Competitive slide in the pitch deck: What often goes wrong – and how to do it right

In many pitch decks, the competition slide is one of the least convincing. Some founders use it merely as a mandatory exercise, others even omit it entirely or claim they have no competition. This is a warning sign for investors. Every market has competitors, be it other startups, established companies, or simply existing processes.

A good competitive slide is more than just an overview. It shows how well the founders understand their market and what strategic position they occupy within it.

Some founders fear that investors might see competitors as a threat. But the opposite is true. Competition proves that there's a market where money can be made. If competitors have already convinced investors, that's a positive sign: Other investors also believe in the potential.