Competitor Analysis Matrix Template
Scores six companies on weighted criteria with a rank, a yes/no feature matrix with coverage, and a formula-built list of positioning gaps.
Competitor Analysis Matrix Template is a free Excel workbook: 4 sheets, 191 live formulas and realistic sample data throughout, 15 KB as .xlsx.
The formulas are printed on this page, unedited, so you can check the method before downloading anything. Swap in your own numbers and the whole file recalculates — which is the part no chat window can hand you. Opens in Excel, Google Sheets, Numbers and LibreOffice; no add-in and no macro.
A look inside
This is a real slice of the Gaps sheet from the actual file — not a screenshot, and not a mock-up. Cells shown in violet are live formulas, exactly as they arrive.
| # | # | Criterion | Our score | Best | Leader | Gap | Weight |
|---|---|---|---|---|---|---|---|
| 3 | 1 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A3,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A3,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A3,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A3,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A3,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A3,Sc… |
| 4 | 2 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A4,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A4,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A4,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A4,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A4,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A4,Sc… |
| 5 | 3 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A5,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A5,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A5,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A5,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A5,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A5,Sc… |
| 6 | 4 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A6,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A6,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A6,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A6,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A6,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A6,Sc… |
| 7 | 5 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A7,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A7,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A7,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A7,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A7,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A7,Sc… |
| 8 | 6 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A8,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A8,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A8,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A8,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A8,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A8,Sc… |
| 9 | 7 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A9,Sc… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A9,Sc… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A9,Sc… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A9,Sc… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A9,Sc… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A9,Sc… |
| 10 | 8 | =IFERROR(INDEX(Scoring!$A$2:$A$9,MATCH(A10,S… | =IFERROR(INDEX(Scoring!$C$2:$C$9,MATCH(A10,S… | =IFERROR(INDEX(Scoring!$I$2:$I$9,MATCH(A10,S… | =IFERROR(INDEX(Scoring!$K$2:$K$9,MATCH(A10,S… | =IFERROR(INDEX(Scoring!$J$2:$J$9,MATCH(A10,S… | =IFERROR(INDEX(Scoring!$B$2:$B$9,MATCH(A10,S… |
What’s in the file
What it explains
- Weights are the analysis
- Score against the best, not against the average
- Feature gaps need a threshold
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