Just finished reading the 2017 GSW AGM presentation. It's light on substance and heavy on buzz words. It reads like a poorly written sales pitch. What I find most concerning is their claim that they have multiple layers of moats (buffettology) around their business: high barriers to entry (an empty statement without further elaboration), high switching costs, and powerful network effects. Those are really bold claims. Very few companies can factually demonstrate that their business possess all three of those forms of durable of competitive advantage. I see one specific flaw with their business model is most of the revenue is transnational ($0.29/Order) as opposed to recurring/contractual (SAAS subscription). Unless they have plans to build a SAAS revenue stream, they are very exposed to changes in buying habits of the general public. I would not go as far as to say that GSW is doomed to fail but I will say that GSW has a lot to prove.
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