Market research
Competitor mapping puts the alternatives a buyer might choose on the same criteria. Define one purchase situation, add direct rivals and substitutes, plot two dimensions, and record the reason for each position. The free editor is manual; an optional paid AI draft suggests unverified placements, not measured customer perception.
Workspace
Start with one buyer and purchase decision. Choose two criteria that could change that decision, then enter actual alternatives. Leave scores blank until you have a reason to place an option.
Choose two buyer-relevant attributes, score each option from 0 to 100 and record the reason. Nothing is pre-plotted or verified for you.
Blank map — add an option and both scores to place a point. These positions are user-entered and not independently verified.
Blue = your offer · Orange = direct rival · Green = substitute. The chart is an editable draft, not a survey or live market feed.
No fictional competitors are preloaded. Add the buyer's actual alternatives, including a substitute if one is in the shortlist.
Need a fuller feature-by-feature record? Use the competitive analysis template.
Enter 2–10 options or actors. AI organizes them into a buyer-alternative map. Suggestions and scores are unverified hypotheses. The manual editor on this page is free.
Names and notes are sent to the configured AI provider. Do not enter confidential information or personal names.
Method
Name the buyer’s shortlist, including a substitute if it competes for the same job or budget.
Choose two buyer-relevant attributes and label both ends of each axis before scoring options.
Record the basis, source and checked date for each point; discuss disputed positions and export the map.
For a scheduling purchase, a team might compare setup effort and flexibility. Those are example axes, not ratings of any real vendor. Add scores only after checking the options.
Make the first draft useful
Define a product or service and the market segment. Include indirect options when they could win the same purchase; a long list of famous companies outside this choice makes the map less useful.
U.S. SBA competitor guidanceChoose attributes that influence the buyer’s choice. If the score is your team’s judgment, label it a hypothesis. A perceptual map represents target-customer views, which require audience evidence and careful questions.
OpenStax: product positioningRecord whether a placement comes from a buyer conversation, public vendor page, demonstration or assumption, and add a checked date. Pricing and product details can change; recheck them before sharing.
UK government: competitor information sourcesChoose by the question
| Map type | Choose it when… | Method |
|---|---|---|
| Two-axis competitor map | You need to discuss two buyer-relevant dimensions at once. | Use this workspace |
| Comparison matrix | You need to track many attributes and source notes per option. | Competitive analysis template |
| Perceptual map | You have audience evidence about how brands are perceived. | Perceptual map maker |
| Geographic competitor map | You need locations, proximity or sales territories; not provided here. | Geographic example |
Common question
Not by itself. It may reflect your axes or an incomplete shortlist, or a position buyers do not want. Check demand separately before turning whitespace into a product decision.
Need more than two criteria? Use the detailed comparison tableKeep exploring
Compare your offer with direct rivals and substitutes in a free editable template. Record pricing, strengths, sources and checked dates, then download a CSV.
Compare competitors side by side, turn observations into a decision, and export your working matrix.
Map the competitive landscape around one buyer decision. Compare direct rivals, substitutes and manual options in a free, editable matrix with CSV export.
Prepare a concise, evidence-led overview of the alternatives a buyer considers.