Mark45:34
Thanks a lot, Marlene. I have three topics. One topic is transformability. One topic we already mentioned is industry standards. And of course no VMS presentation without the topic of AI. So we heard from Marlene and that's the top part of this slide that obviously the manuscript method seems to deliver with the improved guidance. We also heard that we have also in the VMS space first indications that building industry standard does make sense. Now how can we actually do that in practice with a little bit more detail around a French example? I know they now also out of the World Cup but I still miss them and so we will still have them on the slide. And obviously what is playing the role of AI in that regard. So before I introduce a concrete example, I like to take a step back and look at why we all in this room like vertical market software from a first principles perspective.
You can see on the left hand side why we like investing in vertical market software. Obviously the well-known notion of high switching costs. So customers are locked in these B2B software solutions, it's a lot of effort for them to move from one vendor to the next vendor. You have to train new people. You have to buy new software. You have to do a lot of customization. Takes a lot of time and you're operationally depending on that software. So people typically don't do that. Even if I tell people to hijack the prices and move the prices up, they still remain clients. Another thing that we really like is although those vertical market software markets are sometimes really really small, remember we still have the market leader of orchestra management software doing revenues of €1.5 million and we are the market leader. So sometimes these niches are really really small but what makes it attractive is that in those very small niches you only have a few players and you don't have a lot of competitive intensity and all the big guys like Oracle, like SAP, they don't find it economically useful to develop software for such a small niche so the supply scarcity is protecting our companies from a lot of competition. And lastly, but not least, most of the clients of our software business have what I would call a good enough inertia. They don't need the best UI. They don't need crazy additional functionality year over year. And frankly speaking, they're sometimes also pretty happy with okay service. And all of that creates a low churn profile, very predictable revenue streams and we end up in buying those assets at pretty okay. So it's a good business to be in.
And if we combine what we can offer to these companies, we can offer much cheaper capital compared to those sellers of those businesses or buy and hold forever approach of being a public company, not a private equity, not being required to active those businesses is a very good fit to what those owners of those software business actually want. That is stability for the legacy they built over decades. Now the special thing that we bring in and I think we even more bring this in since the last two years is we collected a lot of best practices how to improve those businesses. So it's the improvability that we bring to the table. We call it the manuscript method. It is policy deployment. It is pricing. It is a lot of additional thing that we collect and share in the group to improve the businesses and that eventually makes up the 22+% guidance. So the classic power move is buy a durable asset, improve it, and everybody is happy. The key thing here on the slide is the defensibility of those assets is not something that we add. The defensibility of these assets comes when we acquire the businesses.
I think we will see later in the presentation why this is maybe changing with AI. Now a concrete example I always appear here trying to come back to last year's session. Last year session I already talked about the French business that had some problems. It was this business somewhere in southern France that we acquired. It's a public sector VMS business, small business, 3 million revenues, bit more than 1 million in either... school caring of kids. So imagine your parents in France, you have to work and you want to have your kids being taken care of. Our software is managing this from a customer's perspective. We acquired the business and then after the acquisition, we realized oh the business is not collecting any new professional services bookings. What's going on? We used policy deployment. We did come up with some countermeasure plans. We assigned some additional people to the sales side of the house. Nothing worked. And we used what we call the diagnostic manuscript ratios to figure out where is the issue of this situation. Issue was sales of marketing ratio was off, professional services ratio was off. The long story is either we bring in new professional services bookings or we need to conclude that this business is overstuffed in terms of professional services and we have to let people go.
So that was where I was at at the same time last year. And after this workshop, I was like traveling to France to sit together with the team somewhere in France, middle of nowhere, 50 kilometers outside of Marseilles. And that was like a very cozy meeting room with a lot of people with a very small window and it was really really hot but we had a lot of coffee. So what we did is we discussed what is the situation of the professional services. Is this business really not having enough professional services? Do we need to call to the team? And what we figured out is that it's not a problem of the business not delivering professional services. The problem was that there was no charging of this professional services delivery in an appropriate way. What they did quite often is they had some health checks. So customers wanted to improve the usage of software and then they charged like €5,000 for a workshop for a one or two day workshop which is kind of okay. But the problem was all the change requests that came out of this workshop were actually included in this 5,000 and sometimes they spent like work for like €20,000 and didn't charge a dime for that which is suboptimal.
And the other thing is they had a couple of larger cities as customers. And these larger cities they were just having kind of dedicated support people. They called them like all the time. And we figured that some individual employees worked like three days out of the week for a particular client and they didn't charge anything for that person. So what we concluded we wanted to introduce two manuscript modules. One was a tool called Redspace, another was a value based pricing normalization. And the Redspace tool is a really nice tool. It basically gives you an Excel sheet. Just visualize it a little bit. You have a column with the days of the week. Then you have columns for each employee that should deliver professional services. And at the beginning of the week, everything is like red, hence the name Redspace. And the people, the individual contributors then have to fill each day with professional services work. If they achieve a day full of work, they can turn it green. If they have no clear confirmation from the customer, but maybe they can do some work for a customer, it's yellow. If they have some vacation, it's gray. And if they cannot bring in enough work, it remains red. And the team is meeting every week and everybody in the team is looking at that sheet and everybody is obviously kind of a little bit embarrassed if all is red. Right? So people are really calling customers, can I do this work? Can I do that work?
And after a couple of weeks, the situation typically looks like that. So some people have it all green, some people have some red and some people have still a lot of red. And what then the team does is to understand what is actually this person doing all the day although it's not billable work but then they figure out situations like I just mentioned that a customer is constantly calling that poor employee and the poor employee cannot defend themselves not to deliver services. So then the leader needs to step in and change that customer relationship that we either stop this or have the customer pay for that. And the business also did come up with a functionality in the software. They called it the green button. So whenever a customer called they could press the green button and the green button was recording the time they spent for that particular customer. As a flanking strategy they also did a pricing normalization. So they introduced a new service level with the customer and as you can see there's a gold level that's plus 60% maintenance revenue charged if customer was on gold level and of course those nasty cities always overusing those professional services didn't have a choice not to take gold right. And we did also some communication for the team because the team needed to understand why we are now treating the customers in a different way. The team first time ever realized how much revenue and how much profitability the business actually is making because the former owner never told that to the team. And all those initiatives led to a lot of individual accountability taking. And you can see here these are the monthly professional services bookings that we did achieve when we started introducing this somewhere here. So this we increase that by 160%.
And all of those things is probably a combination of certain tools we share within the teams and the people on the ground that take those tools and execute those tools and these are people that are different than me and I'm very grateful that we have a lot of such people nowadays in the business no matter in France or in Germany and that's how this full manuscript, call it 1.0, actually is working.
Now what happens with AI and what happens if you would just continue with implementing the management method. What happens with AI is that AI is not attacking directly the different modes I mentioned on the first principle but it basically attacks the underlying factors that lead to those modes. So why are there high switching costs? So one big answer to this question is that it's just bloody painful from a migration effort perspective to move from solution A to solution B. Now with all the automation that AI is offering that migration effort ladies and gentlemen is decreasing. So that will erode. Will high switching costs ever go down to zero? Probably not. But they will erode. The supply scarcity. So having a small niche and nobody coming into this niche because it cost so much to develop for that small market, the pestra example I think that will break because with every frontier model we'll see the build costs just go down and down and down and we can see that and you'll see later with some examples that Toby is sharing. It's actually amazing how quickly you can come up with a fully fledged ERP solution and we did that internally as well. Now the good enough inertia so the satisfaction with the status quo that will also depending on the particular businesses holds back for a while. But when you have a situation where the AI startups or the existing providers of competitive solutions are providing more and more value using AI in their products at some point the delta between our solutions if we don't do anything and the competitive solution will be so high that this delta kind of making sense if you combine it with low migration effort. And what we also should not forget is that often times our solution has been introduced to the customer organization maybe 10, 15 years ago the guy that has been introducing the software from a customer side it's getting older and older and at some point that guy will retire and then a new guy comes in without all that history with all that relationship and the new guy will maybe say oh I want to have a cloud solution. Oh, I want to have... Yes. And I should have the microphone on my lips. Exactly. So these are kind of breaking points and if we are not the one that delivering top AI enabled services and solutions at that point then we're losing out.
And that is if you become like a lazy incumbent there is another option. We have the same possibilities as the AI startups using the different tool sets, the agentic tools that are at our disposal. So if we can bring our existing companies to now move quickly because we have several advantages, we do have the distribution to the customers. We have these customer relationships. We are basically clear from a procurement perspective. It's much easier for us to deploy new software versus a new player. So we have a lot of advantages but we really need to move quickly and that's why we did come up with this VA you might have heard of this stands for red alert for opportunities kind of our AI strategy that should help our existing companies to move quicker and to AI transform those businesses. Now if I go back to my first principle slide, you might say, 'Oh, this is red. Switching costs go down, the niche is no longer unattackable and you have a yellow on the good enough inertia.' Am I in the wrong movie here? And my answer is no, you're not.
And why is that? Because these red situations also create something that I told Greg, one of our investors from a sader graph just before the session started. Often times in these little niches, you do have just a couple of players as I mentioned. It's like the four tiles here on the carpet and that market structure is very hardly ever changing because of this low customer turn profiles. Now AI is changing that and those players that don't move will basically being washed away and there's also like a possibility and opportunity for our companies to actually expand their market share not only against these AI startups but also against the existing players. So there's a great opportunity for us if we can bring our existing companies to move quicker than the existing players. And I think what we also should take away from this slide is that the AI through these wet areas is actually breaking the division of labor by these companies no longer can protect themselves because those things break. So there's actually a responsibility and opportunity for the whole co or the platform in our situation that we help those companies to transform and that implies that the manuscript method needs to transform itself to just improve businesses as I just have explained by the example of the strange business but to actually transform the companies. Now what does that mean?
If we talking about transformation, I think it's good to remember that most of our companies actually have quite some time until these red situations come in. And why is that? Because they're mission critical. Now mission critical is a very high level term. So if you go down one level and you ask yourself what actually makes mission criticality of these software businesses, I would like to introduce a concept that I call operational anchors. What are operational anchors? Operational anchors are data and functionality in the software that if you remove that the customer really has operational problems to deliver. So often times they're critical parts in the main workflow of the customer. They accumulate a lot of valuable data. Often times these operational anchors are also connected with each other. By the example of this French business, all of them are example of that French business. So for instance, our software is collecting the attendance data of the children in these nurseries and this information gets sent to the city and then these nurseries they get subsidies. They don't get paid if this software doesn't send this information. They use it for the canine forecasting to know which child has which dietary preference. And either you have enough meat or not enough vegetable. I mean this is an operational issue for those customers and the mayor of that particular city has a legal obligation that every child is enrolled in school. Guess who is actually managing that source of proof? It's the software of our business. And if they don't provide that regularly, the mayor of this business will violate the law.
So these are basically networks of operational anchors and that's one of the reasons why customers shy away to replace those businesses. Now what happens if we acquire and collect businesses in the similar industry and in this situation we actually have that I already was talking about this business for early childhood caring. We do have when we are taking the vertical as citizen in France in social need being it parents that need to taking care of their kids while they're working or a little bit older children that might be disabled or they might unfortunately have lost their parents. There's software to manage that. We have two businesses. We call them part one and part two. And we do have two businesses that take care for elderly people. So some elderly people in France they cannot pay their taxes because they have a little bit dementia and they are guardians that take care for these type of people. They use software and that's king one and king two. All of these businesses have operational anchors hence they have low churn profiles. But all of these businesses will at some point being disrupted if we don't move and AI transform those businesses and we're doing that with the rather strategy. Toby will talk about this in a second or in a minute and I think that's great.
We can create additional AI modes if we AI transform these businesses. But what we also can do and this is something that we actually did today. So I learned from Torson aunt who is heading up the group in France that we acquired and closed and signed a deal today. No joke we call it the full house. Now the full house is a so-called TAP software which is managing the registration process of when there's a citizen in France in social need they have to register themselves at hello I have a problem and the hello I have a problem software is full house has about 20% market share across France and the beautiful thing apart of yes they also have some operational tank bankers they are in the process of replatforming their solution and why is this relevant? It's a great opportunity for us not only to help them to replatform their solution with what we learned over the last 12 months around Atlantic coding and also thanks to Toby and team. But we can actually now coordinate similar replatformings in some of the other businesses. And while doing that we can synchronize the data model and we basically can allow that a person coming into via the full house is then basically assigned to an appropriate order of our businesses and we can do that in an automated way. We can also when we synchronize the data model basically have a platform that always knows where the individual citizens are stuck in the process and that allows us to provide a lot of automation, allows us to provide a lot of analytics and that allows us to provide a lot of cross-selling into this space and then essentially will allow us to create an industry standard in this particular niche and therefore the acquisition of this full house will make the whole system much more stickier and therefore essentially make the whole companies more valuable and I think we acquired this business for like five times. I would argue we could have paid probably a bit of a higher multiple for that and it would have still have making sense.
The key ingredients that we need here is that we can actually only do that if we can replatform some of those businesses. That requires that we opt up or level up our R&D department to really apply coding and to become much more quicker in developing software. And that's something that Toby will speak to in a minute. And I think the probably last slide here is finishing off where I say where we should on the right going forward on the left hand side I think we should on the right or continue to on the right to acquire networks of operational anchors. We should do that in the verticals we're already present in to become a more dominant player in those verticals. This will obviously give us much more pricing power as you can have seen that house for me. I mean this is like pricing like this is paradise pricing and I think that should be something that we really should do.
And on the other hand when we're doing M&A we should have open eyes for transformability. Now transformability I transends to we need to understand for each acquisition what is the headroom meaning what is the current situation and how can we move this business into a transformed version of themselves what does it mean in terms of team size what does it mean in terms of processes what does it mean in terms of pricing and we're currently developing checklist to better assess that. It also is important to understand what's the tractability. So tractability means how easy we can do this transformation or how hard is this transformation. For instance, we found that in some of the business where we have leaders that really leaning in into the AI transformation, everything is much more easier done as opposed to you have someone that just doesn't believe that AI is meaningfully impacting his business and that will also instruct what we're doing with this business respectively with the leadership team. But also the tractability is concerned when it comes to customers. So we have some customers that basically tell us go away with AI. we don't want to do anything with AI and such a business is for me less attractive as opposed to you have a sector that is really appreciating AI and so tractability goes kind of both ways and I think going forward we really need to invest in the repeatability of all those transformation because the more often we're doing that the more proficient we are becoming. And I think if we develop muscles in that regard that will become a key differentiator in the future and we already seeing it right now that some of the companies we're talking to in the M&A process when we're talking about with what we're currently doing in our companies in terms of AI it already becomes an attractive feature of us because they can see that we can help them to manage the AI transformation. So the new power is keeping the focus on making this transformation happening quickly, more quickly than the potential decay. And by compounding this across eight platforms, we're basically leveling up the manuscript method from just improve stuff to transform stuff. And the key ingredient that I currently see is that we need to double down on making our R&D teams do agentic coding factories. That's the groundwork we already started doing and probably will show a couple of examples. And the next area that we tackle actually in parallel is to do the AI transformation in other departments as well. Okay, that's it.