{
  "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": 23,
  "pageCount": 110,
  "prevPage": 22,
  "nextPage": 24,
  "slideType": "market_sizing",
  "function": "size_opportunity",
  "density": "dense",
  "nDataPoints": 2,
  "notes": "The slide highlights a potential overestimation of the addressable market by GMCR.",
  "elementsJson": [
    "headline_text",
    "bullet_list",
    "footnote"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6da-e7b68bedf507/23",
  "deckHref": "/decks/019dd923-622b-71dc-a6da-e7b68bedf507",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6da-e7b68bedf507.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6da-e7b68bedf507#slide-23",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "However, only about 70% of the addressable market are regular coffee drinkers (2)",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd952-fb96-7553-b1ce-c8209423eb24",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.5,
        "w": 0.8,
        "x": 0.1,
        "y": 0.2
      },
      "kind": "list",
      "text": "Keurig already has widespread distribution and brand awareness\nGMCR claims the addressable market is the 90 million households that own a coffee maker (1)\nHowever, only about 70% of the addressable market are regular coffee drinkers (2)\nKeurig is an aspirational product priced above the premium end of the market",
      "attrs": null,
      "subkind": "bullet",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "8b66ee36-5449-4ef6-b579-9e5f0bd13927",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.1,
        "w": 0.9,
        "x": 0.05,
        "y": 0.85
      },
      "kind": "source-note",
      "text": "1. GMCR presentation given at conference on August 10, 2011\n2. GMCR presentation given at conference on August 11, 2010 (64M households drink 2+ cups of coffee per day of the 90M with a coffee maker)",
      "attrs": {
        "numbered": true
      },
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "1614a8e6-f2ec-447e-89f5-513958e2a667",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.08,
        "w": 0.4,
        "x": 0.1,
        "y": 0.07
      },
      "kind": "title",
      "text": "Market Opportunity",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "88f095e7-65e4-4d12-9080-4ce78f26a713",
      "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
}