RE: Large Funds ready to buy into Dark ?26 Jan 2022 13:23
Mr Anonymous contributor - A 90% Gross Margin is excellent, particularly if you parrot it often enough, but it is a figure sourced from a predominantly Marketing/Sales orientated company. It is unlikely to be a low margin business from the company "lines to take" perspective. You should be questioning the accuracy of this claim!
Out of a workforce of 1500, 60% are sales and marketing staff (source Guardian). They are part of the Cost of Sales i.e. they are part of the 10 % of sales, allocated in the Gross Margin calculation. Growth in customer numbers is impressive, but how does Dark define a customer. Churn rate is reducing, but how is it counted, is the value of customers acquired rising or falling - if the number of customers is rising significantly, is the churn-rate being massaged to show regular improvement.
I recall someone on the Board wanting a list of Dark customers. Come on think about it - please! Dark are simply not going to tell you or anyone else the identity of the big airline contract recently, or any other customer. The reasons why are so blindingly obvious. But, it is a 1000-flight a day airline, so that narrows it down to what 4 x US airlines, maybe 12 x World airlines in total. You cannot break this opaque facade, it is critical to Dark's product dynamics, reputation and sales. But, it also means that Dark can play games with the figures it releases - obviously this has resonance with other ML companies & don't they have the same DNA?
Let's say Dark has 1000 Sales and Marketing staff. It has 6500 customers, so pro rata they have pulled in 6 1/2 customers each at this point - is this a high or low number. Let's say they are paid £20-£30,000 each per year, with their apportionment of some office costs. So that the Cost of Customer Aquisition, could be £5,000 + a plethora of other costs - advertising, internet, travel expenses etc.
We should be asking - What is the Cost of Customer Acquisition, what is it today compared with say a year ago? How many are £100k + accounts, how many are repeat customers, which competitor are they going to, are they not convinced of the need for cyber-security, are they "buying" new customers with low price deals? Are they seen in the market as a slick Marketing and Sales led company, or a serious cyber-security player, or both!
You also state that big fund managers have been looking at Dark for a year, but have done nothing. This is an inordinately long thought to action gestation period!
Please don't tell everyone yet again what Jeffries target is! Everyone got that the 5000th time you said it!