How to build a living competitor analysis in SmartSuite

Executive overview

Competitive analysis reports built in spreadsheets get ignored. The data exists but no one revisits it, acts on it, or keeps it current. SmartSuite's free competitor analysis template replaces static spreadsheets with a connected workspace that surfaces tasks, enables real-time sharing, and stays useful after the initial research sprint.

The template has three linked apps — Competitors, Feature Comparison, and Market Landscape — each a database that connects to the others. Action items created during research flow directly into team members' task lists.

A competitive analysis only has value if it drives action; the tool you use determines whether that happens.

Setting up the template

• Sign up for a free SmartSuite account; the competitor analysis template is available on all plans
• Install via: + → Start with template → search "competitor analysis" → Use template
• Delete demo data immediately via Solution Settings → Delete demo data before adding your own records
• Customise fields to your context: remove VC-specific fields (funding round, total raise) if not relevant; add fields like founding date, niche, or target audience

Competitors app

• One record per competitor; all information about that company lives inside that record
• Default fields skew towards tech/startup; edit freely to match your market
• Convert analysis text fields from plain text to Smart Doc format for richer formatting and easier linking
• Views let you switch between layouts; delete views that don't serve your workflow

Feature comparison app

• Track individual features side-by-side: your feature name, the competitor's equivalent name, and a score
• Linked record field connects each feature row back to the relevant competitor record
• Add help text or subtitles to ambiguous fields (e.g. clarify whether a score rates you or them)
• Comparison summary field captures the research rationale behind each score
• Follow-up tasks (checklists) within each record let you assign action items — these appear in the assignee's My Work list automatically

Market landscape app

• Define market sectors and place competitors within them
• Default view groups by competitor; switch to the Market Landscape listing view (grid) for a sector-first perspective
• Group by sector and collapse rows to keep the view fast and focused
• Fields: sector name, categories, description, opportunity areas, and linked competitor records

Sharing and reporting

• Internal team: adjust permissions at solution or app level; give view-only access to non-editors; hide sensitive fields or views per role
• External stakeholders (investors, consultants): use the share view feature to generate a public, password-protected link for specific views
• All shared views update in real time — no exports, no version drift, no stale PowerPoints