How to Run a Competitor Analysis Report
- Simon. P
- Sep 18
- 4 min read
Updated: Nov 30
Ignored competitors become expensive surprises.
Most startups guess at what makes them different. But in crowded markets, guessing is gambling. Running a competitor analysis report isn’t about copying—it’s about finding clarity on where your edge actually lies.
Let's look at exactly how to create a competitive landscape report that fuels smarter positioning, better marketing, and faster traction.
What Is a Competitor Analysis Report?
It’s a strategic breakdown of who your competitors are, what they offer, how they market, and where their gaps lie.
Here’s what this includes:
Core product/services breakdown
Target market focus
Brand positioning and messaging
Pricing models and offers
Website performance and traffic sources
Social media and content strategy
Each of these gives you insight on what to avoid, what to improve, and where you can win.
Why It Matters (and Why Most Founders Skip It)
You Can’t Differentiate Without It
You need to know what others are saying to say something better.
You Avoid Wasting Time on Irrelevant Channels
If competitors are all failing on Facebook, why would you start there?
You Find Messaging Gaps
Most founders echo industry jargon. Competitor analysis shows where you can be clear and bold.
Real-World Example
One Australian SaaS founder built a product around automation but couldn’t break through. After running a competitor content and messaging report, we realised every competitor was promising speed. None were focused on simplicity. The founder repositioned everything around "Simplify your systems. Scale your sanity."
Result: 4x conversion lift from homepage.
Another startup in wellness was trying to price their subscription model without clear intel. After comparing three leading brands, they found an untapped monthly tier between free and premium. Launching with this filled a pricing gap and led to 37% more signups in month one.
What You Need Before You Start
Before you start analysing, gather:
Your top 5 competitors (direct + indirect)
Access to their websites, pricing pages, social content
Tools: SimilarWeb, SEMrush, Ubersuggest, SparkToro, Facebook Ads Library
Your own positioning draft (to compare and contrast)
Mentor Tip:
If you don’t know who your competitors are, Google your product category + location and look at the top results. Check who your customers mention or compare you to.
How to Run a Competitor Analysis Report:
Step-by-Step
Step 1: List Your Top 5-10 Competitors
Include a mix of:
Direct competitors (same product, same audience)
Indirect competitors (different product, same need)
Substitutes (non-digital or old-school alternatives)
Step 2: Review Their Product and Offer
What are they selling? What’s included? What’s the promise?
Break down:
Pricing tiers
Guarantees or bonuses
Free trials or demos
Mentor Tip:
Screenshots are your friend. Capture everything into a swipe file.
Step 3: Analyse Their Website and Funnels
Review:
Homepage headline and CTA
Navigation and product pages
Checkout or lead generation forms
Tools: Use SimilarWeb for traffic, Hotjar (if installed) for heatmaps, and BuiltWith to check tech stack.
Step 4: Audit Their Content and Messaging
Look at:
Blogs and article cadence
Email opt-ins and lead magnets
SEO keywords (use SEMrush or Ubersuggest)
What pain points they speak to
Step 5: Track Their Paid and Organic Strategy
Use:
Facebook Ads Library (search their business page)
Google Ads Transparency Center
Instagram or TikTok content (influencers, reels, promotions)
Check:
How often they promote
What offers they test
Their hooks and angles
Step 6: Map It Out Visually
Use a competitor matrix to compare:
Create this in Notion, Airtable, or Figma for visual clarity.
Competitor | Offer | Messaging Angle | Price | Strengths | Gaps |
Competitor A | Pro plan + bonus calls | "Done in 7 days" | $249/mo | Fast, clear copy | No testimonials |
What It Costs and How Long It Takes
Option | Cost Range | Best For |
DIY (with free tools) | $0 - $50 | Bootstrapped founders |
One-off competitor report | $500 - $1,200 | Need positioning fast |
Ongoing strategic insight | $2,000+/month | Competitive markets & scaling |
Benefits of Hiring a Strategist:
Skip the learning curve
Get deeper insights, faster
Turn data into positioning you can use
Budget Tip: Start with a focused snapshot on your top 3 competitors. 80% of insights come from the first few.
Common Mistakes Founders Make
Confusing Inspiration with Imitation
The goal isn’t to copy — it’s to find gaps to differentiate.
Looking at Too Many Competitors
You don’t need a 50-page deck. You need clear insights on 5-7 players.
Ignoring the Customer View
Read competitor reviews and Reddit threads. Customers tell you where the real pain is.
Doing It Once Then Forgetting It
Make this part of quarterly strategy review, not a one-off task.
What to Do Right Now
✅ Book a Positioning Consult with Noize - we help you interpret your findings and strategise moving forwards [Noize.com.au]
✅ Get the Startup Deck - Includes templates, positioning formulas, and strategy tools [theStartUpDeck.com]
COMING SOON...
✅ Download our Competitor Analysis Template and StartUp Kit (ProDesk.com)
The Bottom Line
In marketing, the sharpest strategy often comes from listening better than anyone else. Competitor analysis is your listening system.
Don’t guess your positioning. Map it. Compare it. Then lead with clarity.
Start now. Insight beats intuition every time.
FAQs
Is competitor analysis just for big businesses?
No. Startups benefit the most by finding gaps early before scaling.
How often should I update my competitor report?
Every quarter or before launching a new campaign.
What if I can’t find pricing info for a competitor?
Look for clues in their FAQs, terms, or review sites.
Should I include overseas competitors?
Yes, especially if your product is online or scalable beyond Australia.
Can I use AI tools to help with competitor analysis?
Yes. Tools like ChatGPT can summarise positioning, sentiment, or review insights quickly.
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