TELEGRAPH.CO.UK - May 6 - Groupon CEO Andrew Mason explains how he plans to improve the company and reverse a sinking share price. The share price closed on Friday at a record low – falling to $9.97 a share from highs of $26. Business owners have complained that dealing with this baby-faced phenomenon has almost led to their company's collapse. One owner of a British cupcake business was obliged to stay up all night baking just to keep up with customer demand created by a "daily deal". Groupon, like many new technology companies, is a Marmite proposition. The critics really do not like it. They point to the accounting problems, the falling share price, the 31-year-old Mr Mason himself (not experienced enough) and a business model that many say is built on shaky foundations. The company needs to spend so much money on marketing to acquire new customers, the critics argue, that profits will be hard to come by. It is a money-burning machine. From a standing start three years ago, it now reports $500M (£309m) revenues a quarter and insists it will be in profit within two years. Three and a half years ago, Groupon's total employee count numbered five and it operated in US only. Now it has ~10K employees across 48 countries. In Mason's eyes, Groupon wants to be to local commerce what Google is to search. At present, the main driver of Groupon's business is email, sent to subscribers with the deals of the day. Groupon is now looking at personalisation of that email service and developing its mobile service, called Groupon Now, to support its mega-growth. Groupon keeps the proceeds of any discount coupons sold which are then not used. Mason says the company is sensitive to cost and that the 50/50 split is only a starting point. Profitability will come, he says. The cash burn-through for marketing will be decreased.
by Kamal Ahmed
See full article at Telegraph.co.uk
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