The Competitor Analysis tool is a simple way to assess how your business is tracking against your competitors.

Simply identify your key competitors and update them to the tool.  Then evaluate the key attributes your customers assess you on when looking for a provider of your services.  Assign a weighting to each of these attributes based on the order of importance to a customer (ensuring they add up to 100%) and the finally mark your business, and that of your competitors, out of 5 for each of these attributes (1 being you are significantly weaker than your competition, 5 you are better than them in this area by some margin).

The tool will then allow you to identify the key areas you need to focus on (or justify why you are weaker in that area) before you pitch to a customer.