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Competitive
analysis template
BY ATLASSIAN

Discover how you can stand out

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You’re going head-to-head

with your competition to win
the loyalty of the exact same
customer base. This template
can help you come out on top
by walking you through a
detailed analysis of what your
competition has to offer, from
pricing and messaging to how
many followers they have on
Instagram. By completing this
competitive analysis, you’ll
get a clear idea of how you
can differentiate your
company and rise above the
crowd. How’s that for a one-
two punch?!

How to use the competitive

analysis template

Step 1. Complete your

competitor profile

In the top table of the

template, write in the
competitor's name as well as
the date the analysis was
completed and who did it (so
everybody knows who to
approach with questions). In
this same table, you’ll also
rate at what tier this
competitor weighs in: tier one
for major competitors, tier
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two for moderate

competitors, and tier three for Get it free
minor competitors. 

Underneath that, fill in a brief

competitor profile. Here’s
where you’ll cover the nuts
and bolts information about
that opposing company, such
as their mission, key
objectives, company size, and
revenue.

Step 2. Discover your

competitive advantage

The goal of the competitive

analysis isn’t just to
understand your competitor.
It’s to figure out the ways in
which you’re better than them
so you can showcase those
benefits. In the Competitive
advantage section of the
template, put on your critical
thinking cap and identify your
competitive edge. Do you
have more advanced
features? A longer history of
proven success? Testimonials
from trusted authorities in
your industry? Whatever it is
that makes you special, jot it
down in this space.

Step 3. Compare your

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target markets and

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market share

You already know that you

and your competitors are
going after the same win, but
in this section, you’re going to
see just how closely your
target markets align. Fill in
the chart to identify the target
market, specific verticals, and
market share for your
competitor. Then do the same
for your own company to see
where you overlap and where
you differ. There’s also a
section for additional
commentary so that you have
space to record your insights
and observations as you go
through this exercise.

Step 4. Compare your

product offerings

It’s time to turn your attention

to the star of the show: your
product offering. Use this
section to compare your
product to your competitors’
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by jotting down your product

overview, positioning, and Get it free
pricing and then doing the
same for that opposing
company. The bottom of the
table has space for you to
compare specific core
features. This helps you to
highlight what makes your
product different, so you can
emphasize that value in your
marketing and leave your
competitors in the dust.

Step 5. Dig into your

marketing strategies

When you’re trying to get the

word out about your product
(and drown out your
competitors), you need to be
strategic about the marketing
channels you’re using. This is
the largest table in the
template, and it gives you
ample space to compare
what your competitor is doing
in those channels with your
own strategies. Include as
many details for each channel
as possible, from the number
of their Twitter followers to
the words they use to
describe themselves. Take
your time here, and you’ll be
sure to uncover some clever
ways to make your marketing
stand out.

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Step 6. Conduct a SWOT

analysis

Wrap up your competitive

analysis with some self-
reflection. The final table is a
SWOT analysis where you’ll
get honest about your
company or product’s
strengths (you have an
established customer base),
weaknesses (you’re more
expensive than your
competitors), opportunities
(there’s an entire customer
vertical that you haven’t
tapped into yet), and threats
(your competitor is rolling out
new features). Identifying
risks and areas where you’re
falling short can be sort of
brutal, but it’s valuable
information to have as you
figure out how you’ll rise to
the top of the heap when the
competition is stiff.

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