Investment strategy and process
In pursuit of its capital growth objective, Heliad focuses on investing in innovative and high-growth companies, primarily in Germany, aiming to be actively involved in supporting their development. The investment team will look at both private and public equity opportunities, taking a buy-and-build approach, rather than a passive one. New investments in listed companies, usually via private placements to establish a major stake, are often complementary to existing private equity holdings. Heliad targets growth equity investments of up to €10m in companies with annual sales revenues typically between €1m and €50m. The investment team currently intends to make up to three new investments each year, and considers that its large network, reputation as a reliable negotiating partner and active handson approach are key to ensuring access to attractive investments.
An essential feature of each transaction is that, through its existing knowledge and the sector expertise that it can leverage through its network, Heliad’s investment team has a strong position relative to other potential investors. This gives it an advantage in the following areas:
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performing initial due diligence;
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working with management to achieve sales growth;
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effective assessment of potential exit routes for the investment; and
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achieving a lower purchase price by bringing in a preferred partner.
The investment team has established processes for deal sourcing, deal management and portfolio management that enable it to operate efficiently in implementing the investment strategy. The team comprises highly motivated investment professionals with longstanding industry experience and access to an extensive network of industry contacts, which can be leveraged to identify and implement development opportunities for portfolio companies.
Heliad’s portfolio NAV is regularly determined on the basis of fair market values of both listed and unlisted investments, and this largely corresponds with Heliad’s reported IFRS net asset value. With changes to the fair value of portfolio investments being directly reflected in Heliad’s reported financial results, portfolio company performance is seen as a key measure of Heliad’s success. The management team aims to increase Heliad’s long-term average NAV per share, and is also committed to ensuring that its higher corporate value is closely reflected in its market price.
The availability of free cash is considered to represent Heliad’s ability to make new investments and expand existing ones, which is seen as a prerequisite for the ongoing success of the company. The management team aims to maintain sufficient liquidity for new investments, with the prospect of Heliad completing up to three transactions a year. Available free cash is defined as cash and cash equivalents, credit available under Heliad’s bank borrowing facility, in addition to readily liquidated current assets. As at end-December 2017, Heliad’s free cash was €10.0m (previous year €1.9m).
While Heliad’s performance is primarily measured in terms of NAV growth, the performance of portfolio companies is assessed on the basis of financial year-related key data such as revenue, EBITDA and profitability.
At the time of the investment decision, Heliad establishes a corporate plan with the target company management, against which the investment is assessed and evaluated every quarter. Based on monthly and quarterly figures, the investment team monitors the development of the individual companies in comparison with the prior year, the plan and the current budget. Current and strategic developments in the portfolio companies, as well as any related measures to be implemented, are discussed in regular meetings between the company management and Heliad’s investment team.
Heliad’s investment manager is responsible for the generation of investment opportunities, assessment and negotiation of acquisitions and disposals, and it also seeks to secure supervisory and advisory positions in portfolio companies wherever possible, to ensure that Heliad is integrally involved in the operating performance of its investments. In addition to its own corporate-level risks, Heliad’s risk management processes cover risks arising from portfolio company performance. Risk control reports on portfolio companies are discussed at regular meetings, where decisions are taken on the implementation of any required corrective measures.
New investment opportunities
Heliad’s investment team continually seeks to identify and obtain information early on forthcoming investment opportunities in German-speaking countries, and has the resources and tools to ensure an adequate and high-quality flow of prospective transactions. This enables it to pursue a targeted acquisition strategy to select promising companies and increase the probability of successful acquisitions by avoiding structured sales processes where there is greater competition. There is a constant flow of potential new investment opportunities generated by the team’s extensive network, which consists of former investment partners, banks, consultants, lawyers, accountants and experienced industry experts, and the team works closely with these business partners to identify and assess the most promising new investment opportunities.
Portfolio company development
Following acquisition of each new investment, the Heliad team is focused on implementation of the agreed growth strategy, which is planned to translate into a substantial increase in the value of the investee company, while the operating income from portfolio companies – such as dividends, profit shares and interest income – provides a source of cash flow for Heliad. The investment team plays a significant role in the support and development of portfolio companies: existing management and reporting structures and processes are scrutinised and optimised for continuous performance monitoring, active identification of potential additional value drivers and appraisal of company development with regard to the planned exit strategy.
While the stock market listing of portfolio companies generally provides sufficient liquidity for Heliad to dispose of a holding, the investment team is not obliged to sell down investments and distribute proceeds promptly, as is often required for fixed-term private equity fund structures. In practice, the Heliad team works jointly with the management of investee companies towards an exit strategy that has been proposed at the start of the investment period, aiming to crystallise the value created in the most effective way. The investment team works with its network of relevant industry contacts to identify and structure the optimum divestment approach for each portfolio company.
Current portfolio positioning
During 2017, Heliad significantly expanded its portfolio of unlisted and listed investments, which increased in value by €38.1m to €117.2m. During the year, new investments were made in Sleepz, Elumeo, Urbanara and Sleepz Home (a subsidiary of Sleepz), as well as follow-on investments in existing portfolio holdings Cubitabo and Springlane. Through increasing its stakes in existing portfolio companies such as Libify and Tiani Spirit, as well as making new investments in Sleepz, Elumeo and Urbanara, Heliad is continuing its strategy of planned diversification, with the aim of ensuring that its performance is less dependent on the market price of FinTech Group.
Portfolio developments continued in early 2018, with Heliad granting Libify a convertible loan of less than €1.0m and investing c €1.0m in Cyan, which listed subsequent to Heliad taking a stake. With effect from 1 March 2018, Heliad contributed its entire holding in Cubitabo to Sleepz Home and invested further in Sleepz Home as part of a capital increase.
Exhibit 2: Heliad’s listed investments as at 31 December 2017*
Name |
Description |
Headquarters |
Sector |
Market cap |
Heliad's stake |
FinTech Group |
FinTech Group is a leading European financial sector technology and service provider. Its subsidiary, flatex, has been one of the leaders in the German and Austrian online brokerage market for a number of years, reaching c 200,000 private customers, and executing 12 million trades per year. flatex is distinguished by inexpensive flat fees and a wide product range. In addition to growing its customer base, flatex has potential to expand its credit business, which doubled in volume to €200m in 2017. FinTech’s highly scalable Group Core Banking System technology provides business partners with a solution to manage processes such as granting credit, securities processing, online brokerage, retail banking and corporate payments. |
Frankfurt |
Technology |
c €540m |
14.4% c €80m |
Cyan |
Cyan is a leading European provider of mobile security solutions to customers of mobile and fixed network operators, virtual network operators and companies in the financial industry. Cyan focuses on the growing segment of smartphone users, who increasingly use mobile platforms such as email, banking, messenger or social media for their daily business, and are thereby exposed to threats of cyberattacks. |
Munich |
Technology |
c €200m |
0.5% c €1m |
MagForce |
MagForce is a leading company in the area of nanotechnology-based cancer therapy, and was the first company worldwide to receive European approval for a medical product with nanoparticles. The therapy is available in NanoTherm therapy centres in Germany in the Charité, Berlin, and the University Clinics of Münster, Kiel, Cologne, and Frankfurt. |
Berlin |
Technology |
c €140m |
3.4% c €5m |
DEAG |
DEAG is an integrated entertainment content company and a leading provider of live entertainment in Europe. It produces and organises a broad spectrum of events and concerts, covering the entire value chain in the area of live entertainment: from concerts to selling audio carriers, rights utilisation and sponsoring, and from merchandising to ticketing. Its own sales business, MyTicket, ensures increasing profitability and scalability of the business model. |
Berlin |
Digital brands |
c €50m |
3.2% c €1.5m |
Elumeo |
Elumeo is a leading European e-commerce provider of jewellery, with brands including Juwelo, Rocks and Co, and AMAYANI, also selling to global customers through New York Gemstones. Elumeo cuts gemstones at its own facility in Thailand, combining the tradition of a century of craftsmanship with the cost benefits of electronic sales channels and integrated products. Sales are made directly, both online and through its own TV presence in continental Europe. |
Berlin |
Digital brands |
c €40m |
7.5% c €3m |
Max21 |
Max21 is a technology holding company. Max21’s most important investments focus on the business areas of postal services, IT security, and cloud and IT services. |
Weiterstadt, Germany |
Technology |
c €22m |
3.2% c €0.5m |
Sleepz |
Sleepz is a leading full-online service provider of sleep and home decor. Its subsidiaries, Sleepz Home, Matratzen Union and Grafenfels Manufaktur, operate online shops in the sleep segment with their own collections. Sleepz addresses both the premium and the rapidly growing budget market for sleep products. |
Berlin |
Digital brands |
c €10m |
15.4%** c €1.5m |
Source: Heliad, Edison Investment Research. Note: *Adjusted for Cyan and Cubitabo transactions completed in 2018. **As at 31 December 2017, Heliad held 15.4% of Sleepz, 8.5% of Sleepz Home and 40.5% of Cubitabo. Heliad contributed its shares in Cubitabo to Sleepz Home as part of a capital increase, effective January 2018.
Exhibit 3: Heliad’s private equity holdings as at 31 December 2017*
Name |
Description |
Headquarters |
Sector |
Heliad's stake |
MUUME |
MUUME is a technologically leading platform, which digitalises day-to-day consumption and shopping processes on smartphones, and links them with banking and payment services as well as loyalty cards/points and coupons. The MUUME platform has a modular structure suitable for the current market dynamics. MUUME provides its platform under the MUUME brand, in co-branding and as a pure merchant solution for integration in existing merchant apps (such as SDK). |
Zug, Switzerland |
Technology |
3.9% |
Alphapet |
Alphapet Ventures is the leading German online retailer of premium pet supplies and food, operating through the portals Hundeland.de, Katzenland.de and petspremium.de. A broad selection of specialist and premium products, planning tools developed in-house and an expert telephone hotline allows portal users to find the right product. Alphapet Ventures has its own portfolio of three independent brands, which are sold over-the-counter in over 100 specialist retail shops as well as via online platforms. |
Munich |
Digital brands |
6.7% |
Springlane |
Springlane is the leading platform for all cooking and baking needs. As a vertically integrated company, Springlane aims to offer an unequalled product and service range in the world of cooking. In addition to proprietary business intelligence, a high-performing e-commerce infrastructure and unique product and category expertise, the company has built one of the most influential food content communities in Europe. |
Dusseldorf |
Digital brands |
23.4% |
Tiani Spirit |
Tiani Spirit is an international IT company specialising in solutions for standardised data exchange, focusing on medical information. Tiani Spirit's software solution ties in with the globally recognised IHE standard and it has signed partners such as Cisco Systems, which integrated the software solution into its own products as well as marketing it directly. Tiani Spirit is working to develop pioneering solutions for interoperability in other areas, such as resident registration and decentralised energy provision. |
Bisamberg, Austria |
Technology |
35.4% |
Libify |
Libify Technologies specialises in the provision of portable emergency call and location systems. Its hybrid emergency call system, GEOCARE, can assist in both professional and private daily life. In addition to risk groups such as outdoor sport enthusiasts and remote workers without visual contact or phone signal, the elderly and chronically ill can also utilise the company’s safety solution. |
Munich |
Digital brands |
16.1% |
Stapp |
Stapp markets the digital presence of leading personalities (‘influencers’), developing individual web/app applications, defining an appropriate e-commerce strategy and establishing a scalable network across all relevant digital platforms. In December 2015, Stapp released the Daniela Katzenberger app “Love and Style”, which became one of Germany’s most popular celebrity apps with over 270,000 app downloads. |
Hamburg |
Digital brands |
74.0% |
Urbanara |
Urbanara sells home furnishings and accessories, relying on natural materials and high-quality workmanship by combining traditional craftsmanship with state-of-the-art manufacturing procedures. Particular value is placed on responsible manufacturing and environmental awareness. In addition to its online shop, Urbanara operates a flagship store in Dusseldorf. |
Berlin |
Digital brands |
25.8% |
My Better Life |
my better life offers individual online coaching, based on science and psychology, with the help of leading experts. Coaching is provided to address specific issues such as weight loss and quitting smoking. By end-2018, 30 programmes on stress, relationships, money, sex and other topics are planned to be available, thereby offering a central point for addressing specific individual concerns. |
Berlin |
Digital brands |
49.9% |
Source: Heliad, Edison Investment Research. Note: *Adjusted for Cyan, which listed following Heliad’s investment, and Cubitabo transactions completed in 2018.