How to Create a Competitive Matrix for Your Flooring Business
Mar 06, 2025
Understanding where you stand against competitors and how to differentiate your business can be the game-changer that sets you apart. That’s where a Competitive Matrix comes in. This simple yet powerful tool helps you analyze key competitor data, identify gaps, and develop a strategy to win more customers and increase profitability.
This blog post will walk you through how to create your own Competitive Matrix, using free tools and insights to help you gain market share.
What is a Competitive Matrix?
A Competitive Matrix is a structured way to compare various competitors across different metrics. It helps you:
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Pinpoint your Unique Selling Proposition (USP)
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See market trends and opportunities
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Understand customer alternatives and pricing benchmarks
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Refine your business strategy for growth
How to Build Your Competitive Matrix
Here’s a simple way to get started:
1οΈβ£ Identify Your Top Competitors – Use Google searches, industry directories, and customer feedback to list businesses competing in your space. (List all alternatives for flooring in your area and whittle that down to the top 3 who stand to gain your Customer Avatar's business.)
2οΈβ£ Gather Publicly Available Data – Many key insights are available online! Check websites, social media, and free market research tools to collect relevant data.
3οΈβ£ Compare Metrics That Matter – Track elements that impact success, such as:
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Revenue Estimates – Approximate sales volume
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Years in Business – Longevity and market trust
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Online Presence & Domain Rating – SEO strength and website traffic
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Backlinks & Reviews – Indicators of credibility
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Marketing Strategies – Community involvement, digital advertising, and customer engagement
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Customer Experience & Follow-Up – Do they nurture leads or leave gaps in service?
4οΈβ£ Analyze & Find Your Advantage – Use the insights you’ve gathered to identify where you outshine competitors and where you can improve.
Free Online Tools for Competitive Assessments
Here are some free tools you can use to build your Competitive Matrix:
β County Tax Assessor – find public data on business value, volume and property
β Zoom Info – get the free trial of this powerful software for gathering competitor info
β Google My Business & Reviews – Check competitor ratings, photos, and customer feedback
β Ubersuggest – Provides website traffic estimates, domain scores, and backlink data
β SimilarWeb – Analyze competitor web traffic and top referral sources
β Google Trends – See search trends for your niche
β Hunter.io – Find email outreach patterns and contact info
β Wayback Machine – View how competitors’ websites have evolved over time
β BuiltWith – Discover competitor tech stacks and integrations
(Also: Ask Reps and Installers, they can tell you a lot... so can driving by and checking our number of cars in the parking lot and other factors.)
Secret Shopper Strategy: A Pro Move
Want to go deeper? Create a Secret Shopper Profile using your Customer Avatar and test how competitors handle inquiries. Call, email, or visit their store and take notes on:
βοΈ Response times & follow-ups
βοΈ Sales techniques & customer experience
βοΈ Pricing structures & promotions
Many businesses neglect structured follow-ups—making this a huge opportunity for differentiation. Implementing a simple automated lead nurturing system could set you apart instantly.
Ready to Build Your Own Competitive Matrix?
We’ve created a free Competitive Matrix Template to help you organize and analyze your competitor data.
π COPY A COMPETITIVE MATRIX TEMPLATE FOR FLOORING STORES HERE
Use this to spot market opportunities, refine your strategy, and position your business for success.
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