Competitor Analysis Template

Knowing your competitors as well as you know your own product gives you an edge in every sales conversation. This template structures your competitive intelligence for quick reference during deals.

Competitor Profile

Fill out one profile per competitor.

Basic Information

Company name: ___
Website: ___
Founded: ___
Headquarters: ___
Employee count: ___
Estimated ARR: ___
Last funding round: ___
Key investors: ___

Positioning Analysis

Dimension	Your Company	Competitor
Target market	___	___
Primary value prop	___	___
Pricing model	___	___
Price range	___	___
Key differentiator	___	___
Messaging tone	___	___

Product Comparison

Feature	Your Product	Competitor	Advantage
Core feature 1	___	___	___
Core feature 2	___	___	___
Integration depth	___	___	___
Ease of setup	___	___	___
Customer support	___	___	___
Data quality	___	___	___

Competitive Battle Card

When we win against this competitor:

List the top 3 reasons deals close in your favor
Include specific proof points and customer quotes

When we lose against this competitor:

List the top 3 reasons deals go their way
Include honest assessment of their advantages

Landmine questions to ask prospects:

Questions that expose competitor weaknesses
Questions that highlight your unique strengths
Questions that reframe the evaluation criteria in your favor

Review Cadence

Monthly: Update pricing and feature changes
Quarterly: Review win/loss data against this competitor
Bi-annually: Full competitive teardown with product team input

Scrapine helps you track competitor customer movements, tech stack changes, and hiring patterns so your competitive intelligence stays current without manual monitoring.