Nowadays many businesses work up a competitive matrix showing how different competitors stack up according to significant factors. Compare your product or service in the light of those factors of competition. How do you stack up against the others? This is a good place to include the competitive matrix showing. Here is an example:

For the record, I’ve seen dozens of competitive matrices in plans and pitches and yet I’ve never seen a single one that didn’t show that this company does more of what the market wants than all others. So maybe that tells you something about credibility and how to increase it. Still, the ones I see are all in the context of seeking investment, so maybe that’s the nature of the game.