A complete starter kit — tracking grid, pricing log, and scoring rubric — so you stop watching competitors ad-hoc and start running a real intelligence program.
One row per competitor. Track the metrics that actually move deals.
Spot price moves before your sales team gets blindsided.
Rate each competitor on 5 dimensions. Prioritize your monitoring effort.
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Fill in one row per competitor. Review quarterly or after any major product release from a competitor.
| Competitor | Primary Product | Target Segment | Key Differentiator | Weaknesses | Positioning Headline | Last Updated |
|---|---|---|---|---|---|---|
| Competitor A | e.g. Analytics dashboard | e.g. Enterprise, 500+ seats | e.g. Real-time data sync | e.g. Complex onboarding | e.g. "Data without the wait" | YYYY-MM-DD |
| Competitor B | — | — | — | — | — | — |
| Competitor C | — | — | — | — | — | — |
| Competitor D | — | — | — | — | — | — |
Use ✅ / ❌ / ⚠️ (partial). Add your product in the first column to identify gaps instantly.
| Feature | You | Competitor A | Competitor B | Competitor C | Notes |
|---|---|---|---|---|---|
| Free trial / freemium | — | — | — | — | — |
| API access | — | — | — | — | — |
| SSO / SAML | — | — | — | — | — |
| Mobile app | — | — | — | — | — |
| Integrations count | — | — | — | — | — |
| Reporting / exports | — | — | — | — | — |
| Dedicated CSM | — | — | — | — | — |
| [Your feature] | — | — | — | — | — |
Log every pricing change as you observe it. Even small moves reveal strategy — new tiers usually signal a new market segment.
| Competitor | Date Observed | Previous Pricing | New Pricing | Change Type | Signal / Interpretation |
|---|---|---|---|---|---|
| Competitor A | YYYY-MM-DD | e.g. $49/mo flat | e.g. $49 / $99 / $199 | New tier added | Moving upmarket — added enterprise tier |
| — | — | — | — | — | — |
| — | — | — | — | — | — |
Score each competitor 1–5 on five dimensions. Total score (5–25) tells you how much monitoring attention to invest.
Low threat. Review once per quarter. Don't over-invest attention here.
Mid-tier threat. Monthly review. Set alerts on pricing and job postings.
Serious competitor. Weekly scrapes. Brief your sales team monthly.
Primary threat. Daily monitoring. Any change needs a same-day response plan.
| Competitor | Market Threat (1–5) | Product Velocity (1–5) | Marketing Activity (1–5) | Funding / Growth (1–5) | Win / Loss Rate (1–5) | Total Score | Tier |
|---|---|---|---|---|---|---|---|
| Competitor A | — | — | — | — | — | — | — |
| Competitor B | — | — | — | — | — | — | — |
| Competitor C | — | — | — | — | — | — | — |
Run this 15-minute routine weekly to keep your intelligence current without drowning in noise.
Scan homepage, pricing, and blog for changes. Note anything new — new features, revised pricing, new case studies, or messaging shifts. Log pricing changes immediately.
New engineering roles = product investment. New sales roles in a new region = expansion. A hiring freeze = potential vulnerability. Check their careers page or LinkedIn.
Filter to new reviews this week. Recurring complaints = feature gaps you can exploit. Praise for a specific feature = table stakes you may need to match.
Quick scan of their LinkedIn and Twitter/X. Look for product announcements, funding news, or exec hires. Google Alerts on their brand name saves this step entirely.
Log anything significant in the tracking grid. If something materially changed (new pricing, new feature, new market), send a one-line Slack to your sales and product team.
DayScope scrapes your competitors' websites daily, detects changes, and emails you a briefing every morning. You keep the process — we handle the surveillance.
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