Case 12 (Autosaved).docx - Case#12 What Are We Really...

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Case #12: What Are We Really Worth? (Valuation of Common Stock) When Matt concocted his cleaning compound, some twenty years ago all that his wife, Edith, and he were trying to do was to come up with a sweeter, gentler, yet tougher, cleaning product. Little did he realize that someday he would be the proud owner of a multi-million dollar firm debating whether or not to sell stock to the public? After having peddled vacuum cleaners and floor wax products at state fairs and trade shows throughout the Midwest, Matt and Edith Short realized that there was a dire need for a cleaning and polishing product that was free from harsh chemicals, environmentally friendly, and tough on dirt and grime. So Matt spent many hours in his garage at their country home in Appleton, Wisconsin experimenting with various oils, cleansing agents, and extracts until he finally came up with what he proudly calls, “The perfect cleaner and polish.” It was the pure citrus oil made from the peels of Valencia oranges that did the trick. Not only was the mixture sweet smelling, it was an effective solvent and degreaser which worker wonders on their kitchen cabinets at home. So spurred on by their close friends, the Shorts formed their company, Citrus Glow (which they later changed to Citrus Glow International), in December of 1984 and took their dog and pony show on the road. Initially, they sold their products mainly through “word of mouth” advertising at state fairs, and home and garden shows, but later with the help of their 3 children, Lisa, Dan and Joe, they used direct response television, direct mail, and e-commerce channels to help grow the company’s revenues at a phenomenal rate. When the Home Shopping Network agreed to let them show off their merchandise about 5 years ago, major retailers like Wal-Mart and Costco took notice and started stocking Citrus Glow products on their shelves. Within twenty years, their sales had grown to over $500 million and their production facilities were beginning to feel the strain. Their product line had expanded to include air fresheners, soap bars, liquid soaps, spot removers, and a variety of cleaning tools. Through all this success, the Shorts always focused on customer need and satisfaction, always encouraging customers to provide them with feedback and testimonials. Their latest addition, i.e. an industrial-strength cleaner and wood protector, seemed to be gaining wide acceptance both in the United States and overseas. Matt, who was nearing 75 years on age, knew that they would need to raise significant amounts of capital if they wanted to keep growing and expanding their product line. Still actively involved in the business, he had asked the rest of his family for their suggestions regarding the possibility of going public by issuing an initial public offering (IPO). Lisa and Joe strongly supported the idea because they felt that with competitors coming up with substitute products, they needed to stay ahead of the game. Dan, on the other hand, disagreed and recommended that they outsource the production and concentrate on their marketing efforts. He preferred the firm to
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