A structured spreadsheet for tracking competitors — overview, feature comparison, pricing, strengths & weaknesses, and strategic implications. Pre-built columns, ready to fill in. Free download.
Each section is a separate tab in the spreadsheet with pre-built column headers. Preview the fields below.
A one-page snapshot of each competitor — who they are, who they serve, and where they're heading.
Start with 3–5 direct competitors. Add 1–2 adjacent or emerging players you're watching. Don't overthink it — you can add more later. Use the Competitor Overview tab to capture the basics.
List 10–15 features that matter to your buyers. Mark each competitor as Have it, Building it, or Gap. This surfaces where you're ahead, where you're behind, and where there's whitespace.
Visit each competitor's pricing page. Record the model, tiers, and any recent changes. Pricing moves are one of the strongest competitive signals — track them over time.
Pull from G2 reviews, sales call notes, customer interviews, and public content. Be honest — the goal is clarity, not comfort. Focus on what customers actually say, not what you assume.
This is the most important section. Translate your analysis into action: what should you build, change, or watch? Assign owners and deadlines. Review quarterly at minimum.
PMs keep competitor info in Notion docs, Slack threads, random spreadsheets, and their own heads. This template puts it all in one structured place — so your analysis is shareable, updatable, and actually used.
Every field exists because it drives a product decision. No filler, no enterprise-consulting bloat. Five sections, each with a clear purpose — from competitor overview to strategic implications for your roadmap.
Competitive analysis isn't a one-time exercise. The template includes 'last updated' and 'next review date' fields on each section so you can maintain a cadence — quarterly at minimum, monthly for fast-moving markets.
The template captures your competitive landscape. Signal Brief delivers 5 new AI tools every weekday — including tools your competitors are shipping. Use the template to track; use Signal Brief to stay ahead.
The template captures your competitive landscape. Signal Brief keeps you ahead of it — 5 vetted AI tools in your inbox every weekday, before 8 AM. Including tools your competitors are shipping. Start your 7-day free trial. $10/month or $96/year, cancel anytime.
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The template is a structured spreadsheet (CSV/XLSX-compatible) with five tabs — one for each section: Competitor Overview, Feature Comparison Matrix, Pricing Comparison, Strengths & Weaknesses, and Strategic Implications. Each tab has pre-built column headers and example rows so you can start filling it in immediately. It works in Google Sheets, Excel, Numbers, or any spreadsheet tool.
The AI Tools Report is a landscape of 50+ AI tools for PMs — it maps the tool ecosystem. This competitive analysis template is a working document for tracking your specific competitors — their features, pricing, strengths, and strategic implications. They serve different needs: the report helps you discover tools; the template helps you analyze your market. Many PMs use both.
You'll receive the template and a short nurture sequence (3–4 emails over a couple of weeks) with additional PM-focused competitive intelligence insights. You can unsubscribe at any time. We never sell or share your email — see our privacy policy for details.
We recommend a quarterly full review and a lightweight monthly check-in on pricing and feature changes. For fast-moving markets, a biweekly scan of competitor changelogs and pricing pages is ideal. The template includes a 'Last updated' and 'Next review date' field on each section to help you stay on a cadence.
The template structures your competitive analysis. Signal Brief delivers 5 new AI tools every weekday morning — including the ones your competitors are shipping. 7-day free trial, then $10/month or $96/year. Cancel anytime.