How to build a competitor analysis for your pitch deck
A competitor slide has about a minute of an investor's attention. This guide covers how to choose who goes on it, what to compare, and how to back it up.
Choose the right competitors
A competitor analysis for a pitch deck starts with a list, and most weak slides fail at this step. Founders either pick only companies that look worse than theirs or claim there are no competitors. Investors read both as a lack of homework.
A useful list covers three groups. Direct competitors solve the same problem for the same buyer. Indirect competitors solve it differently, such as a service, a manual process, or an adjacent product. The status quo is what buyers do today if they buy nothing, and it is often your strongest competitor.
Keep the slide to a handful of names. A longer list belongs in the appendix or the supporting analysis.
Write one sentence for each name explaining why it is on the list. If you cannot say why a company is a real alternative for your buyer, it probably does not belong. If you can, that sentence will also be your answer when an investor asks.
Compare on dimensions buyers care about
Choose comparison dimensions by asking what a buyer weighs when deciding. Features that only an engineer would notice rarely belong on the slide unless they change an outcome the buyer cares about.
Typical dimensions include the problem solved and for whom, the core capabilities that matter to the purchase, price and pricing model, how the product is sold and supported, and any requirement that limits who can buy, such as compliance needs or integration effort. For hardware, unit cost, installation, and service model often matter as much as features.
Use the same dimensions for every company, and mark where you are weaker. A comparison where you win every row is not credible. Consider adding a column for the status quo as well, since that is what you are really displacing.
Draw a positioning matrix that holds up
The two-by-two positioning matrix is common because it is easy to read. Its weakness is that the axes are often chosen to flatter the company. Pick two axes that buyers actually trade off, such as price against capability, or breadth against depth, and place every competitor using evidence you can name.
Be ready to say why each company sits where it does. If a placement rests on a judgment call, say so in the notes. An investor who disagrees with one placement will accept it more readily if the reasoning is written down than if it appears to be arbitrary.
What investors poke at
Expect questions in a few predictable places. Why would a buyer switch from what they use today? What stops a larger company from copying you? Where is the evidence that buyers care about the dimension you chose? Which competitor worries you most, and why?
Investors also check for omissions. If they know of a company that is missing from your slide, the conversation moves from your product to your research. It helps to have a short, honest answer for the competitors you left out.
The claims on the slide should be traceable. A price that can be checked on a public page is stronger than a price you recall from a sales call.
Sourcing public pricing and features
Most of what you need is public. Company websites and pricing pages show plans and list prices. Product documentation, help centers, and datasheets show what the product does. Regulatory databases, job postings, press releases, and funding announcements give signals about direction. Customer reviews show what buyers value and complain about.
Record the source and the date for each fact, because pages change. Where a price is not published, say so rather than guessing. If you estimate, label the figure as an estimate and write down the basis. For a related method, see our guide to medical device competitive landscapes.
Keeping it current
A competitor slide goes stale quickly. Pricing changes, products launch, and companies raise money or shut down. Review the analysis before every investor meeting and again after any notable competitor announcement. Keeping the source log from the first build makes each update quicker.
ZKK offers a few options if you would like help. A Competitor Matrix ($250) compares up to three relevant competitors across buyer-relevant dimensions such as features, positioning, public pricing, and relative strengths. A Pitch Deck Review ($250) is a recorded review of your existing deck, focused on market claims, competitive framing, and research gaps, delivered with written notes. Teams preparing for a raise can look at the Investor Readiness Bundle ($3,199), which combines Growth market research, Patent Landscape Research, and a Pitch Deck Review. Our work is business and market research, not investment advice. Please consult a qualified professional for that.
The services page has the full detail, and you can book a discovery call to talk through what your deck needs.
Common questions
How many competitors should be on a pitch deck slide?
What if I have no direct competitors?
What does the ZKK Competitor Matrix cost?
Does ZKK give investment advice on the deck?
Related
Want a second set of eyes on your competitor slide?
A Competitor Matrix and a Pitch Deck Review are $250 each. Book a discovery call to see what fits.