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Competitor Battle Card

Use this template to lay out all the information your team will need to know about your competitor. Learn more about this template.


[Competitor Name]

Business Type (ex: Payments, Project Management, Food and Beverage)

Based in City, State, Country

Known For:

  • Aggressive upfront discounts

  • Using approved resellers

  • Copying same business model, but presenting themselves as a more affordable option

Who are they targeting?

Businesses who need:

  • [business need]

  • [business need]

  • [business need]

  • [business need]

[Competitor] Value Props and Common Objections


Subject Topic

Strategy: [How do they want the merchant to react and what things should we emphasize to gain that?]

ObjectionsRep Response
"This is what they are offering me and it's a really low price."List of talking points to combat this comment (not a script).

Areas of Focus


Green (Areas where we win over the competitor)

  • Area 1

  • Area 2

  • Area 3

Yellow (Areas where we are similar)

  • Area 1

  • Area 2

  • Area 3

Red (Areas to stay away, reroute conversation)

  • Area 1

  • Area 2

  • Area 3