{ "docId": "019dd923-622c-750b-8b98-e7fa892a99b5", "docSlug": "6ceec0b99264", "documentTitle": "WD-40 Company (WDFC)", "authorId": "54_Spruce_Point_Capital", "authorName": "Ben Axler", "documentKindSlug": "activist-deck", "documentKindLabel": "Activist deck", "sourceTypeSlug": "short_seller", "sourceTypeLabel": "Short seller", "presentationDate": "2020-04-02 00:00:00", "orientation": "landscape", "aspectRatio": 1.3333334, "pageNumber": 34, "pageCount": 68, "prevPage": 33, "nextPage": 35, "slideType": "testimonial", "function": "illustrate_case", "density": "overcrowded", "nDataPoints": 0, "notes": "Uses a mix of Amazon reviews and primary research quotes to build a case for product superiority.", "elementsJson": [ "headline_text", "paragraph", "screenshot", "callout_box", "photo" ], "metadataConfidence": 1, "imagePath": null, "slideHref": "/slides/019dd923-622c-750b-8b98-e7fa892a99b5/34", "deckHref": "/decks/019dd923-622c-750b-8b98-e7fa892a99b5", "deckJsonHref": "/decks/019dd923-622c-750b-8b98-e7fa892a99b5.json", "deckAnchorHref": "/decks/019dd923-622c-750b-8b98-e7fa892a99b5#slide-34", "components": [ { "bbox": { "h": 0.1, "w": 0.25, "x": 0.65, "y": 0.3 }, "kind": "callout", "text": "The incredible multi-use spray lubricant that's TWICE AS GOOD!", "attrs": null, "subkind": "primary", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "97c77922-fa83-4931-8a0b-393a236399c9", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "callout", "text": "Customers believe the products quality and lasting duration justify speeding a premium price for JB-80", "attrs": null, "subkind": null, "toolName": "Visual emphasis", "toolSlug": "visual-emphasis", "confidence": null, "componentId": "019dd953-0936-7173-ab21-166af87ca044", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.3, "w": 0.1, "x": 0.85, "y": 0.3 }, "kind": "image", "text": "JB-80 product can", "attrs": null, "subkind": "photo", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "abeb01bd-6a7d-435f-80b3-6294a2775688", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.08, "w": 0.9, "x": 0.05, "y": 0.18 }, "kind": "paragraph", "text": "While WD-40 may justify its higher price by its best-in-class product quality, our research suggests this may not be not true. WD-40 may be the most widespread brand name, but it may not be the superior product.", "attrs": null, "subkind": "paragraph", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "da5a7206-6c64-4c06-a7e7-8f3d312db547", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.35, "x": 0.6, "y": 0.75 }, "kind": "quote", "text": "It's like an LED light blub. Higher investment up front but last more than twice as long.", "attrs": null, "subkind": "testimonial", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "0e2acf41-38d6-4255-8903-3e3966a69832", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.4, "x": 0.1, "y": 0.75 }, "kind": "quote", "text": "JB-80 is twice as good. It's teflon based, last twice as long and viscosity is thicker.", "attrs": null, "subkind": "testimonial", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "ccdde7ef-3c30-434e-ad40-c95264640425", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.15, "w": 0.6, "x": 0.05, "y": 0.35 }, "kind": "quote", "text": "This is the best penetrating oil I have ever used... None of them work as good as this stuff.", "attrs": null, "subkind": "testimonial", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "d23e7b4f-5bdd-4183-95b7-793a24c205c6", "frameworkName": null, "frameworkSlug": null }, { "bbox": null, "kind": "quote", "text": "\"The incredible multi-use spray lubricant that's TWICE AS GOOD!\" — Justice Brothers; \"This is the best penetrating oil I have ever used.\" — Amazon Reviewer; \"Friends don't let friends use wd40.\" — Amazon Reviewer; \"JB-80 is twice as good. It's teflon based, last twice as long and viscosity is thicker. It's much better.\" — Hardware Store Owner; \"It's like an LED light blub. Higher investment up front but last more than twice as long.\" — Customer", "attrs": null, "subkind": null, "toolName": "Authority citation", "toolSlug": "authority-citation", "confidence": null, "componentId": "019dd953-0936-7173-ab21-18caab06da57", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.03, "w": 0.2, "x": 0.05, "y": 0.95 }, "kind": "source-note", "text": "Source: Spruce Point research", "attrs": null, "subkind": null, "toolName": null, "toolSlug": null, "confidence": null, "componentId": "b0977243-9277-4b9c-b1a2-977599bca0a0", "frameworkName": null, "frameworkSlug": null }, { "bbox": { "h": 0.1, "w": 0.9, "x": 0.05, "y": 0.05 }, "kind": "title", "text": "WD-40 Is Not The Best: Experts And Customers Claim JB-80 Is The Best On The Market", "attrs": null, "subkind": "headline", "toolName": null, "toolSlug": null, "confidence": null, "componentId": "a2beb001-dcd6-4223-922e-6dee5ee0b9a6", "frameworkName": null, "frameworkSlug": null } ], "metrics": [], "tools": [], "frameworks": [], "arcBeats": [ { "to": 64, "from": 9, "beatId": "5e962958-907a-481e-a341-ae36245a2e9e", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Expose Contradiction", "beatSlug": null, "evidence": "The document spends most of its pages exposing contradictions in WD-40's claims, financials, and operations.", "position": 0, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null }, { "to": 34, "from": 14, "beatId": "7e19016a-1c30-40da-8e17-e72518e075e7", "arcName": "Problem-Agitate-Solution", "arcSlug": "problem-agitate-solution", "beatName": "Villain Critique", "beatSlug": null, "evidence": "The document critiques WD-40's management, industry, and market position, portraying them as weaknesses.", "position": 1, "confidence": 0.8, "parentBeatName": null, "parentBeatSlug": null } ], "loops": [], "imagePathAlt": null, "thumbSrc": null, "thumbSrcAlt": null, "locked": true }