Worksheet

Competitive Analysis Matrix

Benchmark the alternatives your customers actually consider

Use this when: Sizing up the market before deciding direction
Time needed: 2–3 hours, including research
Who’s involved: Whoever can study the competition
You end up with: A clear read on where you stand and where you differ

How to use it

Benchmark yourself against the alternatives your customers actually weigh up, including doing nothing and low-tech workarounds, not just direct rivals. The goal isn’t to copy anyone. It’s to understand what customers have been trained to expect, and where you can stand apart.

Who you’re comparing

Competitor A Competitor B Competitor C

Features and capabilities

List the criteria that matter to your customers, then rate each player: a tick, a score out of 5, or a short note

Example Criteria might include ease of booking, price transparency, mobile experience, trust signals, speed of support, breadth of services

Criteria that matter	You	Competitor A	Competitor B	Competitor C

Competitor profiles

For each meaningful competitor, capture the qualitative picture

Competitor	Strengths	Weaknesses	Positioning and price	What we can learn

Used in Audit & Quick Wins · PDF version