{
  "docId": "019dd923-5fed-74f2-a96e-4e9421ca9f12",
  "docSlug": "bi-fe5c41e2e857720b",
  "documentTitle": "Facebook's FBX Ad Sales Pitch Deck",
  "authorId": "Pitchdecks",
  "authorName": "Facebook",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.786,
  "pageNumber": 9,
  "pageCount": 14,
  "prevPage": 8,
  "nextPage": 10,
  "slideType": "comparison_table",
  "function": "compare_peers",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "The slide uses a before-and-after comparison to demonstrate product improvement.",
  "elementsJson": [
    "screenshot",
    "comparison_table"
  ],
  "metadataConfidence": 0.9,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5fed-74f2-a96e-4e9421ca9f12/9",
  "deckHref": "/decks/019dd923-5fed-74f2-a96e-4e9421ca9f12",
  "deckJsonHref": "/decks/019dd923-5fed-74f2-a96e-4e9421ca9f12.json",
  "deckAnchorHref": "/decks/019dd923-5fed-74f2-a96e-4e9421ca9f12#slide-9",
  "components": [
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.55,
        "y": 0.65
      },
      "kind": "callout",
      "text": "More real estate driving offsite",
      "attrs": null,
      "subkind": "primary",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "934c136d-b177-4983-8a92-3c879a2ac323",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.3,
        "w": 0.35,
        "x": 0.55,
        "y": 0.3
      },
      "kind": "image",
      "text": "FBX Beta ad example",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0643fe10-9462-4cd8-b9a5-bcd5366150f2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.25,
        "x": 0.16,
        "y": 0.3
      },
      "kind": "image",
      "text": "Previous ad example",
      "attrs": null,
      "subkind": "screenshot",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a0295b45-48ac-42e2-8f33-181d6251f83f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.25,
        "x": 0.2,
        "y": 0.2
      },
      "kind": "title",
      "text": "Previous ads",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5dbd81be-43cf-410a-9a0e-864386ac62e2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.35,
        "x": 0.55,
        "y": 0.2
      },
      "kind": "title",
      "text": "FBX Beta: Link Page post ads",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c82e565a-c7f2-4a16-aed6-20f76a6b6d8c",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "before-after-framing",
      "slug": null,
      "matchId": "cd1925bb-685f-4c40-9552-2834ae345f39",
      "evidence": "Visual comparison of old vs new ad format",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 14,
      "from": 6,
      "beatId": "8cd41696-3675-4b2c-8ff2-348890c038d8",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution (Provide relief)",
      "beatSlug": "problem-agitate-solution-solution-provide-relief",
      "evidence": "The deck presents FBX as a solution, highlighting its benefits and success stories",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Resolution",
      "parentBeatSlug": "resolution"
    }
  ],
  "loops": [
    {
      "to": 11,
      "from": 2,
      "name": "Logic Chain",
      "slug": "01-logic-chain",
      "bestFor": "Skeptical audiences, controversial recommendations, rigorous analysis",
      "matchId": "d4af328b-608b-40f2-b0e7-b679a5cdd871",
      "evidence": "The deck presents a logical chain of benefits and results for FBX",
      "position": 0,
      "objective": "How can FBX provide better results for advertisers?",
      "structure": "Premise 1 (Accepted truth) -> Premise 2 (Observed fact) -> Therefore... (Inevitable conclusion)",
      "confidence": 0.7,
      "description": "Build an airtight chain of logic where each premise leads inevitably to the conclusion"
    },
    {
      "to": 11,
      "from": 9,
      "name": "Before After",
      "slug": "21-before-after",
      "bestFor": "Product demos, process improvements, ROI justification",
      "matchId": "26b2f271-7e9f-4457-9897-658aae9aaab7",
      "evidence": "The deck presents a before-after comparison of FBX and standard ads",
      "position": 1,
      "objective": "What are the benefits of using FBX compared to standard ads?",
      "structure": "The Old Way (Pain) -> The Moment of Change -> The New Way (Glory) -> The Measurable Delta",
      "confidence": 0.6,
      "description": "Show the dramatic contrast between the old way and the new way through side-by-side comparison"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}