{
  "docId": "019dd923-5ca1-7489-b634-a6c6b3ef6376",
  "docSlug": "7261572e56ae8561",
  "documentTitle": "What’s in a (Domain) Name? The $2 Billion Secondary Market for Dot-Com Domains",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 5,
  "pageCount": 18,
  "prevPage": 4,
  "nextPage": 6,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "The slide contrasts the small secondary market volume (1.25M) against the primary market (39M).",
  "elementsJson": [
    "paragraph",
    "bar_chart_vertical"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b634-a6c6b3ef6376/5",
  "deckHref": "/decks/019dd923-5ca1-7489-b634-a6c6b3ef6376",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b634-a6c6b3ef6376.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b634-a6c6b3ef6376#slide-5",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "But – beyond the primary market, there is a relatively small volume of domains resold in a secondary market (1.25M versus 39M new domains), growing at 5% CAGR from 2017",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-acb8-762a-a747-445d5debdb3b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.5,
        "x": 0.428,
        "y": 0.25
      },
      "kind": "chart",
      "text": "Secondary market transaction volume (M) from 2017 to 2020E",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "559595f7-146b-4821-8be3-392bd78d2cd4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Transaction volume: 1.25M",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-acb8-762a-a747-4985d4a341da",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.35,
        "x": 0.05,
        "y": 0.22
      },
      "kind": "paragraph",
      "text": "But – beyond the primary market, there is a relatively small volume of domains resold in a secondary market (1.25M versus 39M new domains), growing at 5% CAGR from 2017",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "658aa454-b8d6-4513-beae-6e0f0f2ed3b4",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.25,
        "x": 0.428,
        "y": 0.94
      },
      "kind": "source-note",
      "text": "Sources: Zone files; Whois records; BCG analysis.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "78a039f9-975a-43d1-ad76-0796a90e83fd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.35,
        "x": 0.428,
        "y": 0.175
      },
      "kind": "title",
      "text": "Secondary market transaction volume (M)",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f41dc0f2-bb40-48a7-adf7-065d874a4745",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [
    {
      "metricRaw": "Transaction volume",
      "numberRaw": "1.25M",
      "numberKind": "plain",
      "actionTitle": null,
      "calloutText": "But – beyond the primary market, there is a relatively small volume of domains resold in a secondary market (1.25M versus 39M new domains), growing at 5% CAGR from 2017",
      "numberScale": "m",
      "numberValue": 1.25,
      "metricFamily": "market_size",
      "numberCurrency": null
    }
  ],
  "tools": [
    {
      "name": "Cliffhanger",
      "slug": "cliffhanger",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-163f-72bd-8a0c-e39b998984db",
      "evidence": "Sets 'small volume' hook that begs the next slide.",
      "confidence": 70
    },
    {
      "name": "Information Gap Theory",
      "slug": "information-gap-theory",
      "agent": "Storyteller",
      "layer": "loop",
      "matchId": "019dd95a-163f-72bd-8a0c-dcb99008357b",
      "evidence": "Opens secondary-market mystery that pays off on p.7.",
      "confidence": 80
    },
    {
      "name": "Annotation",
      "slug": "annotation",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a0c-d48b7b77a46a",
      "evidence": "Left panel narrates 'But - beyond the primary market...' with highlighted 'relatively'.",
      "confidence": 85
    },
    {
      "name": "Contrast Principle",
      "slug": "contrast-principle",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019dd95a-163f-72bd-8a0c-db85664e5dd8",
      "evidence": "Dark text panel vs white chart pane, plus '1.25M versus 39M' contrast.",
      "confidence": 75
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 7,
      "from": 5,
      "beatId": "019dd95a-0702-74a3-87e4-1ff0649568a7",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "First Layer",
      "beatSlug": "onion-first-layer",
      "evidence": "Reveals secondary volume, price multiple, then '$2.1B almost as big as primary'.",
      "position": 2,
      "confidence": 78,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    },
    {
      "to": 6,
      "from": 5,
      "beatId": "019dd95a-0702-74a3-87e4-31d5ee7cf658",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "Secondary volume small but prices 150-200x higher.",
      "position": 2,
      "confidence": 55,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 7,
      "from": 5,
      "name": "The Reveal",
      "slug": "05-the-reveal",
      "bestFor": "Product launches, strategic pivots, unexpected findings",
      "matchId": "019dd95a-088c-724c-b310-0eb49a365db8",
      "evidence": "p.5 sets 'small' volume, p.6 reveals 150-200x prices, p.7 climax: '$2.1B almost as big as primary!'",
      "position": 2,
      "objective": "Reveal that the small-volume secondary market rivals the primary in revenue",
      "structure": "Setup the Question -> Build Suspense -> The Big Reveal",
      "confidence": 88,
      "description": "Build mystery and anticipation, then deliver a surprising or powerful conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}