A competitor analysis template you can actually hand off.
Build a B2B competitor research report with an editable comparison spreadsheet, a source trail and clear unknowns. Start with the blank workbook, or see how a filled example works.
Version 1 · 10 September 2026 · .xlsx files · No macros or external data connections. Open in Excel or import into a compatible spreadsheet app. The filled example uses invented companies and findings.
Four sheets, one research handoff
Research brief
Record the decision, market, buyer, competitors, budget, constraints and reviewer before collecting features.
Comparison
Compare each criterion on a consistent basis. Keep the finding, evidence ID, evidence status and next check together.
Evidence ledger
Log one claim at a time with its official URL, page section, access date, short paraphrase and owner.
Read me
Follow the method for verifying sources, marking unknowns and separating vendor statements from your analysis.
What a useful evidence row looks like
This small example is fictional. It demonstrates the format, not a claim about a real company.
| Claim | Evidence | Status | Next check |
|---|---|---|---|
| Northstar Mail offers an embedded consent form. | E01 · fictional product brief · illustrative access date 2026-09-10 | Vendor statement | Test required fields and consent record export. |
| Automation limits on the entry plan | E03 · no retrieved source | Unknown | Locate current plan documentation before shortlisting. |
How to verify a competitor research report
- Start with a decision. “Choose a tool for two marketers and 2,000 contacts” gives the comparison a basis. “Research the market” does not.
- Read the source itself. A search snippet helps locate a page. Capture the current official page and section before calling a feature verified.
- Keep the comparison fair. For prices, match plan, currency, billing term, contact count and send volume. List add-ons separately.
- Keep unknowns visible. A missing feature on a page is not proof that the product lacks it. Write the unanswered question and who will check it.
- Separate facts and judgment. Label vendor statements, observations, inferences and unknowns. A shortlist is your analysis, not a measured ranking.
- Deliver something editable. Keep the brief, comparison and evidence IDs together so another teammate can revise the report without repeating the research.
Bring these inputs to your own task
- Your product, audience, region and the decision to support.
- Three to five competitors, with official URLs if you know them.
- Must-have capabilities, budget basis, team size and deadline.
- Relevant public materials and any constraints on research.
- The person who will review the findings and unresolved questions.
For a China market study, add local-language evidence, mainland availability and relevant channels. Use the China competitor analysis method and evidence worksheet.
Common questions
Is the template free?
Yes. Both spreadsheet downloads are static files and require no registration. Submitting a research task in Mika is a separate action using the credits shown in your account.
Is the filled example real research?
No. It uses fictional companies to explain the template. The linked Brevo, Mailchimp and Kit report comes from a real Mika run using public sources and an editorial review.
Can I use this without Mika?
Yes. Edit the workbook yourself or use the open research Skill in a supported agent. The hosted workspace adds task progress, revisions and file delivery.