{
  "docId": "019dd923-5e88-73ef-bd58-d2f222cac506",
  "docSlug": "33ff0b30c4e3b9bc",
  "documentTitle": "20240222 JF at BAC Conference",
  "authorId": "MorganStanley",
  "authorName": "Morgan Stanley",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "equity_research",
  "sourceTypeLabel": "Equity research",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 5,
  "pageCount": 23,
  "prevPage": 4,
  "nextPage": 6,
  "slideType": "key_messages",
  "function": "present_solution",
  "density": "dense",
  "nDataPoints": 1,
  "notes": "The funnel diagram represents a sequential process for client growth and fee migration.",
  "elementsJson": [
    "headline_text",
    "funnel_chart",
    "big_number",
    "bullet_list",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd58-d2f222cac506/5",
  "deckHref": "/decks/019dd923-5e88-73ef-bd58-d2f222cac506",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd58-d2f222cac506.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd58-d2f222cac506#slide-5",
  "components": [
    {
      "bbox": {
        "h": 0.45,
        "w": 0.66,
        "x": 0.05,
        "y": 0.258
      },
      "kind": "diagram",
      "text": "Path to Advice funnel with steps 1A, 1B, 1C",
      "attrs": null,
      "subkind": "process",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "85ab168f-90ed-409e-b8d1-11c612e38fe6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.9,
        "x": 0.048,
        "y": 0.95
      },
      "kind": "disclaimer",
      "text": "The End Notes are an integral part of this Presentation. See slides 18-22 at the back of the back of the presentation for information related to the financial metrics and defined terms in this presentation",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1bed1b98-f231-4e5d-833e-01efd9376a52",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.6,
        "x": 0.09,
        "y": 0.79
      },
      "kind": "list",
      "text": "Examples of Capabilities: Alternatives, Private Markets, Checking, Lending, Intellectual Capital, Tax Efficient Models, Investment Management, Institutional Securities Group",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d1e104de-f438-4970-9076-336eb6b0b34c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.11,
        "x": 0.79,
        "y": 0.46
      },
      "kind": "metric",
      "text": "30%",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bca78d24-2fa7-46b8-8e3d-91f3ffc7f7e1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Pre-Tax Margins: 30%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-2e3b-7048-aa45-5cfa314c7541",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.13,
        "x": 0.78,
        "y": 0.6
      },
      "kind": "subtitle",
      "text": "Pre-Tax Margins (1)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d290b647-6fb1-4d23-9956-f8461d688408",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.052,
        "w": 0.327,
        "x": 0.048,
        "y": 0.105
      },
      "kind": "title",
      "text": "Two Key Focus Areas",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "dcf0830f-363a-4891-878e-4ede729ad9c3",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Governing Thought",
      "slug": "governing-thought",
      "agent": "Architect",
      "layer": "block",
      "matchId": "019de776-1e10-749f-a1c0-e9273e8aea91",
      "evidence": "Slide is the deck's organizing thesis: two pillars + 30% margin anchor.",
      "confidence": 85
    },
    {
      "name": "MECE Principle",
      "slug": "mece-principle",
      "agent": "Architect",
      "layer": "block",
      "matchId": "019de776-1ebf-74fa-8e9e-39672bf5d157",
      "evidence": "Two non-overlapping focus areas labelled '1' and '2' explicitly.",
      "confidence": 70
    },
    {
      "name": "Pyramid Principle",
      "slug": "pyramid-principle",
      "agent": "Architect",
      "layer": "block",
      "matchId": "019de776-1e93-7176-bf90-5f1bc3c99251",
      "evidence": "Top-level structure stated; rest of deck deductively supports its branches.",
      "confidence": 78
    },
    {
      "name": "Focal Point",
      "slug": "focal-point",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de776-1eea-762b-a96f-879cc6eb8232",
      "evidence": "Bold 30% pre-tax margin figure on right anchors the eye.",
      "confidence": 75
    },
    {
      "name": "One Idea Rule",
      "slug": "one-idea-rule",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "019de776-1f14-71eb-8ae5-26c1d7568bb9",
      "evidence": "Slide reduces strategy to two labelled boxes plus one number.",
      "confidence": 65
    }
  ],
  "frameworks": [
    {
      "name": "Funnel analysis",
      "slug": null,
      "matchId": "019de776-26e9-7178-8dfa-76057c075e0a",
      "evidence": "Three-segment funnel labelled 1A/1B/1C narrowing left to right.",
      "confidence": 85
    }
  ],
  "arcBeats": [
    {
      "to": 5,
      "from": 5,
      "beatId": "019de776-19cb-73be-a2cf-209e05f76689",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Solution & Approach",
      "beatSlug": null,
      "evidence": "p5 'Two Key Focus Areas' funnel + platform framework anchors the rest of the deck.",
      "position": 3,
      "confidence": 78,
      "parentBeatName": null,
      "parentBeatSlug": null
    },
    {
      "to": 9,
      "from": 3,
      "beatId": "019de776-1ad1-714f-b5c1-9d16a16251dd",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": null,
      "evidence": "Differentiation table, transformation history, growth bar charts and peer share.",
      "position": 1,
      "confidence": 55,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 5,
      "name": "Funnel Analysis",
      "slug": "32-funnel-analysis",
      "bestFor": "Sales optimization, customer journey, process efficiency",
      "matchId": "019de776-1b7a-776a-b293-a9737be60d48",
      "evidence": "p5 explicit funnel (1A add relationships -> 1B grow NNA -> 1C migrate to fee-based); p6 same funnel with 2019/2023 metric pairs; p7-11 zoom into each stage and the headroom.",
      "position": 2,
      "objective": "Prove pillar 1 'Path to Advice' is converting at every funnel stage with runway ahead",
      "structure": "Top of Funnel -> Stage 1 Conversion -> Stage 2 Conversion -> Bottom of Funnel -> The Leak",
      "confidence": 85,
      "description": "Show progressive filtering through stages to identify where drop-off occurs"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}