{
  "docId": "019dd923-5f69-752d-a9bb-250ff9200edb",
  "docSlug": "jKX63LL75bYgnI79hWBw",
  "documentTitle": "Here's the investor deck that $800 million startup Carta used to raise $150 million in venture capital",
  "authorId": "Pitchdecks",
  "authorName": "Carta",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 22,
  "pageCount": 23,
  "prevPage": 21,
  "nextPage": 23,
  "slideType": "analogy",
  "function": "inspire_vision",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses a historical comparison to establish the company's long-term value proposition.",
  "elementsJson": [
    "headline_text",
    "callout_box",
    "photo",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5f69-752d-a9bb-250ff9200edb/22",
  "deckHref": "/decks/019dd923-5f69-752d-a9bb-250ff9200edb",
  "deckJsonHref": "/decks/019dd923-5f69-752d-a9bb-250ff9200edb.json",
  "deckAnchorHref": "/decks/019dd923-5f69-752d-a9bb-250ff9200edb#slide-22",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Our software forms the electronic cables that will endure for the next century",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-d066-720a-9be6-4613dc3e2f4d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.35,
        "x": 0.55,
        "y": 0.3
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e38bad10-f8f7-418d-92b6-a00799ff84dd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.25,
        "x": 0.15,
        "y": 0.28
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "logo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f2bfbcf1-4e4b-4bff-8299-12cfe701e7e3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.35,
        "x": 0.55,
        "y": 0.7
      },
      "kind": "paragraph",
      "text": "Our software forms the electronic cables that will endure for the next century",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "00bf7c95-7e7a-419b-9adb-ca3fa06420fb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.3,
        "x": 0.12,
        "y": 0.7
      },
      "kind": "paragraph",
      "text": "Phones have changed but we use the same cables Bell Labs laid a century ago.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "31aa7d98-2015-4b7d-a45a-5488e167918f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.1
      },
      "kind": "title",
      "text": "Think of us as a utility company. We lay financial cables",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5a87d2ae-6bb6-44c4-a54c-e4258b8551d6",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "argument-from-analogy",
      "slug": null,
      "matchId": "a377ba06-2076-4621-bc86-25e78ccdbc76",
      "evidence": "Compares modern software infrastructure to historical utility/telecom infrastructure.",
      "confidence": 1
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 22,
      "from": 20,
      "name": "Analogy",
      "slug": "08-analogy",
      "bestFor": "Complex concepts, new markets, technical explanations for non-experts",
      "matchId": "0c0bb268-5293-4aa0-a603-a122872ced0e",
      "evidence": "The analogy to a utility company is presented on pages 20 and 22.",
      "position": 1,
      "objective": "How does Carta's solution compare to existing utilities?",
      "structure": "The Familiar Domain -> Key Parallel -> Applied to Our Situation -> Insight",
      "confidence": 0.6,
      "description": "Explain the unfamiliar through a well-understood parallel domain"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}