{
  "docId": "019dd923-605c-759f-b6b1-00ecd3112807",
  "docSlug": "bi-fd9757d27cda03df",
  "documentTitle": "The pitch deck Fermat used to raise a $12 million seed round",
  "authorId": "Pitchdecks",
  "authorName": "Fermat",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 2,
  "pageCount": 10,
  "prevPage": 1,
  "nextPage": 3,
  "slideType": "context",
  "function": "establish_context",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": null,
  "elementsJson": [
    "action_title",
    "logo_grid",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-605c-759f-b6b1-00ecd3112807/2",
  "deckHref": "/decks/019dd923-605c-759f-b6b1-00ecd3112807",
  "deckJsonHref": "/decks/019dd923-605c-759f-b6b1-00ecd3112807.json",
  "deckAnchorHref": "/decks/019dd923-605c-759f-b6b1-00ecd3112807#slide-2",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "And hundreds of others all grew thanks to the power of distribution on the web",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-d05f-7763-a0e8-1b00849a9908",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.6,
        "x": 0.2,
        "y": 0.4
      },
      "kind": "image",
      "text": "Warby Parker, Away, Glossier, Caraway, Bala, Alo",
      "attrs": null,
      "subkind": "logo-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2920be03-2f24-4a27-bc66-e51776645087",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.6,
        "x": 0.2,
        "y": 0.8
      },
      "kind": "paragraph",
      "text": "And hundreds of others all grew thanks to the power of distribution on the web",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f428c3ba-69dc-447e-b6ae-391e9d5418e6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.8,
        "x": 0.1,
        "y": 0.08
      },
      "kind": "title",
      "text": "DTC brands we love were created in the last decade thanks to online advertising that was highly effective",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3ecdd67e-f5cf-4e91-8939-4e21e255e3eb",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 3,
      "from": 2,
      "beatId": "1bf52668-111e-4ea5-8cf8-a40b5723bb2d",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Problem",
      "beatSlug": "problem-agitate-solution-problem-identify-pain",
      "evidence": "Slides 2-3 present the problem and complication",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [
    {
      "to": 3,
      "from": 2,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "92cc53cd-fccc-4c03-9618-badcbe01814c",
      "evidence": "Slides 2-3 present the complication of increasing customer acquisition costs",
      "position": 0,
      "objective": "Highlight the increasing customer acquisition costs",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.7,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}