A competitive intelligence report template that ends in decisions.
A report that lists everything competitors did gets skimmed and forgotten. This template keeps a monthly or quarterly report short: the few changes that matter, what they mean for your plans, and who will do what about them.
What goes in each section.
- 01
Summary
Three to five sentences a busy founder can read in a minute.
- The most important change this period
- What we recommend
- Decisions we need
- 02
Key competitor moves
Only the changes that affect your plans. Link each one to the page or article it came from.
Date Competitor What changed Evidence Why it matters to us - 03
Pricing and packaging
Price changes, new plans or limits, and anything that changes how buyers compare you.
- What changed
- How it compares with our pricing
- 04
Product and launches
New features or products, and whether they close a gap you relied on.
- What launched
- Does it affect a deal we are in?
- 05
Messaging and positioning
Changes to headlines, target customers or claims on their main pages.
- Old message and new message
- Who they now seem to target
- 06
Market signals
Funding, senior hires, partnerships and press that hint at what comes next.
- Signal
- What it could mean
- 07
Impact on our plans
Connect the moves to your roadmap, pricing, sales and content.
- Roadmap
- Pricing
- Sales
- Content
- 08
Actions
Each action has one owner and a date. Review last period's actions first.
Action Owner Due date Status - 09
Sources and method
Which competitors and pages you followed, and the period the report covers.
- Period covered
- Competitors and pages followed
- Sources
Questions, answered.
What teams ask about the competitive intelligence report template.