The lesson
Name your toughest competitor as something the buyer can feel, like a season, and the rival list stops being the story.
The move
A deck rebuilt by Pitch Unfairly from a 1978 business plan. The competition slide is headed "Our toughest competitor isn't another shop. It's January." A tilted calendar card reads "Walk-ins: brrr", and three plain lines sit beside it: supermarket half-gallons, other desserts downtown, doing nothing.
Why it works
- Our readPutting "Doing nothing" in the list beside real rivals names inertia as a competitor alongside the shops.
- Our readThe joke carries the point: "brrr" is a memorable stand-in for the risk the shop has to beat.
- Our readSeveral slides pair a short headline ending in one colored phrase with one illustrated card, such as the Yes/None/Yes scorecard on the problem slide.
What not to copy
Don't copy the ice cream jokes or the retro palette. Keep the pattern: one honest, unglamorous obstacle named in the headline, with a single picture beside it.
