MAARS Software - Marching Ahead
maars-soft.com
10/30/99
The past year has been tough for the software companies that focused on ERP. ERP was the buzzword just two years back. However, the craze dwindled as the Y2K bug threatened. This resulted in the shift of IT budgets from implementation of ERP to exterminating the Y2K bug across the world. While the software companies catering to Y2K problem enjoyed the ride, ERP companies witnessed a lull in their operations.
Secunderabad-based Maars Software International (Maars), into ERP implementation and IT consulting, has however succeeded in overcoming this trend and has reported an impressive performance last year. In the current year too, the company has announced an 'excellent' performance in the first half apart from the announcement of bonus issue in the ratio 1:1. Maars currently trades at a cum-bonus price of Rs410 with a 52-week high of Rs549 and low of Rs131.
Background: Focused on manufacturing
Maars, incorporated in 1995, is an integrated player in the software industry with expertise in software consultancy and development. The company primarily provides turnkey solutions to the manufacturing industry. Its other activities include onsite consultancy, offshore development, product development, and training and consultancy. Maars commenced commercial operations in 1996.
Maars offered a Rs1.75 crore public issue at par in January 1996 to finance its hardware requirement and the cost of software for development of customized applications. Out of the total cost of Rs2.35 crore earmarked for plant and machinery, the company intended to purchase SAP software for Rs1.35 crore, whereas the rest was for hardware purchases. The equity capital of the company has increased in the current year, from Rs5.10 crore to Rs7.14 crore due to placement of shares on preferential basis. The company has also announced bonus shares in the ratio of 1:1 after the preferential allotment. Out of the current equity, the promoters hold 36%, FIIs hold 8%, Mutual Funds, NRIs and others hold 31% and the public holds the balance 25%.
Maars was promoted by T Varadharajan and R Rajagopalan. Varadharajan, a Mechanical Engineer from the Madras University has over 30 years of experience in manufacturing systems, IT, corporate management services and project management. Rajagopalan also holds a degree in Mechanical Engineering from Madras University apart from a PGDPE from IIT Madras. Prior to the formation of Maars, he worked with Sundaram Clayton, TVS Whirlpool and Alcast India. He has since resigned from the board.
In 1997, the company's revenues touched Rs16.49 crore showing an annualized growth of 218%. The company reported a 70% jump in total revenues in 1998, which touched Rs35.10 crore. The net profit jumped 103% in the same period.
======================= Fact Sheet
Maars Software Limited 106/12 Habibullah Road T.Nagar Chennai 600017 Tel.: +91 44 8241902/23, 8257361/62 Fax: +91 44 8241895 maars-soft.com
Offices: Chennai, Bangalore, Baroda, Coimbatore, Vijayawada (all in India) Singapore, Maidenhead (UK), Charlotte , Chicago, Atlanta (all in USA) and Sydney (Australia)
Current Market Price (BSE): 400 52 Week High: 549 52 Week Low: 131
Listing (Stock Exchanges): Bombay Stock Exchange, National Stock Exchange and Madras Stock Exchange
BSE Code: 31528 NSE Code: MAARSOFTW ==========================
Operations: Moving towards products
Maars focuses mainly on providing consultancy in implementation of SAP and its own ERP product. It has developed an ERP package called Maarsman with the current installation base being 56 clients.
It has also established a SAP center of excellence. It employs about 250 ERP consultants with about 100 professionals in SAP R/3 providing consultancy services to companies like IBM in US, HCL Perot and KPMG in Singapore. Maars has implemented SAP at Saudi Cables, Saudi Steel, Singapore Power, Sony (Singapore), Pratt & Whitney, Adidas, Malayala Manorama, Colourchem (Mumbai) and Essar Steel. Some of the recently completed SAP projects in India include Eicher and Anil Starch Limited.
A center of manufacturing excellence provides consultancy in the area of business process re-engineering, Supply Chain Management, workflow, ERP, EDI, TOC (Theory of Constraints), and e-business. Its current focus is on the domestic market, wherein the companies are increasingly trying to adopt IT as a measure to improve operational efficiency. The ERP and manufacturing consultancy division was the biggest contributor to its turnover and managed to chip in Rs24.10 crore in 1998 out of which Rs15.10 crore was achieved from through exports.
On the project front, the company has substantial experience in executing projects on client-server and mainframe platforms. The company has implemented projects for Vizag Steel Plant, Hindustan Motors, Rane Brakes Lining and Nagarjuna Fertilizers and Chemicals. The company also has a subsidiary in the US -Hi-Tech Software-to cater to clients in the US. Hi-tech undertakes onsite projects on IBM mainframes. It provides project and consultancy services to US companies and has also been working with other system integrators and service providers. The project division employed 30 professionals and the turnover from project execution stood at Rs11 crore in 1998 against Rs6 crore in 1997.
The company is also into the ERP products segment and has developed - Maarsman, a manufacturing solution for SMEs. The product has been developed in Visual Basic front end with capability to handle back databases like Oracle SQL Server and DB2 among others. The company had sold 32 licenses till December 1998 including 22 licenses for the product in 1998. The package covers the entire manufacturing activity of an SME. The product is priced between Rs6 lakhs to Rs10 lakhs per unit, including customization, depending on customer requirements.
The company's infrastructure in Chennai includes 20,000 sq ft of owned space and 10,000 sq ft of leased space. During the current year, the company has setup new e-business centers in Chennai, Bangalore, Coimbatore, Baroda and Vijayawada with an investment of around Rs2.5 crore. The centers have a size of approximately 3,000 sq ft each. Maars company was awarded ISO 9001 certification in 1997.
Future: Globalizing operations
Maars has created a definite presence in consultancy and turnkey services, and product and project execution in the past few years. It has reported excellent growth in the consultancy division and now has its focus on the product division, which has been a modest performer until now.
Maars expects the ERP segment to rebound from the first quarter of next year. It foresees a growing market for ERP markets and expects new markets to emerge around CRM and eommerce applications. With the tie-up with SIEBEL,the leader in CRM solutions, Maars hopes to continue reporting solid growth. It is planning to train ERP consultants in these emerging areas-providing an advantage to the company. However, Maars does not have major expansion plans in this segment. Though it plans to increase the employee strength from 250 to 300 by the end of the current year, no further growth in employee strength is projected in the next year. In the manufacturing excellence divsion, Maars plans to increase the employee strength to 30 professionals by December 2000.
In the product division, Maarsman has witnessed substantial growth in the past two years. Despite increasing competition, Maars has managed to increase its clients from 10 to 56 in the past 18 months.
Maars has also acquired the IPR and customer base of the Systematics range of products from a UK company. These products are in the area of Financial Accounting, Payroll, Sales and Inventory control for small organizations and have around 1,500 customers in the UK, Far East and Kenya.
Other growth plans for Maars include setting up of subsidiaries in the UK and the USA. The company has plans to aggressively market its ERP consulting, e-business solutions, products and services in the European and the US market. Maars' acquisition of the IPR and customer base of the Systematics range of products would enable the company to create a presence and launch Maarsman in Europe. Its subsidiary in the USA will address the areas of ERP and Projects. Apart from organic growth, Maars plans to grow with acquisitions and JVs to create a stronger delivery mechanism and spread in different regions.
In the domestic market, the company plans to set up a development center of 50,000 sq ft and a residential area of 30,000 sq ft with an investment of around Rs15 crore. In addition, the company plans to strengthen the overseas marketing and support by investing Rs45 crore. These investments will be financed by the funds generated by a public offer of 20.40 lakh equity shares at Rs268 per share amounting to Rs55 crore apart from internal resources.
Financial Performance
Year Ended December 31 97 98 99* 00*
Sales 16.59 35.43 61.22 103.46 other Income 0.10 0.33 1.42 0.82 OPM(%) 28.26 27.26 22.86 23.63 Operating Profit 4.66 9.57 13.67 24.26 Net Profit 3.69 7.51 12.35 18.46 Equity Capital 5.10 5.10 14.36# 14.36 EPS 7.24 14.73 8.60 12.85
* Projections # Equity increased on account of private placement of shares and issue of bonus shares.
Human Resources Plan
Maars plans to increase its employee strength by 120 in 1999 and by 310 in 2000 in the areas of ERP, ecommerce and projects division.
ESOP: The compensation committee is working out the details of an ESOP plan, which will be implemented in early 2000 after necessary approval from shareholders.
Other Benefits: Apart from such benefits as medical reimbursement, LTA and PF, Maars is implementing a home loan scheme for its employees in association with housing finance agencies.
Financial performance: Impressive growth
Maars has been continuously producing excellent results in the past couple of years. The company has been constantly expanding its capacity, which has resulted in the falling operating profit margin (OPM). The OPM in December 1998 fell from 28% to 27%. The falling trend in the OPM is expected to continue as the company further expands its offshore capacity. During the first half ended June 1999, the company has reported turnover of Rs25.12 crore against Rs14.93 crore in the previous year. The net profit has also jumped 100% to Rs6.01 crore in the same period. The company recently announced a bonus issue in the ratio of 1:1, which will result in an increase in the equity capital, from Rs7.18 crore to Rs14.36 crore.
In the next two years, Maars is expected to report a growth in turnover of atleast 70%. Higher depreciation and marketing costs due to the expansion will result in a decline in the net profit margins. Consequently, the net profit is expected to grow at less than 50% in the next two years.
Investment potential: Attractive opportunity
Maars is currently traded at the cum-bonus price of Rs410 discounting the projected December 1999 price by 24 times and December 2000 price by 16 times. Fundamentally, Maars is in a stronger position compared to many of its peers. Post Y2K, apart from ERP, the market for internet and related areas is also expected to show rapid growth. Maars, with its successful track record in all these areas is in a strong position to address this market and report consistently improving performance. Accumulate.
(Sushanto Mitra - is a financial consultant with Technology Capital Partners.)
Courtesy:Dataquest |