Competition slide in a pitch deck
What it is, why it matters, and how to write it so investors trust you know the game you're playing.
What is the competition slide?
The competition slide shouldn't be just a grid with vague variables. It's where you show investors you understand the market you're entering and why you have a real shot at winning.
Your job is to:
- Map the competitive landscape (not just logos)
- Show your actual edge - what you do better
- Prove that your advantage is hard to copy
- Clarify your positioning in the market
Skip this, and investors assume you don't know what you're up against or that you're naive.
What investors look for
These are the exact criteria Pitchkit uses to evaluate your competition slide:
- Competitive landscape awareness — Do you know who else is solving this problem? Are you honest about it?
- Clear competitive advantage — What are you doing differently or better - feature, price, channel, model?
- Sustainable competitive advantage — Is that edge defensible? Will it last when others notice?
- Clear market positioning — Are you the premium tool, the fast one, the budget option, the all-in-one?
Investors don't need you to kill every competitor. They need to believe you've carved a wedge.
Good vs. bad examples
✅Strong
"We're entering a $4B category dominated by legacy tools built pre-AI. Our wedge is API-first automation for growth teams. Competitors focus on enterprise; we win speed + self-serve."
- Shows awareness of market
- Clear point of entry
- Real moat: API + self-serve
❌Weak
"No real competitors. We're the only ones doing this."
- Never true
- Red flag for lack of research
- Makes you sound delusional
Common mistakes
- Fake 2x2s: Slapping logos on a chart with you in the top-right doesn't prove anything.
- Saying you have no competition: That just tells investors you didn't look hard enough.
- Listing features instead of positioning: "We're faster and cheaper" isn't a strategy.
Best practices
- Acknowledge strengths in others: It builds credibility.
- Focus on what you don't do: Great positioning is as much about what you're avoiding.
- Use language like an analyst: "We win in XYZ scenarios" > "Our tool is better."
Your slide should show you've studied the market and chosen your battles wisely.
How Pitchkit helps
Pitchkit's competition slide builder helps you:
- Map key players with more than just logos
- Articulate your unique and defensible edge
- Position clearly in the minds of investors
- Avoid the most common founder mistakes
You'll also get investor lens feedback: If they'd question your moat, you'll see it before you send the deck.
FAQs
- Do i need a competitor comparison chart? Optional. But if you include one, make it real. Not just a "we have checkmarks, they don't" grid.
- How do i prove a sustainable moat? Think data flywheels, network effects, community, brand, AI training, switching costs - something that compounds.
- Can i compete with incumbents? Yes, if you show how the market shifted and you're built for the new reality.