Teams argue about competitors when the evidence is a feature list and a hunch. This template runs a teardown of one rival product: a side-by-side comparison, a screen-by-screen walk through its main flow, a SWOT view and a set of lessons with owners. Each finding is tied to a date and a source, so the team can check it before acting on it.

The sample is for Kingfisher Row Media, a fictional software company that compares its product with Bramble Desk, a fictional rival. Its prices, setup time and drop-off rates are sample data, dated March 1, 2027. Replace the competitors, criteria and screens with the rivals your sales team meets, and date-stamp every claim you publish.