RE: Timing6 Dec 2020 12:15
Valuation is a very fluid thing. The reason I think that EVE was so highly valued at the time of the IPO and shortly afterwards was an belief that the Mattress market was disintegrated and made up a myriad of small companies that there looked to be an opportunity for a disrupter to take the market by storm and surprise, and capture a relatively dominant slice of it very quickly. This led to a very high valuation on the basis that while expensive today, in a few years not so much. and it was also tapping into the zeitgeist then of all things on line. So EVE ticked all of those boxes. Now a few years on a couple of things have occurred, the first being EVE already had like for like competition going into this market in the guises of Emma and others doing exactly, exactly the same thing with the same MO. So straight away the idea of being a USP disruptor hit a snag. The other was I guess, a misunderstanding by the then BOD of EVE in not understanding the costs of being an online business and the amount that has to be spent to draw customer to see your product online.
For the uninitiated the googles and other media platforms change the rules as to what companies have to do and spend to get up the ratings pages and every time, having spent a fortune to do that, they change the rules and you fall to page 2 which might as well be page 1 million, so the EVE's of this world have to continually start again. Its tiresome, time consuming and I used the word advisedly, cripplingly, expensive.
So, all of a sudden the valuation of 50 PER becomes unobtainably unrealistic. My guess fwiw is that a PER of about 10 seems to be ok, may be bit more if strong growth is demonstrated. So real back-of-a -fag-packet calc here, but for me as a kind of guide or goal, PER of 50 reduced to 10 on an SP once 100p = 20p because at the end of this, this is not a high tech product, it is a fragmented market that works on low margins and is very competitive. EVE obviously know all of this hence the branding or re-branding to something "more" than a mattress company. It makes sense but how many people/customers will buy into that? Who knows?
(Again, to justify where I come from in my thought process: Its why I never fall in love with a stock, how ever much I like what it does or how much money it makes me. Its just an opportunity to try and make some money off of that company's hard work. Mostly I see it as a window. Not only will it not last forever, it probably won't last that long in today's fast moving world.) The next leg of the rerate has to be pretty nailed on that next year it will be running profitably. I think there is a very strong likelihood hence I see another trebling of the SP over a short time frame. I think the market is beginning to trust CC as she delivers on what she says even or because of, the realistic utterances she makes in updates to the market. And that's not nothing, that's worth a lot, imo.