{
  "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": 17,
  "pageCount": 28,
  "prevPage": 16,
  "nextPage": 18,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "sparse",
  "nDataPoints": 3,
  "notes": "The slide uses screenshots of LinkedIn posts to establish a connection between the subject and the company being analyzed.",
  "elementsJson": [
    "headline_text",
    "callout_box",
    "screenshot"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622c-750b-8b99-721c68819c81/17",
  "deckHref": "/decks/019dd923-622c-750b-8b99-721c68819c81",
  "deckJsonHref": "/decks/019dd923-622c-750b-8b99-721c68819c81.json",
  "deckAnchorHref": "/decks/019dd923-622c-750b-8b99-721c68819c81#slide-17",
  "components": [
    {
      "bbox": {
        "h": 0.07,
        "w": 0.96,
        "x": 0.02,
        "y": 0.17
      },
      "kind": "callout",
      "text": "Brandon Porter, whose social media profile says he advises the CEO of a mid-sized advertising agency in the USA, frequently likes posts by Mr. Horowitz of Movers+Shakers. Specifically, he also likes posts related to ELF Beauty.",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dfc20a6d-35b7-40cc-96a5-bc49a92a3f87",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.58,
        "w": 0.94,
        "x": 0.03,
        "y": 0.33
      },
      "kind": "image",
      "text": "Three LinkedIn post screenshots showing Brandon Porter liking content from Evan Horowitz and E.L.F. Beauty.",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5fc58fa7-d003-46d0-9ea7-0c62f8d29e68",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.08,
        "x": 0.02,
        "y": 0.97
      },
      "kind": "source-note",
      "text": "Source: LinkedIn",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "109af8b1-12a2-4e7d-af6e-a8f44a9543c9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.67,
        "x": 0.31,
        "y": 0.03
      },
      "kind": "title",
      "text": "Brandon Porter Frequently “Likes” ELF Beauty And Mr. Horowitz Of Movers+Shakers On Social Media",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ab89158f-5b9b-4943-9850-3b749c47d7d7",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "fraud-exposure",
      "slug": null,
      "matchId": "28e93451-e197-416e-8e73-f8f2296e32f6",
      "evidence": "The slide attempts to expose a hidden relationship or conflict of interest to undermine the credibility of a target.",
      "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
}