caswing.blogg.se

It also has to improve its logistics and operations, which can drive the cost of those orders down.Īs Blue Apron’s competition heats up, its marketing costs are also going to balloon. This quarter, the company said it spent $61 million on marketing, up from $25.4 million in the first quarter last year. That might not come as a huge surprise as the company looks to continue to grow its customer base, which means it has to appeal to consumers that might be more price sensitive - even if it’s bringing them in at a trickle. The company said the average order value in the first quarter this year was $57.23, which was a decline from the first quarter last year when it said the average order was $59.28. Its average revenue per customer in the first quarter this year was $236, down from $265 in the first quarter last year. That number of orders seems to be steadily increasing, with the company logging 2.9 million orders in the first quarter of 2016.

Getting into the unit economics, Blue Apron said it had 4.3 million orders in the first quarter this year, up from 3.7 million orders in the fourth quarter of 2016. Despite all this, Blue Apron said it lost $55 million in 2016, though it said it lost $52 million in the first quarter this year. For the first quarter this year, Blue Apron said it generated $245 million in revenue, up from $172 million in the first quarter last year. Blue Apron said it generated nearly $800 million in revenue in 2016, up from $341 million in 2015. The company is showing a rather incredible amount of growth.

While younger companies are expected to burn a ton of money (especially Snap, the largest consumer IPO in many years), Blue Apron appears to have been able to control its costs for at least a hot second before going into growth mode. Blue Apron said it brought in $3 million in profit in the first quarter last year, though it swung to a wildly larger loss in the first quarter this year. There’s one unique twist to this consumer IPO, however: it was actually profitable in the first quarter last year. That’s important, because it continues the tone that both enterprise and consumer companies see an opportunity to go public, which may signal additional activity as we go further into the year. Blue Apron, which delivers ingredients to cook meals in your home and was among the companies whispered to go public this year, has now filed to go public.Īmidst an array of enterprise companies that have jumped on the IPO bandwagon following Snap’s successful IPO (aside from its more recent whiff of an earnings report), Blue Apron appears to be the next major consumer IPO.