What is a gap analysis?

A gap analysis compares where you are (current state) against where you need to be (desired state), names the gap between the two, and assigns an action to close it. It works for any area — product, pricing, marketing, sales — and it's the fastest way to turn "we're behind" into a concrete plan.

What should a gap analysis template include?

Four columns: current state, desired state, the gap itself, and the action that closes it — applied across the areas that matter to your business. This template covers product, pricing, marketing, sales, and customer experience, with a prompt in every column.

What is a competitive gap analysis?

The same exercise with your competitors as the benchmark: the desired state isn't an internal target but what rivals already offer — features they ship, prices they beat you on, content they rank with. The gaps that matter most are usually the ones a competitor is actively exploiting.

Is this template really free? Do I need an account?

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

Free tool

Gap Analysis Template & Generator

Current state, desired state, the gap, and the action that closes it — across the five areas that decide whether you win your market. Works as a classic gap analysis or a competitive one: put what rivals already do in the desired-state column and the gaps name themselves. Autosaves in your browser; export as CSV or PDF. Free, no account.

Area	Current state	Desired state	Gap	Action
Product & features
Pricing & packaging
Marketing & content
Sales & conversion
Customer experience & reviews

The gaps that hurt most are the ones competitors open while you're not looking.

Outmano watches your competitors' pricing, features, content, and reviews — and shows you the gaps they open in real time, with a weekly plan for closing them.

See your gaps in real time »

How to run a gap analysis with this template

Write the current state without flattery. "Our pricing page hasn't changed since 2024" beats "pricing could be improved." The analysis is only as good as its honesty.
Make the desired state checkable. A number, a date, or a named competitor's bar to clear — "match Acme's free tier by Q4," not "be more competitive."
Name the gap, not the symptom. Losing deals is a symptom; "no SSO on the mid tier" is a gap someone can close.
One owner per action. A gap analysis without names attached is a wish list. Every action row should end with who's doing it.

Running the competitive version? Fill the desired-state column from our SaaS pricing directory — verified tiers for hundreds of products — or map who you're actually up against with the Competitor Analysis Generator.

Gap analysis FAQ

What is a gap analysis?: A gap analysis compares where you are (current state) against where you need to be (desired state), names the gap between the two, and assigns an action to close it. It works for any area — product, pricing, marketing, sales — and it's the fastest way to turn "we're behind" into a concrete plan.
What should a gap analysis template include?: Four columns: current state, desired state, the gap itself, and the action that closes it — applied across the areas that matter to your business. This template covers product, pricing, marketing, sales, and customer experience, with a prompt in every column.
What is a competitive gap analysis?: The same exercise with your competitors as the benchmark: the desired state isn't an internal target but what rivals already offer — features they ship, prices they beat you on, content they rank with. The gaps that matter most are usually the ones a competitor is actively exploiting.
Is this template really free? Do I need an account?: Yes, and no account. The grid works entirely in your browser and autosaves locally. We only ask for an email when you export the finished analysis as a CSV or PDF.