{
  "docId": "019f6b8f-5b47-7109-8306-e799a04583ce",
  "docSlug": "jarvis-retina-pitch-deck",
  "documentTitle": "Retina Pitch Deck",
  "authorId": "retina-pitch-deck",
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  "documentKindSlug": "pitchdeck",
  "documentKindLabel": "Pitch deck",
  "sourceTypeSlug": "investor_relations",
  "sourceTypeLabel": "Investor relations",
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  "pageNumber": 2,
  "pageCount": 12,
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  "slideType": "pain_points",
  "function": "frame_problem",
  "density": "dense",
  "nDataPoints": 2,
  "notes": "Uses a LTV distribution curve to demonstrate the 'average' fallacy.",
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  "slideHref": "/slides/019f6b8f-5b47-7109-8306-e799a04583ce/2",
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      "kind": "callout",
      "text": "Intersection point reveals 45% of customers are unprofitable",
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      "kind": "callout",
      "text": "Plot a line for average customer acquisition cost",
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      "kind": "callout",
      "text": "Plot each customer's LTV from lowest to highest",
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      "text": "LTV distribution curve",
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      "kind": "image",
      "text": "Emad Hasan",
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      "kind": "quote",
      "text": "I experienced this first-hand when I was running merchant analytics at PayPal. Companies get away with a large unprofitable customer base because they look at profitability in aggregate",
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      "kind": "title",
      "text": "At most companies, 30-50% of customer base is lifetime unprofitable but companies overlook this because they look at averages",
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      "evidence": "Visualizing LTV distribution vs average cost",
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      "evidence": "The deck identifies the problem of companies overlooking unprofitable customers and focusing on averages.",
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      "parentBeatName": "Complication",
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  "loops": [
    {
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      "name": "Cost Of Inaction",
      "slug": "27-cost-of-inaction",
      "bestFor": "Urgent budget requests, compliance, risk mitigation",
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      "evidence": "The deck highlights the $1.2T of customer-level spend that can be optimized, implying a cost of inaction.",
      "position": 0,
      "objective": "What is the cost of inaction for companies not optimizing their customer-level spend?",
      "structure": "The Status Quo -> The Hidden Costs Accumulating -> The Future State of Inaction -> The Tipping Point",
      "confidence": 0.7,
      "description": "Quantify what happens if the audience does nothing"
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