12 Best Competitor Analysis Excel Template Downloads for 2026

Let's be real, building a competitor analysis from scratch in Excel is a nightmare. You start with good intentions, then suddenly it’s 3 AM and you're fighting with merged cells and formulas that just return '#REF!'. You know you need to track your rivals, but you don't have to reinvent the wheel. A solid competitor analysis excel template is your secret weapon. It gives you a framework to plug in data without the setup headache, so you can get to the good stuff: figuring out how to win.

We’ve sifted through the junk online to find the 12 best templates, from quick-and-dirty freebies to polished dashboards, that will make you look like a strategy genius, even if you still use SUM for everything. This isn't just a list of links. We're giving you the full rundown on each one: screenshots, pros, cons, and exactly who should use it. Whether you're a startup founder trying to find your edge or a PM tracking feature releases, there’s a template here for you.

Of course, a template is only as good as the data you feed it. A spreadsheet full of garbage is, well, still garbage. To get decent insights, especially on the advertising front, you'll need reliable data. You can find tools that offer free Google Ads reports to see what your rivals are paying for.

While the big-name tools like Ahrefs or Semrush can be great for SEO data, they can also be ridiculously expensive. For a more accessible alternative that automates a lot of this research, a tool like Already.dev can save you a ton of time and cash. But for now, let's stick to the mission: finding you the perfect spreadsheet so you can stop wrestling with VLOOKUP and start outsmarting the competition.

1. HubSpot

HubSpot is a giant in the marketing world for a reason, and they offer a treasure trove of free resources, including a solid competitor analysis Excel template. It’s a no-frills, get-it-done kind of template perfect for anyone just dipping their toes into competitive research. If you want a straightforward matrix to quickly map out where you stand against your rivals without getting lost in complex formulas, this is your starting point.

This template is part of a larger pack that also includes versions for Google Sheets, Word, and PDF, which is a nice touch for teams that don't live exclusively in Excel. The structure is clear and intuitive, making it easy to fill out even if you've never done this before. It serves as a great foundation, which you can build upon once you have a better grasp of the fundamentals of how to conduct a competitive analysis.

> The Bottom Line: HubSpot's template is the go-to for a quick, clean, and reliable starting point from a trusted name in marketing.

Pros & Cons

• Pro: It's completely free and comes from a reputable brand, so you know you're getting a well-thought-out (if basic) tool.
• Pro: The structure is incredibly straightforward, which is perfect for startups or marketers who need a quick win without a steep learning curve.
• Con: You have to submit your email to get it, so prepare for some follow-up marketing from HubSpot.
• Con: It's a very generic template with no automation, so you'll be doing all the data entry and analysis manually.

Get the template from HubSpot

2. Smartsheet

Smartsheet doesn't just offer one template; it provides a full-blown resource hub with a variety of competitor analysis Excel template options. Think of it as a buffet for competitive research. You can grab a template focused on social media, one for a general landscape overview, or another specifically for a value proposition matrix, all from a single page. This is perfect for those who want more than just a basic grid and prefer to pick a tool tailored to a specific task.

What makes Smartsheet stand out is the context it provides. The page includes practical guidance on how to fill out the templates, which is a big help for anyone feeling a bit lost. If you're looking to dive deep into a specific area, like a thorough website competitor analysis, having multiple templates to choose from gives you a much more flexible starting point. They even offer related downloads like competitor pricing comparison sheets.

> The Bottom Line: Smartsheet is the best choice if you want a variety of specialized Excel templates consolidated in one place with solid how-to guidance.

Pros & Cons

• Pro: A wide selection of different Excel templates in one spot, from broad overviews to niche comparisons.
• Pro: The included instructional context is great for newcomers who need a bit of direction to get started.
• Con: Some of the links and prompts on the page are designed to get you to sign up for Smartsheet’s own platform.
• Con: The templates are highly functional and practical, but their visual design is very basic and utilitarian.

Get the templates from Smartsheet

3. ProjectManager

ProjectManager.com brings a project management perspective to competitive intelligence with its clean and professional competitor analysis Excel template. While designed to align with project goals, its structure is versatile enough for any team needing to standardize how they gather and present competitor data. It excels at creating a clear, at-a-glance view of your competitive landscape, focusing on core strengths, weaknesses, and market positioning.

This template is particularly useful for teams where the analysis needs to be presented to stakeholders who aren't in the weeds of marketing or product development. It’s less about granular feature-by-feature comparisons and more about the big-picture strategic standing. If you need a more automated approach for deeper dives, you'll eventually need to look into some of the best competitive intelligence tools that can pull in data automatically.

> The Bottom Line: ProjectManager offers a polished, presentation-ready template for teams who need to report on the competitive landscape clearly and concisely.

Pros & Cons

• Pro: It's a completely free download, providing a professional-looking template without any cost.
• Pro: The layout is straightforward and easy to present, making it ideal for sharing findings with leadership or other departments.
• Con: You may need to provide an email address, potentially leading to marketing follow-ups from the platform.
• Con: It’s not specialized for in-depth SaaS feature or pricing analysis, focusing more on high-level strategic comparisons.

Get the template from ProjectManager

4. Someka

If you're ready to graduate from freebies and invest a small amount into a more polished tool, Someka is where you should look. It's a marketplace for premium Excel templates, and their competitor analysis Excel template is a significant step up. It's designed for those who want to present their findings in a clean, professional format without spending hours designing charts themselves. Think less "data-entry sheet" and more "printable dashboard."

The template is built to be expandable, allowing you to easily add more competitors or metrics without breaking the entire sheet. A standout feature is its auto-updating market share chart, which gives you a great visual representation of the competitive landscape at a glance. It's also built without any VBA macros, ensuring it works smoothly on both Windows and Mac, which is a common headache with more complex Excel files.

> The Bottom Line: Someka is the perfect paid upgrade for creating visually appealing and easily understandable competitive reports for stakeholders.

Pros & Cons

• Pro: It has a highly polished, dashboard-style design with great visuals that are ready to be printed or dropped into a presentation.
• Pro: The no-VBA design means it's compatible across operating systems, and it comes with clear instructions and support options.
• Con: It's a paid product, with both single-user and multi-user licenses available, so it's not a free-for-all resource.
• Con: While professional, it's still a generic template and might require some tweaking to fit a highly specific niche or industry.

Get the template from Someka

5. Template.net

Template.net is less of a single-offering site and more like a massive digital stationery store. They offer a competitor analysis Excel template that is styled as a formal report, making it a great choice if you need to present your findings to management or investors. It’s designed to be a component of a larger suite of business documents, ensuring a consistent, professional look across all your strategic materials.

Unlike a simple spreadsheet, this template has a distinct report aesthetic with clearly defined sections for an executive summary, SWOT analysis, and market share overview. This structured approach helps guide your analysis and ensures you don't miss key components of a formal competitive landscape review. It’s ideal for teams that need to produce polished, presentation-ready documents without designing them from scratch.

> The Bottom Line: Template.net is for those who need a professional-looking report, not just a raw data spreadsheet, and value having a consistent style across all their business documents.

Pros & Cons

• Pro: The template has a professional, report-style format that's ready for presentation without much extra work.
• Pro: It's part of a huge library, so you can find matching templates for business plans, marketing strategies, and more.
• Con: The best templates and full editability are often locked behind a paid subscription, so it’s not entirely free.
• Con: The quality and depth can be inconsistent across the site, so you might have to browse a bit to find the perfect fit.

Get the template from Template.net

6. WordLayouts

If you're looking for a competitor analysis Excel template that is genuinely free without the email signup hassle, WordLayouts has a solid option. This is a lean, no-fluff template designed for speed and simplicity. It's a tiny file that gets straight to the point, making it perfect for founders or small teams who need to get their initial thoughts down on paper without wrestling with a complex spreadsheet.

The template is neatly organized into four key tabs: company highlights, market, product, and a classic SWOT analysis. This structure provides a great framework for thinking through the most critical aspects of your competitive landscape. While it won't automate data collection like more advanced tools, it offers a clean canvas that you can easily modify and tailor to your specific needs. It's available for both Excel and Google Sheets, giving you a bit of flexibility.

> The Bottom Line: WordLayouts offers a truly free, no-strings-attached template that's simple, lightweight, and perfect for a quick, foundational competitive overview.

Pros & Cons

• Pro: It's a direct download with no email or personal information required, which is a rare and welcome perk.
• Pro: The simple, four-tab structure (Company, Market, Product, SWOT) is intuitive and easy for anyone to pick up and start using immediately.
• Con: The template requires attribution for both personal and commercial use, so you'll need to remember to credit WordLayouts.
• Con: Its design is very basic, and it offers zero automation or advanced features, meaning all data entry is 100% manual.

Get the template from WordLayouts

7. BestTemplates

If your main goal is to create a visually appealing report for a presentation or an executive summary, BestTemplates offers a competitor analysis Excel template that prioritizes aesthetics. This isn't a deep-dive analytical tool; it’s a dashboard designed to make your data look good. Think of it less as a worksheet for number-crunching and more as a canvas for presenting your findings in a clean, professional format.

This template is a paid product, available either as a one-off purchase or through a subscription. It focuses on high-level KPIs like product quality, pricing, and brand recognition, turning your raw data into simple charts and graphs. It’s perfect for when you need to quickly communicate your competitive standing to stakeholders who don’t have time to sift through rows of data.

> The Bottom Line: BestTemplates is for when presentation matters most. It's the ideal choice for creating a quick, attractive dashboard for slide decks and management updates.

Pros & Cons

• Pro: The one-off purchase option is affordable and gets you a professional-looking dashboard without a recurring subscription.
• Pro: It’s designed to produce a quick visual output, saving you the time you would otherwise spend formatting charts in Excel for a presentation.
• Con: As a paid product, there's a limited preview, so you're buying it somewhat sight-unseen.
• Con: The style-first approach means it lacks the deeper analytical formulas and flexibility of more function-focused templates.

Get the template from BestTemplates

8. Etsy (Marketplace)

If you're looking for a competitor analysis Excel template with a bit more personality or a specific niche focus, Etsy is the surprise MVP. It's a massive marketplace where independent creators sell their own digital templates, offering an incredible variety you won't find anywhere else. Think of it as the ultimate treasure hunt for the perfect spreadsheet, with options ranging from hyper-focused social media trackers to comprehensive business strategy dashboards.

The real value here is the specialization. You can find templates tailored for e-commerce shops, SaaS startups, or even local service businesses. Since these are paid (though usually very affordable) downloads, they often feature more advanced designs and formulas than the freebies. Just be sure to check seller ratings and reviews to vet the quality before you buy, as support can be limited.

> The Bottom Line: Etsy is your go-to for finding an affordable, visually appealing, or niche-specific template when standard corporate options feel too bland.

Pros & Cons

• Pro: Incredible variety of designs and niche-specific templates that go beyond the basics, often for just a few dollars.
• Pro: Seller ratings and customer reviews provide social proof, helping you find a high-quality product from a trusted creator.
• Con: Quality and functionality can vary wildly from one seller to another, so you need to do your homework before purchasing.
• Con: Post-purchase support is often minimal to nonexistent, so you're on your own if you run into issues or need customizations.

Browse templates on Etsy

9. Eloquens

Eloquens isn't your typical template download site; it's a marketplace where business professionals and consultants share their own tools. This means the competitor analysis Excel template you find here, like the popular toolkit, is often built by people who perform these analyses for a living. It’s less of a blank slate and more of a practitioner-grade framework designed for deeper strategic work.

What sets Eloquens apart is the context. Templates often come with instructional slides, author bios, and user ratings, giving you a sense of credibility and a mini-lesson on the methodology behind the spreadsheet. This is perfect if you want to move beyond simple data entry and understand the strategic thinking that powers a truly insightful competitive analysis. It's a step up from a basic freebie without committing to expensive, complex software.

> The Bottom Line: Eloquens is the source for analyst-grade templates built by practitioners, ideal for when you need more structure and methodology than a basic grid provides.

Pros & Cons

• Pro: The templates are often more comprehensive and sophisticated, designed by consultants and business analysts with real-world experience.
• Pro: Many downloads include instructional materials, giving you the "why" behind the "what" and helping you perform a more robust analysis.
• Con: Quality can be inconsistent since it's a marketplace, so be sure to check author ratings and reviews before downloading.
• Con: You'll likely need to create an account to download, and while many assets are free, some of the best ones are paid.

Get the template from Eloquens

10. ExcelDownloads.com

If you're looking for a no-nonsense, lightweight competitor analysis Excel template without any strings attached, ExcelDownloads.com has you covered. This is the digital equivalent of a grab-and-go option; there are no email forms, no marketing funnels, just a direct download link. It’s perfect for when you need to quickly sketch out a competitive landscape in less than five minutes.

The template's strength is its simplicity. It uses a basic grid where you list competitors against key factors, applying weights and scores to generate a comparison. Because the file is tiny (~17 KB) and uses standard Excel functions, it's highly compatible with other spreadsheet software like LibreOffice or WPS. It's an ideal tool for a quick internal gut-check or for students and entrepreneurs on a shoestring budget.

> The Bottom Line: This is a bare-bones, ultra-lightweight template for anyone who needs to perform a quick competitor ranking without any fluff or commitment.

Pros & Cons

• Pro: It's completely free with an instant download, no email or personal information required.
• Pro: The simple, weighted scoring system is easy to understand and adapt for rapid analysis.
• Con: The visual design is very basic and dated, making it unsuitable for polished client presentations.
• Con: It lacks any advanced features, visualizations, or guidance, putting the entire analytical burden on the user.

Get the template from ExcelDownloads.com

11. ExcelWonders

If you need a competitor analysis Excel template that produces visuals sharp enough for a boardroom presentation, ExcelWonders has you covered. Their template is designed to transform raw data into polished, dashboard-style comparisons that are easy for stakeholders to digest. It’s a macro-enabled workbook that feels more like a mini-application than a simple spreadsheet, focusing heavily on attractive data visualization.

This template is ideal for anyone who needs to present their findings to leadership or clients and wants to make a strong impression. The low, one-time cost makes it an accessible option for those who want a premium look without a recurring subscription. The macro functionality allows for a more dynamic experience, helping you slice and dice data to showcase market positioning and feature gaps effectively.

> The Bottom Line: ExcelWonders delivers a visually impressive template for a small one-time fee, perfect for creating presentation-ready competitive analysis dashboards.

Pros & Cons

• Pro: The output is highly polished and visual, making it great for sharing with executives or investors who need to see the big picture quickly.
• Pro: It's a very affordable one-time purchase, offering a lot of visual bang for your buck compared to building something similar from scratch.
• Con: Being a macro-enabled workbook (.xlsm), it might get flagged or blocked by strict corporate IT security policies.
• Con: It comes from a smaller vendor, so support and a surrounding ecosystem of tools might be more limited compared to larger platforms.

Get the template from ExcelWonders

12. Hub-Sheet.com

Hub-Sheet.com offers a simple and effective competitor analysis Excel template for those who appreciate a no-nonsense approach. This one is all about getting the job done without any complex frills or mandatory email sign-ups. It's a great choice if you just want a solid spreadsheet framework that you can download and start customizing immediately.

What makes Hub-Sheet stand out is its transparency; you can see a full preview of the sample spreadsheet and its basic dashboard right on the page. This "try before you download" approach removes any guesswork. The template comes ready with prebuilt criteria for comparing features, pricing, and market positioning, but it's simple enough that you can easily tailor it to your specific industry needs. It's the digital equivalent of a reliable, multi-purpose pocket knife for your analysis toolkit.

> The Bottom Line: Hub-Sheet.com is perfect for anyone who values simplicity and wants to preview exactly what they're getting before they download.

Pros & Cons

• Pro: It's completely free, and you can download it directly without providing an email address or any personal information.
• Pro: The on-page preview and sample spreadsheet are incredibly helpful for quickly deciding if the template fits your needs.
• Con: As a lesser-known provider, there's limited information on support or updates for the template.
• Con: The design is very general and may require significant customization to be useful for niche industries.

Get the template from Hub-Sheet.com

Top 12 Competitor Analysis Excel Templates

| Tool | Core features ✨ | Quality ★ | Price/Value 💰 | Target 👥 | USP 🏆 | |---|---:|:---:|:---:|:---:|:---| | HubSpot | Ready-to-use competitive matrix (Excel/Word/PDF/Sheets), template pack | ★★★ | 💰 Free (email gate) | 👥 SMBs, marketing teams, founders | 🏆 Trusted brand, quick start | | Smartsheet | Multiple Excel templates (landscape, pricing, value matrix) + how‑to guidance | ★★★★ | 💰 Free (some sign-ups) | 👥 Newcomers, PMs, analysts | 🏆 Variety + instructional context | | ProjectManager | Excel template focused on strengths/weaknesses, standardized data collection | ★★★ | 💰 Free (possible email prompts) | 👥 Project teams, managers | 🏆 Team-friendly, presentation-ready | | Someka | Expandable workbook, auto market‑share charts, no‑VBA, printable dashboards | ★★★★ | 💰 Paid (single/multi licenses) | 👥 Analysts, small consultancies | 🏆 Polished visuals, Mac/Win compatible | | Template.net | Editable Excel & Google Sheets, report-style templates, corporate formatting | ★★★ | 💰 Mixed (free + subscription) | 👥 Corporate teams, report authors | 🏆 Consistent, corporate-ready styles | | WordLayouts | Small, focused Excel/Sheets with company highlights, market, product, SWOT | ★★ | 💰 Free (attribution required) | 👥 Founders, small teams | 🏆 Lightweight, truly free starter sheet | | BestTemplates | Dashboard-style Excel, KPI emphasis (quality, pricing, brand) | ★★★ | 💰 Paid one‑off (affordable) | 👥 Presenters, exec packs | 🏆 Pitch-friendly visual outputs | | Etsy (marketplace) | Wide variety of creator-made templates, instant downloads, reviews | ★★–★★★ | 💰 Affordable, varies by seller | 👥 Niche users, small businesses | 🏆 Diverse, niche-specific options | | Eloquens | Consultant/analyst toolkits with instructions, author pages, ratings | ★★★★ | 💰 Mix free & paid | 👥 Consultants, analysts, strategists | 🏆 Practitioner-grade frameworks | | ExcelDownloads.com | Lightweight scoring grid with weighting, highly compatible files | ★★ | 💰 Free | 👥 Quick comparisons, DIY users | 🏆 Minimal learning curve, fast edits | | ExcelWonders | Macro-enabled workbook, dashboard visualizations, custom metrics | ★★★★ | 💰 Low one‑time cost | 👥 Brand/marketing teams, presenters | 🏆 Polished dashboards, macro-powered | | Hub-Sheet.com | XLSX + Google Sheets, prebuilt criteria & aggregation, sample preview | ★★★ | 💰 Free/low cost | 👥 Users wanting demoable starter templates | 🏆 Sample preview + ready aggregation logic |

When Your Excel Sheet Starts Crying for Help

Alright, we’ve journeyed through the wild world of spreadsheets, from HubSpot’s slick offerings to the bespoke creations on Etsy. You're now armed with a dozen different ways to wrangle competitor data into neat little rows and columns. A solid competitor analysis excel template can be a game-changer, especially when you're just starting out or tackling a one-off project.

These templates give you structure. They force you to think about what really matters, whether it's pricing tiers, SWOT analysis, or that one killer feature your rival just launched. They transform a messy pile of observations into an organized, actionable framework. For early-stage startups or product managers mapping out a new feature, grabbing a free template is a fantastic first step. It gets the ball rolling without costing you a dime.

The Tipping Point: From Asset to Anchor

But let's be real. There comes a point where your beloved spreadsheet starts to feel less like a helpful tool and more like a ball and chain. You know the feeling. You’ve spent hours meticulously updating pricing info, only to discover a competitor changed their plans again yesterday. The manual data entry, the endless copy-pasting, the constant fear that your data is already stale—it all adds up.

This is the tipping point. It’s the moment your competitor analysis excel template stops saving you time and starts draining your soul. If you find yourself spending more time updating your spreadsheet than actually analyzing the data and making strategic decisions, you've outgrown it. Your time is far too valuable to be spent on manual data collection that a machine could do in its sleep.

Upgrading Your Arsenal: Beyond the Spreadsheet

When the manual grind becomes too much, most people think of big, complex platforms. Tools like Ahrefs or Semrush are incredible for deep dives into SEO and keyword data, but they come with a hefty price tag and often only solve one piece of the puzzle. They won't track your competitors' product features, analyze their G2 reviews, or map their market positioning for you. A more focused tool like Already.dev can handle all that without the eye-watering monthly bill.

This is where automated competitive intelligence comes in. Instead of you hunting down the data, the data comes to you. This is the fundamental shift from a static template to a dynamic system.

Think about it this way:

• Time Savings: What currently takes you 20-40 hours of manual research can be done in minutes.
• Data Freshness: The platform continuously monitors the market, so your insights are based on what's happening now, not last quarter.
• Deeper Insights: AI can spot patterns and identify "invisible" competitors that you might have missed during your manual search.
• Full-Spectrum View: You get a holistic picture, from feature-by-feature breakdowns and pricing models to customer sentiment and market trends, all in one place.

So, use the templates we’ve covered. Get your hands dirty and build that initial understanding of your market. But the second you feel that familiar dread of having to update "the spreadsheet" again, know that there's a better way. Your goal isn't to be a world-class spreadsheet manager; it's to build a winning product and outsmart your competition. Don't let your tools hold you back.

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Ready to ditch the manual data entry for good? Already.dev uses AI agents to automate your competitive research, delivering comprehensive reports on features, pricing, and market positioning in minutes, not weeks. Stop updating spreadsheets and start outmaneuvering your competition by visiting Already.dev to see how it works.