{
  "docId": "019dd923-622c-750b-8b99-721c68819c81",
  "docSlug": "82a42fe61ec9",
  "documentTitle": "e.l.f. Beauty, Inc. (ELF)",
  "authorId": "54_Spruce_Point_Capital",
  "authorName": "Spruce Point Capital Management",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "short_seller",
  "sourceTypeLabel": "Short seller",
  "presentationDate": "2023-11-09 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.3333334,
  "pageNumber": 16,
  "pageCount": 28,
  "prevPage": 15,
  "nextPage": 17,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses screenshots of LinkedIn and Twitter profiles to establish a link between the subject and a controversial organization.",
  "elementsJson": [
    "headline_text",
    "callout_box",
    "screenshot",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622c-750b-8b99-721c68819c81/16",
  "deckHref": "/decks/019dd923-622c-750b-8b99-721c68819c81",
  "deckJsonHref": "/decks/019dd923-622c-750b-8b99-721c68819c81.json",
  "deckAnchorHref": "/decks/019dd923-622c-750b-8b99-721c68819c81#slide-16",
  "components": [
    {
      "bbox": {
        "h": 0.12,
        "w": 0.4,
        "x": 0.55,
        "y": 0.84
      },
      "kind": "callout",
      "text": "Is the CEO of the fast-growing mid-sized ad agency in the USA Mr. Horowtiz of Movers+Shakers?",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "02aa37a8-0292-4c46-ad21-4df5abcf2aee",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.9,
        "x": 0.05,
        "y": 0.17
      },
      "kind": "callout",
      "text": "Brandon Porter, the doctor who lost his medical license in NY for allegedly conducting psychological experiments on women by showing decapitations and murders, continues to support NXIVM and the science of joy on his social media profiles. He also states that he advises the CEO of a mid-sized advertising agency in the USA. Recall, that Mr. Horowitz of Movers+Shakers testified on his behalf during his medical license review. Is Mr. Porter advising Mr. Horowitz?",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0a71ac74-23c0-416e-a268-35633d6a80ac",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.45,
        "x": 0.05,
        "y": 0.36
      },
      "kind": "image",
      "text": "LinkedIn profile screenshot",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b2c6c527-4355-4a78-831d-37f8c5149d68",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.4,
        "x": 0.55,
        "y": 0.36
      },
      "kind": "image",
      "text": "Twitter profile screenshot",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "da0284de-8ab8-4348-bac8-03c6395aa15b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "All life is an experiment. The more experiments you make, the better. — Ralph Waldo Emerson",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd953-14d8-75c0-8c8e-df03adf065f1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.65,
        "x": 0.31,
        "y": 0.08
      },
      "kind": "title",
      "text": "Brandon Porter Continues To Openly Support NXIVM While Advising The CEO of a \"Fast Growing\" Ad Agency",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ecee2622-aec5-44bc-bcc6-0cab27a7bfbd",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "fraud-exposure",
      "slug": null,
      "matchId": "93f8f3b4-a715-4f39-a7b3-4de3bc286fb3",
      "evidence": "Exposing links between a controversial figure and a business entity to suggest reputational risk.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 18,
      "from": 11,
      "beatId": "4ec56834-8bc8-4b0d-8db1-0840988051e7",
      "arcName": "Overcoming the Monster",
      "arcSlug": "overcoming-monster",
      "beatName": "The Struggle",
      "beatSlug": "overcoming-monster-the-struggle",
      "evidence": "Highlighting dependence on retail channel partners and workforce demographics",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 26,
      "from": 5,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "ec04b634-4265-403a-bac6-3c330a34b97e",
      "evidence": "Repeatedly highlighting connections between ELF's marketing partners and NXIVM",
      "position": 0,
      "objective": "Exposing contradictions and problematic connections",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 0.7,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    },
    {
      "to": 28,
      "from": 1,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "906b8199-6870-4f23-b268-c2cf94bad587",
      "evidence": "Presenting a clear and detailed short thesis",
      "position": 1,
      "objective": "Emphasizing the potential downside risk",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}