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  "documentTitle": "Read the 18-page pitch deck for health tracker startup Paceline",
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  "authorName": "Paceline",
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  "notes": "Uses social proof (Instagram screenshots) to validate product-market fit.",
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      "text": "Amazon, Apple, Athleta, Lululemon, Starbucks, Whole Foods",
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      "kind": "image",
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      "kind": "list",
      "text": "Early adopters are female, 25-35 years old (22m in the US)\n50% of users hitting multi-week streaks of physical activity\nAre active enthusiasts who spend $3,000 a month on their cards, and ~$800 a month on health and wellness\nIn app 5+ times a week\n37% open rate on Paceline emails to all users\nLaura referred 104 friends, Alec referred 456\nBrands they love:",
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      "text": "referrals: 456",
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      "kind": "paragraph",
      "text": "Alec – Newport Beach, CA\n32, HIIT and Running",
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      "kind": "title",
      "text": "Customers LOVE the Product, and Tell All Their Friends",
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      "evidence": "Customer testimonials on page 9 show voice of customer",
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