Competitive Analysis Template for Notion (Free)
A good competitive analysis is a living document, not a one-time PowerPoint. Notion's database features make it possible to maintain a competitive intelligence system that the entire product team can reference and update.
This template sets up a structured system for tracking competitors, comparing features, monitoring pricing changes, and identifying positioning gaps.
Template sections
5 sections covering the complete competitive analysis workflow.
Competitor Database
Create a Notion database with one entry per competitor. Properties: Company Name, Category (Direct/Indirect/Emerging), Funding Stage, Employee Count, Pricing Model, Primary Audience, Last Updated. Use a Gallery view with company logos for quick visual scanning.
Feature Comparison Matrix
Create a related database for feature-by-feature comparison. Columns: Feature Name, Your Product (Yes/Partial/No/Planned), and one column per competitor. Use select properties with color coding. This matrix is the most referenced artifact in the entire competitive analysis.
Positioning Map
Embed an image or diagram showing competitive positioning on two axes. Common axes: price vs. capability, simplicity vs. power, horizontal vs. vertical. Update quarterly as competitors ship new features or adjust pricing. Include annotations explaining why each competitor sits where it does.
Win/Loss Analysis
Create a linked database tracking deals where you won or lost against specific competitors. Properties: Competitor, Outcome (Won/Lost), Deal Size, Reason (Pricing/Features/Brand/Integration), and Notes. Patterns in this data reveal your true competitive advantages and weaknesses.
Competitive Update Cadence
Set a recurring task to update the competitive analysis quarterly. Check competitor pricing pages, read their changelogs, monitor their hiring pages (new roles indicate strategic direction), and review G2/Gartner for positioning changes.
Copy-paste template
# Competitive Analysis — [Your Product] **Last Updated:** [Date] ## Competitor Overview | Competitor | Category | Audience | Pricing | Key Strength | |---|---|---|---|---| | [Competitor A] | Direct | [Audience] | [Pricing] | [Strength] | | [Competitor B] | Indirect | [Audience] | [Pricing] | [Strength] | ## Feature Comparison | Feature | Us | Comp A | Comp B | Comp C | |---|---|---|---|---| | [Feature 1] | Yes | Yes | Partial | No | | [Feature 2] | Planned | Yes | Yes | No | ## Positioning [Embed positioning map image] ## Win/Loss Summary (Last Quarter) | Competitor | Wins | Losses | Primary Win Reason | Primary Loss Reason | |---|---|---|---|---| | [Comp A] | [N] | [N] | [Reason] | [Reason] | ## Key Takeaways - [Insight 1] - [Insight 2] - [Insight 3]
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