{
  "docId": "019dd923-622b-71dc-a6da-e7b68bedf507",
  "docSlug": "42871e2cc2e7",
  "documentTitle": "Green Mountain Coffee Roasters (GMCR)",
  "authorId": "04_Greenlight_Capital",
  "authorName": "David Einhorn",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2011-10-17 00:00:00",
  "orientation": "portrait",
  "aspectRatio": 0.77272725,
  "pageNumber": 19,
  "pageCount": 110,
  "prevPage": 18,
  "nextPage": 20,
  "slideType": "key_messages",
  "function": "establish_context",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses quotes from management and external commentators to build a narrative around the company's valuation thesis.",
  "elementsJson": [
    "headline_text",
    "bullet_list",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6da-e7b68bedf507/19",
  "deckHref": "/decks/019dd923-622b-71dc-a6da-e7b68bedf507",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6da-e7b68bedf507.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6da-e7b68bedf507#slide-19",
  "components": [
    {
      "bbox": {
        "h": 0.48,
        "w": 0.86,
        "x": 0.07,
        "y": 0.22
      },
      "kind": "list",
      "text": "GMCR claims to be a technology company\n\"We are a technology company with a host of patents\" (1)\n\"I would define our company today as really a single serve beverage company that is sitting on top of this magnificent technology, call it disruptive technology platform\" (2)\nJim Cramer called GMCR an \"ETF on the rapid-growing single-serve market\" (3)\n\"We are the iPod of coffee\" (4)",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "5409c8e3-763a-4bea-af4c-e6a4ecbd5e84",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "\"We are a technology company with a host of patents\" — Fran Rathke, GMCR CFO; \"I would define our company today as really a single serve beverage company that is sitting on top of this magnificent technology, call it disruptive technology platform\" — Larry Blanford, GMCR CEO; \"ETF on the rapid-growing single-serve market\" — Jim Cramer; \"We are the iPod of coffee\" — GMCR Management.",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd952-fb96-7553-b1ce-2b56c7c7b7db",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.5,
        "x": 0.05,
        "y": 0.84
      },
      "kind": "source-note",
      "text": "1. Fran Rathke, GMCR CFO – conference on March 15, 2011\n2. Larry Blanford, GMCR CEO – conference on August 10, 2011\n3. http://www.madmoneyrecap.com/madmoney_nightlyrecap_110629_3.htm\n4. Greenlight conversation with GMCR management",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f6ce06bd-4ae8-49af-92d3-8757da288aba",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.115,
        "w": 0.293,
        "x": 0.101,
        "y": 0.078
      },
      "kind": "title",
      "text": "Bull Case",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "149927d2-62da-4427-9b44-997920ece4f3",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [],
  "arcBeats": [],
  "loops": [
    {
      "to": 110,
      "from": 15,
      "name": "The Reveal",
      "slug": "05-the-reveal",
      "bestFor": "Product launches, strategic pivots, unexpected findings",
      "matchId": "3d366bd3-0742-4ca7-a1dd-2e8ed1e5341f",
      "evidence": "The presentation builds up to a conclusion that contradicts the bull case",
      "position": 0,
      "objective": "Reveal the truth about GMCR's business",
      "structure": "Setup the Question -> Build Suspense -> The Big Reveal",
      "confidence": 0.8,
      "description": "Build mystery and anticipation, then deliver a surprising or powerful conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}