Where Will Groupon Go Next?

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With shares of Groupon (NASDAQ:GRPN) trading around $11, is GRPN an OUTPERFORM, WAIT AND SEE, or STAY AWAY? Let’s analyze the stock with the relevant sections of our CHEAT SHEET investing framework:

T = Trends for a Stock’s Movement

Groupon offers online retail services. The company provides daily deals on stuff to do, eat, see, and buy in more than 500 markets in 44 countries. It provides an online service that lets groups of people create campaigns to pool resources, including money and personal commitments to take action, and it allows users to sell products and transact business online. Groupon is poised to see rising traffic as it provides consumers with ways to save on common shopping experiences and activities.

Groupon unveiled a self-service feature that could let thousands of additional merchants work with the online deals provider every month, said Dan Roarty, the company’s vice president of product development. Known as Deal Builder, the tool will offer templates and step-by-step directions so merchants can create product and service offers without help, Roarty said in an interview. Previously, Groupon’s sales force worked with sellers — usually in person or via phone — to create offers. The feature could attract smaller vendors and sellers in more categories, such as photographers, Roarty said.

At the end of the third-quarter, Chicago-based Groupon averaged more than 65,000 active deals in North America, and more than 500,000 merchants have been featured in its online marketplace. “Before, we ended up with a lot of merchants that’d call in, and we wouldn’t necessarily have someone available right then and there,” Roarty said. “What we’ve launched now is a way for merchants who want to take action very quickly to do self service. It’s really designed to increase the number of merchants, in a lot of locations where perhaps we wouldn’t deploy our outbound sales force.”

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