A competitive analysis template for startups: what to include

The sections a useful startup competitive analysis should have, from the competitor list to positioning gaps, and how to keep it current.

By Prathmesh Soni. Published .

Key takeaways

  • Include direct competitors, indirect alternatives and the option of doing nothing.
  • Compare on the things customers care about, not on long feature checklists.
  • End with decisions: what the analysis means for your positioning and roadmap.

Who counts as a competitor?

  • Direct competitors that sell a similar product to the same customer.
  • Indirect alternatives that solve the same problem differently, such as agencies, spreadsheets or in-house teams.
  • Doing nothing, which is often the biggest competitor for a new category.

What should you record for each one?

  • Who they sell to, and how they describe themselves.
  • Pricing and packaging, where public.
  • Strengths and weaknesses, based on reviews, customer conversations and your own testing.
  • Signs of momentum such as funding, hiring and recent launches.
  • The source for each fact.

How do you find the gaps?

Plot competitors on two dimensions that matter to buyers, for example price against depth of features, or customer size against industry focus. Empty or crowded areas of the chart are useful prompts for where you could stand apart.

What should the conclusion say?

A competitive analysis is only useful if it changes a decision. Finish with a short list of implications: how to position, which customers to focus on, and what to build or not build next.

“The market overview, competitor landscape and LinkedIn-based suggestions were also valuable starting points.”

Mayank Vijay, Co-Founder, ZipTier

Frequently asked questions

How many competitors should I analyse?

Enough to understand the main options a customer would consider. For many startups that means a handful of close competitors plus the main alternatives.

How often should I update it?

A light review every quarter, and a deeper update before fundraising or a major product decision.

Should I share it with investors?

A summary is often useful in a pitch. Investors mainly want to see that you understand the landscape and have a clear angle.