Competitor Benchmark Example Page for Confluence

Example pages by Mosaic: Content Formatting Macros & Templates are there to inspire you with what can be achieved in Confluence. Take a look at our example competitor benchmark and explore our full range of example pages to see what you can do.

For pages that you can upload directly to your Confluence space and customise as you please, check out Mosaic's templates.

What is a competitor benchmark?

A competitor benchmark is a structured comparison of your products, services, or strategies against those of your competitors, uncovering areas where you’re ahead and spotting fresh opportunities for your company to grow or improve. By mapping out strengths and weaknesses in a documented format, a competitor benchmark gives you a clearer view of your market position.

Three sunflowers in a row at different stages of development

Why does your company need a competitor benchmark?

A competitor benchmark gives your company a much clearer picture of what’s happening in your industry. By keeping an eye on what your rivals are up to, you can spot market changes early, anticipate new trends, and avoid being caught off guard.

When your strategic plans are grounded in market realities, they lead to smarter resource allocation and better results. Benchmarking helps guide where to invest time, money, and effort in your business, helping you make decisions based on real comparisons instead of guesswork.

One of the best parts of competitor benchmarking is that it helps you spot opportunities your competitors might have missed. By identifying strengths and weaknesses across the market, you can find gaps to fill, unique selling points to focus on, and ways to stand out from the crowd.

A hand selecting a happy face on a pad to represent customer satisfaction

A competitor benchmark gives your company a much clearer picture of what’s happening in your industry. By keeping an eye on what your rivals are up to, you can spot market changes early, anticipate new trends, and avoid being caught off guard.

When your strategic plans are grounded in market realities, they lead to smarter resource allocation and better results. Benchmarking helps guide where to invest time, money, and effort in your business, helping you make decisions based on real comparisons instead of guesswork.

One of the best parts of competitor benchmarking is that it helps you spot opportunities your competitors might have missed. By identifying strengths and weaknesses across the market, you can find gaps to fill, unique selling points to focus on, and ways to stand out from the crowd.

A competitor benchmark gives your company a much clearer picture of what’s happening in your industry. By keeping an eye on what your rivals are up to, you can spot market changes early, anticipate new trends, and avoid being caught off guard.

When your strategic plans are grounded in market realities, they lead to smarter resource allocation and better results. Benchmarking helps guide where to invest time, money, and effort in your business, helping you make decisions based on real comparisons instead of guesswork.

One of the best parts of competitor benchmarking is that it helps you spot opportunities your competitors might have missed. By identifying strengths and weaknesses across the market, you can find gaps to fill, unique selling points to focus on, and ways to stand out from the crowd.

What elements should a competitor benchmark include?

Our example competitor benchmark is made up of 10 sections organised in tabs for easy navigation. These are:

Competitor selection
Feature and capability benchmark
Market positioning
Customer and market metrics
Pricing overview
Strengths and weaknesses summary
Analyst, customer, and market commentary
Visual benchmark
Strategic recommendations
Appendix

Let’s explore a few of these sections in more detail:

The top half of Mosaic's competitor benchmark for Confluence, showing the heading in a blue background, instructions for use, an overview of the page, and some of the tabs, with the 'Market Positioning' tab open.

Competitor selection

A thorough competitor benchmark starts with careful competitor selection. It is a good idea to list not only your direct competitors (those offering similar products or services to your target audience) but also indirect competitors who provide alternative solutions that could draw away your customers. However, don't spread yourself too thin - try to focus on just a few. The right mix ensures your analysis is grounded in what's happening both in your core space and on its edges.

Comparison tables

Comparison tables are the core of the competitor benchmark, allowing you to see overviews of how your product stands up next to others in the market. A feature and capability benchmark comparison table lays out what each product or service offers, and how those features actually help customers, while a market positioning comparison table shows where each competitor stands, whether that's target segment, geographic focus, or brand perception. Pricing overview tables are also essential, as side-by-side pricing shows whether you're a bargain, premium or somewhere in between.

The 'Feature and Capability Benchmark' tab of the competitor benchmark, showing a table comparing several example features and capabilities between the competitors and [your product]

Strategic recommendations

Strategic recommendations are the finishing touch. Here's where you summarise the key takeaways, ranging from threats to monitor (like new competitor launches or market shifts) to opportunities to differentiate, such as unmet needs spotted during your comparison. This section provides practical advice on which actions to prioritise so your team can focus energy and resources on the areas of most importance.