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Results Presentation Year ended 31 December 2015 BrainJuicer Group PLC
Feel more: Buy more. Results Presentation | Year ended 31 December 2015 BrainJuicer Group PLC Feel more: Buy more system1agency.com @system1agency...
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Katherine Oliver
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Feel more: Buy more.
Results Presentation | Year ended 31 December 2015 BrainJuicer Group PLC
Feel more: Buy more
system1agency.com
@system1agency
Leading exponent of behavioural economics and system-1 thinking in marketing and research
BrainJuicer Group PLC
Our five golden rules of famous 5-Star communication 1.
We think much less than we think we think (fast feelings drive decisions, slow thinking rationalises the reasons)
2.
Those who tell the best stories rule the world (the human mind is a story processor not a logic processor)
3.
Your buyers mostly buy other brands and occasionally buy yours (growth comes from gaining a repertoire among more people)
4.
Focus on new buyers because loyalty comes free (you don’t increase your brand’s share by targeting existing users)
5.
Fame, Feeling and Fluency drive famous 5-Star Marketing (fortune follows fame | feel more buy more | recognition speeds decision)
2
Building our core, expanding our repertoire and extending our availability
Strong underlying momentum
System1 agency
17% growth in core products
Setting up our new creative agency
(Ad Testing, Brand Tracking, Predictive
based on system-1
Markets)
Fame | Feeling | Fluency
Zappistore
Significantly enhanced our Ad Testing
Starting to sell light automated
and Brand Tracking positioning and
versions of our products online
offerings
(www.zappistore.com)
Focus on Ongoing 85% of our business now “Juicy” so moving focus to “Ongoing” regular
repeat business
BrainJuicer Group PLC
3
Financial Results
BrainJuicer Group PLC
4
Gross profit (£m) main top-line performance indicator 25
Top-line flat but strong profits and cash flow
20
H2
15
H1
Revenue up 2% Gross profit up 4%
10
Overhead costs up 4%
5
Operating profit up 6%
0 2008 2009 2010 2011 2012 2013 2014 2015
Profit before tax up 5% Profit after tax up 5%
Operating profit (£m) Diluted EPS up 7%
5 4
H2
Cash conversion 89% of PAT
3
H1
Cash £6.37m and no debt
2
Changing financial year end to
1
March 2017
0 2008 2009 2010 2011 2012 2013 2014 2015 BrainJuicer Group PLC
5
Juicy Quantitative Products – gross profit £m 20 Ad Testing & Brand Tracking
Lack of overall growth masks strong growth in core products
15
Predictive Markets Other
Juicy Quant Products growing and scalable particularly three core products …
10
Ad Testing & Brand Tracking – building brands Predictive Markets – directing innovation
5 0 2011
2012
2013
2014
2015
Ad Testing & Brand Tracking lead to Ongoing work sole supplier status and regular usage
Twist and Juice Gen – gross profit £m 20
Significantly enhanced Ad Testing and Brand Tracking in 2015
Twist
15
Juice Gen (Qualitative)
Fame | Feeling | Fluency approach to brand building 10 5 0 2011 BrainJuicer Group PLC
2012
2013
2014
2015 6
Mixed fortunes geographically Reflecting client ups and downs more than systemic issues Gross profit split Gross profit UK
£6.73m
- 1%
Operating profit £4.53m
- 6% Brazil
US
£7.76m
+ 21%
£4.42m
+ 19%
Continental Europe
£3.13m
- 9%
£1.62m
- 3%
Asia
£1.49m
- 12%
£0.56m
- 30%
Brazil
£1.14m
+ 11%
£0.62m
+ 120%
Asia UK
Continental Europe US
Total Central Costs Operating profit
BrainJuicer Group PLC
£20.25m
+ 4%
£11.75m
+ 4%
£(7.21)m
+ 3%
£4.55m
+ 6%
7
Gross profit
Cost increase mitigated by bonus reduction
Cost pre bonus Bonus Operating profit
2015
2014
Growth
£20.25m
£19.41m
4%
£(15.64)m £(14.03)m
Cost before bonus up 11%
11%
Higher than gross profit growth due to one-off costs (£0.32m) and Juice Gen savings not flowing through until 2016
£(0.06)m
£(1.08)m
NM
£4.55m
£4.30m
6%
Reduced bonus Total overheads (after bonus) up 4%
Overhead costs – £m Capacity to scale several times current size without CAPEX and without costs growing as
20
much as gross profit 15
Bonus Consistent effective tax rate
10
Cost pre bonus 5
33% in 2015 vs 32% in 2014 Higher than UK tax rate (~20%) due to higher US taxes and disallowable costs
0 2015
BrainJuicer Group PLC
2014
8
Strong cash flow and returning it to shareholders
Cash Flow
Returns to shareholders
Pre-financing cash flow has been at
Over the last 5 years, returned £5.17m
least 78% of profit after tax every year
in dividends and £3.56m in share buy-
over the last 5 years
backs
And was 89% of profit after tax in
In 2015 £0.54m in dividends and
2015
£0.93m buy-backs
Finished year with £6.37m cash and
Plan on continuing in the same vein in
no debt
future
Plus £2m committed overdraft facility (put in place as contingency in case of acquisition)
BrainJuicer Group PLC
9
Fame | Feeling | Fluency
BrainJuicer Group PLC
10
Fame
Feeling
Fluency
If a brand comes readily to mind,
If people feel good about a brand,
If people recognise a brand
people perceive it to be a good
they perceive it to be a good
quickly, they perceive it to be a
choice
choice
good choice
Explains current market share
Predicts future market share
Reduces price sensitivity
Fortune follows fame
Feel more buy more
Recognition speeds decision
BrainJuicer Group PLC
11
System1 creative agency Feel more: Buy more
BrainJuicer Group PLC
12
1
2
3
We only develop System1 work
We source the best creative talent available anywhere
We guarantee everything we deliver will work
The most effective ideas don’t persuade, they seduce
Rather than fixed creative teams, we manage a Network of Creative Networks
Using BrainJuicer’s behaviouralbased testing methodologies, we can predict the success of new ideas
Our work is based on a fundamental principle from the behavioural sciences that the more a consumer feels for a brand, the more a consumer will buy
In an Uber-era, there’s incredible creative talent out there - and we have found a great new way to tap into it
All ideas are pre-tested before they are presented to clients, and then tested again once they are produced
System1 only produces creative work that translates emotion into brand growth
For each creative challenge we brief 4 creatives/teams/boutiques who best fit the brand and challenge
We don’t speculate with anything, and we don’t stop creating until we achieve success
And of course – we lead the process every step of the way BrainJuicer Group PLC
13
System 1
BrainJuicer Group PLC
vs
System 2
14
System 1
BrainJuicer Group PLC
vs
System 2
15
Summary
BrainJuicer Group PLC
16
Continuing the momentum
Expanding our repertoire
Extending our availability
Core innovation screening and brand
Utilising behavioural science insights
Adding our products to an online
building services growing
and Fame | Feeling | Fluency to
portal. Inexpensive, fast and highly
consistently and strongly
establish System1 creative agency
scalable
Fame | Feeling | Fluency significantly
Now creating (as well as measuring)
enhances brand building services
brand building communications
(Ad Testing and Brand Tracking) Ad Testing and Brand Tracking driving ongoing regular repeat work
BrainJuicer Group PLC
17
Feel more: Buy more.
Results Presentation | Year ended 31 December 2015 BrainJuicer Group PLC
Feel more: Buy more
system1agency.com
@system1agency
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