Kogan: kings of diverse business


Kogan.com is a company listed on the ASX exchange (Australia). The company comprises of retail and business services such as Kogan Retail, Kogan Mobile, Kogan Internet, Kogan Insurance, Kogan Health and Kogan Travel.

Their main service areas are Australia and New Zealand. Kogan.com can be seen as Takealot.com in South Africa, but on steroids, due to them having diversified into various markets.

Their businesses consist of:

Kogan Retail – The website similar to Takealot.com where consumers can buy various household items.
Kogan Mobile – A prepaid mobile service allowing consumers to purchase airtime and data.
Kogan Internet – The company’s internet service provider division.
Kogan Insurance – Kogan offers various types of insurance such pet insurance, life insurance, car insurance and more.
Kogan Health – This is Kogan’s medical aid division.
Kogan Travel – This division focuses on travel and acts as a travel agent website on which consumers can book luxurious holidays.
Kogan Money – The company’s financial service division which provides credit and home loans to consumers.
Kogan Cars – A website which allows consumers/dealers to buy and sell cars. Similar to Cars.co.za and Autotrader.
Kogan Energy – The energy utility side to Kogan.com.

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So, looking back on this list you might be wondering is there anything Kogan.com does not do?

It is clear that this company has various income streams due to its extreme diversification into various markets aiding its survival in current times. In volatile markets, diversification is king.

Kogan’s share price is currently trading at $20.80 AUD, with a market cap of 2.2 which is considered to be relatively small. Which means that there is definitely opportunity for long term growth if executed well.

The year-to-date performance has been great, up 175%, which is massive. I would love to see a pullback for a better buying opportunity, but sometimes with great companies it doesn’t happen often.

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Being so diversified makes it quite tricky to understand the business fully, yet, it makes it a well-diversified investment.
I will be investing in Kogan.com for the long term.

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Higgo van Biljon
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