Visualize where your offering fits in the overall marketing landscape and position competitors based on their strengths and weaknesses.
Capture an in-depth view of each competitor, including key details about the company, product, and features.
Identify the strengths and weaknesses of competitors by comparing them based on the information you gather.
Gain insights into the marketing strategies that each competitor uses to target buyers — such as social media, keyword targeting, content, events, and more.
Document the basic, expected, augmented, and potential benefits of your product so you can define a strategy that sets you apart from the competition.
Evaluate the key messages your competitors use to communicate the benefits of their product.
Understand the search engine landscape around your offering and develop content that will help you rank better.
Expand understanding into what is resonating with social media audiences so you know how to better engage with them.
Enable your sales teams to close deals by giving them the information they will need to beat our competitors.
Spreadsheets and static presentations are easily available to marketing teams. Mature marketing organizations use a collaborative web-based tool to capture competitive research. Try Aha! free for 30 days. It is perfect for marketing teams that want to set strategy, build plans, and mange programs and campaigns — all in one place.
Not ready for purpose-built software? You can download our competitor analysis templates below for free and tailor each one to your specific needs.
Visualize all of your competitors in a single view using this template. See how the position of your company compares to other competitors in the market. This type of high-level analysis is helpful when you want to present a summary view to marketing and product leadership teams. You can easily change the quadrant titles and the x and y axis labels to reflect your assessment of the market.
Create a detailed profile for each of your key competitors using this customizable template. Capture essential information about their organization, customers, products, as well as strengths, weaknesses, and opportunities. This helps your marketing team form a clear understanding of who they are competing against. Understanding the strengths and weaknesses of each competitor helps the team acquire, keep, and grow customers more effectively.
This template is a useful way to organize competitive research about all of your rivals in a single location. It includes two sections — company and marketing. Use the company section to summarize details about each company and their products and services. Capture what keywords they rank well for, what collateral they produce, or what events they hold in the marketing section. Gathering information about your competition using a consistent format helps you collect and analyze key data.
This matrix is perfect for capturing the marketing strategies that each competitor uses to target buyers. What media channels do they use to promote new offerings? How much are they spending on ads? These are key questions that help you understand the marketing strategies your competitors use. It also allows you to identify potential weaknesses in their plans so you can increase your own competitive advantage.
This template helps you distill the key messages other companies in your market use to attract and engage potential customers. Use it to understand how other companies communicate with target buyers — including their tagline, what problems they address, and the promise of how their offering will address those problems. You can then strengthen your core message by adjusting your go-to-market strategy and positioning according to what you find.
Use this template to evaluate your competitors' value propositions. This is a great way to compare the key messages your competitors use to communicate the benefits of their product. It allows you to rate the core messages that address your customers' needs so you can see how your position in the market compares. This gives you important insights into how competitors are targeting potential customers and the messaging they use, so you can identify ways to strengthen your communication plan.
This template is ideal for analyzing your competitors' search engine optimization (SEO) strategy. With the help of your SEO tool , you can capture details about keyword rankings and website traffic volume by source. Understanding the domain authority of each competitor helps you identify where you need to boost your own SEO performance. Many marketing teams use this information to optimize content creation around target keywords to help bring in more organic traffic.
This template helps you evaluate your competition's presence on social media platforms, such as LinkedIn, Twitter, Facebook, and Instagram. Understanding which platforms your competitors are active on, how many followers they have, and the level of engagement gives you insights into what is resonating in your industry. This shows where there is opportunity to improve your own posts. If you do this exercise on a regular basis — monthly, for example — you can easily track how many followers you are gaining and how many your competition is losing.
Battlecards are a useful tool for helping sales teams respond to competitor claims. This template helps you summarize the unique differentiators that set your offering apart and the strengths and weaknesses of each competitor. This better equips your sales team to respond to competitors' claims and address any questions or objections prospective customers might raise during the buying process.
Plan, collaborate, and launch — all in one tool. Try Aha! free for 30 days.
“It’s not enough that we win; all others must lose.” – Larry Ellison
Personally, I disagree with Larry, and I think that the focus should be on the customer winning. Hopefully that’s often through your product or service offering, but sometimes your competitors can serve customers looking for a solution better than you can. In those cases, I think all parties (your company, your competitor and your customer) are better served by acknowledging that.
In fairness, Larry Ellison is the fifth richest man in the world, so if that’s how you keep score, he has much more credibility than I. On the other hand, he was paraphrasing Genghis Khan with his quote, so I guess it all depends whom you want to emulate with your marketing.
Learning from the competition
But, whether you agree with Larry or me (or even Genghis), I’m sure that we can all see the value in better understanding what competitors are doing.
So you can conduct a competitive analysis for the obvious reasons — to bludgeon the competition and raze their villages. However, you can also conduct a competitive analysis to help you better communicate with your customers about how you can best serve them (and even tell them what you can’t do ) while perhaps honing the fine art of “coopetition.”
Moreover, a competitive analysis is an especially helpful tool to help you craft your value proposition .
Free competitive analysis templates
To help you conduct a competitive analysis, we’ve created a few free templates loosely based on the Summary Competitive Analyses we conduct for our own Research Partners here at MECLABS .
Competitive analysis presentation
For a slight deeper dive, you can use this PowerPoint template.
Download the MECLABS Competitive Analysis Presentation Template
Competitive analysis Excel template
For a more in-depth look at your competitive landscape, this competitive analysis Excel template might be helpful to you.
Download the MECLABS Competitive Analysis Template
Download the MECLABS Competitive Analysis Template (Excel 97-2003 Version)
Very simple competitive analysis
If you’re only looking to get a very simple breakdown about your competitive landscape, you can use this simple Word document.
Download the MECLABS Very Simple Competitive Analysis Template
Even better, you can use these documents to communicate at three levels. While the fields aren’t the same in all of them, the PowerPoint and Word templates are meant to be a summary of the Excel template. So, you can use the Excel template to guide your own competitive analysis, the PowerPoint template to present this analysis to key marketing leaders, and the Word document as a memo to senior business leaders who would be less interested in all of the details.
Getting started
Digital marketing makes conducting a competitive analysis easier than it has ever been. While in the past, your best opportunity might have been to dive into the SEC filings of a public company, and perhaps sign up for their mailing list and buy some data from a business information vendor, now much of the information you need to know is publicly available … even metrics.
You can use social media and product review sites to see what customers think of your competitors, as well as obtain some real metrics on how many followers they have. You can also use sites like SimilarWeb and Alexa to get a very rough (and let me emphasize, very rough) look at the traffic numbers and patterns for your competitors’ sites.
And, don’t overlook the power of search …
“Start the competitive analysis as if you were a potential customer and a run couple of searches with your popular keywords or using keywords that search engines recommend,” said Ana Gabriela Paez, Associate Director of Research, MECLABS.
“Then analyze companies that appear on paid and natural search results. You may not get all of your possible competitors, but you will get those that are working hard to steal traffic from your site. Sometimes companies will focus too much on reviewing their traditional competitors and forget to frequently monitor search results to see if there are new competitors in the mix or potential new substitutes for your product or service.”
That last point Gaby makes is crucial. After all, your competitors aren’t who you think they are, your competitors are who your customers think they are. So, if your goal is to make the best horse-drawn carriage and that is your only focus, you’ll never see that automobile coming.
And, perhaps most importantly, don’t overlook your own efforts. A competitive analysis is of little practical use if you don’t look at your own products and marketing materials with the same inquisitive eye, and then place your findings side by side with your competitors, stand shoulder to shoulder and see how you match up.
And, while you’re standing next to them, if you follow the teachings of Larry Ellison and Genghis Khan, give them a good, hard kick in the shin.
Related Resources
Gather Competitive Intelligence: 5 Tactics to Research Your Marketplace
Prospect Marketing: Nurturing leads lost to competitors
Competitive Messaging: Tell your customers what you can’t do
Online Reviews: How to start discovering your value proposition with Yelp
About Daniel Burstein
Daniel Burstein, Senior Director of Editorial Content, MECLABS. Daniel oversees all content and marketing coming from the MarketingExperiments and MarketingSherpa brands while helping to shape the editorial direction for MECLABS – digging for actionable information while serving as an advocate for the audience. Daniel is also a speaker and moderator at live events and on webinars. Previously, he was the main writer powering MarketingExperiments publishing engine – from Web clinics to Research Journals to the blog. Prior to joining the team, Daniel was Vice President of MindPulse Communications – a boutique communications consultancy specializing in IT clients such as IBM, VMware, and BEA Systems. Daniel has 18 years of experience in copywriting, editing, internal communications, sales enablement and field marketing communications.
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Categories: Research And Measurement Tags: competitive analysis , competitive messaging , free tools , Value Proposition
Excel template is composed of xml files and there is no xls document in it.
Am I doing something wrong?
Hi @Ugur Ongor ,
We uploaded the original file, which was created as a .xlsx. If you have an older version of Excel, then you might would have some issues. We have now added the template in a .xls file as well, but there may be some functionality lost with the version differences. I hope this helps.
Let me know if there’s something I else I can do to help.
Great post Daniel. Do you have an email address you could send me to get in touch with you? Thanks, Jason
Jason, You can reach me at Editor AT MarketingSherpa DOT com
Ellison once told his sales force that Oracle’s competitive objective was to “cut off their oxygen,” but the quote you attribute to him was stolen from Gore Vidal (“It is not enough to succeed. Others must fail.”) who said it in the late 1970s.
I have learn several excellent stuff here. Certainly value bookmarking for revisiting. I wonder how so much effort you place to make such a magnificent informative web site.
Very good templates. Any suggestions for technical evaluations of industrial software products? And specially B2B products?
I like these templates very interesting. Please update me with the current ones.
The templates are a fantastic help! Any suggestions or participants occupying the Mobile and or Application Development space?
Thanks for these – very helpful. Do you have any thoughts on the usefulness of a visual competitive mapping vs a more linear competitive analysis? When do you think you should use each one?
Great article!
I think those templates are really good to get a start. But I think competitive intelligence in year 2015 includes a new strong component of monitoring marketing. This necessity comes along with the explosion f marketing channels in the digital world. Its really crucial to keep track of successful campaigns of the competition and to understand what is working within the target audience.
Thanks for reading and commenting Oleksandr. I agree, a competitive analysis isn’t a one-and-done activity. The marketplace is always changing. For example, anyone who conducted an analysis of the grocery marketplace a few months ago would probably be well served by understanding how recent developments change their competitive position in the marketplace.
Peter, I’m a big believer in properly attributing a quote, so thanks for questioning the source.
Based on your comment, I did some further digging, and found this article on Quote Investigator (a website sourced by The New York Times, The Washington Post, and many other publications): http://quoteinvestigator.com/2012/08/06/succeed-fail/
According to the article, the first usage of a pretty similarly phrased idea was in 1959 by Somerset Maugham. Gore Vidal didn’t actually say it (he said the similar “Every time a friend succeeds I die a little.” but in an article by Wilfrid Sheed in The New York Times about Vidal, he uses the similarly phrased idea and credits it to La Rochefoucauld.
And then in 1988 Larry Ellison said, “It is not sufficient that I succeed – all others must fail” and crediting his paraphrase of the quote to Genghis Khan.
While this seems like it’s an authoritative source, I’m not 100% sure if is exactly accurate. I think the big picture is that, while many have had this idea through history, whether the idea started with Genghis Khan, La Rochefoucauld or Somerset Maugham, this is roughly the way Larry Ellison used to subscribe Oracle’s competitive stance.
While I disagree with the extreme nature of this sentiment, I do agree that it is important to keep an eye on your competition. After all, your value proposition is relative to other value propositions in the marketplace and dynamically changes as your competitors’ value propositions change as well.
Infographic: how to create a model of your customer’s mind.
Writing The Business Plan: Section 4
Susan Ward wrote about small businesses for The Balance for 18 years. She has run an IT consulting firm and designed and presented courses on how to promote small businesses.
The competitor analysis section can be the most difficult section to compile when writing a business plan because before you can analyze your competitors, you have to investigate them. Here's how to write the competitor analysis section of the business plan.
If you're planning to start a small business that's going to operate locally, chances are you already know which businesses you're going to be competing with. But if not, you can easily find out by doing an internet search for local businesses, looking in the online or printed local phone book, or even driving around the target market area.
Your local business may also have non-local competitors that you need to be aware of.
If you're selling office supplies, for instance, you may also have to compete with big-box retailers within a driving distance of several hours and companies that offer office supplies online. You want to make sure that you identify all your possible competitors at this stage.
You need to know:
A visit is still the most obvious starting point - either to the brick and mortar store or to the company's website. Go there, once or several times, and look around. Watch how customers are treated. Check out the prices.
You can also learn a fair bit about your competitors from talking to their customers and/or clients - if you know who they are. Other good "live" sources of information about competitors include a company's vendors or suppliers and a company's employees. They may or may not be willing to talk to you, but it's worth seeking them out and asking.
And watch for trade shows that your competitors may be attending. Businesses are there to disseminate information about and sell their products or services; attending and visiting their booths can be an excellent way to find out about your competition.
You'll also want to search for the publicly available information about your competitors. Online publications, newspapers, and magazines may all have information about the company you're investigating for your competitive analysis. Press releases may be particularly useful.
Once you've compiled the information about your competitors, you're ready to analyze it.
Just listing a bunch of information about your competition in the competitor analysis section of the business plan misses the point. It's the analysis of the information that's important.
Study the information you've gathered about each of your competitors and ask yourself this question: How are you going to compete with that company?
For many small businesses, the key to competing successfully is to identify a market niche where they can capture a specific target market whose needs are not being met.
The goal of your competitor analysis is to identify and expand upon your competitive advantage - the benefits that your proposed business can offer the customer or client that your competition can't or won't supply.
When you're writing the business plan, you'll write the competitor analysis section in the form of several paragraphs.
The first paragraph will outline the competitive environment, telling your readers who your proposed business's competitors are, how much of the market they control and any other relevant details about the competition.
The second and following paragraphs will detail your competitive advantage, explaining why and how your company will be able to compete with these competitors and establish yourself as a successful business.
Remember; you don't have to go into exhaustive detail here, but you do need to persuade the reader of your business plan that you are knowledgeable about the competition and that you have a clear, definitive plan that will enable your new business to successfully compete.
April 28, 2023
Adam Hoeksema
A competitor analysis for your business plan can be an incredibly important part of the business planning process. By trying to learn as much as you can about your competitors, you can learn a lot about what to expect in your own business. You can also identify how you can differentiate your business and gain a competitive advantage.
In this article I plan to walk through the following:
Finding competitor data for online businesses, finding competitor data for physical retail businesses, competitor analysis business plan example.
With that as our road map, let’s dive in.
A competitor analysis should include the following components:
Competitive positioning, target market, opportunities and threats.
Begin with a brief overview of the market or industry you operate in, outlining its size, growth trends, and key segments. This will provide context for the competitive analysis and help you understand the market dynamics. You can often find some great industry trend data from sources like IBISworld .
Make a list of your main competitors, which may include direct and indirect competitors. Direct competitors offer similar products or services, while indirect competitors offer alternatives or substitutes that could fulfill the same customer needs.
One major turn off for investors and lenders is to say that you have “no competitors.” You always have competitors. If you are opening a coffee shop in your town that doesn’t have a coffee shop, your competitor might be the coffee at the local gas station, or coffee made at home.
For each key competitor, provide a detailed profile that includes:
Assess your company's competitive positioning by comparing your strengths, weaknesses, opportunities, and threats (SWOT analysis) to those of your competitors. Highlight what makes you unique and areas where you can gain a competitive advantage.
Describe your target market and how it differs from your competitors'. Understanding the market segments that your competitors serve will help you better define your own target audience and tailor your marketing strategies accordingly.
Based on your competitor analysis, identify potential opportunities to exploit in the market and threats that your competitors may pose to your business. This can help you develop proactive strategies to mitigate risks and capitalize on growth opportunities.
Summarize your findings and provide recommendations for how your business can differentiate itself, address competitive challenges, and gain market share. This may include recommendations for product or service development, pricing, marketing strategies, or strategic partnerships.
So one of your initial questions should be where in the world do you find reliable data on your competitors, it's not like you can call them and just ask them for their financial statements and customer database!
Depending on whether your business is primarily online or a physical location, the approach and tools that I use to do competitive research will differ. I am going to show you examples of the type of research that I like to do and the data that I am able to pull from a couple of tools that we like to utilize.
There are a few data points that I like to find for online competitors. I want to know:
In order to find this data I use two tools.
Let me show you how I use both tools to gather data on my competitors.
Let’s assume I am working on a business plan for a gym in Indianapolis. I would start by looking at the search volume for “Indianapolis Gyms” which would give me some idea of the number of people searching for this each month. You can see below that there are 250 monthly searches for this keyword according to Ahrefs.
Next, I would look to see which gym is top ranked for that keyword and in this example I found a Lifetime Fitness . Now I can take that keyword and run it through the Ahrefs Site Explorer and I can now see how much website traffic that particular competitor is getting each month. This particular website is getting about 800 organic website visitors per month.
Ahrefs can also estimate how much paid traffic a particular website is receiving each month as well.
If you want to see exactly how I use the Ahrefs tool, check out the short video below:
Watch: I recorded a demo of using Ahrefs for competitor analysis here.
I also like to use Google Adwords Keyword Planner to gather some additional data about my market. So again, if I search for “Indianapolis Gyms” I can see Google’s estimate of traffic per month as well as seasonal trends in search volume. I can also see the average cost per click that advertisers are paying for that keyword.
As you can see, the cost per click ranges from $1.32 to $5.29 for advertisers right now. If you can see how much paid traffic your competitor is getting on Ahrefs and you know the average cost per click for relevant keywords from Google Keyword Planner, you can back into a rough estimate of how much your competitor is spending on advertising per month. I think this can be useful as well.
One other thing you might notice is that Ahrefs seems to have conservative search volume estimates compared to Google Keyword Planner. We saw 250 monthly searches from Ahrefs and 2,400 from Google Keyword Planner. This should give you some range of how big your market might be.
If your competition is not an online business, or doesn’t really have much of an online presence, then finding foot traffic data is going to be much more useful for you in your competitor analysis.
We have partnered with a company called Advan Research to be able to pull foot traffic data reports from their platform.
Here is some of the really cool data that we can get and how you might use it in your competitor research.
You can pull monthly foot traffic data for your competitors. This foot traffic data is based on cell phone GPS data and can provide some great insight on potential customer traffic you might expect. For example, in the graph below we pulled the monthly traffic for a local Steakhouse that gets about 5,000 visitors per month.
You can pull foot traffic data for a location by the day and the hour to get an idea of what days and hours are busiest for your competitors and likely to be busiest for you.
One of the most powerful data reports you can pull on a competitor is a heat map of where their customers are coming from. If you notice that customers are traveling a long distance to your competitor, you could look at finding a location that is closer to a large segment of your competitors' customers.
Finally, for larger businesses or publicly traded companies, Advan can provide you with estimates of their annual revenue, revenue per square foot and how many square feet they are renting for their business. Talk about some serious competitor intelligence that can set you ahead and impress your investors and lenders.
The following is an example of a competitor analysis for a restaurant business plan which you can adapt to your own business. I would also recommend that you incorporate data from Ahrefs, Google Adwords Keyword Planner and our Foot Traffic Data Report into this section of your business plan. The idea here is to get a good understanding of where the competitors stand and to identify your place in the market.
The purpose of this section is to identify and evaluate the main competitors in the local Italian restaurant industry and to determine our competitive positioning. Understanding the competitive landscape will help us to develop effective strategies that enable us to compete effectively in the market, differentiate ourselves, and carve out a sustainable market share. Our analysis will focus on the following key areas
The local Italian restaurant market is valued at approximately $X million and is expected to grow at a CAGR of X% over the next five years. The industry is characterized by the presence of several well-established Italian restaurants, popular chain restaurants, and a few emerging independent restaurants. The primary segments within the industry are fine dining, casual dining, and fast-casual dining.
Competitor A (Fine Dining Italian Restaurant)
Market Share : X%
Strengths: High-quality ingredients, exceptional culinary skills, elegant ambiance, and strong brand recognition.
Weaknesses: High pricing, limited menu offerings, and a focus on a specific customer segment (high-income individuals).
Competitor B (Casual Dining Italian Restaurant)
Market Share: X%
Strengths: Wide variety of Italian dishes, family-friendly atmosphere, and strong customer loyalty.
Weaknesses: Inconsistent food quality, slow service during peak hours, and limited menu innovation.
Competitor C (Fast-Casual Italian Restaurant)
Strengths: Quick service, affordable pricing, and convenient locations.
Weaknesses: Limited menu variety, lack of authentic Italian flavors, and a focus on takeout and delivery over dine-in experiences.
Based on our analysis, our competitive positioning is as follows:
Unique Value Proposition: Our primary differentiation lies in our commitment to providing authentic Italian cuisine using high-quality, locally-sourced ingredients, combined with exceptional customer service in a warm and inviting atmosphere. This will enable us to attract customers seeking a genuine Italian dining experience that sets us apart from competitors.
Competitive Pricing: Our pricing strategy is to offer value for money while maintaining profitability. By carefully selecting our suppliers and managing our costs, we will be able to offer a competitively priced menu without compromising on quality.
Target Market: We will cater to a broad range of customers, including families, couples, and groups of friends, by offering a versatile menu that appeals to various tastes and preferences. Our focus will be on attracting local patrons and tourists alike, who are looking for an authentic and memorable Italian dining experience.
Marketing and Promotion: We will invest in both traditional and digital marketing strategies to create brand awareness and drive customer traffic. This will include targeted social media campaigns, local newspaper advertisements, participation in local food festivals, and collaboration with local businesses and organizations.
I hope this has been helpful in giving you some ideas on how to gather relevant competitor research so that you can make informed decisions about where you locate and start your business.
If you are interested in our Foot Traffic Data Report to help provide the data for your competitor analysis or other sections of your business plan, please don’t hesitate to contact us.
Adam is the Co-founder of ProjectionHub which helps entrepreneurs create financial projections for potential investors, lenders and internal business planning. Since 2012, over 50,000 entrepreneurs from around the world have used ProjectionHub to help create financial projections.
Common troubleshooting questions about projectionhub templates.
Check out the quick and easy ways to address some of the most common troubleshooting questions we hear about the excel templates at ProjectionHub!
Learn 5 key tips to make your startup business plan stand out and secure an SBA loan, from demonstrating market potential to creating realistic financial projections.
It is important for financial projections for a small business or startup to be realistic or else an investor or lender may not take them seriously. More importantly, the founder may make a financial mistake without a reliable plan.
This article is part of a series on how to write a great business plan .
The Competitive Analysis section of your business plan is devoted to analyzing your competition--both your current competition and potential competitors who might enter your market.
Every business has competition. Understanding the strengths and weaknesses of your competition--or potential competition--is critical to making sure your business survives and grows. While you don't need to hire a private detective, you do need to thoroughly assess your competition on a regular basis even if you only plan to run a small business.
In fact, small businesses can be especially vulnerable to competition, especially when new companies enter a marketplace.
Competitive analysis can be incredibly complicated and time-consuming... but it doesn't have to be. Here is a simple process you can follow to identify, analyze, and determine the strengths and weaknesses of your competition.
First develop a basic profile of each of your current competitors. For example, if you plan to open an office supply store you may have three competing stores in your market.
Online retailers will also provide competition, but thoroughly analyzing those companies will be less valuable unless you also decide you want to sell office supplies online. (Although it's also possible that they--or, say, Amazon--are your real competition. Only you can determine that.)
To make the process easier, stick to analyzing companies you will directly compete with. If you plan to set up an accounting firm, you will compete with other accounting firms in your area. If you plan to open a clothing store, you will compete with other clothing retailers in your area.
Again, if you run a clothing store you also compete with online retailers, but there is relatively little you can do about that type of competition other than to work hard to compete in other ways: great service, friendly salespeople, convenient hours, truly understanding your customers, etc.
Once you identify your main competitors, answer these questions about each one. And be objective. It's easy to identify weaknesses in your competition, but less easy (and a lot less fun) to recognize where they may be able to outperform you:
While these questions may seem like a lot of work to answer, in reality the process should be fairly easy. You should already have a feel for the competition's strengths and weaknesses... if you know your market and your industry.
To gather information, you can also:
Keep in mind competitive analysis does more than help you understand your competition. Competitive analysis can also help you identify changes you should make to your business strategies. Learn from competitor strengths, take advantage of competitor's weaknesses, and apply the same analysis to your own business plan.
You might be surprised by what you can learn about your business by evaluating other businesses.
It can be tough to predict when and where new competitors may pop up. For starters, regularly search for news on your industry, your products, your services, and your target market.
But there are other ways to predict when competition may follow you into a market. Other people may see the same opportunity you see. Think about your business and your industry, and if the following conditions exist, you may face competition does the road:
In general terms, if serving your market seems easy you can safely assume competitors will enter your market. A good business plan anticipates and accounts for new competitors.
Now distill what you've learned by answering these questions in your business plan:
The Competitive Analysis section for our cycling rental business could start something like this:
Our nearest and only competition is the bike shops in Harrisonburg, VA. Our next closest competitor is located over 100 miles away.
The in-town bike shops will be strong competitors. They are established businesses with excellent reputations. On the other hand, they offer inferior-quality equipment and their location is significantly less convenient.
We do not plan to sell bicycles for at least the first two years of operation. However, sellers of new equipment do indirectly compete with our business since a customer who buys equipment no longer needs to rent equipment.
Later, when we add new equipment sales to our operation, we will face competition from online retailers. We will compete with new equipment retailers through personalized service and targeted marketing to our existing customer base, especially through online initiatives.
While your business plan is primarily intended to convince you that your business makes sense, keep in mind most investors look closely at your competitive analysis. A common mistake made by entrepreneurs is assuming they will simply "do it better" than any competition.
Experienced businesspeople know you will face stiff competition: showing you understand your competition, understand your strengths and weaknesses relative to that competition, and that you understand you will have to adapt and change based on that competition, is critical.
And, even if you do not ever plan to seek financing or bring in investors, you absolutely must know your competition.
The Competitive Analysis section helps you answer the "Against who?" question.
Next time we'll look at another major component in a business plan: how you will set up your Operations .
More in this series:
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Competitor Analysis Business Plan Template
At Robot Mascot, we specialise in creating investment materials, including our free competitor analysis template to help you convince investors and win their support.
A competitor analysis will help you to better compete against your competition, win more customers, and increase your market share.
Competitor analysis, also known as competitive analysis, involves identifying your direct and indirect competitors and analysing their strengths and weaknesses against your own.
Conducting a competitor analysis is essential to understanding other businesses in your market. It forms an important part of your business plan – a vital document designed to help you secure investment during the pitching process . As part of your business plan, you’ll need to show investors that you’ve conducted an in-depth analysis of your direct and indirect competitors and demonstrate how your business differentiates from them.
Our simple competitor analysis template allows you to identify and analyse the competitors within your market in a clear, organised and digestible way.
Our dedicated template for competitor analysis is designed to help you identify areas in which you have a competitive advantage and where you may be weaker than your competitors. Pinpointing areas of weakness is an essential part of competitive analysis because it allows you to take action and improve or develop particular areas of your business.
Our free competitor analysis template will help you gain insights into your competitor’s capabilities and determine where you sit within the current market landscape.
Analysing your competitor’s strengths and weakness allows you to create and implement tactics and activities that will help you improve your offering within the market.
By comparing your business to your competitors, you will be able to identify your core strengths and areas of your business that need development or improvement. It will also reveal opportunities and threats, and how your business can better serve prospective customers.
A competitive analysis should include important details about competitors’ businesses, from product/service information and key selling points, to target audience and marketing strategy , to pricing and market share.
Our competitor analysis template includes the following crucial categories required to conduct an in-depth competitive analysis:
The core categories contain sub-sections, allowing you to dive into more detail when analysing each competitor. For example, the ‘Promotional Strategy’ category contains dedicated sections to help you map out information about your competitor’s digital marketing activities, key website features, social media accounts, offline marketing activities and PR coverage .
Competitor analysis is a key part of your business plan because it shows that you have a comprehensive understanding of the market and your position within it. Competitive analysis grants you insights to help you make informed decisions about every aspect of your business, including your products/services, sales and marketing strategies, and more.
There are many benefits to conducting a competitor analysis, including:
While a competitor analysis is an essential part of your initial business plan, it is also something that should be conducted at every stage of your business. This will enable you to:
You can use our free competitor analysis template to conduct a comprehensive analysis on all core areas of your competitors business. We’ve also provided a few extra tips to help you conduct a competitive analysis:
Direct competitors offer similar products or services to your business. Indirect competitors offer products or services that are completely different to yours, yet serve the same need or provide a similar solution.
While there may be a few obvious competitors, you should also try to identify those which you haven’t yet considered. To locate competitors, you need to think like your customers. Ask yourself, who would your customers turn to if they didn’t purchase from you?
You can also find out who your competitors are by conducting online searches using similar product/service keywords. If a certain brand is appearing for the same terms that you’re also ranking for (or should be ranking for), they’re probably a competitor.
It’s important to analyse both direct and indirect competitors to help you establish a competitive advantage, and to provide you with a comprehensive understanding of the market.
Once you have your competitor list ready, start by researching the basic details of their businesses. For example, take note of their website, social media profiles, location and company size. From there, you can find more granular information to help you conduct a truly in-depth and accurate review.
Find people who are currently experiencing the problem you’re looking to solve and speak to them about it. Interviewing potential customers can help you acquire some valuable insights including, what they’re currently buying. It’s important to gather feedback from customers to find out why some customers choose one solution over another and what influences their decisions.
For a full breakdown of how to do competitor analysis, read our complete step-by-step guide to conducting competitor analysis .
If you’ve identified the competition and you’re ready to start analysing them, allow us to help. Robot Mascot’s competitor analysis template is available in Excel and is free to download. It provides all the crucial categories that will help you analyse each competitor effectively, including a dedicated section for SWOT analysis.
Our downloadable competitor analysis template is designed for UK startups and entrepreneurs. It offers insightful instructions about how to gather information about your competitors, and how to assign each competitor a ‘score’ to accurately benchmark them against your business.
To discover your competitor’s strengths and weaknesses and compare them to your own, download our business competitor analysis template for free.
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Prepared by: [Your Name], [Your Business Name]
The following SWOT (Strengths, Weaknesses, Opportunitanalysis provides a comprehensive overview of [Your Business Name] 's current position in the market and identifies key factors influencing its strategic direction. By evaluating internal strengths and weaknesses alongside external opportunities and threats, this analysis aims to inform strategic decision-making and guide future actions for sustainable growth and success.ies, and Threats)
Market Size and Growth
Assess the size and growth rate of the target market(s).
Identify key trends and drivers shaping market dynamics.
Market Segmentation
Identify distinct customer segments within the market.
Evaluate the attractiveness of each segment based on factors such as size, growth potential, and profitability.
Market Trends
Identify emerging trends and shifts in consumer behavior.
Consider technological advancements, regulatory changes, and socio-economic factors impacting the market.
SWOT Analysis of the Market
Evaluate the strengths, weaknesses, opportunities, and threats within the market landscape.
Identify areas of opportunity and potential threats to market entry or expansion.
Customer Demographics
Profile the characteristics of your target customers (e.g., age, gender, income, location).
Identify primary and secondary customer segments.
Customer Needs and Preferences
Understand the needs, preferences, and pain points of your target customers.
Analyze customer feedback, surveys, and market research data.
Customer Behavior
Analyze purchasing behavior, decision-making processes, and factors influencing customer choices.
Identify key touchpoints and interactions throughout the customer journey.
Customer Satisfaction and Loyalty
Assess customer satisfaction levels and factors driving loyalty.
Identify opportunities to enhance customer experience and build long-term relationships.
Competitor Identification
Identify direct and indirect competitors operating in the market.
Assess their strengths, weaknesses, and market positioning.
Competitive Landscape
Analyze the competitive landscape in terms of market share, pricing strategies, and product/service offerings.
Identify competitive advantages and areas of differentiation.
SWOT Analysis of Competitors
Evaluate the strengths, weaknesses, opportunities, and threats of key competitors.
Identify areas where your business can gain a competitive edge.
Competitive Strategies
Assess competitor strategies and tactics.
Identify potential threats posed by competitors and strategies to counteract them.
Unique Value Proposition (UVP)
Identify what sets your business apart from competitors.
Highlight any proprietary technology, patents, or processes.
Strong Brand Recognition
Assess the strength of your brand in the market.
Consider brand reputation, customer loyalty, and brand awareness.
Skilled Workforce
Evaluate the expertise and skills of your team.
Highlight specialized knowledge or experience that gives your team a competitive advantage.
Financial Stability
Analyze your financial resources, revenue streams, and cash flow.
Consider if you have sufficient capital to support business growth and withstand market fluctuations.
Strategic Partnerships
Identify any alliances or partnerships that provide access to resources, distribution channels, or new markets.
Assess the value and strength of these relationships.
Limited Market Presence
Evaluate your market share and penetration.
Consider if your business has a narrow customer base or limited geographical reach.
Resource Constraints
Identify any limitations in terms of financial resources, manpower, or technology.
Assess how these constraints may hinder business operations or growth.
Dependency on Key Personnel
Evaluate if your business heavily relies on specific individuals.
Consider succession planning and strategies to mitigate risks associated with key personnel turnover.
Product or Service Limitations
Assess any shortcomings or gaps in your offerings.
Consider customer feedback, product/service reviews, and areas for improvement.
Operational Inefficiencies
Identify areas where your business processes can be optimized.
Consider factors such as production bottlenecks, supply chain issues, or outdated technology.
Market Expansion
Identify untapped markets or niche segments with growth potential.
Consider geographic expansion, demographic shifts, or emerging trends.
Technological Advancements
Explore how advancements in technology can enhance your products, services, or operations.
Consider opportunities presented by AI, IoT, blockchain, etc.
Strategic Alliances and Partnerships
Explore potential collaborations with complementary businesses.
Consider joint ventures, co-branding opportunities, or distribution partnerships.
Changing Consumer Preferences
Identify shifts in consumer behavior or preferences.
Consider how you can adapt your offerings to meet evolving customer needs.
Regulatory Changes
Identify upcoming regulatory changes or industry standards.
Explore how your business can adapt to new regulations or compliance requirements.
Intense Competition
Assess the competitive landscape and potential threats from new entrants or established rivals.
Consider pricing pressures, product differentiation, or market saturation.
Economic Downturns
Evaluate the impact of economic fluctuations on your business.
Consider how you can mitigate risks associated with recessions, inflation, or currency fluctuations.
Technological Disruption
Identify disruptive technologies or innovations that could render your products or services obsolete.
Consider how you can stay ahead of technological advancements and adapt your business model accordingly.
Supply Chain Disruptions
Assess vulnerabilities in your supply chain.
Consider risks such as raw material shortages, transportation disruptions, or supplier dependencies.
Legal and Regulatory Risks
Identify potential legal or regulatory challenges.
Consider risks related to intellectual property, data privacy, or industry-specific regulations.
This SWOT analysis, supplemented by market, customer, and competitive analyses, provides a comprehensive framework for strategic planning and decision-making at [Your Business Name] . By leveraging strengths, addressing weaknesses, capitalizing on opportunities, and mitigating threats, [Your Business Name] can navigate the competitive landscape with confidence and pursue sustainable growth objectives. Regular review and adaptation of this analysis will ensure [Your Business Name] remains agile and responsive to evolving market dynamics.
Analysis Templates @ Template.net
COMMENTS
Here's a step-by-step guide on how to present a competitor analysis: Introduction: Start with a brief introduction to set the stage. Outline the purpose of the competitor analysis and its significance in the current market context. Competitor identification: Clearly list and identify the main competitors.
Quick Read. Competitor analysis is a process where you identify, research, and evaluate your competitors to understand their strengths and weaknesses compared to your own business.; It empowers you to fine-tune your unique selling proposition, enhance your products and services, identify market gaps, stay proactive against potential threats and gain a winning edge.
You decide to conduct a market analysis for your business. To do so, you would: Step 1: Use Google to compile a list of your competitors. Steps 2, 3, and 4: Use your competitors' websites, as well as SEO analysis tools like Ahrefs, to deep-dive into the service offerings and marketing strategies of each company.
Step 6: Document Your Research. In this last step, compile all your research in written format. Create an action plan that includes a tactical list of steps to take. This way, you can discuss and prioritize steps to take with your team. Aim to be concise as you create this competitor analysis document.
Competitor analysis is the process of evaluating your direct competitors' companies, products, and marketing strategies. To make your analysis truly useful, it's important to: Pick the right competitors to analyze. Know which aspects of your competitors' business are worth analyzing. Know where to look for the data.
Whiteboard template. This whiteboard template in Aha! software lets you conduct a detailed competitor analysis in a streamlined view — so you organize key observations about multiple competitors in one space. Use sticky notes and sliding scorecards to help uncover opportunities to make your product stand out.
Competitive Analysis Template for Evaluating Results vs. Unique Value Propositions. By grading competitors on value proposition, content strategy, and funnel efficiency, you can derive an idea of how successful companies are in their marketing strategies. Use Excel formulas and your scores will automatically total and appear on a heat graph.
Competitive Analysis: The Lean Guide (With Template) A competitive analysis (or market competitive analysis) is a process where you collect information about competitors to gain an edge over them and get more customers. However, the problem is that "traditional" competitive analysis is overkill for most businesses — it requires ...
1. Identify Your Direct and Indirect Competitors. First things first — identify all your business competitors and list them down. You can have a final, detailed list later, but right now an elementary list that mentions your primary competitors (the ones you know and are actively competing with) can suffice.
Competitor analysis is a critical component of any business plan. It helps you understand the landscape of your industry, identify opportunities for growth and differentiation, and craft strategies that take advantage of your competitors' weaknesses. Here's a step-by-step guide on how to conduct a comprehensive competitor analysis, including ...
Here are the steps you need to take: 1. Identify your competitors. The first step in conducting a comprehensive competitive analysis is to identify your competitors. Start by creating a list of both direct and indirect competitors within your industry or market segment. Direct competitors offer similar products or services, while indirect ...
A competitive analysis template is a document, spreadsheet, or project that helps you run routine competitive analyses. Using data and metrics, the analysis shows you your competitive landscape (including indirect competitors) and how your company stacks up.
Competitor analysis is a business plan that entails comprehensive research of your main competitors for the purpose of gaining insights into their sales, marketing strategies, and products. Based on this analysis, you can develop and implement better business strategies, ward off your competitors, and capture a bigger share of the market.
Gain a competitive edge with our in-depth Competitive Analysis template for Word, Excel, PDF, Google Sheets & Google Docs. Understand market dynamics and strategize.
Our competitor analysis template is a valuable tool that helps companies analyze and understand the competitive landscape in their industry. It is also a vital component in any business plan. Once the vision and the mission of a product or a service have been established, it becomes mandatory to get to know other companies operating in the same ...
Spreadsheets and static presentations are easily available to marketing teams. Mature marketing organizations use a collaborative web-based tool to capture competitive research. Try Aha! free for 30 days. It is perfect for marketing teams that want to set strategy, build plans, and mange programs and campaigns — all in one place.
Free competitive analysis templates. To help you conduct a competitive analysis, we've created a few free templates loosely based on the Summary Competitive Analyses we conduct for our own Research Partners here at MECLABS. Competitive analysis presentation. For a slight deeper dive, you can use this PowerPoint template.
5. Analyze and Compare: Once the data is in the template, perform a detailed analysis. Compare your findings across competitors to identify trends, patterns, and areas of differentiation. Pay close attention to where your business excels and where improvements are needed. 6.
Writing the Competitor Analysis Section. When you're writing the business plan, you'll write the competitor analysis section in the form of several paragraphs. The first paragraph will outline the competitive environment, telling your readers who your proposed business's competitors are, how much of the market they control and any other ...
Competitor Analysis Business Plan Example. The following is an example of a competitor analysis for a restaurant business plan which you can adapt to your own business. I would also recommend that you incorporate data from Ahrefs, Google Adwords Keyword Planner and our Foot Traffic Data Report into this section of your business plan. The idea ...
Competitor analysis template. This easy-to-use, downloadable competitor analysis tool will help you identify competitors in your industry and evaluate areas of strength, weakness, opportunity, and threat (SWOT) for your business. Use this template to kick off your competitive strategy to stand out with your target audience.
The Competitive Analysis section of your business plan is devoted to analyzing your competition--both your current competition and potential competitors who might enter your market. Every business ...
A competitive analysis should include important details about competitors' businesses, from product/service information and key selling points, to target audience and marketing strategy, to pricing and market share.. Our competitor analysis template includes the following crucial categories required to conduct an in-depth competitive analysis:
Analyze the competitive landscape in terms of market share, pricing strategies, and product/service offerings. Identify competitive advantages and areas of differentiation. SWOT Analysis of Competitors. Evaluate the strengths, weaknesses, opportunities, and threats of key competitors. Identify areas where your business can gain a competitive ...