Dynamic presentations can make the difference between another dull investor presentation, and something that captivates and compels your audience to invest.
Parkland Fuel Corporation (TSX: PKI), one of North America’s fastest growing independent marketers of fuel and petroleum products, enjoys a very bright future today. However, when I joined Parkland in May of 2010 to build their investor relations platform, it was an income trust in the middle of its “perfect storm.” I was part of the team that led Parkland’s turnaround.
Among other challenges, at the end of December 2010 one of Parkland’s suppliers sent notice that it would terminate a lucrative fuel supply contract at the end of 2013. Investors had no idea how to quantify the impact of this contract due to its highly confidential nature. To get out in front of this, I worked with Parkland’s management team to launch the Parkland Penny Plan which aimed to double 2011 normalized EBITDA of $125 million by the end of 2016 through acquisitions and one cent per litre in efficiencies across every litre of fuel sold. Normalized EBITDA was our attempt to reflect the economics anticipated for Parkland in 2014 once the lucrative supply contract ended.
The Youtube link above contains the Prezi I designed for the launch of Parkland’s five-year strategic growth plan at its May 2012 investor day.
In 2013 we took the Parkland Penny Plan one step further by providing guidance for 2014 to 2016, but not for 2013 (the volatility of the supply contract made providing any meaningful guidance for 2013 impossible). The strategy paid off, managing down capital market expectations after strong EBITDA growth between 2010 and 2012.
As a result of these steps and the analyst day we held, Parkland’s investor relations program was ranked 31st out of all Canadian listed companies in IR Magazine’s 2013 Canadian Buy-side and Sell-side Perception Study.