Competitor Analysis
This guide covers how founders can analyse competitors in 2026: a seven-step process, a one-screen template, how to find every alternative buyers consider, how to analyse competitor pricing, SEO and ads, how to monitor changes, and how to turn it all into battlecards sales will use.
What should founders know about competitor analysis?
Good competitor analysis is short, sourced and tied to a decision. It looks at what buyers consider, not only at the companies you worry about. Start with how to do a competitor analysis and the competitor analysis template.
| Us | RouteCo | |
|---|---|---|
| Built for | Mid-size | Enterprise |
| Pricing | Per truck | Contract |
| We win | Peak pain | Rarely |
| Field | Change |
|---|---|
| Page | Pricing |
| What | Starter removed |
| Action | Update card |
| Section | Line |
|---|---|
| Their claim | One platform |
| Our answer | Live in a week |
| Ask | Setup time? |
To keep it current without manual checks, see competitor monitoring tools, including Toarn. For turning findings into your message, see competitor positioning analysis; for investors, the competition slide.
Where should you start?
Set the decision, find competitors, compare them, dig into pricing, search and ads, then monitor and arm sales. Each card opens the page for that step.
Seven steps.
Avoids: busyworkSee the pageAsk buyers.
Finds: the status quoSee the pageSeven rows.
Keeps: it shortSee the pageModel, not sticker.
Shows: their buyerSee the pageBuyer questions.
Wins: trafficSee the pageFree libraries.
Shows: messagesSee the pageAlerts, weekly review.
Keeps: it currentSee the pageOne page each.
Wins: dealsSee the pageResearch
The process, a template, and how to find every competitor your buyers consider.
Analyze by area
Pricing, search and ads: where competitors show their strategy in public.
Monitor and use it
Keep the research current and put it in the hands of sales.
Study competitors to find gaps, not to copy.
The goal is a clear reason buyers should pick you. Copying a competitor only makes the choice harder for them.
Frequently asked questions
How do you do a competitor analysis?
Set the decision, list competitors buyers consider, pick three to five, collect public evidence, compare, find gaps and decide.
What should a competitor analysis template include?
Who each competitor is built for, claims, proof, pricing, buyer praise and complaints, and when you win.
How can I see competitors’ ads for free?
Use the Meta Ad Library, Google Ads Transparency Center and LinkedIn Ad Library.
How do I monitor competitors automatically?
Use a page change monitoring tool such as Toarn, plus ad libraries and SEO tools, and review alerts weekly.
What is a competitive battlecard?
A one-page sales guide for a competitor: win and lose conditions, answers to their claims and proof.
How often should I update competitor analysis?
Review monitoring alerts weekly and refresh the full analysis quarterly.
Sources & further reading
Tools and ad libraries change. These sources let you check the dated facts directly. Tables shown are mock-ups for fictional companies.