{
  "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": 39,
  "pageCount": 134,
  "prevPage": 38,
  "nextPage": 40,
  "slideType": "key_takeaways",
  "function": "summarize",
  "density": "dense",
  "nDataPoints": 4,
  "notes": null,
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "icon_grid"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7a1f59ad75c6/39",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7a1f59ad75c6#slide-39",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Nike has the brand, product and scale to go direct to its customers",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a114-63327728c16d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.7,
        "y": 0.35
      },
      "kind": "metric",
      "text": "#1 global fashion site with 150m uniques",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "34878030-1aa5-4839-9550-0f52cd72d3ed",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.45,
        "y": 0.35
      },
      "kind": "metric",
      "text": "40% revenue is D2C and 22% is Nike.com",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4b533a8d-d86f-4e40-b6cf-d0ec026fcc54",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.2,
        "x": 0.2,
        "y": 0.35
      },
      "kind": "metric",
      "text": "Left Amazon in 2017 after a 2 year trial",
      "attrs": null,
      "subkind": "big-number",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b8e6a46f-3811-469a-9ff7-51d984b96524",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "D2C revenue share: 40%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-4e51-732b-a114-669e4ee03066",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.4,
        "x": 0.2,
        "y": 0.12
      },
      "kind": "paragraph",
      "text": "Nike has the brand, product and scale to go direct to its customers",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5c90b4a0-84f3-4bc0-a4f3-f5877733daaa",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.1,
        "x": 0.2,
        "y": 0.9
      },
      "kind": "source-note",
      "text": "Source: Nike, Similarweb",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4a149148-0699-4557-973d-173d6bae53a8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.25,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "Nike goes direct",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cf231dec-ad8b-4e9e-aea8-71165390d2f8",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Sinatra Test",
      "slug": "sinatra-test",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9337-1ebf0d3edb84",
      "evidence": "Nike used as the flagship example proving direct-to-consumer is real.",
      "confidence": 72
    },
    {
      "name": "Singularity Effect",
      "slug": "singularity-effect",
      "agent": "Storyteller",
      "layer": "slide",
      "matchId": "019dd95a-1b83-7130-9337-2061fb9fa376",
      "evidence": "Single named brand stands in for the broader trend.",
      "confidence": 65
    }
  ],
  "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": 41,
      "from": 31,
      "name": "Tale Two Worlds",
      "slug": "04-tale-two-worlds",
      "bestFor": "Competitive analysis, benchmarking, case for change",
      "matchId": "019dd95a-08f8-7619-ac2e-0b8396f6ac75",
      "evidence": "Amazon GMV share (31-32) juxtaposed with Shopify/Nike going direct (33-39), ending in 'how do you reach customers?'",
      "position": 3,
      "objective": "Contrast Amazon-marketplace bundling vs Shopify/Nike direct-to-consumer",
      "structure": "Current State -> Desired State / Benchmark -> The Gap & Implication",
      "confidence": 70,
      "description": "Show the gap between two states to drive urgency or highlight opportunity"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}