{
  "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": 66,
  "pageCount": 106,
  "prevPage": 65,
  "nextPage": 67,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "balanced",
  "nDataPoints": 7,
  "notes": "The chart uses a stark contrast between the small individual brand bars and the massive 'Total market' bar to frame the opportunity.",
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3/66",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-75cbbd4aa9b3#slide-66",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.7,
        "x": 0.04,
        "y": 0.2
      },
      "kind": "chart",
      "text": "Bar chart showing Tesla, Lexus, Mercedes, BMW, Audi, Lincoln, and Total market sales.",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d20f1f01-e9aa-42ed-b54e-750b6e7623b1",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Q3 2018 US car sales (m)",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e52-728e-9267-74673cf2985e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.15,
        "x": 0.03,
        "y": 0.96
      },
      "kind": "source-note",
      "text": "©2018 Andreessen Horowitz, Page 65",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "18e3ae83-b798-40c6-9da8-43c1ef6142fe",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.1,
        "x": 0.75,
        "y": 0.96
      },
      "kind": "source-note",
      "text": "Source: Autonews, Tesla",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ff1b8098-9be5-48c5-907a-411c1c54deb0",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.03,
        "y": 0.06
      },
      "kind": "title",
      "text": "What's the real opportunity?",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "7f4c3856-608e-4f15-972b-81b803a781ee",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.25,
        "x": 0.03,
        "y": 0.13
      },
      "kind": "title",
      "text": "Q3 2018 US car sales (m)",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "736b250e-4595-4359-93c9-3a783742e37d",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "market-sizing",
      "slug": null,
      "matchId": "be9642ce-b613-48bc-86bb-015bc187c0cd",
      "evidence": "The slide compares specific brand sales to the total market to define the addressable opportunity.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 86,
      "from": 61,
      "beatId": "019dd95a-07a7-7579-bd67-ec0137160981",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "What Could Be",
      "beatSlug": "sparkline-what-could-be-4",
      "evidence": "Software eats cars, TV, money, healthcare ($80tn TAM).",
      "position": 4,
      "confidence": 78,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    },
    {
      "to": 86,
      "from": 61,
      "beatId": "019dd95a-07a7-7579-bd68-006a77cd2b44",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "Core Insight",
      "beatSlug": "onion-core-insight",
      "evidence": "Software unbundles entire industries, not just retail.",
      "position": 4,
      "confidence": 60,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 86,
      "from": 61,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-08f8-7619-ac30-08ca5ddeba61",
      "evidence": "Repeated 'Software eats __?' / 'What's the real opportunity?' refrains across four domains.",
      "position": 6,
      "objective": "Stack 'software eats X' evidences into a pattern across cars, TV, money, healthcare",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 85,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}