# Competitive analysis template

Before a pricing change, a launch or a fundraise, you need a clear picture of who you compete with and how you differ. This template walks you through it in two parts: a comparison grid you fill in as a spreadsheet, and a short write-up of what the grid means for your next decision.

## Your competitive set

_Include the competitors buyers compare you with, the alternatives they consider, and what they do if they buy nothing._

- **Direct competitors:** 
- **Other tools buyers consider:** 
- **What buyers do instead of buying any tool:** 

## Positioning

_How each competitor describes itself, in its own words._

- **Who they target:** 
- **Their main promise, quoted from their homepage:** 
- **The category they place themselves in:** 

## Product

_What each one does well, what they launched recently and where they fall short._

- **Core capabilities:** 
- **Recent launches:** 
- **Known gaps or limits:** 

## Pricing

_Public prices with the date you checked. If a competitor only offers quotes, say so._

- **Plans and prices, with date checked:** 
- **Pricing model:** 
- **Free plan or trial:** 

## Go-to-market

_How each competitor wins customers._

- **How customers start: self-serve, demo or sales-led:** 
- **Channels they invest in: content, ads, partners:** 
- **Integrations they promote:** 

## Signals of direction

_Clues about where each competitor is heading next._

- **Recent funding or senior hires:** 
- **Job posts that hint at new products:** 
- **Messaging changes in the last quarter:** 

## What it means for us

_The part that makes the analysis worth doing. Keep it to a few sentences each._

- **Where we are clearly stronger:** 
- **Where we are behind, and whether our buyers care:** 
- **The one decision this analysis changes:** 

Template from SpyGlow: https://www.spyglow.com/templates/competitive-analysis