{
  "docId": "019dd923-5e88-73ef-bd5d-7fdbf19b6f2c",
  "docSlug": "3f6c73d48e1a72a3",
  "documentTitle": "2020 Benedict Evans 2020 January Shoulders of Giants",
  "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": 55,
  "pageCount": 126,
  "prevPage": 54,
  "nextPage": 56,
  "slideType": "strategic_options",
  "function": "present_framework",
  "density": "sparse",
  "nDataPoints": 0,
  "notes": "Uses a simple directional arrow framework to contrast vertical vs horizontal growth.",
  "elementsJson": [
    "headline_text",
    "subtitle_text",
    "other"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c/55",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c#slide-55",
  "components": [
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.6,
        "y": 0.3
      },
      "kind": "framework",
      "text": "Horizontal expansion: Taking established online models to new segments",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "76e81f1a-5b96-4fbe-9cb5-53f8fb3f46b2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.2,
        "x": 0.25,
        "y": 0.3
      },
      "kind": "framework",
      "text": "Vertical integration: The full stack' model: from booking.com to Airbnb",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ca583df7-293d-4665-9b11-e252176bfa00",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.2,
        "y": 0.05
      },
      "kind": "title",
      "text": "Models for market expansion",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a5ffaf56-5ab3-4d2a-9925-49aab500bb85",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.35,
        "x": 0.2,
        "y": 0.12
      },
      "kind": "title",
      "text": "Penetration and consumer acceptance drives expansion",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5eda530a-fe14-4280-ae86-0a177a018067",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "horizontal-expansion",
      "slug": null,
      "matchId": "279bb5ee-508f-41e0-b837-7218c7cbb0fc",
      "evidence": "Explicitly labeled as a model for market expansion",
      "confidence": 0.9
    },
    {
      "name": "vertical-integration",
      "slug": null,
      "matchId": "bc98b486-8c26-471f-a386-e6b9d0f3084d",
      "evidence": "Explicitly labeled as a model for market expansion",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 60,
      "from": 55,
      "beatId": "783dd7a7-8b05-429e-86ce-42abeb455d98",
      "arcName": "The Sparkline",
      "arcSlug": "sparkline",
      "beatName": "Need",
      "beatSlug": "monroes-sequence-need",
      "evidence": "The deck highlights the need for new understanding and regulation.",
      "position": 4,
      "confidence": 0.8,
      "parentBeatName": "Complication",
      "parentBeatSlug": "complication"
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}