"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.
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Why Making a Good Competition Slide is a Challenge
When creating your pitch deck, the competition slide often ends up being one of the most difficult to get right. On the surface, it's just about listing competitors and comparing features, but in reality, it's a delicate balance.
1. The Fine Line Between Confidence and Arrogance
You need to position your product as a winner without coming off as overly dismissive of competitors. A tone that’s too negative can make you seem unprofessional, while being overly modest won’t show off your strengths. Finding the right balance is crucial.
2. Not All Competitors Are Created Equal
Comparing your solution to others might seem simple, but no two companies offer the same thing in the same way. You have to decide what features and aspects matter most to highlight and find a fair way to show your strengths.
3. Information Overload
With so many competitors, it’s easy to overwhelm your audience with too many details. A competition slide should focus on what really matters, keeping the comparison simple, clear, and easy to digest without cluttering the slide with unnecessary information.
How to make the pitch deck competition slide?
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.”
Address the Elephant in the Room
If there’s a competitor who is significantly bigger or more established than you, don’t avoid it. Investors know about them, and ignoring the giant in the room is a sure-fire way to lose their trust. Be honest about who you’re up against and what that means for your business. Addressing these tough questions head-on shows confidence and foresight.
For example, if you're a new player in a market dominated by a massive company like Amazon, say it. Acknowledge the strength of that competitor. But then, pivot the conversation to how your solution focuses on a niche or a specific customer segment that Amazon overlooks. It's not about defeating Amazon; it’s about positioning your product where the giant can’t reach.
Location of the competition slide
The competition slide typically appears after you’ve introduced your product and its key features but before diving into financials or market opportunity. It’s positioned strategically to reinforce the value proposition of your product by showing how it stacks up against other players in the market. This is where you transition from talking about your solution to demonstrating how it stands out in a competitive landscape. By placing the competition slide at this point, you ensure that your audience understands the competitive context, making the case for why your product is the best option.
However, some pitch decks opt to place the competition slide later in the presentation, especially if it’s part of a larger market analysis or business strategy section. In this case, the competition slide would serve as a natural segue into discussing differentiation strategies and go-to-market plans. Wherever it’s placed, the key is to ensure that it supports your narrative and aligns with your overall pitch. It should never feel like an afterthought but rather an essential part of demonstrating your product’s uniqueness in the market.
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