Handbook
Competitive analysis — [Product / Initiative Name]
1. Overview
| Field |
Detail |
| Product / initiative |
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| Market / category |
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| Analysis date |
YYYY-MM-DD |
| Owner |
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| Review cadence |
Quarterly / Per-launch / Annual |
2. Competitor inventory
Direct competitors
| Competitor |
Description |
Target segment |
Pricing model |
Est. market share |
Funding / stage |
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Indirect competitors
| Competitor / alternative |
How they solve it |
Why customers choose them |
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Potential competitors
| Potential entrant |
Why they might enter |
Timeline risk |
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3. Feature comparison matrix
| Feature / capability |
Our product |
Competitor A |
Competitor B |
Competitor C |
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4. Positioning map
High [Axis Y]
│
│ Competitor B
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│ ● Our product
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│ Competitor A
│
Low ├──────────────────────
Low High
[Axis X]
| Axis |
What it represents |
Why it matters to ICP |
| X |
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| Y |
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White space identified:
5. Pricing comparison
| Competitor |
Pricing model |
Entry price |
Mid-tier |
Enterprise |
Free tier? |
| Our product |
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| Competitor A |
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| Competitor B |
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Pricing strategy implications:
6. Strengths, weaknesses, and differentiation
Per-competitor assessment
Competitor A
| Dimension |
Assessment |
| Strengths |
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| Weaknesses |
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| Where we win against them |
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| Where they win against us |
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Competitor B
| Dimension |
Assessment |
| Strengths |
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| Weaknesses |
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| Where we win against them |
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| Where they win against us |
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Our differentiation
| # |
Differentiator |
Why it matters |
Evidence |
| 1 |
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7. Competitive moats
| Moat type |
Our product |
Strongest competitor |
| Network effects |
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| Data advantages |
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| Switching costs |
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| Brand / trust |
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| Economies of scale |
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| Regulatory / IP |
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Moat assessment:
8. Win/loss patterns
| Pattern |
Frequency |
Root cause |
Action |
| We win when... |
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| We lose when... |
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| We lose to [competitor] because... |
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9. Competitive risks
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Risk |
Likelihood |
Impact |
Mitigation |
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| 2 |
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10. Strategic implications
Last updated: YYYY-MM-DD · Owner: [name/role]