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Competitor Analysis Report

Document template for Google Docs and Word

Make a copy in Google Docs
Type
Document
Price
Free
Pages
8 · US Letter
Style
Modern
Difficulty
Beginner
Updated
October 31, 2026

Every page (8)

Overview

Most competitor reports stop at a feature grid nobody trusts. This template puts the answer first, then walks from the competitor set and a price-versus-depth positioning map to a scored comparison, the gaps you can exploit and a risk register with owners and review dates.

The sample follows Elmstead Media, a fictional planning tool for marketing teams, against four rivals it meets in deals. It shows win rates, prices, review scores and weighted criteria that add up. Replace the competitors with the ones your sales team meets, then re-score the criteria with what buyers say.

Useful for

  • A product marketing manager preparing a positioning refresh before the next planning cycle
  • A sales enablement lead building a battlecard from lost-deal conversations
  • A founder checking pricing against nearby rivals before an annual price change

What's included

  • Summary page with headline figures, four numbered findings and a recommendation band
  • Competitor table and price-versus-depth positioning map with commentary
  • Profile page: a question-and-answer spotlight on the rival you meet most, plus a stat strip
  • Side-by-side comparison with a weighted score and a recommendation callout
  • Gaps article, a risk heat map and a register with owners, ratings and responses
  • A make-it-yours page with five steps for replacing the sample content

How to use it

  1. 1

    Click Make a copy in Google Docs, then confirm on the Google page. The copy is saved to your own Google Drive.

  2. 2

    Replace the four rivals with the competitors your sales team meets, and move each dot on the positioning map to match real price and depth.

  3. 3

    Swap in the criteria buyers use in evaluations, weight them, and date-stamp every price and feature claim with its source.

  4. 4

    Fill the win and lose themes from at least three lost deals, then turn the gaps into three actions with owners and a review date.

  5. 5

    Delete the Make it yours page, then share the report with your team or present it.

What you need

Requirements

  • A Google account with access to Google Drive

Works with

  • Google Docs
  • Microsoft Word (download the .docx)

Questions

How many competitors should I include?

Four to seven is enough. Pick the rivals your sales team meets in real deals, not every company in the category, so the comparison reflects what buyers actually weigh up.

Where should the numbers come from?

Use independent sources: review sites, public price pages, win and loss notes from your CRM, and buyer interviews. Avoid rival marketing copy, and date every claim.

Is the Elmstead Media analysis real?

No. Elmstead Media, the rivals, the people and every price, rating and win rate are fictional sample data. Replace all of them with your own research before sharing.

  • #competitor-analysis
  • #competitive-analysis
  • #market-research
  • #positioning
  • #battlecard
  • #marketing
  • #google-docs

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