{
  "docId": "019dd923-605c-759f-b6b1-ea1d7821eb67",
  "docSlug": "bi-3c60ada70c9b8601",
  "documentTitle": "Pitch deck: Kevel raises $23 million to boost retail advertising",
  "authorId": "Pitchdecks",
  "authorName": "Kevel",
  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "landscape",
  "aspectRatio": 1.739,
  "pageNumber": 4,
  "pageCount": 6,
  "prevPage": 3,
  "nextPage": 5,
  "slideType": "business_model",
  "function": "present_solution",
  "density": "balanced",
  "nDataPoints": 0,
  "notes": "Uses an analogy framework to establish market category.",
  "elementsJson": [
    "logo_grid",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-605c-759f-b6b1-ea1d7821eb67/4",
  "deckHref": "/decks/019dd923-605c-759f-b6b1-ea1d7821eb67",
  "deckJsonHref": "/decks/019dd923-605c-759f-b6b1-ea1d7821eb67.json",
  "deckAnchorHref": "/decks/019dd923-605c-759f-b6b1-ea1d7821eb67#slide-4",
  "components": [
    {
      "bbox": {
        "h": 0.65,
        "w": 0.45,
        "x": 0.038,
        "y": 0.23
      },
      "kind": "framework",
      "text": "API Infrastructure analogy list",
      "attrs": null,
      "subkind": "instance",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "cd9ae55a-865b-473a-9608-c8ba898e8250",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.55,
        "w": 0.45,
        "x": 0.5,
        "y": 0.33
      },
      "kind": "list",
      "text": "Platform Subscription: a flat monthly fee for access to our core platform, with options for dedicated support, custom terms, and more. Usage: A pay-as-you-go model where you pay for the number of ad requests you make. No minimum usage requirement, with automatic discounts as you scale. Pre-Paid Spend: Additional discounts available for 12 month committed spend, paid upfront.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1e3bb885-530f-4f8f-80b6-8aec56270b44",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.33,
        "x": 0.038,
        "y": 0.085
      },
      "kind": "paragraph",
      "text": "Kevel is the API infrastructure for monetization",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3f947457-5f89-4768-bdfa-ae4a8dca2861",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.06,
        "w": 0.22,
        "x": 0.038,
        "y": 0.025
      },
      "kind": "title",
      "text": "Business Model",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6f6833c5-a629-4ef3-983d-c68d87917b70",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "argument-from-analogy",
      "slug": null,
      "matchId": "28323aa4-5c75-49b8-8a11-61b8aa1a72b3",
      "evidence": "Comparing Kevel to Twilio, Stripe, Okta, and Snowflake to define its market category.",
      "confidence": 1
    }
  ],
  "arcBeats": [
    {
      "to": 4,
      "from": 4,
      "beatId": "d5a776e6-d2be-4c31-a04c-51eb18509a66",
      "arcName": "The Sequoia Pitch",
      "arcSlug": "sequoia-pitch",
      "beatName": "Business Model",
      "beatSlug": "sequoia-pitch-business-model",
      "evidence": "The business model is explained on page 4",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    }
  ],
  "loops": [
    {
      "to": 5,
      "from": 2,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "37c55b70-f595-4ed8-8ba3-89a506e23a99",
      "evidence": "The problem and traction slides imply the cost of inaction",
      "position": 1,
      "objective": "Highlight the cost of inaction in retail advertising",
      "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
}