Steven Goldman
Analyst · 10K Capital. Please go ahead
I would say, I think the most important, Rich talked a little bit about additional spending, and I’d characterize additional spending for the most part was in the form of marketing, advertising, and promotions to try to establish the branding of the product in a piece of our footprint. We're probably offering, I say probably because it is hard to specifically tell you the exact percentage of population of customers because they are our first target audience. Our internal customers, although where ever we're targeting internal customers, will looking at external customers as well. So, we're probably looking at a footprint, which is equal to about 8% to 12% of our company footprint from a marketing standpoint. Getting just the base formulation of the product was -- out into the marketplace was sort of expensive. We're trying to measure some of that, so we're a bit more cautious about how we'll spend with that product going forward. So I don't think, I guess my point is, what we've spent on some start-up cost and marketing probably isn’t reflective of the same rate going forward. We're going to do it pretty carefully, and part of that is we're trying to establish a new concept in our marketplace, which is personalized extended Concierge level service for people who primarily are heating oil or propane customers, but we're going to help them manage all the other services for their home. We have, I think it’s easiest to characterize as we have a few thousand paying customers paying for membership at this point, and that's our strategy that we're going to have either a monthly or annual membership to help offset some of the staffing costs to have the people that can answer the phones and provide this human touch type service. It's growing maybe a bit slower than I'd like it to be, but we're adding customers every day, and across the selected footprint that we've decided to do that in which is primarily the New York Northern New Jersey, Lower Connecticut, and Rhode Island geography, which Rhode Island spills a bit into Massachusetts, which again it's some of our more dense piece of our northern half of our business where we think the demographic best fits the target audience. I think that the pace of adding customers has been fair, and I was hoping there will be at this point a bit faster, but I think part of it is just getting people understand the product and concept and growing referrals and reputation. We've really only been marketing it as noted in Rich's comments, really the aggressive launch started in late September. So really, from a perspective standpoint, but we're about little over two months into this and then obviously there is a lag in people kind of being receptive to it. So, it's result still fully hard to measure people's appreciation of the product, the people are using it for the most part have stayed with it. So, loss rates are relatively positive, the churn of people who try it and are saying, we’re getting out. We're retaining better than 70% of the customers that are starting, and I'd say that because I am just focusing on the people who are paying, and in the world of people who do trial things and they tend to try it, and they don't say with it, but we kind of have built some mechanisms to get some recurring context which I think will be a key to a successful product or not. One thing that I would mention that kind of filters back to Star internally that doesn't really offset directly, this product cost is the benefit to pre-existing Star Group customers, which again at this point are still about 95% of these customers. We're seeing additional use of plumbing services, appliance, repair, HVAC, heating fuels sold, generators and some other partnered, more traditional work like duct cleaning that we've been doing for a while, we’ve seen some growth where we’re in concentration with where this product’s being offered. So that is very promising I think. Again, the lift is embedded in the service and installation revenue numbers. And again, it is kind of small, so they're hard to notice. But materially, they're probably a few hundred thousand dollars for the period that we started doing this. So again, all in, it's early in its onset. We're making adjustments as we see appropriate. We're certainly not looking to labor the Star Group performance in large part. But what we do with this concierge product, it's supposed to be additive in the long term, both for retention and support of growth of service revenues