{
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  "documentTitle": "2011 Bond Cap Internet Trends 2011",
  "authorId": "BondCap",
  "authorName": "Mary Meeker",
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  "notes": "The slide uses a hub-and-spoke model to map various mobile-first local commerce players to four key functional categories.",
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      "kind": "diagram",
      "text": "Local Commerce hub with four spokes: Coupons, Payments, Reviews, Check Ins",
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      "text": "Logos of Groupon, LivingSocial, Google Offers, Plum District, Square, OpenTable, ZocDoc, Yelp, Google Places, Angie's List, Zaarly, Foursquare, Shopkick, Facebook Places, Gowalla",
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      "kind": "list",
      "text": "Coupons + Demand Generation (20MM+ Users), Payments + Inventory Management (2MM+ Users), Reviews + Business Information / Leads (40MM+ Users), Check Ins + Driving Foot Traffic (15MM+ Users)",
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      "text": "Monthly unique visitors: 40MM+",
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      "text": "Note: *Users are comScore USA's aggregate monthly unique visitor data for companies listed under each category. Total USA local advertising for 2011E is $68B, per Morgan Stanley Research.",
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      "text": "Local Commerce = Rejuvenated by Mobile",
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      "name": "Golden Circle",
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      "evidence": "The document uses the Golden Circle framework to explain the importance of mobile commerce.",
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      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
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      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
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