Your competitors are spending money to test what works. You can learn from their experiments for free.
Competitor analysis isn't corporate espionage — it's market research. Every competitor's website, ads, content, pricing, and reviews are public information. They've already spent thousands testing headlines, offers, and positioning. You can learn from their wins (replicate what works) and their gaps (differentiate where they're weak) — without spending a cent. 30 minutes of competitor research can save you months of trial and error.
The 5-competitor framework
Analyze exactly 5 competitors — not 2 (too narrow) and not 20 (analysis paralysis). Choose: 2 direct competitors (same service, same market), 2 aspirational competitors (where you want to be in 2 years), and 1 disruptor (someone doing things differently in your space). This mix gives you practical insights (what works now) plus strategic direction (where the market is heading).
SILVER
Competitor analysis template: spreadsheet, scoring matrix, SWOT and action plan — Google Sheets ready
Unlock Silver>What to analyze (with free tools)
1. Website and messaging. Visit their site as a customer. What's their headline? Value proposition? CTA? Pricing structure? How many clicks to contact? Screenshot every key page. Tool: Wayback Machine (web.archive.org) shows how their site has changed over time — what they've tested and kept.
