Mytaste Group

Research update


myTaste: A tasty valuation

The download rate of the app continues at a high pace with an average download rate per day of 12 000 during Q2. The average Monthly unique visitors (MUV) on the website have continued to drop somewhat, but myTaste are taking measure to increase the SEO (Search Engine Optimization) through a new site structure more social content.

The social content, user recipes, is an important step in the transformation into a social network. myTaste will continue to add more functions such as commenting, rankings, save recipes etc. The name change to myTaste is the right decision according to us, as it shows a pronounced focus on the recipe network.

We only make some minor forecast adjustments, primarily because of the close down of 203 Creative, and reiterate our estimated fair value of 23 SEK per share. We still find that myTaste is deeply undervalued compared to their peers. We see no direct reason why myTaste shouldn’t have a valuation at about 5 dollars per MUV, which indicates a significant potential from today’s levels of roughly 1.8 dollar per MUV.

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