This may sound silly right? You of course created your company because your Unique Selling Proposition is unique. You want to take the whole market and make millions! Well I hate to shatter all your dreams but there will inevitably be someone else in your market doing a similar thing.
The important things which will make your startup stand out is knowing what you are doing differently to the others. Also knowing why this makes your company the more attractive for customers and investors alike.
Your USP is one of the most important things. It should be near the front, if not the front of your deck. It should be one of the first things that comes out of your mouth during a verbal presentation. It is worth practicing and getting right!