{
  "docId": "019dd923-622b-71dc-a6d9-afa084f9cd73",
  "docSlug": "eb305b39ce19",
  "documentTitle": "AOL, Inc. (AOL)",
  "authorId": "03_Starboard_Value",
  "authorName": "Jeffrey C. Smith",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2012-05-23 00:00:00",
  "orientation": "portrait",
  "aspectRatio": 0.77272725,
  "pageNumber": 29,
  "pageCount": 96,
  "prevPage": 28,
  "nextPage": 30,
  "slideType": "problem_statement",
  "function": "diagnose_problem",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses a combination of bulleted arguments and an expert testimonial to build a case against the business model.",
  "elementsJson": [
    "headline_text",
    "bullet_list",
    "quote_block",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6d9-afa084f9cd73/29",
  "deckHref": "/decks/019dd923-622b-71dc-a6d9-afa084f9cd73",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6d9-afa084f9cd73.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6d9-afa084f9cd73#slide-29",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "We believe the Patch business model is flawed and will not succeed",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd953-5376-7749-9ecd-4a097d4f102b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.72,
        "x": 0.07,
        "y": 0.88
      },
      "kind": "disclaimer",
      "text": "(1) Based on interviews conducted by L.E.K. Consulting. (2) Based on a targeted revenue model of 80% of Patch's ad slots being filled by local advertisers...",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "607ce373-acf1-42df-a2ad-5b4c97f672cd",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.84,
        "x": 0.08,
        "y": 0.22
      },
      "kind": "list",
      "text": "Patch is a high cost business model that is not scalable. Local advertisers want direct response ads that have an attractive measurable ROI. National advertisers do not appear to value hyper-local advertising. Patch ad slots are filled with remnant AOL inventory. Even if Patch achieved its revenue model, it would be highly unprofitable.",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "27ed7cca-1f06-41fb-88f2-7bd4b150e03f",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.84,
        "x": 0.08,
        "y": 0.58
      },
      "kind": "quote",
      "text": "… Unless Patch can come up with a new, performance-based product that can drive people into the advertisers’ stores, their business model isn’t going to work and it won’t succeed….",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c997535e-075e-4c88-a8e5-d546e2fe0ed7",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "“… Unless Patch can come up with a new, performance-based product that can drive people into the advertisers’ stores, their business model isn’t going to work and it won’t succeed….” — Former senior Patch employee, March 2012",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd953-5376-7749-9ecd-4dbad89870d2",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.3,
        "x": 0.08,
        "y": 0.71
      },
      "kind": "source-note",
      "text": "– Former senior Patch employee, March 2012(1)",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "21d79add-6484-4be5-8a2a-0e358951851b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.84,
        "x": 0.08,
        "y": 0.12
      },
      "kind": "title",
      "text": "We believe the Patch business model is flawed and will not succeed",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "bb0666a1-b09b-4a31-8a6c-f36b69fb7053",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "argument-from-analogy",
      "slug": null,
      "matchId": "2e186c41-782c-4cf3-b37e-ba57952cf389",
      "evidence": "Uses expert testimony to validate the argument against the business model.",
      "confidence": 0.7
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 82,
      "from": 7,
      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
      "matchId": "5f7759ea-34c0-4890-95eb-4e615002289f",
      "evidence": "The document highlights the costs of inaction and the need for change in AOL's operations and strategy",
      "position": 0,
      "objective": "Highlight the costs of inaction and the need for change",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.8,
      "description": "Quantify what happens if the audience does nothing"
    },
    {
      "to": 40,
      "from": 13,
      "name": "The Reveal",
      "slug": "05-the-reveal",
      "bestFor": "Product launches, strategic pivots, unexpected findings",
      "matchId": "72c3326c-e9da-478f-9331-9b5ff9d74c6d",
      "evidence": "The document reveals the truth about AOL's Display business and Patch, highlighting inefficiencies and losses",
      "position": 1,
      "objective": "Reveal the truth about AOL's Display business and Patch",
      "structure": "Setup the Question -> Build Suspense -> The Big Reveal",
      "confidence": 0.7,
      "description": "Build mystery and anticipation, then deliver a surprising or powerful conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}