12 Free Competitor Analysis Templates That Don't Suck

The term "competitor analysis" just sounds boring, doesn't it? It conjures up images of stuffy boardrooms and spreadsheets with a billion tabs. You're supposed to magically know what to track, how to organize it, and then turn that messy data into a brilliant strategy? Yeah, good luck with that. Staring at a blank spreadsheet is a special kind of hell, especially when you'd rather be, you know, actually building something.

Before you waste a weekend wrestling with Excel, just grab a template. We did the boring work for you and rounded up 12 of the best free competitor analysis templates from places like HubSpot, Miro, and Notion. We’re not just listing them; we’re telling you what they’re good for (and what they’re not).

Each one has screenshots, links, and our honest take so you can find the right fit without the guesswork. These templates give you a massive head start, but if you want to understand the "why" behind the data, brushing up on competitive analysis techniques can make you look extra smart in your next meeting. Now, let’s find you a shortcut to figuring out what your rivals are up to.

1. HubSpot

If you need a business template for anything, HubSpot probably has one. They're the kings of this stuff. Their free competitive analysis templates pack covers everything from a bird's-eye view of the market to a super-detailed feature comparison. Seriously, they've got something for you whether you love spreadsheets or live in PowerPoint.

The biggest win here is the variety. You can grab their templates in Excel, Google Sheets, PDF, and even PowerPoint. This is perfect for teams where everyone uses a different tool. It’s a solid, no-fuss framework when you just need to get started without designing something from scratch.

Why It's a Top Pick

• Formats for Everyone: Excel, Google Sheets, Word, Docs, and PowerPoint. No one gets left behind.
• It's a Whole Kit: The pack includes multiple templates, like a SWOT analysis and a marketing plan outline.
• Trusted Brand: You know you're getting something decent from a marketing giant. For a deeper dive into the brainpower behind these, you can learn about conducting a great competitive analysis.

Potential Downsides

Get ready to give them your email. The templates are free, but they want your contact info in return. The designs are also more functional than flashy, but hey, they work.

2. Smartsheet

If you want a free competitor analysis template that holds your hand a bit, Smartsheet is a great place to look. Their page is less of a single download and more of a library. They offer templates for a high-level market overview, a deep dive into social media presence, and everything in between. Perfect for when you know exactly what you need to spy on.

The real gold here is the instructions. Each template comes with clear explanations on how to use it, making it super beginner-friendly. You get the template and a mini-lesson on how to not mess it up. Best part? No need to sign up for a Smartsheet account. Just download and go.

Why It's a Top Pick

• Lots of Flavors: Find specific templates for web/social analysis, small businesses, and presentation-ready formats.
• Excellent Guidance: Each template includes clear instructions, which is awesome if you're new to this whole spy game.
• No Strings Attached: You can download everything in Word, Excel, PDF, or Google formats without giving up your email. A rare treat.

Potential Downsides

These are just static documents. They’re great for working alone, but they don't have fancy real-time collaboration features. They’re meant to be filled out and emailed, not worked on together as a team.

3. Miro

If spreadsheets make you want to take a nap, Miro is your new favorite playground. It throws out the boring cells and rows for an infinite digital whiteboard where you and your team can map out the competitive landscape in real time. Their free competitor analysis template offerings are built for brainstorming, making them perfect for those chaotic-but-genius workshop sessions.

The magic is in the drag-and-drop interface. You can toss in sticky notes, draw arrows, and embed images or videos right on your board. It turns competitor analysis from a lonely data-entry chore into a fun, interactive session that actually gets the whole team on the same page.

Why It's a Top Pick

• Super Collaborative: Perfect for remote or hybrid teams to work together on the same board without stepping on each other's toes.
• Easy on the Eyes: Way more inspiring than a spreadsheet for figuring out who sits where in the market.
• Template Overload: Their "Miroverse" has a huge library of community-made templates for SWOT, PEST analysis, and more. For other great tools, check out the best free competitor analysis tools available.

Potential Downsides

The free plan is pretty good but has limits, especially on how many editable boards you can have. If you plan on doing this a lot, you might hit a paywall. Exporting a high-res version of your masterpiece can also cost you.

4. Mural

If your brain works best with a whiteboard and sticky notes, Mural is the digital version of that. They offer a great free competitor analysis template designed for real-time, interactive workshops. It's less of a static document and more of a dynamic canvas where your team can brainstorm and map out the competitive scene together.

This template is perfect for turning a solo research project into a team strategy session. It comes with pre-built sections for SWOT analysis, competitor matrices, and positioning maps. You can drag, drop, comment, and use emoji reactions, making it a much more engaging way to figure out what your rivals are doing.

Why It's a Top Pick

• Made for Teamwork: This isn't just a template; it's a shared workspace. Ideal for remote teams who need to get on the same page.
• Visually Clean: The workshop-friendly layout makes complicated info easy to digest and argue about.
• Strategic Frameworks Included: It goes beyond simple data entry with sections for SWOT, pricing, reviews, and market positioning.

Potential Downsides

You’ll need to create a free Mural account to use it. The free plan has its limits, and if you want to export your board in high-res or use advanced features, you'll have to open your wallet.

5. Notion

If you want your competitor analysis to be a living document instead of a dusty file, Notion is your jam. Its community-driven template gallery has a fantastic free competitor analysis template designed like a dynamic database. Forget rigid cells; this is about building rich profiles for each competitor that your whole team can work on in real-time.

Notion's real power is its flexibility. You can add whatever properties you want, link to other project pages, and switch between table, gallery, and kanban views with a click. It’s perfect for teams that want to continuously track competitors, making it an ongoing strategic tool instead of a one-time report.

Why It's a Top Pick

• Infinitely Customizable: Add or remove any data points you want—from pricing tiers to social media links.
• Team-Friendly: It’s built for sharing, commenting, and assigning tasks, keeping everyone in the loop.
• All-in-One Workspace: You can connect your competitive analysis directly to your product roadmaps and marketing plans all within Notion.

Potential Downsides

Notion is great for organizing data, but it sucks at visualizing it. You can't make charts or graphs. You'll have to export your data elsewhere for that. The good news is, grabbing the template is free and instant.

6. ClickUp

If your team lives in a project management tool, ClickUp’s free competitor analysis template will feel like home. Instead of a boring, separate spreadsheet, they give you a dynamic template that plugs right into your workspace. This means you can turn your analysis into actual work without switching apps.

Their template uses lists, custom fields, and whiteboard views to organize everything from a high-level SWOT analysis to nitty-gritty SEO stats. It’s perfect for teams that want to go from insight to action quickly. You can track a competitor's traffic, then immediately assign a task to your content team to beat them.

Why It's a Top Pick

• Action-Oriented: The biggest plus is turning findings into trackable tasks instantly. No more good ideas lost in a forgotten file.
• Integrated Workflow: Ideal for teams already using ClickUp, keeping all your planning and doing in one place.
• Flexible Views: Look at your data as a simple table or a collaborative whiteboard for brainstorming. For a deeper look at what to track, check out this guide on what to include in a competitive analysis template.

Potential Downsides

You need a ClickUp account to use it, so it’s not a simple download. The template is free, but the really powerful automation and reporting features are locked behind their paid plans.

7. Figma FigJam

If your team speaks the language of design, FigJam is the perfect spot for a more visual, collaborative take on competitor analysis. Forget rows and columns; you get a giant digital whiteboard. This free competitor analysis template is a dream for product and UX teams who want to map out user flows, compare interface designs, and brainstorm in real-time.

It’s less about crunching numbers and more about understanding the competitive landscape from a user's point of view. The template is super interactive, letting you use stickers, emotes, and even audio chat to hash things out. It’s a fast, dynamic, and dare I say, fun way to do your research.

Why It's a Top Pick

• Insanely Collaborative: The whiteboard with audio chat, stickers, and voting is made for team sessions.
• UX/Product Focused: Perfect for visually comparing features, user flows, and design elements side-by-side.
• Seamless Figma Integration: If your design team already uses Figma, this slides right into their workflow.

Potential Downsides

This is not your dad's spreadsheet. While it's great for visual brainstorming, it's not built for heavy data. You’ll probably need to export your findings into a different format if you need a formal report for the suits.

8. Lucidchart (Lucid)

Tired of staring at spreadsheets? Lucidchart is a breath of fresh air. It offers a free competitor analysis template that’s all about visual storytelling. Instead of just plugging in numbers, you get to build diagrams, comparison tables, and even use digital sticky notes to map out the competitive scene.

This diagram-first approach is perfect for product and strategy teams who need to present their findings in a clear, compelling way that won't put people to sleep. It’s built for collaboration, letting remote teams jump in, add comments, and build the analysis together in real-time. Think of it as a smart whiteboard for your competitive strategy.

Why It's a Top Pick

• Highly Visual: Great for visual thinkers and for creating presentation-ready diagrams that are easy to understand.
• Built for Collaboration: Easy sharing and commenting make it ideal for remote or distributed teams.
• Workflow Integration: Connects with other useful templates to help you turn your brilliant insights into an actual plan.

Potential Downsides

It's great for making things look pretty, but all the data entry is manual. If you're used to the speed of a spreadsheet, this might feel a bit slow. You'll need a free Lucid account to get started.

9. Airtable

If you're sick of manually copy-pasting competitor data, Airtable has a template from the future. Their "Automate competitor product research" template uses AI to automatically scrape and organize competitor features from around the web. It’s less of a static spreadsheet and more of a living, self-updating intelligence dashboard.

This is a game-changer for teams in a fast-moving market. Instead of spending hours digging through websites, you can let Airtable do the heavy lifting, giving you more time for actual thinking. The template creates a cool "feature radar" view that makes it super easy to see where you stand at a glance.

Why It's a Top Pick

• AI-Powered Data Gathering: Let the robots do the boring work. It automatically fills your base with competitor features.
• Continuous Monitoring: This isn't a one-and-done template. You can refresh the data to keep your analysis current without starting over.
• Highly Customizable: It's Airtable, so you can tweak everything—add new fields, create custom views, and make it your own.

Potential Downsides

Getting the AI to pull data perfectly might take a little setup. While the template is free to start with, you'll need to be on a paid Airtable plan to really unlock its AI and automation powers.

10. Canva

If you need your competitor analysis to look like a designer made it, Canva is your secret weapon. It’s less about raw data and more about making your findings look amazing for a presentation. Canva has a huge library of free competitor analysis templates, including visual frameworks like SWOT analysis, all designed to be easily shared.

Canva's magic is its drag-and-drop interface, which makes it ridiculously simple to create professional-looking charts and diagrams, even if you have zero design skills. It’s perfect for turning complex insights into a polished, easy-to-digest story for your team or investors. The collaborative whiteboards are also great for real-time brainstorming.

Why It's a Top Pick

• Stunning Visuals: Go from bland data to beautiful, presentation-ready slides in minutes.
• Collaboration-Friendly: The online whiteboard feature is great for live team strategy sessions.
• No Design Skills Needed: An incredibly easy interface with tons of icons, charts, and graphics. For a deeper dive into the data that fuels these visuals, you can learn more about competitive analysis here.

Potential Downsides

Many templates are free, but the best graphics and advanced features are locked behind a Canva Pro subscription. It's more of a presentation tool than a deep data analysis platform, so you'll still need to gather your data somewhere else first.

11. Asana

If your goal is to turn research into action, Asana's template is a must-have. Instead of letting your analysis rot in a spreadsheet, this free competitive analysis template lives right inside your project management tool. It’s designed to help you go from "aha!" to assigned tasks seamlessly.

The magic here is the focus on execution. You can use custom fields to track competitor strengths and weaknesses, then immediately create tasks for your team to address those findings. It's less about building a massive data library and more about creating a clear plan based on what your rivals are doing.

Why It's a Top Pick

• Action-Oriented: Directly turns insights into tasks with owners and due dates, so things actually get done.
• Integrated Workflow: Perfect for teams already using Asana, keeping everything in one place.
• Multiple Views: Switch between list, board, and timeline views to see your competitive landscape however you like.
• Free to Use: The template is available on Asana’s free plan, so it's easy to get started.

Potential Downsides

You need an Asana account, so it's not a standalone file. It’s also not built for deep, number-heavy analysis—think of it as a strategic command center, not a data-crunching machine.

12. Template.net

Think of Template.net as a giant library for business documents. They offer a huge collection of free competitive analysis templates in every format imaginable, including Word, Google Docs, Excel, and PDF. This is the place to go when you need something specific, like a template for a restaurant or a tech startup, without starting from scratch.

What's cool is the sheer volume and variety. You can find everything from a simple SWOT matrix to more complex go-to-market templates. Many of them can be edited right in your browser and downloaded instantly, which is perfect for whipping up a quick document for a meeting.

Why It's a Top Pick

• Massive Variety: Huge selection of formats and tons of industry-specific designs.
• In-Browser Editing: You can make quick changes online before downloading, which is a nice time-saver.
• Easy Access: Many templates are completely free and don't require an account to download.

Potential Downsides

With such a large library, the quality can be a bit hit-or-miss. While many are free, the best-looking ones are often locked behind a premium subscription, and you may need to create an account for some downloads.

Top 12 Competitor Analysis Template Tools Comparison

| Tool | Core Features | User Experience/Quality ★ | Value Proposition 💰 | Target Audience 👥 | Unique Selling Points ✨ | |--------------|------------------------------------------------|--------------------------|------------------------------------|----------------------------------|------------------------------------------------| | HubSpot | Multi-format templates (Excel, Docs, PPT) | ★★★★ | Free, email-gated | Non-designers, marketers 👥 | High-trust brand, broad template variety | | Smartsheet | Specialized templates, usage guidance | ★★★★ | Free, no signup | Beginners, SMBs 👥 | Clear documentation, no account needed | | Miro | Interactive whiteboard, real-time collaboration| ★★★★★ | Free plan with limits | Teams, workshops 👥 | Visual, multiuser, community templates | | Mural | Collaborative whiteboard with comments | ★★★★ | Free with account required | Interactive group workshops 👥 | Real-time comments, structured sessions | | Notion | Database-style tracker, customizable | ★★★★ | Free | Teams needing living docs 👥 | Highly customizable, mobile friendly | | ClickUp | Custom fields, SEO focus, task integration | ★★★★ | Free with account, paid features | Teams managing execution 👥 | Strong task management, SEO metrics | | Figma FigJam | Collaborative whiteboard, audio chat | ★★★★ | Free | Product/UX teams 👥 | Interactive visuals, audio chat | | Lucidchart | Visual diagrams, shareable, collaborative | ★★★★ | Free | Visual thinkers, presenters 👥 | Diagram-first, remote collaboration | | Airtable | AI-driven competitor data, benchmarking | ★★★★ | Free/paid plans | Data-driven teams 👥 | AI-powered insights, continuous monitoring | | Canva | Visual strategy packs, drag-drop charts | ★★★★ | Free with Pro upsell | Non-designers, presenters 👥 | Visual ease, brand kits (Pro) | | Asana | Custom fields, dashboards, task tracking | ★★★★ | Free with workspace account | Marketing, product ops teams 👥 | Execution focus, task conversion | | Template.net | Large template library, browser-based editing | ★★★ | Free + subscription options | Quick docs, non-tech users 👥 | Industry-specific variants, broad format coverage|

Templates Are Great, But They Don't Fill Themselves In

Alright, you've got the ultimate list of free competitor analysis templates. You’re armed with everything from slick Miro boards to powerful Airtable bases. The good news: you have the perfect framework to organize your spy data.

The bad news? Now you have to actually find the data.

From Blank Page to Action Plan

Let's be honest: downloading a competitor analysis template free is the easy part. The real soul-crushing work is the manual labor of digging through dozens of competitor websites, sifting through Reddit threads, and trying to decode vague marketing fluff to figure out what features they actually have. It’s tedious, time-consuming, and a total buzzkill.

This is where most people give up. The template sits in their downloads folder, waiting for that "free weekend" that never happens. But the insights locked in that analysis are exactly what you need to find your spot in the market, nail your pricing, and build something people want to buy.

Don't Just Collect Data, Understand It

Once you start filling in your template, the goal isn't just to list features. You need to connect the dots. Here are a few things to keep in mind:

• Use the Right Tool for the Job: If you’re a visual thinker, a Miro or FigJam template is your best friend. If you need to crunch numbers on pricing, a Smartsheet or Airtable template is the way to go. Don't try to hammer a nail with a screwdriver.
• Look for the Gaps: Look for patterns. Is everyone targeting the same customer? Is there a feature gap that everyone is ignoring? These are the golden nuggets that turn a boring spreadsheet into a strategic weapon.
• Turn "Aha!" into "To-Do": Your analysis should lead to decisions. If you discover a rival sucks at customer support, that’s your opening. For a more direct way to use this info, a competitive battlecards template can arm your sales team with targeted ammo.

The Smart Way to Fill Your Template

So, how do you skip the 40-hour data-entry marathon? Big SEO tools like Ahrefs or Semrush can give you some data, but they're often crazy expensive and only show you one piece of the puzzle. They won't tell you about product features or market positioning. A great, more accessible alternative for overall market intelligence is already.dev.

But what if you could automate the whole research process? A tool like already.dev can do the heavy lifting for you. Its AI agents crawl the web, identify all your competitors, and fill in the details on their features, pricing, and marketing strategy. It turns a week of research into about four minutes of waiting.

Pairing one of these awesome free templates with an automated research tool is the ultimate power move. You skip the grunt work and jump straight to the fun part: strategizing, building, and winning.

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Ready to skip the manual research and get straight to the insights? Let already.dev populate your competitor analysis template for you. Just describe your idea, and our AI will deliver a complete market landscape in minutes, not days.