You lost the deal because your competitor slide looked like everyone else's.
First Round Capital found that startups with strong competitive positioning raise 2.7x more funding. The ones that get funded? They show exactly why they'll win.
This guide breaks down how to build competitor slides that actually convert. You'll learn proven frameworks, and get a ready-to-use template that tracks which insights grab investor attention.
What is competitor analysis in a pitch deck
Competitor analysis in a pitch deck shows investors where you fit in the market and why you'll beat the competition.
It's 2-4 slides that prove you understand the landscape. More importantly, they demonstrate why your approach wins.
This isn't your internal SWOT analysis. Pitch deck competitor slides focus on fundable advantages, not feature lists.
Seed startups use them to validate market opportunity. Series A companies prove defensible positioning.
Here's the reality: VCs spend 20 seconds on your competitor slides. Make them count.
How to do a competitor analysis pitch deck
Building winning competitor slides requires the right elements and a systematic approach. Here's exactly what to include and how to build them.
What to include
Market positioning matrix
The classic 2x2 grid remains powerful for a reason. It simplifies complex market dynamics into visual clarity.
Choose axes that matter to customers - not internal metrics. Price vs. quality. Speed vs. accuracy. Enterprise vs. SMB.
Place competitors based on actual data, not perception. Your position should align with your go-to-market strategy.
Feature comparison table
Skip the checkbox Olympics. Nobody wins when every box is checked.
Focus on 3-5 features that drive purchasing decisions. Show where you're different, not where you're the same.
Use Harvey balls or simple yes/no indicators. Save detailed comparisons for sales conversations.
Pricing analysis
Show pricing tiers without getting lost in details. Investors want to see your pricing strategy, not a rate card.
Include competitor pricing ranges. Position yourself clearly - premium, competitive, or disruptive.
Competitive advantages
List 3-4 sustainable advantages. Technology moats. Network effects. Exclusive partnerships.
Avoid temporary advantages like "better UX" or "faster onboarding." Competition copies those in months.
Market share visualization
Current market share tells half the story. Show TAM and your projected capture.
The TAM/SAM/SOM model works perfectly here. Concentric circles show market opportunity layers:
Total Addressable Market (TAM - $15.5M): The entire market if you had 100% share Example: "All businesses using CRM software globally"
Serviceable Addressable Market (SAM - $7.0M): The portion you can realistically serve Example: "SMB companies in English-speaking markets with 10-500 employees"
Serviceable Obtainable Market (SOM - $3.5M): Your realistic capture in 3-5 years Example: "Our revenue target based on 2% market share by year 5"
Each level needs brief explanation. Keep it to one sentence per circle.
Alternative approach: show competitor market shares in a simple bar chart. Include growth rates to demonstrate momentum.
Avoid pie charts with 10+ competitors. They're impossible to read.
Remember: investors calculate TAM themselves. Your job is showing you understand market dynamics and have realistic expectations.
How to build
Identify your real competitors
Start with who customers actually consider. Not who you think competes.
Check G2 comparison pages. Read sales call transcripts. Survey lost deals.
Group competitors into three buckets: direct (same solution), indirect (different approach, same problem), and future (potential threats).
Focus slides on direct competitors. Mention others only if investors will ask.
Gather competitive data
Use public data first. Pricing pages. Case studies. Product hunts launches.
LinkedIn Sales Navigator reveals team size and growth. Crunchbase shows funding history.
Customer review sites expose weaknesses. G2, Capterra, and Reddit threads provide unfiltered feedback.
Set up Google Alerts for major competitors. Track their press releases and feature launches.
Choose the right framework
Match your framework to your differentiation strategy.
Disrupting on price? Use a price-performance matrix.
Technical superiority? Show feature depth comparison.
New market category? Position against status quo, not competitors.
The framework should make your advantage obvious within 5 seconds.
Design for clarity
Design for instant comprehension. A confused investor is a lost investor.
Use consistent color coding. You're always the same color. Competitors use muted tones.
Limit text. Let visuals tell the story.
Place yourself strategically on matrices - upper right for positive attributes, lower left for cost efficiency.
Address concerns upfront
Anticipate the "what about" questions. Every investor has them.
Include emerging threats in your appendix. Show you're tracking them.
Address the gorilla in the room. If Google or Amazon could enter, explain your defense.
Never dismiss competition. Show respect while demonstrating superiority.
Competitor analysis pitch deck examples
Here's what effective competitor analysis looks like in practice.
Сompetitor analysis
This template demonstrates the gold standard for competitor slides. It includes 12 slides covering every angle investors expect.
The template starts with TAM/SAM/SOM market sizing. Shows investors you understand the full opportunity.
Porter's Five Forces analysis reveals industry dynamics beyond direct competitors. Critical for demonstrating strategic thinking.
Visual positioning maps make differentiation instantly clear. No walls of text needed.
Detailed competitor portraits go beyond surface features. They analyze business models, funding, and growth trajectories.
Side-by-side comparison tables use proven design principles. Your advantages pop without aggressive highlighting.
Built-in analytics track which slides get the most attention. Optimize your pitch based on real investor behavior.
Market research
Before showing competitive positioning, prove you understand the market. This template structures customer insights, market trends, and opportunity analysis.
Go-to-market strategy (GTM)
After establishing competitive advantage, show how you'll win. This template maps out channels, pricing, and growth tactics that leverage your differentiation.
Investor update
Keep investors engaged post-pitch with structured updates. Track competitive wins and market share gains.
Project status report
For deeper dives, use detailed status reports. Show execution against competitive milestones.
Key takeaway: Professional templates transform good analysis into fundable presentations. Structure and design matter as much as content.
Wrap up
The best competitor analysis shows investors you understand the game and have a plan to win.
Remember: investors don't want to hear you have no competition. They want to see you understand the battlefield and have defensible advantages.
Skip the feature comparison Olympics. Focus on why you'll win where it matters.
Most importantly - test and iterate. Track which insights resonate. Refine based on real investor feedback.
Try it free
Try the competitor analysis template free and see how Ellty helps teams create investor-ready decks in minutes, not hours.
Built-in analytics show you exactly which competitive insights grab investor attention. Perfect your pitch before the big meeting.
Start building your competitive analysis today. Because while you're reading this, your competition is already pitching.
