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Technology Stocks : APLN - @PLAN.INC - THE IPO
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To: Topannuity who wrote ()5/20/1999 9:05:00 PM
From: David M. Sawyer   of 21
 
Briefing.com

13:15 ET ******

@PLAN.INC (APLN): When advertisers and Web publishers need Internet market research, they surf over to @plan.inc. The Stamford, Connecticut-based company uses data collected from a statistically representative group of approximately 40,000 active adult Web users to create a database of consumer lifestyle, product preference and demographic information. The company derives its revenues from subscriptions to its systems. APLN currently has subscription contracts with all of the top 20 Web publishers as measured by advertising revenues, 65% of the top 20 U.S. advertising agencies primarily focused on the Web as measured by billings and 70% of the top 20 traditional U.S. advertising agencies... Financials: For the year ended December 31, APLN reported revenue of $3.1 million, an increase of 637% from the fiscal 1997 period. The company's net loss narrowed from $2.8 mln to $1.9 million. Although @plan's burn-rate has been modest by Internet standards (accumulated deficit of $5.7 mln), the company notes that it expects to incur significant operating and net losses through at least 2000... The proposed range on the 2.5 million share offering is currently $12 to $14. Hambrecht & Quist will serve as lead underwriter of the deal. Assuming the IPO prices at the high end of the range, APLN would carry a market-cap of $153 million and a trailing Price/Sales ratio of 38.5.

Good luck everybody!!


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