Praxie Competitive Landscape for market position scoring.
Pro Tip: Open in Google Sheets if you prefer cloud collab (File > Save as Google Sheets).
2. Build Your Own from Scratch (10-Minute Setup)
If you want full control, create a customizable template in Excel/Google Sheets.
Step-by-Step Guide:
-
Open Excel/Google Sheets and create a new workbook. Name it "Competitor_Analysis_[YourCompany].xlsx".
-
Set Up the Main Comparison Table (Sheet 1: "Overview"):
- Row 1 (Headers): A1 = "Category", B1 = "Your Company", C1 = "Competitor 1", D1 = "Competitor 2", E1 = "Competitor 3" (add more as needed).
- Key Rows (Categories): Add these starting in Column A (copy-paste friendly):
Category Description Prompt Company Overview Size, founding year, HQ Products/Services Key offerings, features Pricing Strategy Price range, discounts Target Market Demographics, size Market Share Estimated % Marketing Channels Social, ads, SEO Strengths Top 3 advantages Weaknesses Top 3 gaps Online Presence Website traffic, reviews Customer Satisfaction NPS/Reviews avg - Fill Data: Enter text, numbers, or ratings (e.g., 1-10 scale). Use conditional formatting (Home > Conditional Formatting > Color Scales) for visual heat maps.
-
Add a Scoring Sheet (Sheet 2: "Scores"):
- Columns: Category, Your Score (1-10), Comp1 Score, Comp2 Score.
- Bottom row: Use formulas like
=AVERAGE(B2:B11)for totals. - Insert chart: Select data > Insert > Column Chart for quick visuals.
-
SWOT Sheet (Sheet 3: "SWOT"):
- 2x2 table per competitor:
Strengths Weaknesses Opportunities Threats - Repeat quadrants for each company.
- 2x2 table per competitor:
-
Enhance with Formulas & Visuals:
- Gap Analysis: Column F = "Your Advantage?" with
=IF(B2 > C2, "Win", IF(B2 < C2, "Improve", "Equal")). - Pivot Table: Select data > Insert > PivotTable for summaries.
- Protect Sheet: Review > Protect Sheet (allow editing specific cells).
- Gap Analysis: Column F = "Your Advantage?" with
-
Gather Data:
- Tools: Google (site:competitor.com), SimilarWeb (traffic), Ahrefs/SEMrush (free trials for SEO), review sites.
- Update quarterly.
-
Save & Share: File > Save As > .xlsx. Add dashboard sheet with charts for exec summaries.
Example Table Preview (copy into Excel):
| Category | Your Company | Competitor 1 (Nike) | Competitor 2 (Adidas) |
|------------------|-----------------------|---------------------|-----------------------|
| Pricing Strategy | \$100-200 | \$120-250 | \$10-180 |
| Strengths | Innovative tech | Brand loyalty | Affordable options |
Next Steps to Succeed
- Start Small: Pick 3-5 direct competitors. Focus on 1 industry first.
- Review Weekly: Track changes like new product launches.
What industry or niche are you analyzing (e.g., e-commerce, SaaS)? How many competitors do you have in mind? Any specific focus areas like pricing, social media, or SEO? Let me know for tailored tweaks or more templates!