APRN went public less than two months ago at an offering price of $10 a share. That was down from pre-offer brokerage chatter (which is always very optimistic) of $15 – $17. Given that the average cost for pre-IPO shareholders is just above $1.60, though, any double-digit price must have looked good.
Certainly, the possibility of Amazon/Whole Foods as a competitor was–and still is–a worry. There are, however, others:
–lack of barriers to entry
–churn: stories that very large numbers of customers who signed up for trials at promotional discounts balked at continuing at the full price of about $10 a meal
–continuing working capital deterioration. According to the prospectus, at yearend 2015, APRN had $127 million in unrestricted cash. By 3/31/17, that figure had shrunk to $61 million, despite APRN taking in $121 million through long-term borrowing and advance subscription payments by customers (listed on the balance sheet as deferred revenue). Looked at this way, APRN’s operations gobbled up over $180 million in fifteen months. By 6/30/17, the situation was $30 million worse.
As it turns out, one of my sons had a Blue Apron subscription in the months before the IPO. I helped prepare some of the meals. I thought the recipes were excellent but that the ingredients supplied suffered from trying to keep costs down. So I’m not a fan. In fact, I’m a bit surprised the IPO went as smoothly as it did.
where to from here?
My initial take is that IPOs like APRN or Snap indicate there’s too much cash sloshing around in the system. That always seems to end up chasing speculative deals. My hunch is that APRN won’t be a big success without a significant revamp of strategy.
On the other hand, there’s arguably a price for everything. In addition, the activist investor that pushed for changes at Whole Foods, Jana Partners, has just disclosed a 2% stake in APRN.
…maybe a turn for the better. But, as things stand now, I’ll be watching from the sidelines.