{
  "docId": "019dd923-5f69-752d-a9b5-51799da86024",
  "docSlug": "DpNSjxwrGVV3KxA5LB9U",
  "documentTitle": "3 brothers used this deck to pitch their healthy energy drink on 'Shark Tank.' 8 months later;; the company was worth $50 million.",
  "authorId": "Pitchdecks",
  "authorName": "Kitu",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.294,
  "pageNumber": 2,
  "pageCount": 23,
  "prevPage": 1,
  "nextPage": 3,
  "slideType": "context",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "Uses a narrative storytelling approach to establish brand origin and mission.",
  "elementsJson": [
    "photo",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5f69-752d-a9b5-51799da86024/2",
  "deckHref": "/decks/019dd923-5f69-752d-a9b5-51799da86024",
  "deckJsonHref": "/decks/019dd923-5f69-752d-a9b5-51799da86024.json",
  "deckAnchorHref": "/decks/019dd923-5f69-752d-a9b5-51799da86024#slide-2",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Originally created by tired college students for tired college students, KITU Life built its consumer following by targeting sales on college and corporate campuses.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-9d66-7639-a083-782fe54a1072",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 1,
        "w": 0.65,
        "x": 0,
        "y": 0
      },
      "kind": "image",
      "text": "Two men walking on a college football field.",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0e9ce4bb-8958-4e70-9c41-5b963525a8c3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.9,
        "w": 0.28,
        "x": 0.7,
        "y": 0.05
      },
      "kind": "list",
      "text": "Founded by three-brothers, each a collegiate student-athlete, when their Youngest Brother, Jordan, was falling asleep in class after 5am basketball practice. Tired of unhealthy drinks, he wanted more from his day. Crafted out of necessity, KITU Life is for those who refuse to settle for mainstream coffees and energy drinks loaded with sugar. Our initial product line is better-for-you bottled coffees, with other product like Super Creamer and Super Espresso hitting shelves in 2019. Originally created by tired college students for tired college students, KITU Life built its consumer following by targeting sales on college and corporate campuses.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8735cd1c-d6f8-4592-a3bf-ab59e84db8fa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.4,
        "w": 0.5,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "title",
      "text": "It all started in our little brother's dorm room.",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5c1a9478-a8b0-4046-a9d8-ee36d7e87ea8",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "heros-journey",
      "slug": null,
      "matchId": "c116ce40-57ff-4a8d-9af6-2e0fc89233c4",
      "evidence": "The slide frames the founders as protagonists solving a relatable problem (the 'tired student' archetype).",
      "confidence": 0.8
    }
  ],
  "arcBeats": [
    {
      "to": 2,
      "from": 2,
      "beatId": "a72d489a-148b-4e4d-aeeb-2f3f3871faa9",
      "arcName": "Rags to Riches",
      "arcSlug": "rags-to-riches",
      "beatName": "Humble Origins",
      "beatSlug": "rags-to-riches-humble-origins",
      "evidence": "The deck starts with a story about the founders' dorm room",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}