What is a competitive matrix?

A competitive matrix is a grid that scores your product and its rivals against the same set of criteria, so a comparison that usually lives in opinions becomes a number you can defend. The two common forms are a weighted scorecard, which ranks competitors on criteria you have weighted by importance, and a 2×2 landscape map, which plots everyone on two axes to show where the market clusters.

How do you build a weighted competitive matrix?

List the criteria that actually decide your deals, give each a weight from 1 to 5, then score every competitor 0–10 on each one. The weighted score is the sum of score × weight divided by the total weight, which keeps columns comparable even when some criteria are left blank. This builder does that arithmetic as you type.

What criteria should a competitive matrix include?

Only the criteria a buyer actually chooses on. Price and packaging, the two or three features that come up in every deal, ease of onboarding, support quality, integrations, and reputation are a solid default set. If a row would never change a buying decision, cutting it makes the matrix sharper.

What is the difference between a competitive matrix and a competitive analysis?

A competitive analysis is the research: what each rival charges, ships, says and is criticised for. A competitive matrix is the scoreboard you build from it. Run the analysis first, then score it — a matrix built on guesses ranks your guesses.

Is this competitive matrix builder really free? Do I need an account?

Yes, and no account. The matrix works entirely in your browser and autosaves locally. We only ask for an email when you export it as a CSV, PNG or PDF.

Free tool

Competitive Matrix Template & Builder

Weight the criteria that decide your deals, score yourself against up to four rivals, and the weighted totals update as you type. Switch to the 2×2 view to plot the same scores as a landscape map. Autosaves in your browser; export as CSV, PNG or PDF. Free, no account.

Weight each criterion 1–5, then score every column 0–10. Leave a cell blank rather than guessing: blanks are left out of the average instead of counting as zero.

Criterion






Weighted score	—	—	—

Score at least two columns to see where you stand.

A matrix is a snapshot. Your competitors keep moving.

Outmano watches your rivals' pricing, features, content and reviews continuously, so the scores behind a matrix like this stay honest instead of drifting out of date the week after you build it.

Track the real scores »

How to build a competitive matrix

List only the criteria buyers choose on. Price, the two or three features that come up in every deal, onboarding, support, integrations, reputation. If a row would never change a decision, cut it.
Weight each criterion 1–5. Weighting is where the thinking happens: if everything is decisive, nothing is. Expect two or three fives at most.
Score every column 0–10. Score from evidence — pricing pages, changelogs, review profiles — not from memory. Leave a cell blank rather than guessing; blanks are excluded instead of counting as zero.
Read the weighted total, then the map. The total says who is ahead overall; the 2×2 view says where each rival is strong, which is usually the more useful answer.
Turn the biggest weighted gap into one action. A matrix that does not change your roadmap, pricing or messaging was an exercise, not analysis.

The weighted score formula

Weighted score = Σ (score × weight) ÷ Σ (weight)

Scores run 0–10 and weights 1–5. Dividing by the total weight keeps the result on the 0–10 scale, so a competitor scored on four criteria stays comparable to one scored on six. Example: scores of 8, 6 and 9 on criteria weighted 5, 3 and 2 give (8×5 + 6×3 + 9×2) ÷ (5+3+2) = 76 ÷ 10 = 7.6.

Do the research before the scoring: the Competitor Analysis Generator collects the facts this matrix scores, the Gap Analysis Generator turns the gaps it exposes into actions, and the Sales Battlecard Generator arms your reps for the rival that comes out on top. Not sure who belongs in the columns? The Competitor Finder will name them.

Competitive matrix FAQ

What is a competitive matrix?: A competitive matrix is a grid that scores your product and its rivals against the same set of criteria, so a comparison that usually lives in opinions becomes a number you can defend. The two common forms are a weighted scorecard, which ranks competitors on criteria you have weighted by importance, and a 2×2 landscape map, which plots everyone on two axes to show where the market clusters.
How do you build a weighted competitive matrix?: List the criteria that actually decide your deals, give each a weight from 1 to 5, then score every competitor 0–10 on each one. The weighted score is the sum of score × weight divided by the total weight, which keeps columns comparable even when some criteria are left blank. This builder does that arithmetic as you type.
What criteria should a competitive matrix include?: Only the criteria a buyer actually chooses on. Price and packaging, the two or three features that come up in every deal, ease of onboarding, support quality, integrations, and reputation are a solid default set. If a row would never change a buying decision, cutting it makes the matrix sharper.
What is the difference between a competitive matrix and a competitive analysis?: A competitive analysis is the research: what each rival charges, ships, says and is criticised for. A competitive matrix is the scoreboard you build from it. Run the analysis first, then score it — a matrix built on guesses ranks your guesses.
Is this competitive matrix builder really free? Do I need an account?: Yes, and no account. The matrix works entirely in your browser and autosaves locally. We only ask for an email when you export it as a CSV, PNG or PDF.