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Templates · Business & strategy

Free Competitor Analysis Template (Google Sheets, Excel, PDF)

A competitor analysis template helps you compare competitors side by side, on product, pricing, audience, strengths, weaknesses and positioning, so you can find gaps and sharpen your own strategy.

Written byProject management editorial team
  • Published
  • Google Sheets · Excel · PDF
competitor analysis template

Free download · no sign-up

Get the competitor analysis template

Pick your level and format: Google Sheets, Excel or a print-ready PDF. Spreadsheets include dropdowns, formulas and sample rows you can overwrite.

Beginner

Essential columns only, one tab. Quick to fill in.

1 tab · 5 columns

GSheetsXExcelPPDF
AdvancedMost popular

The full template with every tab, dropdowns and formulas.

2 tabs · 5 columns

GSheetsXExcelPPDF
Expert

Adds instructions and revision history.

2 data tabs + instructions and revision history

GSheetsXExcelPPDF

Competitor Analysis Template preview

Comparison
FactorYour companyCompetitor ACompetitor BCompetitor C
Target customers
Core offer
Pricing
Key strengths
Key weaknesses
Positioning / message

Sample rows are examples: replace them with your own.

What's included

  • Side-by-side comparison grid
  • Weighted scoring model with automatic scores
  • Comparison: Factor, Your company, Competitor A, Competitor B, Competitor C
  • Scoring: Criterion, Weight (%), Your company (1-5), Competitor A (1-5), Competitor B (1-5), Competitor C (1-5)

How to use the competitor analysis template

  1. Choose three to five direct and indirect competitors.
  2. Research each one and fill in the Comparison tab.
  3. Set weights for what customers value most on the Scoring tab.
  4. Score each company from 1 to 5; weighted scores calculate automatically.
  5. Summarise gaps and opportunities and act on them.

Tips for getting the most from it

  • Use customer reviews, pricing pages and sales calls as sources.
  • Include indirect competitors and substitutes.
  • Be honest about your own weaknesses.
  • Refresh the analysis every six months.

Learn more

Frequently asked questions

What is a competitor analysis template?

A competitor analysis template is a structured grid for comparing competitors' products, pricing, audiences, strengths and weaknesses.

Is this competitor analysis template free?

Yes. The competitor analysis template is free in Google Sheets, Excel and PDF.

What should a competitor analysis template include?

Target customers, offer, pricing, strengths, weaknesses, positioning, channels, market share and recent moves.

How many competitors should I include in the competitor analysis template?

Three to five main competitors is usually enough.

How does the scoring in the competitor analysis template work?

Each criterion has a weight; scores of 1 to 5 are multiplied by the weights to give a weighted score.

Where do I find data for the competitor analysis template?

Websites, pricing pages, reviews, analyst reports, social media and conversations with customers.

Can I use the competitor analysis template for a business plan?

Yes. Summarise it in the competition section of your business plan.

Is a SWOT the same as a competitor analysis template?

No. SWOT looks at your own strengths, weaknesses, opportunities and threats; a competitor analysis compares rivals.

How often should I update the competitor analysis template?

Every six months, or when a competitor makes a major move.

Can I use the competitor analysis template for competitive intelligence?

Yes. Add a 'Recent moves' log to track competitive intelligence over time.

What is the difference between the beginner, advanced and expert competitor analysis template?

The beginner competitor analysis template keeps only the essential columns on one tab; the advanced version is the full template with every tab, dropdown and formula; the expert version adds instructions and revision history.