Competition Slide in Pitch Deck: The Ultimate Guide

Benjamin Debonneville
Founder & CEO
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An entrepreneur with no competition! Now, isn't that a fanciful thought?

Every business contends in a ring, whether it's with a behemoth industry titan or a scrappy up-and-comer.

Why do I say this? If your idea addresses a genuine pain point, rest assured, someone else is also aiming to soothe that very ache.

Remember, your pitch deck's competition slide isn't just a casual segue post-the-market slide. No, it's your declaration of intent, your battle plan.

After sketching the magnitude and potential of your market, it's your golden chance to show how you aim to carve out your own chunk of that tantalizing pie!

So, here is your guide to creating a compelling competition slide in your deck. But, first, we will shed some light on the fundamentals of the competition slide- what it is and why you need one.

Competition Slide: What it is and Why it is Important?

What is a competition slide, you ask?

Picture it as the chessboard of your pitch deck, a strategic layout that shows you're not stepping into the market blindfolded.

Especially during the advanced stages of fundraising, when the stakes are high and the gloves are off, the competition slide is the must-add one for your deck.

Think about it. No competition equates to no market - a chilling thought, isn't it?

But the reasoning is simple. If there's demand, innovators rush in, looking to turn that demand into dollar bills. If they're conspicuously absent, it's either tumbleweeds or your blind spot.

Don't shy away from competition. Embrace it.

Show your investors that you've got the lay of the land, that you've clocked your competitors and identified the gaps you intend to bridge.

Here is an example of a competitor analysis slide in a pitch deck:

This isn't just savvy business - it's survival.

How to Do Your Competitors Analysis?

Ever peeked over the fence to see if your neighbor's grass is greener? Competitor analysis is a lot like that but with higher stakes.

Ready to dive deep and dissect the competition?

Research Your Target Market and Trends

What's your first move on the competitor analysis chessboard? Surprisingly, it's not about your competitors just yet. It's about your market, your domain, your battleground.

Start with a bird's eye view, then zoom in. You'd be surprised how many pioneers fail to Google their own concept!

Doing your homework isn't optional, it's survival.

You could dive into DIY research, hire freelancers, or purchase professional market reports. The key is to get out there and mix it up with your target customers.

Figure out what they crave, what they'd pay for.

Look beyond the surface. See the size, the segments, and the trends.

Is your market expanding, or retracting like a snail in salt? Your findings, sprinkled across your market slide, will show investors that you know your stuff.

Identify and Evaluate Your Competition

Now that you've scrutinized your battleground, it's time to size up your adversaries.

Who's challenging you directly with a similar offering? Who's vying for the same customers with a different product? And who's eyeing your customers with a substitute?

Peek beneath the hood of their operations. A thorough scrub of the "four Ps" - Product, Price, Place, and Promotion is vital.

Taste their product, analyze their pricing strategy, and scout their geographical reach. What marketing voodoo are they casting to enchant their customers?

Go a step further. Discover their unique selling proposition, their reputation, and their human capital. Who are they teaming up with?

Knowing your enemy is half the battle won. Don't just scrape the surface, dig deep. The golden nuggets you uncover will sharpen your pitch and give you a leg up in this relentless race.

Highlight Unique Values

Think of a ruby among stones. Why does it get picked first? It's unique, isn't it?

Similarly, your startup must resonate with an unmistakable uniqueness. Investors don't swoon over features; they invest in value.

What's your standout attribute?

Is it unbeatable customer service, an unrivaled user experience, or an innovative distribution strategy? Perhaps it's a breakthrough pricing model?

Your competitive analysis should be like a treasure hunt, unearthing your startup's unique attributes that'll dazzle potential investors.

Make sure to illuminate these gems in your pitch. After all, it's your unique values that will not only set you apart in the crowded marketplace but also magnetize the funding you need.

Uniqueness is your startup's secret weapon. How are you wielding it?

Keep It Customer-Oriented

Ever heard the phrase, "The customer is king"? Your pitch deck should shout it!

At the heart of every thriving business is a laser focus on customer needs. After all, isn't their delight your true north?

Explain your choices, paint the vision of future enhancements, and showcase how every feature, every stride, is a testament to putting the customer first.

Similarly, find those advantageous spots where your competitors are lacking and your solution is attracting more customers.

Winning in a saturated market isn't about having the flashiest product; it's about proving you're tuned in to the ever-evolving chorus of customer demands.

When investors see your undying commitment to customer-centricity, they'll be more inclined to believe in your journey toward long-term triumph.

Remember, happy customers, happy business!

Determine Your Strategic Advantage

So, you've got the lay of the competitive land. Now, it's time for the million-dollar question - "What's your edge?"

This isn't a kiddie pool race; it's a strategic game of chess where you need to identify and leverage your strengths.

Could it be a unique selling point that sends your target market swooning? Or maybe you've spotted a competitor's Achilles heel, ripe for the picking.

But remember, don't let the competition set your entire playbook. And while pitching to investors, avoid the braggadocio of "we have what they don't".

Instead, subtly weave your strategic advantage into your narrative.

It's not about boasting; it's about smart storytelling.

How to Create A Compelling Competition Slide in Deck?

Now that you're armed with competitor analysis know-how, let's delve into the crafting of an irresistible competition slide.

It's time to transform that data into a deck masterpiece.

What Should be the Content?

Let's talk about the meat of your competition slide - the content.

  • Mapping the Rival Landscape: Identify and present both your direct and indirect competitors.
  • Unveiling your Magic: Showcase your Unique Selling Propositions (USPs) that set you apart.
  • Spotlight on Distinction: Highlight how your startup uniquely solves a problem.
  • Foreseeing Potential Roadblocks: Identify possible threats that could pose challenges down the road.

This information paints a compelling picture of your market position and strategic plans.

Questions to Address in Competition Slide

When crafting your competition slide, you need to answer some critical questions.

  • Mapping the Battlefield: Identify who is competing in your niche.
  • Potential Rivals: Consider who could possibly enter your domain in the future.
  • Ace in the Sleeve: Explain what gives you an edge over the competition.
  • Unique Charms: Highlight your unique selling points that appeal to your target audience.
  • Customer Guardians: Identify who might lure your customers away, and how.

These questions help investors gauge your market understanding and strategic thinking.

What Should be the Design?

Last but not least, the visual appeal of your competition slide can amplify your message. Here are some design tips for your competition slide:

  • Readability Reigns: Opt for fonts that are easy to read at a glance.
  • Quality Imagery: High-resolution images reinforce a professional, polished presentation.
  • Simplicity Sells: Maintain a clean and uncluttered design to keep focus on your message.
  • Visualize Value: Graphs and maps powerfully communicate your market position.

Your slide's design should elegantly convey your competitive edge and market positioning.

Final Thoughts

In the entrepreneurial arena, understanding your competition is as crucial as knowing your business.

A thoroughly researched competition slide, laden with key insights, differentiators, and strategic advantages, is your secret weapon. It paints a clear picture of your market landscape, underlines your unique values, and articulates your edge.

Remember to keep it customer-oriented, content-rich, and visually appealing. Ultimately, your competition slide isn't just about highlighting who you're up against, but showcasing why you stand out.

So, gear up, dive into the competitive analysis, and let your pitch deck do the talking!

Benjamin gave great tips to my start-up Blend for polishing and optimising my pitch deck, refreshing perspective. Recommend!