To put competitive analysis in a pitch deck, select a visual format (comparison table, quadrant chart, feature matrix, power grid, Venn diagram, or SWOT analysis), include 5-10 competitors with more direct than indirect competitors, position the slide after your business model slide, and use color coding and checkmarks to highlight your competitive advantages.
What is competitive analysis in a pitch deck?
Competitive analysis in a pitch deck is a visual comparison that shows how your company positions against other players solving the same problem. The analysis demonstrates your understanding of the market landscape and convinces investors that you can win market share.
Why competitive analysis matters in pitch decks
Investors reject founders who claim there are no competitors. The competitive analysis slide proves you understand your market and have identified clear differentiation. This is where you convince investors that your solution stands the best chance of capturing the market.
What types of competitors to include
Include both direct and indirect competitors in your competitive analysis. Direct competitors offer similar solutions to the same problem you solve. Indirect competitors provide alternative methods or partial solutions to the problem.
Include more direct competitors than indirect competitors in your comparison. Your total competitor count should range from 5 to 10 companies. This range provides a comprehensive market context without overwhelming investors with information.
Where to position the competitive analysis slide
Position your competitive analysis slide after the cover, problem, solution, market, and business model slides. Investors need to understand your product and market before they can evaluate how you compare to competitors. People can only compare what they already understand.
The exact position varies by company, but the competitive analysis must follow the context-setting slides that establish your value proposition.
What formats work best for competitive analysis
Six formats effectively display competitive analysis in pitch decks:
- Comparison tables organize competitors in rows with features or criteria in columns
- Quadrant charts plot competitors on two axes to show market positioning
- Feature matrices display checkmarks and X marks across capability comparisons
- Power grids map competitors based on multiple performance dimensions
- Venn diagrams illustrate overlapping capabilities with your company at the center
- SWOT analysis breaks down strengths, weaknesses, opportunities, and threats
Select the format that best highlights your competitive advantages and makes your superiority immediately visible.
What criteria to compare
Compare competitors across these key dimensions:
- Pricing features and cost structures
- Product features and capabilities
- Technology used in the solution
- Speed of execution and implementation
- Market presence and customer base
Choose criteria where your solution demonstrates clear advantages. Investors want to see dimensions that matter for market success and customer acquisition.
How to research competitor information
Gather accurate competitive information through four research methods:
- Visit competitor websites to understand their positioning and features
- Read competitor reviews on platforms where customers share feedback
- Talk to past competitor customers to learn about pain points and gaps
- Use competitor products directly to identify weaknesses and limitations
These research methods provide firsthand insights that make your competitive analysis credible and accurate.
How to handle new market categories
New market categories without direct competitors require showing alternative solutions that people currently use. These become your indirect competitors. Display the solutions customers use today to address the problem, even when those solutions work partially or ineffectively.
Comparisons that work best show how existing alternatives partially address the problem or offer different approaches than your solution. This demonstrates you understand current market behavior and can explain why customers will switch to your product.
What details to include about each competitor
Include three basic elements for each competitor:
- Company logo for visual recognition
- Company name for clear identification
- Key features or capabilities they offer
This level of detail works across all funding stages, from seed rounds to Series A. Investors need sufficient information to understand competitive positioning without excessive detail that clutters the slide.
How to position your company in the comparison
Position your company as the obvious best choice in the competitive comparison. In Venn diagrams, place your company at the center where capabilities overlap. In matrices and tables, use visual design to make your advantages immediately apparent.
Your positioning should show that you offer the most complete solution or the best combination of critical features investors care about.
What visual design best practices to follow
Apply these visual design techniques to make your competitive analysis more straightforward:
- Use color coding to differentiate your company from competitors
- Add checkmarks for features present and X marks for features absent
- Highlight your company with a different font weight or bolder text
- Create visual contrast that draws attention to your competitive advantages
- Maintain consistent styling that matches your brand identity
These design choices guide investor attention to your strengths and make comparisons easier to process quickly.
What common mistakes to avoid
Avoid two critical mistakes in competitive analysis slides:
- Claiming no competitors exist signals poor market research and unrealistic thinking
- Failing to show what makes your solution unique leaves investors uncertain about your competitive moat
The competitive analysis slide must demonstrate both market understanding and clear differentiation. Without showing your unique value, the comparison remains incomplete and fails to convince investors that you will win.
How to demonstrate you will win the market
Show you will win the market by making your competitive advantages obvious in the visual comparison. Select comparison criteria where you excel. Position your company prominently in the chosen format. Use design elements that highlight your strengths.
The competitive analysis slide serves as your proof point that you understand the competitive landscape and have built a superior solution. Investors need to see clear reasons why customers will choose your product over existing alternatives.