{
  "docId": "019de06f-c815-749e-b2f2-689caeae0276",
  "docSlug": "eea07f314e24ac05d0f347aca1ee8471",
  "documentTitle": "Etsy | Investor Day Presentation Deck | 264 slides",
  "authorId": "etsy",
  "authorName": "Etsy",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2019-03-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 39,
  "pageCount": 120,
  "prevPage": 38,
  "nextPage": 40,
  "slideType": "thesis_headline",
  "function": "establish_context",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "The slide uses a high-quality background photo to evoke the human element of the brand.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de06f-c815-749e-b2f2-689caeae0276/39",
  "deckHref": "/decks/019de06f-c815-749e-b2f2-689caeae0276",
  "deckJsonHref": "/decks/019de06f-c815-749e-b2f2-689caeae0276.json",
  "deckAnchorHref": "/decks/019de06f-c815-749e-b2f2-689caeae0276#slide-39",
  "components": [
    {
      "bbox": {
        "h": 1,
        "w": 1,
        "x": 0,
        "y": 0
      },
      "kind": "image",
      "text": null,
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "64356557-3775-4056-88df-8063e4814e8d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.2,
        "x": 0.7,
        "y": 0.58
      },
      "kind": "paragraph",
      "text": "Personal touch",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3c46b06a-29c0-40bb-adfa-1acb9583c95e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.2,
        "x": 0.05,
        "y": 0.58
      },
      "kind": "paragraph",
      "text": "Telling the story of the items",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bd22ea6d-17a6-49f9-bccf-2b45c35def6a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.25,
        "x": 0.35,
        "y": 0.58
      },
      "kind": "paragraph",
      "text": "Meaningful interactions between buyers and sellers",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ffd219be-0aad-4094-a548-c5e03adf9995",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.45,
        "x": 0.05,
        "y": 0.13
      },
      "kind": "title",
      "text": "‘Super-human’ shopping experience",
      "attrs": null,
      "subkind": "action-title",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1261aeec-9083-47b3-8fa4-1ed02936998a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.2,
        "x": 0.05,
        "y": 0.08
      },
      "kind": "title",
      "text": "Our Right to Win",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0a2af8e0-fdb6-43c7-b20d-30a901787280",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Audience Definition",
      "slug": "audience-definition",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "38d9b996-179d-40fa-af9f-4fee00ad6e20",
      "evidence": "Meaningful interactions between buyers and sellers",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 40,
      "from": 21,
      "beatId": "65e7c36d-9571-4e03-bd01-c99a3e1f8e56",
      "arcName": "The Golden Circle",
      "arcSlug": "golden-circle",
      "beatName": "What",
      "beatSlug": "golden-circle-what",
      "evidence": "Etsy showcases its unique marketplace and products",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 40,
      "from": 21,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "b46421a0-b39c-4ba9-a8b4-26e3e08296d9",
      "evidence": "Etsy implies that not using its platform would mean missing out on unique products and growth opportunities",
      "position": 1,
      "objective": "Highlight the consequences of not using Etsy",
      "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
}