News broke at the end of this week that social offers site Living Social was signing with Deutsche, Bank of America and JPMorgan to underwrite an initial public offering. This follows Groupon's filing which included a risk disclosure section that read like late-career Edgar Allen Poe.
While there is no question that these deals will be red hot, at least initially, there is a huge gap in understanding how these companies differ from each other. The differences are important, they will ultimately determine valuation and market share.
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