Competitor Analysis Template for Startups
A good competitor analysis template fits on one screen. It compares who each option is for, what it claims, how it proves it, how it prices and why buyers choose it. Copy the rows below into a spreadsheet and fill one column per competitor.
What should a competitor analysis template include?
Seven rows: who it is built for, the main claim, proof shown, pricing model, what buyers praise, what buyers complain about, and when you win. Add a column for the status quo. Follow the steps in how to do a competitor analysis to fill it.
| Northwind (us) | RouteCo | FleetSuite | Spreadsheets | |
|---|---|---|---|---|
| Built for | Mid-size 3PLs | Enterprise carriers | Small fleets | Anyone |
| Main claim | Peak plans in an afternoon | End-to-end TMS | Cheapest routing | Free and flexible |
| Proof shown | 3 case studies | Logos only | Reviews | None |
| Pricing model | Per truck | Annual contract | Per user | Free |
| Buyers praise | Speed | Breadth | Price | Control |
| Buyers complain | Few integrations | Long setup | Support | Errors, time |
| We win when | Peak season pain | Rarely | They outgrow it | Volume grows |
Where does each row come from?
| Row | Where to find it |
|---|---|
| Built for | Homepage, case studies, customer logos |
| Main claim | Homepage headline and ads; see competitor ads |
| Proof shown | Case studies, numbers, reviews, security pages |
| Pricing model | Pricing page; see competitor pricing |
| Praise and complaints | Review sites, forums, Reddit, sales calls |
| We win when | Your closed-won and closed-lost notes |
Should you score competitors?
A simple 1 to 5 score on the four or five things your buyers care about most helps compare quickly. Score from the buyer’s view, using reviews and calls, not your own opinion. Keep notes on why each score was given.
| Buyer need | Northwind | RouteCo | FleetSuite |
|---|---|---|---|
| Fast setup | 5 | 2 | 4 |
| Handles peak volume | 5 | 4 | 2 |
| Integrations | 2 | 5 | 3 |
| Support | 4 | 3 | 2 |
Spreadsheet, doc or slide?
A spreadsheet for the working table, because it is easy to update. A one-page summary for the team with three findings and the decisions they led to. A battlecard per competitor for sales. Investors want a different view, covered in the competition slide.
If it doesn’t fit on one screen, it won’t be used.
A short table people read beats a long report nobody opens.
How do you keep it useful?
- Limit it to seven rows and five competitors.
- Date every cell you update.
- Link to evidence: a review, a page, a call note.
- Review it monthly or when a monitoring alert fires.
- Archive competitors buyers stop mentioning.
Frequently asked questions
What is a competitor analysis template?
A table comparing competitors on the same rows: who they serve, claims, proof, pricing, praise, complaints and when you win.
What rows should a competitor analysis include?
Built for, main claim, proof, pricing model, buyer praise, buyer complaints and when you win.
Should I include doing nothing as a competitor?
Yes. Add a column for spreadsheets, agencies or the status quo.
Should I score competitors?
A 1 to 5 score on key buyer needs helps, if it comes from reviews and calls.
Is a spreadsheet or a slide better?
Use a spreadsheet to work and a one-page summary to share.
How often should I update the template?
Monthly, or whenever a competitor makes a visible change.