TIDMTOL 
 
8 March 2011 
 
                                  TOLUNA PLC 
 
                   ("ToLuna", the "Company" or the "Group") 
 
Unaudited results for the year ended 31 December 2010 
 
Highlights 
 
  * Group revenues of GBP73.6 million, up from GBP49.5 million in 2009, with 
    excellent progress and market share gains in Europe and strong growth in 
    Asia Pacific 
 
  * Underlying profit before tax* of GBP12.6 million, up from GBP7.6 million in 
    2009 
 
  * Net cash in excess of GBP13 million (2009 GBP11 million) 
 
  * Average of more than a million votes per day on Toluna.com social voting 
    website 
 
  * Proposed acquisition of ToLuna by ITWP Acquisitions ("ITWP"), allowing 
    shareholders to receive 320p cash per share 
 
Note: *profit before business combination amortisation and exceptional items 
 
Frédéric-Charles Petit, Chief Executive, comments: 
 
In 2010, ToLuna completed its transformation and is emerging as a global force 
in digital market research. Our respondent sources, social communities, 
technologies, infrastructure, staff and management team give us great 
confidence in the future. As we enter our second decade, the offer from ITWP is 
a recognition both of our past success and of the promise of a bright future 
for ToLuna with a clear strategic objective: leading the digital transformation 
of the market research industry. 
 
Further enquires: 
 
ToLuna Plc 
 
Frederic-Charles Petit (Chief Executive) Tel: +33 6 33 08 03 91 
 
Mikael Tiano (Chief Financial Officer) Tel: +33 1 40 89 71 58 
 
e-mail: investors@toluna.com 
 
Merchant Securities Limited (Nominated Adviser) 
 
David Worlidge/Simon Clements Tel: +44 20 7628 2200 
 
Cenkos Securities plc (Joint Broker) Tel: +44 20 7397 8900 
 
Ivonne Cantu/Julian Morse/Oliver Goad 
 
Numis Securities Limited (Joint Broker) Tel: +44 20 7260 1200 
 
David Poutney/James Serjeant/Nick Westlake 
 
ToLuna is a leading independent provider of online panels, communities and 
technology services to the market research industry. It enables organisations 
to generate consumer insight by combining its online market research panels 
with industry leading technology. It has offices in the US, Canada, UK, France, 
the Netherlands, Romania, Germany, India, Australia, Japan and Hong Kong. 
 
Chairman's Statement 
 
I am pleased to report on the unaudited results for the year ended 31 December 
2010. It was another year of significant growth for ToLuna, which is benefiting 
from the platform for expansion established in recent years. Revenues for 2010 
include a full year contribution from Greenfield Online ISS, which was acquired 
in July 2009. 
 
Since the year end, ToLuna's independent directors have announced the terms of 
a proposed acquisition of ToLuna by ITWP Acquisitions. Details of the proposal, 
which are intended to be implemented by a scheme of arrangement, were announced 
on 14 February 2011 and will be sent to shareholders today. 
 
Results 
 
ToLuna made excellent progress in 2010, with particularly strong performance in 
Europe and rapid growth in the Asia Pacific region, the completion of the 
integration of Greenfield Online ISS in North America, and further advances in 
its technology and social voting services. 
 
Total group revenues were GBP73.6 million, compared to GBP49.5 million in 2009. 
These revenues include a full year contribution from Greenfield Online ISS, 
which was acquired in July 2009. 
 
On a pro forma basis, (assuming Greenfield ISS was part of the group for the 
full year in 2009) group revenues for 2010 increased by 2 per cent over 2009. 
 
The revenues for the European region grew by 10 per cent over pro forma 
revenues for 2009, with market share gains being achieved across the region and 
particularly strong performances in the UK and France. Asia Pacific is one of 
the fastest growing regions for the global market research industry with 
Australia, India, Korea and Japan also becoming important markets for ToLuna. 
In Asia Pacific, revenue growth was 62 per cent on a pro forma basis. US 
revenues declined approximately 6 per cent on a pro forma basis for 2009. 
 
The integration of Greenfield Online ISS was completed in the first half of 
2010 and since then significant changes have been made. New initiatives have 
been undertaken in the US operations and early in 2011 George Terhanian, 
previously with Harris Interactive, was appointed President of ToLuna USA, to 
reignite growth in the US. The Board expects the impact of these changes to be 
reflected in the second half of 2011. 
 
Your Board focuses on underlying profit before tax (before business combination 
amortisation and exceptional items) as an important measure of progress. For 
2010, underlying profit before tax was GBP12.6 million up from GBP7.6 million in 
2009. 
 
Profit after tax amounted to GBP6.6 million compared to GBP1.6 million in 2009. 
 
ToLuna has again generated positive cash flow from operations of GBP15.8 million 
(2009: GBP12.2 million) during the year and at the year end, net cash was more 
than GBP13 million (2009: GBP11 million). 
 
Dividends 
 
On 21 October 2010, the Company paid an interim dividend of 1.2 pence per 
share. No final dividend is proposed by the directors in light of the proposed 
acquisition by ITWP Acquisitions Limited. Should the proposed acquisition not 
become effective, the directors will consider proposing a final dividend for 
the year ended 31 December 2010. 
 
Operations 
 
During 2010 ToLuna opened an office in Hong Kong. We now operate panels in 34 
countries, which include some of the faster growing economies in the world. 
This offers great opportunities to continue the rapid growth ToLuna has 
delivered since its foundation. 
 
The social voting website ToLuna.com continues to attract significant interest. 
On average, more than a million votes are now cast per day, equivalent to 11 
votes per second. Voting has recently been made available as an iPhone 
application. 
 
The Company has further developed its technology offering. PanelPortal, which 
enables customers to conduct their own research, can now integrate Twitter and 
Facebook feeds. 
 
The Board is particularly grateful to ToLuna's management and staff for the 
dedication and expertise which has sustained the Company's remarkable progress 
and innovation. 
 
In the early months of 2011, Europe and Asia Pacific have continued to perform 
well. In North America, we are confident that the benefits of the measures 
outlined above will come through in the second half of the year. Your Board is 
optimistic about the replication in North America of the business model that 
has served the group so well in Europe. 
 
Proposed Acquisition of ToLuna by ITWP 
 
As announced on 14 February 2011, ITWP proposes to acquire ToLuna by means of a 
scheme of arrangement. 
 
Full details of the scheme of arrangement were announced on 14 February 2011 
and will be sent to shareholders today. If it is approved by shareholders and 
duly completed, ToLuna will become privately owned and the London Stock 
Exchange will be requested to cancel trading in ToLuna shares on the AIM 
market. 
 
Should the Scheme be approved and completed, ITWP, which is supported by 
Verlinvest, a significant shareholder in ToLuna, has stated that it intends to 
take significant steps aimed at accelerating ToLuna's growth. It believes the 
development of ToLuna under this strategy is much better suited to private 
ownership. 
 
I am pleased that ToLuna will continue to have excellent prospects to continue 
the growth it has achieved since its flotation in 2005 at 70p per share and an 
initial market value of GBP25 million. This growth is testimony to the 
exceptional quality of its staff and management. 
 
I wish to thank shareholders for their loyal support of the company since 2005, 
which has helped us to make such impressive progress. I am confident that 
ToLuna remains a business with excellent products, expert staff and management 
and an exciting future. 
 
George Kynoch 
 
Chairman 
8 March 2011 
 
 
 
Consolidated Income Statement 
 
                                Notes                  Year ended    Year ended 
                                                       31December    31December 
                                                             2010          2009 
                                                      (Unaudited)     (Audited) 
                                                            GBP'000         GBP'000 
 
Revenue                           2                        73,641        49,516 
 
Staff costs                                              (26,274)      (22,374) 
 
Other operating expenses                                 (34,616)      (19,429) 
 
Underlying operating profit                                12,751         7,713 
 
Business combination                                      (2,526)       (1,802) 
amortisation 
 
Exceptional items                                           (577)       (3,522) 
 
Operating profit                                            9,648         2,389 
 
Finance income                                                 26            66 
 
Finance expense                                             (181)         (216) 
 
Profit before tax                                           9,493         2,239 
 
Tax expense                       4                       (2,900)         (660) 
 
Profit for the financial year                               6,593         1,579 
 
Earnings per share 
 
Basic                             3                        13.12p         3.69p 
 
Diluted                           3                        12.93p         3.64p 
 
Consolidated Statement of Comprehensive Income 
 
                                                       Year ended    Year ended 
                                                       31December    31December 
                                                             2010          2009 
                                                      (Unaudited)     (Audited) 
 
                                                            GBP'000         GBP'000 
 
Profit for the financial year                               6,593         1,579 
 
Exchange translation                                          277         (416) 
differences 
 
Total comprehensive income for                              6,870         1,163 
the year 
 
Consolidated Statement of Financial Position 
 
                                Notes                   Year ended   Year ended 
                                                        31December   31December 
                                                              2010         2009 
                                                       (Unaudited)    (Audited) 
                                                             GBP'000        GBP'000 
 
Non-current assets 
 
Goodwill                          5                         16,930       16,742 
 
Other intangible assets           6                         15,992       15,615 
 
Property, plant and equipment                                2,204        2,279 
 
Trade and other receivables                                    615          484 
 
                                                            35,741       35,120 
 
Current assets 
 
Trade and other receivables                                 20,802       18,748 
 
Cash and cash equivalents                                   13,774       12,093 
 
                                                            34,576       30,841 
 
Total assets                                                70,317       65,961 
 
Equity and liabilities 
 
Equity 
 
Share capital                                                  505          501 
 
Share premium account                                       33,827       33,186 
 
Translation reserve                                          2,345        2,068 
 
Retained earnings                                           14,141        8,565 
 
Total equity                                                50,818       44,320 
 
Current liabilities 
 
Trade and other payables                                    16,666       19,227 
 
Financial liabilities: bank                                    529        1,136 
overdraft 
 
Tax liabilities                                              1,471          907 
 
Total current liabilities                                   18,666       21,270 
 
Non-current liabilities                                        261          266 
 
Trade and other payables 
 
Deferred tax provision                                         572          105 
 
Total equity and liabilities                                70,317       65,961 
 
Consolidated Statement of Cash Flows 
 
                                                        Year ended   Year ended 
                                                        31December   31December 
                                                              2010         2009 
                                                       (Unaudited)    (Audited) 
                                                             GBP'000        GBP'000 
 
Operating activities 
 
Profit before tax                                            9,493        2,239 
 
Adjustments for: 
 
Depreciation and amortisation                                9,268        6,158 
 
Share based payments                                           377          332 
 
Loss on disposal of property, plant and                          -          179 
equipment 
 
Exchange differences                                             -          168 
 
Increase in receivables                                    (2,027)      (2,306) 
 
(Decrease)/increase in payables                            (1,346)        5,458 
 
Cash generated from operations                              15,765       12,228 
 
Taxation                                                   (2,582)        (222) 
 
Net finance income                                             160          150 
 
Net cash generated from operating                           13,343       12,156 
activities 
 
Investing activities 
 
Finance received                                                26           66 
 
Finance costs                                                (186)        (216) 
 
Purchase of subsidiary undertaking (net                      (552)     (23,278) 
of cash acquired) 
 
Addition of intangible assets                              (8,314)      (4,778) 
 
Purchase of property, plant and equipment                  (1,333)        (462) 
 
Net cash used in investing activities                     (10,359)     (28,668) 
 
Net cash inflow/(outflow) before                             2,984     (16,512) 
financing 
 
Financing activities 
 
Dividends paid                                             (1,357)        (720) 
 
Issue of shares (net of costs)                                 645       27,329 
 
Finance lease proceeds                                          35           59 
 
Capital repayments of finance leases                         (130)        (178) 
 
Net cash (outflow)/inflow from financing                     (807)       26,490 
 
Foreign exchange differences                                   111         (29) 
 
Increase in cash and cash equivalents                        2,288        9,949 
 
Net cash and cash equivalents at start of                    10,957       1,008 
the year 
 
Net cash and cash equivalents at end of                        13,245    10,957 
the year 
 
Cash and cash equivalents                                   13,774       12,093 
 
Bank overdraft                                               (529)      (1,136) 
 
Net cash and cash equivalents                               13,245       10,957 
 
Consolidated Statement of Changes in Equity 
 
                              Share      Share Translation   Retained     Total 
                            capital    premium     reserve   earnings 
                                       account                            GBP'000 
                              GBP'000                  GBP'000      GBP'000 
                                         GBP'000 
 
At 1 January 2009               365      5,993       2,484      7,374    16,216 
 
Exchange translation              -          -       (416)          -     (416) 
differences 
 
Profit for the year               -          -           -      1,579     1,579 
 
Total recognised income and       -          -       (416)      1,579     1,163 
expense 
 
Dividends paid                    -          -           -      (720)     (720) 
 
Share option grants               -          -           -        332       332 
 
Shares issued                   136     27,193           -          -    27,329 
 
At 31 December 2009             501     33,186       2,068      8,565    44,320 
 
At 1 January 2010               501     33,186       2,068      8,565   44,320 
 
Exchange translation              -          -         277          -      277 
differences 
 
Profit for the period             -          -           -      6,593    6,593 
 
Total recognised income and       -          -         277      6,593    6,870 
expense 
 
Dividends paid                    -          -           -    (1,357)  (1,357) 
 
Share option grants               -          -           -        340      340 
 
Shares issued                     4        641           -          -      645 
 
At 31 December 2010             505     33,827       2,345     14,141   50,818 
 
Notes to the unaudited results for the year ended 31 December 2010 
 
1 Publication of non-statutory accounts 
 
The financial information set out in this announcement report does not 
constitute statutory accounts as defined in the Companies Act 2006. 
 
The financial information for the year ended 31 December 2009 has been 
extracted from the Group's financial statements to that date which received an 
unmodified auditor's report and have been delivered to the Registrar of 
Companies.  The Group's statutory financial statements for the year ended 31 
December 2010 will be finalised on the basis of the financial information 
presented by the directors in this preliminary announcement and will be 
delivered to the Registrar of Companies in due course. 
 
2 Segmental information 
 
Year ended 31 December 2010           Europe Asia/Pacific   America       Total 
 
                                       GBP'000        GBP'000     GBP'000       GBP'000 
 
Revenue by origination                29,697        3,719    40,225      73,641 
 
Revenue by customer location          28,138        3,430    42,073      73,641 
 
Assets                                33,042          784    36,491      70,317 
 
Liabilities                            9,170          481     9,848      19,499 
 
Property, plant and equipment            681           27     1,496       2,204 
 
Capital expenditure                    6,151           10     3,486       9,647 
 
Amortisation and depreciation          4,496            3     4,769       9,268 
 
 
Year ended 31 December 2009           Europe Asia/Pacific   America       Total 
 
                                       GBP'000        GBP'000     GBP'000       GBP'000 
 
Revenue by origination                19,370          477    29,669      49,516 
 
Revenue by customer location          22,946        1,390    25,180      49,516 
 
Assets                                27,683          842    37,436      65,961 
 
Liabilities                           11,153          288    10,200      21,641 
 
Property, plant and equipment            831           96     1,352       2,279 
 
Capital expenditure                    3,603           15     1,622       5,240 
 
Amortisation and depreciation          3,252           40     2,866       6,158 
 
Substantial elements of the Group's costs cannot meaningfully be allocated 
across the geographical segments. Accordingly no segmental analysis of profit 
can be usefully disclosed. 
 
3 Earnings per share 
 
                                                         Year ended  Year ended 
                                                         31December  31December 
                                                               2010        2009 
                                                        (Unaudited)   (Audited) 
                                                              GBP'000       GBP'000 
 
Profit for the financial year                                 6,593       1,579 
 
Amortisation of business combination                          2,155       3,755 
intangible assets and exceptional items 
(net of taxation) 
 
Adjusted profit for the financial year                        8,748       5,334 
 
Basic earnings per share (pence)                              13.12        3.69 
 
Adjusted earnings per share (pence)                           17.40       12.47 
 
Diluted earnings per share (pence)                            12.93        3.64 
 
Adjusted diluted earnings per share                           17.16       12.28 
(pence) 
 
                                                             Shares      Shares 
 
Issued ordinary shares at start of the                   50,081,852  36,506,075 
period 
 
Ordinary shares issued in the year                          415,975  13,575,777 
 
Issued ordinary shares at end of the                     50,497,827  50,081,852 
period 
 
Weighted average number of shares in                     50,262,492  42,764,427 
issue for the year 
 
Dilutive effect of options                                  728,023     664,296 
 
Weighted average shares for diluted                      50,990,515  43,428,723 
earnings per share 
 
4 Tax 
 
                                                        Year ended   Year ended 
                                                       31 December  31 December 
                                                              2010         2009 
                                                       (Unaudited)    (Audited) 
                                                             GBP'000        GBP'000 
 
Current tax 
 
UK tax                                                       1,350           59 
 
Foreign tax                                                  1,083        1,453 
 
                                                             2,433        1,512 
 
Deferred tax                                                   467        (852) 
 
Total income tax expense                                     2,900          660 
 
Tax has been estimated based on the current rates of tax applicable in each 
country of operations. 
 
5 Goodwill 
 
                                                           As at          As at 
                                                     31 December    31 December 
                                                            2010           2009 
                                                     (Unaudited)      (Audited) 
                                                           GBP'000          GBP'000 
 
At 1 January                                              16,742          6,266 
 
Business combinations                                          -         10,544 
 
Foreign exchange difference                                  188           (68) 
 
Total                                                     16,930         16,742 
 
6 Other intangible assets 
 
                            Domain Software       Panel Customer   Other   Total 
                             names          acquisition    lists 
                                      GBP'000       costs            GBP'000   GBP'000 
                             GBP'000                         GBP'000 
                                                  GBP'000 
 
Cost 
 
At 1 January 2009               79    5,234       4,363    1,520       -  11,196 
 
Additions in the year            7    2,358       2,413        -       -   4,778 
 
Business combinations            -    6,581         982    1,341     540   9,444 
 
Disposals                        -    (385)       (687)     (93)       - (1,165) 
 
Exchange differences             -    (147)       (276)     (81)    (60)   (564) 
 
At 31 December 2009             86   13,641       6,795    2,687     480  23,689 
 
Additions in the year           11    3,055       5,248        -       -   8,314 
 
Disposals                        -        -     (1,063)        -       - (1,063) 
 
Exchange differences           (9)     (44)       (186)      163    (23)    (99) 
 
At 31 December 2010             88   16,652      10,794    2,850     457  30,841 
 
Amortisation 
 
At 1 January 2009                -      912       2,710      271       -   3,893 
 
Business combinations            -      150           -        -       -     150 
 
Charge for the year              -    2,264       2,202      486     296   5,248 
 
Disposals                        -    (217)       (687)     (93)       -   (997) 
 
Exchange differences             -     (37)       (182)     (19)      18   (220) 
 
At 31 December 2009              -    3,072       4,043      645     314   8,074 
 
Charge for the year              -    3,358       2,957      690     103   7,108 
 
Disposals                        -        -       (546)        -       -   (546) 
 
Exchange differences             -    (122)         240      111    (16)     213 
 
At 31 December 2010              -    6,308       6,694    1,446     401  14,849 
 
Net book amount 
 
At 31 December 2010             88   10,344       4,100    1,404      56  15,992 
 
At 31 December 2009             86   10,569       2,752    2,042     166  15,615 
 
7          Dividends paid 
 
                                                   Year ended        Year ended 
                                                  31 December       31 December 
                                                         2010              2009 
                                                  (Unaudited)         (Audited) 
                                                        GBP'000             GBP'000 
 
Final dividend - 1.5 pence (2009: 1.15                    753               419 
pence) 
 
Interim dividend - 1.2 pence (2009: 0.6                   604               301 
pence) 
 
                                                        1,357               720 
 
No final dividend is proposed by the directors in light of the proposed 
acquisition by ITWP Acquisitions Limited. Should the proposed acquisition not 
become effective, the directors will consider proposing a final dividend for 
the year ended 31 December 2010. 
 
8 Post balance sheet event: proposed acquisition of ToLuna by ITWP Acquisitions 
Limited (ITWP) 
 
On 14 February 2011, ITWP announced its intention to acquire the shares of 
ToLuna for a mix of shares, notes and cash, to be implemented by way of a 
scheme of arrangement under Part 26 of the Companies Act 2006. 
 
ITWP is a newly incorporated company formed for the purpose of implementing the 
acquisition of ToLuna. ITWP is supported by Verlinvest SA, a significant 
shareholder in ToLuna since 2009. 
 
ITWP has received irrevocable undertakings from Eurovestech plc, Invesco Asset 
Management Limited, and the Independent Directors who hold ToLuna Shares to 
vote in favour of the Scheme (including the required resolutions) in respect of 
their entire beneficial holdings of ToLuna Shares amounting, in aggregate, to 
30,120,964 ToLuna Shares, representing approximately 59.6 per cent. of the 
existing issued share capital of ToLuna. 
 
ITWP has also received undertakings from Eurovestech plc and Invesco Asset 
Management Limited to elect to receive non-cash consideration which will enable 
all other shareholders, other than Verlinvest SA and 
Frederic-Charles Petit, to receive 320p in cash per ToLuna Share. 
 
Following the completion of the acquisition Frédéric-Charles Petit, Founder and 
Chief Executive of ToLuna, will be appointed as a director of ITWP and will 
continue in his current role as leader of the executive management team of the 
ToLuna Group. 
 
It is expected, subject to the satisfaction of regulatory and all other 
relevant conditions, that the acquisition will become effective during April 
2011.Further details of the terms of the acquisition proposed by ITWP are 
available on the Company's website www.toluna-group.com/. 
 
Auditors 
 
The Audit Committee has determined that, due to substantial changes in the 
group in the recent past, it is in the interests of audit quality that the 
current audit engagement partner should continue in his role for a further 
year. The Audit Committee is satisfied that by the application of safeguards, 
the extension does not undermine the objectivity and independence of the 
auditor. 
 
Grant Thornton UK LLP has agreed to this extension, which will bring the total 
period served by the audit engagement partner to six years, as permitted by the 
Ethical Standards. 
 
 
 
END 
 

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