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What is a Competiton Slide?

Every great market has competition. Whether it’s direct competitors, alternative solutions, or the entrenched status quo, someone is always trying to solve the same problem in a different way. The purpose of the competition slide (also referred to as the comparables slide) isn’t to shy away from this—it’s to confront it head-on. Show investors that you understand the terrain and have a clear plan to win.

This slide highlights three critical elements:

The Players: Who’s competing in your space, directly or indirectly?
The Gaps: Where do their solutions fall short?
Your Edge: What makes your approach better, faster, or more valuable?

Rather than fearing competition, use this slide to show that your startup has the insight, innovation, and execution to stand apart. Whether you’re positioning yourself as a disruptor in a legacy industry or carving out a new niche entirely, this slide tells the story of how you’ll succeed where others can’t.

Pro Tip

If you are an extremely rare startup entering a new or niche market with no direct competitors, focus on indirect competition and the inefficiencies of current solutions. Highlight how your approach disrupts the status quo or creates a new category entirely.

What Do Investors Look for on the Competition Slide?

A realistic understanding of the competitive landscape (direct and indirect competitors).
Differentiation between your solution and existing alternatives.
Your unique selling proposition (USP) and competitive advantages.
A compelling case for why customers will choose your solution over others.
Insights into potential challenges or threats posed by competitors.

🤔 What Questions Should a Competition Slide Answer?

Who are your direct and indirect competitors?
How do customers currently solve this problem, even without a direct competitor?
What makes your solution better or different?
Why would customers switch to your product or service?
What is your unique selling proposition (USP) in the market?

❌ Common Mistakes to Avoid

Using the “quadrant” visual and inevitably putting your startup in the very top right.
Claiming there is no competition, which signals a lack of market awareness.
Oversimplifying the analysis, such as placing all competitors in a “bad” category.
Failing to present your differentiation in a compelling way.
Using overly complex visuals that confuse rather than clarify.

How to Create a Competition Slide That Investors Will Love

✅ Competition Slide Best Practices

Present a balanced view of the competitive landscape, including both strengths and weaknesses.
Highlight your unique advantages and show how they align with customer needs.
Use visuals like magic quadrants, Venn diagrams, or comparison tables to organize information.
Be realistic—acknowledge competitors’ strengths while emphasizing your differentiation.
Align your competitive analysis with your broader pitch narrative (e.g., Problem Slides and Solution Slides).

✍️ Competition Slide Content

Headline: A statement summarizing your position (e.g., “The only platform offering a seamless, end-to-end solution for SMB financing”).
Competitor Landscape: Include direct competitors, alternative solutions, and the status quo.
Unique Selling Proposition (USP): Clearly define what makes your solution better.
Differentiation: Show how you outshine competitors in key areas like price, speed, usability, or innovation.
Threats: Briefly address potential challenges posed by competitors to show you’re prepared.

🎨 Competition Slide Design

Clear Visuals: Create quadrants, graphs, or tables for easy comparison – but be extremely thoughtful in your differentiation.
Logo Representation: Feature competitor logos (in grayscale) to enhance visual clarity.
Balanced Layout: Use whitespace and sections to avoid overcrowding.
Consistent Branding: Ensure the slide matches your deck’s overall aesthetic.