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The long road to the Qualtrics IPO

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Speculation around the Qualtrics public offering is nothing new. All the way back in 2016, CEO Ryan Smith was dropping not-so-subtle hints about his intentions to file for IPO. After a decade bootstrapping, and growing to $50 million in annual revenue, the company was swayed into taking outside capital from Sequoia, and then again from Sequoia, Accel, and Insight Venture Partners.

TechCrunch has written about the entire journey, and considering the unusual circumstances of the public offering paired with Qualtrics’ position outperforming its peer group, we thought it smart to take a look back at how the whole thing came together.


2017

After years of dodging the question, or offering up vague answers, Smith said the following in an interview with TechCrunch back in 2017:

We know that there’s a huge opportunity here and we’re being very thoughtful about it because it’s not about going public. Going public is super easy to do. Just file the S-1 and we’re out,” Smith told [TechCrunch]. “It’s about being public and how that works and getting the house in order to make sure that that’s the case. We’re going to be a great public company. We’re going public.

Just a couple days later, literally, Qualtrics raised $180 million at a $2.5 billion valuation, again from Sequoia, Accel, and Insight Venture Partners. At the time, it was the biggest investment Accel had ever made. The growth of the company was staggering — the experience management startup had gone from $50 million in revenue in 2012 to $250 million in revenue in 2017.

TechCrunch and many others speculated that the massive raise may not signal a delayed IPO, but rather a final financial push before listing on the public markets.

Smith was coy about whether that speculation was warranted:

We raised the money because we can. An IPO isn’t an exit. It should be the beginning and we wouldn’t be going out if we didn’t think that more wealth could be created post-IPO.

The company also launched its XM platform in 2017, an experience management platform that Smith implied would one day be as ubiquitous as Workday or Salesforce software in every office, but for managing internal feedback and helping organizations uncover key business drivers, predict future customer needs, and retain employees.

Sequoia Capital partner Bryan Schreier said at the time:

Qualtrics is an outlier. They have delivered outstanding, accelerating growth at nine-digit revenue numbers all while staying cash flow positive. That is practically unheard of. It’s an incredible sign of confidence in Qualtrics’ continued growth trajectory and the huge market for its new XM Platform that all of its investors have come back to buy as many shares as they could at this new valuation.


2018

In October of 2018, Qualtrics filed its S-1, which included third quarter results for the firm. Revenue was more than $100 million (up $8 million from the quarter before) and nearly 75 percent of that was gross profit. It was a strong quarterly performance and the perfect primer for a public offering.

The original plan was to sell 20.5 million shares in its debut for $18 to $21, which would have grossed up to $495 million, putting its valuation between $3.9 billion and $4.5 billion.

And then the unexpected happened.

SAP swooped in with an $8 billion acquisition offer. An offer that Qualtrics did not refuse. Its public offering was delayed (or scrapped, depending on how you look at it) yet again.

The idea was that SAP’s operational data combined with Qualtrics’ customer and user data would be a devastating blow to the competition and give the duo an unmatched level of power. Think Facebook’s acquisition of Instagram. Think Eye of Sauron.

SAP CEO Bill McDermott said at the time:

The legacy players who carried their ‘90s technology into the 21st century just got clobbered. We have made existing participants in the market extinct.

If it wasn’t clear, he was talking about competitors like Oracle, Salesforce, Microsoft and IBM.

As part of the acquisition announcement, Qualtrics offered yet another revenue update, saying it expected excess of $400 million in revenue for 2018 and a forward growth rate of more than 40 percent, synergies from the acquisition notwithstanding.


2020

Post-acquisition Qualtrics was a quieter Qualtrics, so we’ll skip past 2019 to 2020. Just 20 short months after being acquired, another twist in the plot: SAP announced it would spin out Qualtrics in a new IPO.

Noting the company’s cloud growth had been in excess of 40 percent, SAP said the company would continue to be run by founder Ryan Smith and, interestingly, mentioned that Smith intends to be Qualtrics’ largest individual shareholder. SAP, of course, would retain majority ownership of the company.

Though the announcement lacked much meat with its potatoes, it implied that Qualtrics could grow even more rapidly if not encircled by SAP’s corporate arms.

The spin-out strategy was a rare move for a company like SAP.

As my colleague Danny Crichton wrote at the time:

While private equity firms will take a company private and sometimes quickly turn it around in an IPO, it is rare to see a large company like SAP make such a dramatic last-minute bid for a company only to reverse that decision just months later.

Here at TechCrunch we were excited about the impending IPO. Here was a company that had nearly gone public, now going public again.

And just as the year was coming to a close, Qualtrics dropped its first (second, technically) S-1 filing. After digging through the numbers this was our takeaway from the data:

Qualtrics is growing at over 30%, and after enduring some post-acquisition costs that appear at least partially related to how SAP handled equity compensation, is back to a more acceptable level of losses on a GAAP basis and is doing perfectly fine when we observe its adjusted (non-GAAP) results.

As often happens when a company goes public while having a large corporate owners, Qualtrics’ accounting was harder to parse the second time around, but the bones of a nicely growing software company at scale were still there. How investors would value Utah’s giant was the next question.


2021

A few weeks later, Qualtrics dropped what would prove to be its first IPO pricing interval, targeting a range of $22 and $26 per share, giving the company a far larger value than it had targeted during its first run at the public markets.  Of course, Qualtrics was not only benefiting from its own growth and whatever boost it received from synergies with SAP, but also from frothy SaaS valuations and a frenetic public market.

At that price, with 50 million shares up for grabs, the target raise was north of $1 billion. If that sounds high recall that Qualtrics posted a revenue run rate of around $800 million. The company’s growth has kept up as well, with the company’s Q4 2020 midpoint revenue expanding more than 23% compared to its Q4 2019 performance.

All said and done, the S-1/A pegged Qualtrics’ early 2021 valuation at anywhere from $11.2 billion to $13.3 billion. Alex Wilhelm is much better at breaking down the numbers than me (or anyone, really) so I urge you to take a look at his coverage.

Wilhelm was also astute enough to recognize that the share pricing for Qualtrics’ IPO would likely be adjusted higher. And it was!

Yesterday, Qualtrics raised its share price from $22 – $26 to between $27 and $29, putting the valuation range between $13.8 billion to $14.8 billion. Yowzah!

  • New Qualtrics low-end IPO run rate multiple: 16.2x.
  • New Qualtrics high-end IPO run rate multiple: 17.4x.

Wilhelm noted that the Qualtrics share price may go up yet again, but also explained that while the multiples in play may feel low, it’s tough to be certain:

Those do not seem to be particularly high multiples for Qualtrics, given recent market norms. However, trying to decipher the public market lately has been similar to reading the Rosetta Stone, but written in Wingdings. While on acid. So, you never know what is going to happen when a company starts to trade.

There is one thing we know for sure: Qualtrics has showed growth in revenue and more profitability than most software companies during its entire existence. We’ve been waiting for this IPO for years now, literally, and while many pieces of the puzzle are uncertain, we’ll get our answers soon enough.

Unless of course some giant firm swoops in with a $20 billion acquisition offer. Now wouldn’t that be fitting?

 

Lyron Foster is a Hawaii based African American Musician, Author, Actor, Blogger, Filmmaker, Philanthropist and Multinational Serial Tech Entrepreneur.

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SpaceX’s Starship prototype flies to 32,000 feet and sticks the landing in third flight test

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SpaceX has launched SN10 — the tenth iteration of its current prototype series of Starship, the heavy-lift reusable spacecraft it’s developing. Starship SN10 took off from Boca Chica, Texas, where SpaceX is developing the vehicle. It flew to a height of roughly 10 km, or 32,000 feet, before performing a maneuver to re-orient itself for a friction-assisted landing descent.

Unlike the last two Starship prototypes to fly this high, however, the roughly six-minute flight did not end in a fireball [UPDATE: Well, not immediately. The rocket did blow up while stationary on the landing pad a few minutes after landing, potentially due to a leak]. Instead, it completed its landing flip maneuver as intended and slowed itself for a soft touchdown, with the rocket remaining vertical and intact afterwards.

This was a fantastic outcome, and a nominal one in all regards according to SpaceX’s livestream. But why the prior explosions to get to this point? That’s partly down to the way in which it has been doing its development of this vehicle. All rocket development includes unexpected events and sub-optimal outcomes, but SpaceX has a couple of things at work that mean is efforts are subject to unusual scrutiny versus your average spaceship manufacturer.

First, it’s doing this out in the open — the Boca Chica facility is basically just a couple small buildings, some concrete pads, some storage tanks and some scaffolding. It’s extremely close to a public roadway (which is closed during testing, while the surrounding area is evacuated), and people can and do just drive up and set up cameras to film what’s going on. That’s not at all how legacy rocket makers have typically done things.

Second, SpaceX founder and CEO Elon Musk has been adamant that SpaceX pursue a development strategy of rapid iteration and prototyping with Starship’s development. That has meant it’s manufacturing and assembling Starship prototypes simultaneously, making small changes as it goes, rather than stepping back after each test and doing a prolonged, multi-month analysis before proceeding with building and flying another version.

A launch attempt earlier in the day was cut short after a brief engine fire, when instrument readings from the rocket showed a slightly high thrust value that violated what Musk termed “conservative.” The fix that SpaceX instituted was actually adjusting the limit higher in order to avoid the abort initiation.

No doubt the company will do an investigation into the cause of the explosion that followed the successful flight and landing maneuver, but the test was still successful in all the ways that matter most for SpaceX at this stage of development. Next up for Starship is likely increasing the height of these test flights. Eventually, the goal is to reach orbit, of course, but SpaceX is likely to try a few launches that remain atmospheric but far exceed this one before it attempts making that trip.

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The Aston Martin DBX is a tale of two vehicles

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The Aston Martin DBX is the brand’s first SUV — and the stakes for the iconic British luxury car maker couldn’t be higher.

Like Astons before it, the DBX is objectively handsome. Its sculptural form stretches out to unapologetic ample proportions, and stands out in the crowd of SUVs that frequent the private-school pickup lane. It’s an opulent design that scores high on aesthetics, performance and character. It’s also a vehicle that arrives late to the ultra premium SUV segment, and lacks the in-car technology and fuel economy of others of its ilk. Sales of the DBX, which starts at $176,900, began overseas last summer and entered the U.S. market in late 2020. (The version Aston Martin provided to TechCrunch for a test drive had the option-loaded retail price of $205,186 DBX, including delivery fees.)

Call it a tale of two vehicles in a time of dueling principles vying for luxury auto buyer budgets. Demand for SUVs continues to skyrocket, just as the mobility sector inclines sharply toward electrification. Aston Martin set a goal of selling 14,000 vehicles by 2023, a steep hike for a small, boutique brand. However, under new leadership, the company has dialed back those projections to 10,000 as part of its reorganization dubbed “Project Horizon.”

After an underwhelming year due to the pandemic, a new major owner and a new CEO are in place. It’s unclear which narrative will determine the DBX’s fate. The future of the company rests on its success.

Aston Martin said the DBX met sales expectations in 2020, with 1,516 units sold. The company anticipates that the DBX will make up 40% to 60% of global volume in 2021 — its first year of full production.

A tale of two vehicles

How to achieve best-in-class tech in both engineering and in-car experience is a quagmire for low-volume supercar makers who aren’t owned by a larger automaker that can lend that expertise. Aston took steps to solve this problem through an agreement reached with Mercedes-Benz AG to develop engines and electric architecture back in 2013. Tobias Moers, who headed up Mercedes-Benz’s AMG division until last summer, is Aston’s new CEO, a clue on how vital Aston still sees Daimler’s technical performance to its future.

Aston Martin has recently reentered Formula One racing, and true to the brand’s motorsports history, the DBX has sports car-like power, sprinting from 0 to 60 miles per hour in 4.3 seconds, using Mercedes-Benz AMG engines.

On the interior, the DBX scores high as a total sensory experience to drive (and floss in), affording its passengers panache and comfort, all swathed in Bridge of Weir leather. There are nifty options such as a snow pack, complete with a ski boot warmer.

Image Credits: Aston Martin

The other half of this product’s interior story raises more pragmatic questions about the role of in-car tech in the super luxury segment, and gets at the crux of Aston’s dilemma. Aston will always be at least one generation behind the latest Mercedes advancements. For a vehicle with a starting price of $180,000, cars that cost half the price have more advanced in-car features.

User experience

The Aston Martin DBX is equipped with COMAND, an infotainment system that Mercedes introduced in 1998, refreshed in 2014 and updated again in 2016. When it comes to tech, a few years feels like a lifetime. 

The challenge is that it’s not as simple as replacing a head-unit, Nathan Hoyt, a spokesperson for Aston Martin, told TechCrunch.

“The car would need to be revised to work a whole new electrical architecture” he said. “That said, the closer alignment we previously announced between Mercedes and Aston Martin means we will continue using MB technology for the foreseeable future.”

While Aston Martin is saddled with an older system, Mercedes-Benz has since moved on to MBUX, a new more technologically advanced infotainment system that was introduced in 2018 and has already been updated. No word on when MBUX will find its way to Aston Martin products.

In practical terms, that means a 2021 luxury vehicle that’s missing a touchscreen. What’s in its place is far too much clunky plastic to be called classic analog, which perhaps would make more sense. Think Mac keyboard, circa 2014. Apple CarPlay is standard on the DBX, but it lacks Android Auto.

aston-martin-dbx interior

Image Credits: Aston Martin

Instead of slick knobs, there are plastic buttons that seem out of step with the rest of the vehicle’s swanky naturally sourced woods. Plastic is also present on the air vents and gear selector.

In fairness, the everything-but-the-kitchen sink isn’t the best solution to in-car technology. Many carmakers have far too much frustrating and tactile tech on the dash that isn’t intuitive.

aston-martin-dbx-hyper-red-a1-aml-213-jpg.

Image Credits: Aston Martin

The tech that stood out

Aston’s done what it can to make DBX’s inner working distinct from the traditional Mercedes system. Creative thinking shows up in the 10.2-inch display’s slick graphics made for DBX on the center stack. A DB5, James Bond’s vehicle of choice, is used as an icon to indicate adaptive cruise control activation.

Aston manages to use the tech that it does have to its advantage — and it’s a whole mood.

Ambient lighting offers 64 different colors in two zones and a sound system that feels of the moment. The custom sound system boasts 790 watts over 13 speakers and a sealed subwoofer, and noise compensation tech that drowns out road noise. The combination of that cushy cabin and the boom of those speakers makes it feel as if one is driving around in a high-end theater, back when we all went to the movies, or if you’re an Aston owner, escaped into your personal home theater.

ADAS: form and function

Aston compensates for lack of computational power by making adaptive cruise control, front and rear parking sensors, lane-departure warning, lane-keeping assist and blind-spot monitoring all standard safety features.

Each function is housed in one of the aforementioned plastic buttons. Adaptive cruise control is on the left of the steering wheel, and can be adjusted to monitor distance and speed. The lane-keeping assist button is on the right of the center console.

The controls on the center console require the driver to glance down for a brief moment, causing the eyes to flit off the road. When lane-keeping assist is engaged, a light on the dash and a gentle twitch of the wheel alert the driver. Other switches control driver performance and Aston’s air suspension settings.

Character study

Stateside, Aston might be limited to James Bond, but for the British car culture enthusiasts, the brand is steeped in emotion, gravitas and significance. I attended the Aston centenary in 2010 in England, where I saw an outpouring of love across the U.K. for the brand’s heritage.

Under former CEO Andy Palmer, Aston was in pursuit of its future. A more modern factory in Wales was built to make DBX. But part of Aston’s intrinsic appeal is that some components are still hand built to suit the low-volume connoisseur of a few thousand-of-a-kind vehicle. As cars become more complex computerized systems, hand built becomes more of a liability.

The DBX’s path comes down to what the prospective driver wants and needs this vehicle to be in place of proper high-six figure dream machine such as the Rolls-Royce Cullinan owned by the BMW group, or Bentley Bentayga, Lamborghini Urus and Porsche Cayenne, which fall under the collective VW umbrella. Or Tesla, which is Tesla.

aston-martin-dbx

Image Credits: Aston Martin

As slick technological features become more important, Aston Martin may need to rethink how it solves for lagging behind. That may mean doubling down on what it means to be unapologetic and classic. Or using future powertrain variants to push the 21st century automaker messaging. The latter seems most likely.

A 2020 agreement with Mercedes that builds off of an existing partnership will give Aston Martin access to a wide range of technology, including electric, mild and full hybrid powertrain architectures through 2027.

Aston Martin indicated in its latest earnings call that offering a hybrid SUV will be important for the company. Tobias Moers, Aston Martin’s new CEO and the former head of Mercedes-Benz AMG, said a plug-in hybrid DBX will be offered before 2024. All-electric vehicles are part of the company’s plans as well, and have been targeted for middle of the decade.

The question is whether Aston Martin will give the infotainment system the needed upgrade to match the hybrid and EV tech.

When it comes to high-six figure SUVs, the air is thin at the top.

Image Credits: Bryce Durbin

 

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Daily Crunch: Google swears off ad-tracking

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Google says it’s focusing on privacy-friendly approaches to ad targeting, Okta acquires Auth0 and a flying taxi startup raises $241 million. This is your Daily Crunch for March 3, 2021.

The big story: Google swears off ad-tracking

While Google had already announced it would be phasing out support for third-party cookies in Chrome, it went further today by declaring that “once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”

In fact, Google’s David Temkin argued in a blog post that attempts to build alternative approaches to ad-tracking will not “meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment.” Instead, he pointed to Google technologies like its interest-based Federated Learning of Cohorts.

The tech giants

Okta acquires cloud identity startup Auth0 for $6.5B — With Auth0, Okta gets a cloud identity company that helps developers embed identity management into applications.

Netflix launches ‘Fast Laughs,’ a TikTok-like feed of funny videos — This feature (now rolling out on iOS) allows users to watch, react to or share the short clips as well as add the show or movie to a Netflix watchlist.

Facebook’s Oversight Board already ‘a bit frustrated,’ and it hasn’t made a call on Trump ban yet — Board member and former Guardian editor Alan Rusbridger implied that the binary choices the board has at its disposal aren’t as nuanced as he’d like.

Startups, funding and venture capital

‘Flying taxi’ startup Volocopter picks up another $241M, says service is now two years out — Alongside its vertical takeoff and landing aircraft, Volocopter has also been building a business case in which its vessels will be used in a taxi-style fleet in urban areas.

Identiq, a privacy-friendly fraud prevention startup, secures $47M at Series A — Identiq takes a different, more privacy-friendly approach to fraud prevention, without having to share a customer’s data with a third party.

After 200% ARR growth in 2020, CourseKey raises $9M to digitize trade schools — CourseKey’s B2B platform is designed to work with organizations that teach some of our most essential workers.

Advice and analysis from Extra Crunch

Eleven words and phrases to cut from your VC pitch deck — Weeks or even months of working on your pitch deck could come down to the 170 seconds (on average) that investors spend looking at it.

Create a handbook and integrate AI to onboard remote employees — Professionals have adapted to remote working, but the systems they use are still playing catch-up.

First impressions of AppLovin’s IPO filing — AppLovin’s filing tells the story of a rapidly growing company that has managed to scale adjusted profit as it has grown.

(Extra Crunch is our membership program, which helps founders and startup teams get ahead. You can sign up here.)

Everything else

Cables could help soft robots transform into harder structures — The sub-category of soft robotics has transformed the way many think about the field.

Dear Sophie: Can you demystify the H-1B process and E-3 premium processing? — The latest edition of “Dear Sophie,” the advice column that answers immigration-related questions about working at technology companies.

The Daily Crunch is TechCrunch’s roundup of our biggest and most important stories. If you’d like to get this delivered to your inbox every day at around 3pm Pacific, you can subscribe here.

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