Free Template
SaaS Competitive Analysis Template
5 sections. 50-point checklist. Everything you need to run a professional competitive analysis. Copy into Notion, Google Docs, or anywhere you work.
📊 Section 1: Pricing Intelligence
Track how competitors price their product and what their strategy reveals.
Pricing Model Comparison
| Competitor | Pricing Model | Free Tier? | Entry Price | Mid Price | Top Price | Annual Discount | Value Metric |
|---|---|---|---|---|---|---|---|
| [Competitor 1] | |||||||
| [Competitor 2] | |||||||
| [Competitor 3] | |||||||
| Your SaaS |
Pricing Psychology Checklist
- ☐ Do they anchor on a specific feature or metric?
- ☐ Is there a "decoy" tier that makes another tier look better?
- ☐ Do they show prices on the homepage or hide them?
- ☐ Is annual billing framed as "% off" or "X months free"?
- ☐ Do they charge per seat, per usage, per project, or flat?
- ☐ Have prices changed in the last 6 months? (Check Wayback Machine)
The question to answer: Where does your pricing position you relative to competitors? Are you the premium, budget, or middle option? Does that align with your product positioning?
⚖ Section 2: Feature Comparison Matrix
Map features side-by-side to find your differentiators and gaps.
| Feature Category | Your SaaS | Comp 1 | Comp 2 | Comp 3 | Gap? |
|---|---|---|---|---|---|
| [Core feature 1] | |||||
| [Core feature 2] | |||||
| [Integrations] | |||||
| [Analytics/Reporting] | |||||
| [Team/Collaboration] | |||||
| [API/Extensibility] | |||||
| [Security/Compliance] | |||||
| [Support/SLAs] |
Gap Analysis Prompts:
What features do competitors have that you don't — and do they matter to YOUR customers?
What features do ONLY you have? (These are your differentiators.)
What features are ALL competitors building? (These are table stakes — you need them.)
🔎 Section 3: Positioning & Messaging Audit
| Element | Competitor 1 | Competitor 2 | Competitor 3 |
|---|---|---|---|
| Homepage headline | |||
| Target audience | |||
| Primary value prop | |||
| Brand voice/tone | |||
| Key differentiators claimed | |||
| Social proof type |
Positioning Wedge Finder:
What is the LEADER'S biggest weakness? (Every strength contains a weakness — e.g., "all-in-one platform" = "does nothing exceptionally well.")
What segment does the leader structurally CANNOT serve?
What positioning angle can you own that they can't follow you into?
⚗ Section 4: SWOT Analysis Framework
Complete one SWOT per competitor. Guided prompts for each quadrant:
Strengths
- What do customers consistently praise?
- What features are uniquely strong?
- What's their market position advantage?
- What resources do they have that you don't?
Weaknesses
- What do customers consistently complain about?
- What features are missing or weak?
- What segments are they losing?
- What's their pricing vulnerability?
Opportunities
- What market trends favor them?
- What adjacent markets could they enter?
- What partnerships could accelerate them?
- What technology shifts could they leverage?
Threats
- What market shifts threaten them?
- What competitors are gaining on them?
- What technology could obsolete them?
- What regulatory changes could hurt them?
🎯 Section 5: Strategic Recommendations
Turn your analysis into action. Prioritize by impact and effort.
| Action | Impact (1-5) | Effort (1-5) | Priority | Timeline |
|---|---|---|---|---|
Action Framing:
For each recommendation, answer: "If we do this, what competitor advantage does it neutralize? What gap does it close? What differentiator does it create?"
🔄 Bonus: 50-Point CI Checklist
Pricing Signals
- ☐ Price changes (any tier)
- ☐ New tiers added
- ☐ Tiers removed
- ☐ Free tier added/removed
- ☐ Annual discount changed
- ☐ Value metric shifted
- ☐ Hidden tier surfaced
- ☐ Pricing page redesigned
- ☐ Enterprise/contact-sales added
- ☐ Usage-based component added
Feature Signals
- ☐ New features shipped
- ☐ Features deprecated
- ☐ Integrations added
- ☐ API changes
- ☐ Mobile app launched
- ☐ AI features added
- ☐ UI/UX redesign
- ☐ Onboarding flow changed
- ☐ New admin/team features
- ☐ Feature gating changed
Positioning Signals
- ☐ Homepage headline changed
- ☐ Target audience shifted
- ☐ New case studies published
- ☐ Brand redesign
- ☐ New tagline/positioning
- ☐ New comparison pages
- ☐ Customer persona changed
- ☐ "vs [competitor]" pages added
- ☐ Blog content shift
- ☐ Social media tone change
Customer & GTM Signals
- ☐ Review sentiment shift
- ☐ G2/Capterra ranking change
- ☐ New testimonials published
- ☐ Customer count claimed
- ☐ New partnerships announced
- ☐ Integration marketplace launched
- ☐ Referral/affiliate program
- ☐ New geographic markets
- ☐ Industry focus shift
- ☐ Customer conference/event
Business Signals
- ☐ Funding announcement
- ☐ Key hires (LinkedIn)
- ☐ Layoffs/restructuring
- ☐ Acquisition or merger
- ☐ New office/expansion
- ☐ Leadership changes
- ☐ Patent filings
- ☐ Open source releases
- ☐ Certification/compliance
- ☐ Revenue milestones claimed
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