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$25
Competitive Analysis Framework
Competitor tracking spreadsheets, feature comparison matrices, market positioning maps, and win/loss analysis templates.
MarkdownNotionGoogle SheetsExcel
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competitive-analysis-framework/
├── LICENSE
├── README.md
├── examples/
│ ├── sample-battlecard.md
│ └── sample-competitive-analysis.md
├── frameworks/
│ ├── win-loss-analysis.md
│ └── win-loss-interview-guide.md
├── free-sample.zip
├── guide/
│ ├── 01_competitive-intel-process.md
│ └── 02_quickstart.md
├── guides/
│ ├── competitive-intel-process.md
│ └── quickstart.md
├── index.html
├── spreadsheets/
│ ├── competitor-tracker.csv
│ └── feature-comparison-matrix.csv
└── templates/
├── battlecard-template.md
├── market-positioning-map.md
├── porters-five-forces.md
└── swot-analysis.md
📖 Documentation Preview README excerpt
Competitive Analysis Framework
By PM Toolkit Pro | $25
A complete competitive intelligence system for product managers and strategists. Track competitors systematically, compare features objectively, identify market positioning gaps, and build internal battlecards that help your sales and product teams win.
This kit gives you the same analytical toolkit that top-tier strategy consultants use -- adapted for hands-on PMs who need to make competitive decisions weekly, not once a year.
What's Inside
Spreadsheets (CSV — import into Excel, Google Sheets, or Notion)
| File | Purpose |
|---|---|
spreadsheets/competitor-tracker.csv | Master competitor database with 8 tracked competitors across 20+ dimensions — funding, pricing, positioning, strengths, weaknesses, recent moves |
spreadsheets/feature-comparison-matrix.csv | Side-by-side feature comparison across 5 competitors with capability ratings, gap analysis, and priority scoring |
Templates (Markdown — copy and customize)
| File | Purpose |
|---|---|
templates/battlecard-template.md | One-page sales battlecard with positioning, objection handling, win themes, and competitive landmines |
templates/market-positioning-map.md | 2x2 positioning map template with instructions for choosing axes, plotting competitors, and identifying white space |
templates/swot-analysis.md | SWOT analysis worksheet with guided prompts, scoring rubric, and strategic implications matrix |
templates/porters-five-forces.md | Full Porter's Five Forces worksheet with threat-level scoring, evidence tracking, and strategic response planning |
Frameworks (Reusable analytical processes)
| File | Purpose |
|---|---|
frameworks/win-loss-analysis.md | End-to-end win/loss analysis framework: when to do it, who to interview, how to aggregate findings into action |
frameworks/win-loss-interview-guide.md | 40+ interview questions organized by stage and topic, with probing follow-ups and interviewer tips |
Guides
| File | Purpose |
|---|---|
guides/competitive-intel-process.md | How to build and run a competitive intelligence program — sources, cadence, distribution, organizational buy-in |
guides/quickstart.md | Get value in 30 minutes: the fastest path to a useful competitive analysis |
Examples
| File | Purpose |
|---|---|
examples/sample-competitive-analysis.md | Fully worked competitive analysis for a fictional B2B SaaS market — shows every template filled in with realistic data |
examples/sample-battlecard.md | Completed battlecard for a fictional competitor, ready to use as a reference when building your own |
Features
- Competitor Tracker Spreadsheet — A living database of your competitive landscape. Track company details, funding, product capabilities, pricing models, recent moves, and threat levels across all competitors in one place.
- Feature Comparison Matrix — Objective, scored comparison of product capabilities. Uses a 0-3 rating system with weighted priority scoring to identify where you lead, lag, or match.
- Battlecard System — One-page competitive battlecards that sales and product teams can actually use in real conversations. Includes positioning, objection responses, trap-setting questions, and landmine awareness.
- Market Positioning Maps — Visual positioning frameworks with guidance on choosing the right axes for your market. Identify white space opportunities and competitive clusters.
- Win/Loss Analysis — Complete framework for systematically learning from deals won and lost. Includes interview guides, aggregation templates, and action-planning worksheets.
- Strategic Analysis Worksheets — SWOT and Porter's Five Forces templates with scoring rubrics that turn qualitative analysis into quantifiable strategic input.
- Competitive Intel Process Guide — Build a repeatable CI program that keeps your team informed without becoming a full-time job.
... continues with setup instructions, usage examples, and more.
📄 Content Sample examples/sample-battlecard.md
Sample Battlecard: QuickBoard
Purpose: A completed battlecard example showing what a finished card looks like. Use this as a reference when building your own.
Battlecard: QuickBoard
Last Updated: June 2026
Prepared by: Product Marketing
Threat Level: HIGH
At a Glance
| Dimension | Details |
|---|---|
| Company | QuickBoard, Austin TX, founded 2020 |
| Funding / Stage | Series B, $55M raised, ~180 employees |
| Product | Mobile-first visual project management |
| Target Market | Startups and mid-market (10-300 employees), creative and marketing teams |
| Pricing | Per-seat, $12/mo (Starter), $25/mo (Pro), Custom (Enterprise) |
| Sales Motion | Product-led growth with sales assist for Pro/Enterprise |
Their Positioning
"Project management that works where you do — on your phone, on the go, wherever your team is."
Key narrative themes:
- "Mobile-first, not mobile-adapted" — they lead with the claim that other PM tools are desktop-first with bolted-on mobile
- "Visual simplicity" — they position against complexity and feature bloat
- "Built for modern teams" — implies incumbents are legacy tools for legacy companies
Our Positioning Against QuickBoard
Lead with:
- "QuickBoard is great for simple task tracking, but when your projects get complex — multi-step workflows, cross-team dependencies, integration with 10+ tools — you need a platform built for depth, not just simplicity."
Pivot to:
- "Their 'mobile-first' approach means they designed for a phone screen first. That's a feature for checking tasks on the go, but it's a limitation for the serious project work that happens on a laptop with multiple apps open."
... and much more in the full download.