Darryl Rawlings
Analyst · Lake Street Capital Markets. Please go ahead
Thanks, Laura, and good afternoon everyone. Today, I'll review our 2017 highlights. I'll keep my remarks brief as we intend to provide more detail in my forth coming shareholder letter and during our 2018 shareholder meeting, which will be held in Seattle on June 7th. In short, our 2017 performance was in line with our expectations. We have a good understanding of the levers that have driven our business historically and the team did a great job modulating our growth within our operating constraints. We also continue to see positive results from our test initiatives though it's still early days in determining how repeatable these tests are at scale. Revenues for the year grew 29% year-over-year, which is at the top end of our 20% to 30% target range. Our other business segments contributed 5% of the year-over-year revenue growth primarily due to the addition of the new partner. Revenue growth also benefited from a 9% ARPU increase in our subscription business, the results of our efforts to accurately price each of our subcategories. These efforts contributed to a strong improvement in the lifetime valuable pet, which increased 15% year-over-year to $727 from $631 in 2016. Continued expansion in the lifetime valuable pet increases our allowable tax spend, which enables us to be more aggressive in testing of pet acquisition while still achieving a strong rate of return. In addition to having a higher LVP, the continued expansion in our adjusted operating margin also increases the funds available for us to invest in pet acquisition. We achieved this primarily through scale in our fixed expenses. In 2017, scaling our fixed expenses drove adjusted operating margin to 10%. In dollars, we generated adjusted operating income of 23 million, a 58% increase from the 15 million in the prior year. In 2017, we elected to spend 18 of the 23 million on pet acquisition, an increase of 4 million over the prior year. The bulk of this was spent on well understood strategies in our core channels, are those that deliver highly efficient and predictable subscription pet enrollment. In addition to our core channel, this spend included our same-store sales initiatives as well as direct-to-consumer testing which was primarily TV. Based on early encouraging results, we intend to continue with these and other tests in 2018. In 2018, based on our forecasted increase in the adjusted operating income, we will have significantly more available to spend on pet acquisition. In general, we intend to invest in one of three ways. First, we will continue to spend on our known channels, as this is the core engine of our growth. Second, we are planning to increase spend on tests that showed positive early results, but we do not yet know whether those results are repeatable or scalable. And thirdly, we are testing completely new strategies that may or may not be successful and our spend will need to adjust dynamically. Our core channels will continue to comprise the majority of our 2018 spend; however, we expect to allocate a greater percentage to our less proven channels, comprising the second and third buckets where we have less visibility. Well, I spent the bulk of my commentary today highlighting our financial progress, 2017 was also a strong year operationally. We worked well as a team. We strengthened our culture and advanced our key strategic initiatives. You'll recall, these five key strategic initiatives are around increasing same-store sales, increasing conversion rates, scaling our adjusted operating margin, having more friends, referrals, and existing members adding more pets, all with a goal of offsetting churn or our version of Nirvana. And the fifth, automating payments of veterinary invoices. In some areas, we made more progress than others. These are hard multiyear initiatives, but we continue to work diligently to deepen the modes around our business. We will elaborate more on these efforts at our upcoming Annual Shareholder Meeting, and I encourage you to attend in person to get the benefits of this discussion. We designed this day to be far different from a typical shareholder meeting. For our shareholders, this all day event is your opportunity to get in depth access, you can expect to meet our team, experience our culture, and spend a significant portion of the day with a large panel of leaders answering the questions that you care about most. In summary, 2017 was a solid year financially and operationally. We continue to advance our mission to help the pets we all love, receive the best veterinary care. At the core of our effort is building the trust of veterinarians and their staff and giving them the confidence to initiate conversation with pet owners about Trupanion. We're encouraged by our progress, but we still have a long way to go. And with that, I'll turn the call over to Tricia.