Ballet’s Competitor Pricing & Positioning Teardown template helps you research competitors in parallel, create battlecards and pricing comparisons, and track changes over time. Start with your company website URL, customize the research criteria, and generate competitive insights your team can use.
The problem: Competitive research is never really finished.
You’ve probably done this before. You spend hours reviewing competitor websites, checking pricing pages, comparing features, and organizing everything into a document or spreadsheet.
A few weeks later, someone asks whether the information is still accurate.
Maybe a competitor introduced a new pricing tier. Another changed its messaging. Sales wants to know how a recently announced feature compares to yours.
Now you’re revisiting the same sources to figure out what’s different.
The challenge isn’t collecting competitive information once. It’s keeping it current without repeating the entire process.
The play: Research competitors once. Track what changes.
Start with Ballet’s Competitor Pricing & Positioning Teardown template and provide your company website URL.
The template identifies relevant competitors, researches their publicly available pricing, features, and positioning in parallel, and organizes the findings into battlecards and comparisons.
The first run establishes a baseline. On subsequent runs, Ballet compares the latest information against the previous findings and highlights changes in pricing, packaging, features, or positioning.
Your team gets a repeatable way to monitor competitors without starting the research process over each time.
Customize the template with this prompt
Use the following instructions to tailor the template to your company, competitors, and research priorities.
Use the Competitor Pricing & Positioning Teardown template to research our competitive landscape, generate battlecards and pricing comparisons, and track changes over time.
Company profile and competitor discovery
Start with our company website: [company URL].
Review our products, target audiences, and positioning to identify relevant competitors.
Include these specific competitors, if applicable: [competitor names or URLs].
Competitive research
Research the identified competitors in parallel using publicly available sources.
For each competitor, collect:
- Product positioning and target audience
- Key features and differentiators
- Published pricing, plans, and packaging
- Competitive strengths and potential gaps
- Links to supporting sources
If pricing or other information isn’t publicly available, mark it as unavailable rather than making an assumption.
Battlecards and pricing comparison
Create a competitive battlecard for each company, summarizing its positioning, features, pricing, and key differentiators.
Generate a side-by-side pricing comparison showing available plans, published prices, and relevant packaging differences.
Include source links so the findings can be verified.
Baseline and change tracking
Save the initial research findings as a baseline.
On subsequent runs, revisit the same competitors and compare the latest information against the saved baseline.
Highlight changes in:
- Pricing and plans
- Product packaging
- Features and capabilities
- Positioning and messaging
Include supporting sources for detected changes and flag anything that requires verification.
Present the updated findings alongside a summary of what changed since the previous research.
How the workflow runs
01. Select the template and enter your company domain
Open the Competitor Pricing & Positioning Teardown template in Ballet.
Enter your company website URL. Ballet uses it as the starting point to identify relevant competitors and guide the research.
You can also specify particular competitors, products, or features you want to track.
02. Research competitors in parallel
Ballet researches publicly available competitor information, including pricing pages, product descriptions, feature lists, and positioning statements.
Rather than researching each company separately, the template gathers information across competitors in parallel and brings the findings together.
03. Create battlecards and pricing comparisons
Ballet organizes the research into a battlecard for each competitor and a side-by-side pricing comparison.
Depending on the information available, each battlecard can include:
- Product positioning and target audience
- Key features and differentiators
- Published pricing, plans, and packaging
- Competitive strengths and potential gaps
- Source links for verification
If a competitor doesn’t publish its pricing, the template flags it as unavailable rather than guessing.
04. Save the baseline
The first completed research run becomes your reference point.
Ballet saves the findings so future runs can compare the latest information against what was previously collected.
05. See what’s changed
On subsequent runs, Ballet checks the competitors against the saved baseline and highlights differences in pricing, features, packaging, or positioning.
Your team can review the changes and decide whether to update a battlecard, sales talking point, or competitive strategy.
What your team gets
A repeatable way to research competitors and keep your findings current.
For Marketing Ops
Less time gathering information from multiple websites and maintaining comparison documents.
For Product Marketing
A structured way to review changes in competitor messaging, features, and pricing.
For Sales
More current competitive information to reference during deal conversations.
Ballet handles the repeatable research and comparison work, while your team decides which changes matter and what to do next.
Customize the template for your team.
Start with your company domain and let Ballet identify competitors to research. If there are specific companies your team regularly competes against, add them to the template.
You can focus on pricing, product features, positioning, or all three. Review the first set of findings and adjust the research criteria based on what your team needs.
Once configured, you can run the template again whenever you want to see what’s changed.
