{
  "docId": "019de072-78cb-7649-9a57-099c1a639af0",
  "docSlug": "9c88b927c456379c98095f4bf3408c22",
  "documentTitle": "Blackwells Capital | Activist Presentation Deck | 71 slides",
  "authorId": "blackwells-capital",
  "authorName": "Blackwells Capital",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2022-04-01 00:00:00",
  "orientation": "landscape",
  "aspectRatio": 1.7777778,
  "pageNumber": 46,
  "pageCount": 71,
  "prevPage": 45,
  "nextPage": 47,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "dense",
  "nDataPoints": 10,
  "notes": "Uses a CEO quote to highlight the lack of strategic rigor in current pricing.",
  "elementsJson": null,
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019de072-78cb-7649-9a57-099c1a639af0/46",
  "deckHref": "/decks/019de072-78cb-7649-9a57-099c1a639af0",
  "deckJsonHref": "/decks/019de072-78cb-7649-9a57-099c1a639af0.json",
  "deckAnchorHref": "/decks/019de072-78cb-7649-9a57-099c1a639af0#slide-46",
  "components": [
    {
      "bbox": {
        "h": 0.25,
        "w": 0.4,
        "x": 0.55,
        "y": 0.0017
      },
      "kind": "chart",
      "text": "What is the most you would be willing to pay for a subscription?",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "33935954-38b6-43ed-9827-80ca89a223cc",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.4,
        "x": 0.55,
        "y": 0.0052
      },
      "kind": "chart",
      "text": "If you would cancel at a specific price, what is the most you would be willing to pay for a subscription?",
      "attrs": null,
      "subkind": "bar-vertical",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9358facb-b70d-43d7-b996-0a4416111350",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.46,
        "x": 0.03,
        "y": 0.0038
      },
      "kind": "list",
      "text": "Management at Peloton has seemingly been far behind the curve in utilizing data for pricing and product optimization. Blackwells' market research indicates that Peloton could raise subscription prices substantially. Nearly 80% of existing Peloton owners surveyed indicated that they would continue paying their Connected Fitness subscription no matter the price. Of those that indicated price sensitivity, the average price at which they would consider canceling was 33% higher than the current Connected Fitness subscription price",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "4e8baca1-0e78-466d-980a-e82ff6852a3d",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.46,
        "x": 0.03,
        "y": 0.00165
      },
      "kind": "paragraph",
      "text": "Peloton's access to proprietary data can be utilized to accurately determine market-driven and demographic-based pricing models and help determine the optimal portfolio of Peloton product/service offerings",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "df3b9f93-3228-4794-a5b6-6e94c6ea8ee8",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.15,
        "w": 0.3,
        "x": 0.18,
        "y": 0.0075
      },
      "kind": "quote",
      "text": "We love the $39 price point. We did no research on it. I picked the number...",
      "attrs": null,
      "subkind": "pull-quote",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "aa7f3677-3540-4b2e-9dd3-bd4c16dcd190",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.03,
        "w": 0.4,
        "x": 0.17,
        "y": 0.0095
      },
      "kind": "source-note",
      "text": "Source: Bespoke Market Intelligence April 2022 and December 2021 Peloton Surveys. (1) Source: CEO John Foley at Barclays Global Technology, Media, and Communications Investor Conference, December 11, 2019.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "3f167e3a-d869-46e0-8af0-a38488784cc9",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.035,
        "w": 0.508,
        "x": 0.246,
        "y": 0.065
      },
      "kind": "title",
      "text": "OPTIMIZE PRICING AND PRODUCT OFFERING",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e480b5dc-4535-4e4f-a61f-26aad949bd60",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Anchoring Bias",
      "slug": "anchoring-bias",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "081c3e9d-b042-4791-b54d-4b0e61923ade",
      "evidence": "chart/bar-vertical: If you would cancel at a specific price, what is the most you would be willing to pay for a subscription?",
      "confidence": 0.6
    }
  ],
  "frameworks": [
    {
      "name": "ceo-quote-contradiction",
      "slug": null,
      "matchId": "3c134f6c-abbe-4e9d-93fb-b4d23fbba633",
      "evidence": "Contrasts CEO's admission of no research with market data showing pricing power.",
      "confidence": 0.95
    }
  ],
  "arcBeats": [
    {
      "to": 63,
      "from": 34,
      "beatId": "daa81438-c572-45aa-848b-029c0c1080c4",
      "arcName": "Problem-Agitate-Solution",
      "arcSlug": "problem-agitate-solution",
      "beatName": "Solution & Approach",
      "beatSlug": "consultants-gambit-solution-approach",
      "evidence": "The deck proposes a sale to a strategic acquirer as the best option for shareholders",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 49,
      "from": 41,
      "name": "Pareto Focus",
      "slug": "50-pareto-focus",
      "bestFor": "Resource allocation, problem prioritization, efficiency improvements",
      "matchId": "e7fe3411-4168-493d-9407-7525ce93ca75",
      "evidence": "The deck highlights key areas for improvement and proposes a focused solution",
      "position": 2,
      "objective": "Focus on key areas for improvement",
      "structure": "The Full Distribution -> The Vital Few (20%) -> The Trivial Many (80%) -> Focus Recommendation",
      "confidence": 0.6,
      "description": "Show that 80% of results come from 20% of causes to drive prioritization"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}