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  "docSlug": "42871e2cc2e7",
  "documentTitle": "Green Mountain Coffee Roasters (GMCR)",
  "authorId": "04_Greenlight_Capital",
  "authorName": "David Einhorn",
  "documentKindSlug": "conference-presentation",
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  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2011-10-17 00:00:00",
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  "pageNumber": 22,
  "pageCount": 110,
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  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 3,
  "notes": "This slide presents a contrarian view on market size, likely part of a short-selling thesis.",
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      "text": "The opportunity is smaller than the bulls believe",
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      "kind": "disclaimer",
      "text": "1. Greenlight estimate through June 30, 2011\n2. GMCR presentation given at conference on August 10, 2011 (data as of June 2011)",
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      "text": "The addressable market is smaller\nThe penetration is greater\nEstimated installed base of >10.5M household brewers (1)\n20,000 retail points of distribution (2)\n15,200 supermarket points of distribution (2)\nThe attachment rate, or estimated daily K-cup consumption per brewer, is smaller and declining",
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      "text": "Market Opportunity",
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      "name": "The Reveal",
      "slug": "05-the-reveal",
      "bestFor": "Product launches, strategic pivots, unexpected findings",
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