Reeby Sports Case Study

REEBY SPORTS CASE STUDY

Ten years ago in 2001 George Reeby founded a small mail-order company selling high-quality sports equipment. Since those early days Reeby sports has grown steadily and been consistently profitable. The company has issued 2 million shares, all of which are owned by George Reeby and his five children.

For some months George has been wondering whether the time has come to take the company public. This would allow him to cash in on part of his investment and would make it easier for the firm to raise capital should it wish to expand in the future.

But how much are the shares worth? George's first instinct is to look at the firm's balance sheet, which shows that the book value of the equity is $26.34 million, or $13.17 per share. A share price of $13.17 would put the stock on a P/E ratio of 6.6. That is quite a bit lower that the 13.1 P/E ratio of Reeby's larger rival, Molly sports.

George suspects the book value is not necessarily a good guide to a share's market value. He thinks of his daughter Jenny, who works in an investment bank. She would undoubtedly know what the shares are worth. He decides to phone her after she finishes work that evening at 9 o’clock or before she starts the next day at 6 am.

Before phoning George jots down some basic data on the company's profitability. After recovering from its early losses, the company has earned a return that is higher than is estimated 10% cost of capital. George is fairly confident that the company could continue to grow fairly steadily for the next six to eight years.

In fact he feels that the company's growth has been somewhat held back in the last few years by the demands from two of the children for the company to make large dividend payments. Perhaps, if the company went public, it could hold back on dividends and plow more money back into the business.

There are some clouds on the horizon. Competition is increasing and only that morning Molly Sports announced plans to form a...