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https://www.marketingweek.com/eve-ceo-growth-budget/

Someone kindly shared this article following an interview with CC regarding investing in marketing and branding which I'll thought i'll repost. It is quite clear to me that CC will want more money to do more with the brand in the long-term. Some comments highlighted below:

“A tight budget will make you more efficient and therefore more able to drive effectiveness tightly, but if you add more money you could do more."

"businesses should not ignore the opportunity cost of failing to invest in their brand, warns Eve Sleep CEO Cheryl Calverley."

Besides, during the investors meeting in the recent TU, CFO, Tim and CC both mentioned they will put more effort to join investor roadshows to speak with new investors which to me clearly implies ideas for raising more capital from professional investors & IIs. For any new and existing investors, this is definitely a consideration...

A big BUT... I do believe this company has been oversold at 5mil market cap, with 4 mil cash in bank and over 60+ million raised and already invested in the company and a stellar CEO and team, IMO the company will eventually turn a profit sooner or later.. hopefully sooner. IMO, DYOR.

CC's statement sounds like long-term commitment to Eve Sleep which is good reassurance. Does anyone have the video link to the interview? Would be interesting to watch.

On the one hand 5mil market cap looks like a bargain for this company, but... I am concerned for the following reasons:
- Fund raise: We may be needing more money via a significant discounted rights issue to raise sufficient cash to fund CC's big ambitions for this company. The dilution concerns is a problem as cash in bank continues to be erode.
-Inflation: Cost inflation in supply-chain, from logistics/shipping, raw materials, costs, wage increase etc.
-Interest rates raise
-War

The last 3 reasons could hit consumer spending and confidence. Which is why I am concerned this stock is becoming a value trap. A takeover is possible... but it's a Pie In The Sky idea only until it happens.

IMO, DYOR.

Eve ranked top of the mattress page. All five of Eve mattresses shown at the very top of the very first page... what a compliment and it shows DFS is very keen on the Eve Sleep brand. Hope this will drive sales for DFS and Eve Sleep. Great start to the year.

Yes 2022 seems a lot of headwind and uncertainty with the war and inflation expected to hit consumers. But with 4 mil in bank, it values the brand equity at modest levels...

Note the company which has already raised and invested around £50-60 million to where it is today, with strong brand recognition, systems and management. With around 27 million in sales per year and a solid strategy going forward to turn around this company. I believe the company is worth a lot more than it's current value. Just hoping some bigger players finds this gem.

I do think it's about time for consolidation in this industry... this fierce competition and all year round discounting is not really sustainable. IMO, DYOR.

Nice one! THanks

@Wyn-What's your opinion and technical analysis on the current SP movement. Alway like reading your assessment :)

I agree Wyn. It would make a lot of sense of DFS to acquire EVE IMO. If DFS wants to push in to the new bed category then it will need a strong anchor brand like Eve Sleep to attract customers rather than selling me2 products. I think DFS are probably testing waters to see how well Eve mattresses sell on their platform. IMO, DYOR.

Glad to see this rally back to 3p... Hope the momentum continues this week. GLA!

Back in on Scancell. I have been monitoring scancell for a while now having previously sold. the drop looks over done I guess mainly influence by wider biotech sell in the UK and also possible influence from SNG.

13p now looks like a very attractive entry and I'll be looking to add more depending on how the share price unfolds over the coming weeks and months. GLA, IMO.

Are we bottoming? Seems we have an uptick of buys the past 2 days... recovering to 2p from 1.7p. Hopefully the recovery and trend continues to grow.

Yes- D-Gee - the entire market is horrible. FTSE down 2%. The Macro outlook is not looking rosey atm. With inflation rising (like energy prices, fuel, logistics etc) and interest rates expected to hike. Consumer spending gonna be a bit tighter. Markets are going to continue to be volatile at current times.

-4.5mil in bank excl. inventory
- 5 mil market cap.
= Enterprise value of 500k
The company over the years has raised in excess of approx. £60+ million to invest to where the brand is today. With solid management team and strategy in place, IMO I believe the company is significantly undervalued... Hope to see some new investors who also think it's a bargain at current market cap and invest in Eve over the long-term. IMO DYOR.

When does the selling stop. I hope it's not someone in the know about a significantly discounted rights issue... getting a bit ridiculous.

Agree Wyn... without any fault of the management, Eve sleep is operating in a extremely competitive market. There is only so much you can do even with CC being a super women. You're right about cut throat... I am hoping for a takeover and consolidation in this sector is ripe. I think a good fit would be Nectar and Eve Sleep, both the underdog in the UK market with 1 yr trial, and could do with some synergies and scale cost benefits. IMO, DYOR.

I think if Eve wants to portray a premium brand, I think it should also stock SILK beddings… IMO it’s a winner. Would be great if someone could help email this odes on to Eve team to consider.

Thanks for sharing as usual D-Geeman. Insightful numbers...January looking good. Hopefully the momentum continues.

From my previous experience, most CEO's do not pre-announce a rights issue until confirmed the terms of the funding with IIs. This is so they have more power at the negotiation table. If they reveal their cards and show they desperately need cash, then it is not likely they are not going to get a good deal (need to show they are willing to walk away from a bad deal) so they will obviously say they have enough cash in 2022 and do not need it but of course they would like more cash in the bank to spend if possible to fuel and accelerate CCs ambitions for Eve Sleep. In her previous article, she mentioned... cost cutting only helps with efficiencies but essentially you still need to invest cash for growth. And it's clear from CC that Eve needs to surpass £30m to start to show sustained profit and you need cash to do that.

IF a rights issue does happen... then the terms of the fund raise and typical discount (occasionally premium although unusual... ) is up to the board to negotiate and decide; and it is usually out of the control of retail investors like us... until much later when all shareholders are asked to vote to go ahead or not with the terms of the rights issue. IMO, DYOR...

As CC mentioned in the recent trade update, they are now going to make more efforts to look for institutional investors to diversify the investor base with currently mostly retail investors. So I think the market is currently pricing in a rights issue/ capital raise which tends to be at a discount. IMO, DYOR.

The broker and TU is expecting further group losses this year with continued investment in marketing and growth. And with the current cash reserves getting eroded, the cash in bank is not sufficient for driving sustained growth compared with competitors. Seems Cc hinted target of £30m+ in sales to see profit figure.

DGP123- i think they are outsourcing part of their IT services to Bangalore cos it is cheaper rather than expanding to India. If they were expanding to India, they would have likely to mention in previous TU considering it is a massive strategic decision.

Agree with u D-Geeman. No matter how tough and competitive a traditional industry like Mattresses and other sleep products. There are good businesses and bad businesses. And especially Eve is an online play and the trend is still heading that way, so Eve still has some opportunities although a bit challenging.

DGU123- Yes I also got a bit carried away with CC's charisma and forecast also before TU. I think need to lower my expectations going forward so I am prepared for the possible outcomes of not delivering according to her ambitions. But I still have confidence in her ability over the longer-term. IMO,DYOR.