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Free competitor analysis template.
. Analyze pricing, positioning, marketing channels, strengths, weaknesses, and find gaps in the market to exploit.
You don't need to outspend your competition — you need to out-know them. This template helps you systematically analyze competitors and find gaps in the market you can exploit.
Direct competitors (same product, same audience) + indirect competitors (different product, same audience).
Spend 1-2 hours per competitor. Use the tools above. Be thorough but focused.
Score each competitor (and yourself) on the 10 factors. Identify your strengths and gaps.
Where are ALL competitors weak? That's your opportunity. Underserved segments, missing features, poor UX.
Based on gaps, define 2-3 things you do differently/better. Make this your core positioning.
Google Alerts, social follows, quarterly re-analysis. Competition changes — so should your strategy.
Look for: Product lineup, bundles, upsells, cross-sells
Look for: Pricing page, hidden fees, free trials, money-back guarantee
Look for: Unique features, integrations, technology advantages
Look for: Review sites, Reddit, Twitter complaints, support forums
Look for: Feature request forums, negative reviews, community discussions
Look for: Homepage headline, ad copy, social media bio
Look for: Case studies, testimonials, ad targeting, content topics
Look for: Blog frequency, topics, social media content types, video
Look for: Paid ads (FB, Google), SEO, email, social, partnerships
Look for: Tone of website, social posts, support interactions
Look for: Use Ahrefs/SEMrush. Top 20 organic keywords, search volume.
Look for: SEMrush/SimilarWeb estimates, growth trend
Look for: Moz DA, Ahrefs DR. Compare to yours.
Look for: Top referring domains, guest posts, PR mentions
Look for: PageSpeed Insights score, Core Web Vitals
Look for: Instagram, X, LinkedIn, TikTok, YouTube subscribers
Look for: Likes/comments per post divided by followers
Look for: Top posts, viral content, most commented topics
Look for: Community size, activity level, member satisfaction
Look for: Response time, tone, resolution rate on social
Look for: Funding data, job listings, team size, pricing x est. customers
Look for: Crunchbase, LinkedIn, bootstrapped vs. VC-backed
Look for: Integration partners, affiliate programs, co-marketing
Look for: LinkedIn jobs page — hiring = growing, layoffs = trouble
Look for: Network effects, brand, technology, data, switching costs
| Feature | You | Comp 1 | Comp 2 | Comp 3 |
|---|---|---|---|---|
| Core Product QualityRate 1-10 on product functionality and user experience | __/10 | __/10 | __/10 | __/10 |
| Pricing CompetitivenessRate 1-10 on value for money compared to alternatives | __/10 | __/10 | __/10 | __/10 |
| Brand RecognitionRate 1-10 on brand awareness in target market | __/10 | __/10 | __/10 | __/10 |
| Content MarketingRate 1-10 on content quality, frequency, and SEO | __/10 | __/10 | __/10 | __/10 |
| Customer SupportRate 1-10 on response time, helpfulness, channels | __/10 | __/10 | __/10 | __/10 |
| User Experience (UX)Rate 1-10 on website/app design and ease of use | __/10 | __/10 | __/10 | __/10 |
| Social Media PresenceRate 1-10 on engagement, consistency, growth | __/10 | __/10 | __/10 | __/10 |
| Innovation / R&DRate 1-10 on feature releases, staying ahead of trends | __/10 | __/10 | __/10 | __/10 |
| Customer LoyaltyRate 1-10 on retention, NPS, community strength | __/10 | __/10 | __/10 | __/10 |
| Market PositioningRate 1-10 on clarity of positioning and differentiation | __/10 | __/10 | __/10 | __/10 |
| Tool | Free? | Use Case |
|---|---|---|
| SimilarWeb | Yes (limited) | Traffic estimates, traffic sources, audience demographics |
| SEMrush / Ahrefs | Free trial | Keyword rankings, backlinks, paid ads, content gaps |
| SpyFu | Yes (limited) | Competitor PPC keywords, ad history, SEO rankings |
| BuiltWith | Yes | Technology stack — what tools/platforms they use |
| Wayback Machine | Yes | Historical website changes, pricing changes, messaging shifts |
| Social Blade | Yes | Social media growth trends, follower history, engagement |
| Google Alerts | Yes | Monitor competitor mentions, news, blog posts in real-time |
| Glassdoor | Yes | Company culture, employee reviews, salary data, hiring trends |
Get our free guide with AI tools for deeper competitive intelligence.
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SimilarWeb provides traffic estimates for free, Google Alerts monitors competitor mentions, BuiltWith reveals technology stacks, Social Blade tracks social media growth, and Wayback Machine shows historical website changes and pricing shifts.
Score competitors and yourself across 10 key factors on a 1 to 10 scale. Look for areas where all competitors score low, as these represent underserved segments, missing features, or poor user experiences you can exploit.
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