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  "documentTitle": "Respira raised over $2 million to disrupt the embattled vape industry with a heat-free vaporizer. Here's the pitch deck that made it happen.",
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  "authorName": "Respira Technologies",
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  "notes": "The table uses a PESTLE-like framework (Demographic, Sociocultural, Regulatory, Political/Legal, Technological, Economic, Global).",
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      "kind": "callout",
      "text": "Several key macro-trends, or broad overall environmental movements, have created the need for Respira's proprietary device.",
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      "text": "In summary, the key macro-trends involved in shaping Respira's strategy: Increased growth of and usage by a Millennial client base; Overall societal intolerance of traditional smoking; Continued health awareness by consumers; Anticipated regulatory impacts by FDA; General acceptance and growing legality of Cannabis",
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      "text": "Several key macro-trends, or broad overall environmental movements, have created the need for Respira's proprietary device. The following macro-trends have and will continue to shape the overall industry product offerings, as well as consumer behavior. Respira has paid close attention to these overarching macro trends in their technology development, product design, and anticipated partnerships.",
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      "text": "Macro Category, Macro Trend, Related to the Industry. Demographic, Growth of Millennial Consumer Group, Millennials comprise large % of consumers in this space. Sociocultural, Societal Rejection of Traditional Smoking, Overall distaste by Society for traditional smoking. Sociocultural, Growth of Health Conscious Consumer, Undeniable Conclusions on Toxic Effects of Smoking. Regulatory, Sweeping Reform of New Health Related Products, New Products w. Explosive Growth and Health Risks, generally experience dramatic Reform / FDA to sternly regulate. Policital / Legal, Gradual Acceptance of Cannabis, States are searching for New Business and Tax Revenue (i.e. Cannabis commerce is becoming welcomed). Technological, Consumer Access to Information, Big Tobacco can no longer deceive/cover up harmful constituents in their products. Economic, Disposable Income and Spending Increases, Consumers have more to spend on recreational goods such as Cannabis. Global, Ease of Internaltional Product Offerings, Ease and increase of overall globalization and cross-border product sales",
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      "text": "INDUSTRY TRENDS & MACRO ANALYSIS",
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