{
  "docId": "019dd923-5fec-763b-95ce-49cd83fed051",
  "docSlug": "rRjjvlux2jKVeNEfLz4b",
  "documentTitle": "This 15-slide pitch deck persuaded food giant Ecotone to buy an organic soup startup",
  "authorId": "Pitchdecks",
  "authorName": "Little Lunch",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.776,
  "pageNumber": 4,
  "pageCount": 15,
  "prevPage": 3,
  "nextPage": 5,
  "slideType": "context",
  "function": "establish_context",
  "density": "overcrowded",
  "nDataPoints": 0,
  "notes": "The slide uses a combination of narrative text and a list of five core brand pillars.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "photo",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5fec-763b-95ce-49cd83fed051/4",
  "deckHref": "/decks/019dd923-5fec-763b-95ce-49cd83fed051",
  "deckJsonHref": "/decks/019dd923-5fec-763b-95ce-49cd83fed051.json",
  "deckAnchorHref": "/decks/019dd923-5fec-763b-95ce-49cd83fed051#slide-4",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Based on the idea to pull organic products out of the niche market into the mass market we created the Little Lunch organic soup - an high quality organic product which is affordable to mostly anyone.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-d524-7338-90a8-aab223936e69",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.45,
        "x": 0.5,
        "y": 0.18
      },
      "kind": "image",
      "text": "Product imagery of Little Lunch jars and ingredients",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "592bc31f-a6f2-4394-8e67-830673e87d76",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.9,
        "x": 0.05,
        "y": 0.75
      },
      "kind": "list",
      "text": "organic products with great taste, high quality at a affordable price, sustainable packaging and shipping, feedback driven product development, customer care with love",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "03a3dbb4-eba1-4d5b-b385-e302af52edcc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.45,
        "x": 0.04,
        "y": 0.51
      },
      "kind": "paragraph",
      "text": "This year we've entered the market for pasta sauce and meal makers. Looking forward we plan to add a next category to level up our new defined easy to use food with great taste and enjoyment with good conscience.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2fd9f7d1-6d0c-41cc-8bd9-f7a81987550c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.45,
        "x": 0.04,
        "y": 0.19
      },
      "kind": "paragraph",
      "text": "Based on the idea to pull organic products out of the niche market into the mass market we created the Little Lunch organic soup - an high quality organic product which is affordable to mostly anyone.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6b03d424-76fb-4d11-8333-dfd2a2c453bc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.45,
        "x": 0.04,
        "y": 0.33
      },
      "kind": "paragraph",
      "text": "First the customer proposition was simple: feeling better by having the better lunch opportunity to unhealthy junk food. Following our mind set we integrated our customer oriented and sustainable thinking to our product development and enlarged this proposition more and more.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "714fc07f-edb1-479d-aa26-471838a2dcb1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.35,
        "x": 0.04,
        "y": 0.04
      },
      "kind": "title",
      "text": "This is Little Lunch",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0a7e2101-10e9-45b1-8569-5ba0ce1cbf23",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.04,
        "y": 0.11
      },
      "kind": "title",
      "text": "From the idea to a strong brand",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "65a4f1b0-d2a5-4ad5-a0de-27c48eded19c",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "f8efa620-ee2c-43a3-9c5a-8b726fcbd25b",
      "evidence": "customer oriented and sustainable thinking",
      "confidence": 0.7
    },
    {
      "name": "Audience Persona",
      "slug": "audience-persona",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "9f881d76-3401-4405-a176-7f788e0f17c2",
      "evidence": "The Conscious: Housewife, best ager, adult Children, buy only organic products. The Working Mom: Married mother, mid ager, employee, likes to cook for her family. The Single: Outdoor lover, mid ager, employe",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 4,
      "from": 1,
      "beatId": "cb2a151a-7984-4c12-a888-dcfbee134b4a",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": "sparkline-what-is-1",
      "evidence": "The cover, vision, and mission slides introduce the company and its purpose.",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}