For early stage startups, the founding team is primary identifier of future success. Investors need to deeply respect you and your cofounders before they make any investment decisions.
Often times, a business can succeeds even when they are losing market share to thier competition. That’s because even if you can’t get a bigger “piece of the pie” you might be sharing a pie thaf is growing bigger fast!
Investors only exist and stay in business if they make a return on their investment. Likely the money they are investing in you came from a past success where they got a payout. They want to repeat that past success and hope you will give them that next payout. With your well conceived plans, you show them that you have a good financial projections for bringing them that success (including an exit).