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Competitor analysis template pdf

Here's a comprehensive, fillable competitor analysis template you can copy into Google Docs, Word, or Excel and export as PDF. I've structured it for immediate action with specific data points to collect.

COMPETITOR ANALYSIS TEMPLATE

Analysis Date: ___________ | Analyst: ___________ | Industry/Market: ___________

1. COMPETITOR SELECTION MATRIX

List 3-5 direct competitors you're analyzing

CompetitorCompany SizePrimary Threat LevelGeographic PresenceAnalysis Priority
1.□ Startup □ SMB □ Enterprise□ High □ Medium □ Low□ Primary □ Secondary
2.□ Startup □ SMB □ Enterprise□ High □ Medium □ Low□ Primary □ Secondary
3.□ Startup □ SMB □ Enterprise□ High □ Medium □ Low□ Primary □ Secondary

Selection Criteria Used: □ Direct substitute □ Same audience □ Similar pricing □ Geographic overlap □ Feature parity

2. COMPANY PROFILE (Repeat for each competitor)

Competitor: [Name]

Basic Intel:

  • Founded: _______ | Employees: _______ | Funding Stage: _______
  • Headquarters: _______ | Target Markets: _______
  • Tagline/Mission: _______________________________________________

Financial Health (if available):

  • Annual Revenue: $_______ | Growth Rate: _______%
  • Recent Funding: $_______ (Date: _______)
  • Public/Private: _______ | Stock Ticker (if public): _______

Leadership Team:

  • CEO/Founder: _______ (Background: _______)
  • Key hires in last 12 months: ___________________________________

3. PRODUCT/SERVICE DEEP DIVE

Core Offering:

  • Primary Product: _______________________________________________
  • Unique Value Proposition (UVP): __________________________________

Feature Comparison Matrix:

Feature/CapabilityYour CompanyCompetitor ACompetitor BNotes
[Key Feature 1]□ Yes □ No□ Yes □ No□ Yes □ No
[Key Feature 2]□ Yes □ No□ Yes □ No□ Yes □ No
[Key Feature 3]□ Yes □ No□ Yes □ No□ Yes □ No
User ExperienceRate 1-10: __Rate 1-10: __Rate 1-10: __
Integration Ecosystem# of apps: __# of apps: __# of apps: __

Product Weaknesses Identified:

4. PRICING & PACKAGING ANALYSIS

Pricing Model: □ Subscription □ One-time □ Freemium □ Usage-based □ Hybrid

Price Tiers:

TierCompetitor PriceYour PriceGap AnalysisBilling Cycle
Entry/Basic$_______$_______□ Higher □ Lower □ Par□ Monthly □ Annual
Professional$_______$_______□ Higher □ Lower □ Par□ Monthly □ Annual
Enterprise$_______$_______□ Higher □ Lower □ Par□ Custom

Pricing Psychology:

  • Do they use charm pricing ($1 vs $10)? □ Yes □ No
  • Free trial length: _______ days
  • Money-back guarantee? □ Yes (_______ days) □ No
  • Hidden fees observed: ________________________________

5. MARKETING & SALES STRATEGY

Digital Presence:

  • Website Traffic (est.): _______/month (Source: SimilarWeb/Semrush)
  • Domain Authority: _______ (use Moz or Ahrefs)
  • Keyword Rankings: Top 3 keywords: 1) _______ 2) _______ 3) _______

Content Marketing:

  • Blog frequency: _______ posts/month
  • Content types prioritized: □ Video □ Long-form □ Podcast □ Case studies
  • Gated content offers: ________________________________
  • SEO strategy focus: □ Educational □ Transactional □ Thought leadership

Advertising Intelligence:

  • Ad platforms spotted: □ Google □ Meta □ LinkedIn □ YouTube □ Programmatic
  • Estimated ad spend: $_______/month (use Facebook Ad Library/Semrush)
  • Messaging angles used:

Sales Approach:

  • Sales cycle length: _______ days
  • Touchpoints observed: □ Self-serve □ Inside sales □ Field sales □ Partner channel
  • Demo booking friction: □ Low (instant) □ Medium (form) □ High (qualification call)

6. CUSTOMER PERCEPTION ANALYSIS

Review Mining (G2, Capterra, Trustpilot):

  • Average Rating: /5 ( total reviews)
  • Sentiment Breakdown: Positive _______% | Neutral _______% | Negative _______%

Top 3 Praise Themes:

Top 3 Complaint Themes:

  1. ________________________________ (Opportunity for you?)

Brand Positioning Map:

Plot on X-Y axis (e.g., Price vs. Quality, or Speed vs. Customization)

High Quality | [Competitor B] | [Competitor C] | | | [YOU HERE?] | |________________| Low Quality | [Competitor A] | High Price

7. TECHNOLOGY & OPERATIONS

Tech Stack (detect via BuiltWith or Wappalyzer):

  • CMS: _______
  • Marketing Automation: _______
  • CRM: _______
  • Analytics: _______
  • E-commerce: _______

Operational Advantages:

  • □ Vertical integration
  • □ Proprietary technology/patents: _______
  • □ Exclusive partnerships: _______
  • □ Supply chain efficiency: _______

8. SWOT ANALYSIS (Per Competitor)

STRENGTHSWEAKNESSES
1.1.
2.2.
3.3.
OPPORTUNITIES (for them)THREATS (to them)
1.1.
2.2.
3.3.

9. STRATEGIC IMPLICATIONS & ACTION PLAN

Immediate Threats (Next 30 days):

  1. ________________________________ → Counter-strategy: ________________

Competitive Advantages to Leverage:

Market Gaps Identified:

  1. ________________________________ (Customer pain point unaddressed)

Your Next Moves:

  • Update messaging to highlight _______
  • Adjust pricing on _______ tier by _______%
  • Develop content targeting keyword _______
  • Reach out to customers complaining about _______
  • Monitor their _______ initiative closely

10. MONITORING SCHEDULE

Ongoing Intelligence:

  • Google Alerts set up for: _______
  • Social listening tools tracking: _______
  • Quarterly review date: _______

How to Turn This Into a PDF

Option A: Google Docs (Recommended)

  1. Copy this template into Google Docs
  2. File → Download → PDF Document (.pdf)

Option B: Canva Search "Competitor Analysis" templates for visual PDFs if presenting to executives

Option C: Notion Create a database view with this structure, then export as PDF

Option D: Excel/Google Sheets Better for heavy data comparison; export as PDF

Quick-Start Data Sources

  • SimilarWeb/Ahrefs: Traffic & keywords
  • G2/Capterra: Customer reviews
  • Crunchbase: Funding & company info
  • LinkedIn: Employee count & hiring trends
  • Wayback Machine: Historical messaging changes
  • Facebook Ad Library: Current ad campaigns

What specific industry are you analyzing, and are you focusing on one major competitor or doing a broad market landscape review? I can help you customize the "Feature Comparison Matrix" and "Positioning Map" sections for your specific vertical (SaaS, retail, services, etc.).

Also, what's your primary goal with this analysis—pricing strategy, product development, or marketing positioning? I can suggest which sections to weight more heavily based on your objective.

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