{
  "docId": "019de071-b8d3-7678-b969-762b20748dcc",
  "docSlug": "1b51ab9a02be6bed10e1cdb4eb618257",
  "documentTitle": "Blue Apron | Results Presentation Deck | 18 slides",
  "authorId": "blue-apron",
  "authorName": "Blue Apron",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2021-11-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 10,
  "pageCount": 18,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "kpi_overview",
  "function": "analyze_data",
  "density": "dense",
  "nDataPoints": 24,
  "notes": "The slide compares revenue/customer trends on the left and marketing spend trends on the right.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de071-b8d3-7678-b969-762b20748dcc/10",
  "deckHref": "/decks/019de071-b8d3-7678-b969-762b20748dcc",
  "deckJsonHref": "/decks/019de071-b8d3-7678-b969-762b20748dcc.json",
  "deckAnchorHref": "/decks/019de071-b8d3-7678-b969-762b20748dcc#slide-10",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.385,
        "x": 0.55,
        "y": 0.245
      },
      "kind": "chart",
      "text": "Marketing spend ($M) and % of Net Revenue trend",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "49ee7564-ac4d-4fed-b2df-bd301b487c68",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.65,
        "w": 0.385,
        "x": 0.115,
        "y": 0.245
      },
      "kind": "chart",
      "text": "Net Revenue and Customers (thousands) trend",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7f7abfde-fb44-4b6d-b5b3-90b2e8d7c77d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.18,
        "x": 0.65,
        "y": 0.285
      },
      "kind": "metric",
      "text": "13.5%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9a5e7006-8f95-4d12-8159-d0e07e4a64af",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.27,
        "x": 0.17,
        "y": 0.285
      },
      "kind": "metric",
      "text": "$109.7 Million",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c3b1f1b8-6ad1-4053-8453-c49f487434b4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.095,
        "w": 0.904,
        "x": 0.048,
        "y": 0.125
      },
      "kind": "subtitle",
      "text": "Net revenue declined year over year as the Q3'20 period benefited from the highest levels of demand during the pandemic; marketing investments returned to more normal levels following a pullback in Q3'20 to manage fulfillment center capacity during the pandemic",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "531fb165-381b-47f7-b8eb-8ac9829d9da7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.045,
        "w": 0.388,
        "x": 0.048,
        "y": 0.065
      },
      "kind": "title",
      "text": "Third Quarter Performance",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "470b1014-dec2-4129-bffc-f863da88080a",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 10,
      "from": 5,
      "beatId": "5c93c2ec-0778-4e6b-b019-5722f1dc0b52",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Need",
      "beatSlug": "monroes-sequence-need",
      "evidence": "The deck presents financial highlights and performance metrics",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    },
    {
      "to": 13,
      "from": 10,
      "beatId": "8948e1ad-c553-432a-b36d-91fe8e45db69",
      "arcName": "Monroe's Motivated Sequence",
      "arcSlug": "monroes-sequence",
      "beatName": "Satisfaction",
      "beatSlug": "monroes-sequence-satisfaction",
      "evidence": "The deck provides additional financial performance metrics",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 10,
      "from": 5,
      "name": "Logic Chain",
      "slug": "01-logic-chain",
      "bestFor": "Skeptical audiences, controversial recommendations, rigorous analysis",
      "matchId": "277ac693-e1cd-4b15-a44f-6d46e547c1d2",
      "evidence": "The deck presents a series of financial metrics and performance indicators",
      "position": 0,
      "objective": "What are the company's financial highlights?",
      "structure": "Premise 1 (Accepted truth) -> Premise 2 (Observed fact) -> Therefore... (Inevitable conclusion)",
      "confidence": 0.8,
      "description": "Build an airtight chain of logic where each premise leads inevitably to the conclusion"
    },
    {
      "to": 13,
      "from": 6,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "d3247e1c-d79f-4b38-8fba-1894b026ba90",
      "evidence": "The deck implies that not addressing the challenges will negatively impact the company's performance",
      "position": 1,
      "objective": "What are the implications of not addressing the company's challenges?",
      "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
}