Staying ahead of your competition is essential, but starting from a blank spreadsheet is a huge waste of time. You need a structured way to track their pricing, product features, and marketing strategy without reinventing the wheel. A solid competitor analysis template free from the start saves you hours and ensures you collect the right data every time.

This guide cuts through the noise. We’ve found the 12 best free competitor analysis templates for every need. Whether you're a marketer doing a quick SWOT analysis or a product manager mapping feature gaps, there’s a template here for you. We’ll cover top options from HubSpot, Miro, Notion, and more.

For each template, we’ll show you:

• Its best use case.

• A direct download link.

• A screenshot so you know what you’re getting.

Our goal is to help you find the right template and start using it today. We’ll even show you how to fill these templates automatically, turning them from empty documents into powerful strategic tools. To get the most from your template, you'll also need the right data tools. Explore our list of the best free competitor analysis tools to find platforms that can help.

Let's find the perfect template to give you a winning edge.

1. Clura

Clura isn't a traditional template you download; it’s an AI-powered browser agent that automates the hardest part of competitor analysis: gathering the data. Instead of manually copying and pasting product details, pricing, or social media stats, Clura’s Chrome extension lets you scrape this information from any public website with a single click. It's the perfect tool for filling any competitor analysis template free of manual work, turning a days-long project into a few minutes.

What makes Clura great is its no-code approach. You don't need any technical skills. Just install the extension, go to a competitor's website, and use a pre-built "smart template" to pull structured data. You can then export a clean CSV file, ready to import into your favorite spreadsheet or analysis tool.

Key Strengths & Use Cases

Clura’s smart templates cover a huge range of sources, making it a go-to solution for any analysis.

• E-commerce Analysis: Easily scrape product titles, prices, and ratings from Amazon or Shopify to see how you stack up.

• Content & SEO Strategy: Extract your competitors' blog post titles, social media updates, or YouTube video stats to find content gaps.

• Market Intelligence: Monitor company profiles on LinkedIn or Crunchbase for funding news and team size to stay ahead of market shifts.

The entire process is built for speed. With a generous free plan offering 300 data rows per month, you can test its power and automate your research right away.

Ultimately, Clura lets you focus on strategy instead of manual data entry.

Visit Clura to Automate Your Data Collection

2. HubSpot

HubSpot is a powerhouse in the marketing world, and their free templates are legendary. If you need a reliable competitor analysis template free of charge, HubSpot has you covered. They offer a comprehensive package with templates in multiple formats, including Google Sheets, Excel, and Word. This flexibility makes it a fantastic starting point for any team.

The templates are designed for marketers. They feature clean, side-by-side comparison grids that simplify documenting competitor strengths, weaknesses, and pricing. Each download also includes clear instructions, making it perfect for those new to competitive intelligence. You can learn more about applying these insights in our guide to competitor analysis in marketing.

Key Features & Assessment

HubSpot’s offering is a trusted resource that stands out for its accessibility.

• Multi-Format Availability: Choose from Google Sheets, Excel, PDF, or Word to fit your workflow.

• Beginner-Friendly Guidance: The included instructions are super helpful for first-timers.

• Marketing-Centric Design: The template is built to capture data for SWOT analysis and feature comparisons.

While the templates are incredibly useful, you'll need to provide an email to download them. Overall, it’s an unbeatable starting point for any team.

Download Template from HubSpot

3. Miro

For teams that think visually, Miro offers a different approach. Instead of rigid spreadsheets, Miro provides a dynamic canvas to build a competitor analysis template free of constraints. It’s less about filling out cells and more about creating a visual map of the competitive landscape. This makes it perfect for brainstorming sessions and remote team alignment. You can drag and drop screenshots, add sticky notes, and connect ideas to make sense of your research in real-time.

Miro's templates encourage teams to contribute their unique perspectives—from marketing to product—all in one shared space. The platform’s strength lies in transforming static research into a living document that sparks conversation and strategic thinking.

Key Features & Assessment

Miro is the go-to for teams who need a flexible, collaborative way to dissect the competition.

• Collaborative Whiteboard: Its drag-and-drop interface is ideal for live, interactive workshops.

• Multiple Template Variants: Choose from templates for landscape mapping, feature comparisons, or general analysis.

• Visual Synthesis: Excellent for mapping user flows and comparing website layouts visually.

While Miro’s free plan is generous, it does have limits on the number of editable boards. Still, its free offering is an incredible tool for turning competitive research into a shared team experience.

Get Template from Miro

4. Figma (FigJam)

For design-led teams, Figma’s collaborative whiteboard tool, FigJam, offers a fantastic competitor analysis template free of charge. This isn't your typical spreadsheet. It’s a flexible canvas that turns competitive research into an interactive workshop. It’s perfect for teams that need to visually map out UX flows, compare product features, and present findings in an engaging way.

The FigJam template is designed for real-time brainstorming. You can drag and drop screenshots, use digital sticky notes for SWOT analysis, and see your team’s comments appear live. This makes it an incredible tool for product managers, UX designers, and marketers who want to connect competitive insights directly to the design process.

Key Features & Assessment

FigJam brings a uniquely visual and collaborative energy to competitive analysis.

• Real-Time Collaboration: Work together on a shared canvas with live cursors and comments.

• Visual-First Approach: Ideal for comparing UX/UI and mapping customer journeys.

• Seamless Figma Integration: Easily link your analysis to design files and prototypes.

• Low Learning Curve: The intuitive interface is easy for everyone to pick up.

While its visual format is a major strength, it’s less suited for deep quantitative analysis. The free plan also has limitations on files. However, for design-centric teams, this template is a game-changer.

Get Template from Figma

5. Notion

For teams that use Notion, this template is more of a dynamic database than a static document. Notion provides a powerful competitor analysis template free to use within its flexible workspace, transforming how you track rivals. Instead of a simple spreadsheet, you get interconnected database pages for creating rich competitor profiles, feature comparisons, and sales battlecards. This makes it ideal for continuous monitoring.

The template's magic lies in its database structure. You can add properties to track anything from pricing to marketing channels. Different views like lists, tables, and Kanban boards let you visualize data in different ways. Linking competitor profiles to internal documents (like product roadmaps) creates a single source of truth for your team.

Key Features & Assessment

Notion's template is a great collaborative, long-term solution that grows with your team.

• Dynamic Database Structure: Go beyond static rows with customizable fields and multiple views.

• Deeply Integrated: Seamlessly link competitor data to other pages and projects in your Notion workspace.

• Built for Collaboration: Features like page comments make it easy for teams to contribute and stay updated.

The main catch is that this template requires a Notion workspace. It’s an incredible choice for teams seeking a flexible, integrated system for ongoing analysis.

Get Template from Notion

6. Smartsheet

Smartsheet acts as a hub for a wide array of free competitor analysis templates. Instead of a single file, they provide a curated library of resources, making it easy to find a competitor analysis template free for specific needs like web, social media, or small business strategy. This approach is perfect for teams who want to choose from various layouts in classic formats like Excel, Word, and PowerPoint.

The collection is designed for practicality. Each template comes with clear instructions, guiding you on what data to collect and why it matters. You don't need a Smartsheet subscription to access these downloads, which is a huge plus for teams on a budget.

Key Features & Assessment

Smartsheet's library stands out for its variety and focus on widely-used document formats.

• Diverse Template Library: Access templates designed for web analysis, social media monitoring, product comparisons, and more.

• Multiple Office Formats: Downloads are available in Word, Excel, PowerPoint, Google Docs, and PDF.

• Instructional Content: Each template is paired with helpful guidance on how to fill it out effectively.

While the selection is impressive, the page includes some links that promote Smartsheet’s paid software. For teams needing a straightforward, no-frills template, Smartsheet is a fantastic destination.

Download Templates from Smartsheet

7. ClickUp

ClickUp turns competitive analysis into an actionable project within your team's workflow. For teams already using ClickUp, their competitor analysis template free offerings are a game-changer, seamlessly integrating research with task management. They provide a whiteboard template for visual brainstorming and a specialized SEO template with custom fields for tracking metrics like traffic and keyword rankings.

This approach is perfect for teams who want to turn insights into immediate action. You can assign tasks, set deadlines, and discuss findings directly within the template. The SEO version is especially powerful for marketing teams, providing a framework to monitor competitors' search strategies without leaving your project management hub.

Key Features & Assessment

ClickUp’s strength lies in making competitive intelligence an operational part of your projects.

• Integrated Project Management: Connects competitor data directly to tasks and deadlines.

• Specialized SEO Template: Includes custom fields for crucial SEO metrics to speed up analysis.

• Multiple Views: Switch between Table, Board, and Doc views to visualize your data.

To access these templates, you'll need a ClickUp account. For teams looking to embed competitive analysis into their daily operations, the free offering provides a powerful solution.

Download Template from ClickUp

8. Atlassian Confluence

For teams in the Atlassian ecosystem, Confluence provides an integrated solution. Instead of a standalone spreadsheet, Confluence offers a competitor analysis template free to use within its platform, turning your research into a living document. This is perfect for product, marketing, and engineering teams who need to connect insights directly to project management tools like Jira. The template helps you capture key details like pricing, messaging, and SWOT analysis in a collaborative wiki format.

The real magic is its deep integration. You can easily link competitor weaknesses to new feature tickets in Jira or reference your analysis in product requirement documents. To maximize collaboration, explore the benefits of integrating Confluence with Slack for seamless teamwork. This transforms your analysis from a static report into an actionable asset.

Key Features & Assessment

Confluence makes competitive analysis a core part of your team’s shared knowledge base.

• Integrated Workflow: Directly links your findings to Jira issues and project documentation.

• Structured Templates: Offers dedicated templates for competitive analysis and Porter's Five Forces.

• Collaborative & Versioned: Functions as a centralized wiki, so your team always has the latest intelligence.

Accessing these templates requires a Confluence subscription. For organizations prioritizing integrated documentation, it’s an unbeatable choice.

Explore Template in Confluence

9. Canva

Canva transforms data analysis into a visual storytelling experience. For teams that need to present findings to stakeholders, Canva's competitor analysis template free offerings are perfect for creating polished and easy-to-digest reports. Instead of a spreadsheet, you get editable documents and presentations that make your insights look professional and compelling. This is fantastic for marketing teams, sales enablement, and creating battlecards.

The platform’s strength is its intuitive drag-and-drop editor, which allows for quick customization with brand colors, logos, and charts. Canva Docs provides numerous pre-built layouts, from simple comparison tables to market positioning maps. The focus is on creating impactful, presentation-ready deliverables that communicate key takeaways effectively.

Key Features & Assessment

Canva’s templates are a breath of fresh air for anyone tired of staring at rows of data.

• Visually Stunning Templates: Move beyond spreadsheets with templates designed for presentations and infographics.

• Drag-and-Drop Customization: Easily add your brand kit and use a vast library of icons and graphics.

• Export & Presentation Modes: Seamlessly export your analysis as a PDF or present it directly from Canva.

While Canva is fantastic for visual reports, some advanced design elements are locked behind a Canva Pro subscription. It's best for summarizing findings rather than performing complex analysis.

Get Template from Canva

10. Venngage

Sometimes, a spreadsheet just doesn't cut it, especially when you need to present your findings. This is where Venngage shines, transforming raw data into compelling visuals. It offers a fantastic library of layouts that serve as a powerful competitor analysis template free of the boring grid format. Its focus is on creating professional, presentation-ready one-pagers, SWOT analyses, and comparison charts.

Venngage is perfect for sales teams building battlecards or marketers creating proposal inserts. The platform provides a rich library of icons and layouts that allow you to quickly tailor a high-impact visual summary. It’s an ideal tool for translating your deep-dive analysis into a story that resonates instantly.

Key Features & Assessment

Venngage is all about visual communication, making it a valuable resource for presenting competitive intelligence.

• Infographic & Visual Formats: Specializes in turning data into visually appealing infographics and charts.

• Rich Asset Library: Access a wide range of icons, stock photos, and color schemes.

• Presentation-Ready Output: The templates are designed to be immediately usable in slide decks and reports.

Venngage operates on a freemium model. While you can create great visuals on the free plan, many of the best templates and export options are behind a paywall. The free plan also includes Venngage branding on exports.

Create Visual Analysis on Venngage

11. Template.net

Template.net is a massive repository for anyone needing a competitor analysis template free for virtually any purpose. It provides a huge catalog of structured reports, matrices, and niche-specific documents in Word and Google Docs formats. This makes it an ideal destination for teams who need a professionally designed, ready-to-present document without spending time on formatting.

The platform's strength lies in its sheer variety. You can find templates tailored for SEO analysis, restaurant comparisons, and brand positioning. This specificity saves a ton of time. While many templates are free, some premium designs may require a subscription. Pair these templates with some of the best competitor analysis tools to automate your data gathering.

Key Features & Assessment

Template.net excels at providing ready-made, presentable documents for a wide range of needs.

• Niche-Specific Variants: Offers specialized templates for different industries (e.g., restaurant, brand, SEO).

• Document-Focused Formats: Primarily provides Word and Google Docs templates, perfect for formal reports.

• Broad Selection: The extensive library means you’re likely to find a layout that fits your style.

The main drawback is that quality can be inconsistent. Additionally, the best-looking options are often gated behind a subscription. Still, it remains a fantastic resource for finding a well-structured document.

Download Templates from Template.net

12. Coefficient

For teams that live in spreadsheets, Coefficient offers a data-centric approach. Their free competitive matrix template is designed for Google Sheets and Excel, making it perfect for analysts who prefer a quantitative, side-by-side scoring system. This template gets straight to the point with pre-built scoring logic and charts. It’s an ideal competitor analysis template free of charge for anyone who wants to quickly visualize where they stand.

The spreadsheet-first design makes it incredibly easy to connect to other data sources. It’s structured to help you objectively score competitors on key features, pricing, and market presence. Understanding how your pricing stacks up is critical, and you can learn how to gather this information with this guide on online price tracking. Coefficient's template simplifies organizing that data.

Key Features & Assessment

Coefficient's template excels in its focused, analytical approach for spreadsheet-savvy teams.

• Prebuilt Scoring & Visualization: Includes built-in formulas and charts to automatically visualize your landscape.

• Spreadsheet-Native: Works seamlessly within Google Sheets and Excel.

• Data-Driven Matrix: Perfect for objective, feature-by-feature comparisons.

The main limitation is its focus on the matrix style, which may not be enough for a comprehensive SWOT analysis. For a quick and scannable competitive overview, this template is hard to beat.

Download Template from Coefficient

Top 12 Free Competitor Analysis Template Comparison

Turn Your Template into an Action Plan

You now have a list of the best free competitor analysis templates available. From HubSpot's spreadsheets to Miro's collaborative whiteboards, there's a tool for every need. A great template is more than just a document; it's a launchpad for strategic action. It provides the structure to organize complex information and uncover hidden opportunities.

From Data Collection to Strategic Decision

But what truly separates a good analysis from a great one? The quality of the data you feed into it. Manually scouring websites and social media is slow and tedious. This is where the real transformation happens. By pairing a template with an automation tool, you shift your focus from data entry to high-impact strategic thinking.

Imagine your template automatically filling with the latest pricing information, customer reviews, and feature updates from your competitors. This is what's possible today. The goal is to create a living competitive intelligence system, not a static report.

Choosing Your Perfect Template and Workflow

Here are your next steps to build a winning competitive strategy:

• Define Your Goal First: Are you focused on marketing, product features, or pricing? Your goal will determine the best template. A SWOT analysis in Miro is great for high-level strategy, while a feature comparison in a HubSpot spreadsheet is ideal for product teams.

• Embrace Automation: Your time is your most valuable asset. Use a tool like Clura to automate data collection. This is the biggest lever you can pull to make your competitor analysis more effective.

• Make It Collaborative: Competitive intelligence is a team sport. Share your findings using platforms like Notion or Figma to ensure everyone is aligned. A shared understanding of the competitive landscape empowers your entire organization.

• Iterate and Adapt: The market is always changing. Your analysis should be an ongoing process. Schedule regular check-ins to update your template, discuss new findings, and adjust your strategy.

A competitor analysis template free of charge is your blueprint. But it's your commitment to filling it with high-quality, automated data and turning those insights into action that will define your success.

Ready to stop copy-pasting and start strategizing? Clura is the AI-powered browser agent that automates data collection, letting you scrape competitor websites and export clean data into any template with one click. Transform your free competitor analysis template from a static document into a dynamic intelligence hub.

Explore prebuilt templates.