{
  "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": 12,
  "pageCount": 19,
  "prevPage": 11,
  "nextPage": 13,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 10,
  "notes": "Uses a combination of pie chart for market share, bar chart for CAGR comparison, and grouped bar charts for category growth rates.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de074-588d-758e-b5d3-898dbdac1905/12",
  "deckHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905",
  "deckJsonHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905.json",
  "deckAnchorHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905#slide-12",
  "components": [
    {
      "bbox": {
        "h": 0.6,
        "w": 0.4,
        "x": 0.55,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Growth rates by category: Conventional vs Natural for Diapers, Wipes, and Personal Care",
      "attrs": null,
      "subkind": "bar-grouped",
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    {
      "bbox": {
        "h": 0.3,
        "w": 0.4,
        "x": 0.05,
        "y": 0.55
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      "kind": "chart",
      "text": "CAGR comparison: Conventional 2.6% vs Natural 17.2%",
      "attrs": null,
      "subkind": "bar-vertical",
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      "componentId": "36160e61-cd5d-496c-9ba9-6d7d06d476a3",
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      "bbox": {
        "h": 0.25,
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      "kind": "chart",
      "text": "2021 Total Market Size $8Bn vs Clean/Natural $358M",
      "attrs": null,
      "subkind": "pie",
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      "componentId": "780c842c-847c-4970-8019-25409c680379",
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    {
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        "h": 0.03,
        "w": 0.3,
        "x": 0.55,
        "y": 0.95
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      "kind": "source-note",
      "text": "Source: Third Party Data, Calendar year ending 12/26/21",
      "attrs": null,
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      "toolName": null,
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      "componentId": "2c1e6ba4-4696-4e0b-88c0-70f7f65e32de",
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        "w": 0.3,
        "x": 0.02,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: Company estimates; Third Party Data, last 12 weeks ending 12/26/21",
      "attrs": null,
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      "confidence": null,
      "componentId": "39a68d06-4181-48e5-96e9-2da6dcc6445b",
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        "h": 0.08,
        "w": 0.9,
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      },
      "kind": "title",
      "text": "DIAPERS & WIPES WELL POSITIONED IN GROWING NATURAL BABY CATEGORY",
      "attrs": null,
      "subkind": "headline",
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  "metrics": [],
  "tools": [],
  "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
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