Groupon, Inc. 2011 Initial Public Offering
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Groupon, Inc.2011 Initial Public Offering
Daniel G. ReynoldsFall 2013
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Agenda• Background• Initial public offering• Non-GAAP financial measure• Revenue recognition• Internal control weakness
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Background
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Beginnings• Started in November 2008• Chicago, IL• Original business model–Offer “Deals” from local merchants– “Deal” would activate when enough
consumers purchased one
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Typical Groupon “Deal”
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How it works• Groupon arranges with local merchant to
sell $20 value coupon for $10• Groupon sends email with “deal” to its
subscribers• Subscriber purchases and prints coupon• Subscriber takes coupon to local merchant
to redeem• Merchant provides the goods or service• Groupon sends $5 to local merchant and
keeps $5 for itself
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Rapid Growth
2008 2009 20100
100
200
300
400
500
600
700
800
0.130.5
713.4
Revenue
$ m
illi
ons
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Rapid Growth
2008 2009 20100
10
20
30
40
50
60
0 1.8
50.6
Subscribers
mil
lio
ns
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Rapid Growth
2008 2009 20100
5
10
15
20
25
30
35
0 1.2
30.3
Coupons sold
mil
lio
ns
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Forbes® Magazine August 2010• Featured co-
founder and CEO Andrew Mason
• “Groupon is on pace to pull in $1 billion in sales faster than any company in history”
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Hot Market for Internet Companies
• Google offers $6 billion for Groupon
• Zynga files for IPO
• Pandora Media files for IPO
• Groupon files for IPO
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Initial Public Offering
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Form S-1• Registration Statement Under the
Securities Act of 1933• Filed with the SEC June 2, 2011• Amended eight (8) times• Became effective November 2, 2011• Key accounting issues:–Non-GAAP financial measure–Revenue recognition
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Non-GAAP Financial Measure
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Why Use a Non-GAAP Measure?
• Groupon had lost money each year from 2008-2010
• Heavy spending to grow subscriber base
• Several acquisitions with contingent consideration
• So, Groupon invented “Adjusted CSOI”
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What was Adjusted CSOI?• “Adjusted Consolidated Segment
Operating Income”• Start with Operating Income (loss)• Add-back:–Online marketing expenses–Stock-based compensation–Acquisition-related expenses
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Converts Losses into Income
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Regulation G• Adopted by SEC in 2003• Governs use of non-GAAP financial
measures• Must reconcile to most directly-
comparable GAAP measure• Must not adjust for non-recurring
items if reasonably likely to recur
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Groupon Claimed• Online marketing expense would
eventually go away–At some unspecified future date–When its subscriber base was fully-
developed
• Adjusted CSOI used for internal performance measurement
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SEC Staff Required• Adjusted CSOI must be removed from
the Form S-1 filing–To avoid making the filing misleading to
investors
• Groupon changed it to “CSOI”–Leaving the online marketing expense–Still mentioned Adjusted CSOI in the
president’s letter
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Revenue Recognition
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Principal or Agent?• Groupon’s sales force contacted local
merchants to advertise using a Groupon offer
• Subscribers purchased a coupon on the Web site
• Groupon collected payment• And sent payment to merchant• After deducting its fee
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US GAAP GuidanceASC 605-45
• Revenue Recognition, Principal Agent Considerations–Report gross amount billed as revenue
when earned as a principal–Report net amount retained as revenue
when earn a commission or fee as agent
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Indicator of gross revenue reporting Groupon
Primary obligor in the arrangement No
General inventory risk before order placed or after return No
Latitude in establishing price No
Changes the product or performs part of the service No
Has discretion in supplier selection No
Determines product or service specifications No
Physical loss inventory risk after order placed or during shipping
No
Credit risk No
ASC 605-45-45 (3 through 14)
Indicators of Gross Revenue
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Indicator of net revenue reporting Groupon
Supplier is primary obligor Yes
Amount earned is fixed Yes
Supplier has credit risk Yes
ASC 605-45-45 (15 through 18)
Indicators of Net Revenue
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SEC Staff Required• Financial
statements had to be restated– Years 2008-2010– Interim periods
through June 2011
• Reduced revenue• Reduced cost of
sales• No effect on net
income/loss
2008 2009 20100
100
200
300
400
500
600
700
800
0.130.5
713.4
0 14.5
312.9
Revenue
As reported As corrected
$ m
illi
ons
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Internal Control Weakness
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Groupon Completes IPO
$20/share – raised $800 million
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Groupon’s first report....
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...had to be revised
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What Happened?• “Material adjustment” to 4th quarter
allowance for refunds
• Caused by “shift in the deal mix to higher price point offers”
• “Material weakness in internal controls”
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Embarrassing Announcement
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What Was Lacking?• Written policies and procedures• Specific assignments for reconciliations
and journal entries• Documentation of closing procedures
performed• Oversight procedures• Validation of accounting for non-
routine judgments and estimations
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Corrective Actions• Hired KPMG to develop internal
controls• Expanded audit committee with
additional financial experts• Named former KPMG partner as
Principal Accounting Officer
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Questions?