{
  "docId": "019dd923-5e88-73ef-bd5d-75cbbd4aa9b3",
  "docSlug": "a8a07fd8e2556874",
  "documentTitle": "2018 Benedict Evans 2018 The End of the Beginning",
  "authorId": "BenedictEvans",
  "authorName": "Benedict Evans",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "independent_analyst",
  "sourceTypeLabel": "Independent analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 10,
  "pageCount": 106,
  "prevPage": 9,
  "nextPage": 11,
  "slideType": "data_table",
  "function": "analyze_data",
  "density": "balanced",
  "nDataPoints": 4,
  "notes": "The chart uses a single stacked bar to represent the total retail market, segmented by category.",
  "elementsJson": [
    "headline_text",
    "bar_chart_stacked"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3/10",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3#slide-10",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.13,
        "x": 0.17,
        "y": 0.235
      },
      "kind": "chart",
      "text": "Stacked bar chart of US retail spending",
      "attrs": null,
      "subkind": "bar-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "40a19741-2046-49bd-aaa8-d68036ba6407",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "US retail spending: $5.5tn",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a11e-08249f38ac7d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.16,
        "x": 0.03,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "©2018 Andreessen Horowitz, Page 9",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7fb0def8-40cd-4db3-a89f-bd34771624c9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.05,
        "x": 0.75,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: BLS",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8e8e96b7-ba44-472f-9d2b-37ec9b65f945",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.69,
        "x": 0.033,
        "y": 0.056
      },
      "kind": "title",
      "text": "And think about what happens to gas stations",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ad934748-bf9f-4dd2-ace4-0bbb636d5a2c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.31,
        "x": 0.033,
        "y": 0.135
      },
      "kind": "title",
      "text": "US retail spending, 2017 ($tr)",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "237d1341-7c40-4c4c-b4ed-cac65b92249f",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1c1d-701e-b800-d0161b489f93",
      "evidence": "Title 'And think about what happens to gas stations' adds next driver.",
      "confidence": 75
    },
    {
      "name": "Concrete Language",
      "slug": "concrete-language",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1c1d-701e-b800-d5a4338467e8",
      "evidence": "Specific $5.5tn figure anchors the claim.",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 21,
      "from": 1,
      "beatId": "019dd95a-07a7-7579-bd67-e351080d69aa",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": "sparkline-what-is-1",
      "evidence": "Most people online but money is not; ecommerce only 4-10% of retail.",
      "position": 1,
      "confidence": 78,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    },
    {
      "to": 21,
      "from": 1,
      "beatId": "019dd95a-07a7-7579-bd67-f5afde33ab85",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Surface Observation",
      "beatSlug": "onion-surface-observation",
      "evidence": "Visible mismatch between users online and money online.",
      "position": 1,
      "confidence": 60,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 13,
      "from": 6,
      "name": "Build Up",
      "slug": "33-build-up",
      "bestFor": "Pricing justification, cost estimation, market sizing",
      "matchId": "019dd95a-08f8-7619-ac2f-f4c6f2c09407",
      "evidence": "Sequential add: ecommerce -> restaurants -> gas -> cars -> consumer spending; closing 'What's the opportunity?' total.",
      "position": 1,
      "objective": "Stack retail-adjacent markets to a $12tr opportunity",
      "structure": "The Base -> Add Component A -> Add Component B -> Add Component C -> The Total",
      "confidence": 85,
      "description": "Start from zero and add components to arrive at a total"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}