project delta casla partners llc · 2018-11-26 · project delta casla partners llc confidential 53...

PROJECT DELTA Confidential Casla Partners LLC 53 Calle Palmeras, Suite 401 San Juan, Puerto Rico 00901 (646) 873-7655 [email protected] Casla Partners LLC Delta Company is a Houston, Texas based retailer of military surplus products. With a 34 year history, Delta has strong brand recognition, a loyal customer base and proprietary supplier relationships. LTM revenues exceed $3MM with approximately $430K of adjusted pre-tax net income. 75% of Company revenue is generated from internet sales. COMPANY OVERVIEW Founded in 1984, Delta Company is a recognized force in the military surplus industry. The Company has eight employees, a highly visible retail store location and warehouse in Houston, each with an intact long-term lease. Unique Products – more than 21,000 active SKU’s and a complete line of military surplus goods including footwear & apparel, military-themed merchandise, camping & survival gear, tactical gear and genuine USGI surplus. Delta purchases some military surplus direct from the base (no auction/no bidding) and also purchases direct from DOD contractors. Strong Online Presence – Delta has been online since 2003. 51% of web site traffic comes from organic listings with over 24,000 positions on Google. Of those, over 1,400 are top three positions. Additionally, over 4,700 products are on Page One and 3,700 on Page Two. Loyal Customer Base – Over 135,000 customers including individual consumers, small businesses, Federal agencies, DoD contractors and DoD branches. Many institutions are on-going, repeat customers. In House Fulfillment – Delta manages its own fulfillment. Almost all orders are shipped from Houston, resulting in complete control of the customer experience as well as a cost advantage over “drop ship” retailers. Unique Services – Delta has twelve embroidery, sewing and customization machines and makes in-house uniform name tapes, custom embroidery, custom sewing & alterations, custom dog tags and uniform name plates. Healthy Margins – Delta has consistently produced gross margins in the 40%+ range by offering quality, hard to find products, at fair prices. Well-Diversified and Defensible Business – Delta Company is well-diversified by products, customers, and sales geography. Due to the Company’s brand recognition, proprietary product sourcing and web traffic, as well as complete control of the customer

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Page 1: PROJECT DELTA Casla Partners LLC · 2018-11-26 · PROJECT DELTA Casla Partners LLC Confidential 53 Calle Palmeras, Suite 401 San Juan, Puerto Rico 00901 (646) 873-7655 sam@caslapartners.com

PROJECTDELTAConfidential

CaslaPartnersLLC53CallePalmeras,Suite401SanJuan,PuertoRico00901

(646)[email protected]

CaslaPartnersLLC

DeltaCompanyisaHouston,Texasbasedretailerofmilitarysurplusproducts.Witha34yearhistory,Deltahasstrongbrandrecognition,aloyalcustomerbaseandproprietarysupplierrelationships.LTMrevenuesexceed$3MMwithapproximately$430Kofadjustedpre-taxnetincome.75%ofCompanyrevenueisgeneratedfrominternetsales.COMPANYOVERVIEWFoundedin1984,DeltaCompanyisarecognizedforceinthemilitarysurplusindustry.TheCompanyhaseightemployees,ahighlyvisibleretailstorelocationandwarehouseinHouston,eachwithanintactlong-termlease.UniqueProducts–morethan21,000activeSKU’sandacompletelineofmilitarysurplusgoodsincludingfootwear&apparel,military-themedmerchandise,camping&survivalgear,tacticalgearandgenuineUSGIsurplus.Deltapurchasessomemilitarysurplusdirectfromthebase(noauction/nobidding)andalsopurchasesdirectfromDODcontractors.StrongOnlinePresence–Deltahasbeenonlinesince2003.51%ofwebsitetrafficcomesfromorganiclistingswithover24,000positionsonGoogle.Ofthose,over1,400aretopthreepositions.Additionally,over4,700productsareonPageOneand3,700onPageTwo.LoyalCustomerBase–Over135,000customersincludingindividualconsumers,smallbusinesses,Federalagencies,DoDcontractorsandDoDbranches.Manyinstitutionsareon-going,repeatcustomers.InHouseFulfillment–Deltamanagesitsownfulfillment.AlmostallordersareshippedfromHouston,resultingincompletecontrolofthecustomerexperienceaswellasacostadvantageover“dropship”retailers.UniqueServices–Deltahastwelveembroidery,sewingandcustomizationmachinesandmakesin-houseuniformnametapes,customembroidery,customsewing&alterations,customdogtagsanduniformnameplates.HealthyMargins–Deltahasconsistentlyproducedgrossmarginsinthe40%+rangebyofferingquality,hardtofindproducts,atfairprices.Well-DiversifiedandDefensibleBusiness–DeltaCompanyiswell-diversifiedbyproducts,customers,andsalesgeography.DuetotheCompany’sbrandrecognition,proprietaryproductsourcingandwebtraffic,aswellascompletecontrolofthecustomer

PROJECTDELTAConfidential

CaslaPartnersLLC53CallePalmeras,Suite401SanJuan,PuertoRico00901

(646)[email protected]

CaslaPartnersLLC

experience,Deltaisentrenchedasadynamicplayerinthemilitarysurplusmarketandwellpoisedforgrowth.Thecurrentownerofthebusinesswishestoretireandiswillingtotransitionandprovidesupporttoanewowneronaparttimebasis,foraslongasisreasonablyrequired.GROWTHOPPORTUNITIESAdvertising–Deltahistoricallyhasspentabout5%ofitsrevenueonSEOanddigitaladvertising.Thereisagreatopportunitytoincreasespendinordertodriveadditionalwebtrafficandsales.Also,theCompanyhasanopportunitytomarkettoitsexistingcustomerdatabasebyofferingpromotionsandotherprogramstofurtherdriveadditionalrevenue.eCommerceShippingPolicy–Deltacurrentlychargesforshippingandoffersnofreeshippingincentives.Theopportunityexistsforthenextownertoimplementa“threshold”freeshippingpolicy,orsimilar,toincreaseaveragebasketsizeandvolume.MobileFriendlyShopping–Delta’scurrentmobilewebsiteisinadequate.Thisrepresentsaneasyupgradeforimmediategrowthasonlinepurchasescontinuetogomobile.InternationalSales&Shipping–Deltareceivesinquiriesalmostdailyforinternationalsalesopportunities.However,ordersfromoutsidetheU.S.arenotcurrentlyaccepted.Amazon–DeltadoesnotlistanyproductsonAmazon.ThisisanenormousopportunitytoexpandtheCompany’sreachandincreasesales.FINANCIALOVERVIEWDeltaproduced$3.1MMinrevenueonanLTMbasis,with75%generatedbyeCommercesales.DeltaCompanyproducesapproximately$430,000peryearinpre-taxincome,priortoownercompensation.

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