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Competitor Analysis Template

A structured spreadsheet for tracking your top 3 competitors across pricing, features, messaging, and market signals — updated weekly by your team.

Format: Spreadsheet (print or digital)
Competitors: Up to 3
Update cadence: Weekly
Time to fill: 20–30 min / week
How to use this template: Fill in your competitors' names in the headers. For each section, complete one row per week. Dashed cells are prompts — use them to guide your research. After 4–6 weeks, patterns emerge that reveal where your competitors are headed.
1Competitor Overview
Basic facts for each competitor. Fill once, update quarterly.
Field Competitor 1 Competitor 2 Competitor 3
Company Name
Your main competitor
Second competitor
Third competitor
Website
https://
https://
https://
Founded / Stage
Funding Raised
Headcount Estimate
Target Customer (ICP)
Core Use Case
2Feature Comparison
Rate each competitor's features. Update monthly. Use the rating key below.
Rating key:  ●●●●● = Leading  |  ●●●○○ = On par  |  ●●○○○ = Lagging  |  ●○○○○ = No presence
Feature
Competitor 1
Competitor 2
Competitor 3
Core product functionality
Integrations & ecosystem
Pricing model / flexibility
Onboarding & ease of use
Reporting & analytics
Mobile / UX
Support quality
API / developer access
Security & compliance
AI / automation features
Fill with: ●●●●○ for rating. Leave blank if unknown.
3Pricing Tracker
What are they charging? Check monthly — pricing moves reveal market positioning shifts.
Pricing Element Competitor 1 Competitor 2 Competitor 3
Entry-level price
$/mo per seat or flat
Mid-tier price
Enterprise price
Free tier / trial
Yes / No / Length
Annual discount
% off
Pricing model type
Per-seat / flat / usage-based
Last price change
Date + direction
Notable promotions
4Messaging & Positioning Tracker
What story is each competitor telling? Check their homepage, ads, and G2 quarterly.
Signal Competitor 1 Competitor 2 Competitor 3
Primary tagline / hero copy
Core value proposition
Target customer segment (stated)
Main differentiator (their claim)
Pricing framing ("save 40%", "pay per use")
Social proof type (logos, reviews, case studies)
Messaging shift observed?
Yes / No — describe if yes
5Weekly Signal Log
Log notable events each week. After 6 weeks, you have a timeline that reveals patterns.
Date Competitor Signal Type Description Implication
YYYY-MM-DD
C1/C2/C3
Pricing / Feature / Hiring / Messaging / Review
What does this mean for us?
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
YYYY-MM-DD
6Quarterly Competitive Summary
Complete this section every 12 weeks to build a strategic picture.

Biggest threat (this quarter)

Biggest opportunity (this quarter)

Key strategic moves to consider

What changed vs. last quarter

Tracking this manually? There's a faster way.

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Built with PulseRival · Free competitor analysis template