Competition Slide: Show Alternatives Honestly
‘We have no competitors’ is one of the fastest ways to lose credibility. Your buyers already solve the problem somehow: spreadsheets, an in-house tool, an agency or a large suite. The competition slide shows you know those alternatives and exactly where you win.
What should a competition slide include?
A competition slide should include direct competitors, the status quo (often spreadsheets or manual work), in-house tools, services firms and larger suites that partly cover the problem. Compare them on the criteria buyers actually use, show where you win and where you don’t, and explain why your advantage lasts.
What does an honest competition slide look like?
How do you show defensibility?
Defensibility is why you keep winning once competitors notice you. Pick the one or two advantages you can prove, not every item on this list.
| Advantage | What it means | Proof investors look for |
|---|---|---|
| Proprietary data | Data others can’t easily get | How the data grows and improves the product |
| Workflow embedding | The product sits inside daily work | Usage frequency and how many teams use it |
| Distribution access | A channel competitors lack | Partner deals, win rates through that channel |
| Integrations | Deep links to systems customers rely on | Integration usage and the cost of removing it |
| Domain expertise | Knowledge that took years to build | Founder background and customer results |
| Switching costs | Leaving takes real effort | Retention and expansion over time |
What if competitors can add the same AI features?
Assume large incumbents can add a similar AI feature within months. Your answer should be what they can’t copy quickly: the data you collect, how the product learns from customer corrections, or a workflow they would have to rebuild. This is covered in depth on the AI startup pitch deck page.
Your real competitor is how buyers solve it today.
Show why they switch to you, and why they don’t switch back.
How do you research competitors for the slide?
Start with your sales calls and lost deals: which alternatives did buyers mention, and why did they choose or reject you? Then fill gaps with public pricing pages and reviews. A structured method is in competitor analysis for startups. Keep the slide consistent with your go-to-market slide, and prepare for follow-ups covered in investor questions.
Frequently asked questions
What should a competition slide include?
Direct competitors, the status quo, in-house tools, services firms and suites, compared on criteria buyers use.
Should I say we have no competitors?
No. It suggests you don’t understand the market. Every buyer solves the problem somehow today.
Is a 2x2 competitor matrix a good idea?
It can work if the axes are criteria buyers care about. Avoid axes chosen so that only you sit in the top right.
How do I show my competitive advantage?
Pick one or two advantages and show proof: data, usage, partner win rates, retention or founder expertise.
What is a moat for a SaaS startup?
Something that makes winning easier over time, such as proprietary data, deep integrations, distribution or switching costs.
Should I name competitors on the slide?
Yes, name the main ones. Investors will look them up anyway, and naming them shows you know the market.
What if a big company enters my market?
Explain what you can do that they won’t prioritize or can’t copy quickly, with evidence from customers.