Competitor Analysis Deck

About this template

When to use this

A 12-slide deck for comparing two or three competitors on identical criteria ahead of a pricing change, market entry, or roadmap decision. The cover line states that the template runs from market landscape to trend analysis in twelve slides, and the order follows exactly that: landscape, choosing who to compare, feature comparison, head-to-head, KPIs, trend. Each body slide holds three bullets, which forces you down to three comparison axes – a useful constraint. For a scan of ten or more players, use a table-based document instead. The cover only carries two info fields, labelled category and format, so overwrite the “16:9 · editable” line if you need a report date or owning team.

Decide the axes first

The agenda lists six items – market landscape, selecting comparison targets, product feature comparison, us versus the main competitor, key metrics, trend analysis – each numbered “01 / 06” style. Only the first three have a divider-and-body pair; the last three map to single slides 9, 10 and 11. So pick three axes that feed a decision, such as price, core capability and target customer, and drop background facts like headcount or founding year. Fill the same axes for every competitor and mark unknown cells as unverified rather than leaving them blank.

Filling order

1. Slides 3-4, 5-6 and 7-8 are three divider-plus-body sets. Assign one axis to each set so the deck reads like a comparison table; dividers hold only the word SECTION, a number and a title, so keep sentences out of them.
2. Slide 4 is subtitled “draw the board in share order first” and ships with top three hold 68% of the market, we are fourth at 9.4% share, and five new entrants in two years. Fix the ranking and the denominator here.
3. Slide 6 explains why only these companies are compared: three overlapping on price band and customer, one substitute added, and one line of reasoning for each company excluded.
4. Slide 8 counts features – 12 of 14 shared features held, 3 features only company A has, 2 features unique to us. Keep counts plus one line of reading, not feature lists.
5. Slide 9 sets “us” against “company A (share leader)” in three lines each. The defaults show 2.1 versus 1.4 average shipping days and 38% versus 45% repeat purchase rate; deleting the lines where you lose costs you credibility. Keep the price line in the same format on both sides.
6. The four KPI cards on slide 10 read 9.4% share, rank 4, 3 companies compared, and a 29,000 KRW entry subscription. The 9.4% repeats slide 4, so changing only one breaks the deck.
7. The four bars on slide 11 are A 74, B 52, C 38 and us 26, captioned “unit: index”. It is a four-company comparison, not a time series, so share or a price index fits on one slide.
8. The closing slide carries the line about finding a single place to win. That is the conclusion slot: state what you will change, not what you found.

Replacement examples

• Price axis, e.g. entry plan 29,000 KRW per month (A 39,000 / B 19,900); we sit mid-price with A-level features.
• Slide 11 bars, e.g. A 34 / us 21 / B 18 / C 27, caption: share %, Q4 2025, by card payment volume.
• Closing line, e.g. B is absorbing new users at a 19,900 entry price – respond with an annual prepay discount.

Sources and estimates

Most competitor numbers are estimates, so use the empty space at the bottom of each slide for method and date: a figure lifted from a public price list reads differently from one estimated across a few industry interviews. Always state the denominator for share figures and compute them the same way throughout – your value / total market x 100. The slide 11 bars are shapes rather than a chart, so rescale each as value / largest value after editing, and update the “unit: index” caption if the unit changes.

Common mistakes

• Collecting only weaknesses. Leave one genuine strength in the competitor column on slide 9.
• Copying feature lists; counting features never settles anything. Keep the features customers actually use.
• Omitting the collection date, so the deck gets cited six months later when prices have changed.
• Extending the body without touching the agenda – the “01 / 06” counters have to change too.