{
  "docId": "019de072-1f6e-7109-8d50-4e45b3936efe",
  "docSlug": "033864d6d616563cf5318ae3626e6da2",
  "documentTitle": "Blackwells Capital | Activist Presentation Deck | 65 slides",
  "authorId": "blackwells-capital",
  "authorName": "Blackwells Capital",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2022-02-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 27,
  "pageCount": 65,
  "prevPage": 26,
  "nextPage": 28,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses media clippings as evidence of strategic vacillation.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de072-1f6e-7109-8d50-4e45b3936efe/27",
  "deckHref": "/decks/019de072-1f6e-7109-8d50-4e45b3936efe",
  "deckJsonHref": "/decks/019de072-1f6e-7109-8d50-4e45b3936efe.json",
  "deckAnchorHref": "/decks/019de072-1f6e-7109-8d50-4e45b3936efe#slide-27",
  "components": [
    {
      "bbox": {
        "h": 0.3,
        "w": 0.28,
        "x": 0.22,
        "y": 0.61
      },
      "kind": "image",
      "text": "CNBC article screenshot from August 26, 2021",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a677e00a-354d-4a01-8df6-bc228b3bfdd3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.28,
        "x": 0.52,
        "y": 0.61
      },
      "kind": "image",
      "text": "WSJ article screenshot from January 18, 2022",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "fdb77393-c57f-49dc-b955-b11f9a9ae17c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.64,
        "x": 0.18,
        "y": 0.43
      },
      "kind": "paragraph",
      "text": "Management does not have a well-informed pricing strategy and continues to vacillate on pricing strategy, confusing the market and harming shareholders",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f8730eb3-4b63-4164-9972-53353a3ed03f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.52,
        "x": 0.24,
        "y": 0.17
      },
      "kind": "quote",
      "text": "“What’s the optimal price point, $1000?” “I don’t know.” – John Foley",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f266d1ba-005c-4283-a6a4-e043609ed7bf",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.66,
        "x": 0.17,
        "y": 0.96
      },
      "kind": "source-note",
      "text": "1. Interview question to Mr. Foley regarding pricing: “Peloton CEO John Foley Talks Cheaper Bikes and Making the Most of Staying Home”, Time Magazine, May 26, 2020.",
      "attrs": {
        "numbered": true
      },
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6cde4bc0-1a68-4ca8-a6f9-16d97e8915ac",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.78,
        "x": 0.11,
        "y": 0.05
      },
      "kind": "title",
      "text": "POOR DECISION MAKING: INCONSISTENT GO-TO-MARKET STRATEGY",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8de19e4e-d135-496c-95fe-2d4d7d5c80b5",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "ceo-quote-contradiction",
      "slug": null,
      "matchId": "f29822a7-bd1d-413a-933d-773b97229ac2",
      "evidence": "Contrasting CEO uncertainty with conflicting strategic actions.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 42,
      "from": 19,
      "beatId": "032700d1-39ca-47e2-b745-967b218a7c48",
      "arcName": "Overcoming the Monster",
      "arcSlug": "overcoming-monster",
      "beatName": "The Monster",
      "beatSlug": "overcoming-monster-the-monster",
      "evidence": "Detailed critique of Peloton's management and governance",
      "position": 0,
      "confidence": 0.8,
      "parentBeatName": "Hook",
      "parentBeatSlug": "hook"
    }
  ],
  "loops": [
    {
      "to": 42,
      "from": 19,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "185c56de-e71c-4a76-a6d3-1f3e7c22e550",
      "evidence": "Multiple examples of Peloton's underperformance",
      "position": 0,
      "objective": "To demonstrate Peloton's poor performance",
      "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": 65,
      "from": 1,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "74a923c7-9706-414c-a2cd-ac4acf730c75",
      "evidence": "The document presents a clear and detailed critique of Peloton's management and governance",
      "position": 1,
      "objective": "To present a clear call to action",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}