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  "docSlug": "ecb6f6c63e11",
  "documentTitle": "Dollarama Inc. (DOL)",
  "authorId": "54_Spruce_Point_Capital",
  "authorName": "Ben Axler",
  "documentKindSlug": "activist-deck",
  "documentKindLabel": "Activist deck",
  "sourceTypeSlug": "short_seller",
  "sourceTypeLabel": "Short seller",
  "presentationDate": "2018-10-31 00:00:00",
  "orientation": "landscape",
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  "pageNumber": 28,
  "pageCount": 53,
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  "slideType": "competitive_analysis",
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  "notes": "Uses a visual comparison of store aesthetics and pricing models to frame Dollarama as the 'worst of both worlds'.",
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      "kind": "callout",
      "text": "Dollarama: Looks like Dollar Tree, priced like Miniso. I'll pass!",
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      "kind": "callout",
      "text": "Dollar Tree: No need for price tags, everything's $1!",
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      "text": "Miniso: Clean and modern, but cheap",
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      "kind": "callout",
      "text": "Dollarama has all the character of an old, tired dollar store, but without the dollar prices.",
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      "text": "Miniso store interior and exterior",
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      "text": "Dollarama store interior",
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      "text": "Dollar Tree store exterior and products",
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      "kind": "paragraph",
      "text": "Dollar Tree has maintained its reputation as a true dollar store: nothing is priced higher than C$1.25 ($1 in the US)\nMiniso has developed a reputation as a \"nicer\" discount retailer: items can cost up to C$25, but the environment is cleaner and more modern, and products are of better quality (but you can still get a dollar-level deal – most products are priced under C$10)\nDollarama has all the character of an old, tired dollar store, but without the dollar prices.\nWho will shop there unless management invests in store updates rather than opening new stores?\nValue-driven customers are by definition not loyal customers!",
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      "kind": "title",
      "text": "Caught Between The Competition: How Will Dollarama Fit In?",
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