Investor Presentation
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Brinks Home Strategy Changes Under New Management
|||||BRINKS HOME
When the new Board of Directors appointed William Niles as CEO in February 2020, the company replaced a majority of existing
executives and embarked on a new strategic path for the Company
'Old Brinks Home Security'
■ Ownership / Management
○ Brinks Home was formerly a publicly traded company with a Management team
focused on growth at the expense of Unit economics
Board unwilling to adapt business model to changing Smart Home environment
o Undisciplined M&A strategy led to over-levered balance sheet
Brand Strategy
○ No cohesive brand strategy, lack of strategic roadmap
o Focus on intrusion and safety
Go-to-market strategy / Customer engagement
О Dealer-centric model with inconsistent brand standards and high creation
multiples
○ Single threaded approach to marketing primarily focused on Google leads
o Ineffective Direct to Consumer sales force with low lead conversion rates selling
low-cost DIY product with unprofitable unit economics
o Customer lifecycle management largely a "don't touch the end customer"
philosophy
☐ Dated M&A Strategy
• Bulk acquisitions were paid for with large upfront payments resulting in a high
degree of attrition risk (no risk sharing mechanism in place)
о Purchased Security Networks for gross proceeds of $508 million or ~57.7x RMR
О Purchased Livewatch Security for gross proceeds of $67 million or ~74.4x RMR
'New Brinks Home'
■ Ownership / Management
о Private company with a majority controlled by two large shareholders with Board
representation designed to maximize value for all stakeholders
○ New Board with deep industry and capital markets experience
o Transformation Office established that sets strict IRR and NPV hurdles for key
strategic decisions
o Replaced or reassigned most of the executive team
Brand Strategy
o Focused on a Premium Smart Home experience enabling larger package sizes
and higher RMR per customer
○ Leveraging technology and machine learning to differentiate go to market,
retention and customer service
Go-to-market strategy / Customer engagement
O Multi-channel focus with a long-term goal of a 50/50 split of a brand-centric dealer
channel and healthy Direct to Consumer phone and field teams - all working in
harmony to maximize the impact of each customer sales opportunity
○ Multi-tactic marketing strategy (digital/radio/TV/mail) - leveraging a best-in class
digital marketing firm to generate more effective leads
Direct to Consumer sales force with strong lead closing ability enabling internal
sales channels to scale profitably
• Emphasis on using Advanced Al and machine learning to engage with customer
to maximize customer lifetime value
Opportunistic M&A Strategy
○ M&A strategy focused on low risk/high value transactions
Bulk buy transactions structured with small upfront payments and ~50-month
earnouts to share and mitigate attrition risk
o Completed two bulk buy transactions for ~$6.6mm in RMR and over 150k
subscriber accounts with minimal leverage on the balance sheet
o Further, obtained the exclusive right to convert ~190k AT&T Digital Life
customers to Brinks Home with modest upfront cost and low risk earnout modelView entire presentation