Competitor snapshot template (Markdown)
A one-page brief that answers one decision question about one competitor — with a URL behind every claim.
How to fill it in ~30 minutes
- Write the decision question first (e.g. “Should we match their new pricing tier?”). Everything else serves it.
- Collect 5–10 primary sources: official blog, pricing page, changelog, docs, filings, job posts. Log each in the source log with access date.
- Fill the facts section only from the log. If a claim has no row, it does not go in.
- Separate facts from your interpretation — put opinions in a labeled “So what” section.
- List unknowns and what would change your view.
- Archive pages that may change (Wayback Machine) and note it.
Common mistakes
- Citing aggregator articles instead of the primary page.
- No access dates — pricing pages change silently.
- Mixing “they announced” with “they shipped”.
The template
Download .md · See it filled in
Snapshot Brief
| Field | Value |
|---|---|
| Title | [Topic or company] |
| Date | YYYY-MM-DD |
| Author | [Name / role] |
| Audience | [Founder / ops / analyst / internal] |
| Status | Draft · Review · Final |
1. Decision question
One sentence. What decision does this page inform?
Example: “Should we prioritize Partner X for a pilot this quarter based on public signals?”
2. Bottom line
2–4 sentences. Answer the decision question using only what the Key Facts support. Flag confidence (High / Medium / Low).
Confidence: High · Medium · Low
3. Key facts
Each row needs a public source. Prefer primary filings, official blogs, reputable news.
| # | Fact (neutral wording) | Source title | URL | Accessed (YYYY-MM-DD) |
|---|---|---|---|---|
| 1 | ||||
| 2 | ||||
| 3 | ||||
| 4 | ||||
| 5 |
4. Unknowns / open questions
- [ ] What is still unverified?
- [ ] What would change the bottom line?
- [ ] Whose confirmation do we need?
5. Suggested next actions
Process steps — research, outreach, or verification — not buy/sell instructions.
6. Source log (quick)
| Claim / topic | Source title | URL | Accessed | Notes |
|---|---|---|---|---|
Optional: mirror rows into templates/source-log.csv for multi-brief tracking.
Disclaimer
Public-source research aid only. Not financial, investment, legal, or tax advice. Verify every URL and figure before decisions.
Not investment advice. Templates and illustrative samples for organizing public, citable information. Samples are teaching examples (fictional or illustrative); verify every claim yourself.