{
  "docId": "019dd923-622c-750b-8b99-6874fa144d61",
  "docSlug": "addbfd9bdf8e",
  "documentTitle": "Rollins Inc. (ROL)",
  "authorId": "54_Spruce_Point_Capital",
  "authorName": "Spruce Point Capital Management",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "short_seller",
  "sourceTypeLabel": "Short seller",
  "presentationDate": "2023-10-04 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.3333334,
  "pageNumber": 26,
  "pageCount": 89,
  "prevPage": 25,
  "nextPage": 27,
  "slideType": "quote_slide",
  "function": "illustrate_case",
  "density": "dense",
  "nDataPoints": 6,
  "notes": "The slide uses a Q&A format to present expert testimony on industry dynamics.",
  "elementsJson": [
    "headline_text",
    "callout_box",
    "data_table",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622c-750b-8b99-6874fa144d61/26",
  "deckHref": "/decks/019dd923-622c-750b-8b99-6874fa144d61",
  "deckJsonHref": "/decks/019dd923-622c-750b-8b99-6874fa144d61.json",
  "deckAnchorHref": "/decks/019dd923-622c-750b-8b99-6874fa144d61#slide-26",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Your cost per lead over the past 5 years has probably quadrupled. D2D would cost you 55%-70% of first year revenue, but a Google lead would cost 25%. But now Google is starting to get to 50%-60% so now there’s almost an indifference point.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd953-70f2-7016-81d1-4080a7d370e9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.07,
        "w": 0.96,
        "x": 0.02,
        "y": 0.17
      },
      "kind": "paragraph",
      "text": "We interviewed a pest control industry expert with decades of experience. We gained valuable insights on the state of door-to-door sales, inflation and pricing, and marketing conditions.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1b257cd6-1547-4be0-a26c-f9d1f3320203",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "It’s extremely competitive. A D2D operation is extremely expensive. Your cost per lead over the past 5 years has probably quadrupled. D2D would cost you 55%-70% of first year revenue, but a Google lead would cost 25%. But now Google is starting to get to 50%-60% so now there’s almost an indifference point. The only difference is you can dial digital up and down with a budget. — Industry Expert",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd953-70f2-7016-81d1-44035a9642ad",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.15,
        "x": 0.02,
        "y": 0.97
      },
      "kind": "source-note",
      "text": "Source: Spruce Point Interview",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "73dd9693-c54d-4b35-b5fe-d5cf3cdb01b3",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.68,
        "w": 0.96,
        "x": 0.02,
        "y": 0.26
      },
      "kind": "table",
      "text": "Research Interview table containing Spruce Point questions and Industry Expert responses.",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "6714f5bd-26fc-4ddd-919a-7b7e0da5cd5c",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.4,
        "x": 0.31,
        "y": 0.05
      },
      "kind": "title",
      "text": "Expert Opinion On Industry Conditions",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0d136ffe-6b57-4091-b473-8caffbfe5711",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 40,
      "from": 21,
      "beatId": "df23f28d-c121-4997-8fb3-47bdda8341a9",
      "arcName": "Overcoming the Monster",
      "arcSlug": "overcoming-monster",
      "beatName": "The Monster",
      "beatSlug": null,
      "evidence": "The document presents various 'monsters' or challenges facing Rollins, including opaque financial reporting and potential accounting issues.",
      "position": 2,
      "confidence": 0.9,
      "parentBeatName": null,
      "parentBeatSlug": null
    }
  ],
  "loops": [],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}