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Yes, but Groupon is deliberately excluding certain expenses, such as online marketing, from their CSOI in order to inflate their profitability. Excluding this f
by rooshdi 15y ago
Yes, but Groupon is deliberately excluding certain expenses, such as online marketing, from their CSOI in order to inflate their profitability. Excluding this figure seems quite deceiving since their figures imply they don't rely heavily on online marketing when, in fact, they do. They even contradict themselves in their filing by stating, "We spent $179.9 million on online marketing initiatives relating to subscriber acquisition for the first quarter of 2011 and expect to continue to expend significant amounts to acquire additional subscribers." Well if they are expected to continue to expend "significant" amounts to acquire subscribers, why are they excluding those costs in the CSOI?
- timr 15y agoIf you can make this argument, so can potential investors. It isn't a secret.
- rooshdi 15y agoIsn't a secret...to some. If Groupon knew all potential investors would come to these same conclusions, why inflate the CSOI figures in the first place? They may believe that their marketing costs may not stay high once they've locked users into their e-mail list, but there is a growing influx of companies diluting the concentration of their daily deals such as LivingSocial, GiltCity, BuyWithMe, and countless other clones. Even Google Offers and Facebook Deals are entering the market with a huge network at their disposal. With this growing competition, Groupon is going to need to continue spending more on marketing well into the future in order to replace lost sales and a deteriorating retention rate. Their marketing costs are going to continue to be significant and, until they prove otherwise, they should report them as such.