{
 "company": "canva",
 "as_of": "2026-10-04",
 "choices": [
  {
   "id": "canva-p01",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Browser delivery",
   "statement": "Canva pursued online design rather than a desktop-only workflow.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "CA1"
   ]
  },
  {
   "id": "canva-p02",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Templates",
   "statement": "Templates gave users a starting point for finished designs.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA3"
   ]
  },
  {
   "id": "canva-p03",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Drag-and-drop editing",
   "statement": "The editor let users arrange visual elements without learning a professional desktop tool's full controls.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA3"
   ]
  },
  {
   "id": "canva-g01",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Everyday user target",
   "statement": "The product aimed at people who lacked professional design training.",
   "event_date": "2013",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA3"
   ]
  },
  {
   "id": "canva-p04",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Localization",
   "statement": "The company supported more than 100 languages.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA2"
   ]
  },
  {
   "id": "canva-p05",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "International use",
   "statement": "The interview described users in 190 countries.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA2"
   ]
  },
  {
   "id": "canva-g02",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Free core product",
   "statement": "Perkins identified a useful free product as a driver of adoption.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA2"
   ]
  },
  {
   "id": "canva-g03",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Word of mouth",
   "statement": "The founder described users spreading Canva through blogs and social posts.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA2"
   ]
  },
  {
   "id": "canva-g04",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "User research",
   "statement": "Product teams watched videos of real people attempting tasks.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA2"
   ]
  },
  {
   "id": "canva-g05",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Early adoption milestone",
   "statement": "The interview reported one million users in the first eighteen months.",
   "event_date": "2020",
   "date_precision": "year",
   "evidence_kind": "participant_account",
   "sources": [
    "CA2"
   ]
  },
  {
   "id": "canva-p06",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Visual suite",
   "statement": "The offering covered several kinds of visual communication rather than a single image format.",
   "event_date": "2024",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "CA4"
   ]
  },
  {
   "id": "canva-p07",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Team use",
   "statement": "The product served shared workplace design needs.",
   "event_date": "2024",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "CA4"
   ]
  },
  {
   "id": "canva-p08",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "AI features",
   "statement": "Magic Studio introduced AI-assisted creation and editing.",
   "event_date": "2024",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "CA4"
   ]
  },
  {
   "id": "canva-p09",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Affinity acquisition",
   "statement": "Canva acquired the Affinity professional design software business.",
   "event_date": "2024",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "CA4"
   ]
  },
  {
   "id": "canva-g06",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Paid value",
   "statement": "Canva sold paid plans alongside free use.",
   "event_date": "2024",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "CA4"
   ]
  },
  {
   "id": "canva-g07",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Enterprise expansion",
   "statement": "The company pursued larger organizational customers.",
   "event_date": "2024",
   "date_precision": "year",
   "evidence_kind": "documented_offer_or_action",
   "sources": [
    "CA4"
   ]
  },
  {
   "id": "canva-p10",
   "business": "Visual communication software",
   "category": "product",
   "dimension": "Professional creative extension",
   "statement": "The year-end account described a reworked Affinity application alongside the Canva suite.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "CA5"
   ]
  },
  {
   "id": "canva-g08",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Broad customer types",
   "statement": "The reported audience included classrooms, small businesses, nonprofits, teams and creators.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "CA5"
   ]
  },
  {
   "id": "canva-g09",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "User scale",
   "statement": "Canva reported 260 million monthly users in its 2025 review.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "CA5"
   ]
  },
  {
   "id": "canva-g10",
   "business": "Visual communication software",
   "category": "go_to_market",
   "dimension": "Revenue scale",
   "statement": "Canva reported $3.5 billion in revenue in its 2025 review.",
   "event_date": "2025",
   "date_precision": "year",
   "evidence_kind": "company_described_offering",
   "sources": [
    "CA5"
   ]
  }
 ]
}