Join        Login             Stock Quote

Constant Contact: Groupon Without The Accounting Follies

 April 02, 2012 06:25 PM

Author: Barry Randall, Crabtree Asset Management
Covestor model: Crabtree Technology

In the field of comedy, there is something called "a gift." It's a person or event that seems to provide an endless stream of material, a mother lode of comedy gold. Like Newt Gingrich. Or Octo-mom. Or Lindsay Lohan.

In the world of investing, Groupon (GRPN) is our gift. From the video of its CEO Andrew Mason doing yoga in his underwear to the company inventing a brand new accounting metric ("Adjusted Consolidated Segment Operating Income"?), Groupon has consistently offered up brightly wrapped nuggets of fun and happiness to the often dry and drab world of business.

[Related -Groupon Inc. (GRPN): B. Riley Lowballing with $9 Target?]

And on Friday, March 30, Groupon gift-wrapped yet another box of joy, a restatement of their financial performance in their fourth quarter, which ended three full months ago, and which was originally reported in mid-February. The specifics are pretty dry, but the bottom line is that, a) the company should have accounted for a higher level of refunds; b) revenue was therefore lower; c) the reported net loss was therefore larger and d) the whole mess shows their internal accounting controls are (still) lacking. That they released this information late on a Friday, after the market close, was the equivalent of a flashing "APPLAUSE" sign in the sky.

The really funny thing is, however, that such shenanigans aren't really Groupon's biggest weakness. We'll get to that, but not before acknowledging the company's status as the undisputed king of the Daily Deal marketing segment. Groupon's market share is twice that of its nearest rival, LivingSocial. And it has a vast number of "subscribers," to whom it sends deep-discount coupons on behalf of merchants looking to drive traffic and repeat business.

[Related -Groupon Inc (GRPN) Q4 Earnings Preview: What To Watch?]

Merchants remain attracted to Groupon because they (e.g., restaurants, hair salons, skateboard parks) don't have the marketing resources to run such promotions. Moreover, because Groupon charges only for a percentage of the deal, the deal is only a variable, rather than a fixed cost. If it works, great, but if it doesn't, the merchant isn't incurring any ongoing expense of an ineffective marketing department.

A Groupon "subscriber" is merely someone who's added their email to Groupon's mailing list. And as of the end of December, Groupon claimed to have 170 million such subscribers. This immense number is the carrot that Groupon dangles in front of merchants, many of which only haphazardly collect and utilize email and contact information from their own customers.

But really, how valuable is Groupon's subscriber list? Since they spent over $400 million to acquire all those email addresses, I guess you could say they're pretty valuable.

Next Page >>123
iOnTheMarket Premium


Post Comment -- Login is required to post message
Alert for new comments:
Your email:
Your Website:

rss feed

Latest Stories

article imageIntegrated Device Technology Inc. (IDTI) Q1 Earnings Preview: Another Beat and Pop?

Integrated Device Technology Inc. (NASDAQ:IDTI) will issue first quarter 2015 financial results on July 28, read on...

article imageHerbalife Ltd. (NYSE:HLF) Q2 Earnings Preview: The Potential To Shock?

Herbalife Ltd. (NYSE:HLF) will release its second quarter 2014 financial results after the close of trading read on...

article imageHealth Net, Inc. (HNT): Potential to Be Huge Winners Says Bank of America

As of this keystroke, Health Net, Inc. (NYSE: HNT) shares are up around 4% on the day. The managed health read on...

article imageHomeAway, Inc. (AWAY) Q2 Earnings Preview: Top and Bottom Line Bullish Surprise?

HomeAway, Inc. (NASDAQ:AWAY) will report its financial results for the second quarter ended June 30, 2014 read on...

Popular Articles

Daily Sector Scan
Partner Center

Fundamental data is provided by Zacks Investment Research, and Commentary, news and Press Releases provided by YellowBrix and Quotemedia.
All information provided "as is" for informational purposes only, not intended for trading purposes or advice. iStockAnalyst.com is not an investment adviser and does not provide, endorse or review any information or data contained herein.
The blog articles are opinions by respective blogger. By using this site you are agreeing to terms and conditions posted on respective bloggers' website.
The postings/comments on the site may or may not be from reliable sources. Neither iStockAnalyst nor any of its independent providers is liable for any informational errors, incompleteness, or delays, or for any actions taken in reliance on information contained herein. You are solely responsible for the investment decisions made by you and the consequences resulting therefrom. By accessing the iStockAnalyst.com site, you agree not to redistribute the information found therein.
The sector scan is based on 15-30 minutes delayed data. The Pattern scan is based on EOD data.