Free resource
Competitive Intelligence Template
Everything you need to track competitors manually — competitor overview, pricing matrix, battle cards, change log, and a monthly review checklist. Use it directly here, no download required.
Or scroll down to use the template directly in your browser
Sheet 1
Competitor Overview
One row per competitor. Fill in the blanks for your actual competitors.
| Competitor | Website | Positioning | ICP | Pricing (entry) | Strengths | Weaknesses | Notes |
|---|---|---|---|---|---|---|---|
| Asana | asana.com | Enterprise work management platform | Mid-market teams, 50-500 employees | $10.99/seat/mo | Deep integrations, mature product | Complex UI, expensive at scale | — |
| Linear | linear.app | Engineering-focused project management | Engineering teams, 10-200 people | $8/seat/mo | Lightning-fast UX, developer-first | Limited for non-engineering teams | — |
| ClickUp | clickup.com | All-in-one productivity platform | Teams replacing multiple tools | Free + $7/seat/mo | Feature-rich, aggressive pricing | Feature bloat, steep learning curve | — |
| Add yours… | Add yours… | Add yours… | Add yours… | Add yours… | Add yours… | Add yours… | Add yours… |
Sheet 2
Change Tracking Log
Record every meaningful change you spot. Date, what changed, and what to do about it.
| Date | Competitor | Page | What changed | Significance | Action |
|---|---|---|---|---|---|
| 2026-03-10 | Asana | Pricing | Increased Business tier from $24.99 to $30.49/seat/mo | High | Update pricing comparison, brief sales team on repositioning opportunity |
| 2026-03-18 | Linear | Homepage | New headline: shifted from "issue tracker" to "project management for modern teams" | Medium | Monitor messaging evolution — Linear is expanding ICP beyond pure engineering |
| 2026-03-25 | ClickUp | Careers | Posted 8 enterprise sales roles across EMEA | Medium | Signal: moving upmarket in Europe. Watch for an enterprise tier announcement. |
| Add yours… | Add yours… | Add yours… | Add yours… | Add yours… | Add yours… |
Sheet 3
Pricing Comparison Matrix
Side-by-side view of competitor plans. Update monthly.
| Feature / Tier | Asana | Linear | ClickUp |
|---|---|---|---|
| Free plan | ✗ | ✓ (1 team) | ✓ (limited) |
| Starter / Solo | $10.99/seat | $8/seat | $7/seat |
| Team / Growth | $24.99/seat | $16/seat | $12/seat |
| Enterprise | Custom | Custom | $19/seat |
| Annual discount | ~18% | ~17% | ~29% |
| Per-seat pricing | ✓ | ✓ | ✗ |
| Free trial | 30 days | ✓ free tier | ✓ free tier |
Sheet 4
Battle Card Template
One card per competitor. Use these in sales calls and demos.
Battle Card
Asana
asana.com
Their positioning
Enterprise work management platform
Their ICP
Mid-market teams, 50-500 employees
Their weaknesses
Complex UI, expensive at scale
How to win against them
Fill in your differentiators…
Battle Card
Linear
linear.app
Their positioning
Engineering-focused project management
Their ICP
Engineering teams, 10-200 people
Their weaknesses
Limited for non-engineering teams
How to win against them
Fill in your differentiators…
Battle Card
ClickUp
clickup.com
Their positioning
All-in-one productivity platform
Their ICP
Teams replacing multiple tools
Their weaknesses
Feature bloat, steep learning curve
How to win against them
Fill in your differentiators…
Sheet 5
Keyword & Messaging Tracker
Record how competitors describe themselves over time. Changes here signal strategic shifts.
| Competitor | Date | Headline | Tagline | Primary CTA | Tone |
|---|---|---|---|---|---|
| Asana | 2026-01 | “"Work on big ideas, without the busywork"” | Manage your team's work, projects, and tasks online | Get started | Enterprise, polished |
| Linear | 2026-01 | “"The project management tool you'll enjoy using"” | Purpose-built for modern software teams | Start building | Developer-first, concise |
| ClickUp | 2026-01 | “"One app to replace them all"” | All your work in one place | Get started free | Aggressive, feature-led |
| Add yours… | Add yours… | Add yours… | Add yours… | Add yours… | Add yours… |
Sheet 6
Monthly Review Checklist
Run through this at the start of each month. Takes 30–60 minutes if done manually. InduWatch does most of it automatically.
Pricing
Product
Messaging
Hiring
Content
Battle cards
Review