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Creating a Compelling Competitor Analysis for Your Pitch Deck

Crafting an effective competitor slide is a crucial element of any startup pitch deck. This slide aims to demonstrate your competitive advantage and unique value proposition that sets your company apart in the marketplace.


As an entrepreneur seeking funding, conducting in-depth competitor research and analysis is imperative for multiple reasons:


It shows investors that you thoroughly understand your industry, market landscape, and where your solution fits in.

An insightful competitive analysis helps articulate what key problem your product solves, and why it offers a better solution than alternatives.

Analyzing the competition allows you to highlight the strategic differentiators that give your startup an edge.

Follow these 10 tips to create a visually impactful, insightful, and convincing competitor slide for your next pitch deck:


Identify Both Direct and Indirect Competitors

Cast a wide net spanning beyond just direct competitors. Include substitutes, alternatives, and analogs that prospects may consider. The broader your competitive set, the more compelling your differentiated value proposition.


Map the Competitive Landscape


Visually represent the competitive landscape using charts like a competitive matrix, perceptual map, or other graphics. This overview contextualizes your positioning.


Analyze Competitors’ Strengths and Weaknesses


Objectively evaluate competitors across areas like product features, technology, pricing, target customers, partnerships, marketing, and more. Identify both strengths to learn from and weaknesses to exploit.


Quantify Your Differentiators


Use data, metrics, and specifics to quantify your advantages over competitors. This could include pricing, quality, efficacy, speed, cost savings, and other points of differentiation.


Align with Customer Needs


Emphasize how your positioning and offerings align with target customer needs better than your competition. Investors want to see product-market fit.


Keep it Visually Simple


Avoid overcrowded text and complex graphics. Use icons, charts, and clean design focused on your most compelling data for easy communication.


Spotlight Your Innovation


If your product introduces cutting-edge advancements or new technologies, highlight the innovation that competitors lack. But stay factual – don’t just claim superiority.


Seek External Perspectives


Get unbiased views of experts in your industry to identify other competitors, receive objective feedback, and refine your analysis.


Update Regularly


Revisit your competitive assessment frequently as new products launch, market conditions shift and data emerges. Static data grows outdated.


Balance Confidence with Humility


Avoid arrogance or attacking competitors. The tone should show awareness of other options while confidently conveying your strategic edge in a factual, humble way.


Creating an Insightful Competitive Analysis


Conducting an accurate, in-depth competitive analysis is the foundation for an impactful slide. Follow these steps:


  • Thoroughly research competitors’ product offerings, business models, pricing, partnerships, customers, traction, team backgrounds, and more across both public and proprietary sources.
  • Identify substitutes that prospects may consider even if not direct competitors. For example, Zoom competes with other video conferencing tools but also substitutes like phone and in-person meetings.
  • Objectively evaluate relative strengths and weaknesses across factors like product capabilities, technology innovation, customer experience, compliance, security, and pricing.
  • Uncover “pain points” where competitors fail to adequately solve customer needs, face negative feedback, or have clear gaps. Highlight how your solution addresses these gaps.
  • Seek insights from current and prospective customers through surveys, interviews, and focus groups to reveal unmet needs.
  • Quantify your advantages with hard data around pricing, quality ratings, delivery speed, cost savings, usage rates, conversion rates, failure rates, and other metrics conveying superiority over specific competitors.
  • Update your analysis frequently to account for competitor product launches, market entries, partnerships, publicity, and other events that shift dynamics. Set Google News alerts and leverage tools like SimilarWeb, Buzzsumo, and Alexa.com to monitor.


The competitor landscape is complex and ever-changing. However, arming investors with proof of your advantageous positioning demonstrates you have a sound strategy and viable market fit to compete and thrive. Conduct comprehensive research, accentuate your differentiation, and stay on top of emerging threats and opportunities. With these tips, your competitive analysis will be investors’ window into the exponential growth potential for your disruptive enterprise.