{
  "docId": "019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "docSlug": "a210209197557aae",
  "documentTitle": "2020 Benedict Evans 2020 December The Great Unbundling",
  "authorId": "BenedictEvans",
  "authorName": "Benedict Evans",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "independent_analyst",
  "sourceTypeLabel": "Independent analyst",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.778,
  "pageNumber": 19,
  "pageCount": 134,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "industry_trends",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 20,
  "notes": "The chart illustrates the historical growth of ecommerce as a small slice of total US retail revenue.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "area_chart"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/19",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-19",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "There's retail, and some of that goes online, and some already has. Simple...",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a113-64eb87c270ab",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.6,
        "x": 0.2,
        "y": 0.25
      },
      "kind": "chart",
      "text": "US retail revenue ($tr)",
      "attrs": null,
      "subkind": "area-stacked",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "56f14a84-3de1-4005-816b-77db44db4a46",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.15,
        "x": 0.03,
        "y": 0.35
      },
      "kind": "legend",
      "text": "Restaurants\nNon-addressable retail\nAddressable retail\nEcommerce",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a3337b20-b939-4b83-bf83-cdeea3271815",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "US retail revenue",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a113-68b7560021de",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.1,
        "x": 0.2,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Source: US Census",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a486b4a0-5d9b-4e71-8514-e9129b43d38c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.5,
        "x": 0.2,
        "y": 0.12
      },
      "kind": "subtitle",
      "text": "There's retail, and some of that goes online, and some already has. Simple...",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "314415bc-b5d2-4d92-8c76-279ab392f364",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.45,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "The traditional view of ecommerce",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c0b172f9-0a50-4e8b-b94a-a38df20c9259",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9336-e078cbc0f7d7",
      "evidence": "'Traditional view of ecommerce' sets up the myth to bust.",
      "confidence": 70
    },
    {
      "name": "Chart Selection Guide",
      "slug": "chart-selection-guide",
      "agent": "Designer",
      "layer": "slide",
      "matchId": "d6c4a29d-7010-4936-a1e5-639dea975fc8",
      "evidence": "chart/area-stacked: US retail revenue ($tr)",
      "confidence": 0.7
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 41,
      "from": 16,
      "beatId": "019dd95a-07a7-7579-bd64-addddfd520a7",
      "arcName": "The Onion",
      "arcSlug": "onion",
      "beatName": "First Layer",
      "beatSlug": "onion-first-layer",
      "evidence": "Section 'The Great Unbundling' reframes ecommerce/retail value chains.",
      "position": 2,
      "confidence": 60,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    },
    {
      "to": 82,
      "from": 16,
      "beatId": "019dd95a-07a7-7579-bd64-c158921ae73a",
      "arcName": "The Mountain",
      "arcSlug": "mountain",
      "beatName": "Rising Action",
      "beatSlug": "mountain-rising-action",
      "evidence": "Unbundling thesis layered across retail, ads, TV, harder problems.",
      "position": 2,
      "confidence": 50,
      "parentBeatName": "Development",
      "parentBeatSlug": "development"
    }
  ],
  "loops": [
    {
      "to": 30,
      "from": 19,
      "name": "Myth Buster",
      "slug": "12-myth-buster",
      "bestFor": "Rebranding, changing market perception, correcting false assumptions",
      "matchId": "019dd95a-08f8-7619-ac2e-046fa515f72c",
      "evidence": "p.19 'traditional view' -> p.20 'is that a useful split?' -> p.21+ 'much more useful: ecommerce as logistics' reframes the metric.",
      "position": 2,
      "objective": "Replace 'ecommerce as % of retail' with 'ecommerce as logistics'",
      "structure": "The Common Belief -> The Friction/Failure of that Belief -> The New Truth",
      "confidence": 78,
      "description": "Address a common misconception head-on to clear the room for a new truth"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}