{
  "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": 45,
  "pageCount": 106,
  "prevPage": 44,
  "nextPage": 46,
  "slideType": "comparison_table",
  "function": "compare_options",
  "density": "sparse",
  "nDataPoints": 0,
  "notes": "The slide uses a simple binary comparison framework to contrast two distinct business models.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3/45",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3#slide-45",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Packets versus preference",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a120-d059228b43a6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.76,
        "x": 0.12,
        "y": 0.245
      },
      "kind": "diagram",
      "text": "Retail as logistics (Sears, Walmart) vs Retail as tastemaker (Boutiques, big cities)",
      "attrs": null,
      "subkind": "other",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "da3495fe-7733-4184-94f6-31925ea3a333",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.16,
        "x": 0.03,
        "y": 0.96
      },
      "kind": "source-note",
      "text": "©2018 Andreessen Horowitz, Page 44",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "06769773-3f3b-4c5e-804b-88c95c5608b8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.33,
        "x": 0.03,
        "y": 0.06
      },
      "kind": "title",
      "text": "Two models of retail",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "89480b2a-cac1-4bb8-91a1-d234f32ba9e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.29,
        "x": 0.03,
        "y": 0.13
      },
      "kind": "title",
      "text": "Packets versus preference",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0968d051-223b-4347-aa96-89a9307fcec6",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Metaphor & Analogy",
      "slug": "metaphor-analogy",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1c76-72c8-a85c-76a808b76fce",
      "evidence": "'Packets versus preference' metaphor frames retail.",
      "confidence": 80
    }
  ],
  "frameworks": [
    {
      "name": "comparison-frame",
      "slug": null,
      "matchId": "6f89b332-28bd-465b-a3a9-36bbd44bb1f2",
      "evidence": "The slide explicitly contrasts two opposing retail models.",
      "confidence": 0.9
    },
    {
      "name": "Packets vs Preference",
      "slug": null,
      "matchId": "019dd95a-1d21-7467-a469-7a1404aea1c0",
      "evidence": "Slide subtitle names framework; recurs across deck (pp.46, 48, 57).",
      "confidence": 80
    }
  ],
  "arcBeats": [
    {
      "to": 60,
      "from": 40,
      "beatId": "019dd95a-07a7-7579-bd67-e9adc2016ceb",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Is",
      "beatSlug": "sparkline-what-is-3",
      "evidence": "Asset-light model breaks at groceries / tastemaking.",
      "position": 3,
      "confidence": 78,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    },
    {
      "to": 60,
      "from": 40,
      "beatId": "019dd95a-07a7-7579-bd67-ff2e94a6f5cc",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Deeper Layer",
      "beatSlug": "onion-deeper-layer",
      "evidence": "Asset-light assumptions break at high-touch goods.",
      "position": 3,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 52,
      "from": 40,
      "name": "Myth Buster",
      "slug": "12-myth-buster",
      "bestFor": "Rebranding, changing market perception, correcting false assumptions",
      "matchId": "019dd95a-08f8-7619-ac30-024544ee6a33",
      "evidence": "From easy to hard; 1994 Amazon plan ('no warehouses, no stock'); friction with new high-touch waves.",
      "position": 4,
      "objective": "Break the 'ecommerce is asset-light' belief",
      "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth",
      "confidence": 82,
      "description": "Address a common misconception head-on to clear the room for a new truth"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}