{
  "docId": "019dd923-5eff-723e-9be9-74c2e9885756",
  "docSlug": "7iaIU4VLwuw7UzfcE42X",
  "documentTitle": "Here's the pitch deck that Playhouse used to raise $2.8 million to become a 'TikTok for real estate'",
  "authorId": "Pitchdecks",
  "authorName": "Playhouse",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.777,
  "pageNumber": 9,
  "pageCount": 11,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "Uses a top-down market sizing approach based on industry commission data.",
  "elementsJson": [
    "callout_box",
    "bullet_list"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5eff-723e-9be9-74c2e9885756/9",
  "deckHref": "/decks/019dd923-5eff-723e-9be9-74c2e9885756",
  "deckJsonHref": "/decks/019dd923-5eff-723e-9be9-74c2e9885756.json",
  "deckAnchorHref": "/decks/019dd923-5eff-723e-9be9-74c2e9885756#slide-9",
  "components": [
    {
      "bbox": {
        "h": 0.396,
        "w": 0.376,
        "x": 0.078,
        "y": 0.096
      },
      "kind": "callout",
      "text": "This is a $17B market opportunity",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c5a55e77-5cb5-40b2-8136-4849b393415d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.52,
        "y": 0.83
      },
      "kind": "list",
      "text": "25% typical among brokerages",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "00a72840-cb93-4a8d-b556-26303d062238",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.4,
        "x": 0.52,
        "y": 0.38
      },
      "kind": "list",
      "text": "6.5m homes sold in 2020\n~300k average home price\nBuyer and seller agents take 2.5% commission each",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3faf4f52-2538-40de-8bc3-e52616ea5838",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.5,
        "y": 0.3
      },
      "kind": "list",
      "text": "Annual US agent commissions are ~$98B",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "569bd219-4c07-4eee-ad6c-989c4ea7043d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.4,
        "x": 0.5,
        "y": 0.7
      },
      "kind": "list",
      "text": "Agents pay 15-35% of their commission for referrals",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cd8f8c13-5da6-4eb2-97da-942ae16f5e87",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.5,
        "y": 0.2
      },
      "kind": "list",
      "text": "We sell buyer leads to agents",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "d0b75abf-3a57-4f00-8b1e-02bd7261561c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "TAM: $17B",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd952-943a-75c5-9ad4-58b6661bfa28",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "market-sizing",
      "slug": null,
      "matchId": "c78742b0-4b1b-44f2-b68c-396ddde24aa5",
      "evidence": "Top-down calculation of TAM based on industry volume and commission rates.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 9,
      "from": 9,
      "beatId": "6d60d7ec-36a3-4dc6-a4fa-acd74348d5aa",
      "arcName": "The Sequoia Pitch",
      "arcSlug": "sequoia-pitch",
      "beatName": "Market Size",
      "beatSlug": "sequoia-pitch-market-size",
      "evidence": "slide 9 shows market sizing",
      "position": 3,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 3,
      "name": "Why Now",
      "slug": "15-why-now",
      "bestFor": "Sales pitches, fundraising, requesting immediate budget approval",
      "matchId": "3d4327d7-518a-4cb9-acee-44af37cb4cb8",
      "evidence": "slides 3 and 11 discuss why now",
      "position": 0,
      "objective": "Why now is the time for Playhouse",
      "structure": "The Context (Trends) -> The Trigger Event -> The Window of Opportunity",
      "confidence": 0.8,
      "description": "Create temporal urgency by proving that the window of opportunity is opening or closing"
    },
    {
      "to": 9,
      "from": 2,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "6fc783d1-9740-4872-bcaa-021e5eb07242",
      "evidence": "slides 2-9 discuss market opportunity and traction",
      "position": 1,
      "objective": "Cost of inaction for investors",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.6,
      "description": "Quantify what happens if the audience does nothing"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}