Forum Topics MXO MXO Bull Case

Pinned straw:

Added 3 months ago

I'm going to do my best to ignore the Orange Man and Operation Tariffs today and thought the best way was to try and find some new nanocap ideas for the Strawman community.

Anyone who invests or casts an eye over the nanocap (<$50m market cap) space doesn't need to be told how brutal the sector has been for a few years now. While there is a sector wide malaise, the fact is most companies in the space aren't worthy of an investment dollar and the current market conditions are only quickening an inevitable death.

That said, there are always decent businesses that get overlooked. I recently wrote about Racing and Sports (RTH) here which I think is a nanocap who reported an exceptionally strong 1H25 result that quickly got ignored due to macro conditions. Another one in a similar position that I have nibbled away at and now have a small position in is Motio (MXO).

MXO has a rocky operating history (nanocap veterans will remember it as the old XTD), but the business as it exists today effectively began in 2019 with the appointment of Adam Cadwallader as CEO who brought with him nearly two decades of experience in the out of home advertising space. Prior to the appointment as MXO CEO he led oOh!media's (OML) "place based" media division, which is a fancy way of saying digital advertisements in locations where people are more likely to spend a longer period of time to be engaged, rather than traditional billboards which capture passing traffic.

It was this experience Adam leveraged, purchasing four different operating assets over the next few years for roughly $6m. These purchases (including two assets from OML that Adam was familiar with) gives MXO digital screens in health centres, sports venues, cafes and bars. They currently operate over 1500 screens in 1000 locations around the country and if you have ever sat in a doctor's office that has a television looping information and the occasional advertisement then you have a pretty good idea what the product is.

But while the acquisitions gave MXO an immediate footprint, work had to be done. Some assets were aged and needed refreshing, some customer relationships had been ignored and needed re-engaging and MXO themselves had to build up the internal team to target advertising customers and convince them of the benefits of using their place based media channels.

That work took a few years but it was at the FY24 result where the tone from the business changed and the strategy for FY25 shifted:

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With the "ideal network size", growth would come from optimising and re-pricing customer campaigns and driving revenue per location which has grown steadily:

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The momentum of the business has also been captured through continued upgrades to FY25 guidance, though there is some opaqueness we have to work through as the business recently spun out a non-core asset that needs to be pro-forma'd out. My best efforts to do that sees a guidance timeline that looks like this:

10 May 2024 - FY25 revenue $7.5-7.9m, cash EBITDA $800k

18 Sep 2024 - FY25 revenue $7.9-8.3m, cash EBITDA $800k

14 Nov 2024 - FY25 revenue $8.2-8.4m, cash EBITDA $1m

26 Feb 2025 - FY25 revenue $8.4-8.8m, cash EBITDA $1.2m

The non-core asset that has been spun out was Spawtz, which despite the name is not a pets focused recreational activity platform but a piece of software used by indoor sports centres to run casual leagues. It does player registration, team management, accept payments, etc. Spawtz came as part of the acquisition with digital screens in indoor sports centres and while it has been steady since acquisition, it hasn't really grown or been able to embed itself beyond the sports niche.

The spin out was to existing MXO management who were running the segment for $1.35m cash and includes five employees (including management). Importantly, MXO still own the digital screens, it is only the software part of the business that is being sold.

The combination of the Spawtz sale and strong cash generation in 1H25 has really cleaned up the balance sheet and made an investment far more palatable. The spectre of a potential capital raise has been removed as at the FY24 result the business had $1m cash and $2.2m debt as a result of vendor financing from OML to purchase cafe and bar assets.

Fast forward six months though and MXO has pro forma $3.5m cash in the bank with $2m debt, not only clearing up any concerns but giving them flexibility for more bolt on acquisitions of digital screen assets.

I've alluded to the strength of the 1H25 result a few times but to dig deeper revenue grew 44% to $5.3m while the company's preferred reporting metric of "cash EBITDA" grew 839% to $1m. Personally I would add back a few items to that reporting metric, primarily the interest bill which until debt is paid off is a real cost and also the cash cost of re-investment back into the business. Doing that I get "cash PBT" of $680k:

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The discrepancy between cash PBT and reported is because cash re-investment is significantly lower than historical depreciation and amortisation. The main contributor is acquired customer contract rights and funky share based compensation accounting, but also with an ideal network size the historical depreciation of digital screens (over seven years) isn't being matched with the up-front rollout of new ones:

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This is creating a set-up I love in nanocaps; where the reported numbers of the business are not reflective of the underlying quality or growth of the business. A scan of the profit/loss statement says MXO is a growing business but still unprofitable (-$161k) while a scan of the cashflow statement says the opposite, showing a business that generated $1.3m free cashflow in the half. Admittedly with the benefit of working capital movements but let's not let that get in the way of a good story!

So where are we today? At the time of writing the market cap is $7.5m (cue the collective grimace from my mid/large cap brethren) with $3.5m cash and $2m debt. The business did $680k operating profit in the 1H, based on FY25 guidance they appear very conservative. The history of guidance upgrades supports that view, but it could also be a general uncertainty with macroeconomic conditions and the upcoming Federal election given the cyclicality of advertising spending.

But generally speaking the second half is the seasonally stronger one for MXO:

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Despite that, given the general uncertainty and the strength of the 1H25 result I am modelling 2H25 with flat revenue (which comes out slightly above current management guidance) and with modest cost inflation and no Spawtz contribution for the final three months of the year I have my preferred cash PBT metric forecast to slightly decline back to $600k (again, slightly above current management guidance).

$6m EV with the business potentially doing $1.2m operating earnings is just 5x, and with the spectre of a capital raise behind them I think MXO deserves higher. That said there are plenty of reasons for the market to be sceptical. It's small with an ugly operating history. Earnings will be cyclical, and maybe I am extrapolating a cyclical high in 1H25. Growth per location can only be pushed so far and unless MXO can find good acquisition targets growth will be hard to come by.

But at the end of the day I think it looks very cheap and it's an example of the sorts of opportunities that can be found deep in the murky depths of nanocaps. Definitely not for everyone but for those with a stronger stomach it may be worth a look!

Goldfish
Added a month ago

Watched the CEO interview and checked out the financials

My major concerns are around the dependence on advertisers and the TAM

At the moment, the screens are only around two thirds "full" of advertising. The CEO basically admits that there is little value in just adding more screens, because advertisers often have a fixed budget in mind (ie adding more screens will not necessarily bring in more revenue). So essentially the limiting factor in this business is availability of advertising dollars. I'm no expert, but I'm pretty sure that advertising is a super-competitive and highly cyclical industry.

So this is not one of those businesses that can continue to deploy capital and generate high returns. The best they can do is to optimise the quality of their locations, demonstrate the effectiveness of their advertising (so as to attract more advertising dollars), and perhaps modestly increase the number of screens over time. If they can do that, while keeping costs under control, maybe they can do ok. But the upside seems limited

I do like the business model. Partnering with the host business, displaying some of their content, in order to get your screen into their space almost for "free"

Also the price is right, at less than one times revenue. And the business has cash-flow profitability and earnings momentum.

There are some things to like. But the potential cyclicality, dependence on advertisers and capped upside will probably keep me on the sidelines

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Strawman
Added 3 months ago

I love how you build an investment thesis @Wini -- methodical, rational and grounded. Love it!!

I'd never even heard of Motio before, but as soon as I'm done typing this I'll try and arrange a sit down with the CEO.

Also, your reaction to the global macro shenanigan's is exactly right -- ignore the noise and get on with looking for good businesses. Sure beats doom scrolling twitter (which was my initial reaction)

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jcmleng
Added 3 months ago

I have been deep diving MXO in the past day or so.

Contact with MXO CEO

I sent a message via MXO's website requesting for a media kit. A added a comment saying that I was wanting to focus on the operational and technical aspects of the business, the delivery mechanism etc.

Blown away when I received an email response from Adam the CEO directly this morning, saying that the media kits don't cover these areas, but he offered to do a F2F or video call to talk me through it, and included his email and mobile. Totally get that MXO is a nano cap, but for the lowly minority shareholder that I am, it still does take getting used to when companies actually RESPOND ...

It was also an in-my-face reminder that CEO's are real humans, and not all of them are complete arseholes like Musk ...

Note also, there is a Trading Update Webinar on Tue 8 Apr 0930 AEST/0630 AWST which I will try to attend - details on the MXO announcements page.

@Strawman , will DM to check if you have been able to line Adam up for a chat, else we can take him up on this specific offer and lock something in.

Initial Thoughts on MXO

I am really liking the turnaround that @Wini has flagged.

I have some past experience with digital signage as my IT team managed the install and operations of the digital screens which were placed throughout the business , in the admin areas, shopfloor, workshops etc.

  • Would have maybe 60-70 screens all up, scattered at locations across the country, with large numbers on a few big sites, mickey mouse compared to MXO, but good enough to get a sense of how these things work/operate.
  • We ran a solution called Brightsign if I recall - each screen had a small Brightsign set top box which runs the device and is connected to the internal network.
  • We would then use a central console to push video content or a powerpoint slideshow out through the internal network - while we could have pushed content on an individual screen basis, we generally pushed the same content globally.
  • Had one person manage this, and while this was not a full time role at all, there was a regular need for human support each time the screens died, the content needed updating etc.


So I started looking at MXO with this context in mind.

From an initial read of the Annual Reports, MXO:

  • is a Placed-Based media company
  • owns and operates digital screen networks in Health (Motio Health), Hospitality (Motio Cafe and Motio Venue) and “Play” (Motio Play) location
  • has location-specific content pushed out to thousands of screens installed at these locations, and most importantly, there is a captive audience for that location-specific content - people are sitting around waiting/hanging out, and the screens run in your face during that time ...


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  • Content comes from various channels - News Feed, OnDemand, Q&A, Centre/Location-specific Content - the screens are programmed to run through the content in a loop of content + advertising

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  • There is a product/capability called "Creator by Motion - looks like a capability for location owners to create own content, eg. A menu, specials etc and to use the digital board to publish that content


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I want to better understand the technical infrastructure and operations from install to run/operate, to be able to better assess the reasonableness of the financials, especially on personnel cost, running costs, capex for the screens, which should then inform on scalability of the screen network and how growth can be supported.

I don't understand how advertising contracts work either ...

Don't fully understand the competitive moat and barriers to new entrants, to deliver the advertising capability/revenue. Digital signage as a hardware and software capability is not hard nor expensive to deploy in a location or in a multi-site organisation. The challenge is in managing the ongoing running of that signage in terms of content creation, refreshing, tech support etc. Is this MXO's moat, in that it takes away all that from the business hosting the signage and manages it entirely remotely? Or is the moat around the locations, location intelligence, location-based content which then makes advertising very targeted and cost effective? Or both?

MXO Price

Aside from all that @Wini has flagged, the other major attraction is that the price is as close to $0 as it could get. MXO has been listed since Sep 1994, peaked at a high of $2.25 and closed on Fri at 2.9c, so the only way is up, with downside as capped as can be - this is a big tick in my turnaound entry criteria.

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Wini
Added 6 days ago

The bluebirds are chirping for MXO! In a recent podcast about managing a sales pipeline (https://www.iheart.com/podcast/269-media-sales-mastery-51011253/episode/pipeline-mastery-277297337/), MXO's CEO Adam Cadwallader said one of the difficulties comes from "bluebirds", his internal term for sales deals that come out of blue and from outside of the hard work of the sales team building their pipeline.

It's the potential emergence of these wins that creates the natural conservatism in the guidance provided by the Board that I noted in my original Straw. Fortunately it sounds as if the 4Q25 has been a strong one for the business, with Adam specifically calling out some bluebirds assisting the growth:

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Nonetheless, this is a cracking update. Almost all of the incremental revenue growth has hit the bottom line (somewhat expected given bluebirds will usually be achieved without gearing up additional opex for growth) and though does set a high bar for MXO into FY26, there is clear underlying momentum in the business and they are riding the wave of structural growth in outdoor advertising.

I still think for the medium/longer term MXO needs to acquire bolt-on digital networks to plug into their established sales engine, but hopefully with a stronger share price/valuation the Board can embark on that with more confidence.

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