{
  "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": 5,
  "pageCount": 19,
  "prevPage": 4,
  "nextPage": 6,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 4,
  "notes": "The slide uses a pie chart for market share and a bar chart for CAGR comparison.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de074-588d-758e-b5d3-898dbdac1905/5",
  "deckHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905",
  "deckJsonHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905.json",
  "deckAnchorHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905#slide-5",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.4,
        "x": 0.52,
        "y": 0.35
      },
      "kind": "chart",
      "text": "U.S. Markets 2019A – 2025E CAGR: Conventional 1.5%, Clean/Natural 9.3%",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c02d142b-93dc-4d42-a748-051be7f84acb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.45,
        "w": 0.35,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "chart",
      "text": "Total Market Size $130Bn, Clean/Natural $17Bn (13% of Total)",
      "attrs": null,
      "subkind": "pie",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bff0276f-3498-472f-ac00-0d3ec270506c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.9,
        "x": 0.02,
        "y": 0.92
      },
      "kind": "source-note",
      "text": "Source: Company estimates; Third party survey conducted on our behalf in August 2020. Notes: Definitions of Conventional vs Clean/Natural provided.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0c86abfe-06ae-43b3-8eb4-4503d79707fb",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.25,
        "x": 0.15,
        "y": 0.2
      },
      "kind": "title",
      "text": "LARGE TOTAL ADDRESSABLE MARKET",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "2427dc93-8bd6-46de-b83f-37ef6626a795",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.55,
        "y": 0.2
      },
      "kind": "title",
      "text": "CLEAN / NATURAL GROWING 6X FASTER THAN CONVENTIONAL",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9935769b-acaa-460a-b1c6-a472857a50ec",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.68,
        "x": 0.02,
        "y": 0.04
      },
      "kind": "title",
      "text": "CLEAN LIFESTYLE BRAND POSITIONED FOR GROWTH",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e2de552b-2c5c-404e-a0c4-be2ff56cd3fe",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "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"
    }
  ],
  "loops": [
    {
      "to": 9,
      "from": 5,
      "name": "Aha Moment",
      "slug": "03-aha-moment",
      "bestFor": "Data-heavy sections, research findings, analytical arguments",
      "matchId": "4f64d372-9329-40c2-9a9b-eebafb504222",
      "evidence": "The market sizing and unfair advantage slides create an aha moment for investors.",
      "position": 0,
      "objective": "What makes Honest's market positioning unique?",
      "structure": "The Problem/Question -> What the Data Shows -> The Insight",
      "confidence": 0.7,
      "description": "Establish a tension, present data, then deliver the insight that changes everything"
    },
    {
      "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"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}