{
  "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": 80,
  "pageCount": 126,
  "prevPage": 79,
  "nextPage": 81,
  "slideType": "market_landscape",
  "function": "frame_problem",
  "density": "balanced",
  "nDataPoints": 5,
  "notes": "The slide challenges the definition of 'market' by showing how different metrics (GMV vs. First Party) and scopes (ecommerce vs. total retail vs. addressable retail) drastically change the perception of Amazon's dominance.",
  "elementsJson": [
    "headline_text",
    "bar_chart_vertical"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c/80",
  "deckHref": "/decks/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c",
  "deckJsonHref": "/decks/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c.json",
  "deckAnchorHref": "/decks/019dd923-5e88-73ef-bd5d-7fdbf19b6f2c#slide-80",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Amazon has a third of ecommerce, but is that really the competition?",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc55-6dc491d49607",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.598,
        "x": 0.201,
        "y": 0.27
      },
      "kind": "chart",
      "text": "Amazon US market shares, 2018",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "517ed869-6bab-4a46-be58-9860aa00c56e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Market share: 35%",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-47c8-76a3-bc55-70e0e24d58a3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.045,
        "w": 0.598,
        "x": 0.201,
        "y": 0.905
      },
      "kind": "source-note",
      "text": "Source: @BenedictEvans, Amazon, Walmart, US Census\nAddressable retail = ex. cars, car parts, gasoline, bars & restaurants",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "86a9a046-31c9-49b2-8258-88e2eb88a8cc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.045,
        "w": 0.598,
        "x": 0.201,
        "y": 0.055
      },
      "kind": "title",
      "text": "What's Amazon's market share: 35% or 5%?",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a9269284-34da-4314-9c07-b0cb28da282d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.025,
        "w": 0.598,
        "x": 0.201,
        "y": 0.125
      },
      "kind": "title",
      "text": "Amazon has a third of ecommerce, but is that really the competition?",
      "attrs": null,
      "subkind": "subtitle",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "282bb8ee-a240-46ed-98ac-d75f9c674690",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Comparison frame",
      "slug": "comparison-frame",
      "agent": null,
      "layer": "slide",
      "matchId": "1219e77b-9591-4bef-83fe-3a09e636329c",
      "evidence": "Amazon has a third of ecommerce, but is that really the competition?",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "market-segmentation-pyramid",
      "slug": null,
      "matchId": "20877f33-a013-4e6e-9ace-07ec97b1bc70",
      "evidence": "The slide decomposes the market into different segments (ecommerce vs total retail vs addressable retail) to reframe the competitive landscape.",
      "confidence": 0.7
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 85,
      "from": 80,
      "name": "Mece Breakdown",
      "slug": "40-mece-breakdown",
      "bestFor": "Problem structuring, ensuring completeness, strategic analysis",
      "matchId": "7e38bd98-806f-4814-9ff0-b626a2b1ba77",
      "evidence": "The deck analyzes market definition and competition.",
      "position": 2,
      "objective": "How can market definition and competition be understood?",
      "structure": "The Whole -> Category A (distinct) -> Category B (distinct) -> Category C (distinct) -> Complete Coverage",
      "confidence": 0.6,
      "description": "Divide a complex topic into mutually exclusive, collectively exhaustive categories"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}