{
  "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": 7,
  "pageCount": 19,
  "prevPage": 6,
  "nextPage": 8,
  "slideType": "traction",
  "function": "show_traction",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "The slide uses a consistent three-column layout to present growth data for three distinct KPIs.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de074-588d-758e-b5d3-898dbdac1905/7",
  "deckHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905",
  "deckJsonHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905.json",
  "deckAnchorHref": "/decks/019de074-588d-758e-b5d3-898dbdac1905#slide-7",
  "components": [
    {
      "bbox": {
        "h": 0.4,
        "w": 0.28,
        "x": 0.36,
        "y": 0.4
      },
      "kind": "chart",
      "text": "Household Penetration chart showing growth from 3% to 5%",
      "attrs": null,
      "subkind": "bar-vertical",
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      "componentId": "07640346-768d-4977-9536-75e976f0b623",
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        "h": 0.4,
        "w": 0.28,
        "x": 0.67,
        "y": 0.4
      },
      "kind": "chart",
      "text": "ACV chart showing growth from 22% to 49%",
      "attrs": null,
      "subkind": "bar-vertical",
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      "confidence": null,
      "componentId": "8327dd21-0e27-4dc4-a294-1a67c88c9829",
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        "h": 0.4,
        "w": 0.28,
        "x": 0.05,
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      },
      "kind": "chart",
      "text": "Brand Awareness chart showing growth from 25% to 29%",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8b919ede-1397-4c67-8229-db7e4be89908",
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      "kind": "list",
      "text": "Brand Awareness: Among diaper users, current unaided brand awareness increased to 29% (up from 25% in Q1 2021) (1)\nHousehold Penetration: Increased to 5% in FY 2021, an increase of 2.7M new households over the last two years (2)\nACV: Represents significant opportunity with 49% today up from 22% in 2018 (1)",
      "attrs": null,
      "subkind": "bullet",
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      "componentId": "216e288e-39e8-4fef-b3b0-a4781eb14241",
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    {
      "bbox": {
        "h": 0.03,
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        "x": 0.05,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: 1. Third Party Consumer Data as of 2/1/2022 2. Third Party Data as of 12/31/2021",
      "attrs": null,
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        "w": 0.8,
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      },
      "kind": "title",
      "text": "GROWING AWARENESS, HOUSEHOLD PENETRATION AND ACV",
      "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"
    }
  ],
  "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
}