Business & Strategy
Competitor Analysis Matrix (Comparison & Positioning)
Open this template with marketing and sales before you scope a new feature or refresh the sales deck. The whiteboard holds a frame for choosing rivals and criteria, a comparison table of you, Rival A and Rival B across price, features and customer base, a positioning map of price against feature breadth, a mind map of differentiation candidates, and a frame with the update rules. The task board carries four parent tasks with three children each: choose competitors, gather source data, fill the table, and decide how to win.
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Use it when everyone talks about competitors but nobody agrees on their pricing or features, and the comparison table never gets updated. It fits a planner searching for how to do a competitive analysis or a comparison table template, and a salesperson rebuilding a pitch deck. Even someone handed competitor research for the first time can see exactly what to look up.
Start by writing your target rivals and criteria in Who we compare against and What we compare on, and skim Common mistakes before you research. Fill Comparison table (worked example) row by row, keeping price, features and customer base at the same detail level. Then place all three companies in Positioning (place all three players), and widen your angles in Map the differentiation candidates. Close by leaving the next review date and owner in What we decide next. The board runs To Do, Research, Analysis, and Shared, moving each finished item right.
Aim to finish Gather source data in week one; it's realistic to fill most of the table from public information alone. Capping a task at a number, like Read 10 reviews, keeps research from dragging on. A month later, meet on the date set in Set a refresh date and check whether pricing or features have changed, so the table doesn't go stale.
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