How many competitors should I analyze?

Four to six in the detailed template. You can maintain a broader watchlist of 10-15 companies tracked at a lighter level (just monitoring their blogs, funding, and major releases).

How do I find competitor pricing when it is not public?

Ask your sales team what prospects report. Check archived pricing pages on the Wayback Machine. Look at G2 reviews that mention pricing. In some cases, simply signing up for a trial or requesting a demo is the fastest path.

Should I share this with the whole company?

Share the feature comparison, positioning map, and strategic implications broadly. Keep detailed pricing intelligence and win/loss analysis limited to product, sales, and leadership.

How do I handle a competitor that is much larger than us?

Focus on the specific segment where you compete. You do not need to analyze all of Salesforce -- only the products and features that overlap with your market. Large competitors often have weaknesses in specific niches that smaller, focused products can exploit. ---

Competitive Analysis Template

What This Template Is For

A competitive analysis is the foundation of informed product strategy. Without a clear picture of what alternatives exist, how they are positioned, and where they fall short, you are making roadmap decisions in the dark. This template provides a repeatable, structured framework for analyzing competitors across six dimensions: company overview, product features, pricing, strengths and weaknesses, market positioning, and strategic implications for your own product.

Use this template to build a living competitive intelligence document that informs roadmap prioritization, positioning decisions, pricing strategy, and sales enablement.

When to Use This Template

Annual or quarterly strategy planning: Refresh your competitive landscape before setting direction.

New market entry: Understand incumbents before building your first version.

Pricing changes: Benchmark your pricing model against comparable products.

Win/loss analysis: Supplement deal-level feedback with structured competitor data.

Fundraising or board prep: Demonstrate market awareness to investors and board members.

New PM onboarding: Give new product managers a fast ramp on the competitive landscape.

Important: A competitive analysis is a snapshot. Markets shift. Set a calendar reminder to update this document quarterly, or whenever a competitor makes a significant move (funding round, major launch, acquisition).

Step-by-Step Instructions

Step 1: Identify Your Competitors (10 minutes)

List 4-6 competitors across three categories:

☐ Direct competitors: Products that solve the same problem for the same audience.

☐ Indirect competitors: Products that solve the same problem differently or for a different audience.

☐ Potential competitors: Companies that could enter your space (adjacent products, well-funded startups, platform companies).

Do not analyze more than 6 competitors in depth. Focus beats breadth.

Step 2: Gather Intelligence (20 minutes per competitor)

For each competitor, collect data from these sources:

☐ Their website, pricing page, and product documentation

☐ G2, Capterra, or TrustRadius reviews (look for recurring praise and complaints)

☐ Crunchbase or PitchBook for funding, headcount, and growth signals

☐ Their blog, changelog, and release notes for product direction

☐ LinkedIn for team size, key hires, and organizational signals

☐ Customer interviews and win/loss data from your own sales team

Step 3: Fill In the Template Sections (30 minutes)

Work through each section below. Do not aim for perfection on the first pass. Capture what you know, flag what you need to research further, and iterate.

Step 4: Synthesize Strategic Implications (10 minutes)

The most important section is the last one. After analyzing individual competitors, step back and answer: What does this mean for us? Where should we compete, where should we differentiate, and where should we avoid head-to-head battles?

The Competitive Analysis Template

Section 1: Competitor Overview

Dimension	Competitor A	Competitor B	Competitor C	Competitor D
Company name	[Name]	[Name]	[Name]	[Name]
Type	Direct / Indirect / Potential
Founded	[Year]
Headquarters	[City, Country]
Funding / Revenue	[Total funding or est. ARR]
Headcount	[Approx. employees]
Target market	[Primary ICP]
Core value prop	[One sentence]
Key differentiator	[What they claim sets them apart]

Section 2: Product Feature Comparison Matrix

List 15-20 features that matter to your buyers. Rate each competitor (and yourself) using this scale:

Strong: Best-in-class implementation

Adequate: Functional but not differentiated

Weak: Exists but poorly executed

None: Feature does not exist

Feature	Your Product	Competitor A	Competitor B	Competitor C	Competitor D
[Feature 1]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 2]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 3]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 4]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 5]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 6]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 7]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 8]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 9]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]
[Feature 10]	[Rating]	[Rating]	[Rating]	[Rating]	[Rating]

Feature parity gaps (features where competitors are Strong and you are Weak/None):

☐ [Gap 1 -- assessment of priority]

☐ [Gap 2 -- assessment of priority]

☐ [Gap 3 -- assessment of priority]

Your advantages (features where you are Strong and competitors are Weak/None):

[Advantage 1]

[Advantage 2]

[Advantage 3]

Section 3: Pricing Comparison

Dimension	Your Product	Competitor A	Competitor B	Competitor C	Competitor D
Pricing model	[Per seat / Usage / Flat / Freemium]
Free tier	[Yes/No -- what's included]
Entry price	[$X/mo]
Mid-tier price	[$X/mo]
Enterprise price	[$X/mo or Custom]
Annual discount	[%]
Key gating feature	[What feature drives upgrades]
Contract requirements	[Monthly / Annual / Multi-year]

Pricing insights:

[Observation about market pricing norms]

[Where you are priced relative to value delivered]

[Opportunities to adjust pricing or packaging]

Section 4: SWOT Analysis per Competitor

Repeat this section for each competitor.

Competitor A: [Name]

Strengths	Weaknesses
[Strength 1]	[Weakness 1]
[Strength 2]	[Weakness 2]
[Strength 3]	[Weakness 3]

Opportunities (for them)	Threats (to them)
[Opportunity 1]	[Threat 1]
[Opportunity 2]	[Threat 2]
[Opportunity 3]	[Threat 3]

What they will likely do next quarter: [Your prediction based on signals]

Competitor B: [Name]

Strengths	Weaknesses
[Strength 1]	[Weakness 1]
[Strength 2]	[Weakness 2]
[Strength 3]	[Weakness 3]

Opportunities (for them)	Threats (to them)
[Opportunity 1]	[Threat 1]
[Opportunity 2]	[Threat 2]
[Opportunity 3]	[Threat 3]

What they will likely do next quarter: [Your prediction based on signals]

Section 5: Market Positioning Map

Plot each competitor (and yourself) along two axes that matter most to your buyers. Common axis pairs include:

Ease of use vs. Feature depth

Price vs. Enterprise readiness

Speed of implementation vs. Customizability

Breadth of platform vs. Best-of-breed specialization

                        High [Axis Y Label]
                              |
                              |
          Competitor B  *     |     * Your Product
                              |
                              |
     -------------------------+-------------------------
                              |
                              |
          Competitor C  *     |     * Competitor A
                              |
                              |
                        Low [Axis Y Label]
          Low [Axis X Label]         High [Axis X Label]

Axes chosen: [Axis X] vs. [Axis Y]

Rationale: [Why these dimensions matter to buyers]

Your positioning narrative: [One paragraph describing where you sit and why that position is defensible]

Section 6: Strategic Implications

This is the most important section. Synthesize everything above into actionable strategy.

Where to Compete Head-to-Head

[Area 1]: We have a credible path to winning because [reason]

[Area 2]: We have a credible path to winning because [reason]

Where to Differentiate

[Area 1]: No competitor is strong here, and buyers care because [reason]

[Area 2]: Our unique asset/capability gives us an unfair advantage in [area]

Where to Avoid

[Area 1]: Competitor [X] has an insurmountable lead because [reason]. Competing here is not a good use of resources.

Risks to Monitor

☐ [Competitor X entering adjacent market]

☐ [Pricing pressure from Competitor Y]

☐ [Technology shift that benefits Competitor Z]

Recommended Actions for Next Quarter

[Specific action with owner and timeline]

Filled-Out Example: Project Management SaaS

Competitor Overview (Example)

Dimension	Acme PM	TaskFlow	PlanBoard
Company name	Acme PM	TaskFlow	PlanBoard
Type	Direct	Direct	Indirect
Founded	2018	2020	2016
Funding / Revenue	$45M Series B	$12M Series A	~$30M ARR (bootstrapped)
Headcount	~250	~80	~200
Target market	Mid-market SaaS teams	Startups and SMBs	Agencies and creative teams
Core value prop	All-in-one project and resource management	Simple, fast task tracking	Visual project planning for creative workflows
Key differentiator	Built-in time tracking and resource allocation	Speed and simplicity	Template library and client-facing views

Feature Comparison (Example)

Feature	Our Product	Acme PM	TaskFlow	PlanBoard
Kanban boards	Strong	Strong	Strong	Strong
Gantt charts	Adequate	Strong	None	Strong
Time tracking	None	Strong	Weak	Adequate
Custom fields	Strong	Strong	Adequate	Weak
Reporting dashboards	Strong	Adequate	Weak	Adequate
API / Integrations	Strong	Adequate	Strong	Weak
Mobile app	Weak	Adequate	Strong	Adequate
Client portal	None	None	None	Strong

Key gap: We lack time tracking, which is a strong selling point for Acme PM in the mid-market. We should evaluate whether to build or integrate.

Key advantage: Our API and custom fields are significantly stronger. This matters for teams with complex workflows and existing tool ecosystems.

Tips for Getting the Most Out of This Template

Talk to your sales team first. Before researching competitors online, interview 3-5 sales reps. Ask: "Which competitors do you see most often? What do prospects say about them? Why do we win? Why do we lose?" This grounds your analysis in reality, not marketing copy.

Use review sites for unfiltered signal. G2 and Capterra reviews written by real users reveal pain points that competitor marketing will never mention. Filter for negative reviews to find recurring weaknesses.

Update quarterly, not annually. A competitive analysis that is a year old is worse than no analysis at all because it creates false confidence. Set a quarterly calendar reminder to refresh key sections.

Share broadly but protect sensitive data. Your product, design, and sales teams all benefit from competitive intelligence. Create a version suitable for wide distribution and keep sensitive win/loss data in a restricted section.

Focus on trends, not snapshots. A single data point about a competitor is noise. Track their moves over time: feature launches, pricing changes, messaging shifts, key hires. Patterns reveal strategy.

Do not copy competitors. The purpose of competitive analysis is to inform differentiation, not imitation. If your roadmap becomes a list of competitor features to replicate, you have lost the strategic plot.

Include "non-consumption" as a competitor. Often your biggest competitor is not another product -- it is spreadsheets, email, or doing nothing. Understand why prospects choose the status quo.

Key Takeaways

Competitive analysis is a strategic input, not a one-time project -- refresh it quarterly

Analyze 4-6 competitors across six dimensions: overview, features, pricing, SWOT, positioning, and implications

The strategic implications section is the most valuable part -- everything else feeds into it

Ground your analysis in sales team feedback and customer reviews, not just marketing websites

Use competitive insights to differentiate, not to copy

About This Template

Created by: Tim Adair

Last Updated: 2/8/2026

Version: 1.0.0

License: Free for personal and commercial use

Competitive Analysis Template for Product Managers