HMI 2022 Sales to Date Opinion8 Feb 2022 14:34
Afternoon everyone,
My tuppence worth on the sales debate.
"We are running at multiples of our forecast for sales."
This is not about multiples to 2021 or indeed 2020 and so comparisons to those events (which as a comparative year for most businesses is of little use given the influences Covid brought). This is about sales progress in the first 6 weeks compared to what management expected it needed to achieve in order for the FY2022 result to come in at c. 150,000tpa.
A debate can be had about the timing of sales and customers bringing forward orders to lock in prices. That's fair but difficult to measure. What is known is that HMI management is signalling strong early sales that at the very least represent multiples of their forecasts across the first c. 6 weeks of the year. The CEO even went as far as stating "50x where we expected to be" after 6 weeks.
So for me as an investor that builds in plenty of slack on a risk-reward basis.
That said if we do insist on playing around with the known figures then the following can be considered.
In 2020 HMI did 3,334t sales for a final outcome of 54,155t. So Q1 contribution = 6.2%
In 2021 HMI did 8,872t for a final outcome of c. 85,000t. Q1 contribution = 10.43%
At 87t in Jan 2020 that represented 2.6% of total Q1 2020 sales. January 2021 isn't available
Given the uplift in forecast sales for 2022, it is more likely that HMI management has (at the very least) employed something around the 2021 Q1 contribution to total sales (10.4%) rather than going backwards and using 2020 at 6.2%.
If so then 2022 would be expected to deliver 15,600t of sales at 10.4% of the total 150,000t sales. At the 2020 2.6% contribution rate, January would therefore be expected to deliver 405t of sales. Remember HMI talked about the first 6 weeks of sales and not just January. But January is at least a start. But it should be noted that at 6 weeks the pattern has continued to almost the mid Q1 point.
If January was set at c. 405t and is running at the CEO's 50x claim then we are talking 20,250t for January alone in 2022.
Even if we simply take the Q1 2021 8,872t figure and apply for the 2.6% allowance then it would be a management forecast of c. 231t which generates 11,550t for January alone at 50x. But I cannot see how the January forecast can tie into 2021 when the overall forecast is 87.5% higher.
I also take the 50x with a pinch of salt until more documented info is known but it is such a high multiplication figure that a good percentage of it must be relevant and so allowed for. Especially as 'multiples' was clearly stated and he is I believe marked down as the accountant.
None of this assures a final number but what it does is support is a substantial uplift in sales being achieved and as we approach Q1 update I expect the market to start to factor that possibility in.