Competitive Analysis Scorecard
Score your company and up to 4 competitors across 5 key dimensions. See overall rankings, dimension-by-dimension comparison, and identify where you lead or lag.
Rate your company on each dimension (1 = Weak, 5 = Strong)
Competitors (up to 4)
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How to Run a Competitive Analysis
Competitive analysis is not about copying competitors — it is about understanding the competitive landscape so you can differentiate effectively. The best competitive strategies come from knowing where you are strong, where you are weak, and where the market is underserved.
Choosing What to Measure
The five dimensions in this scorecard cover the fundamentals, but your specific market may have unique factors. B2B SaaS companies might add integration ecosystem or enterprise readiness. Consumer products might add brand perception or distribution reach. Customize the dimensions to what actually drives purchase decisions in your market.
Avoiding Bias
The biggest risk in competitive analysis is overrating yourself and underrating competitors. Use external data sources — customer reviews, analyst reports, win/loss analysis — rather than internal assumptions. Have your sales team contribute since they hear directly from prospects who evaluated alternatives.
From Analysis to Action
A scorecard is only useful if it drives decisions. Focus your marketing on dimensions where you score highest. Invest product resources in closing gaps on dimensions that matter most to your target customers. Create sales battle cards that arm your team with specific talking points for each competitor.
Frequently Asked Questions
- What dimensions should I evaluate competitors on?
- The five core dimensions are: Product/Features (functionality, quality, UX), Pricing Competitiveness (value for money, plan flexibility), Market Presence (brand awareness, market share, distribution), Customer Experience (support, onboarding, satisfaction), and Innovation (R&D pace, technology edge, roadmap). These cover the most important competitive factors for most markets.
- How do I score competitors objectively?
- Use evidence-based scoring: read competitor reviews (G2, Capterra, Trustpilot), analyze their pricing pages, check their feature lists against yours, look at their social media presence and web traffic (SimilarWeb), and talk to customers who evaluated both options. Score relative to the market — a 3 means average, 5 means best-in-class.
- How many competitors should I analyze?
- Focus on 2-4 direct competitors — companies targeting the same customer segment with similar solutions. Include one market leader (aspirational benchmark) and one or two closest competitors (the ones you lose deals to). Adding too many dilutes the analysis. You can always run separate scorecards for different market segments.
- How often should I update my competitive analysis?
- Review quarterly at minimum. Major triggers for updates: a competitor launches new features, changes pricing, raises funding, gets acquired, or enters your market segment. Keep a living document and assign someone to monitor competitor moves. Outdated competitive intelligence is worse than none — it creates false confidence.
- What should I do with the competitive analysis results?
- Use results to: (1) identify your strongest differentiators for sales and marketing messaging, (2) find competitive gaps to exploit in positioning, (3) prioritize product roadmap investments in weak areas, (4) prepare battle cards for your sales team, and (5) inform pricing strategy based on competitive positioning.