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The Premise: Pitching a startup idea or a company to investors using the Pitch Deck.
One slide, in particular, is given the same feedback by a venture capitalist across a bunch of founders: Competition.
Why competitor slides are often less than ideal is because founders are experts of their companies and users (or at least they should be), but often are not experts in their competitors. But they spend the same amount of time structuring this slide as every other slide.
The headline of the competitor slide is how your company has meaningful, defendable differentiation. We sometimes call this the moat, which needs to follow at least three principles:
The first principle is easy. You need to provide how your company is different from everyone else.
Most companies can get this far. This comes primarily in a mix of two flavours:
(1) How our solution is different (unique insight) or
(2) How our execution is different (unfair advantage).
Recommendation: Go beyond the easy step.
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