"Can we skip the competition slide in the pitch deck? Personally, I’ve never found much use for it. I’m pitching to investors who already know the market and competition inside out," said our client, let's call him AB, the founder of a fintech startup we’ve been working with.
"I get where you're coming from," I replied, "but the competition slide isn't just about informing investors of the obvious. It’s a visual tool that helps them quickly grasp how you stack up in the market, making it easier for them to see your edge."
"Ah, that makes sense," he said. "Let’s include it then."
This conversation with AB is the inspiration behind this blog. We'll be diving into the essential role of the competition slide, why it matters, and how to create one that stands out.
What is the competition slide in a pitch deck
A competition slide is a section in a pitch deck that visually compares your business to its competitors, highlighting key differences and advantages. It helps investors or stakeholders quickly understand how your product or service stands out in the market, showing why your company is better positioned for success.
Think of it as a simplified chart or graph that visually compares your offerings to others in the space, making it easy for your audience to grasp the big picture. By doing this, you’re not only demonstrating your awareness of the landscape but also showing how you outshine your competitors.
Why you can't skip this slide
Investors love a side-by-side showdown
Even if investors know the market, they still want to see how you stack up. A competition slide lets them visualize your strengths against the competition in one glance, saving them the mental gymnastics of piecing it together themselves.
Prove you’re playing chess, not checkers
Skipping the competition slide might make it seem like you're avoiding the comparison. Instead, use it to show you've studied the landscape and have a clear strategy to outmaneuver the competition.
Confidence is contagious
A competition slide isn’t just about information—it's about showing you’ve got nothing to hide. By confidently laying out how you beat the competition, you signal to investors that you’re ready to dominate the market.
How to make a competition slide that stands out
So, you've decided not to skip the competition slide—great choice! Now, let’s make sure it doesn’t just blend into the background like a bad wallpaper. Here’s how to create a competition slide that’s as sharp as your business model.
1. Ditch the Cliché Tables, Bring on the Visuals
A boring grid full of checkmarks? Nah, you’re better than that. Investors have seen a million of those. Instead, try something more visually engaging—like a quadrant chart (think Gartner Magic Quadrant) or a radar chart that highlights your strengths. These formats not only look cooler but make it easier for investors to quickly grasp where you stand.
Example: Plot your competitors on a graph with two key axes (e.g., market share vs. innovation). This way, instead of saying you’re a leader, you can show them.
2. Focus on What Matters, Skip the Fluff
You don’t need to compare every single feature or metric. Keep it to the things that really matter to your investors. What’s going to make them open their wallets? Laser focus on a few key areas where you absolutely crush the competition—whether it's price, speed, service quality, or innovation.
Example: Instead of listing out 10 features no one cares about, highlight just three where you're leagues ahead. Quality over quantity, every time.
3. Show the Competition Some Love (But Not Too Much)
You want to highlight your strengths, not come across as arrogant. Investors appreciate a fair comparison. Acknowledge where your competitors are strong but make it clear why your solution is better overall. This shows you're confident and understand the market, rather than just trying to tear others down.
Example: “Our competitor has great distribution, but we’re able to offer the same at a lower price with a higher customer retention rate.” You’re complimenting them, but it’s clear who’s still winning.
4. Use Data for Knockout Punches
Nothing says "I'm the future" quite like cold, hard numbers. Use stats to back up your claims—whether it’s growth projections, market share, or customer retention. Numbers cut through the noise and give investors that “aha!” moment.
Example: “We offer a 25% faster time-to-market, which saved Client X $200K last year alone.” Boom. That’s how you do it.
5. Keep It Simple, But Not Too Simple
Don’t over-explain. Investors don’t need a college lecture on your industry. But don’t be so minimal that it feels like a PowerPoint ghost town either. Your competition slide should be easy to scan in a few seconds. Think of it as the fast food of pitch decks—quick, satisfying, and leaving them wanting more.
Example: Instead of long-winded descriptions, use icons or short one-liners next to competitor names: “Slow,” “Pricey,” “Old-School Tech.” Make it digestible.
6. Show Your Unique Secret Sauce
This is the time to flaunt your differentiators. What makes you not just another player, but the game-changer in your industry? Highlight your unique value proposition and show why it matters more than what your competitors offer.
Example: “Unlike our competitors, we’ve developed a proprietary AI tool that cuts analysis time by 40%—and it’s exclusive to us.”
7. Don’t Forget the Design
The way your competition slide looks matters as much as what’s on it. Keep your brand colors consistent, make sure fonts are legible, and, for the love of investors, don’t overcrowd the slide. Clean, crisp, and impactful—those are your design buzzwords.
Example: Use color to your advantage—green for your company’s wins, neutral tones for competitors. Make it easy to spot who’s the champion.
8. Leave Room for Questions
A killer competition slide should spark curiosity, not provide every single detail upfront. The goal is to intrigue your audience enough that they’ll ask follow-up questions. This creates dialogue and gives you a chance to further prove your expertise.
Example: “We see an untapped market that none of our competitors are targeting—but more on that later.”
Work with us
Creating an effective competition slide for your pitch deck is essential for standing out in a crowded market. By following the tips mentioned in this blog, you can create a competition slide that showcases your research, highlights your USP, and leaves a lasting impression on investors.
However, if this process feels overwhelming, don’t hesitate to reach out to us. We’re the experts in creating winning pitch decks that get results.
Check out our Pitch Deck Design Services.
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