CACTUS Case Study

Submitted by
Madhu Dadi
Problem Statement
• Help CACTUS prepare for its FY21 annual review and provide data-
driven insights which explain the current health of business and
provide insights into how to grow in FY22.
 Repeat Customers Revenue growth by 27% in 2021
compared to 2020
Year on Year Revenue Growth Average Revenue
New customer YoY Repeat business YoY 60
30.00%
27.62% 50 48
25.00% 44
23.49% 41 41
40 38
35
20.00% 33
19.30% 19.35%
31
16.93% 30
15.00% 14.57%
20
10.00%

10

5.00%

0
FY2018 FY2019 FY2020 FY2021
0.00%
FY2019 FY2020 FY2021
AR New Customer AR Repeat Customer

Average revenue = Total Revenue / Total Jobs

• There is high revenue growth observed in Repeat business.
• Average revenue per job for new customer is 48 and for Repeat customer is 41.
• Concentrate on acquiring more new users as the Repeat business is growing significantly year on year which
represents that customers are liking the service and churn is less. Source: Cactus data
 Malaysia is de-growing Year on Year from 2018
New Customers YoY Repeat Customers YoY
Argentina Australia Malaysia Mexico Sweden Thailand Argentina Australia Malaysia Mexico Sweden Thailand
40.00% 45.00%

40.00%
35.00%

35.00%
30.00%
30.00%
25.00%
25.00%

20.00% 20.00%

15.00% 15.00%

10.00%
10.00%

5.00%
5.00%
0.00%
FY2019 FY2020 FY2021
0.00%
FY2019 FY2020 FY2021 -5.00%

• Malaysia market is degrowing every year from 2018. This could be potentially due to market saturation. If not, should take
Interventions to stabilize the YoY growth.
• Sweden, Thailand, Australia and Mexico markets are growing significantly in repeat business and should try to increase
New customer acquisition as the business is growing well Source: Cactus data
 Australia contributes more than 50% revenue
100%

90% 17.46% Revenue

17.46% Contributi on by Country
17.25% 17.36%

80% 6.63% 5.98% 6.42% 6.59%

1.68% 1.69% 1.59% 1.72%
70%
14.51% 17.04% 18.45% 17.97%
60%

50%

40%

30% 56.54% 55.08% 53.63% 53.91%

20%

10%

0% 3.18% 2.75% 2.66% 2.45%

FY2018 FY2019 FY2020 FY2021

Argentina Australia Malaysia Mexico Sweden Thailand

• Australia market overall revenue contribution is dropped by ~2.5% from 2018 to 2021 as repeat customers revenue is
Growing and new users growth is stable (slide 4).
• Malaysia market has grown from 14.51% to 17.97% in revenue contribution and it is potential growth market and should
invest significantly if the market is not saturated yet.
• Maintain significant investments in Australia, Thailand and Malaysia as these contributes 85% of the company’s revenue.
Source: Cactus data
Global – Budget, Economy and Premium Economy
contributes to 65% of revenue
  Revenue Contribution   Average Revenue
Services FY2018 FY2019 FY2020 FY2021 Services FY2018 FY2019 FY2020 FY2021
Audio support 1.27% 1.12% 0.94% 0.54% Audio support 30 32 34 35
Consulting 5.28% 5.77% 6.44% 6.07% Consulting 82 80 112 110
Global - Budget 29.06% 28.04% 26.19% 24.28% Global - Budget 18 19 19 22
Global - Economy 23.59% 22.17% 21.63% 20.70% Global - Economy 41 42 44 46
Global - Premium 0.07% 1.59% 5.42% 7.68% Global - Premium 135 107 110 118
Global - Premium Economy 14.72% 17.32% 17.55% 21.71% Global - Premium Economy 56 60 62 66
Localized - 1 3.08% 2.95% 2.60% 1.49% Localized - 1 28 29 31 32
Localized - 2 12.19% 10.80% 9.26% 7.69% Localized - 2 52 53 57 61
Localized - 3 6.41% 5.94% 3.06% 2.33% Localized - 3 83 94 88 96
Localized - 4 0.00% 1.01% 3.72% 4.22% Localized - 4 0 139 117 118
Localized - 5 0.00% 0.00% 0.08% 0.44% Localized - 5 0 0 249 269
Localized - other 3.67% 3.17% 2.85% 2.58% Localized - other 62 66 70 61
Loyalty program 0.00% 0.00% 0.16% 0.20% Loyalty program 0 0 8 8
Other 0.66% 0.13% 0.11% 0.06% Other 42 17 17 12

• Global – Budget, Economy & Premium economy contributes ~65% of revenue and their average revenue per job is also
growing steadily.
• Global premium economy and consulting provides better average revenue per job and has significant revenue contribution
Thus should increase more actionable investments in these services and have potential to become cashcow. Source: Cactus data
 Quarter 1(JFM months) contributes to >30% of revenue
Monthly Revenue Contributi on
12.00%

10.00%

8.00%

6.00%

4.00%

2.00%

0.00%
1 2 3 4 5 6 7 8 9 10 11 12

FY2018 FY2019 FY2020 FY2021

• Quarter 1 has significant revenue contribution of around 10% per month which can infer that the demand is more during
this period.
• Quarter 2 and 3 are having dull period compared to other quarters. Provide more discount led / different product or
package offerings to increase revenue
Source: Cactus data
 Cryptocurrencies revenue contribution is growing
over the last 4 years
Revenue Contribution   Average Revenue
 

Research Area FY2018 FY2019 FY2020 FY2021 Research Area FY2018 FY2019 FY2020 FY2021

Cryptocurrencies 26.41% 25.98% 26.11% 29.44% Cryptocurrencies 30.47 32.52 36.11 40.48

Law 27.07% 27.77% 27.69% 26.79% Law 35.33 38.57 41.96 47.75

Manufacturing 27.56% 26.25% 25.69% 24.00% Manufacturing 31.29 32.93 34.74 40.14

Telemedicine 18.96% 20.01% 20.51% 19.76% Telemedicine 33.23 36.20 38.61 43.19

• Cryptocurrencies showed significant revenue contribution growth and the average revenue is increased to 40 from 30
in 2021 compared to 2018.
• Average revenue per job has increased for all research areas by more than 10 dollars. Thus the demand is increasing
Significantly (assuming supply is constant)

Source: Cactus data

 Market wise Revenue contribution

Sum of Revenue USD Revenue contribution in 2021 Sum of Revenue

Revenue contribution in 2021
USD
Cryptocurren Manufactur Telemedic Grand
Country cies Law ing ine Total
Country Book Collaboration Letter Long Medical Other PPT Short Standard
Argentina 35.99% 18.84% 25.15% 20.02% 100.00%

Australia 33.93% 22.33% 26.83% 16.91% 100.00% Argentina 0.49% 1.51% 1.16% 3.08% 2.19% 9.03% 0.26% 1.86% 80.40%

Malaysia 21.52% 33.49% 14.83% 30.16% 100.00% Australia 4.66% 5.80% 1.09% 3.06% 3.45% 13.27% 1.03% 1.76% 65.87%

Mexico 29.47% 16.57% 15.38% 38.58% 100.00% Malaysia 1.63% 0.97% 1.13% 1.54% 0.98% 9.73% 0.02% 0.30% 83.70%

Sweden 31.36% 17.73% 32.52% 18.38% 100.00% Mexico 1.89% 1.12% 1.12% 1.16% 0.47% 3.82% 0.07% 0.60% 89.74%
Thailand 22.05% 39.29% 22.18% 16.48% 100.00% Sweden 2.64% 0.86% 0.99% 5.38% 2.64% 17.29% 0.09% 0.60% 69.50%
Grand Total 29.44% 26.79% 24.00% 19.76% 100.00% Thailand 4.90% 0.54% 0.87% 5.38% 1.36% 9.90% 0.36% 1.63% 75.05%

• Argentina, Australia, Sweden and Mexico has very high (>30%) revenue contribution in cryptocurrencies.
• Malaysia and Thailand has very high (>30%) revenue contribution in Law.
• Sweden and Mexico has high revenue contribution in Manufacturing and Telemedicine respectively.
• Based on these, we can allocate the expert resources in those markets to increase the market growth.
• Across countries, Standard paper has high revenue contribution and Others has significant revenue contribution in Australia
And Sweden.
Source: Cactus data
 Standard Doc Type is contributing max revenues
and average revenue per user also increasing
Revenue Contributi on by Doc TYPE   Average Revenue
Document Type FY2018 FY2019 FY2020 FY2021
Book 63 64 69 72
Collaboration 35 36 36 40
Standard Letter 10 10 10 11
64.04% Short
65.57% 65.72%
71.67% PPT Long 41 47 49 50
Other
Medical Medical 20 24 24 26
Long Other 38 40 44 46
Letter
Collaboration PPT 21 20 20 21
2.78% Book
1.80% 2.68% 2.25%
1.39% Short 6 6 6 5
1.64%
1.38%
0.64%
14.75% 13.44% 15.32% Standard 41 44 48 52
12.05%
2.03% 2.09% 1.99%
3.29% 3.84% 3.61% 2.51%
1.36% 1.26% 1.06% 3.31%
5.94% 5.67% 4.65% 1.06%
3.51%
4.00% 3.81% 4.01% 3.88%
FY2 0 1 8 F Y2 0 1 9 F Y2 0 2 0 FY2 0 2 1

• Standard doc type is contributing >65% YoY and has grown significantly across in 2021.
• The Average revenue has not grown for Letter and Short and their contribution is very minimal in terms of revenue. Thus,
more interventions needs to be taken to increase the Average revenue.
Source: Cactus data
Learnings and Way forward
• Concentrate on acquiring more new users as the Repeat business is growing significantly year on year
which represents that customers are liking the service offerings and churn is less.
• Maintain significant investments in Australia, Thailand and Malaysia as these contributes 85% of the
company’s revenue and become market leader if not already.
• Global premium economy and consulting provides better average revenue per job and has significant
revenue contribution. Thus should increase more actionable investments in these services and have
potential to become cashcow.
• Quarter 1 has significant revenue contribution of around 10% per month which can infer that the
demand is more during this period. Provide more discount led / different product or package offerings
to increase revenue contribution in other quarters.
• The Average revenue has not grown for Letter and Short and their contribution is very minimal in
terns of revenue. Thus, more interventions needs to be taken to increase the Average revenue.
• Cryptocurrencies showed significant revenue contribution growth and the average revenue is
increased to 40 from 30 in 2021 compared to 2018.