Hoylu Q4 Review: Directed Share Issue

Research Update

2024-02-05

07:05

Redeye returns with an update following Hoylu’s Q4 2023 report that missed our expectations across the board. Most notably, Hoylu posted significant churn in Agile segment, impacting the total ARR. Due to the downtick, we adjust the growth curve for the coming years. Still, we argue that Hoylu has solid growth prospects within its focus area construction, which continues to perform with stellar growth. Moreover, we are encouraged by Hoylu's directed share issue adding SEK14m at VWAP, adding a year of runway. We leave our fair value range unchanged.

OV

JS

FN

Oskar Vilhelmsson

Jacob Svensson

Fredrik Nilsson

Contents

Review of Q4 2023: Estimates versus Outcome

ARR development: Two steps forward - one step back

Sales: Missed expectations

Gross margin: Unfavorable customer mix

OPEX: Smaller increase

Profitability and financial position

Estimate Revisions: Decreased ARR forecast

Valuation

Investment thesis

Quality Rating

Financials

Rating definitions

The team

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Missed Q4 expectations

Overall, we argue that Hoylu’s Q4 2023 report was on the weak side driven by lower-than-expected ARR while costs increased more than expected. ARR from Hoylu’s Agile tool decreased 41% y/y, i.,e dropping 7m sequentially, which mainly represents the deviation from our estimates. We understand that Hoylu has lost customers to competitors which impacted the Q4 figures. This resulted in a total ARR decline of 26% annualized q/q. On a positive note, the solid growth rate in the construction segment continues (112% y/y) despite the overall challenging industry conditions. Partly, we believe that it is explained by Hoylu’s possibilities to grow on existing (and large) construction clients which focuses on effectiveness.

Adjusted growth curve

We decrease our ARR forecasts by 14-10% for 2024e–2025e while we lower our gross margin driven by a more unfavorable product mix. We expect Hoylu’s ARR-SaaS segment to remain the primary growth driver, which gradually will improve the gross margin ahead. In addition, we raise our 2024e–2025e OPEX forecasts by c. 1% driven by a few more employees. All in all, this leads to a decreased EBIT forecast for the period which is mainly derived from lower sales levels. The changes push the expected breakeven point to 2025 from previously 2024. As such, we believe external financing challenges continue as the largest risk before the company reaches stable profitability, considering our current estimates, Hoylu’s cash burn, and current cash position. We thus anticipate a future share issue in our model.

Valuation

Our changes to the financial forecast do not entail any change to our base case valuation. The directed share issue was at higher share price levels than we anticipated, however, the adjusted growth curve adds around SEK10m to the total financing need, and as such we added a new share issue in 2025. We argue for a Base Case of SEK1.8, with a Bear respectively Bull Cases of SEK0.5 and SEK7.5. The share trades in line with our base case, at low valuation multiples like 1.5-2x sales for 2024e-2025e and we believe that the company has become increasingly attractive from a risk perspective as the near term financing situation is settled. We expect the new cash to provide one year of runway.

Key financials

SEKm2021202220232024e2025e
Revenues33.347.657.163.980.2
Revenue Growth14.2%43.0%19.9%11.9%25.5%
EBITDA-39.0-31.3-18.1-10.80.53
EBIT-49.9-46.3-33.3-26.3-13.1
EBIT Margin-150%-97.2%-58.3%-41.2%-16.3%
Net Income-52.3-49.6-32.2-28.3-15.1
EV/Sales37.812.51.61.71.6
EV/EBIT-25.2-12.8-2.7-4.2-9.8

Review of Q4 2023: Estimates versus Outcome

Net sales amounted to SEK15m (13m), corresponding to a 15% y/y growth, missing our expectations of 7%. Total ARR amounted to SEK 57.4m compared with SEK61.8m in Q3 2023, meaning a 26% annualized q/q decrease. This was c.13% below our expectations of SEK65.8m.

On a positive note, the solid growth rate in the construction segment continues (112% y/y) despite the overall challenging industry conditions. Partly, we believe that it is explained by Hoylu’s possibilities to grow on existing (and large) construction clients which focuses on effectiveness. On a weaker note, Hoylu’s Agile tool decreased 41% y/y, i.,e dropping 7m in ARR sequentially, which mainly represents the deviation from our estimates. We understand that Hoylu has lost a larger customer to competitors which impacted the Q4 figures.

ARR-SaaS (which includes Hoylu’s construction segment) amounted to SEK26.4m compared with SEK31.3m in Q3 2023, corresponding to a c49% annualized q/q decrease. This missed our expectations by 14%. ARR-Mobile products reached SEK31m versus SEK30.5m in Q3 2023, corresponding to c7% annualized q/q growth and 6% above our expectations of SEK29.1m.

The gross margin came in at 67% (66.6%), one pp. below our expectations of 68%.
Actual OPEX (development, sales, and administrative costs) amounted to a negative SEK16m (-13m), missing our expectations of negative SEK13.7m. All in all, EBITDA and EBIT amounted to negatives of SEK6m and SEK10m, respectively – missing our expectations driven by lower sales and higher costs. Furthermore, the cash position at the end of the quarter was SEK6.3m, compared with SEK9.1m in Q3 2023, we expect an additional need for a capital injection of around SEK20m in the near term.

Looking ahead, Hoylu remains optimistic about the growth potential in its construction segment in 2024, despite the current challenging market conditions. The company also highlights tougher competition and price pressure driven by competitors.

Hoylu: Estimates versus actuals
SEKmQ4 23eQ4 23aDiff (%)Q4 22Q3 23
Net sales16.115.1-7%13.115.1
Growth y/y (%)23.3%15.2%61.3%14.6%
ARR65.857.4-13%51.961.8
Annualised q/q growth (%) 28.5%-25.6%59.3%98.0%
Gross profit11.010.1-8%8.410.0
Gross margin (%)68.0%67.2%63.8%66.6%
Development, sales and administrative costs -13.7-16.218%-17.0-13.0
Growth y/y (%)-19.2%-4.6%6.7%0.1%
EBITDA-2.7-6.1-122%-8.6-3.0
EBITDA margin (%)-17.0%-40.4%-66.0%-19.9%
EBIT-6.7-10.0-50%-12.7-6.9
EBIT margin (%)-10.2%-17.4%-24.4%-11.1%
Source: Redeye Research (estimates), Hoylu (historical data)

ARR development: Two steps forward - one step back

Q4 2023 ARR amounted to SEK57.4m compared with SEK61.8m in Q3 2023, which resulted in a 26% q/q annualized decrease. The negative ARR development was driven by a sequential churn of SEK7m in the Agile segment, leading to a decrease of 41% y/y. The company mentions growing competition and price pressure as reasons behind the significant drop in Q4 2023. Also, it's important to highlight that the company has allocated most of its growth resources toward the construction segment, which likely impacts the organic growth in the segment.

The construction segment continued to develop nicely seeing efforts bearing fruit, as the segment continued with stellar growth of 112% y/y. We believe that Hoylu’s construction segment is the most important for investors to keep track of, as management has stated it as its core business area. The reports offer low details on the underlying performance but we believe that the growth within construction derives from both new and existing customers, while the company aims to increase the average sales per project. Within the construction segment, we understand that the penetration rate on current customers is low, as an example Hoylu has several large construction companies using its platform in one to ten of its projects, with a potential of expanding its usage tenfold. We believe this offers attractive growth prospects at lower CAC, as the customer already is onboard.

The ARR from the mobile segment, (stemming from the Carnival Corporation & plc agreement) continued with stable development while beating our expectations somewhat, delivering an annualized q/q growth of 7%. The customer concentration risk remains high, while we are encouraged that the progress continues, most likely with considerable switching costs.

Hoylu: ARR and q/q growth

Source: Redeye Research, Hoylu

The ARR and its growth rate are among the most important metrics to follow in Hoylu. ARR is a leading indicator of SaaS revenue growth, the main driver of profit growth, and is thus essential to the investment case and Hoylu’s road to stable profitability.

Hoylu: ARR split — SaaS and Mobile products

Source: Redeye Research, Hoylu

Hoylu: dARR q/q — SaaS and Mobile products

Source: Redeye Research, Hoylu

Sales: Missed expectations

Net sales amounted to SEK15m (13m), corresponding to a 15% y/y growth, missing our expectations of 7%. The sales came in below our expectations driven by churn in the Agile segment while the construction segment continues to perform well.

Hoylu: Net sales and y/y growth

Source: Redeye Research, Hoylu

Gross margin: Unfavorable customer mix

The gross margin came in at 67% (66.6%), one pp. below our expectations of 68% as we had expected a smaller share of sales to the mobile segment. As Hoylu has moved away from its Hoylu-Wall offering in the most recent time and has focused entirely on its SaaS business, the gross margin outcome nowadays is mainly a result of the ARR mix. The ARR-SaaS/ARR-Mobile product split in Q4 2023 was 46%/54%. Going forward, we expect the ARR-SaaS segment to be Hoylu’s primary growth driver despite the short-term setback, where we foresee a larger share of the ARR-SaaS segment ahead and, thus, gross margin improvements.

Hoylu: Net sales, OPEX and gross margin

Source: Redeye Research, Hoylu

OPEX: Smaller increase

Q4 2023 OPEX amounted to SEK16.2m and grew 18% y/y, despite a reduction of the workforce by three employees. As such, we believe that a part of the increase could be temporary. Going forward, we expect Hoylu to be able to grow ARR significantly without any major increases in its cost base. The company is working towards a more effective sales process to bring in new leads. We appreciate the general cost control, especially given the accelerated ARR growth. We argue this indicates the scalability of the business model, as it seems that ARR growth can occur at low incremental costs.

Profitability and financial position

EBITDA and EBIT amounted to negatives SEK6.1m and SEK10m in Q4 2023, respectively, with significant deviation from our estimates. This stemmed from lower sales, ARR, and gross margin, while OPEX increased beyond our expectations. The cash position in Q4 2023 amounted to SEK6.3m compared with SEK9.1m in Q3 2023 and we expect an additional need for a capital injection of around SEK20m in the near term.

Hoylu: Net sales, EBITDA, EBIT and margins

Source: Redeye Research, Hoylu

Estimate Revisions: Decreased ARR forecast

Following Hoylu’s Q4 2023 report, we decrease our ARR forecasts by 14-10% for 2024e–2025e while we lower our gross margin driven by a more unfavorable product mix. We expect Hoylu’s ARR-SaaS segment to remain the primary growth driver, which gradually will improve the gross margin ahead. In addition, we raise our 2024e–2025e OPEX forecasts by 1% driven by a few more employees. All in all, this leads to a decreased EBIT forecast for the period which is mainly derived from lower sales levels.

The changes push the expected breakeven point to 2025 from previously 2024. As such, we believe external financing challenges continue as the largest risk before the company reaches stable profitability, considering our current estimates, Hoylu’s cash burn, and current cash position. We thus anticipate a future share issue in our model, which we discuss further in the valuation section below.

Hoylu: Estimate revisions
SEKm2024eOldChange2025eOldChange
Net sales63.974.7-14%80.289.3-10%
Growth y/y (%)34.2%28.3%25.5%19.6%
ARR69.582.4-16%90.896.7-6%
Growth y/y (%)33.8%25.2%30.8%17.4%
Gross profit44.453.8-17%58.666.8-12%
Gross margin (%)69.5%72.1%73.0%74.8%
Development, sales and administrative costs -55.3-55.30%-58.0-57.71%
Growth y/y (%)-12.5%3.8%5.0%4.3%
EBITDA-10.8-1.4n.m0.59.1n.m
EBITDA margin (%)-17.0%-1.9%0.7%10.2%
EBIT-26.3-16.2n.m-13.1-5.2n.m
EBIT margin (%)-37.9%-21.8%-14.4%-5.8%
Source: Redeye Research
Hoylu: Financial forecast
SEKm20222023Q1 24eQ2 24eQ3 24eQ4 24e2024e2025e2026e
Net sales47.657.114.915.616.317.163.980.299.5
Growth y/y (%)43.0%520.8%13.3%27.5%24.7%-64.0%272.7%25.5%24.1%
ARR51.957.459.963.066.169.569.590.8109.0
Annualised q/q (y/y) growth (%) 50.0%49.6%19.0%21.8%21.7%33.8%0.0%30.8%20.0%
Gross profit31.937.710.010.711.612.244.458.676.2
Gross margin (%)66.9%66.0%67.2%68.5%71.0%71.0%69.5%73.0%76.5%
Development, sales and administrative costs -63.1-55.8-14.4-13.4-13.4-14.1-55.3-58.0-65.9
Growth y/y (%)-0.9%178.2%10.9%3.3%-21.2%-77.7%293.0%5.0%13.5%
EBITDA-31.3-18.1-4.4-2.7-1.8-1.9-10.80.510.3
EBITDA margin (%)-65.7%-31.7%-29.8%-17.5%-11.0%-11.0%-17.0%0.7%10.3%
EBIT-46.3-33.3-8.3-6.6-5.7-5.8-26.3-13.1-3.7
EBIT margin (%)-97.2%-58.3%-55.5%-42.7%-34.7%-33.7%-41.2%-16.3%-3.7%
Source: Redeye Research (estimates), Hoylu (historical data)
Hoylu: ARR forecast
SEKm20222023Q1 24eQ2 24eQ3 24eQ4 24e2025e2026e2027e
ARR51.957.459.963.066.169.590.8109.0130.9
Annualised q/q (y/y) growth (%) 50.0%49.6%19.0%21.8%21.7%33.8%30.8%20.0%20.1%
Growth q/q (y/y) (%)50.0%10.6%4.4%5.0%5.0%33.8%30.8%20.0%20.1%
Growth q/q (y/y), absolute (SEKm)17.35.52.53.03.217.621.418.221.9
ARR - SaaS25.426.428.731.534.537.758.475.997.2
Annualised q/q (y/y) growth (%) 39.6%16.7%40.0%45.0%44.0%48.4%55.0%30.0%28.0%
Growth q/q (y/y) (%)39.6%3.9%8.8%9.7%9.5%48.4%55.0%30.0%28.0%
q/q growth absolute, SEKm (y/y)7.21.02.32.83.012.320.717.521.3
As a % of total ARR48.9%46.0%47.9%50.0%52.2%54.3%64.3%69.7%74.2%
ARR - Mobile products26.531.031.231.531.631.832.433.133.7
Annualised q/q (y/y) growth (%) 61.6%87.3%3.0%3.0%2.0%19.9%2.0%2.0%2.0%
Growth q/q (y/y) (%)61.6%17.0%0.7%0.7%0.5%19.9%2.0%2.0%2.0%
q/q growth absolute, SEKm (y/y)10.14.50.20.20.25.30.60.60.7
As a % of total ARR51.1%54.0%52.1%50.0%47.8%45.7%35.7%30.3%25.8%
Source: Redeye Research (estimates), Hoylu (historical data)

Valuation

Successful directed share issue

On the first of February, Hoylu announced a directed share issue of ~SEK14m at 1.76 (VWAP), which was at higher share price levels than we anticipated. We are encouraged by the interest in the transaction and the absence of dilutive terms. The transaction needs to be approved at the extraordinary general meeting, but we foresee no obstacles to reaching approval. We expect the new cash to provide one year of runway.

The adjusted growth curve adds around SEK10m to the total financing need. As the issue also was ~6m less than our previously expected need, we added another share issue in 2025, totaling SEK15m. All in all, the effects mitigate each other, leading to an unchanged fair value range with a Base Case of SEK1.8, and a Bear respectively Bull Case of SEK0.5 and SEK7.5. The share trades in line with our base case, at low valuation multiples like 1.5-2x sales for 2024e-2025e and we believe that the company has become increasingly attractive from a risk perspective as the near term financing situation is settled.

Investment thesis

Case

Niche construction and engineering focus to drive future growth

Hoylu is currently transitioning into a fully SaaS business with an increased focus on the construction and engineering vertical. We consider this niche focus the right move, giving Hoylu a strong value proposition while limiting competitors. In addition, its well-known large enterprise customers often start as free users or initially deploy to only a fraction of its operations, suggesting future upselling potential. Additional quarterly reports with solid growth serve as the primary catalyst.

Evidence

Well-known enterprise validation through upselling

Hoylu’s customer base includes several well-known enterprises that have validated its product, such as FedEx, Procter & Gamble and AF Gruppen. For example, Procter & Gamble has scaled up to ~2,700 paying users and AF Gruppen has included the platform in several new projects after the initial order. Furthermore, the ARR-SaaS has grown from one-third of the total ARR in 2019 to today’s >50%, and we expect this transition to continue. Given the segment’s gross margins of ~90%, this can drive future margins.

Challenge

Convert leads to accelerate growth

Although Hoylu is growing its annual recurring revenues (ARR), one challenge is to convert leads and free users into revenues to a greater extent to accelerate growth further. However, we believe the increased focus on the construction and engineering segment boosts Hoylu’s value proposition and can improve its growth prospects. Furthermore, its well-known customer base can give rise to future growth opportunities through upselling.

Challenge

Approach profitability to avoid external financing

One other challenge is to approach profitability to avoid facing external financing challenges. Given Hoylu's current cash position, there is a likelihood of encountering such challenges, while a subsequent dilution effect is likely, which we argue can put pressure on the stock. However, if Hoylu can accelerate its growth, we believe it is possible to achieve long-term profitability with solid margins, which its scalable business suggest.

Valuation

Low EV/ARR if growth accelerating

Our DCF model indicates a Base Case of SEK1.8 per share and SEK0.5 and SEK7.5 in our Bear and Bull cases. Hoylu is currently traded at an attractive EV/ARR multiple versus peers. However, this can be justified to some extent by its low market cap and unprofitable phase, as reflected in our Base Case. At the same time, if Hoylu can capitalise on its large enterprise customers and grow its ARR, the upside is significant while approaching a median peer valuation, as reflected in our Bull Case.

Quality Rating

People: 2

Hoylu receives the score for the People rating based on its management, board members, and owners. CEO Truls Baklid has a solid background, international experience, and a sales-driven approach. At the same time, the board has relevant and complementary expertise, including entrepreneurial skills and experience from publicly listed and SaaS companies, which we like. To achieve a higher score in the future, we want to see management with more skin in the game and Hoylu executing the current strategic plan to a greater extent. 

Business: 3

Hoylu achieves an average rating in the Business category for several reasons. First, the SaaS business model is scalable, with non-cyclical, recurring revenue streams, resulting in good predictability. Second, Hoylu’s product offers explicit value creation for its customers. And third, several structural trends drive the underlying market, such as digitisation, increased use of cloud-based applications, and the increased use of collaboration platforms in the wake of the pandemic. However, to improve this rating further, we want to see Hoylu’s products win a more significant market share.

Financials: 0

Hoylu receives a lower rating in Financials than in the other categories mainly because it remains unprofitable, which could imply future external financing needs. Thanks to the scalable business, however, we see that margins can gradually improve as the company grows, providing room for Hoylu to achieve a higher rating in this category in the future.

Financials

Income statement
SEKm2021202220232024e2025e
Revenues33.347.657.163.980.2
Cost of Revenue8.615.819.419.521.7
Operating Expenses63.763.155.855.358.0
EBITDA-39.0-31.3-18.1-10.80.53
Depreciation0.380.520.530.450.80
Amortizations10.514.514.715.112.8
EBIT-49.9-46.3-33.3-26.3-13.1
Shares in Associates0.000.000.000.000.00
Interest Expenses2.43.3-1.12.02.0
Net Financial Items-2.4-3.31.1-2.0-2.0
EBT-52.3-49.5-32.2-28.3-15.1
Income Tax Expenses0.070.030.060.000.00
Net Income-52.3-49.6-32.2-28.3-15.1
Balance sheet
Assets
Non-current assets
SEKm2021202220232024e2025e
Property, Plant and Equipment (Net)0.670.610.100.611.0
Goodwill4.94.94.04.04.0
Intangible Assets45.546.137.435.141.5
Right-of-Use Assets0.000.000.000.000.00
Other Non-Current Assets0.630.140.120.120.12
Total Non-Current Assets51.751.841.639.846.6
Current assets
SEKm2021202220232024e2025e
Inventories1.81.70.160.640.80
Accounts Receivable9.710.410.614.117.7
Other Current Assets2.31.80.661.31.6
Cash Equivalents4.316.96.32.65.5
Total Current Assets18.130.617.718.525.6
Total Assets69.882.559.358.472.2
Equity and Liabilities
Equity
SEKm2021202220232024e2025e
Non Controlling Interest0.000.000.000.000.00
Shareholder's Equity28.4-14.937.523.123.0
Non-current liabilities
SEKm2021202220232024e2025e
Long Term Debt0.100.100.100.100.10
Long Term Lease Liabilities0.000.000.000.000.00
Other Long Term Liabilities0.000.000.000.000.00
Total Non-Current Liabilities0.100.100.100.100.10
Current liabilities
SEKm2021202220232024e2025e
Short Term Debt20.071.70.000.005.0
Short Term Lease Liabilities0.000.000.000.000.00
Accounts Payable5.94.41.86.48.0
Other Current Liabilities15.421.220.028.836.1
Total Current Liabilities41.397.321.835.249.1
Total Liabilities and Equity69.882.559.358.472.2
Cash flow
SEKm2021202220232024e2025e
Operating Cash Flow-34.0-30.6-18.5-4.03.4
Investing Cash Flow-16.6-8.4-6.2-13.7-20.5
Financing Cash Flow50.051.616.914.020.0

Rating definitions

The team

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Contents

Review of Q4 2023: Estimates versus Outcome

ARR development: Two steps forward - one step back

Sales: Missed expectations

Gross margin: Unfavorable customer mix

OPEX: Smaller increase

Profitability and financial position

Estimate Revisions: Decreased ARR forecast

Valuation

Investment thesis

Quality Rating

Financials

Rating definitions

The team

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