{
  "docId": "019dd923-5f6a-713a-9a82-7384da5a7f83",
  "docSlug": "mVOdpmmeTIxfJ40fzJNt",
  "documentTitle": "Read the 15-slide pitch deck that helped Babylist nab a $40 million Series C from investors such as Norwest Venture Partners and Jay-Z's Marcy Venture Partners",
  "authorId": "Pitchdecks",
  "authorName": "Babylist",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.773,
  "pageNumber": 11,
  "pageCount": 15,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "why_now",
  "function": "argue_timing",
  "density": "dense",
  "nDataPoints": 1,
  "notes": "Includes a small icon in the top right corner.",
  "elementsJson": [
    "action_title",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5f6a-713a-9a82-7384da5a7f83/11",
  "deckHref": "/decks/019dd923-5f6a-713a-9a82-7384da5a7f83",
  "deckJsonHref": "/decks/019dd923-5f6a-713a-9a82-7384da5a7f83.json",
  "deckAnchorHref": "/decks/019dd923-5f6a-713a-9a82-7384da5a7f83#slide-11",
  "components": [
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.06,
        "y": 0.35
      },
      "kind": "list",
      "text": "PARENTS ARE MORE ENGAGED CONSUMERS: Shopping for a new child is more urgent and personal than almost any other kind of purchase.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "096a666f-ecc3-424f-9ed2-c26d6d78ab5d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.74,
        "y": 0.35
      },
      "kind": "list",
      "text": "NUCLEAR FAMILIES ARE NOT THE ONLY CUSTOMER: Extended families and friends (roommates, colleagues, godparents) form unique communities around each child.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2462e8b7-1704-44b4-aa94-634cc69ba01f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.28,
        "y": 0.35
      },
      "kind": "list",
      "text": "THERE IS BUILT-IN URGENCY: Families and friends all work according to a timeline dictated by biology and custom from announcement to 1st birthday.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "77d7d5e0-4196-458e-9651-9495ac102a52",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.51,
        "y": 0.35
      },
      "kind": "list",
      "text": "PARENTS NEED INFORMATION AND GUIDANCE: Parents and friends are making on average 100 product decisions and willing to change brand preferences.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8c9f05e3-d65c-4aa1-b1b8-85e51bac4834",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.75,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "Our model captures unique consumer behaviors at a transformative time",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dbd50852-be92-43e0-96d3-3d970ea9a9c2",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [],
  "loops": [
    {
      "to": 12,
      "from": 11,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "5f8f8d80-db5b-46b4-a4c3-76fc41a65ae7",
      "evidence": "Slides 11-12 highlight the importance of capturing unique consumer behaviors at a transformative time",
      "position": 1,
      "objective": "Why now?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}