{
  "docId": "019dd923-605d-726d-81a3-1fd67353da5b",
  "docSlug": "bi-1b05101d9d7f5788",
  "documentTitle": "Pitch deck: surrogacy startup Nodal raises $4.7 million from Amplo",
  "authorId": "Pitchdecks",
  "authorName": "Nodal",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.773,
  "pageNumber": 2,
  "pageCount": 8,
  "prevPage": 1,
  "nextPage": 3,
  "slideType": "why_now",
  "function": "argue_timing",
  "density": "overcrowded",
  "nDataPoints": 4,
  "notes": "The slide uses a combination of demographic segments and social proof (media clippings) to validate the market.",
  "elementsJson": [
    "action_title",
    "callout_box",
    "photo",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-605d-726d-81a3-1fd67353da5b/2",
  "deckHref": "/decks/019dd923-605d-726d-81a3-1fd67353da5b",
  "deckJsonHref": "/decks/019dd923-605d-726d-81a3-1fd67353da5b.json",
  "deckAnchorHref": "/decks/019dd923-605d-726d-81a3-1fd67353da5b#slide-2",
  "components": [
    {
      "bbox": {
        "h": 0.2,
        "w": 0.3,
        "x": 0.48,
        "y": 0.25
      },
      "kind": "callout",
      "text": "15% of the population struggles with fertility. 2020 brought the lowest birth rate in 100 years.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "325048d1-7d5c-488a-a6b4-15c74b2094af",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.15,
        "x": 0.8,
        "y": 0.25
      },
      "kind": "image",
      "text": "Media coverage from Forbes, NYT, WSJ, Today",
      "attrs": null,
      "subkind": "logo-grid",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d212fc19-ecd0-45e0-909d-1337048d2612",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.4,
        "x": 0.05,
        "y": 0.25
      },
      "kind": "list",
      "text": "Women age 35+ (Age of first-time mothers is climbing); Same-sex Couples (63% plan to start a family); Failed IVF transfers (1 in 6 couples experience infertility); Single parents (Not all parents need co-parents)",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8ccac48d-1d9a-42ee-a9bc-19bb4df23fe6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "fertility struggle rate: 15%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-abea-72ce-ad1a-c9fe52ba33d0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "Elon Musk’s Babies Were Conceived Via IVF And Surrogacy - Is It The Future Of Reproduction? (Forbes)",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-abea-72ce-ad1a-c66ff3ad9d58",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.7,
        "x": 0.15,
        "y": 0.15
      },
      "kind": "title",
      "text": "Surrogacy is a viable option for many, and it's on everyone's mind.",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d73a56d1-ff2e-4377-bd4b-e55f4e11fe30",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.8,
        "x": 0.1,
        "y": 0.08
      },
      "kind": "title",
      "text": "Modern parenthood calls for a different approach to today's global fertility crisis.",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c1415a8d-f7ff-4300-9b98-e5d93c0a3aa3",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "why_now",
      "slug": null,
      "matchId": "a9ccf7b0-a5c9-4f5b-8acf-a3bb3386ea8c",
      "evidence": "The slide combines market pain points with current media trends to justify the timing of the business.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 2,
      "from": 2,
      "name": "Why Now",
      "slug": "15-why-now",
      "bestFor": "Sales pitches, fundraising, requesting immediate budget approval",
      "matchId": "ad9248b2-6cf0-48f6-b638-6e5c2858d591",
      "evidence": "Slide 2 presents the why now argument.",
      "position": 0,
      "objective": "Why now is the right time for Nodal",
      "structure": "The Context (Trends) -> The Trigger Event -> The Window of Opportunity",
      "confidence": 0.8,
      "description": "Create temporal urgency by proving that the window of opportunity is opening or closing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}