How to Do a Competitor Analysis Pitch Deck Slide

The competitor analysis slide is where many pitch decks fall apart. Founders either claim they have no competitors (red flag) or list so many that investors can't see the differentiation.

This guide shows you how to create a competitor slide that builds credibility and highlights your advantage.

Why the Competitor Slide Matters

Investors want to know you understand your market. The competitor slide tells them:

You've done your homework
You know what you're up against
You have a clear reason to win

Saying "we have no competitors" signals naivety. Every business competes for customer attention and budget — even if not directly.

Quick Framework for Competitor Analysis

Identify your competitive categories
Choose the right visualization
Define comparison criteria
Position yourself clearly
Explain your unfair advantage

Let's walk through each step.

Step 1: Identify Competitive Categories

Competitors come in different forms:

Direct competitors — Same solution, same customer Example: Notion vs. Coda for team documentation

Indirect competitors — Different solution, same problem Example: Notion vs. Google Docs + Trello combo

Status quo — How customers solve the problem today Example: Spreadsheets, email, or manual processes

Future competitors — Who might enter this space Example: Large tech companies that could build this feature

For your pitch deck, focus on direct and indirect competitors. Acknowledge the status quo if it's significant.

Step 2: Choose Your Visualization

Three common approaches:

The 2x2 Matrix

The classic. Plot competitors on two axes that matter to your market.

Good axes to use:

Price vs. Features
Enterprise vs. SMB focus
Ease of use vs. Power
Vertical-specific vs. Horizontal

Position yourself in a desirable quadrant — ideally one that's underserved.

The Feature Comparison Table

List key features down the left side, competitors across the top.

Use checkmarks and X's to show who has what. Make sure you win on the criteria that matter most.

Warning: Don't cherry-pick features just to make yourself look good. Investors will notice.

The Competitive Landscape Overview

Show logos grouped by category with a one-line description of each.

Works well when:

You have many indirect competitors
You're creating a new category
The market is complex

Step 3: Define Your Comparison Criteria

Choose 4-6 criteria that:

Matter to customers
Show your strength
Are defensible

Good criteria examples:

Pricing model
Key features
Target customer
Integration capabilities
Ease of implementation
Security/compliance

Bad criteria:

Subjective claims ("best design")
Things that don't matter to buyers
Too many criteria (overwhelming)

Step 4: Position Yourself Clearly

Your position needs to be:

Specific — "We serve Series A startups" not "We serve everyone"

Defensible — Can you back it up with evidence?

Valuable — Does your position matter to customers?

Differentiated — Are you claiming white space?

Example Positioning Statements

❌ "We're the best all-in-one platform"

✅ "We're the only solution built specifically for remote sales teams with real-time coaching"

❌ "We have better technology"

✅ "Our AI model trains on your data in 24 hours vs. 2-4 weeks for competitors"

Step 5: Explain Your Unfair Advantage

After showing the competitive landscape, answer: Why will you win?

Types of competitive advantages:

Technology moat — Proprietary tech that's hard to replicate "Our patented algorithm processes data 10x faster"

Data moat — Unique data that improves over time "We've trained on 1B+ data points from 500+ customers"

Network effects — Product gets better with more users "Each user adds templates that benefit all users"

Switching costs — Hard for customers to leave "Deep integration into customer workflows"

Brand/Trust — Reputation in the market "Trusted by 80% of Fortune 500 companies"

Competitor Slide Examples

Example 1: 2x2 Matrix

                    High Price
                        │
        Enterprise      │      Legacy
        Solutions       │      Providers
       (Salesforce)     │      (SAP)
                        │
Low Feature ────────────┼──────────── High Feature
                        │
        Simple          │      US
        Tools           │      (positioned here)
       (Spreadsheets)   │
                        │
                    Low Price

Key insight: Position yourself in the quadrant with the best opportunity.

Example 2: Feature Comparison

Feature	Us	Competitor A	Competitor B
Real-time analytics	✓	✓	✗
No-code setup	✓	✗	✗
API access	✓	✓	✓
White-label option	✓	✗	✓
Free tier	✓	✗	✗

Key insight: Win on the rows that matter most.

Common Mistakes to Avoid

Mistake 1: "We have no competitors" This signals you haven't done the work. Every business has competition — even if it's the status quo.

Mistake 2: Including too many competitors 5-7 max. If you list 20 logos, you're not helping investors understand the landscape.

Mistake 3: Cherry-picking unfair comparisons Investors will research your competitors. If your comparison doesn't hold up, you lose credibility.

Mistake 4: Ignoring the incumbents If Salesforce or Google could build your product, acknowledge it. Explain why they haven't or won't.

Mistake 5: Only showing direct competitors The real competition might be "do nothing" or manual processes. Include how people solve the problem today.

Responding to Competitor Questions

Investors will dig deeper. Be ready for:

"What if [Big Company] builds this?" → Explain focus, speed, or specialization advantages

"How do you compete on price?" → Talk about value, not just price

"What happens when competitors copy this feature?" → Explain your broader moat, not just single features

"Why haven't others solved this?" → Share your unique insight into the market

Beyond the Slide: Competitive Intelligence

Your competitor slide comes from deeper analysis. Build an ongoing practice:

Sign up for competitor products
Read their case studies and reviews
Track their funding and hiring
Monitor their product updates
Talk to their customers

This knowledge pays off in investor meetings when you can speak intelligently about the landscape.

Document Analytics

Conclusion

A strong competitor analysis slide shows investors you understand your market and have a clear path to winning. Choose the right visualization, pick defensible comparison criteria, and clearly articulate your unfair advantage.

Remember: the goal isn't to prove you have no competition. It's to prove you'll win despite competition.