A Competitive Template for Product Managers

Evergage Blog

Ideas and Strategies for Real-Time Personalization

June 15, 2014 by

 

Provide a one page competitive analysis to your Sales Teams

I orginally made this template to provide one page competitive comparisons for the Sales teams at past software companies.   Most loved it.   Some thought it was too detailed.  I've continued to refine it and use variants of it over the past 7 years.  I like it better than the classic SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis.

Clarify your thinking and your road map.

I find this template helpful for clarifying my own thinking.  I analyze a competitor, put the highlights on one sheet, print it out and think hard about it.  I then go back through, and on the same sheet, in a different color, I enter where I think we each will be a year from now.

Doing so helped me identify a major competitive threat.  We were four times the price and they were chipping away at our feature differentiation.  Putting their attributes and a guess at both of our roadmaps down in black and white on one page brought the threat home to me and to others on the team.  We used this to propose an adjusted roadmap.

Here are the templates for your use.

You are free to use them as you wish within your own company or organization.

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