One of the trickiest parts of creating a startup pitch deck is talking about the competition. You want to show investors, pitch competition judges, or accelerator programs that you understand the market, but you also don’t want to focus too much on your rivals. The key? Strike the perfect balance between showcasing the competitive landscape and highlighting why your startup stands out.

In this post, we’ll dive into how to structure a competition slide (or section) that hits all the right notes, giving potential supporters confidence in your market knowledge and your startup’s potential to win.

Why the Competition Slide is So Important

Before we jump into the structure, let’s talk about why this slide matters. The competition slide does three main things:

1. Proves you understand the market: Investors want to see that you know who your competitors are and why they matter.
2. Shows how you’re different: It’s not enough to know your competitors—you need to explain what sets you apart.
3. Validates the market need: If you have competitors, that’s a sign that there’s demand for your solution. No competition can actually be a red flag!

Now that we’ve covered why it’s important, let’s break down how to structure it.

Structuring the Perfect Competition Slide

When building a competition slide, simplicity is key. You want to keep the slide visual and easy to understand. Here’s a simple structure to follow:

1. List Your Main Competitors

Start by identifying your top competitors—the companies or products your target market could turn to instead of yours. Typically, you’ll want to include 3-5 competitors on this slide. These could be direct competitors (offering a similar product) or indirect competitors (offering an alternative solution to the same problem).

2. Use a Visual Comparison (Matrix or Quadrant)

Investors love visuals that simplify complex data, so a comparison matrix/table or competitive quadrant is ideal for this slide. In a comparison matrix, you list key features or metrics down one side and your competitors across the top, showing how each performs on those key factors. The competitive quadrant, on the other hand, plots competitors along two axes, such as price vs. product quality or feature set vs. ease of use.

For example, in a comparison table:

This sample comparison table highlights how an early-stage Airbnb might've identified gaps in the market and how they stacked up with their competition at the time.

3. Highlight Your Differentiators

This is where you shine. Once you’ve mapped out the competition, highlight the key differentiators that set your startup apart. Maybe your product is more user-friendly, more affordable, or offers features your competitors don’t. You want to make it crystal clear why your solution is better for your target customers.

A simple way to do this is with a standout bullet point list like this one:

• Better User Experience: Our platform offers an intuitive interface designed for non-tech-savvy users.
• Competitive Pricing: We offer a tiered pricing model that makes us affordable for small businesses.
• Superior Customization: Unlike Competitor A, our product is fully customizable to meet specific needs.

Tips for Creating a Strong Competition Slide

To make sure your competition slide hits the mark, keep these tips in mind:

• Be honest: Investors know that no startup is perfect, so don’t shy away from acknowledging your competitors’ strengths. The key is to show why your product is still a better choice.
• Keep it visual: Investors have limited time, so make your slide easy to digest with clear visuals like a matrix or quadrant. Avoid text-heavy slides.
• Stay focused: Zero in on the most important differentiators that matter to your target market. Don’t try to compare every single feature—stick to 3-5 that really set you apart.

A well-structured competition slide can make all the difference in your pitch. It demonstrates to investors that you understand your market, that you’re aware of the competitive landscape, and—most importantly—that you’ve got a solid strategy to outshine the competition. With a visual comparison and clear differentiators, your competition slide can help you stand out while building trust with your audience.

Ready to impress investors? Follow these steps, create a compelling competition slide, and show them why your startup is a winning bet.

4. Visualize Your Position

Finally, create a visual representation of your competitive positioning. This could be a:

• 2x2 quadrant: Plot competitors on a graph with axes such as price vs. features or ease-of-use vs. complexity.
• Feature comparison table: Show side-by-side feature comparisons.
• Market map: Show how competitors are clustered in certain areas, while your startup addresses an underserved niche.

Example:

Visuals help investors quickly digest the information and understand your unique positioning.

Tips for Creating a Strong Competition Slide

To make sure your competition slide hits the mark, keep these tips in mind:

• Be honest: Investors know that no startup is perfect, so don’t shy away from acknowledging your competitors’ strengths. The key is to show why your product is still a better choice.
• Keep it visual: Investors have limited time, so make your slide easy to digest with clear visuals like a matrix or quadrant. Avoid text-heavy slides.
• Stay focused: Zero in on the most important differentiators that matter to your target market. Don’t try to compare every single feature—stick to 3-5 that really set you apart.

A well-structured competition slide can make all the difference in your pitch. It demonstrates to investors that you understand your market, that you’re aware of the competitive landscape, and—most importantly—that you’ve got a solid strategy to outshine the competition. With a visual comparison and clear differentiators, your competition slide can help you stand out while building trust with your audience.

Ready to impress investors? Follow these steps, create a compelling competition slide, and show them why your startup is a winning bet.