10 Competitive Analysis Templates - HubSpot - 1

Jump to a Competitive Analysis Template
1. Two-Feature Competitive Landscape Chart
2. You vs. Competitor Side-By-Side
10 Competitive 3. Competitor Strategic Overview
Analysis Templates 4. Content Marketing Analysis Template
5. Competitor Battle Card
6. Multiple Competitor Feature Comparison
7. Multiple Competitors Scoring Card

Learn More About Competitive Strategy from HubSpot Academy
Take this free course to help you build a robust competitive positioning strategy. 8. SWOT Analysis Template
9. Categorical Feature Comparison Template

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10. Review Tracker

Feature #1 Also Available via Google Slides
Instructions
1) Select two factors that are important to

your business and your market, such as "price
and product features," or "customization and
growth potential."
2) Delete the letters on the graph, which

Feature #2
serve as logo placeholders to demonstrate

what the final graph might look like.
3) Add in logos for your company and your

competitors and place them on the graph
according to how high or low they are on the
graph for these criteria. For example, in the
examples we placed, Company A would be
high in Feature #1 and Feature #2, whereas
Company E is low in both features.
[Your Company] vs. Competitor Also Available via Google Slides
A Side-By-Side Comparison
Your Company Name Competitor Company Name
Feature Name: Does the company [meet the criteria]?
Yes/No Yes/No
Explain why your company meets or does not meet the criteria. Explain why your competitor meets or does not meet the criteria.
Yes/No Yes/No
Yes/No Yes/No
Yes/No Yes/No
Yes/No Yes/No
Yes/No Yes/No
Yes/No Yes/No
Summary
Explain the key benefits of your product over a competitor's. Explain why your competitor's strengths do not outweigh what you're able to offer.
[Your Company Name] Competitive Strategic Overview
Competitor Number of Product Marketing Strategy Sales Strategy Support Strategy Our Response Strategy
Location
Name Employees Overview Overview Overview Overview (and How We Win)
Biglytics boasts a big social Also Available via Google Slides
Biglytics provides a data Biglytics has approximately Biglytics offers customer Our product has five tiers,
following and invests heavily
analytics solution for B2B 20 sales reps and 10 BDRs support, but at an additional allowing for more customization.
Example: Biglytics Boston, MA 200 in paid ads, but lacks a
companies. The product is and currently only sells to U. fee. The support is also only Support is also included in
strong blog presence or
available in three tiers. S. companies. available M-F, 9-5 EST. monthly fees.
event strategy.
Content Marketing Competitive Analysis
Social Media Followers Facebook Instagram Twitter YouTube LinkedIn Total Following
Your Company 5,000 200 3,000 600 8,000 16,800
Competitor A 2,500 400 5,000 200 6,000 14,100
Competitor B 9,000 800 1,000 900 8,000 19,700
Competitor C 200 1,000 1,000 800 4,000 7,000
Competitor D 6,000 2,000 2,000 100 1,000 11,100
Blog/Content Strategy Link to Blog Link to Resource Library Publishing Cadence

Your Company
Competitor A
Competitor B
Competitor C
Competitor D
SEO Strategy Domain Authority Alexa Traffic Rank SimilarWeb Ranking Number of Ranking Keywords
Your Company
Competitor A
Competitor B
Competitor C
Competitor D
Email Strategy Link to Newletter Subscribe Homepage Link to Newsletter Design Audience Size (If Known)
Your Company
Competitor A
Competitor B
Competitor C
Competitor D
Company and Solution Overview: Competitor Updates / In the News:
Competitor Name [Insert a couple of sentences summarizing the competitor and/or the solutions they [Cover any high-level talking points about the competitor that salespeople should be Also Available via Google Slides
provide, specifically pertaining to direct competition with you.] able to reference, such as product updates, corporate advancement/hinderances, or
major news mentions.]
Fast Facts Competitor Strengths: How We Win:
[Outline a list of features or benefits your competitor offers that is a strength to them.] [Outline the response for when one of these competitors is brought up during a sale.]
Location:
Number of Employees:
- Strength #1 - Response to Competitor Strength #1
Year Founded:
Annual Revenue:
Number of Customers: - Strength #4 - Response to Competitor Strength #4
Key Product(s):
-
-
- Competitor Weaknesses: Relevant Case Studies and/or Customer References:
-
[Outline a list of competitor weaknesses prospects should know about.] [List and link all case studies or customer references that would help win the sale
against this competitor.]
Pricing Model:
- Weakness #1
-
- Weakness #2 - Reference / Case Study #1
-
-
Last Updated: [Insert Last Updated Date]

Competitor Feature Comparison Card Your Company Competitor A Competitor B Competitor C Competitor D
Instructions
Describe this attribute and/or its
Attribute #1 importance. ✓
Attribute #2 importance. ✓ 1) List out your company and main
Describe this attribute and/or its competitors in the top row.
Attribute #3 importance. X
2) List out the key product attributes you
Attribute #4 importance. X want to note in Column A.
Describe this attribute and/or its 3) Explain what the attribute is and why
Attribute #5 importance. ✓ each attribute is important to your
Describe this attribute and/or its business and/or industry in Column B.
Describe this attribute and/or its 4) Put a check mark if the company meets
Attribute #7 importance. X or has the criteria listed in Columns A/B or
an X if it does not.
Attribute #8 importance. ✓
Copy this cell for when you or a

competitor does meet the criteria >> ✓
Copy this cell for when you or a
competitor does not meet the criteria >> X
Your Company Competitor A Competitor B Competitor C Competitor D
Competitor Scoring Card (Rank performance (Rank performance (Rank performance (Rank performance (Rank performance
on a scale of 1-5) on a scale of 1-5) on a scale of 1-5) on a scale of 1-5) on a scale of 1-5) Instructions
Describe this attribute and/or its 5
Attribute #1 importance.
1) List out your company and main
Describe this attribute and/or its 3 competitors in the top row.
Describe this attribute and/or its 2 2) List out the key product attributes you
Attribute #4 importance. want to note in Column A.
Attribute #5 importance. 3) Explain what the attribute is and why
each attribute is important to your
3 business and/or industry in Column B.
Attribute #7 4) Rank the performance of each company
importance.
with specific regard to these key attributes
Describe this attribute and/or its 4 on a scale of 1-5.
Total 33 0 0 0 0
SWOT Analysis: [Company Name]
Strengths Weaknesses Also Available via Google Slides
[Explain the key strengths of the organization. These strengths are internal attributes where the [Outline where the company might fail or struggle internally. Examples might include a poor pricing model
organization stands above competitors, such as intellectual property, its workforce, etc.] or unclear leadership.]
Opportunities Threats
[List the external opportunities the company could benefit from, such as a growing demand for its [Provide an overview of the threats this organization faces. One example might be a new tax on the
product/services.] products/services the business provides.]
Competitor Categorical Feature Comparison
Your Company Competitor A Competitor B Competitor C Competitor D Competitor/Product/Feature Notes
Product Category 1
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Product Category 2
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Product Category 2
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Product Category 3
Product/Feature 1
Product/Feature 2
Product/Feature 3
Product/Feature 4
Total 0 0 0 0 0
Overall Total 0 0 0 0 0
Competitor Review Tracker
Original Reviews
Enter the review scores as they display on the review site – the next section is for normalizing data into one consistent metric.
Your Company Competitor A Competitor B Competitor C Competitor D Notes or quotes from the review site.
Review Site #1
Review Site #2
Review Site #3 2
Review Site #4
Review Site #5
Review Site #6
Review Site #7
Review Site #8
Review Site #9
Aggregate Reviews
Normalize the averages above to a scale of 1-10 (For example, a B average might be an 8 out of 10, and a 96.8 out of 100 would be 9.86 out of 10).
Your Company Competitor A Competitor B Competitor C Competitor D Notes or quotes from the review site.
Review Site #1
Review Site #2
Review Site #3
Review Site #4
Review Site #5
Review Site #6
Review Site #7
Review Site #8
Review Site #9
Average #DIV/0! #DIV/0! #DIV/0! #DIV/0! #DIV/0!

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Jump to a Competitive Analysis Template

1. Two-Feature Competitive Landscape Chart

2. You vs. Competitor Side-By-Side

10 Competitive 3. Competitor Strategic Overview

Analysis Templates 4. Content Marketing Analysis Template

5. Competitor Battle Card

6. Multiple Competitor Feature Comparison

7. Multiple Competitors Scoring Card

9. Categorical Feature Comparison Template

10. Review Tracker

1) Select two factors that are important to

2) Delete the letters on the graph, which

serve as logo placeholders to demonstrate

3) Add in logos for your company and your

Blog/Content Strategy Link to Blog Link to Resource Library Publishing Cadence

Fast Facts Competitor Strengths: How We Win:

Last Updated: [Insert Last Updated Date]

Copy this cell for when you or a

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