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Netflix NFLX


CinaMatch: Netflix will send the highest on your list when received ... Duncan and her husband also wish Netflix would deliver movies faster. ... – PowerPoint PPT presentation

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Title: Netflix NFLX

Netflix (NFLX)
  • MII Presentation
  • September 10, 2002

  • Maintain a list, 8 recommended
  • CinaMatch Netflix will send the highest on your
    list when received
  • Average user has rated 145 titles
  • Maintains 25 title list
  • 2-4 day first class delivery from 10
    distribution centers
  • All DVDs come with a return envelope
  • One month free trial
  • 19.95 per month for 3 DVDs
  • Not late fees

  • Carol Duncan, a 57-year-old postal carrier who
    lives in rural Dillwyn, Va., 70 miles west of
    Richmond, said she has little use for the
    recommendations. She finds Netflixs long lists
    of "ancient movies" -- to her, anything that's
    not a new release -- especially annoying.
    Duncan and her husband also wish Netflix would
    deliver movies faster. While the service can be
    speedy in urban areas (Netflix opened 10 regional
    distribution centers this year), Duncan says
    delivery to Dillwyn hasn't improved since the
    Gaithersburg facility opened. While she's
    entitled to three titles at once, often she has
    none or only one. "I want to get my money's
    worth if I'm paying 20 a month," she said.
    "Otherwise my husband and I will just watch
    pay-per-view movies on our DirecTV system."

  • Martin Kane, a trade show manager in Bowie, said
    he and his wife generally get their replacements
    within two or three days of returning one.
    Occasionally they have to wait for their top
    choice. "We have been waiting for a while for
    'All the President's Men,' " he said. "That
    apparently is a hot rental for older movies."

DVD Market
  • 35M players sold to date penetrating 1/3 of US
  • Rapid year-over-year growth
  • Prices from 200-500 have fallen to 100 level
  • Netflix still must change the way people rent
    movies. Rather than go to the video store on
    Friday night, they must build a library ahead of
    time and hope they have the right DVD on movie

  • Reed Hastings
  • His epiphany came in 1997. He had just sold his
    software company, Pure Atria, to Rational
    Software, and after returning a late copy of
    "Apollo 13," he garnered a 40 fee. There had to
    be a better way.
  • "We weren't particularly attracted by the
    dot-com phenomena but "We're certainly attracted
    by people that we trust-- like Reed." - Mike
    Schuh, General Partner with Foundation Capital.
  • President of California state board of education

  • Market Cap
  • 285.4M
  • Lock-up Period 11/18/2002
  • Short Interest
  • 46.7
  • Float
  • 5.5M
  • Institutional
  • 10.27M
  • Outstanding
  • 22M
  • Options
  • 11M

  • Retail

Indirect Competition
  • Cable providers like AOL and Comcast
  • Direct broadcast satellite providers like
    DirectTV and EchoStar
  • HBO, Showtime, and other premium networks

  • 5-15 years away from mass commercial use
  • There will be a little bit of "buffering" and
    then the movie begins playing.
  • Movies currently offered at 700k bit rate
  • Harry Potter 3.99
  • To download a feature length film, it will take
    anywhere from 1-4 hours with even the fastest
    Internet connection 550MB
  • "From Microsoft's perspective, digital
    entertainment and digital media are important
    catalysts for driving the next big cycle of PC
    upgrades, and The challenge for Microsoft is to
    convince content creators their intellectual
    property won't be pirated - Directions on
    Microsoft analyst Matt Rosoff

  • Cash 230M
  • Market cap 4.26B
  • Q2 Revenue 1.27B
  • 48-52M active accounts
  • 8,000 stores
  • 64 of US within 10 minutes of store
  • Co-branded DIRECTV pay-per-view

Rental Market
  • 10 of Blockbusters revenues come from late fees
  • Peak time is 30-90 days after a release
  • Netflix still must change the way people rent
    movies. Rather than go to the video store on
    Friday night, they must build a library ahead of
    time and hope they have the right DVD on movie

Blockbusters Reply
  • "One of the things we are actually going to be
    testing in our stores in the not-too-distant
    future is a prepaid mailer," "We don't know
    whether there is going to be a huge demand for
    that product." - Blockbuster CEO John Antioco,
    July 24
  • Blockbuster last week lengthened its standard
    rental window for all rentals except new releases
    by two days, to seven
  • DVD Freedom Pass
  • 10 week rental card and free DVD for 24.99

Q2 Financials
  • Revenues 35.6M
  • Gross profit 18.3M
  • Operating loss (2.5)M
  • Stock-based compensation not included (2.7)M
  • Net loss (5.2)M
  • Cash short-term 91.7M
  • Current assets current liabilities 64.9

Financial Trends
  • High fixed-cost structure will increase DVDs,
    Infrastructure, up front fees for DVD licensing
  • Gross margins expected to fall 3
  • Subscriber acquisition 34 up from 25
  • 10 new 3,000 square feet distribution centers
    will impact income
  • Q3 Revenue Guidance 37-40
  • Q4 Revenue Guidance41-44

  • Churn 6.7 declining
  • Churn calculation is misleading
  • Operating cash flow
  • Does not include amortization of DVDs
  • Growing 12,000 DVD database
  • Capitalized, cant sell, rental window is 30-90
  • DVD market is growing
  • Increased availability will make it easier for
    consumers to rent/buy at retail locations
  • Longs agree that the current business model is
    not sustainable in the long-run
  • Q What happens if a movie gets lost in the
    mail?A There is no cost to you. Just report it
    as "lost" in the "Shipping Problems" section of
    the Your Account page.
  • If Netflix thinks having a Wal-Mart or
    Blockbuster in the industry will help them, they
    are nuts President of DVD rental company

Interviews with Reed
  • CNBC May 23, 2002
  • MACCALLUM When do you expect to be profitable,
    Mr. Hastings? HASTINGS We don't have any
    projections on that. MACCALLUM All right. I'm
    sorry. Can you tell me that again? I didn't hear
    your answer. HASTINGS We don't have any
    projections on profitability. MACCALLUM All
    right, no projections. Thank you very much and
    good of you to spend sometime with us. Appreciate
    it. HASTINGS Thank you very much.
  • Biz Buzz January 25, 2001
  • PILGRIM All this seed money, how many
    subscriptions do you need to break even? You're
    not breaking even quite yet, are you? HASTINGS
    No, it's true. Like many Internet businesses,
    we're not yet profitable, but we have acquired
    over 300,000 subscribers that are active
    subscribers today. And we break even at 500,000.
    So, you know, we're not there yet but we're over
    halfway there.

  • The key thing with the service is, as you said,
    you get to try it. It sounds great, but it also
    sounds kind of strange, I mean, to rent the
    movies by mail. And, what we encourage people to
    do is try NetFlix for free. Anyone can go to the
    web site and try it for free. Get a bunch of
    movies on us. And, what we've found, nine out of
    ten people stay a paying subscriber. Reed
    Hastings Money markets June 24, 2002
  • (603,000 236,000 670,000)/(603,000
    236,000)/3 6.7 per month Q2 Financials
  • OR 20.1 per quarter, 24 assuming 9/10 stay
  • Q2 Trial subscribers down 24
  • The business is dependant on having more than a
    quarter of the current subscriber base as trial
    members in order to replace lost ones on a
    continual basis
  • 90-95 of customers who leave will not come back

Negative Trends
  • Targeted areas away from retail locations are
    less likely to have Internet and DVD and will
    have to wait longer for delivery
  • Growing customers increases number of hit titles
    necessary to maintain customer service
  • Saturation Most likely consumers were targeted
    in initial marketing waves
  • NetFlixs success speeds up their competitors
    interest in their model
  • Net distribution centers will generate more
    fulfillment expenses, geographic issues, high
    expectations, and more rentals per month
  • DVD sales provide cheap used DVDs currently
    around 9.99 including shipping

  • Business model is not sustainable
  • Competitive threats
  • Pressure on VOD technology developers
  • Increased costs to sustaining growth will impact
    this years financials
  • DVD presence is increasing at retail locations
  • A large amount of shares will hit the market
    after the lockup period from employees and

  • Best Buy is helping acquire subscribers
  • Revenue and subscribers are growing
  • Potential acquisition candidate
  • Forecasting profitability before stock based
    compensation expense in 2003
  • Service works
  • Some advertising is linked to performance
  • High capital need to grow verses competitors
  • Penetration of 3.2 in local area

  • End of Show
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