Guide
Competitor analysis template, with a filled-in matrix
By coExploro · Published
Reviewed and edited by coExploro · Independent, not affiliated · Public methodology · Corrections: support@coexploro.com
A competitor analysis template is a form with the same fields for every competitor, filled in from each product’s public pages with the date you read them. Set side by side, the filled forms become a competitor analysis matrix: one row per question, one column per product. Below are the blank form, a completed example from coExploro’s Asana sample, and a matrix of three products.
- Copy the blank template — one form per competitor, with the same fields for each.
- Fill in one form per competitor on one day — from its homepage and pricing page, with the date and the page each answer came from.
- Set the forms side by side — the comparison questions become rows and the products columns, with the dates, sources and open questions kept beside the table.
- Read across each row — answers that agree show what these products share, and answers that differ show where a buyer has to choose.
Competitor analysis template: the blank form and an Asana example
The blank template is a competitor analysis form: copy it with the button, once for each product you compare, and fill every copy in the same way. Beside each prompt sits a completed example from coExploro’s Asana sample, captured on 29 October 2026. Three of its answers are the sample’s own findings. Each names the analyst who wrote it and carries a receipt: the words quoted, where they sit on the page, the capture date and how directly they support the finding. The plan without a price and the first step restate the same capture in our words, and the products compared and the open question show what you add yourself. The matrix further down is a separate reading of all three products on 31 October 2026.
Competitor analysis template
- Products compared
- What to writeThe task the buyer needs done, the products a buyer would weigh for it, and the pages you read for each.
- Asana · Captured
Software a team would weigh for planning and tracking its work: Asana, monday.com and ClickUp, each read on its homepage and its pricing page.
- Product and date
- What to writeName the product and its homepage address. For each answer below, note the address of the page it came from, where it sits, the date it was read and the words or screenshot detail it rests on.
- Asana · Captured
Asana · asana.com · Captured
- How it describes itself
- What to writeThe homepage headline, or the block where the product says what it is, in its own words; use the same part of the page for every product.
- Asana · Captured
PM · High impact
AI Teammates are presented as named team roles
Under 'AI TEAMMATES' and the headline 'Your team just got bigger', a row of cards starts with Launch Coordinator, Portfolio Advisor, Compliance Manager and Project Manager. A fifth card is cut off at the right edge, and two arrow buttons sit above the row.
Evidence:
Your team just got bigger
· Seen on asana.com, homepage, headline of the AI Teammates block · Captured · Indirect evidence - Price unit
- What to writeFor each plan that shows a price: what it is priced in, per user, per seat or per use, and the billing period the page has selected. Put extra usage charges on a line of their own.
- Asana · Captured
UX · High impact
Three of the four plans show a price on the page
The capture shows the billing switch on Yearly, labelled 'Save up to 18%'. Personal shows $0 and 'Free forever', and Starter and Advanced show $10.99 and $24.99 'Per user, per month billed annually'. Enterprise shows 'Contact sales for pricing'.
Evidence:
per month billed annually
· Seen on asana.com/pricing, plan cards, under the Starter and Advanced prices · Captured · Indirect evidence - Plan without a price
- What to writeAny plan that shows no amount, and what it asks a buyer to do instead.
- Asana · Captured
Enterprise: ‘Contact sales for pricing’ in place of a price.
- First step without sales
- What to writeWhat a visitor can start alone from the top of the homepage: the button or form that starts it and the words around it.
- Asana · Captured
A sign-up form on the homepage with Google, Microsoft or an email field.
- Proof on the homepage
- What to writeCopy a figure or quote from the homepage word for word, or list the customers shown as logos, and note where each sits.
- Asana · Captured
Designer · Medium impact
The 85% of Fortune 100 line sits under the sign-up form
Under 'Stop chasing. Start deciding.', the sign-up block offers 'Sign up with Google', 'Sign up with Microsoft' and an email field. The line '85% of Fortune 100 companies choose Asana' sits below the form, with a footnote mark.
Evidence:
85% of Fortune 100 companies choose Asana
· Seen on asana.com, homepage, the line under the sign-up form · Captured · Direct evidence - Open questions
- What to writeThe answers still missing for a choice between these products, and where you would look for each.
- Asana · Captured
How many AI requests would our team use in a month? The pricing page charges per request; next, count the AI tasks our team runs during a trial.
Gather the material for your matrix with coExploro
coExploro gathers the material for each column, and the rows stay yours. Type a competitor’s homepage address, and coExploro makes a dated product teardown of that page and of the pricing and features pages it finds, usually in 2–4 minutes. Its four AI analysts, PM, Marketing, UX and Designer, write findings you can check against the form’s questions. Compare, included with Pro, runs 2 to 5 of those teardowns in one batch and sets them side by side. Check each capture date before you compare. The analysts read in their four roles, not by your rows, so you copy each answer into the field it belongs to and keep its quote or screenshot detail beside it. Without an account you can run one teardown a day per network. A free account includes 3 teardowns a month, and paid plans start at $16 a month billed yearly. Nothing behind a login is read.
A competitor analysis matrix of three work management products
Asana, monday.com and ClickUp sell work management software, so a team planning its projects could weigh any of the three for the same job. On 31 October 2026 we read the homepage and the pricing page of each from our network in Europe, and filled five fields of the template for every product. Each product’s cell restates one of the dated observations under the table, in the page’s own words where a quote carries the point. Amounts stay out of the cells, because a price needs its currency, its billing period and the country it was shown to: monday.com showed euros to our network, while Asana and ClickUp showed dollars.
Asana, monday.com and ClickUp on five questions, read on 31 October 2026
Asana
- How it describes itself
- ‘The OS for human-agent teams’
- Price unit
- Starter and Advanced: ‘Per user, per month billed annually’
- Plan without a price
- Enterprise: ‘Contact sales for pricing’
- First step without sales
- A homepage sign-up form: Google, Microsoft or an email address
- Proof on the homepage
- ‘85% of Fortune 100 companies choose Asana’, under the form
monday.com
- How it describes itself
- ‘The AI workspace for people and agents’
- Price unit
- Basic to Pro: per ‘seat /
month’, yearly billing selected, under ‘Choose team size’ - Plan without a price
- Enterprise: ‘custom price’, with ‘Get a quote’
- First step without sales
- One ‘Get Started’ button, with ‘No credit card needed’ under it
- Proof on the homepage
- ‘Trusted by over 60% of the Fortune 500’, under the button
ClickUp
- How it describes itself
- ‘One Workspace built to think and work’
- Price unit
- Its two middle plans: per ‘user /
mo · billed yearly’ - Plan without a price
- Enterprise: ‘Custom’, with ‘Contact Sales’
- First step without sales
- A free start button beside ‘Get a Demo’, with ‘Free forever. No credit card.’ under it
- Proof on the homepage
- ‘85%’ over ‘of Fortune 500 companies’, lower down
coExploro
- How it describes itself
- The headline is in the homepage capture; a finding may quote it
- Price unit
- The plan cards are in the capture when coExploro finds the pricing page
- Plan without a price
- The same cards; no sales form is sent
- First step without sales
- The top of the homepage is in the capture; nothing after a click
- Proof on the homepage
- Figures and logos are in the capture, as the page states them
| Asana | monday.com | ClickUp | coExploro | |
|---|---|---|---|---|
| How it describes itself | ‘The OS for human-agent teams’ | ‘The AI workspace for people and agents’ | ‘One Workspace built to think and work’ | The headline is in the homepage capture; a finding may quote it |
| Price unit | Starter and Advanced: ‘Per user, per month billed annually’ | Basic to Pro: per ‘seat / | Its two middle plans: per ‘user / | The plan cards are in the capture when coExploro finds the pricing page |
| Plan without a price | Enterprise: ‘Contact sales for pricing’ | Enterprise: ‘custom price’, with ‘Get a quote’ | Enterprise: ‘Custom’, with ‘Contact Sales’ | The same cards; no sales form is sent |
| First step without sales | A homepage sign-up form: Google, Microsoft or an email address | One ‘Get Started’ button, with ‘No credit card needed’ under it | A free start button beside ‘Get a Demo’, with ‘Free forever. No credit card.’ under it | The top of the homepage is in the capture; nothing after a click |
| Proof on the homepage | ‘85% of Fortune 100 companies choose Asana’, under the form | ‘Trusted by over 60% of the Fortune 500’, under the button | ‘85%’ over ‘of Fortune 500 companies’, lower down | Figures and logos are in the capture, as the page states them |
The three product columns restate the dated observations below; the last column says what a coExploro teardown holds. coExploro reads public pages only.
Observed by us
Asana’s homepage opened with ‘The OS for human-agent teams’ above a sign-up form for Google, Microsoft or an email address, with ‘85% of Fortune 100 companies choose Asana’ under the form.
verified · Source: asana.com (opens in a new tab)
Observed by us
Asana’s pricing page priced Starter and Advanced ‘Per user, per month billed annually’, marked Personal ‘Free forever’ and showed ‘Contact sales for pricing’ in place of an Enterprise price.
Observed by us
monday.com’s homepage opened with ‘The AI workspace for people and agents’ above one ‘Get Started’ button, with ‘No credit card needed’ under the button and ‘Trusted by over 60% of the Fortune 500’ further down.
verified · Source: monday.com (opens in a new tab)
Observed by us
monday.com’s pricing page showed a ‘Choose team size’ selector above prices per ‘seat / month’ with yearly billing selected, a Free plan for ‘Up to 2 seats’ and an Enterprise card with ‘custom price’ above ‘Get a quote’.
Observed by us
ClickUp’s homepage opened with ‘One Workspace built to think and work’ above a free start button and ‘Get a Demo’, with ‘Free forever. No credit card.’ under the first button, and lower down showed ‘85%’ over ‘of Fortune 500 companies’.
verified · Source: clickup.com (opens in a new tab)
Observed by us
ClickUp’s pricing page priced its two middle plans per ‘user / mo · billed yearly’, marked Business ‘Most Popular’ and showed Enterprise as ‘Custom’ with a ‘Contact Sales’ button.
How to read a competitor analysis matrix or chart
Read the matrix one row at a time; on a phone the table shows one product at a time, so compare the same row on each card. Where the answers agree, the row shows what these products share: Asana’s and monday.com’s headlines both name agents beside people, while ClickUp’s names a workspace built to think and work. Where they differ, the buyer has to choose or check. The paid plans with a price all show a monthly rate per user or seat, but monday.com puts a team-size selector above its plans, so set the same team size and billing period for all three before comparing any amount. The percentages in the proof row refer to different groups: Asana names the Fortune 100, and monday.com and ClickUp name the Fortune 500. The wording differs too, from ‘choose’ to ‘Trusted by’, so write down what each page claims, not who is bigger. A competitor analysis chart can show some rows as ticks or as positions on two axes. This matrix keeps the answers as words, because a score adds a judgment the pages do not make; put your own reading under the table and mark it as yours. For another worked comparison, read SaaS competitor analysis. For a single product, use the product teardown template and How to tear down a rival’s product. For how a page leads a visitor, read a UX audit. The Asana sample shows the published findings behind the completed form, and coExploro’s methodology explains how a capture is made and what it leaves out.
Limits
Where the matrix stops
- The Asana form uses the sample captured on 29 October 2026, and the matrix uses our live reading of 31 October 2026; keep each copied answer with its own date.
- This matrix does not measure traffic, search rankings, market share or win rates; add them from other sources if they matter to the choice.
- This matrix shows the unit of the plans that display a price, not what the same team would pay for comparable plans.
- A cell marked as not found means the pages read that day did not show the answer, not that the product lacks it; mark a cell you did not check as not checked.
See it on a real product
The 85% of Fortune 100 line sits under the sign-up form · Asana
Evidence:
85% of Fortune 100 companies choose Asana
· Seen on asana.com, homepage, the line under the sign-up form · Captured · Direct evidenceA no-credit-card line sits under the hero button · monday.com
Evidence:
No credit card needed
· Seen on monday.com, homepage hero, under the Get Started button · Captured · Direct evidence
Asana
Work and project management
Overall score 69 · Captured
Asana presents AI Teammates as named team roles, prices three of its four plans, and opens its pricing FAQ with three questions on AI requests.
monday.com
Work management platform
Overall score 69 · Captured
monday.com lists six AI controls on its homepage, puts a no-credit-card line under its hero button, and asks for nine inputs on its sales quote form.
ClickUp
Work management platform
Overall score 69 · Captured
ClickUp's homepage, Tasks and pricing pages: a hero about AI that acts on your work, Business marked Most Popular at $17 billed yearly, and six logos.
Questions
What is the difference between a competitor analysis template, a form and a matrix?
The template is the set of fields. A form is one copy of it, filled in for one competitor. The matrix sets the filled forms side by side, with the comparison questions as rows and the competitors as columns. A competitor analysis chart shows part of the matrix as a picture, such as ticks in a grid or products placed on two axes, and each mark needs a stated rule.
How many rows should a competitor analysis matrix have?
One for each question that could change a buyer’s choice. Keep a question even when one product’s pages leave it unanswered: record that the answer was not found on the pages read, and note which pages those were.
Can I use this template in Google Sheets or Excel?
Yes. The copy button gives plain text with one heading per field, so you can paste it into a document as it is, or make each field a spreadsheet row and each competitor a column. Keep a cell for the date you read each product and the address of the page each answer came from.
Should a competitor analysis chart use scores or ticks?
Use a tick only for a yes-or-no question with a clear rule, and keep the quote or screenshot detail that answers it beside the tick. If you add scores, write down how each score is given, and mark the scores as your judgment, apart from what the pages show.
Can coExploro fill in a competitor analysis matrix?
It gathers the material for the columns. A product teardown captures a competitor’s homepage and the pricing and features pages it finds. Four AI analysts, PM, Marketing, UX and Designer, write findings from that capture. Compare, included with Pro, runs 2 to 5 teardowns in one batch. You choose the rows, copy each answer into its cell and keep the quote or screenshot detail beside it.
Run your own
Start with one product.
See how a competitor's homepage and pricing page are built to convert. Paste its address: coExploro captures its public pages, such as the homepage and pricing page, and four AI analysts read them for calls to action, pricing and trust signals. It takes 2–4 minutes.