Unique Value Proposition

Competitive Analysis Matrix

Another useful tool when creating your UVP is to create a competitive analysis matrix. This will help you
understand not only the strengths and weaknesses of your competitors, but also your own business’s
strengths and weaknesses in relation to them.

Review the table below for an example of a competitive analysis matrix. This is just a start; based on
your own business sector or industry, there may be other aspects of your business you’d like to compare
against your competitors.

No matter what, your answers must be different from those of your competitors or you will not be able
to distinguish yourself. The less known your company is, the better your value proposition needs to be.

You may add additional rows to capture this information. For example, each product, service, or key
feature may have their own row for analysis. The same may be true for how they advertise or promote
their product or service, and when there are multiple customer benefits.

Key Insights My Business Competitor A Competitor B Competitor C

What products
and/or services are
offered?

What are the main

or unique product
or service features,
functionality, or
capabilities (use as
many rows as
needed to list
them)?

What customer
problem/issue is
being solved for
them?

What benefits do
customers receive
from purchasing
your product or
service (list as many
as needed)?

What are the main

types or segments
of customers that
buy the product or
service?

What is the pricing

strategy? Discount?
Premium?

Where do they
advertise?

What else do they

do to promote their
product or service?

What is the main

point or points of
their messaging?

What other unique

strengths do they
have?