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  "documentTitle": "Here's the pitch deck that Holloway used to raise $4.6 million from NEA and the New York Times for its online 'how-to' manual business",
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  "authorName": "Holloway",
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      "text": "HOLLOWAY",
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      "text": "3. Scalable product and process\nWe have conviction around our ability to repeatedly start and launch new topics on a set schedule. Critical roles in editorial and engineering are staffed and capable of significant increases publishing and user growth.",
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      "text": "1. Invite-only alpha product built (now)\nA soft launch for an invite-only alpha that we'll run to:\n• collect feedback on content, content format, & product\n• build early community of contributors\n• generate buzz and demand for a bigger general release",
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      "text": "2. Initial traction per topic\nThe product will work for a handful of topics across at least two sectors (e.g. two topics in “Business” and two topics in “Technology”). Working means:\n• Trust: referral rate.\n• Engagement: retention, and contribution rates.\n• Market Penetration: for all the possible readers on a subject, have we attracted a meaningful percentage?",
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      "text": "MILESTONES",
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      "name": "Cost Of Inaction",
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      "evidence": "The problem statement on page 10 and the final page 23 both emphasize the need for a solution.",
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