how to make a competitor analysis presentation

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Blog Marketing How to Create a Competitor Analysis Report (with Examples)

How to Create a Competitor Analysis Report (with Examples)

Written by: Midori Nediger Nov 09, 2023

Your business will always have competition.

And if you don’t know what that competition is up to, you could be missing out on huge opportunities.

That’s why a competitive analysis is so crucial to your success as a business. It gives you the tools to quickly adapt to any changes in the competitive landscape and potentially capitalize on industry trends that your competitors haven’t even noticed.

So let’s get some basics out of the way…

What is a competitive analysis report?

A competitive analysis report outlines the strengths and weaknesses of your competitors compared to those of your own business.

Typically, a competitive analysis report will contain:

• A description of your business’s target market
• Details about the features of your product compared to your competitors’ products
• A breakdown of current and projected market share, sales, and revenues
• Comparisons of pricing models
• An analysis of marketing strategy and social media strategy
• A description of customer ratings of the features of each competitor

Whether you’re a startup trying to break into the marketplace , a consultant trying to get results for your client, or an established company looking to cement your foothold against the competition, a well-researched competitive analysis gives you the tools you need to make strategic decisions.

Your competitive analysis should inform your marketing plan , your business plan , your consultant report and every part of your high-level business strategy.

But how do you actually create a competitive analysis report?

How to make competitor analysis report :

• Start with a competitor overview
• Conduct market research to uncover customer personas and industry trends
• Compare product features in a feature comparison matrix
• Summarize your strengths and weaknesses with a SWOT analysis
• Show where you fit in the competitive landscape
• Use a competitor analysis template for a professional look and feel

The level of detail you include in each section of your competitive analysis report will vary depending on the stage of your business growth and your goals. For example, a startup might create a report that focuses on market research, while an established business might dive into detail on an emerging competitor.

But let’s talk about the parts of a competitive analysis that every report should include.

1. Start with a competitor overview

A strong report shows exactly what a company must out-compete to be successful.

Meaning you must audit any product or service that currently solves the problem your business is trying to solve for customers and write a quick profile for each competitor.

Like the template below, each competitor profile might include:

• The company’s revenue and market share
• The company’s size and information about their management team
• A broad description of the company’s strengths and weaknesses
• An overview of how the company is perceived by customers

This overview will help your readers get a big-picture view of the market landscape.

2. Conduct market research to uncover customer personas and industry trends

You can’t create a competitive analysis report without doing extensive market research , which is all about gathering information to understand your customers, identify opportunities to grow, and recognize trends in the industry.

This research can help you put together the customer personas that will guide business and marketing decisions down the line, and allow you to plan for any shifts that might disrupt the marketplace.

You can conduct primary market research, with:

• Customer interviews
• Online surveys or questionnaires
• In-person focus groups
• Purchasing a competitor product to study packaging and delivery experience

Or secondary market research, by:

• Reading company records
• Examining the current economic conditions
• Researching relevant technological developments

When assembling your market research you may just want provide a high-level summary of the industry trends, like this competitor analysis example shows:

Or you may want to dive into detail on the demographics of a particular consumer segment, like this:

But if you’re a consultant or advisor struggling to get buy-in from skeptical stakeholders, the report below would be ideal. Covering everything from market forecasts to consumer profiles, it can help you get clients and decision-makers on board.

3. Compare product features in a feature comparison matrix

The feature comparison is arguably the most important part of the competitive analysis. Breaking down your product and your competitors’ products feature-by-feature will allow you to see what really sets everyone apart.

In addition to specific product features, here are some attributes that you might include in a feature comparison matrix:

• Product quality
• Number of features
• Ease of use
• Customer support
• Brand/style/image

The most common format for a features analysis is a simple matrix with you and your competitors along one side and all of the relevant features along the other. You can check off or rate how you perform in each area:

But these tables can get pretty long. Another approach is to focus on the things that provide the most value to the user, like in this competitor analysis example from Mint. It only includes ease of use, costs, and benefits:

If you want to visualize your comparisons in an engaging way, you could use a comparison infographic . 

Great resources for this section of your competitive analysis report are product rating sites like Capterra and G2Crowd . They’ll give you an unbiased view of your company and your competitors.

And as with any market research, it’s critical that you speak with real people who use your product and your competitors’ products. That’s the only way to get an accurate picture of how your target customers rate the competition .

4. Summarize your strengths and weaknesses in a SWOT analysis

When you’re conducting research for your competitive analysis, it’s going to be messy. You’ll have a lot of data and it’ll be hard for an outsider to understand.

That’s what makes the SWOT analysis so essential.

A SWOT analysis is a framework for evaluating your competitive position by listing your key strengths, weaknesses, opportunities, and threats.

It can act like a short summary of the rest of your competitive analysis report for anyone who doesn’t have time to dig into the details.

Click the template above to enter our online SWOT analysis maker tool. Customize the template to your liking–no design no-how required.

Here are some questions to kickstart your SWOT analysis:

• Strengths: What are we doing really well (in terms of marketing, products, sales, branding, technology, etc.)?
• Weaknesses: What are we struggling with? What’s holding us back?
• Opportunities: What’s the weakest area for our biggest competitor? Are there any gaps in the market that aren’t current being addressed? What has recently changed in our business or the market?
• Threats: What is our biggest competitor doing much better than us? What new products/features are they working on? What problems aren’t we currently addressing?

In your report, you could arrange your SWOT analysis in a simple list, but it can be helpful to use color-coded quadrants, like the competitor analysis example below. Note how each quadrant is paired with an icon:

5. Show where you fit in the competitive landscape

After summarizing your strengths, weaknesses, opportunities, and threats, it’s time to look at the bigger picture. It’s time to figure out where every major competitor currently fits into the competitive landscape.

The most popular way of doing this is to identify the two dimensions that are most important for being competitive in your industry and plot them on a matrix, like this one from the Boston Consulting Group:

And this one from G2 Crowd (which looks at market presence and customer satisfaction):

You may want to focus on where you fit in the market landscape based on your own biggest strengths and weaknesses, or the biggest threats and opportunities you identified in the SWOT analysis.

Or, it may be enough just to summarize in words the features and benefits that set your apart from your competitors (which is a great way to end your report on a high note).

Competitor analysis examples for strategic planning

Let’s delve into some competitor analysis examples that can empower your organization to navigate the market effectively.

1. Competitor analysis example for marketing specialists

Imagine this: You are a Marketing Specialist and your goal is to establish a strong online presence and attract a diverse user base. However, you face stiff competition from established players in the market. Here are some things you should look into when doing your competitor analysis:

Competitor analysis focus:

• SEO strategies: Analyze competitors’ websites to understand their SEO strategies. Identify high-ranking keywords, backlink strategies, and content optimization techniques . Alternatively, if you’re running a local business, you might want to analyze and scrape Google Maps listings to better assess how companies are optimizing Google My Business to generate leads.
• Social media engagement: Examine competitors’ social media presence. Evaluate the type of content that garners engagement, the frequency of posts, and audience interactions.
• Online advertising: Investigate competitors’ online advertising campaigns. Are they leveraging Google Ads, social media ads, or other platforms? Assess the messaging, visuals, and targeting criteria.
• Content marketing: Scrutinize competitors’ content marketing efforts. Identify the topics that resonate with their audience, the formats they use (blogs, videos, infographics), and the platforms they prioritize.

Here’s a SWOT analysis template to help you get started:

2. Competitor analysis example for SME business development managers

Imagine this: As the business development manager for a medium sized start up, you are tasked with expanding the client base. The market is crowded with similar service providers, and differentiation is key. When doing your competitor analysis report, look into:

• Client testimonials and case studies: Explore competitors’ websites for client testimonials and case studies. Identify success stories and areas where clients express satisfaction or dissatisfaction.
• Service offerings: Analyze the range of services offered by competitors. Identify gaps in their offerings or areas where you can provide additional value to clients.
• Pricing models: Investigate competitors’ pricing structures. Are they offering packages, subscription models, or customized solutions? Determine whether there’s room for a more competitive pricing strategy .
• Partnerships and collaborations: Explore potential partnerships or collaborations that competitors have formed. This can provide insights into untapped markets or innovative service delivery methods.

Here’s a competitor analysis comparison chart template that you could use:

3. Competitor analysis example for product managers

Imagine this: You are a Product Manager for a consumer electronics company tasked with improving your company’s products and services. The market is buzzing with innovation, and staying ahead requires a deep understanding of competitor products.

• Feature comparison: Conduct a detailed feature-by-feature comparison of your product with competitors. Identify unique features that set your product apart and areas where you can enhance or differentiate.
• User experience (UX): Evaluate the user experience of competitors’ products. Analyze customer reviews, app ratings, and usability feedback to understand pain points and areas for improvement.
• Technological advancements: Investigate the technological capabilities of competitors. Are they integrating AI, IoT, or other cutting-edge technologies? Assess whether there are emerging technologies you can leverage.
• Product lifecycle management: Examine competitors’ product release cycles. Identify patterns in their product launches and assess whether there are opportunities for strategic timing or gap exploitation.

To help you get started, use this competitive analysis report template to identify the strengths, weaknesses, opportunities and threats of the product or service

How to present a competitor analysis

Presenting a competitor analysis effectively involves organizing and communicating information about your competitors in a clear and concise manner. Here’s a step-by-step guide on how to present a competitor analysis:

• Introduction: Start with a brief introduction to set the stage. Outline the purpose of the competitor analysis and its significance in the current market context.
• Competitor identification: Clearly list and identify the main competitors. Include both direct and indirect competitors. Briefly describe each competitor’s core business and market presence.
• Key metrics and performance: Present key metrics and performance indicators for each competitor. This may include market share, revenue, growth rate, and any other relevant quantitative data.
• SWOT analysis: Conduct a concise SWOT analysis for each competitor. Summarize their strengths, weaknesses, opportunities, and threats. Use a simple visual representation if possible.
• Market positioning: Discuss how each competitor is positioned in the market. This could include their target audience, unique selling propositions, and any specific market niches they occupy. Also, focus on finding keywords , as your competitor’s targeted keywords are the main source of information on their online market performance.
• Strategic moves: Highlight recent strategic moves made by your competitors. This could include product launches, partnerships, mergers, acquisitions, or changes in pricing strategy. Discuss how these moves impact the competitive landscape.
• Recommendations and implications: Based on the analysis, provide recommendations and implications for your company. Identify opportunities to capitalize on competitors’ weaknesses and outline potential threats that need to be addressed. Discuss any adjustments to your own strategy that may be necessary in response to the competitive landscape.

3 tips to improve your competitive analysis report design

How you design your competitive analysis report can have a significant impact on your business success. The right report design can inspire stakeholders to take action based on your findings, while a mediocre design may reflect poorly on your hard work.

Here are a few report design best practices to keep in mind when designing your competitive analysis report:

• Start with a competitive analysis report template
• Keep core design elements like colors and fonts consistent
• Use visuals to summarize important information and keep your audience engaged

1. Start with a competitor analysis template

The quickest way to lose the confidence of your stakeholders is to present a messy, amateur report design. Besides distracting from the content of the report, it might even put your credibility at risk.

Starting with a pre-designed competitor analysis template, like the one below, takes almost all of the design work out of the mix so you can focus on the content (while still impressing your stakeholders).

And if you’re a consultant competing for a project, a pre-designed template may just give you the edge you need to land that client.

Click on any of our templates; you’ll enter our online drag and drop report maker tool. No design know-how required.

2. Keep core design elements like colors and fonts consistent

If you take a look at the competitor analysis template below, you might notice that the designer has switched up the layout from page to page, but many of the other design elements are kept consistent.

That consistency helps the report design feel cohesive while making it easier for readers to quickly skim for key pieces of information.

Here are a few quick guidelines for keeping important design elements consistent:

• Use the same color scheme throughout your report (with one highlight color to draw attention to key takeaways and important numbers)
• Use the same font styles for your headers, subheaders, and body text (with no more than 2-3 font styles per report)
• Use the same style of visuals throughout your report (like flat icons or illustrated icons… but not both)

3. Use visuals to summarize important information and keep your audience engaged

The challenge with a competitive analysis report is that you collect heaps of background research, and you have to condense it into a brief report that your client will actually read.

And written summaries will only get you so far.

Visuals like charts and tables are a much better way to communicate a lot of research quickly and concisely, as seen in the market research summary below.

Even lists can be made more engaging and informative by spacing out list items and giving more emphasis to headers:

The more you can replace descriptive paragraphs and long lists with thoughtful visuals, the more your readers will thank you.

A competitive analysis will allow you to think up effective strategies to battle your competition and establish yourself in your target market.

And a report that communicates the findings of your competitive analysis will ensure stakeholders are on board and in the know.

Now that you know how to design a competitive analysis report, you’re ready to get started:

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How to Perform a Best-in-Class Competitor Analysis (w/ Template)

Get a full competitive analysis framework that's been real-world tested, and learn the tips and tricks for capturing competitor data and conducting research

You will learn

• The value of running a competitor analysis and how to get your stakeholders on board
• Clear and actionable steps for figuring out who your competitors are
• An easy-to-follow playbook for creating a competitor analysis steeped in research and data

Competitor analysis can be hard .

It’s particularly hard (and confusing and incredibly time-consuming) if you’re relatively new in business . Most of the data is ridiculously difficult to get. Even if you manage to dig something up, you always seem to be left with more questions than answers.

How did they manage to get $10M in funding?

Did that absurdly expensive ad campaign pay off?

Did their CEO leave because things aren’t going well at the company?

What does it all mean?

At least that’s what I felt when I was just getting started with competitive analysis. Whether you’re facing a similar struggle or just aren’t sure where to start, I hope this article will help you navigate through every step of the process.

In this article, I will share the competitive analysis framework my team and I have developed (through weeks of research and dozens of iterations), and give you some tips on where to look for data that isn’t publicly available so you can have a competitive advantage .

But before we start…

What is competitor analysis?

Competitor analysis is the process of evaluating your direct competitors’ companies, products, and marketing strategies.

To make your analysis truly useful, it’s important to:

• Pick the right competitors to analyze
• Know which aspects of your competitors’ business are worth analyzing
• Know where to look for the data
• Understand how you can use the insights to improve your own business.

Which brings us to why competitor analysis is worth doing in the first place.

Who can benefit from an analysis framework?

This framework will work well for entrepreneurs , business owners , startup founders , product managers , creators , and marketers .

It covers business metrics, a product analysis, and a marketing assessment, with the marketing bit being a little more in-depth. Feel free to skip certain parts if you’re only interested in one aspect, or better yet, delegate some steps to respective teams if you can.

It doesn’t matter much what kind of product you’re selling or how mature your business is. To use this framework, you may already have a fully functional product, an MVP, or even just a product idea. I’ll be using certain analysis tools to facilitate and automate certain bits of the process. Most of them are either freemium or have a free trial available, so all that you’ll need to invest into the analysis is your own time.

Done properly, competitive analysis will give you plenty of quantitative and qualitative data to back your own business decisions and business strategy (and no, I’m not talking about cloning your competitors’ strategies to come up with a second best product, although this can sometimes work ).

Namely, it can help you:

• Develop (or validate) your Unique Value Proposition
• Prioritize your product development by focusing on the aspects of competitors’ products customers value the most
• Improve your product by capitalizing on competitors’ weaknesses customers complain about
• Find your competitors' strengths to get benchmarks to measure your growth against
• Uncover market segments that aren’t fully served by competitors
• Create a new product category by identifying gaps between what your competitors offer and what the customers need

Who even are your competitors?

I can sense you rolling your eyes at me, but hear me out.

If you’re serious about competitive analysis, it’s not enough to just evaluate the two Industry Leaders everyone’s talking about (that kind of analysis will likely get you depressed real quick).

The competitors you pick for the analysis determine the insights you’ll get at the end, and the decisions you’ll make, based in part on those insights. That’s why including different kinds of competitors (big and small, direct and indirect) into the analysis is critical if you want the results to be comprehensive.

Here’s a handy way to think about your competition that’s based off of Myk Pono’s classification :

It’s best to include at least one competitor from each category into your analysis to make it truly comprehensive.

Whether you can instantly think of over a dozen competitors or can barely recall five, it’s a good idea to turn to Google or a different a search engine ( DuckDuckGo , anyone?) and look up your product category. Examine the products within the top 50 results, along with the ads that are displayed in response to your query — more likely than not, you’ll come across companies you’ve forgotten about, or maybe even learn about a few newcomers.

To give you an example, I’m going to imagine I’m launching a vacation rental website — an alternative to AirBnB. Here’s what my list of competitors may look like broken down by categories:

Now that you have a comprehensive list of your competitors with similar products, it’s time to start the actual analysis.

As you go through the process, feel free to use this Google Sheets template I’ve created.

In the spreadsheet, I like to divide the factors into collapsable sections (yes, these do get pretty lengthy). I also tend to add comments under each aspect with details or links that provide more info. Depending on the stage you’re at with your business, you can also add in a column for your own product to quickly see how it compares to competitors.

What’s included in a competitor analysis framework

• Business & Company metrics 1.1. Company overview 1.2. Funding 1.3. Revenue & customers
• Product 2.1. Product features 2.2. Pricing 2.3. Perks 2.4. Technology
• Customers & awareness 3.1. Share of Voice 3.2. Sentiment 3.3. Key topics 3.4. Geography 3.5. Social media platforms
• Marketing 4.1. SEO 4.2. Social media 4.3. Advertising 4.4. Influencers and other partners 4.5. Content Marketing 4.6. Customer acquisition 4.7. Sales 4.8. Customer service 4.9. Unique strengths

I’ll go into depth about each section below, and again feel free to grab this competitor analysis template to follow along .

1. Business & Company metrics

1.1. company overview.

Your analysis should start with digging up the basic info about your competitors: things like the company’s founding year, the names of the CEO and other key people, locations of the company’s offices, how many employees work there, etc.

You’ll usually find bits of this information on competitors’ websites.

The company’s LinkedIn profile is often useful, particularly for employee counts.

And for info on key people, offices, and founding date, CrunchBase is a great resource.

Your competitors’ job openings can also be found on their websites, LinkedIn, and job search sites like Glassdoor and Indeed . Knowing who they are hiring and which teams they are expanding will give you an idea of what steps they’re about to take, both product- and marketing-wise. Are they about to hire their first sales rep or content marketer? Are they looking for a developer with a specific skill set? Combined with what you know about your industry, your competition’s job openings will tell you a lot about where they are going with their business.

You could also take things one step further and see if you can get an understanding of competitors’ corporate culture. The best place to dig through employee reviews is Glassdoor . There, you can find out what employees think about the culture, the team, the pay, the management – and those are often honest opinions because a lot of the feedback is anonymous.

1.2. Funding

Knowing when, how much, and from whom your competitors received funding can also be important, particularly if you plan on raising capital yourself. It will give you a solid idea on how much funding you can expect to get.

On top of that, venture capitalists (VCs) tend to invest in only one company in a given category so as not to cannibalize their own investments. If an VCs’ name is missing from your competitors’ funding history, they might be a good candidate for you: they missed out on the chance to work with a successful competitor, but now they have the opportunity to invest into a promising startup in the industry (you!).

1.3. Revenue & customers

Your competitors’ revenue and number of customers deserve a separate section in your spreadsheet. For some companies, you’ll be able to find estimates on Owler , but those will often be very rough. A Google search for the name of your competitor combined with the words “revenue,” “customers,” etc. might lead you to interviews or press releases where the companies share this information (because, well, everyone likes to brag).

That said, I bet you won’t be able to find every competitor’s revenue figures this way. To help you dig deeper, I have two hacks to share that go beyond a simple Google search:

Hack #1: Set up alerts for competitors’ interviews and conference presentations.

This one requires some time, but it’s very effective in the long run: you’ll be surprised at just how much your competitors give away at event presentations and in interviews, without being aware of you listening. All you need to do is sign up for Awario (there’s a free 14-day trial available), create an alert for the names of your competitors’ CEOs or other key figures (don’t forget to put the names in double quotes to search for an exact match), and select YouTube as the source for the search. And that’s it! You can now binge-watch those videos right in Awario, without having to leave the tool for a minute, noting your findings along the way.

Hack #2: Use this revenue formula

Jason Lemkin of SaaStr offers a simple formula you can use to calculate a competitor’s revenue estimate, provided you know how many people work there. Take the number of employees the company has listed on its LinkedIn profile and multiply that by $150,000 if well-funded ($200,000 if modestly funded). This should give you an estimate you can work with.

Employee count * $150,000 = Revenue estimate

These details, combined with company info like founding year and employee counts, are important so you can use them as a benchmark against your own growth. How much time did it take each of your competitors to get to the revenue figures they have today? Are you doing as well as a current market leader back when it was an early-stage business?

It’s time to evaluate your competitors’ products or services, the actual things they’re selling. What kind of technology are they using to build it? What is their core selling point? Are there any perks that come with the product: a freemium version, complementary free tools, or services?

2.1. Product features

Let’s get down to the core of your competitors’ business – their product and its key features. A word of caution: this will likely be the longest bit of your spreadsheet.

It’s a good idea to divide the features into groups of related ones to keep things organized.

2.2. Pricing

Assessing competitors’ pricing pages is another crucial step in your analysis (if pricing isn’t available on their website, try reaching out to their sales team).

Here are some questions to consider:

• Can you uncover a segment of the market that doesn’t seem to be fully served by competitors’ plans?
• Say, do they have an affordable plan for startups or small businesses? Discounts for students or non-profits?
• Are there data-heavy options available for agencies and big brands, with Enterprise features like an API or white-label options?

Another thing you can draw from competitors’ pricing strategies is great ideas for A/B testing . Do they offer monthly or annual plans? (If it’s both, what is the default option?) How many packages have they got? Identify the opportunities for your experiments, and prioritize the ones that are common for several competitors.

Dig through your competitors’ websites to see if they offer something complimentary with their product. Do they have a free trial or a freemium version? Are there any “free” tools their customers get access to, or perhaps a perks program in partnership with other tools?

2.4. Technology

Competitors’ technology is an important aspect to assess for tech companies. BuiltWith is a great (and free) tool to figure out the tech stack that a competitor uses. Just type in the URL, and you’ll be able to see what technology the website runs on, along with any third-party scripts and plugins it uses, everything from analytics systems, email marketing services, to A/B testing tools, and CRMs.

A lean alternative to BuiltWith is What Runs , which is a browser extension that analyzes any webpage you’re on.

On top of that, looking at competitors’ job postings (yes, again) is a great way to see what kind of technology stack they’re using by analyzing the skills they require from candidates. To look for job openings, check your competitors’ websites and job search sites like Glassdoor and Indeed .

3. Customers & awareness

Your next big step in analyzing the competition is looking at what their customers have to say about them. In this section, you’ll look at each brand’s Share of Voice, the sentiment behind their mentions, the key topics customers bring up when they talk about your competitors, and more. To measure these, you’ll need a social listening tool like Awario or Mention .

3.1. Share of Voice

Ideally, you’d want to measure the market share for each of your competitors. But alas, it’s nearly impossible. One substitute metric you could use is Share of Voice – the volume of mentions your competitors get on social media and the web compared to each other.

To measure share of voice , create an alert for each competitor’s brand in Awario, give the tool some time to collect the mentions, and jump to the Alert Comparison report to see how much each competitor is talked about on social and the web.

It’s a good idea to keep these alerts running for the long-term (as opposed to just looking at Share of Voice once). This way, you’ll be able to see spikes in their volume of mentions, track what their customers are saying, and see how their (and your own) Share of Voice evolves over time.

3.2. Sentiment

The caveat of measuring the level of awareness a competitor has is that awareness isn’t always a good thing. What if there’s been a data scandal one of the competitors is involved in? What if their customer service is horrible, causing an influx of negative mentions?

That’s not the only reason why measuring the sentiment behind the mentions of your competitors is important. It will also help you understand what these companies’ customers love and hate about their product the most.

On top of that, it can also serve as a benchmark when you analyze the sentiment behind the mentions of your own brand and product. Let’s say, 40% of your mentions are positive, 20% are negative, and the rest are neutral. How do you know if that’s a good thing or a bad thing without a benchmark?

3.3. Key topics

What do your customers focus on when they mention your competitors’ products or write customer reviews?

What do they love and hate the most?

Identifying the key topics within your competitors’ mentions will give quick answers to these questions so you don’t have to dig through mentions by hand. You can find these topic clouds in a social listening dashboard. From there, you can click on any topic to explore the mentions in-depth.

Interestingly, these topic clouds can also offer insight into various aspects of your competitors’ business – and they may help you fill the gaps in other sections in your competitor analysis spreadsheet. Here’s one example: those are the key topics for Loom, a screen recording app, from which you can learn a few useful things if you look closely.

Looks like the company a) has just raised some money, b) offers remote jobs, and c) has just announced a new feature they’re building. And you discovered all that at a glance! Of course, you can further explore any topic by clicking on it to see all the mentions that contain the word/phrase.

3.4. Geography

Looking at the geography and demographics of your competitors’ mentions will let you figure out which markets they are focusing on the most (and, with any luck, find an area that isn’t too saturated yet). You’ll find a map of each brand’s mentions in Awario’s dashboard and reports, along with the breakdown of mentions by language.

Try adjusting the date range in the report to see if there’s been any changes in languages/countries recently. This could mean that your competitors are focusing on a new emerging market – an opportunity you might be interested to explore.

3.5. Social media platforms

Just like with geography, this one will give you an idea on where your competitors’ audience hangs out so you can use these findings in your own marketing strategy and social media strategy. On top of that, if you see platforms that appear to be heavily underused (but do look relevant), those may also be worth experimenting with. Just like with the previous factors, you can compare the platforms side-by-side using Awario’s Alert Comparison report.

4. Marketing

From the SEO perspective, there are two most important things about competition you should focus on: the keywords they rank for and the backlinks they’ve got. The former will give you a solid idea on what type of search terms bring them traffic and sales (so you can shape your own keyword strategy), and the latter will show what authoritative websites in your niche link to them (those will likely be relevant to your website too).

For both tasks, you can use SEO PowerSuite (you can get the free version here ). The toolkit includes 4 apps for different aspects of SEO, but we’ll only need 2 of those to analyze competitors.

Rank Tracker will help you with the keywords. Navigate to the tool’s Ranking Keywords module and type in a competitor’s URL. You’ll see a list of terms they rank for, along with the search volume for each term in your country of choice. It’s a good idea to move the most popular terms to Target Keywords right away so you can keep them for your records. Repeat the process for every competitor, noting their estimated search traffic and top keywords they rank for.

For backlink analysis, you’ll need SEO SpyGlass. Launch the tool and create a project for one of your competitors. Next, jump to Domain Comparison . One by one, specify your competitors’ websites and take a look at how they compare.

Next, jump to Link Intersection – a module that shows you the domains that link to more than one of your competitors. You can sort them by InLink Rank to see the most authoritative websites on your list. Those are likely relevant industry websites that will make a great addition to your backlink profile – make sure to save them so you can reach out and see if you can get a backlink from there.

4.2. Social media

The next step is analyzing what, when, and how your competitors are doing on social media. Rival IQ is a useful tool for this task, and they have a 14-day free trial available. Once you’ve signed up for the tool, specify your competitors’ websites, and the platform will automatically pull their social media profiles.

From there, you’ll be able to see which social networks they’re active on, how many followers they have, how much engagement their posts get, etc. Those insights will be handy to benchmark your own strategy against. The tool will also show you the best times and days of the week to post, based on the engagement competitors’ posts get.

On top of that, it may be a good idea to research if your competitors have a community on social media – a Facebook group or a subreddit dedicated to their product. How big is the community? Are the users engaged?

4.3. Advertising

To get an idea of your competitors’ ad strategy, SimilarWeb is a great (and free) starting point. Enter the URL of a competitor’s website and navigate to the Search section – it will show you if your competitors have any search ads running, and, if they do, what their target keywords are.

The Display section below will show you whether a competitor is running any display ads, and, if they are, which platforms bring them the most traffic.

For Facebook ads, simply open a competitor’s Facebook page and click on Info and ads .

Alternatively, you can use Facebook’s Ad Library to search for your competitors’ ads. Unfortunately, these tools won’t reveal targeting rules your competitors use, but you’ll still get a solid idea of how many ads they’re running, and perhaps get inspiration for your own advertising efforts.

If native ads or other kinds of paid content are a thing in your niche, you can also try searching for “sponsored by [competitor]”, “author” “[competitor]”, etc. in a search engine of your choice (the quotes will make sure you’re looking for an exact match, and all of the words in the query are taken into account). Take note of authoritative platforms you come across and try reaching out to them to inquire about sponsored posts.

4.4. Influencers and other partners

At this point, we’re interested in exploring the partnerships your competitors have that help spread the word about their products. We’ll look at influencers endorsing your competition, publishers they work with, and media platforms they guest blog on, if any.

For the analysis, you’ll need the same social media monitoring alerts for your competitors’ brand you’ve already created in Awario. In your feed, make sure to group the mentions by Authors and sort them by Reach to see the most influential posts first (Reach is calculated based on the number of followers and engagements on social media, and based on the site’s estimated traffic for results from news, blogs, and the web).

This will let you see the most influential posts that mention your competition, including social media posts and blog articles from around the web. Take note of the influencers or publishers they work with – chances are they will be happy to work with you as well.

On top of that, you can also turn to SimilarWeb to see what referral sources are bringing the most visits to your competitors’ websites. Chances are you’ll also find a bunch of blogs and media platforms that generate substantial traffic to their sites.

4.5. Content Marketing

If content is part of your competitors’ strategy, it’s important that you analyze their blog and what they tend to write about. Are the readers engaged? Do the posts get shared around social media a lot? Does the competitor accept guest posts?

BuzzSumo is a great tool to help you out. It will show you the most shared posts on any blog within the past year, so you can get inspiration for your own posts and a better idea of what kind of content resonates with your target audience the best.

4.6. Customer acquisition

I know, a lot of the points above were actually customer acquisition techniques; but this section is reserved for the ones that weren’t outlined before. Do your competitors have a referral strategy? Do they have an affiliate program? Do they sponsor or exhibit at industry conferences? Do they acquire customers in any other creative way?

If applicable, it’s also important to analyze your competitors’ sales strategy. Do they do product demos? What does contacting a rep look like? Is there a phone number you can call?

The best thing to do is try and book a demo (or a call) with every company yourself, taking careful note of every step. Do they require filling out dozens of fields for you to talk to sales? Will they refuse to hold a demo just because your company is “too small”? Is their time zone convenient? How long does it take them to reply?

All of this will help you spot strengths and weaknesses in your competitors’ sales strategy to help you shape your own.

4.8. Customer service

Does every competitor offer Customer Support for all customers, or does it start with a particular plan? What channels do they provide support on: is it email, live chat, phone, social media, or all of the above? What is their response time? Do they offer Account Management for Enterprise customers?

Analyzing your competitors’ customer service will help you improve your own. The truth is, in large companies, customer care is often almost non-existent; for a new business in the industry, that’s a great area to capitalize on. If that’s true in your case, make sure to highlight the quality of your customer service on your website.

4.9. Unique strengths

Is there anything else that gives a competitor on your list an unfair advantage over everyone else? For example, is their CEO or somebody else on the team an industry influencer? Does the company publish amazing books that are also free? Have the founders launched successful products before? Make note of each competitor’s unique strengths that are hard to emulate.

What’s next?

Once you’re done with every step of competitive analysis, I’m sure you’ve got a clear understanding of the market and more than a handful of ideas on how to improve your own product. While the research is still fresh in your mind, one bonus step I’d highly recommend to everyone performing the analysis is to map your competitors on a Strategy Canvas (from the book Blue Ocean Strategy ).

A Strategy Canvas is a chart that breaks down your competitors by various aspects of their businesses and products (the pricing and other aspects specific to your product category).

The easiest way to plot this is a line chart, with each factor assigned a score depending on how well it is executed.

Here’s an example from the book: a Strategy Canvas for Southwest, one of the first low-cost airlines in the US, compared to the 2 categories that could be considered its competitors: air travel at the time and car travel.

Source: Blue Ocean Strategy

Depending on the kind of competitors you’ve analyzed, you’ll likely see that most of them follow one or two distinct patterns: those will be the major categories you’re competing with (though they may not be as different as cars and airplanes). It’s time to plot your own product on the canvas and see how it compares to the competitors.

Finally, think of ways to make your product stand out. From your research, recall the things your audience needs more and less of. Blue Ocean Strategy offers a nice way to think about the factors on the canvas in terms of applying them to your own product, called the Eliminate-Reduce-Raise-Create Grid.

• Think of features you could eliminate to lower the cost of your solution : the ones that seem superfluous, are rarely mentioned by customers, and are particularly costly. For Southwest vs. traditional airlines, those were seating class choices and hub connectivity.
• Think of the factors you can reduce way below the industry standard : the ones that need to be there, but can be leveled down significantly. It’s great if price is going to be one of them! For Southwest, those were the prices, meals, and lounges.
• Time to think about the aspects you’ll raise well above the industry standard , especially if they won’t cost you a fortune. What do customers wish they’d get more of? For Southwest, that was the friendliness of the service and the speed of travel.
• Lastly, try and create new features that your closest competitors don’t offer (or borrow them from another product category). With Southwest, it was the frequent departures that traditional airlines didn’t have – but car travel did.

Remember: the idea of a competitive analysis isn’t to steal what they’re doing, it is to understand where your business falls in the market and find new opportunities to make your product stand out.

Eventually, focusing on your customers and gaps between supply and demand will serve you much better than focusing on the competition. And that’s what competitor analysis is for – finding ways to serve the customer better.

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Competitor analysis presentation: A comprehensive guide

Identify your key competitors, assess their strengths and weaknesses, and develop strategies to stay ahead of the curve.

Raja Bothra

Building presentations

Welcome to the world of competitor analysis presentations!

In today's business landscape, staying one step ahead of your rivals is crucial. Imagine having the power to dissect your competition and make strategic decisions that could redefine your success. That's precisely what this comprehensive guide on competitor analysis presentations is all about.

What is a competitor analysis?

At its core, a competitor analysis is a strategic tool used by businesses to evaluate and understand their rivals in the market. It's a process that involves gathering and analyzing data to gain insights into the strengths, weaknesses, opportunities, and threats (SWOT) of competitors. With this information, you can fine-tune your business strategy, improve product quality, enhance features, and ultimately, gain a competitive edge.

Benefits of competitor analysis presentation

Why invest your time and resources in creating a competitor analysis presentation?

The answer is simple: it's your roadmap to success. Here are the key benefits:

• Market share : Understanding your competitors' market share helps you identify opportunities for growth.
• Competitive advantage : Discover ways to stand out from the crowd and position your brand effectively.
• Product enhancement : Learn from your competitors' products and services to improve your own.
• Business strategy : Fine-tune your business strategy based on competitors' strengths and weaknesses.
• SEO : Boost your online presence by analyzing competitors' SEO tactics.

How to conduct a competitor analysis

Creating a competitor analysis presentation requires a structured approach. Follow these steps to conduct a thorough analysis:

• Identify your competitors : Begin by identifying your direct and indirect competitors.
• Gather data : Collect data on competitors' strengths, weaknesses, products, pricing, and market position.
• Analyze market trends : Stay updated on market trends and understand how competitors fit in.
• Perform SWOT analysis : Perform a SWOT analysis to assess your competitors' strategies.
• Create a competitive analysis report : Compile your findings into a comprehensive report.

KPIs and metrics to add in competitor analysis presentation

To make your competitor analysis presentation truly impactful, include these key performance indicators (KPIs) and metrics:

• Market share : Highlight market share percentages and trends.
• Product quality : Evaluate competitors' product quality and features.
• Stakeholder insights : Showcase stakeholder perspectives on competitors.
• Marketing plan : Analyze competitors' marketing strategies and their effectiveness.

How to structure an effective competitor analysis presentation

Structuring your competitor analysis presentation is paramount to ensure clarity, impact, and audience engagement. Here's a refined framework that not only provides a structured approach but also incorporates key elements from your suggested structure:

Introduction:

Begin with an engaging introduction that sets the stage for your presentation. Introduce your company, your target market, and your estimated market share. This establishes the context and relevance of your analysis. Briefly explain the purpose of your presentation and what your audience should expect to learn.

Competitive landscape:

Dive into the competitive landscape of your industry. Provide an overview that outlines the current state of the industry and its key players. Identify your main competitors and discuss their relative strengths and weaknesses. Use charts, graphs, and visuals to illustrate key trends and insights. This section should help your audience grasp the broader industry context.

SWOT analysis:

Conduct a comprehensive SWOT analysis for both your company and your key competitors. Highlight your company's unique strengths and competitive advantages. Address areas where your company can improve to gain a competitive edge. Be thorough and data-driven in your analysis, supporting your points with evidence and statistics.

Recommendations:

Based on the insights derived from your analysis, provide clear and actionable recommendations for how your company can compete more effectively. These recommendations should stem directly from the SWOT analysis and address areas of improvement. Ensure that your recommendations are specific and feasible, allowing your audience to envision their implementation.

Conclusion:

Summarize the key takeaways from your presentation, reinforcing the main points of your analysis. Re-emphasize the recommendations, making it clear why they are vital for your company's success. Use this section to leave a lasting impression and motivate your audience to take action based on your findings.

Tips for delivering an effective competitor analysis presentation:

To ensure your presentation resonates with your audience, follow these best practices:

• Visual aids : Utilize visuals such as charts, graphs, and infographics to support your points and make the presentation more engaging.
• Clarity and conciseness : Communicate your insights clearly and concisely. Avoid jargon or technical language that may confuse your audience.
• Objective analysis : Maintain objectivity in your analysis. Focus on presenting facts and data rather than making subjective or negative comments about your competitors.
• Audience-centric : Tailor your presentation to your specific audience. Consider their interests and needs to deliver information that is relevant to them.
• Storytelling : Use storytelling techniques to convey information effectively. People often remember and engage with information presented in a narrative format.
• Passion and engagement : Be passionate about your topic, and let your enthusiasm shine through in your delivery. Engage with your audience, encourage questions, and be prepared to provide thoughtful answers.

By incorporating these elements and adhering to best practices, your competitor analysis presentation will not only be structured for success but also deliver the clarity and impact necessary to inform and persuade your audience effectively.

Do’s and don'ts on a competitor analysis presentation

Before you finalize your presentation, consider these do's and don'ts:

• Do your research : Start by conducting thorough research. Gain a deep understanding of your industry, competitors, and target market. This foundation is essential for a compelling presentation.
• Be objective : Maintain objectivity throughout your presentation. Focus on presenting facts and data rather than making negative comments about your competitors. An unbiased approach lends credibility to your analysis.
• Be specific : Avoid vague statements like "we're better than the competition." Instead, explain precisely why your company holds a competitive edge. Use data and evidence to support your claims.
• Use visuals : Visual aids such as charts, graphs, and images can make complex data more digestible. They enhance understanding and engagement, helping your audience grasp key insights more effectively.
• Be prepared to answer questions : Anticipate the questions your audience might have and prepare well-thought-out answers in advance. This readiness demonstrates your expertise and reinforces your presentation's credibility.

Don'ts:

• Avoid information overload : Resist the temptation to overwhelm your audience with excessive information. Focus on presenting the most critical insights and trends. Quality over quantity is key.
• Steer clear of jargon : Keep your language accessible. Avoid using too much industry-specific jargon or technical terms. Your presentation should be understandable without the need for constant reference.
• Don't make it overly salesy : Remember that the primary purpose of a competitor analysis presentation is to inform and persuade, not to sell. While showcasing your strengths is important, avoid coming across as overly promotional.
• Don't skip rehearsal : Practice your presentation thoroughly. Rehearsing allows you to deliver your content confidently and smoothly. It ensures that your key points are communicated effectively and that you can navigate any unexpected questions or challenges.

Summarizing key takeaways

• Competitor analysis is crucial for understanding rivals and gaining a competitive edge.
• Benefits include identifying growth opportunities, improving strategies, and boosting online presence.
• Steps: Identify competitors, gather data, analyze trends, perform SWOT, and create a comprehensive report.
• Include KPIs like market share, product quality, stakeholder insights, and marketing analysis.
• Structure: Introduction, competitive landscape, SWOT analysis, recommendations, and conclusion.
• Tips: Use visuals, clear communication, objectivity, audience focus, storytelling, and passion.
• Do's: Research, objectivity, specificity, visuals, preparedness.
• Don'ts: Overload, jargon, excessive sales focus, lack of rehearsal.

1. What is a competitor analysis presentation, and how can it benefit my business?

A competitor analysis presentation is a strategic tool that helps businesses evaluate their rivals in the market. It involves using a template with 10-35 slides, often in powerpoint, to analyze competitors' strengths, weaknesses, and product features. By presenting this set of slides with name "competitor analysis template," you can customize your analysis, making it relevant to your specific product or service. It's available for immediate download and offers editable slides, making the process efficient and visually engaging.

2. How do I perform a competitor analysis using presentation slides?

To perform a competitor analysis, start by selecting a competitive analysis chart or infographic template from our library. These analysis powerpoint templates contain stages in this process, such as market research , competitor comparison, and competitive intelligence. You can use our competitor analysis template ppt layout and design to create a presentation that highlights various topics discussed in these slides. This helps your business stay ahead in the market.

3. What is the process for creating a competitor analysis presentation?

The process of creating a competitor analysis report presentation typically involves a five or eight-stage process, depending on business growth and the scope of competitors' market presence. You can use a competitor analysis framework as a guide and select from our editable slides and presentation deck. This ensures that you can make this ppt quickly and efficiently, enhancing your analysis-related efforts.

4. How does a competitor analysis presentation help my business stand out in the market?

A well-crafted competitor analysis presentation allows business owners to identify direct competitors and understand how they fit into the market. By using powerpoint presentations with twelve slides, you can comprehensively analyze competitors' pricing, products, and strategies. This analysis helps your business develop a competitive edge and effectively fit in the market.

5. Can I use competitor analysis templates for google slides?

Yes, these competitor analysis presentation templates are not limited to powerpoint; they are compatible with google slides as well. Simply click the download button to get the slides added to your google slides account. This flexibility allows you to fit in the market seamlessly and use the templates for efficient analysis and presentation purposes.

Create your competitor analysis presentation with prezent

Prezent streamlines competitor analysis presentations by offering a vast content repository, ensuring brand consistency, and saving up to 70% of your time. It promotes collaboration with real-time sharing and provides access to brand-approved designs for a visually appealing presentation. Additionally, Prezent's overnight service ensures timely delivery, making it a valuable tool for creating effective competitor analysis presentations efficiently.

Competitor analysis presentations are not just about data; they are about unlocking your potential for success. As you delve into the world of analyzing your rivals, remember that knowledge is power. Use the insights you gain to propel your business forward, and let Prezent be your trusted partner in this journey.

So, are you ready to create a competitor analysis presentation that stands out in the market?

Let's get started with Prezent try our free trial or book a demo today!

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How to Create a Competitor Analysis Report – A Step-by-Step Guide

Competitor analysis is a vital aspect of any business strategy . It involves researching and evaluating your competitors to gain insights into their strengths, weaknesses, and strategies. By understanding what your competitors are doing, you can identify opportunities and threats in the market, allowing you to make informed decisions to stay ahead.

In this guide, we'll explore the fundamentals of competitor analysis, including competitor research methods and how to conduct a thorough analysis. Whether you're a small startup or an established company, knowing how to do competitor analysis can provide valuable insights to help you refine your marketing tactics, improve your products or services, and ultimately, achieve your business goals. Let's dive in!

Understanding Competitor Analysis

Competitor analysis involves a systematic approach to studying your competitors to gain valuable insights into their strategies and market positioning. Here's a breakdown of how to approach competitor analysis effectively:

• Defining Your Competitors : Begin by identifying who your competitors are. These can include direct competitors offering similar products or services, as well as indirect competitors targeting the same audience with different solutions.
• Identifying Key Metrics and Parameters : Determine the specific metrics and parameters you'll use to assess your competitors. This can include factors such as competitor analysis to understand their online visibility, market share to gauge their position in the industry, pricing strategy to compare your offerings, and product features and differentiators to identify areas of strengths and weaknesses.
• Choosing the Right Competitor Analysis Template : Utilize a structured template to organize your competitor analysis effectively. This can help streamline the process and ensure you cover all relevant aspects comprehensively. Tools like Product Label Maker can assist in creating customized templates tailored to your needs.
• Utilizing Tools for Competitor Research : Leverage various tools and resources to gather data about your competitors. This can include online platforms, industry reports, and market research tools to obtain valuable insights into their performance and strategies.
• Analyzing Publicly Available Information : Dive deep into publicly available information such as their website , social media profiles, press releases, and annual reports. This can provide valuable insights into their marketing tactics, product offerings, and overall business strategy.

By following these steps and utilizing the right tools, you can conduct thorough competitor research to gain a competitive edge in the market. Stay tuned for the next section, where we'll delve into the steps involved in conducting competitor analysis effectively.

What is a Competitor Analysis Report?

A Competitor Analysis Report is a comprehensive document that outlines the findings and insights gathered from researching and analyzing competitors in a particular industry or market. It serves as a valuable tool for businesses to understand their competitive landscape and make informed decisions about their own strategies. Here's a brief overview:

• Purpose : The primary purpose of a Competitor Analysis Report is to provide insights into the strengths, weaknesses, opportunities, and threats posed by competitors. It helps businesses identify areas where they can improve and opportunities they can capitalize on.
• Components : A typical Competitor Analysis Report includes sections such as an executive summary, methodology, findings, and recommendations. Each section is carefully crafted to present the information in a clear and concise manner.
• Methodology : The report outlines the methods used to gather data and analyze competitors, including competitor research techniques and tools employed. This ensures transparency and credibility in the findings presented.
• Findings : This section presents the key findings of the competitor analysis , highlighting important metrics such as market share, pricing strategy, product features, and customer satisfaction.
• Recommendations : Based on the findings, the report provides actionable recommendations for the business to improve its competitive position. These recommendations are backed by data and insights gathered from the analysis.

By creating a Competitor Analysis Report, businesses can gain a deeper understanding of their competitive landscape and make strategic decisions to stay ahead in the market. Tools like Products Brochure Maker can assist in creating visually appealing reports that effectively communicate the findings to stakeholders.

How to Make a Competitor Analysis Report?

• Define Objectives : Before diving into competitor analysis, it's crucial to establish clear objectives to guide your research efforts effectively. Determine the specific insights you aim to gain from the process, whether it's understanding market trends, identifying areas for improvement, or uncovering new opportunities. By outlining your goals upfront, you can ensure that your competitor research is focused and aligned with your broader business objectives, ultimately maximizing its impact on your strategic decision-making processes.
• Identify Competitors : Begin by compiling a comprehensive list of competitors operating within your industry or niche. This includes both direct competitors offering similar products or services and indirect competitors targeting the same audience with alternative solutions. Utilize various competitor research techniques, such as online searches, industry reports, and customer feedback, to identify relevant competitors. Leveraging tools like Marketing Business Card Maker can streamline the organization and categorization of competitor data, facilitating a more efficient analysis process.
• Gather Data : With your list of competitors in hand, it's time to gather relevant data about each one to inform your analysis. This may involve collecting information on their products or services, pricing strategies, target demographics, marketing tactics, and online presence. Integrating a proxy service can enable access to region-specific content, enhancing the depth of your online research. Conduct thorough competitor research utilizing a combination of online sources, industry databases, and customer reviews to ensure you obtain comprehensive insights. Consider employing tools like Research Poster Maker to visualize and organize the gathered data effectively, facilitating a more in-depth analysis.
• Choose Metrics : Determine the key metrics and parameters that will serve as the foundation for evaluating your competitors. These metrics may encompass factors such as market share, website traffic, social media engagement, customer satisfaction ratings, and product features. Additionally, consider conducting a SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) for each competitor to gain deeper insights into their competitive positioning and strategic priorities. Selecting the right metrics is essential for conducting a meaningful competitor analysis that enables you to identify areas of competitive advantage and strategic opportunities for your business.
• Analyze Data : Once you've collected the necessary data, it's time to analyze it systematically to extract valuable insights. Look for patterns, trends, and disparities among competitors, and identify areas where your business can leverage its strengths or address weaknesses. Thoroughly examining the data obtained through your competitor analysis enables you to make informed decisions about your marketing strategies, product offerings, and overall positioning in the marketplace. By conducting a comprehensive analysis, you'll be better equipped to stay ahead of the competition and capitalize on emerging opportunities in your industry.

Competitor Analysis Examples for Strategic Planning

• Retail Industry :

Situation: A retail chain is experiencing a decline in sales and wants to identify strategies to regain market share.

Competitor Analysis Focus: Analyze competitors' pricing strategies, product offerings, and customer service initiatives.

Example: Through competitor research, the retail chain discovers that a competitor is offering lower prices on similar products. They also find that another competitor has launched a customer loyalty program, resulting in increased customer retention. Armed with this information, the retail chain adjusts its pricing strategy and introduces a loyalty program to stay competitive. Additionally, they utilize a Marketing Infographic Maker to create visually appealing marketing materials to promote their new initiatives.

• Technology Sector :

Situation: A tech startup is preparing to launch a new mobile app and wants to understand the competitive landscape.

Competitor Analysis Focus: Evaluate competitors' app features, user interface design, and marketing strategies.

Example: Through competitor analysis, the startup discovers that a rival app offers additional features not present in their initial design. They also find that another competitor has a more user-friendly interface. To differentiate their app, the startup integrates unique features and enhances the user interface based on insights gathered from competitor research.

• Hospitality Industry :

Situation: A boutique hotel is planning to expand its operations and wants to assess potential markets.

Competitor Analysis Focus: Examine competitors' locations, amenities, pricing, and online reviews.

Example: Through competitor research, the hotel identifies a competitor that has successfully entered the destination market they are considering. They also find that another competitor offers similar amenities at a lower price point. Leveraging insights from competitor analysis, the boutique hotel selects a strategic location with high demand and differentiates itself by offering unique experiences tailored to the target market.

• Education Sector :

Situation: A university is developing a new undergraduate program and wants to ensure its competitiveness.

Competitor Analysis Focus: Review competitors' program offerings, faculty expertise, accreditation status, and student satisfaction rates.

Example: By conducting competitor analysis, the university discovers that a rival institution offers a similar program with renowned faculty members and high student satisfaction ratings. They also find that another competitor has gained accreditation from a prestigious organization. Using insights from competitor research, the university enhances its program curriculum, recruits renowned faculty, and prioritizes accreditation to attract top-tier students. Additionally, they utilize Research Poster Templates to showcase their program's unique features and benefits during promotional events.

How to Present a Competitor Analysis

• Visualize Data Effectively : Utilize charts, graphs, and tables to present key findings in a clear and concise manner. Visual representations enhance understanding and retention of information, making it easier for stakeholders to grasp the insights derived from competitor analysis .
• Provide Context : Offer background information on competitors, industry trends, and market dynamics to contextualize the analysis. This helps stakeholders understand the significance of the findings and their implications for the business.
• Highlight Key Insights : Focus on the most relevant findings and insights gleaned from competitor research . Emphasize areas of competitive advantage, potential threats, and opportunities for improvement to guide strategic decision-making.
• Tailor to Audience : Customize the presentation to suit the needs and preferences of the audience. Use language and terminology that resonate with stakeholders, avoiding technical jargon and complexity.
• Offer Recommendations : Based on the analysis, provide actionable recommendations for the business. Suggest strategies to capitalize on strengths, mitigate weaknesses, and outmaneuver competitors in the marketplace.
• Utilize Visual Tools : Leverage tools like Marketing Flyer Maker to create visually appealing presentations. Incorporate eye-catching designs and layouts to capture the audience's attention and convey information effectively.
• Use Templates Wisely : Take advantage of Products Flyer Templates to streamline the presentation creation process. Templates provide a framework for organizing content and ensuring consistency in design and formatting.
• Encourage Discussion : Foster dialogue and collaboration among stakeholders by encouraging questions, feedback, and brainstorming sessions. This promotes a deeper understanding of the analysis and facilitates consensus-building on strategic decisions.
• Follow Up : After the presentation, follow up with stakeholders to address any outstanding questions or concerns. Provide additional resources or clarifications as needed to support informed decision-making.
• Iterate and Improve : Continuously refine and improve the presentation based on feedback and lessons learned. By iteratively enhancing the presentation format and content, you can ensure its effectiveness in conveying competitor analysis insights to stakeholders.

Tips to Improve Competitor Analysis Report Design

Here are five tips to improve competitor analysis report design:

• Clear and Concise Layout : Ensure your report has a clear and organized layout that makes it easy for readers to navigate and digest information. Use headings, subheadings, and bullet points to break down complex data into manageable sections. A clean and concise layout enhances readability and comprehension.
• Visual Representation of Data : Incorporate visual elements such as charts, graphs, and infographics to visually represent key data points and trends. Visuals not only make the report more engaging but also help readers quickly grasp complex information. Choose visuals that are relevant to the analysis and effectively communicate insights.
• Consistent Branding : Maintain consistent branding throughout the report to reinforce your company's identity and professionalism. Use consistent colors, fonts, and logos to create a cohesive visual identity. Consistent branding also enhances credibility and reinforces your company's expertise in the eyes of the reader.
• Use of White Space : Utilize white space effectively to create breathing room and prevent the report from feeling cluttered. Adequate white space around text and visuals improves readability and draws attention to key points. Avoid overcrowding the report with unnecessary elements, and instead, prioritize clarity and simplicity.
• Interactive Elements : Consider incorporating interactive elements such as clickable links, interactive charts, or embedded videos to enhance engagement and interactivity. Interactive elements allow readers to explore data in more depth and make the report more dynamic and engaging. However, ensure that interactive elements are relevant and add value to the analysis.

In conclusion, effective competitor analysis is vital for businesses to stay competitive in today's dynamic market landscape. By following a structured approach to competitor research and analysis, businesses can uncover valuable insights to inform strategic decision-making. Continuous monitoring and updating of analysis ensure relevance in evolving market conditions. Leveraging AI Design Tools further enhances efficiency in data processing and visualization. Remember to stay proactive, keep abreast of industry trends, and prioritize actionable insights. With these strategies, businesses can navigate the competitive landscape with confidence, driving growth and success in their respective markets.

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14 Detailed Competitor Analysis Templates to Help You Plan

Written by: Raja Mandal

No successful business lives in a bubble.

Whether you're just starting your business or scaling growth, you need to analyze your competitors' strategies, strengths, weaknesses and next steps consistently. It helps your business push beyond its limits, innovate and expand more rapidly.

Competitor analysis templates make it easy for you to gather valuable insights into market trends, customer preferences and potential opportunities. With a framework in place, you can easily analyze and turn data into practical insights, optimize your business strategies and stay ahead of the curve.

To help you conduct and communicate your competitive research, we have gathered 14 detailed competitor analysis templates.

These templates will assist you in creating your analysis and making informed decisions for your business.

Let's jump right in!

Table of Contents

What is a competitor analysis, benefits of a competitor analysis, 14 best competitor analysis templates, competitor analysis faqs.

• Competitor analysis is a process where you identify, research, and evaluate your competitors to understand their strengths and weaknesses compared to your own business.
• It empowers you to fine-tune your unique selling proposition, enhance your products and services, identify market gaps, stay proactive against potential threats and gain a winning edge.
• Visme's competitor analysis templates make it simple for marketers to research and gather insights about their market.
• They are easily customizable and interactive, so you can include charts and graphs for data visualizations and export them in various formats, including JPG, PNG, PDF, and HTML5.
• Choose your favorite from the list's 14 detailed competitor analysis templates or Visme’s template library and use Visme’s drag-and-drop editor to customize them. Tap into advanced features, like the AI image generator, dynamic fields, and collaboration tools, which will help you along the way.
• Sign up for a free account in Visme and conduct your next competitor analysis effortlessly.

Competitor analysis is about researching and evaluating your competition to gain insights into their strategies, strengths and weaknesses.

In simpler terms, it's like doing a little detective work to determine what your competitors are up to, what they're doing better (or worse) and finding ways to stay ahead of them.

Competitive analysis reveals the following:

• All the competitors in your market (direct, indirect and replacement)
• The products, services and solutions they offer
• Their strengths, weaknesses,  revenue, customer base and market share
• How your products, services and brand stack up against your competitors

With the insights you gather, you can make the right decisions for your business and get it prepared for the market.

Competitor analysis involves monitoring both direct and indirect competitors. This gives you a broad view of your industry and reveals unique ideas and strategies for your business.

Also, you shouldn’t limit competitor analysis to just one part of your business, such as marketing or sales. All departments, including project management, can benefit from conducting a competitive analysis.

For example, your project team might notice that a competitor used some innovative new technology to make their project launch an immense success. They can learn from this and explore better tech solutions to enhance theirs.

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Before proceeding to the competitor analysis templates, let's first understand why it is crucial to watch what our competition is doing.

Even if you are already familiar with the reasons, you can still use this section as a checklist to ensure you take the right steps.

1. Develop or Fine-tune your Unique Selling Proposition

Competitor analysis is a great way to discover your business's uniqueness.

How? You'll see what you do differently or better by comparing your company to others. This helps you develop or fine-tune your unique selling proposition (USP).

It's all about knowing what makes you stand out from the crowd. Because in the end, it's your USP that can lure customers away from your competitors!

For instance, if you're a SaaS company offering project management tools and notice that your competitors lack a real-time collaboration feature, this feature can be your unique selling proposition to stand out in the market.

2. Improve Your Products and Services

Observing competitors lets you gather many ideas to improve your products or services.

Taking note of their strengths can motivate you to match or even exceed their quality level while pinpointing their weaknesses can help you avoid making similar errors. This approach benefits you and your customers, as you can use market knowledge to enhance your offerings.

For instance, if you notice through your competitor analysis that many similar businesses in your field have an excellent after-sales service program, yet you lack one, you could use this insight to introduce and improve upon your after-sales service.

3. Identify and Fill Gaps in Your Business

Conducting a competitor analysis involves carefully examining your industry and pinpointing improvement areas. It's about discovering the different aspects of your business and uncovering any missing pieces or areas of weakness.

This will help you discover potential gaps in your business—products, services or strategies—and then take steps to address them, ensuring you remain competitive and cover all your bases.

Let’s say your competitors are all targeting the market's premium segment. Your competitive analysis may reveal a gap in the market for budget-friendly options. You can use this insight to offer affordable products or services catering to a broader audience.

4. Establish Benchmarks

Understanding the performance of your competitors is crucial for measuring the success of your business. This process allows you to establish valuable benchmarks for your business.

These benchmarks help set performance standards, offer targets for improvement and create a direction for the overall growth of the business. That way‌, you'll hop on the right track and adjust your sail whenever necessary.

For instance, if your competitors consistently gain social media followers at a rate of 10% per month, this could serve as a benchmark for your social media growth goals.

Use this weekly KPI report template to record and present your company's performance after establishing the benchmarks.

5. Stay Aware of Potential Threats

Lastly, conducting a competitor analysis keeps you in the loop about any potential challenges that may be on the horizon. Whether it's a new product launch, a strategic move or a marketing campaign from your competitors, none of that will catch you off guard. You can prepare and respond effectively, ensuring your business stays resilient and competitive.

After conducting competitor analysis, you may find out that one of your competitors is launching a product that directly competes with your best seller. You can act on this insight by implementing proactive strategies—such as improving your product or offering additional value—to retain your customers.

Here are the 14 best competitor analysis templates from Visme’s library. They range from infographics and reports to charts and whiteboards, so use them accordingly.

Visme has helped businesses of all sizes globally with its wide range of design templates and advanced tools. Here's what one satisfied user had to say about Visme:

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1. Competitor Analysis Interactive Presentation Template

Let's start with this interactive presentation template. It's an engaging tool to present an in-depth look at your competitive landscape. It has valuable slides that outline your major competitors, compare features and display key statistics about where you stand against them.

With customizable icons and tables, you can compare competitions effectively. The template’s interactive nature helps you provide an engaging presentation experience and better understand the market competition.

If you're short on time or looking for a quicker way to create presentations, Visme's AI presentation maker is your best bet. With this tool, all you need to do is give a text prompt and choose a style, and the AI will generate all the design elements, including text and images.

You can customize the presentation template to add your personal touch and make it more visually appealing.

2. Brand Porter's Five Forces Presentation Template

The Porter's Five Forces presentation template from Visme is a comprehensive tool for analyzing your brand's competitive environment. The template visualizes five primary forces that shape your brand's market dynamics: competitive rivalry, supplier power, buyer power, the threat of substitution and the threat of new entrants.

The template layout is packed with engaging colors and beautiful 3D illustrations to make your presentation more vivid. With clear data widgets like radial gauges, you can easily visualize data demonstrating the underlying forces.

Here are five additional Porter's Five Forces templates that you can use to understand the competitive landscape and a template to help you visualize how the framework works.

3. Edtech Company Competitor Analysis Infographic Template

The competitor analysis infographic template simplifies the process of comparing competitive forces. Its straightforward design with two columns provides clarity that helps in detailed competitor analysis.

The vibrant vector icons between each component not only add visually pleasing aesthetics but also help distinguish different sections. This concise template allows you to communicate complex information about your competitor analysis in an easy-to-understand manner.

Create engaging and interactive infographics, presentations and other documents with Visme's interactive design features . You can easily add clickable menus, hover effects, pop-ups, quizzes and other interactive elements to make your competitive analysis more fun and engaging.

For example, you can add hover effects or popups that reveal more information about your competitors or link to external websites that do the same.

With Visme, you can easily create visually appealing and interactive content for your competitive analysis, making the process entertaining and effective.

4. Real Estate Competitor Analysis Infographic Template

The real estate competitor analysis infographic template is an effective tool for comparing crucial aspects of different businesses in an insightful and efficient manner. The template has a professional and modern appearance with a color scheme of gray, black and white.

The table layout comprehensively compares factors, such as pricing, unique selling proposition (USP), customer support and target market. Additionally, vector icons are present in each column to enhance visual clarity and create a more engaging experience for the audience.

5. Brand Social Media Competitor Analysis Report Template

This easy-to-understand template helps you present your social media competitor analysis in a visually appealing way.

The social media competitor analysis report template has a sleek gray color scheme that gives your report a professional and attractive look. It comprises pages displaying Facebook and Instagram analytics, audience demographics and more.

The template includes charts to help you visualize your data effectively, such as bar graphs for Facebook analytics and line graphs for audience demographics.

To ensure consistent branding of all your business documents, apply your brand elements to every document you create. Visme's brand wizard tool can help you do this in just a few clicks.

Copy and paste your website URL, and the tool will extract your brand elements, such as brand colors, fonts, and company logos. With just one click, you can apply these elements to every document you create in Visme.

6. FinTech Competitive Analysis Whiteboard Template

Brainstorm with your team using this competitive analysis whiteboard template and gather ideas on getting an edge over competitors.

The template is structured in a table format, providing information on your competitors' mission, SWOT analysis , features, pricing, primary target and winning points.

Customize this template using Visme's free online whiteboard tool . It's easier to use than most whiteboards out there, plus you'll get all the functionalities of a whiteboard, including infinite canvas, freehand drawing, sticky notes, text box and more.

The best part is that you get all the other features in Visme, including the illustrations, interactivity, and animations on your whiteboard.

This tool is perfect for creating flows, plans, sketches and wireframes during brainstorming sessions, which can make your competitive analysis process more effective.

7. IT Cloud Solutions Competitor Analysis Worksheet Template

Conduct your competitive research in a visually appealing and engaging way using this competitor analysis worksheet template.

The template features bright colors such as blue, purple and green, which adds a lively tone while maintaining clarity. It's designed as a worksheet, providing blank spaces to fill out important details such as an overview, USP, products, pricing and target market for various competitors.

Use each section to research specific areas of your competitors’ businesses and make the analysis more structured and comprehensive.

You can collaborate with your team members to work on this worksheet or any other document for competitor analysis to make the process more effective. And Visme's collaborative design features will help you do that seamlessly.

You can invite your team members via email or a shareable or private link and utilize features like live editing, commenting, annotating and more to work on the document.

8. Sales Consultant Competitor Analysis Worksheet Template

The sales consultant competitor analysis worksheet template is a valuable tool that helps you compare different businesses efficiently. The template includes two separate tables for a thorough comparison and is enhanced with high-quality 3D illustrations.

Capture essential information like free and paid products, standout features and target market with the simple tables in the template. Its inviting design keeps your task clear and engaging, making complex data easier to handle.

You can personalize it to match your analysis needs and use these insights to enhance your business strategies.

9. Automation Software Competitor Analysis Worksheet Template

Stay ahead in the competitive automation software industry using this competitor analysis worksheet template.

The template's bright yellow and black color scheme makes it stand out, and its table structure allows you to quickly compare businesses on various parameters such as value proposition, target market, price and SWOT analysis .

Additionally, the template features high-quality background images that enhance its visual appeal. This efficient and visually appealing template can empower your business analysis procedures and outshine your competitors.

Use Visme's dynamic fields feature to spend less time customizing your competitor analysis documents.

With the dynamic fields, you only need to input your data once, and these fields will automatically fill with the right text, such as your name and company details. This simplifies updates across multiple areas of the document, making your work consistent.

10. Design Agency Competitor Analysis Worksheet Template

Breathe new life into your design agency's competitive analysis process with this Competitor Analysis Worksheet Template.

This template is designed with intuitive usability in mind, and its simple yet attractive design makes it easy to read and understand. One of its standout features is the 3D illustration, which gives it a modern touch, while the ample white space ensures clear, effortless readability.

This well-crafted template lets you gain valuable insights and keeps you one step ahead of your competitors in the design industry.

As a design agency or any other organization, finding high-quality graphics to make your content stand out can be a challenge.

But with Visme's AI image generator , you can easily create unique illustrations, images, vector icons and more. Simply provide your prompt, select your graphics style, and let the tool generate exactly what you need.

11. Competitor Analysis Radar Chart Template

Now, let's play some data games. Use this competitive analysis radar chart template to reframe how your business visualizes competitor data and witness your analysis efficiency soar.

A radar chart is well known for its ability to display multiple data points in a single graph, and this template takes full advantage of that feature. The design is simple yet aesthetically appealing, with lots of white space to make your analysis stand out.

Customize this template to use it in your presentations, reports and infographics, or use it as a standalone report.

To learn more, read our comprehensive guide: What is a Radar Chart? A Complete Guide + 10 Editable Radar Chart Templates

Get more radar chart templates from Visme’s template library to create your own.

12. Market Share Bar Graph Template

The market share bar graph template is an extremely versatile and customizable tool to help you make your market share data speak volumes. It clearly presents your company's market share compared to industry rivals.

Whether you’re analyzing a global market or a niche sector, this template can provide valuable insights. Its vibrant design is also attention-grabbing, making it perfect for stakeholder meetings and investor pitches.

You can find various bar graph templates in Visme's library to cater to all your data visualization requirements. Additionally, Visme offers over 20 types of charts and graphs , enabling you to transform your competitive analysis data into visually appealing data representations.

Better yet, choose from over 30 data widgets , such as radial gauges, progress bars and population arrays from Visme to visualize shorter data sets.

13. Business SWOT Analysis Presentation Template

What can be a better competitor analysis than analyzing all the strengths, weaknesses, opportunities and threats of your competitors?

This SWOT analysis presentation template is designed precisely to serve that purpose. Each slide in this presentation focuses on one SWOT area to help you assess your competition extensively and craft strategies from the insights.

Use this straightforward template to assess internal and external factors as well as current and future potentials that keep you one step ahead of your competitors.

14. Electric Vehicles Whiteboard Template

This elegantly designed template employs Porter's Five Forces analysis as a structured method to brainstorm the competitiveness of the EV industry.

The template aesthetically balances vibrant shades and ample white space, enhancing clarity and readability while eliciting creative thinking. You can quickly jot down your analysis of threats from new entrants, the bargaining power of suppliers, the threat of substitute products, the bargaining power of buyers and competitive rivalry within the EV industry.

Once you’ve successfully edited your competitor analysis template in Visme, it’s time to download or share it.

Visme provides multiple ways to share, download and publish your projects:

For offline use, you can download your projects in PDF, PNG, JPG, and HTML formats.

Share your design using a shareable or password-protected link. And publish your design anywhere on the web using a code snippet from Visme.

Q. What Are the Types of Competitor Analysis?

Multiple types of competitor analysis frameworks help you evaluate and understand competitor businesses. Some of the most common types include:

• SWOT Analysis (Strengths, Weaknesses, Opportunities, and Threats)
• Porter's Five Forces Model
• Market Segmentation Analysis
• Market Share and Growth Rate Comparison
• Benchmarks and KPIs Comparison
• Pricing and Sales Strategy Analysis
• Customer Journey Mapping

Q. What Are the Four Components of Competitor Analysis?

The four main components of competitor analysis are:

• Objectives: This refers to understanding what your competitors aim to achieve regarding growth, profitability or other key metrics. Knowing their objectives can shed light on potential future strategies.
• Assumptions : This component evaluates competitors' decisions by identifying and assessing underlying beliefs, such as market trends, customer behavior, and product performance.
• Strategy: Here, you analyze how your competitors plan to achieve their objectives. It involves looking at their business model, marketing plans, pricing strategies, and other operational tactics.
• Capabilities: This involves analyzing your competitors' strengths and weaknesses, such as their resources, skills, technology, and human capital.

Q3. How Do You Structure a Competitor Analysis?

Structuring a competitor analysis requires several key steps:

• Identify Competitors: The first step is recognizing your direct and indirect competitors, those businesses offering similar products or services.
• Gather Data : This phase involves accumulating data about the competitors' products, sales, marketing strategies and more.
• Critical Evaluation: Next, evaluate your competitors' objectives, assumptions, strategies and capabilities.
• Insight Generation: Using the gathered data, identify their strengths, weaknesses and potential opportunities.
• Report Creation: Document your findings in a clear, concise, structured report for stakeholders.

Use Visme to document your findings in various formats, including reports, charts, graphs, presentations and more.

Q4. How Long Should Competitive Analysis Take?

It is usual for an initial competitor analysis to take several days or even a few weeks. However, the length of the analysis can vary depending on different factors, such as data availability, resources, market size, and the depth of the analysis.

It is important to note that conducting a competitor analysis should be an ongoing process with regular updates. This is because market conditions, competitor strategies and other factors continuously evolve, and you must keep up with the changes to stay ahead.

Document, Plan & Execute Your Analysis with Visme

With the help of our 14 detailed competitor analysis templates, you now have the blueprint to systematically plan, strategize and gain valuable insights into your competition.

And Visme makes your competitive analysis even more efficient and impactful. With our advanced tools, such as the brand wizard, dynamic fields, data visualization tools and collaboration features, you can easily create, edit and visualize your findings, transforming raw data into captivating visuals.

But that's not all! Visme also provides the essential tools to craft various documents, including presentations , infographics , reports and much more.

Sign up for a free account today to maximize your marketing efforts.

Easily put together insightful marketing reports and documents using Visme

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About the Author

Raja Antony Mandal is a Content Writer at Visme. He can quickly adapt to different writing styles, possess strong research skills, and know SEO fundamentals. Raja wants to share valuable information with his audience by telling captivating stories in his articles. He wants to travel and party a lot on the weekends, but his guitar, drum set, and volleyball court don’t let him.

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How to Write a Competitive Analysis (with 3 free templates)

“It’s not enough that we win; all others must lose.” – Larry Ellison

Personally, I disagree with Larry, and I think that the focus should be on the customer winning. Hopefully that’s often through your product or service offering, but sometimes your competitors can serve customers looking for a solution better than you can. In those cases, I think all parties (your company, your competitor and your customer) are better served by acknowledging that.

In fairness, Larry Ellison is the fifth richest man in the world, so if that’s how you keep score, he has much more credibility than I. On the other hand, he was paraphrasing Genghis Khan with his quote, so I guess it all depends whom you want to emulate with your marketing.

Learning from the competition

But, whether you agree with Larry or me (or even Genghis), I’m sure that we can all see the value in better understanding what competitors are doing.

So you can conduct a competitive analysis for the obvious reasons — to bludgeon the competition and raze their villages. However, you can also conduct a competitive analysis to help you better communicate with your customers about how you can best serve them (and even tell them what you can’t do ) while perhaps honing the fine art of “coopetition.”

Moreover, a competitive analysis is an especially helpful tool to help you craft your value proposition .

Free competitive analysis templates

To help you conduct a competitive analysis, we’ve created a few free templates loosely based on the Summary Competitive Analyses we conduct for our own Research Partners here at MECLABS .

Competitive analysis presentation

For a slight deeper dive, you can use this PowerPoint template.

Download the MECLABS Competitive Analysis Presentation Template

Competitive analysis Excel template

For a more in-depth look at your competitive landscape, this competitive analysis Excel template might be helpful to you.

Download the MECLABS Competitive Analysis Template

  Download the MECLABS Competitive Analysis Template  (Excel 97-2003 Version)

Very simple competitive analysis

If you’re only looking to get a very simple breakdown about your competitive landscape, you can use this simple Word document.

Download the MECLABS Very Simple Competitive Analysis Template

Even better, you can use these documents to communicate at three levels. While the fields aren’t the same in all of them, the PowerPoint and Word templates are meant to be a summary of the Excel template. So, you can use the Excel template to guide your own competitive analysis, the PowerPoint template to present this analysis to key marketing leaders, and the Word document as a memo to senior business leaders who would be less interested in all of the details.

Getting started

Digital marketing makes conducting a competitive analysis easier than it has ever been. While in the past, your best opportunity might have been to dive into the SEC filings of a public company, and perhaps sign up for their mailing list and buy some data from a business information vendor, now much of the information you need to know is publicly available … even metrics.

You can use social media and product review sites to see what customers think of your competitors, as well as obtain some real metrics on how many followers they have. You can also use sites like SimilarWeb  and Alexa to get a very rough (and let me emphasize, very rough) look at the traffic numbers and patterns for your competitors’ sites.

And, don’t overlook the power of search …

“Start the competitive analysis as if you were a potential customer and a run couple of searches with your popular keywords or using keywords that search engines recommend,” said Ana Gabriela Paez, Associate Director of Research, MECLABS.

“Then analyze companies that appear on paid and natural search results. You may not get all of your possible competitors, but you will get those that are working hard to steal traffic from your site. Sometimes companies will focus too much on reviewing their traditional competitors and forget to frequently monitor search results to see if there are new competitors in the mix or potential new substitutes for your product or service.”

That last point Gaby makes is crucial. After all, your competitors aren’t who you think they are, your competitors are who your customers think they are. So, if your goal is to make the best horse-drawn carriage and that is your only focus, you’ll never see that automobile coming.

And, perhaps most importantly, don’t overlook your own efforts. A competitive analysis is of little practical use if you don’t look at your own products and marketing materials with the same inquisitive eye, and then place your findings side by side with your competitors, stand shoulder to shoulder and see how you match up.

And, while you’re standing next to them, if you follow the teachings of Larry Ellison and Genghis Khan, give them a good, hard kick in the shin.

Related Resources

Gather Competitive Intelligence: 5 Tactics to Research Your Marketplace

Prospect Marketing: Nurturing leads lost to competitors

Competitive Messaging: Tell your customers what you can’t do

Online Reviews: How to start discovering your value proposition with Yelp

About Daniel Burstein

Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.

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Categories: Research And Measurement Tags: competitive analysis , competitive messaging , free tools , Value Proposition

Excel template is composed of xml files and there is no xls document in it.

Am I doing something wrong?

Hi @Ugur Ongor ,

We uploaded the original file, which was created as a .xlsx. If you have an older version of Excel, then you might would have some issues. We have now added the template in a .xls file as well, but there may be some functionality lost with the version differences. I hope this helps.

Let me know if there’s something I else I can do to help.

Great post Daniel. Do you have an email address you could send me to get in touch with you? Thanks, Jason

Jason, You can reach me at Editor AT MarketingSherpa DOT com

Ellison once told his sales force that Oracle’s competitive objective was to “cut off their oxygen,” but the quote you attribute to him was stolen from Gore Vidal (“It is not enough to succeed. Others must fail.”) who said it in the late 1970s.

I have learn several excellent stuff here. Certainly value bookmarking for revisiting. I wonder how so much effort you place to make such a magnificent informative web site.

Very good templates. Any suggestions for technical evaluations of industrial software products? And specially B2B products?

I like these templates very interesting. Please update me with the current ones.

The templates are a fantastic help! Any suggestions or participants occupying the Mobile and or Application Development space?

Thanks for these – very helpful. Do you have any thoughts on the usefulness of a visual competitive mapping vs a more linear competitive analysis? When do you think you should use each one?

Great article!

I think those templates are really good to get a start. But I think competitive intelligence in year 2015 includes a new strong component of monitoring marketing. This necessity comes along with the explosion f marketing channels in the digital world. Its really crucial to keep track of successful campaigns of the competition and to understand what is working within the target audience.

Thanks for reading and commenting Oleksandr. I agree, a competitive analysis isn’t a one-and-done activity. The marketplace is always changing. For example, anyone who conducted an analysis of the grocery marketplace a few months ago would probably be well served by understanding how recent developments change their competitive position in the marketplace.

Peter, I’m a big believer in properly attributing a quote, so thanks for questioning the source.

Based on your comment, I did some further digging, and found this article on Quote Investigator (a website sourced by The New York Times, The Washington Post, and many other publications): http://quoteinvestigator.com/2012/08/06/succeed-fail/

According to the article, the first usage of a pretty similarly phrased idea was in 1959 by Somerset Maugham. Gore Vidal didn’t actually say it (he said the similar “Every time a friend succeeds I die a little.” but in an article by Wilfrid Sheed in The New York Times about Vidal, he uses the similarly phrased idea and credits it to La Rochefoucauld.

And then in 1988 Larry Ellison said, “It is not sufficient that I succeed – all others must fail” and crediting his paraphrase of the quote to Genghis Khan.

While this seems like it’s an authoritative source, I’m not 100% sure if is exactly accurate. I think the big picture is that, while many have had this idea through history, whether the idea started with Genghis Khan, La Rochefoucauld or Somerset Maugham, this is roughly the way Larry Ellison used to subscribe Oracle’s competitive stance.

While I disagree with the extreme nature of this sentiment, I do agree that it is important to keep an eye on your competition. After all, your value proposition is relative to other value propositions in the marketplace and dynamically changes as your competitors’ value propositions change as well.

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How To Create A Best-In-Class Competitor Analysis Report - 20 Best Examples Included

Competition is an innate part of the business. The trends of rivalries between the organizations is not a new thing. Each sector strives for its profitability in the market. And for that, keeping an eye on competitor's metrics is a must. Over the years, businesses have been analyzing their opponents' strengths and weaknesses. This strategy is commonly known as competitor analysis that works exceptionally great for organizations to move ahead of their rivals. With the business competition increasing every day, there is a need for every professional to have a competitive analysis that is more efficient. 

Consumers play a pivotal role in organizations, as they are the ones who are responsible for the shifting metrics. Without a powerful target audience, a company can never grow in the market. While conducting competitor analysis, it is better to observe the opponents’ past as well as the existing customer base. Apart from the audience, the process of competitor analysis covers a myriad of aspects that helps organizations in increasing their profitability. Each strategy that is involved in competitor analysis has its equal importance, which somehow gives companies an idea of how to compete in the market. For assessing and keeping track of the opponents’ steps, it is necessary to create a concise competitor analysis report. Now, it’s easier to make a full-fledged report and move ahead of the competition by utilizing our 20 Best Examples. The examples are explained below via our professionally designed templates. 

Top 20 Templates To Download and Use

Template 1: 

You can take advantage of our well-designed template to showcase the steps involved in competitor analysis. This will help readers to know and understand the strategy that takes them ahead of their competitors. With this template, you can set some amazing examples that explain how to win over the opponents. 

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Template 2: 

In this template, you can give an example of the competitors’ performance report to your employees, pointing out the fields they need to strategize and focus more. The slide is completely editable and designed for your convenience. 

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Template 3: 

Using this content-ready competitor analysis template, you can jot down all the strategies that help your business grow. With the help of our template, create a report on the competitor’s agendas, comparing it with your organizations’ performance. The slide contains the relevant information that serves all your needs. 

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Template 4: 

This complete deck of slides involves the entire framework of competitor analysis. You can highlight the competitor’s positioning in our ready-to-use template. With this, you can compare where you stand in the market. 

Download Competitor Analysis Framework PowerPoint Presentation Slides

Template 5: 

Brand awareness is an important example that you can give your readers with this competitor analysis template. Going through the competitors’ brand positioning report, you can analyze your methods of brand launching carefully. 

Template 6: 

Incorporate our competitor analysis template to make a report, monitoring the cost of your rivals' products and services. Use different colors and styles present in this slide to make your information more interactive.

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Template 7: 

Use this attention-grabbing competitor template to identify the core strengths of your eligible competitors. Using the competitive analysis report template, solve the major problems that obstruct your business productivity. 

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Template 8: 

Take the assistance of this competitor analysis template and track well the performance of your competitors. You can easily focus on the weakness of your competitors and move ahead of them in the market. 

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Template 9: 

Improve your customer service and land more audience than the competitors using this visually-appealing competitor analysis. The slide consists of various high-grade icons and visuals that make your presentation stunning. 

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Template 10: 

You can create the best-in-class competitor analysis report with the help of this attractive template. After designing a report, you can plan the important things that make your business more powerful and stable than that of competitors.

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Template 11: 

Use this competitor analysis template to determine the market demographics of your competitors. By doing this, you can strategize on the aspects that make your business stronger than before. 

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Template 12: 

Utilize this competitor analysis report and update your employees about the economic scenario of the market that enhances your business growth. Use the advanced features and highlights present in this slide to make your information more interactive and understandable.

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Template 13: 

Compare your business productivity graph with your competitors utilizing our easily accessible competitor analysis template. The slide comes up with ample space where you can input the information which you think is beneficial. 

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Template 14: 

With the aid of this beautifully designed competitor analysis template, you can get an idea of where your business is lacking. This template has been designed by our experts, keeping in mind your needs and requirements.

Download Competitive Analysis Showing Competitors Goals Strategies And Reactivity

Template 15: 

Grab this template, create a report on the competitors' web traffic, and later analyze how you can increase the audience on your website. Use the various graphs and icons present in this slide to make your report more meaningful.

Download Competitor Analysis On Page Pr Web Traffic And Benchmarking

Template 16: 

This creatively designed competitor analysis report template helps you in assessing the sales performance of your opponents. The vibrant colors present in this slide will make your information look aesthetically pleasing. 

Download Competitor Analysis PPT Inspiration

Template 17: 

Take the help of our competitor analysis template to differentiate the strengths and weaknesses of your company and the competitors. Using this slide, you can add an attractive backdrop to your information that makes it more recognizable.

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Template 18: 

By using our attractive competitor analysis template, work on your strategic alliances to gain a competitive advantage. Keep your content concise and crisp with the help of this slide. 

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Template 19: 

Take the assistance of our template to work upon the promotional strategies that will help you ace the market. You can quickly design a presentation on the competitor analysis and share it with your senior authorities, letting them know the points that lead your business in achieving the goal. 

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Template 20: 

Employ this template and let your readers know about the importance of competitor analysis. With our intuitively designed competitive analysis template, you can convey your message to the audience graphically. 

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Don’t think of competitors as your threat. Instead, learn from their unique skills and start reshaping your business operations. Adopt a habit of conducting competitor analysis that will take your organization to greater heights!

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Competitive Analysis Report Template

The better you understand your competitors, the better chance you have of standing out against them. How do you evaluate your competitors? By using a competitive analysis report.

A competitive analysis report template can help you identify competitors in your field, as well as analyze their reach, products or services, areas of operation, online presence, and more. Once you understand your competitors’ strengths and weaknesses, you can create strategies that help you bridge the gaps.

Use our competitive analysis report template to:

• Analyze your organization’s target market
• Compare your products or services against competitors
• Create future strategies to build stronger market share

Create a Competitive Analysis Report Template

Use every slide in your competitive analysis report to achieve your goal. Graphics can help illustrate the points you make in your presentation. Pictographs, line graphs, word clouds, Gantt charts, and sales funnels can be added to your competitive analysis report template with just one click. Here is a breakdown of the slides that we used in our competitive analysis report example:

Pro Tips for Building a Competitor Analysis Report Template

Follow these simple tips when customizing your competitor analysis report template.

Provide an overview of your competitors’ revenue, company size, reach, and customer perception. It’ll give your audience an idea of what your organization is up against.

Share buyer personas and industry trends to give your competitive analysis report the proper context.

Make your comparisons and evaluations visually engaging by using the right graphics in your presentation.

Based on your competitive analysis, what are the next steps your company should take? End your presentation with a succinct conclusion and call to action.

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Crafting a Comprehensive Competitor Analysis Report: A Step-by-Step Guide

5 minutes read

Part 1. What Is a Competitor Analysis Report?

A competitive analysis report serves as a strategic blueprint, offering a thorough evaluation of a business's competitive environment. By scrutinizing both direct and indirect competitors, the report facilitates well-informed decision-making, strategic refinement, and the identification of market opportunities and potential threats. This comprehensive document plays a pivotal role in shaping effective business strategies and maintaining a competitive edge in the dynamic market landscape.

Part 2. What Are the Basic Components of a Competitor Analysis Report?

A competitor analysis report typically includes several key components that provide a comprehensive understanding of the competitive landscape. Here are the basic components:

Competitor Identification:

• Clearly list and categorize direct and indirect competitors.
• Provide a brief description of each competitor's core business.

Product or Service Analysis:

• Detail the products or services offered by each competitor.
• Highlight unique features, pricing strategies, and market positioning.

Market Share and Positioning:

• Provide information on each competitor's market share.
• Analyze their positioning in the market and their competitive advantage.

Customer Analysis:

• Analyze customer reviews, feedback, and satisfaction levels.
• Understand the reputation and perception of each competitor in the eyes of the target audience.

Technology and Innovation:

• Assess the technological advancements and innovations adopted by competitors.

Conclusions and Recommendations:

• Summarize key findings and insights.
• Provide strategic recommendations based on the analysis.
• Identify any patents, partnerships, or research and development initiatives.

Part 3. Steps to Write a Competitor Analysis Report

Writing a competitor analysis report involves several systematic steps to gather, analyze, and present relevant information about your competitors. Here is a step-by-step guide to help you create an effective competitor analysis report:

Step 1: Define Objectives

Clearly outline the goals and purpose of your competitor analysis. Identify specific questions and insights you seek.

Step 2: Identify Competitors

Compile a list of direct and indirect competitors in your industry, including major players and emerging competitors.

Step 3: Gather Information

Collect data on each competitor, focusing on key dimensions such as product offerings, pricing, market share, and marketing tactics.

Step 4: Conduct SWOT Analysis

Perform a SWOT analysis for each competitor to identify internal strengths and weaknesses, as well as external opportunities and threats.

Step 5: Analyze Market Trends

Examine industry trends to understand potential impacts on your business and competitors.

Step 6: Evaluate Financial Performance

Analyze the financial statements of competitors, focusing on key metrics like revenue and profit margins.

Step 7: Provide Recommendations

Offer strategic recommendations based on the analysis, identifying areas for improvement and competitive advantages.

Step 8: Create the Report

Organize your findings into a well-structured report, including an introduction, methodology, key findings, analysis, and recommendations.

Step 9: Review and Revise

Review the report for accuracy, coherence, and relevance. Revise as needed to ensure clarity and effectiveness.

By following these steps, you can develop a comprehensive and actionable competitor analysis report that informs your strategic decision-making and helps your business stay competitive in the market.

Part 4. How to Simplify Competitor Analysis Report Writing with Boardmix

Boardmix is an innovative online whiteboard solution that can be used to revolutionize the way you conduct competitor analysis reports. With a plethora of drawing templates at your disposal, Boardmix allows you to visually map out and compare your competitors' strengths and weaknesses with your colleagues in real-time. Unlike traditional methods, Boardmix simplifies the process by providing a collaborative platform where teams can brainstorm, strategize, and analyze together. No more back-and-forth emails or disjointed communication; with Boardmix, everything you need for a comprehensive competitor analysis is right at your fingertips.

Some key features of Boardmix include:

• Collaborative Platform:   Boardmix offers a real-time collaborative platform that allows teams to brainstorm, strategize, and analyze together, enhancing productivity and communication.
• Variety of Drawing Templates:   With an extensive library of drawing templates, Boardmix enables users to visually map out ideas and strategies in a way that best suits their needs.
• Real-Time Editing:   Boardmix's real-time editing feature ensures that every team member can contribute their ideas simultaneously, fostering a truly collaborative environment.
• Easy-to-Use Interface:   Designed with user-friendliness in mind, Boardmix's intuitive interface makes it easy for anyone to start using the tool without any steep learning curve.
• Secure Cloud Storage:   All your work on Boardmix is securely stored in the cloud, ensuring you can access your whiteboards anytime, anywhere.

Step by step guide to make a competitor analysis with Boardmix:

Part 5. Extra Tips and Tricks for Making Competitor Analysis Report

Creating a robust competitor analysis report involves a combination of thorough research, strategic thinking, and effective communication. Here are some additional tips and tricks to enhance the quality and impact of your competitor analysis:

• Focus on Key Competitors:   Prioritize a select number of key competitors to avoid information overload and maintain focus.
• Visualize with SWOT Matrix:   Use a visual SWOT matrix to succinctly present strengths, weaknesses, opportunities, and threats for quick reference.
• Incorporate Visuals:   Enhance readability by including visuals such as charts and infographics to make complex data more digestible.
• Stay Updated:   Regularly update your analysis to reflect changes in the market, industry trends, and the competitive landscape.
• Consider External Perspectives:   Seek external perspectives from industry experts, customer feedback, or reviews to gain a more holistic view of competitors.

Creating a competitor analysis report is an ongoing process that requires regular updates to reflect changes in the market. By following these steps and incorporating real-world examples, you can develop a comprehensive and actionable competitor analysis report that informs your strategic decision-making and helps your business stay ahead in a competitive landscape.

And with a tool like Boardmix , you can make a competitor analysis easily. Start working on Boardmix now!

Join Boardmix to collaborate with your team.

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9 competitor analysis templates (with example data)

Last updated: March 2024

Is competition always a good thing? It can certainly be a motivating factor — pushing you to think more creatively, stretch your limits, and keep growing. This is especially true for product managers . You are constantly working to differentiate your offering from others in the market and deliver greater customer value.

Gaining a deep understanding of your competitors is vital for product success and innovation. Strong competitive research and analysis can help you identify exciting opportunities and safeguard against potential threats. It also informs how you define your product strategy and address customer needs in a better way than competitors.

But understanding your competition takes real effort. A meaningful competitor analysis goes beyond listing out basic offerings and pricing structures — it requires a firm grasp of your market, the competitive landscape within it, and the one-of-a-kind value your product provides.

Done well, competitive research will become an integral piece of your product planning process . But it is important to note that competitors should only help inform your product's trajectory, not dictate it. Instead of making decisions about your product based only on getting ahead of the competition, use your research in conjunction with what you know is best for your customers and your company. What your customers want and need is your top priority — this is what will ultimately help you deliver a lovable product .

There is no way around it — your competitors are a consideration. But this is just one data point to use when you set your own strategy and roadmap. Brian de Haaff Aha! co-founder and CEO

The free Excel and PowerPoint competitive analysis templates in this guide make it easy to organize and communicate your competitive research . They are a huge time-saver. That said, Excel and PowerPoint templates require manual updates and are often disconnected from your daily product work. If you want to quickly capture and share competitive information, use a lightweight whiteboard template from the Aha! template library. If you are ready to go deeper, building product roadmaps , defining go-to-market strategies , and feature prioritization, try Aha! Roadmaps .

Use the template below — with a free trial .

Jump ahead to any section below:

What is a competitor analysis?

What are the types of competitor analysis, how to perform a competitive analysis, whiteboard template, aha roadmaps competitive analysis template, competitive landscape template, competitor profile template, competitor scorecard template, competitor overview template, capability analysis.

Feature analysis template

Imitability analysis template

Competitive differentiation analysis template

A competitor analysis is a useful tool to understand the market landscape. This helps you identify alternative ways prospective customers can solve their problems. It is also a great way to evaluate other vendors' strategies so you can assess their strengths and weaknesses . This gives you important insights into how other companies are trying to provide value to your target buyers.

Your competitive analysis should answer these core questions:

Who are the other companies vying for customers in your market?

What products and services do they offer?

What is each competitor’s market share?

What are their strengths and weaknesses?

How do your own products and services compare?

How can you differentiate your products and services?

Product and marketing teams use these findings to inform their strategic plans and determine what will make their product a success. It allows you to formulate an approach that considers the strengths and weaknesses of your own offering relative to the competition.

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50+ guided templates for product teams

There are many different types of competitor analysis. When considering which template to use, it is important to think about the factors you want to analyze and how you will share your findings.

Listed below are the pre-built examples included in this guide.

Surpass your competition by using these carefully selected templates to see where your product fits in the market.

Conducting a competitive analysis pushes you to consider all options available to your prospective customers. Through this research, you can ensure product differentiation and establish a sustainable competitive advantage.

Before we dig into the templates you can use to display these valuable findings, here are the basic steps involved in performing a competitive analysis .

Establish a list of direct and indirect competitors

Direct competitors offer a similar type of product within the same market. Indirect competitors offer a different type of product that serves the same need.

Research your identified competitors

Compile information by exploring the company's website, customer and product reviews, social media, financial information, sales collateral, videos, and press releases.

Test the product yourself

Sign up for a free trial or tour of the product. Experiment with the functionality and test run the features.

Document the user experience

Study the product's UX and empathize with the customer. Go through the steps and identify usability pros and cons.

Identify your competitor's vision and positioning

What do your competitors aim to achieve? Why does their product exist? How do they describe their offering in the market?

Define the differentiators

What distinguishes their product in the market? How do they stand out? Where do they fall short?

Create a competitor analysis report

The templates below provide a great starting point. Share your report with the product, sales, and marketing teams.

Maintain & update report

Make this process part of your strategic product planning. Assign a point person to keep the report updated throughout the year.

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This whiteboard template in Aha! software lets you conduct a detailed competitor analysis in a streamlined view — so you organize key observations about multiple competitors in one space. Use sticky notes and sliding scorecards to help uncover opportunities to make your product stand out. Plus, since it is a whiteboard template, this one is great for collaborating live with your team.

Start using this template now

Use the Aha! Roadmaps competitive analysis template to track key competitors across your workspace hierarchy. Quickly capture important information including revenue, workforce, and product positioning. Then create a competitor chart — showing exactly how your products stack up — and share competitor profiles in an Aha! Roadmaps presentation . Maintaining competitor profiles in the same tool you use for roadmapping helps integrate strategic thinking into your planning process.

This PowerPoint template makes it easy to visualize your competitors in a single view. It is the perfect way to position the key players in the market and how they relate to each other. It is useful, for example, when you need to provide an overview of your competition to executives or advisory boards. You can easily customize the titles for each quadrant and change the values on the x and y axis to align with how your company assesses the market.

This Excel template makes it easy to build a detailed profile for each of your main competitors. It is great for capturing a wide range of information about their organization, customers, and products.

A well-defined competitor profile gives internal teams — such as marketing and sales — a better understanding of who they are up against. It provides insights into the strengths and weaknesses of each competitor so the team can position their own offering as the better solution to prospective customers.

Create a competitor scorecard to rank your competitors and measure the threats they represent to your business. It is a great way to assess your competitors using a consistent set of scoring metrics.

You decide which attributes you want to score. For example, you can assess organizational attributes, such as market awareness or ability to execute. Or you can rank product attributes, such as ease of use, unique features, and quality. This Excel template also provides a weighted scoring approach so you can rank the relative importance of each attribute from the customer's perspective.

Use this worksheet to gather important information about all of your competitors in one place. It allows you to capture details about each company, product, and their go-to-market strategies .

This Excel template is a useful tool to organize your research so you can easily find and access the information you need. It serves as the foundation of your competitive analysis and provides a consistent way to collect and analyze key data.

A capability analysis allows you to assess how your product and team compares to a competitor's. It is a great way to analyze the collective skills, abilities, expertise, and even how product features match up. This Excel template helps you define what your organization is good at and where you can improve. It also lets you rank the relative importance of each capability to customers. This keeps you focused on how effectively you are solving the customer's problem .

Features analysis template

Use this features analysis PowerPoint template to create a detailed comparison of the features that each product includes. It allows you to conduct a thorough assessment of competitive products so you can see how your own offering stacks up.

This helps you identify features that are unique to your product as well as any gaps in relation to what your competitors offer. A common approach is to use Harvey Balls to show the degree to which each feature is complete. This makes it easy for internal teams to understand the relative strengths and weaknesses of their product from the customer's perspective.

Imitability ladder template

The imitability ladder PowerPoint template helps you determine the uniqueness of your offering. It is a great tool to help you assess how easily your tangible resources (financial, physical, technological, and organizational) and intangible resources (human, innovation, creativity, and reputation) can be imitated. This helps you understand your competitive advantage and identify existing and potential weaknesses in your business strategy.

This PowerPoint template helps you define a product strategy that will set your company apart from the competition. It is perfect for identifying the basic, expected, augmented, and potential benefits of your product.

This makes it clear where you need to add value to your solution so you can create customer delight and lasting competitive advantage. You can include functional features and non-functional features (such as design or branding) that differentiate your product from competing solutions.

Staying informed on what options your current and prospective customers have will help inform your long-term product strategy. Remember to regularly update your competitive analysis and corresponding business models. This will help you identify changes in the market and respond quickly to new challenges and opportunities.

By integrating competitive research with a deep understanding of your goals and customers' needs, you will be in a strong position to make your offering a success.

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Competitor Analysis Slide Template [Free & Customizable]

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Our competitor analysis slide is available for download.

Competitor Analysis Template for Powerpoint

Our competitors slide template serves as a visual summary of your market research, highlighting your competitors’ strengths and weaknesses compared to your own offering. The template slide can be easily dropped into your PowerPoint pitch deck, as well as other tools like Google Slides.

Regardless of whether you’re actively presenting a pitch deck to investors or early contributors to your business venture, fleshing out a competitive analysis PowerPoint slide is a productive exercise. You never know when you’ll need to lean on such a slide—even if just to create a future reminder for yourself of where your head was at in the early days of building your business.

Competitor Analysis Examples

You may be wondering: how can such a simple competitive analysis slide be so useful? The reality is it’s incredibly hard to capture market share. It takes lots of focus for a company to compete on any one dimension. Committing to being the market leader in two dimensions is an excellent starting point.

Don’t just take it from us. The early competitor analyses from Airbnb and LinkedIn shed some light on how it’s done correctly. The following are real life examples from the companies’ early days, pulled from investor pitch decks.

Aribnb’s Competitor Analysis Slide

Competitors slide for Airbnb.

With Airbnb’s competitive analysis slide, we see two dimensions: price (affordable vs. expensive) and transaction type (offline vs. online). Dubbed “AirBed&Breakfast” in its early days, Airbnb stood out from its competitors by offering an affordable lodging service that heavily leveraged an online platform for transactions. At the time, Aribnb’s place as a leader in these two dimensions made it clear how they had a competitive advantage. 

Articulating its attractive positioning in the competitive landscape shaped Airbnb’s ability to attract investors, early employees, and ultimately, customers who benefited from its value propositions.

LinkedIn’s Competitor Analysis Slide

LinkedIn’s competitor slide from their original pitch deck.

With LinkedIn’s early competitors slide, the social media powerhouse leveraged two dimensions: focus type (social vs. professional) and platform type (software vs. website). At the time, a professional networking website was an innovation that—as history would show—enjoyed a well-received place in the market.

Once again here, we see the power of excelling in just two market dimensions. How many of the other logos do you recognize in this graphic? Probably not many! This highlights just how difficult it can be to achieve longevity in the market—and why your go-to-market strategy must consider your competitive advantages.

Three Tips for The Competitive Analysis Template

Whether you’re aiming to use our competitor analysis template for PowerPoint, Google Slides, or another presentation platform, it’s important to study how to use it correctly. Here are three pro tips for using our template to its fullest potential.

1. Dive Into Your Market Dynamics

When crafting a competitive analysis pitch deck slide, think deeply about your market. Your slide has limited space and the X- and Y-axes should effectively highlight the most significant opportunities for your business. This requires a careful selection of your dimensions, which should be based on extensive research and a comprehensive understanding of your market.

To identify some worthwhile dimensions, consider a variety of research methods:

• User or Customer Interviews: Engage with people in your target market, especially if you have pre-existing relationships in your industry. First-hand feedback is invaluable.
• Consult with Industry Experts: Leverage your network or utilize professional groups to gain insights from those with deep industry knowledge.
• In-depth Market Reports: Utilize resources from investment banks, consulting firms, and research companies to understand broader market trends and dynamics.
• Analysis of Current News: Stay updated with the latest news and trends relevant to your market with an eye toward emerging competitive advantages.

By casting a wide net in your research, you can develop a well-rounded view of the market. A comprehensive understanding is essential in identifying the dimensions that are most critical for your business, ensuring your competitive analysis slide is both impactful and informative.

2. Refine Your Competitive Edge

When defining the unique aspect of your business in a competitor analysis slide, it’s common to consider competing on price. However, we recommend thinking beyond this and exploring other dimensions of differentiation. Focusing solely on price may raise concerns among stakeholders—especially investors—about the sustainability of your profit margins.

To diversify beyond price as your competitive dimension, here are some recommendations:

• Customer Segmentation : Investigate whether your business is attracting a new market segment. For instance, is your product designed for an underserved audience? Think back to our LinkedIn example. The professional/business audience needed an accessible form of social media, and LinkedIn filled that need better than anyone else.
• Product Features : Assess if there are unique and distinct features in your product. Airbnb, for instance, initially set itself apart with its end-to-end online booking experience—a novel feature at the time.
• Business Model Innovation : Consider if your business introduces a new model in your industry. For example, could you be the pioneer of a subscription model in your market category? The past decade saw hundreds of success stories of companies that did exactly that.

By thoroughly evaluating these dimensions, you can identify a more robust and sustainable competitive edge for your business—one that resonates with stakeholders and gives you a distinct position in the market.

3. Remember, You Can Always Expand Your Analysis

As your business grows and/or pivots, you may find that the simple 2×2 analysis needs to go a bit deeper. To account for more nuances and a wider set of dimensions, we recommend an expanded competitive analysis tool called the Harvey Balls , which looks something like this:

For even more templates that may help you on your competitor analysis journey, check out some of our other favorites:

• Go-To-Market template
• McKinsey-style Consulting PowerPoint slides
• 30-60-90 day template

For those looking to build a more robust business acumen, we also recommend downloading the syllabus for our Business Intensive. We teach 8 core business skills in 6 weeks via our micro MBA . You’d be hard-pressed to find a more efficient and cost-effective way to level-up your business skills!

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Free Competitor Analysis Presentation Templates

Outsmart the competition get free competitor analysis powerpoint templates and google slides. dive deep into their strengths and weaknesses, compare features, and win the market easy-to-edit layouts, beautiful graphs, and clear visuals. just add your info and shine explore our free library of stunning slides to master your competitor analysis.

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What is competitor analysis.

Finding competitors in your business and learning about their various marketing methods is conducting a competitor analysis, also known as a competitive analysis. You can compare this data to your competitors to determine your company's advantages and disadvantages.

What are Competitive Analysis Templates?

These template aids in the data visualization of market research concepts and goals. The teams can create more effective plans to fend off competitors.

Where can we use these Competitive Analysis Slides?

A key element of company strategy is competitor analysis. You can use competitive analysis to add flair to PowerPoint presentations that discuss and analyze competitors.

How can I make Competitive Analysis Slides in a presentation?

A presenter can create slide layouts to provide a competitive analysis by condensing and evaluating everything. To expedite your work, you can also use pre-made slides with eye-catching graphics.

Who can use these Competitive Templates?

Presenters can use these slides to discuss issues such as rival ranking, revenue computation, profitability, competitive content, and intensity of rivalry marketing approach.

Why do we need to use Competitive Analysis slides?

With the help of these slides, you may give a general summary of the profits, market share, and customers ’ perceptions of your rivals.

Where can I find Competitive Analysis templates for free?

As most services offer free templates, acquiring them is simple. One of the well-known websites for finding free slides is Slide Egg. Visit right away to access thousands of stunning slides.

Competitor Analysis

What do you think of this template.

Product details

A competitive analysis is a critical part of your company marketing plan. With this evaluation, you can establish what makes your product or service unique–and therefore what attributes you play up in order to attract your target market.

Evaluate your competitors by placing them in strategic groups according to how directly they compete for a share of the customer’s dollar. For each competitor or strategic group, list their product or service, its profitability, growth pattern, marketing objectives and assumptions, current and past strategies, organizational and cost structure, strengths and weaknesses, and size (in sales) of the competitor’s business. Answer questions such as – Who are your competitors, What products or services do they sell, What is each competitor’s market share, What are their past strategies.

A quick and easy way to compare your product or service with similar ones on the market is to make a competition grid. Down the left side of a piece of paper, write the names of four or five products or services that compete with yours. To help you generate this list, think of what your customers would buy if they didn’t buy your product or service.

Across the top of the paper, list the main features and characteristics of each product or service. Include such things as target market, price, size, method of distribution, and extent of customer service for a product. For a service, list prospective buyers, where the service is available, price, website, toll-free phone number, and other features that are relevant. A glance at the competition grid will help you see where your product fits in the overall market.

Discover your company’s competitive advantage and gauge how your company can have an edge and top the competition. The Competitor Analysis PowerPoint Template helps you to discover your company’s competitive advantage so that your company can attract the target market through the right strategy.

In the template, each competitor is given a color code for easy discovery and comparison. The template compares your competitors and rates their management, negotiation, and presentation. With the competitor segmentation slide giving you an insight into your competitor’s share of the market, you are able to see their portion and how they rank.

The segmented, color-coded circle representing the market in the last slide maps to the market share owned by the competition. The competitor analysis template is 100% editable and customizable as per your requirements. You can modify the color, text, resize icon and shape to suit your preference.

This template will be primarily useful for marketers and sales managers. You can brainstorm together and identify the competitive advantages of your product. The slides in this template will help you immediately identify the weaknesses of your product and you can develop an action plan to address the weaknesses of your product compared to the competition. This template will also be useful for startups when preparing to meet with business angels or potential investors. Product managers can use this template when preparing a presentation for a new product to market. For example, you can specify what sales of a product are expected in the first months of sales and what main competitive advantages your product has over similar products in this market.

Use the competitor analysis template to analyse your competition and know how to strategies and leverage your competitive advantage in the marketplace. Ideal for marketers, strategic planners, entrepreneurs, business owners, startup founders, product managers, business analysts, etc.. The competitor analysis template is a unique and impressive presentation template that will help you create an engaging presentation from start to finish.

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Competitor Analysis PowerPoint Template

Number of slides: 9

No matter in which industry the company operates, competition is inevitable. In order for the business’s operations to be successful, it has to know its competitors well. Once you know what the competitors have to offer, you can come up with a better strategy and take over the customers. This template will enable you to derive a thorough analysis of the competition in order to successfully profit from your products and services.

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Free Template for Marketing Analysis

Competitor analysis 6 steps slide.

Before you derive a strategy to steal the customers from the competition, you need to analyze them in detail. This slide will enable you to conduct a successful strategy which will be very comprehensible and appealing to every audience. You can easily identify the competitors, do an on-page analysis, do a backlink and PR Analysis, rank the competitors, analyze the competitors’ traffic and benchmark the competitors.

Identifying the Competitors Slide

Usually, one company has more than one competitor. Because of that, you will need to thoroughly analyze each of them and outline their characteristics. This slide will enable you to separately describe each of the competitors. Also, you will be able to easily edit it and update it when needed.

Ranking of Competitors Slide

Once you determine your biggest competitors, you can use this slide to properly rank them. You can define which company is your strongest competitor and can compare it to your company. You can clearly list all of the pros and cons of the competitor and determine how you will be able to take over their customers by providing better value for them.

The competitor analysis template is perfect for deriving a perfect strategy on how to beat the competition

The competition is inevitable and you need to know it well before you can make any profits in the industry.

You can successfully analyze the competition in 6 steps

The 6 steps are simple and comprehensible and therefore, easily applicable to every company and industry.

This template will enable you to identify the competitors and appropriately rank them

Once you determine your position compared to the competitors, you will be able to provide better value to the customers.

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Competitive Analysis for Marketing

It seems that you like this template, competitive analysis for marketing presentation, premium google slides theme, powerpoint template, and canva presentation template.

To effectively strategize and outperform in the market, you need valuable insights into your competition's strengths, weaknesses, opportunities, and threats (did we just mention "SWOT" by chance?). More than that, you need a competitive analysis. This comprehensive template is designed to help you present a thorough analysis of your competitors, enabling you to identify gaps, spot trends, and make informed decisions to gain a competitive edge. The slides alternate between dark backgrounds and light backgrounds, and has a series of editable resources of various kinds.

Features of this template

• 100% editable and easy to modify
• 35 different slides to impress your audience
• Contains easy-to-edit graphics such as graphs, maps, tables, timelines and mockups
• Includes 500+ icons and Flaticon’s extension for customizing your slides
• Designed to be used in Google Slides, Canva, and Microsoft PowerPoint
• 16:9 widescreen format suitable for all types of screens
• Includes information about fonts, colors, and credits of the resources used

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Competitive analysis: What is it and how to do it

June 24, 2024 | 7 minute read

No matter what kind of business you run, your customers may consider many options for buying what you sell—whether it's from similar businesses in your area or a distant, online competitor. Consider that an exciting challenge: Knowing the playing field can help you stay ahead of competitors and position yourself to stand out from the crowd—and that's where doing a competitive analysis proves valuable. 

What is a competitive analysis?

A competitive analysis is a process to help you understand who your most important competitors are, what products and services they sell, and their sales and marketing strategies. It can allow you to see how your business compares to similar ones and make more informed decisions about how to stand out. It's easy to get carried away with enthusiasm for your business ideas, but customers have to be excited about your brand, products or services, too, or they won't be willing to buy.

"Many small business founders forget about how they are going to be distinct. How are they different from their competition?" says Dave McLurg, Co-founder and Chairman of the venture capital firm Griffin Phoenix Capital in Scottsdale, Arizona. "A competitive analysis will help you find out who your competitors in the marketplace are and what they do—and then take a look at the key elements of how you differentiate yourself."

How can a competitive analysis help you?

A competitive analysis can give insight into the competitive landscape where you operate your business. It will help you identify:

• Common practices in your industry . Knowing how competitors handle factors such as post-sale interactions, like returned purchases, and how quickly they serve customers, may point you to opportunities to stand out by offering better options. Be sure to look into the reasons certain practices may be sub-par. For instance, if customer service is poor in your industry, is it because of a lack of training, which is fixable, or the labor shortage, which could be harder for you to resolve?
• Trends that may affect your industry in the future. For example, if your competitors are moving the process of returning purchases online, you'll want to consider that in your plans.
• Gaps in the marketplace. If no one is addressing certain needs among your customers, you may be able to provide a solution. "You've got to determine if it's possible in the marketplace," says McLurg. If an existing challenge will be too costly to tackle, you may need to look for other gaps to address so you can stand out.
• Whether your hunches are correct. "A lot of business owners make assumptions that their product is one the marketplace wants, and people will pay a certain price for the product, and you want to validate those assumptions as fast as you can," says McLurg. "Many businesses fail because they don't do that homework."

What should be included in a competitive analysis?

There's no one way to do a competitive analysis. Generally, you'll want to research and determine:

• Who your top five to seven competitors are
• What they sell: Take stock of your rivals' competing products and services, the features of their offerings, how these solve customers' problems, and the target audience.
• How they market it: Determine where they are marketing their offerings, their advertising strategies and their most important marketing channels.
• What their pricing and shipping policies are: How do their prices stack up against other rivals? Have they positioned themselves at the high end, the low end or somewhere in between?
• How they use social media: Check out the platforms they are on, their posts and their engagement. Make sure you consider their blogging strategy, ebooks and white papers, videos, podcasts and other formats they use.
• Plus, any other factors that help you determine their strengths and weaknesses: Look into awards and distinctions they've won and check out comments their customers made for insights to where they stand out and where there are opportunities for you to offer better alternatives.

Let's take a deeper dive:

Competitors

You'll want to identify the major players in your industry who run both brick-and-mortar businesses in your geographic area and online rivals targeting the same customers. Make sure they are very similar for the best insights. If, for instance, you sell gourmet sandwiches to customers who value quality above all, analyze what other high-end sandwich shops are doing—and skip the fast-food chains where speed, convenience and price are paramount. Gather details such as their market share, date founded, number of employees and number of customers if you can find it.

Competing products and services

Take stock of what offerings your rivals are selling, and which ones are most popular. You can do your research through on-the-ground methods, like purchasing from them, or through online research, which may point you to items that are "going fast" or have many positive reviews.

• "What's key when you're doing a competitive analysis is to look through the lens of your target customer to determine what key factors they care about," Dave McLurg, Co-founder and Chairman of the venture capital firm Griffin Phoenix Capital

Marketing and sales channels

There are many ways competitors may spread the word about what they sell. These may include traditional advertising and marketing methods such as print advertising, billboards, and local TV commercials; a public relations campaign featuring them in local media; content marketing through a blog on their website or email newsletter; or paid online marketing through search engines or a platform such as Amazon, where you'll gain insights about rival brands through online reviews. Taking stock of the methods used will likely spark some creative ideas for your own business.

Social media

Chances are some of your competitors use social media marketing, whether its YouTube, Instagram, TikTok, or other platforms. They may use organic, free postings and paid promotions. By searching for their brands on popular channels, you'll get an idea of where you need to show up and catch customers' attention.

Be sure to look at social media comments about their brands and "likes." This may point you to untapped opportunities to excel and differentiate yourself. For instance, even if your rivals are doing a great job of marketing themselves on social media, they may receive a lot of online complaints about the timeliness of their deliveries. That could mean you stand out simply by delivering your orders on time.

Other factors

If your competitors receive third-party validation for the work they do—such as awards for outstanding customer service or innovation—this gives you an idea of the standards you need to meet to compete with them. Also look for certifications they have received for meeting environmental standards, running an equitable workplace, or other factors that customers may value. Usually, you can find these accolades on their websites or in their press releases online.

How to organize a competitive analysis

To make sure your competitive analysis is thorough and organized, use a spreadsheet to compile your findings.

• In a basic competitive analysis, list all your competitors who offer a similar product by brand name down the left margin, and then, across the top, list areas of comparison—such as product features, quality, pricing, ease of use, marketing strategies and customer service.
• Make notes on the sheet to compare how rivals handle each of these key areas. For instance, under marketing, you might note "email and website" for one competitor and "YouTube" for another.

Once you're done, you can use your findings to identify gaps to address and come up with a unique strategy for establishing or growing your business.

When should you do a competitive analysis?

A competitive analysis can come in handy if you start a new business and are looking for a unique niche or are looking to stay on top of trends that may influence an existing business's future growth.

It can also be helpful if your sales have suddenly slowed, and you're not sure why. By studying what both successful and unsuccessful competitors do, you may be able to find areas of improvement for your business.

A competitive analysis can also help if you're concerned about staying ahead of trends, such as artificial intelligence, that could either help your business grow or make your business less relevant in the future—while you still have time to do something about it.

Use a competitive analysis to position your business for the future

There's no one-size-fits-all way to create a competitive analysis, but by understanding the market for what you sell—and potentially where you could stand out—you can avoid a dead end and potentially find niches to better position your business for growth.

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