Free competitor analysis template

Download the template

What's inside

The template is one sheet: 13 rows, one per dimension, and five columns — the dimension itself, your company, and three competitor slots labeled Competitor A, B, and C. Rename the column headers to real company names once you download it; the preview below keeps them generic and fills in a couple of cells as examples of what an entry looks like.

How to fill it in

Thirteen rows can feel like a lot to face at once. Grouped by what they're actually asking, it's five smaller jobs.

Positioning & customer

Pull the one-line pitch straight from a competitor's homepage hero and About page — it's usually stated almost verbatim, and if it isn't obvious after thirty seconds on the site, that's worth noting too. The target customer is harder to state outright, so look for signals instead: case studies and logos on the site, the company sizes named in pricing tiers, and the category and segment filters review sites like G2 use to group them with peers. A good entry is specific enough that you couldn't paste it under a different competitor's name without it reading wrong.

Pricing & packaging

Start with the pricing page itself, then cross-check against the pricing tab most review sites publish, since list price and what customers actually report paying don't always match. If the site says "contact us" instead of a number, record that as the finding — it usually signals a sales-assisted or enterprise-only motion rather than missing data. Packaging is about what's gated where: which features sit behind the entry tier versus the top one, and whether a middle tier exists to capture the buyers who'd churn off the cheapest plan.

Product

Changelogs and documentation describe what actually shipped more precisely than a marketing page does, so use those for key features when they're public. Strengths and weaknesses are best sourced from G2, Capterra, or Trustpilot's pros-and-cons summaries rather than invented from a demo — a weakness worth recording is one that shows up more than once, not a single frustrated review. Write it the way a skeptical buyer evaluating the competitor would, not the way the competitor's own marketing would frame it.

Momentum & perception

For recent moves, check the company blog, press or news page, and job postings for a cluster of hires in one function — any of these can signal a shift before it's officially announced. For review sentiment, sort by most recent on each review site rather than by "most helpful," since the top-voted review can be a year old and no longer representative of what the product is today. Note the date range each entry covers so a reader knows how current it is.

Go-to-market & response

Sales motion is usually visible just from what the site pushes you toward — a self-serve signup button versus a "book a demo" form tells you most of what you need. The last two rows, biggest threat and our counter, are the ones public sources can't fully answer alone: pull from what sales reps hear in live deals and, where you run them, win/loss interviews after closed deals. A counter that's a specific, provable claim holds up in a sales call; a vague reassurance doesn't, and rewriting it here is cheaper than discovering that mid-deal.

Tips for keeping it honest

• Fill in "You" last. Rating your own company first, before you've looked closely at anyone else, tends to produce a flattering column that the rest of the sheet then gets measured against. Filling in the three competitor columns first and your own last is a small habit that removes a lot of the halo.
• Date-stamp every claim. "Their entry price is $49/month" is only useful if you also note when you checked — pricing pages change without notice, and a claim with no date attached is one nobody can trust three months later.
• Write weaknesses like a skeptical buyer would. Not like a competitor's marketing team, and not like your own sales team either — both have a reason to exaggerate in opposite directions.
• Review it quarterly at minimum. A spreadsheet filled in once for a launch or a planning cycle is a snapshot, not a living document — treat the fill-in date as an expiration date, not a permanent record.

For the full process this template is built from — picking which competitors to track, sourcing each dimension, and turning the finished sheet into battlecards and roadmap input — see our guide on how to do a competitor analysis. And if you're unsure where the line sits between public research and something you shouldn't do to get an answer, what competitive intelligence is covers that in more depth.

When a spreadsheet stops being enough

Every row in this template starts decaying the moment you finish typing it. A competitor edits a pricing page, a new review comes in, a job posting goes up for a role that hints at what's next — none of it waits for your quarterly review. The template captures a moment; the moment it describes keeps moving.

Canopy exists for the point where a spreadsheet stops keeping up: it monitors competitor websites and pricing, reviews across G2, Capterra, Trustpilot, and Product Hunt, job postings across eight ATS platforms, news, tech-stack changes, and social activity across six platforms with sentiment, checking every six hours. Changes roll into AI-generated daily, weekly, and monthly briefings, AI battlecards and SWOT summaries, direct Q&A through Ask Canopy, and win/loss tracking — so the thirteen rows above stay current on their own instead of depending on someone remembering to open the file again. See how the monitoring works, or how it feeds straight into sales battlecards.

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