{
  "docId": "019dd923-5eff-723e-9be8-0800c3733053",
  "docSlug": "814a48c969e23d9d",
  "documentTitle": "2024 Annual Report",
  "authorId": "easyJet",
  "authorName": "easyJet",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.414,
  "pageNumber": 18,
  "pageCount": 212,
  "prevPage": 17,
  "nextPage": 19,
  "slideType": "case_study",
  "function": "illustrate_case",
  "density": "overcrowded",
  "nDataPoints": 10,
  "notes": "Includes a specific case study on Costa Coffee partnership and in-flight retail performance.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "bullet_list",
    "callout_box",
    "photo",
    "big_number"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5eff-723e-9be8-0800c3733053/18",
  "deckHref": "/decks/019dd923-5eff-723e-9be8-0800c3733053",
  "deckJsonHref": "/decks/019dd923-5eff-723e-9be8-0800c3733053.json",
  "deckAnchorHref": "/decks/019dd923-5eff-723e-9be8-0800c3733053#slide-18",
  "components": [
    {
      "bbox": {
        "h": 0.3,
        "w": 0.3,
        "x": 0.66,
        "y": 0.14
      },
      "kind": "callout",
      "text": "Case Study: Shop it like it's hot. Cabin bags and leisure bundles deliver incremental revenue. Costa Coffee launched across network.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "27f7f26b-9e77-4d66-8596-cc2429a273bd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.17,
        "x": 0.03,
        "y": 0.33
      },
      "kind": "callout",
      "text": "Spend per seat on in-flight retail has increased by 12.2% to £2.38 and profit per seat by 13% to £0.68. We are planning to deliver over £1 profit before tax per seat over the medium term.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2e1da125-54ec-48b2-bd66-45149396fabd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "callout",
      "text": "Spend per seat on in-flight retail has increased by 12.2% to £2.38 and profit per seat by 13% to £0.68.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-8811-710f-9115-674c0129c548",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.38,
        "w": 0.33,
        "x": 0.03,
        "y": 0.55
      },
      "kind": "image",
      "text": "Flight attendant serving passengers",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2156101e-0dd3-48ee-bbe4-cf793c0e1119",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.75,
        "w": 0.28,
        "x": 0.36,
        "y": 0.14
      },
      "kind": "list",
      "text": "Progress in 2024: 13% increase in ancillary revenue, 30% of airline revenue from ancillary products. In-flight retail spend per seat up 12.2% to £2.38. easyJet holidays generated £190 million profit.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "35bfe133-6d52-4992-a677-8175392e1ee5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.15,
        "x": 0.82,
        "y": 0.82
      },
      "kind": "list",
      "text": "Relevant Risk Themes: Technology, Macroeconomic and geopolitical",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4820793a-42c0-427e-a6e5-41c18ccb10fa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.75,
        "w": 0.28,
        "x": 0.66,
        "y": 0.14
      },
      "kind": "list",
      "text": "FY25 Initiatives: 25% year-on-year growth in holidays, target £250m profit before tax. Increase UK market share to 10%. Introduce closed-loop wi-fi and pre-order capability.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6b779583-40a2-441e-9058-8cfc4ea24b44",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.14,
        "x": 0.82,
        "y": 0.52
      },
      "kind": "metric",
      "text": "In-flight retail profit per seat £0.68",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0eda1aa0-0699-47ad-b4f0-56e7aa85c31e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "profit per seat: £0.68",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-8811-710f-9115-6ada44f228ff",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.28,
        "x": 0.03,
        "y": 0.14
      },
      "kind": "paragraph",
      "text": "Continuing to develop and build on our recent revenue performance is a key element of our strategy. We are transforming our ability to develop new ancillary revenue products for our customers based on their specific needs.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "017c9ffc-4f81-41ce-9c69-d44fbf79ac67",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.3,
        "x": 0.03,
        "y": 0.09
      },
      "kind": "title",
      "text": "Our strategy in action (continued) - Transforming revenue (continued)",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b8f04e3c-4129-4b6d-a3a7-efd15a30e439",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 20,
      "from": 11,
      "beatId": "1f293b0c-4ae1-4108-b54a-e20e178134b5",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Satisfaction",
      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "The document showcases easyJet's strategy and achievements in delivering low-cost travel and sustainability",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 20,
      "from": 11,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "47696c50-138a-4246-996e-4b61c685f9f3",
      "evidence": "The document presents easyJet's purpose framework and strategy in action",
      "position": 0,
      "objective": "Highlighting easyJet's unique value proposition",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 0.7,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}