Competitor analysis matrix

# Competitor analysis matrix

**Project:**
**Task being compared:** (for example "book a cleaning appointment")
**Date reviewed:**

## Who to include
- 2 or 3 **direct** competitors (same service, same audience)
- 1 or 2 **indirect** competitors (different service, same need)
- 1 **inspiration** product from another industry that does the task well

## Matrix
| | Competitor A | Competitor B | Competitor C | Indirect D |
|---|---|---|---|---|
| Who it seems to be for | | | | |
| Main promise or value | | | | |
| Steps to complete the task | | | | |
| Information shown before committing (price, time, availability) | | | | |
| Trust signals (reviews, guarantees, credentials) | | | | |
| Mobile experience | | | | |
| Accessibility issues noticed | | | | |
| What works well | | | | |
| What is frustrating | | | | |

## Patterns
What do most competitors do the same way? This is often what users expect.

## Gaps and opportunities
What does nobody do well? Where could we be clearly better?

## Cautions
- Competitors are not evidence of what users need; they show what others decided.
- Note the date: products change.