{
  "docId": "019dd923-622b-71dc-a6da-eab730ee09ab",
  "docSlug": "d705389771f5",
  "documentTitle": "athenahealth, Inc. (ATHN)",
  "authorId": "04_Greenlight_Capital",
  "authorName": "David Einhorn",
  "documentKindSlug": "conference-presentation",
  "documentKindLabel": "Conference presentation",
  "sourceTypeSlug": "activist_investor",
  "sourceTypeLabel": "Activist investor",
  "presentationDate": "2014-05-05 00:00:00",
  "orientation": "portrait",
  "aspectRatio": 0.77272725,
  "pageNumber": 31,
  "pageCount": 66,
  "prevPage": 30,
  "nextPage": 32,
  "slideType": "expose_contradiction",
  "function": "expose_contradiction",
  "density": "dense",
  "nDataPoints": 0,
  "notes": "The slide uses a metaphor-analogy framework to debunk a competitor's positioning.",
  "elementsJson": [
    "headline_text",
    "photo",
    "paragraph"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-622b-71dc-a6da-eab730ee09ab/31",
  "deckHref": "/decks/019dd923-622b-71dc-a6da-eab730ee09ab",
  "deckJsonHref": "/decks/019dd923-622b-71dc-a6da-eab730ee09ab.json",
  "deckAnchorHref": "/decks/019dd923-622b-71dc-a6da-eab730ee09ab#slide-31",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "When a store adds a website, it does not magically become a \"cloud-based retailer\".",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd953-3f40-73bb-a608-4137b51b1e83",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.28,
        "w": 0.344,
        "x": 0.328,
        "y": 0.16
      },
      "kind": "image",
      "text": "Cartoon of a man launching a server into the sky with a slingshot.",
      "attrs": null,
      "subkind": "illustration",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "e71898c2-5ef7-45a7-89bf-3c5560b43e2a",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.25,
        "w": 0.75,
        "x": 0.13,
        "y": 0.48
      },
      "kind": "paragraph",
      "text": "Jonathan Bush likes to compare athena to Amazon. And he believes that because athena’s customers access the software through a web-based portal, athena is a cloud company “just like amazon.” When a store adds a website, it does not magically become a “cloud-based retailer”. Likewise, when my bank allows me to check my account balance online, it does not suddenly become a “cloud-based financial institution”.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ace94be3-625c-4104-b969-67a0ff6da27b",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "quote",
      "text": "\"YOU'RE PRETTY NEW TO CLOUD STORAGE, AREN'T YOU?\" — Cartoon caption",
      "attrs": null,
      "subkind": null,
      "toolName": "Authority citation",
      "toolSlug": "authority-citation",
      "confidence": null,
      "componentId": "019dd953-3f40-73bb-a608-4685dee6c319",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.02,
        "w": 0.45,
        "x": 0.13,
        "y": 0.68
      },
      "kind": "source-note",
      "text": "Source: http://www.cartoonstock.com/cartoonview.asp?catref=mlyn2008",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "ba2c8634-bd0c-47af-8ee2-bd0e0b038c36",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.32,
        "x": 0.34,
        "y": 0.11
      },
      "kind": "title",
      "text": "Cloudy judgment",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "98a1d91b-c904-4312-949a-7a77ffc8ea59",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [],
  "frameworks": [
    {
      "name": "metaphor-analogy",
      "slug": null,
      "matchId": "3b147e0f-5b0f-4212-9102-6db3fbdd464e",
      "evidence": "Uses a cartoon metaphor and analogies (bank, retailer) to challenge a competitor's claim.",
      "confidence": 0.9
    }
  ],
  "arcBeats": [
    {
      "to": 66,
      "from": 25,
      "beatId": "6da4308a-36de-4167-a2e6-e90fac6c4e36",
      "arcName": "Overcoming the Monster",
      "arcSlug": "overcoming-monster",
      "beatName": "The Victory (Alternative perspective)",
      "beatSlug": "overcoming-monster-the-victory",
      "evidence": "Slides 25-66 present an alternative perspective on athenahealth's valuation and growth prospects",
      "position": 2,
      "confidence": 0.8,
      "parentBeatName": "Turn",
      "parentBeatSlug": "turn"
    }
  ],
  "loops": [
    {
      "to": 36,
      "from": 29,
      "name": "Iceberg",
      "slug": "10-iceberg",
      "bestFor": "Consulting, complex problem solving, organizational change",
      "matchId": "442661b4-5ee0-435d-bc70-8fbdde4d51dc",
      "evidence": "Slides 29-36 discuss the unsupported assumptions and flawed valuation",
      "position": 2,
      "objective": "Expose the unsupported assumptions driving the valuation",
      "structure": "The Symptom (Visible) -> The System (Hidden) -> The Root Cause",
      "confidence": 0.7,
      "description": "Reveal that the visible problem is merely a symptom of a deeper root cause"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}