Competitive analysis checklist: before, execution, and after phases
Competitive analysis checklist
Use this checklist to track your competitive analysis from setup through final report. Each phase covers the key actions that determine the quality of the output.
Before
- Define the specific questions or objectives the analysis should answer
- Select 3-5 competitors (mix of direct, indirect, and aspirational)
- Build the evaluation framework with dimensions, scoring scale, and behavioral anchors
- Identify the 2-5 key user tasks to evaluate across all competitors
- Set up test accounts on each competitor platform
- Prepare screen recording and screenshot tools
- Collect competitor review URLs (G2, Capterra, App Store, Trustpilot)
- Block dedicated analysis time (avoid splitting across weeks)
Execution
- Walk through each competitor completing all defined tasks
- Record screens and annotate screenshots at each decision point
- Score each competitor on every evaluation dimension with evidence notes
- Read 50-100 user reviews per competitor (or use AI to process more)
- Check competitor help centers, changelogs, and blog posts for strategic signals
- Note moments of friction, delight, confusion, and unnecessary complexity
- Fill in the comparison matrix with scores and supporting evidence
After
- Identify patterns: where do competitors converge, and where do they diverge?
- Run SWOT analysis per competitor and across the competitive field
- Prioritize opportunities by impact and feasibility (top 3-5)
- Write the executive summary with actionable recommendations
- Prepare visual deliverables (annotated screenshots, comparison table, opportunity map)
- Present findings to the team with clear next steps
- Schedule the next competitive review (quarterly recommended)
- Archive the analysis in a shared location the team can reference