{
  "docId": "019dd923-5f69-752d-a9b8-23f14c9f5f8a",
  "docSlug": "T0qSA2kGJBgAlKzWDmeo",
  "documentTitle": "Ethical fashion startup Someone Somewhere has raised $1.7 million to launch in the US. Here's the pitch deck it used to persuade investors;; including a former global VP of Nike and Starbucks.",
  "authorId": "Pitchdecks",
  "authorName": "Someone Somewhere",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 4,
  "pageCount": 13,
  "prevPage": 3,
  "nextPage": 5,
  "slideType": "competitive_analysis",
  "function": "cite_precedent",
  "density": "dense",
  "nDataPoints": 15,
  "notes": "Uses a list of successful D2C brands as a proxy for market validation.",
  "elementsJson": [
    "headline_text",
    "action_title",
    "photo",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5f69-752d-a9b8-23f14c9f5f8a/4",
  "deckHref": "/decks/019dd923-5f69-752d-a9b8-23f14c9f5f8a",
  "deckJsonHref": "/decks/019dd923-5f69-752d-a9b8-23f14c9f5f8a.json",
  "deckAnchorHref": "/decks/019dd923-5f69-752d-a9b8-23f14c9f5f8a#slide-4",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Digitally native brands targeting socially conscious millennials are growing at unprecedented speeds",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-a28f-707d-b91e-af6fdca5c046",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.84,
        "x": 0.08,
        "y": 0.3
      },
      "kind": "image",
      "text": "NAADAM, allbirds, EVERLANE, Reformation, WARBY PARKER",
      "attrs": null,
      "subkind": "logo-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dee244ac-f24e-4eb3-ba01-f0cc5d6393ca",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.84,
        "x": 0.08,
        "y": 0.65
      },
      "kind": "list",
      "text": "LAUNCH: 2013, 2016, 2010, 2010, 2010. $100M/y: 2019, 2019, 2017, 2017, 2015. IMPACT: MONGOLIAN HERDERS, NEW ZEALAND WOOL, RADICAL TRANSPARENCY, SUSTAINABLE FABRICS, ONE FOR ONE",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4529b06f-5a68-4d0d-b849-798a05478a38",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Revenue: $100M/y",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-a28f-707d-b91e-b168e02acd72",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.7,
        "x": 0.15,
        "y": 0.19
      },
      "kind": "paragraph",
      "text": "Digitally native brands targeting socially conscious millennials are growing at unprecedented speeds",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2e1bcd53-4d50-4b00-902c-f698cf8f72ec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.3,
        "x": 0.35,
        "y": 0.07
      },
      "kind": "title",
      "text": "A CLEAR OPPORTUNITY",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "746c4ca8-dbf2-4921-9f37-9aa28227f4d8",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "50570399-95f3-462a-9333-5d646fea4b26",
      "evidence": "Digitally native brands targeting socially conscious millennials",
      "confidence": 0.7
    },
    {
      "name": "Problem Statement Canvas",
      "slug": "problem-statement-canvas",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "457b9b94-6b6e-4411-b071-51c598e658e2",
      "evidence": "Digitally native brands targeting socially conscious millennials are growing at unprecedented speeds",
      "confidence": 0.6
    }
  ],
  "frameworks": [
    {
      "name": "authority-citation",
      "slug": null,
      "matchId": "02ca43ed-5d57-4b3f-a8ec-fba1f4a7f426",
      "evidence": "Uses established successful brands to validate the market opportunity.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}