Competitive
Landscape Analysis

Assessment & Discovery Tools

Map your competitors' positioning, pricing, and strategy gaps
to sharpen your own.

Where This Tool Helps

Leaders typically know who their competitors are. That is rarely the problem. The problem is that what they know is impressionistic - a general sense of "they're cheaper" or "they're bigger" - rather than structured enough to act on. This tool moves competitor knowledge from gut feeling to documented intelligence.

The pattern that shows up most often: people fill in their strongest competitor in detail and leave the rest vague. Or they list only the competitors they encounter directly, missing the ones eroding their market from an adjacent space. The first table forces breadth - five competitors compared on the same dimensions. The second table forces depth - pricing, strategy, and capability gaps laid out side by side. Together, they surface the places where you are competing on assumptions instead of evidence.

The steps below structure the research so the comfortable entries don't crowd out the ones that matter more.

How to Use This Worksheet

  1. Start with competitor selection, not your own business. List five competitors before writing anything about what they do. Include at least one you do not encounter regularly but who serves the same market from a different angle.
  2. Fill in the overview table first. For each competitor, document their key features, unique selling proposition, and how they reach their market. Be specific - "LinkedIn thought leadership content targeting HR directors" is useful. "Social media" is not.
  3. Move to the comparison table. Choose up to four competitors for the deeper analysis. Document their actual pricing (research this - do not guess), their pricing strategy, their genuine strengths, and where they are weak.
  4. Use "Development Areas" honestly. That row is about competitor weaknesses. Name them plainly. If you cannot identify a competitor's weakness, you do not know them well enough yet.
  5. Read across, not just down. After completing both tables, look for patterns across competitors. Where is the market crowded? Where is there open space? Where are you competing on the same terms as everyone else?
1

Competitor Overview

Competitor Key Features Unique Selling Proposition Market Reach & Channels
2

Pricing & Strategy Comparison

Choose up to four competitors from your overview table for deeper analysis.

Competitor 1 Competitor 2 Competitor 3 Competitor 4
Name
Core Features
Price Range
Pricing Strategy
Strengths
Development Areas
3

Before Your Next Session

Now that you can see it:

Look at the USP column in the overview table. How many of your competitors' value propositions sound interchangeable? Where does yours sit in that pattern - and would your clients describe it the same way you did?

Find the competitor whose strengths most directly overlap with yours. What are you offering that they are not - and is that difference visible to your market?

Where did you write "unknown" or leave a cell blank? Each gap is a decision you are currently making without information. Which one is the most expensive to get wrong?

4

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