Growth Potential4 May 2021 18:04
I have trouble rationalising the customer turnover numbers, lead pipeline and it's value - how do we deduce the scale and timing of potential growth?
The company says:
" Gross retention of 86% in PS (in line with 2020 SaaS benchmark: 86%), compared with 67% in non-PS"
" Live opportunities pipeline: further growth to potential TCV of £106 million3 from a cold start in July 2020"
" This TCV assumes an average minimum contract term of two years, which we consider to be highly conservative given nearly all later stage discussions are for terms of at least three years. "
Ignoring non- PS, they on average retain 86% of existing business every year but that doesn't provide a profile or allow us to deduce how the company will grow without making some very broad assumptions.
To explain, the current average loss of 16% was weighted with short term contracts, long term, fixed 2 or 3 year contract will result in losses weighted in year 4 and thereafter. It matters because if they sign new customers on rapidly for 3 year contracts then the rate of loss will drop rapidly over the next few years (that's why they performed well be some KPI's last year perhaps).
For example, if we assume an even distribution of lost business on existing contracts then they lose all customers in 6 years at approximately 16%/year.
It is a major positive that committed contracts % grew dramatically last year ("committed contracts accounted for 48% of LPC business by the end of the year compared with 13% at the start of the year"), I believe that is a very significant trend, which mean that lost business % rates should drop this year and next across the existing PS business.
Based on the £50m turnover approximately £8m of business will be lost per year assuming there is no improvement as a result of the 2020 trend.
So they need to generate £8m of new business this and every year thereafter to standstill out of an opportunity pipeline of £106m (53m/annum) and that's without any new leads which are in reality are growing fast. As the average NEW contract length is 3 years IMO it's fair to assume no losses until year 4 and then total loss over years 4, 5 and 6 (historical pattern) - if so that £106m pipeline is indeed very conservative.
What I'm alluding to here is that growth from the pipeline should start to make a real difference because of the particular nature of the contracts (the change to 3 years and reducing trend for pay as you go which hurt us last year will be a bonus) will result in a lull in lost business. There should also be a reduction in sales effort to simple retain turnover (again reflected in the 2020 trend of reduced cost of acquiring business).
As I have said previously it all hinges of the conversion rate and the pace at which they eventually convert, Loopup have everything to play for, we need just more data to get some clarity