{
  "docId": "019de072-1f6e-7109-8d50-4e45b3936efe",
  "docSlug": "033864d6d616563cf5318ae3626e6da2",
  "documentTitle": "Blackwells Capital | Activist Presentation Deck | 65 slides",
  "authorId": "blackwells-capital",
  "authorName": "Blackwells Capital",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2022-02-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 12,
  "pageCount": 65,
  "prevPage": 11,
  "nextPage": 13,
  "slideType": "comparison_table",
  "function": "compare_peers",
  "density": "balanced",
  "nDataPoints": 6,
  "notes": "Uses a 'disruptor' framework to validate Peloton's business model by analogy to other industries.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de072-1f6e-7109-8d50-4e45b3936efe/12",
  "deckHref": "/decks/019de072-1f6e-7109-8d50-4e45b3936efe",
  "deckJsonHref": "/decks/019de072-1f6e-7109-8d50-4e45b3936efe.json",
  "deckAnchorHref": "/decks/019de072-1f6e-7109-8d50-4e45b3936efe#slide-12",
  "components": [
    {
      "bbox": {
        "h": 0.2,
        "w": 0.35,
        "x": 0.05,
        "y": 0.35
      },
      "kind": "list",
      "text": "Convenience: Unlimited fitness classes anytime, anywhere, on any device; Nearly 1,000 new classes per month: cycling, running, strength training, bootcamp, stretching, yoga and meditation",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4de7d7ca-5f43-40d4-8d5a-b710fee44f78",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.2,
        "w": 0.35,
        "x": 0.05,
        "y": 0.6
      },
      "kind": "list",
      "text": "Cost: Entire household for $39.00 per month compares favorably to ~$300 per month per person for boutique fitness classes; Financing program for bikes and treadmills unlocks demand",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c3fc0726-992c-4664-87d5-360bd6469be6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.35,
        "x": 0.05,
        "y": 0.2
      },
      "kind": "paragraph",
      "text": "Peloton's disruptive business model fundamentally improves the fitness experience across two key variables: Convenience and Cost",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9d8f9b60-d9d0-49b5-80fc-a7575a62f9f5",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.15,
        "x": 0.17,
        "y": 0.95
      },
      "kind": "source-note",
      "text": "Source: Company website and Company filings.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "a84d43da-7e65-4d89-9535-405c26c89a1e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.6,
        "w": 0.5,
        "x": 0.45,
        "y": 0.2
      },
      "kind": "table",
      "text": "Global Digital Disruption table comparing Movies, Video Games, Music, Books, and Fitness across Disrupted and Disruptor categories.",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "17919d7b-45c6-4d1d-a884-3e64297635f8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.9,
        "x": 0.05,
        "y": 0.05
      },
      "kind": "title",
      "text": "DISRUPTIVE BUSINESS UPENDING TRADITIONAL HEALTH & FITNESS MODELS",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "b88c030e-2bcc-4c2a-90f2-d83e57b32871",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "2x2 matrix",
      "slug": "matrix-2x2",
      "agent": null,
      "layer": "slide",
      "matchId": "643317dd-9973-45d1-90a3-f5114e81c783",
      "evidence": "Although not a perfect 2x2 matrix, the comparison table implies a 2x2 structure by comparing two key variables.",
      "confidence": 0.5
    },
    {
      "name": "Comparison frame",
      "slug": "comparison-frame",
      "agent": null,
      "layer": "slide",
      "matchId": "70e4fe44-df1d-4a86-80c6-5b144659517c",
      "evidence": "The slide compares Peloton's business model to traditional health & fitness models across convenience and cost.",
      "confidence": 0.7
    }
  ],
  "frameworks": [
    {
      "name": "disruptive-innovation",
      "slug": null,
      "matchId": "f0527a42-674c-4220-b336-b0b2a4f9f8a9",
      "evidence": "Comparison of industry incumbents vs digital disruptors",
      "confidence": 0.9
    }
  ],
  "arcBeats": [],
  "loops": [
    {
      "to": 65,
      "from": 1,
      "name": "Golden Circle",
      "slug": "11-golden-circle",
      "bestFor": "Visionary leadership, brand positioning, mission statements",
      "matchId": "74a923c7-9706-414c-a2cd-ac4acf730c75",
      "evidence": "The document presents a clear and detailed critique of Peloton's management and governance",
      "position": 1,
      "objective": "To present a clear call to action",
      "structure": "The Why (Belief) -> The How (Process) -> The What (Result)",
      "confidence": 0.7,
      "description": "Invert the typical pitch by starting with why you exist, rather than what you do"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}