{
  "docId": "019de074-588d-758e-b5d3-898dbdac1905",
  "docSlug": "8c59b408e3177a47e3836a5380c9f860",
  "documentTitle": "Honest | Investor Presentation Deck | 19 slides",
  "authorId": "honest",
  "authorName": "Honest",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
  "presentationDate": "2023-02-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 11,
  "pageCount": 19,
  "prevPage": 10,
  "nextPage": 12,
  "slideType": "traction",
  "function": "show_traction",
  "density": "dense",
  "nDataPoints": 5,
  "notes": "Includes a pie chart showing 63% sales contribution and a bar chart comparing 2Y CAGR of the baby category vs total MULO.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de074-588d-758e-b5d3-898dbdac1905/11",
  "deckHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905",
  "deckJsonHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905.json",
  "deckAnchorHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905#slide-11",
  "components": [
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      "bbox": {
        "h": 0.35,
        "w": 0.22,
        "x": 0.75,
        "y": 0.44
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      "kind": "chart",
      "text": "2Y CAGR comparison: Baby Category (7%) vs Total MULO (13%)",
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      "subkind": "bar-grouped",
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    {
      "bbox": {
        "h": 0.15,
        "w": 0.15,
        "x": 0.82,
        "y": 0.14
      },
      "kind": "chart",
      "text": "Diapers & Wipes: 63% of 2021 Sales",
      "attrs": null,
      "subkind": "pie",
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      "componentId": "ed923465-7df4-45de-a92c-490d07aeaf0c",
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    {
      "bbox": {
        "h": 0.34,
        "w": 0.21,
        "x": 0.59,
        "y": 0.04
      },
      "kind": "image",
      "text": "Product photos of diapers and wipes",
      "attrs": null,
      "subkind": "photo",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dcb99d19-4019-4ad2-9f42-43ed68eadf40",
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    {
      "bbox": {
        "h": 0.65,
        "w": 0.6,
        "x": 0.02,
        "y": 0.18
      },
      "kind": "list",
      "text": "Clean & Natural Baby Category is only 5% of Total $8bn baby market: Growing 7x greater than conventional (1)\nHonest Baby 2 Year CAGR continues to outgrow category\nSustainable Innovations: Our Clean Conscious Diaper\nOur baby wipes feature a plant-based substrate",
      "attrs": null,
      "subkind": "bullet",
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        "x": 0.02,
        "y": 0.97
      },
      "kind": "source-note",
      "text": "Source: Third Party Data, Calendar year ending 12/26/21",
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      "componentId": "5a6f97be-4eb5-43f0-9ae2-a062f7fd9d98",
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      "bbox": {
        "h": 0.08,
        "w": 0.45,
        "x": 0.02,
        "y": 0.04
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      "kind": "title",
      "text": "DIAPERS AND WIPES OVERVIEW",
      "attrs": null,
      "subkind": "headline",
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      "componentId": "4e849ce3-81e0-44ad-b1d2-b83a56ebc643",
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  "metrics": [],
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  "frameworks": [],
  "arcBeats": [
    {
      "to": 13,
      "from": 5,
      "beatId": "01f5319e-b825-437a-b98a-16b10c4aae78",
      "arcName": "Rags to Riches",
      "arcSlug": "rags-to-riches",
      "beatName": "Rising Success",
      "beatSlug": "rags-to-riches-rising-success",
      "evidence": "Market sizing, unfair advantage, and traction slides indicate the company's growth.",
      "position": 1,
      "confidence": 0.8,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
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  "loops": [
    {
      "to": 19,
      "from": 3,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "5e489ba2-e655-4066-a13b-c49765b76805",
      "evidence": "The golden circle loop is visible throughout the deck, with why (mission), how (in-house R&D), and what (growth and traction).",
      "position": 1,
      "objective": "Why should investors care about Honest's mission?",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.6,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
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  "thumbSrcAlt": null,
  "locked": true
}