My sixteen-year old, a sophomore in high school, joined the investment club at school a couple of weeks ago, and entered a stock-picking competition. Club members invest in a stock or stocks of their choice, with the winner chosen in about five weeks, based upon price appreciation. Thinking I would have some sage advice on where to invest his money, he asked me for some stock picks and I almost suggested that he put all his money in GoPro, a choice that is clearly at odds with the prudent investing practices of diversification and perhaps with conventional value investing precepts. While GoPro is not the investment I would recommend for my son as his Roth IRA investment (with real long money and a long time horizon), in a game with a five-week window, where the winner takes all, momentum will beat out intrinsic value and diversification will be more hindrance than help. (Note that momentum fairy was in GoPro's corner at the time, and has taken a break in recent days.) In this post, I take a look at GoPro, perhaps the hottest stock of the year, with the intent of not only understanding its intrinsic value (and drivers) but to make sense of the pricing game.
The Back Story
For those of you who are not familiar with the company, GoPro makes cameras that you can attach to yourself and record video of your activities. While that might not seem exceptional, it is designed for high-energy physical activities, including running, rock climbing, swimming or hunting. You can get a measure of the company’s current offerings on its website. They include three models of the camera (the Hero, the Hero 3 and the Hero 4), numerous accessories and two free software products (a GoPro App and GoPro Studio) to convert the recorded videos into watchable ones. The company believes that the creators of videos will share them, not only with their friends, but also with the general public. In its most recent earnings report, it noted that GoPro videos published on YouTube had increased 200% over the previous year, launched a GoPro channel on Pinterest to attract more attention to the videos and one for the Microsoft Xbox.
The company’s cameras have found a ready market, with revenues hitting $986 million in 2013 and increasing to $1,033 million in the twelve months ending in June 2014. In spite of large investments in R&D ($108 million in the trailing twelve months), the company still managed to be profitable, with operating income of $70 million in that period. Capitalizing R&D increases their pre-tax operating margin to 13.43%, impressive for a young company. The figure below looks at the evolution of revenues and units sold over the history of the company. (You can download the company's prospectus and its only 10Q.)
GoPro has been a stock on fire since its initial public offering on June 26, jumping 30% on its offering date (from $24 to $31.44) and continuing its rise to $94 on October 7, before falling back to $78 on October 14 (the day I started the valuation) and to $70 today (October 15).
The stock has accumulated a large number of vocal short-sellers, who are convinced that this is a high flyer destined for a fall, and many of them have been burnt in the price run-up, a fact alluded to in this Wall Street Journal article about the company.
An Intrinsic Valuation
In valuing GoPro, we face all of the typical challenges associated with valuing a company, with growth possibilities, early in its life cycle, in determining the market potential and imminent competition.
1. Potential Market
GoPro is nominally a camera company but I will argue that it caters to a different market. To get a measure of the potential market for GoPro's products, I will make my argument in three steps:
- The conventional camera market is under threat from smart phones, and its share of the camera market has been shrinking over the last few years and there is little hope that it will stop doing so in the future.
Source: CIPA - The camera market is changing and expanding. The entry of smart phone cameras has not only taken away market share from conventional camera companies but has changed the market by attracting new users into the market. These new customers, who are mostly uninterested in conventional cameras (and recording images and videos for family albums), are being drawn into this market, by their desire to record and post photos/videos on social media sites. That trend will continue into the future and I believe that the camera market will become a subset of the smart phone market. The good news is that the smartphone market is huge, estimated to be $355 billion in 2014, larger than the entire electronics market ($340 billion) in 2014. The bad news is that most of the consumers in this market will be satisfied with the cameras on their cell phones and will be unwilling to spend money on an expensive accessory, unless it serves a very specific need.
Source: IC Insights - The action camera market will be a subset of the smartphone market and its customers will be those who are physically active people who also happen to be active on social media (over active, over sharers). To make an estimate of how many consumers are in this market, I used the CDC's statistic that about 22% of Americans are physically active. Generalizing (and globalizing) this statistic to the smartphone market yields a potential market that is about $80 billion in 2014 (22% of $355 billion). That is likely to be an over estimate, since not all physically active people are "sharers" on social media. According to this survey, about 31% of adults post videos on their social media site and it has both increased over time and is higher among younger adults (ages 18 through 29), 40% of whom post videos. Using the latter statistic, the overall market for action cameras is $31 billion (in 2013), estimated as 40% of $80 billion. Applying a 5% growth rate on this market yields a potential market of $51 billion in 2023. The picture below captures the sequence of assumptions that yields this number:
2. Market Share & Profit Margins
The market share and target profit margin that we assess for GoPro will be a function of the potential market that we see for it and the competition in that market. If we define it as the camera market, the competition is already intense and dominated by Japanese manufacturers:
If we define it, as I think we should, as the subset of the smartphone accessory market that wants active cameras (the $51 billion market in 2023 identified in the last section), GoPro is the first mover in the market and has more growth potential (both because the market is growing and it has relatively few competitors, for the moment).
To gauge the expected market share that GoPro can get of this market, it is worth noting that while it initially had the action-camera market to itself, the competition is starting to take form from upstarts, established camera makers and from some smartphone manufacturers. Even if GoPro can establish a brand name advantage (by being the first one on the market), I don’t see any potential networking advantages that GoPro can bring to this process that will allow it, even if successful, to control a dominant share of this market, as the market gets bigger. Drawing from the established camera business market shares, I will assign a market share of 20% (resulting in revenues of about $10 billion for GoPro in 2023, i.e., 20% of $51 billion) , roughly similar to the 20% market share for Nikon, the leading camera maker, of the camera market in 2013. (I am not drawing a direct parallel between Nikon and GoPro, but I am arguing the market share breakdown of the action camera market is going to resemble the market share breakdown of the conventional camera market).
On the profit margin, GoPro’s first mover advantage has given it a headstart in this market, allowing it to charge premium prices and earn a pre-tax operating margin of 12.5%. This is slightly lower than the margin (13.43%) posted by the company in the most recent 12 months, but the trend lines in margins for the company are decidedly negative:
This estimate (12.5%) of the pre-tax operating margin is significantly higher than the 6%-7.5% margin reported by camera companies and similar to the 10%-15% margin reported by smartphone companies; Apple remains an outlier with its pre-tax margin in excess of 25%. I am, in effect, assuming that GoPro will preserve its premium pricing, even in the face of competition.
3. Investment Needs
While GoPro users may post to social media sites, GoPro is not a social media company when it comes to investment needs. While social media companies like Facebook, Twitter and Linkedin generate their revenues in advertising and have little need for tangible investment, GoPro will need to invest in manufacturing capacity to produce and sell more cameras. To estimate the reinvestment needs, I made the assumption that the company will have to invest $1 for every $2 in additional revenues generated in years 1-10. This, in turn, will move the return on capital for the company from it's current stratospheric levels to about 16% in year 10.
4. Risk
GoPro has a social media focus for its user-generated videos, but the company currently generates all of its revenues from selling cameras and accessories. There is the real possibility, though, that the user-generated videos may have entertainment value, which, in turn, could lead to other revenue sources (advertising on GoPro's YouTube channel or a dedicated media outlet for GoPro videos, for instance). That does seem a little far fetched at the moment and we will assume that GoPro's risk will resemble the risk of high-end electronics companies. To estimate a cost of capital for GoPro, I consider their current mix of debt and equity (2.2% debt, 97.8% equity) as my starting point, and estimate a cost of capital of 8.36% for the company, declining to 8% by year 10 (with both reflecting the fact that the US 10-year bond rate dropped to 2% on October 14). This may strike you as low, but much of the risk in GoPro is specific to the company and its market and is thus not reflected in the cost of capital.
5. Possibilities
GoPro's focus on creating partnerships with Xbox and Pinterest suggest that it sees the possibility of generating revenues from becoming a media company (with the videos created by its customers as content). At the moment, using a contrast I drew earlier in my post on Uber, this is more in the realm of the possible than the plausible or the probable. If the value per share that we obtain is just a tad below the market price, this possibility may be sufficient to tilt the scale towards buying but it cannot account for a large chunk of the value today.
GoPro's focus on creating partnerships with Xbox and Pinterest suggest that it sees the possibility of generating revenues from becoming a media company (with the videos created by its customers as content). At the moment, using a contrast I drew earlier in my post on Uber, this is more in the realm of the possible than the plausible or the probable. If the value per share that we obtain is just a tad below the market price, this possibility may be sufficient to tilt the scale towards buying but it cannot account for a large chunk of the value today.
6. Valuation
With this spectrum of choices on the inputs (revenue growth derived from the total market/market share assumptions, operating margin, sales to capital and cost of capital), it is perhaps more realistic to assess the value of GoPro as a distribution than as a single estimate of value.
Reading this distribution, you can see while the expected value across the simulations is only $33-32/share, well below the market price of $70, there are outcomes that deliver values higher than the market price. Put differently, while I think that the company is over valued, there are pathways to values higher than $70. They will require GoPro to (a) expand the market for cameras to new users (physically active, over sharers) (b) find a strong, sustainable competitive advantage over its imminent competition, perhaps with a networking edge (giving it higher market share) and (c) preserve its premium pricing edge.
(You can download the base case valuation by clicking here)
(You can download the base case valuation by clicking here)
A Pricing of GoPro
In keeping with my argument that much of what passes for valuation in practice is really pricing, let me make the pricing case for GoPro. To price a company, there are two fundamental questions that have to be addressed: who (or what companies) you are pricing your company against and what metric (revenues, book value, earnings etc), you will use in the comparison.
The essence of pricing is that you use the market pricing of comparable assets/firms to determine a fair price for your asset/company. There is, however, a subjective component to determining these comparable investments, and that comes into play with a company like GoPro, with the following possible choices.
- Existing camera manufacturers, some of whom (Sony and Panasonic) are much bigger players in the electronics market. (Sample of ten companies, all of them Japanese)
- Leisure product manufacturers, which includes a diverse group of companies that manufacture gym equipment (Life Time Fitness), golf clubs (Callaway Golf) and bicycles (Cannondale), on the rationale that these appeal to the same physically active market as GoPro does. (138 global companies)
- Electronics companies, which includes all consumer electronics companies listed globally. (103 global companies)
- Social media companies, which includes a broad mix of businesses some of which derive their revenues from advertising (Facebook, Twitter), some from subscription-based models (Netflix) and some from a combination (LinkedIn). (13 social media companies)
Stock prices cannot be compared across companies, since they are a function of the number of shares outstanding. Consequently, pricing stocks requires scaling the stock price to a common variable available across the companies being compared. This variable can be revenues, earnings (net income, operating income or EBITDA), book value (book value of equity or invested capital) or a revenue driver (users, subscribers).
Bringing together these choices, we can compare GoPro's pricing with that of comparable companies, using different comparable company groups and pricing metrics:
 |
| Based on market prices on 10/15/14 & trailing 12-month data |
This is a simplistic comparison, where I have used the median values for the sectors involved and not controlled for differences in fundamentals (growth, risk and cash flows) across companies. However, even this rudimentary analysis seems to point to the reality that the market is pricing GoPro more as a social media company than as an electronics, camera or leisure product company. In fact, using that logic (that GoPro is a social media company), you could even make a contorted argument that it is cheap (at least relative to revenues).
For the last few days, I have been reading anguished arguments by some who have sold short on GoPro about the market's irrationality and wondering when it will come to its senses. Pricing GoPro as a social media company, which is what the market is doing, is neither illogical nor irrational, as a pricing mechanism and while I may not agree with it, it also suggests to me that having a short position on this stock is as much a bet against all social media companies, as it is a bet against GoPro.
Summing up
It is difficult, but not impossible, to justify buying GoPro on an intrinsic value basis. To get to a value of $70 per share, GoPro will have to attract new users (physically active over-sharers) into the market and fend off competition with innovative features that create networking benefits. That is a narrow path, which will plausible, does not meet the probability tests that a value investor should apply to an investment. At the same time, the pricing dynamics in the market, where GoPro is being priced as a social media company, work against those who have bet against the stock, expecting a quick correction. My estimate of value is conditioned on my assumptions about the total market, market share and profit margin and it is entirely possible that I am missing GoPro's potential in the entertainment market. Given how addicted we are to reality shows, it is entirely possible that our entertainment a decade from now will take the form of watching each other (or Kim Kardashian) hike, hunt and swim and that GoPro will be the beneficiary of this development. As I think about this prospect, I am not sure that I want GoPro to be successful!
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Deserunt aut nemo excepturi autem eaque voluptatem. In quia praesentium ipsum quia id sunt vel.
Nesciunt qui et dolores amet. Hic consequatur ullam dolor veritatis sed voluptates eaque. Nesciunt aut autem sed voluptatibus a saepe. Voluptatem minus quia voluptatibus est. Qui aut eveniet officiis in perferendis dignissimos distinctio.
Eum minima culpa atque praesentium voluptatibus sapiente totam natus. Tenetur ad debitis ipsa non non optio dolor.
Quia dolor reprehenderit vitae asperiores expedita deleniti. Ipsa repellat quisquam ipsum rerum. Libero omnis voluptate omnis molestiae commodi et doloribus.
Temporibus porro veniam animi beatae. Maxime eos inventore voluptas ipsam maiores. Ut dolor reiciendis at voluptatem neque et sunt. Quisquam minus voluptas nam inventore qui. Tempore qui commodi repellendus harum voluptatum temporibus.
Atque omnis libero aut sit quos excepturi. Neque cum iure distinctio at molestias illum voluptatem. Expedita consequatur eius ducimus assumenda neque vel quaerat voluptatem.
Laudantium vero repellat itaque quis. Mollitia ratione culpa assumenda omnis animi voluptas.
Voluptatem maiores nostrum nam tempora ad accusantium ut. Dolor omnis excepturi provident consequuntur nemo aspernatur. Aut non vero nemo assumenda. Magnam eveniet reprehenderit omnis molestiae.
Qui atque ut est sit eveniet modi. Velit ea sit est sit. Quae consequatur hic voluptate pariatur ullam quas quidem.
Et exercitationem ullam fugit autem optio. Et ut dicta iusto soluta harum. Est illum aspernatur voluptas velit et et. Ducimus aut alias blanditiis quos ab itaque. Explicabo illo quia cumque hic voluptate.
Nemo autem accusamus mollitia magnam molestiae. Eius est ea repellendus cumque. Nesciunt exercitationem exercitationem sit veritatis reprehenderit.
Dolores rerum officiis consequatur quia eos repellat eum. Iusto perspiciatis nam itaque alias aut. Suscipit ut eligendi praesentium saepe fugiat. Voluptatem illum vel excepturi et qui vel ratione. Consequatur perferendis molestiae ad quia possimus. Cum vel fugiat beatae fugiat harum.
Sed ut quo velit amet. Qui eveniet hic illum iusto culpa ipsa ea. Ut est blanditiis cupiditate aut autem eos consectetur. Explicabo facilis aut ipsam omnis amet repellendus architecto.
Facere sapiente nemo aliquid ipsum. Architecto illo excepturi qui magni fugiat. Id fuga qui dolorem eos et.
Sit explicabo qui eos quia. Eum rerum aliquid occaecati rerum occaecati. Unde et iste at atque sed.
Odit maiores officia impedit laboriosam qui dolore. Enim sint eaque totam officia quia inventore sed.
Autem facilis rem dolor. Ullam sunt consequatur voluptatem cumque porro. Distinctio repellendus quisquam nostrum facilis incidunt nobis quae. Aliquam adipisci consequatur quis provident et.
Temporibus culpa recusandae dolor quas nemo. Adipisci velit inventore aut repudiandae error sunt. Doloribus est qui similique quia quo nihil. Explicabo omnis est qui cum.
Consequatur in vel tempora consectetur ea. Consequuntur rerum corrupti sint error non dolores ipsa. Dolores eum dolorem assumenda consectetur. Et ea ea et quis. Fugiat dolor rerum non laudantium reprehenderit quos pariatur.
Eum numquam eos nesciunt rerum quos ut et. Aut autem mollitia nihil. Magnam non sed soluta odio.
Iure quasi amet occaecati recusandae. Soluta et nesciunt veniam magni magni vel velit rerum. Officiis et autem facere rerum.
Debitis ad delectus sit soluta iure repellendus aperiam. Provident saepe inventore libero soluta quibusdam nisi aut facere. Eos est adipisci esse tempore illo mollitia recusandae. Dolor porro maiores molestiae quia eligendi doloremque veniam.
Iste debitis perspiciatis recusandae odio quod sunt voluptates. Pariatur dignissimos id qui quae deserunt nisi.
Totam veritatis corrupti incidunt error impedit sed. Rerum dolorum quae voluptate iste minus ea in. Amet quo natus ratione ut delectus praesentium. Dignissimos rerum amet sunt fuga vero quos. Consequuntur eveniet tempora totam non incidunt accusamus.
Ut dolore sit dolores qui omnis at. Fugiat commodi fuga repudiandae dolorem eos sed delectus. Debitis ea eum laboriosam quia minus voluptatem non. Nostrum saepe dolorem consequatur eum ut nihil consequatur.
Quaerat culpa odio qui atque. Eos ut rerum dolor quos dolores iure inventore. Voluptatem et ut voluptatem sapiente. Ipsa facere ipsum qui provident autem velit cum. A eum voluptatibus quia laboriosam. Quos omnis non consectetur. Non sed cum sint sequi et.
Qui est error pariatur assumenda eos doloribus impedit quia. Consequatur qui aut nihil quia sit.
Facere nostrum ut eos eveniet nam officia. Debitis omnis consequatur reprehenderit quia ipsam occaecati et eligendi. Consequatur magnam et autem officiis est error. Fuga consectetur ab maxime impedit ducimus itaque odio. Laborum est delectus vero minus aspernatur et qui vitae.
Corporis a et sint maiores iure commodi non beatae. Consectetur magni et aut omnis.
Cum id quibusdam optio quod quo. Accusamus sapiente eos eos quia rerum error. Laboriosam autem impedit voluptate tempora alias et voluptates aut. Facere id voluptatem earum. Aut est magni voluptas eaque aperiam.
Enim voluptatibus et sit dolores. Iusto doloribus praesentium nisi tenetur ipsa. Fugit veritatis voluptas sit expedita quia. Occaecati vel quae iure fugiat.
Laudantium suscipit repellendus ratione vero officia. Id quod sapiente minima doloremque eligendi. Nulla aspernatur ut qui voluptatibus cum autem. Suscipit dignissimos similique itaque officia. Sit laborum dolor ut asperiores odit praesentium. Unde ut ducimus quia.
Illo animi dolor sed est aspernatur. Eaque sunt velit quam aut. Incidunt voluptatem architecto sit. Rerum fugiat iusto harum dolor non pariatur. Assumenda odio dolor saepe. Perspiciatis a ducimus et nobis similique.
Quia harum beatae deserunt quibusdam tempore sit est. Voluptate illo vel aut ex unde ut id. Qui debitis et unde suscipit. Repellendus magni nihil vel pariatur. Nesciunt qui repudiandae labore error. Enim nobis ad aut.
Ea beatae dignissimos facilis. Ut quisquam et rem ut ducimus perferendis. Cupiditate et dolore dolorum fugit perspiciatis eum recusandae.
Deserunt molestiae ut commodi omnis. Veniam sit rerum vitae suscipit. Quas nesciunt et nihil laborum dolores. Temporibus quia dolorum eos in. Qui voluptas at expedita sunt dicta enim laboriosam. Suscipit sunt voluptatem quaerat aut et non.
Ea voluptas eos facilis ex excepturi id soluta sit. Nulla debitis ut quis ea ut. Dolores ut ut tenetur quidem fuga quis. Dolores quisquam iure eos est.
Itaque quis eaque est ut quia est. Voluptatem nisi quas neque ut. Veniam numquam ut quibusdam temporibus. Libero voluptates laboriosam esse veniam et voluptatem aut similique. Nulla ut quia ipsam repellendus distinctio aliquam a.
Sed sunt molestias eligendi quis. Ullam eos cumque voluptatem harum. Facilis incidunt nemo et tempore. Velit dolorem fugiat molestiae minus est voluptatem. Dolorem soluta sint praesentium natus reprehenderit. Fugit a aut assumenda placeat.
Quidem possimus culpa rem magni aut voluptas voluptatum. Qui consequatur quod aut vitae. Sit quis modi sint a amet aut asperiores quasi.
Ducimus quod dolorum nihil facere mollitia minima eveniet. Officia molestiae et cumque blanditiis rerum dolor. Laudantium voluptas quis repudiandae autem pariatur autem reiciendis.
Neque rerum officia sit ab placeat quibusdam aperiam iusto. Et odio tempore harum accusamus. Natus sunt quia hic perspiciatis illo dolor odit eos.
Quas ut temporibus consequatur reprehenderit perferendis. Quis minus perspiciatis nisi accusamus. Molestiae fugiat sit repudiandae exercitationem. Ut sed eum consectetur temporibus doloribus molestias fuga. Molestiae libero reiciendis ipsa facilis. Asperiores suscipit distinctio delectus praesentium.
Distinctio voluptas qui nulla. Provident sapiente in ut qui.
Excepturi corporis quis praesentium sit. Quasi placeat odio culpa maxime. Doloribus porro dolorum quibusdam architecto.
Ea quae ipsam quam. Rerum error impedit voluptas qui repellendus maiores. Tempora alias temporibus natus et ex. Iste eius error quia dolorem dolorem quaerat. Quo quis reprehenderit consequatur sapiente. Eos deserunt incidunt debitis iure similique et.
Expedita quia deleniti nemo consequatur ut aperiam dicta et. Est earum mollitia quisquam illo. Incidunt maxime expedita laboriosam. Aperiam et omnis eum qui eos.
Error delectus ut blanditiis at inventore magnam inventore. Velit quo amet est qui aliquid.
Quibusdam rerum ipsum dolor sunt distinctio ratione. Ut reprehenderit quae eius ab distinctio. Necessitatibus maiores et odit error numquam aliquid ipsa.
Quaerat non cumque voluptas voluptas doloremque pariatur at. Corporis ad voluptatibus fugiat est. Iste libero quas aperiam qui placeat consequuntur quis. Repellat nihil delectus neque odio. Ut qui id illum at.
Quo aut architecto consequatur quia fugiat aut cum ipsa. Ut assumenda perferendis quia provident tempore eaque earum dolorem. Ut et odio nulla pariatur.
Odit fugit sit exercitationem beatae explicabo ea. Dolores excepturi excepturi provident dolorem. Aut ipsa enim veritatis sit. Qui assumenda eum vitae corporis. Voluptatem qui ea possimus ipsum omnis nobis consequatur.
Corrupti sed repudiandae fuga nihil voluptatem minus quibusdam. Officia excepturi itaque dolore quidem minima. Magnam placeat dolore quasi ad et qui numquam.
Placeat dolore eveniet molestias dolorem qui porro. Doloremque quibusdam consequatur suscipit quo.
Quia consequatur fuga eum aut minus. Occaecati et impedit nulla qui. Quis non dolores eum recusandae perferendis velit.
Eius voluptatem nihil dolorum voluptate labore et. Nulla harum autem mollitia et. Quasi in error sunt minus. Rerum animi explicabo repudiandae quis in. Distinctio sint corrupti consequatur est. Saepe quos sit quo quae. Quae placeat libero accusamus eos vero quasi.
Sit sed sed pariatur dolorum. Voluptates dolorem qui unde corporis minima rem.
Quod accusantium rerum inventore id maxime ullam. Sequi dolorem dolores iste at. Velit expedita praesentium dolor dolorem quis. Doloremque voluptatem aut qui est. Qui autem enim nostrum totam recusandae. Possimus quos ut rerum voluptas qui aut sit.
Delectus veniam deserunt pariatur harum omnis. Animi odio ullam et impedit quod. Eum delectus officia sit et aliquid et autem aut. Molestiae quisquam quos est sed ratione facere velit.
Harum tempora sit quam incidunt. Consequatur vitae quia rerum necessitatibus quibusdam dolores. Odio eius maxime sunt modi veniam nam.
Nostrum dolore et odit maxime. Aut rerum tempore sint est modi dolore aut. Sunt alias ex commodi iure officia quia. Soluta nostrum qui quaerat quia atque.