Has no moat. Sure, what is the short thesis?
Wow, up to $20. And trades options. Hrmmm ....
Angies List Target price $10
Short Angies List on unsustainable business model, quickly declining of membership revenue, and high valuation. The only way for AL to become profitable is to cut back on marketing and selling, which should be followed with a precipitous drop in revenue.
Tough competition
Competitors for Angies List include NextDoor.com, Home Advisors, Yelp and other more localized online communities such as CitySearch.
Home Advisors is the closest competitor that offers Angies List like services free of fees
NextDoor recently received $21mm in funding from venture capital firms. NextDoor also requires real name and address registration, with the end goal of creating local social communities within a neighborhood. NextDoor recently increased its presence from 3,000 neighborhoods in July 2012 to 10,000 today. Estimates put active user (once per week) at 750k, which already puts it ahead of Angies List given the speed of growth.
Yelp is increasingly foraying into markets that Angies List focus on (home improvement and healthcare). 11% of Yelps reviewed businesses is Home & Local Services: third largest behind shopping and restaurants
o Yelp currently derives revenue from approximately 40k service providers. In addition, Yelp has almost 1mm claimed local business locations and 47mm service providers on its platform
o Angies List does not have such a readily accessible database to draw from to grow its advertiser base
Bottom line: there is a lot of competition in this business and a paid subscription model is not sustainable.
AL is currently trading at 7x 2012 revenue of 155mm and 4.5x 2013 consensus revenue of 240mm. My target price of $10 is based on 2015 EBITDA assumption of $70mm and a 10x EBITDA multiple. I believe AL can achieve $8mm of EBITDA in Q4 2013. The $70mm 2015 EBITDA estimate is essentially $8mm annualized and then doubled. The 10x multiple was chosen because that is Googles 2013 valuation.
Angies List business model
Enters a market, solicit reviews of local mom and pop service providers from local residents by offering them free membership, takes the reviews, pitches said local mom and pop service providers to collect advertising revenue
o AL also reaches out to local businesses and ask them to either provide a list of its past customers that AL can reach out to solicit reviews for, OR gets the local business to pass out comment sheets to its past customers (these comment sheets are mailed to AL for processing)
o I have seen anecdotal evidence where AL steals reviews from other sites upon entering a new market
Three revenue streams
o Membership fees approximately $30/membership/year. Suppose to have mid-70% renewal rate, but this figure is not trustworthy. This is ~30% of revenue, but declining fast
 A potential explanation for such high renewal rate is that customers do not necessarily renew. They are automatically renewed at the membership rate in that market (subject to class action lawsuit)
o Ad revenue from service providers charges service providers to show up on Angies search results, advertise in AL publications. ~60% of total revenue
o Groupon-esque deals offers promotions and deals from service providers, collects a % on contract value
Membership revenue
This is declining 15-20% a year because of
o Unbundling of subscriptions in mature markets
 In less mature markets, members subscribe to bundled memberships (home care + health care)
 Selective checks show that unbundled ARPU ($43/year) is ~ 50% of bundled ARPU in its most developed market
o Entering new markets where memberships are given away for free for two years
o IR concedes that this will continue to be under pressure
 Angies List offers significant discount to first time subscribers. 40% off coupons are perpetually available (40% off first year subscriptions with an additional 20% off if using Paypal, 10% off renewal subscriptions)
 Current new subscriber price for the 10 oldest markets is 33.8/year unbundled and 44.7/year bundled, vs 43/year in 2012 (pre promotion)
 For the 2nd oldest 10 markets, ASP is 30.2/year unbundled and 40.7/year bundled, vs. 37/year in 2012 (pre promotion)
o Anecdotal evidence also seem to support the notion that the best way to obtain a contractor is through thorough due diligence by a customer and word of mouth
o Marketing expense is essentially the COGS for this revenue stream. Gross profit for membership revenue for 2010, 2011, and 2012 are -5.1mm, -22.3mm, and -32.5mm, respectively
Service provider revenue
Contracts last 12 months but renewal rate isnt reported
o Yelp reports 70% renewal rate for advertisers
o Suspicious that renewal rate is low because of the amount of sales people focused on origination vs. renewal (558 vs. 139)
o Number of service provider per subscribing member have been declining by 10% a year for two years. Perhaps service provider acquisition is slowing down
o Anecdotal evidence supports the fact that renewal rate is low for service providers (whether its service providers who were duped into a full year contract by sales personnel, or that AL simply hadnt generated enough leads to make it economic)
Class action law suit
Angies is being sued by one of its longtime members. Marie Fritzinger, a member since 2007, filed a lawsuit in U.S. District Court for the Southern District of Indiana. The suit alleges that Angies List automatically renews membership fees at a higher rate than customers are led to believe. This practice has been on-going since August 13, 2006 and became worse after 2010. Thats when Angies list implemented a change in membership in its 30 most mature markets.
Angies List will most likely require an equity raise in 2013 as it continues to burn cash. Management indicated that they would not let liquidity get below 60mm (currently at 68.1mm made up of 53.1mm in cash and 15mm of credit facility), though I believe Q1 and Q2 of 2013 will burn approximately 21.5mm. Current management guidance for Q1 2013 indicates a cut back in expenses (marketing), which I believe is the managements way to make the financials look better. I believe a sustained cut in marketing expenses will result in a plunge in membership numbers.
Risks
AL trades on revenue. They can potentially hit the revenue guidance of 50-52mm in Q1 2013 if membership growth picks up
Short squeeze 18% short interest
Other comments
Angies List is actually being dishonest when it says service providers cant pay to be on the site. The truth is that service providers can pay to show up in page 1 of search results. AL touts that the members are not anonymous when thats exactly what they are. In fact, if a business wants to have a positive review, which the minimal requirement to show up on search results on the AL website, he can easily pay $30 to become a member and write a positive review.