Competitor analysis template for founders

Step 1: pick the right five competitors

Track five, not fifty. Include:

• The category leader — the name customers mention first. You are measured against it whether you like it or not.
• The cheapest option — including spreadsheets, templates, or doing it manually. "Do nothing" is a competitor.
• The closest match — whoever solves the same problem for the same customer you want.
• The new entrant — the recently funded or fast-growing player. They show where the category is heading.
• The indirect alternative — a different kind of product that budgets get spent on instead (an agency, a freelancer, a course).

Step 2: fill in one row per competitor

Copy these fields into a spreadsheet and complete one row per competitor. Every cell needs a source — a pricing page, a review site, a help doc — not a guess.

• Product and promise. Their one-line pitch from the homepage, in their own words.
• Target customer. Who the testimonials and case studies feature — that is who they actually serve.
• Pricing. Entry price, main plan, and the unit they charge on (per seat, per project, flat). Screenshot the pricing page with the date.
• Free tier or trial. What a customer can get without paying — this sets the floor for your own offer.
• Top three complaints. From G2, Capterra, Reddit, or app-store reviews, sorted by how often they repeat. Repeated complaints are your openings.
• Main channel. Where their customers come from: search, ads, partnerships, communities, outbound. Their job postings often reveal this.
• Moat. What would be hard for you to copy: brand, data, integrations, a community, a sales team.

Step 3: score yourself against each one

For each competitor, answer three questions honestly: Where are they stronger? Where are you (or will you be) stronger? Why would their unhappy customer pick you instead of the next alternative? If you cannot answer the third question for at least two of your five competitors, your positioning is not differentiated yet.

Step 4: turn the table into a positioning statement

The analysis is done when you can complete this sentence: "For [specific customer] who wants [outcome], we are the only option that [difference], because [proof]." Every part should trace back to a row in your table. If the difference column is empty, that is the finding — and it is cheaper to learn it now than after building.

Mistakes to avoid

• Comparing feature lists only. Features are copyable; distribution, price, and trust are the real battlegrounds.
• Ignoring "do nothing." Most ideas lose to the customer keeping their current workaround, not to a rival product.
• One-and-done research. Re-run the table every few months — pricing and positioning shift fast in young categories.
• Unsourced claims. A competitor table built on vibes will mislead your pricing and your pitch. Attach a link to every cell.

Do it the fast way

Marketproof's evaluation includes a competitor comparison built on this template: enter a competitor's product and pricing and the AI shows how your idea stacks up, with cited sources. Run a free evaluation, or pair this template with the TAM, SAM, SOM worked example to size the prize before you fight for it.