Blackboard Business & Economics Tech

A Blackboard Debt Update, and a Lesson on Public Relations –

A Blackboard Debt Update, and a Lesson on Public Relations -

The brief model of this story is that Blackboard has bought off their Transact enterprise and moved their company headquarters out of Washington, DC. Each of those are smart strikes that give them a chance to scale back their debt load and get on higher monetary footing. Not being a debt professional with entry to the knowledge to the knowledge that credit standing businesses have, I can not remark at this level on how a lot this improves their outlook.

That must be the sum complete of this publish. Sadly, as a result of Blackboard dealt with a few of our earlier protection poorly, the information additionally offers proof that they weren’t completely forthright with us in earlier conversations concerning the instruments that they had at their disposal for dealing with their debt. So I am obliged to complicate the information with an accountability story. Since I’m weary of writing accountability tales after 14 years of writing them, I want to show this story right into a lesson about how ed tech corporations can deal with troublesome PR conditions higher, within the hopes that I should write fewer of those tales sooner or later.

If what you primarily care about is Blackboard’s monetary well being, then you’ll be able to cease right here. In case you’re interested by studying extra about how ed tech corporations by accident get themselves into pointless hassle, and the way they will reduce their probabilities of doing so, then learn on.

Asking for Hassle

Again in the summertime of final yr, I acquired into two consecutive spats with Blackboard, neither of which I noticed coming. The primary was about our knowledge displaying that Instructure Canvas had surpassed Blackboard in US market share. Now, everyone, together with Blackboard, knew that these market share strains the place shifting nearer collectively. Counting methodologies being complicated and legitimately debatable, it is potential to have trustworthy disagreements about how shut they’re or whether or not they have crossed at any given second. However we thought-about this extra of a milestone that summed up a long-term development than an enormous story in and of itself.

There have been a few ways in which Blackboard might have dealt with this. One was to play it to the hilt. Being branded—pun meant—as the company juggernaut has been an issue for Blackboard for a very long time. They might have lastly turned the tables on Instructure and portrayed themselves because the scrappy underdog. Or they might have simply stored quiet and let the story move. It will have disappeared down the reminiscence gap in about three days. As an alternative, they engaged in a robust public pushback towards our numbers. That does not make them dangerous individuals; they’ve a proper to defend themselves as they see match. However from a purely strategic perspective, their selection had the impact of each prolonging their dangerous information cycle and frightening responses from us.

In a type of responses, I attempted to elucidate—once more—that the market share strains crossing actually wasn’t information however relatively a logo of the continued development. If you’d like actual potential dangerous information for Blackboard, I argued—and that is the place the hazard of prolonging the dangerous information cycle brought about additional problems for them—you must take a look at their debt state of affairs:

The actual problem of concern is the potential conduct of their debt and fairness house owners. I am going to come again to the purpose about Blackboard’s complete product portfolio in that context….

The second “Blackboard alert” article value studying is the one by Katherine Doherty and Eliza Ronalds-Hannon at Bloomberg Information. This one wasn’t a response to our piece however quite coincidental timing triggered by the identical underlying considerations. I spoke with Doherty, whose beat consists of corporations with distressed debt.

The debt is the actual existential concern. With out it, Blackboard would simply be an organization that continues to wrestle with its flagship product however which might have sufficient runway to show itself round over time, a method or one other. Within the Bloomberg article, Blackboard CEO Invoice Ballhaus repeats Miller’s reminder that the corporate sells different services. And as we’ve got identified repeatedly right here on e-Literate, the worldwide markets are an more and more giant proportion of Blackboard’s monetary image. The basics of the corporate will not be nice, however they are not dire both. Given time, good management, and low debt, an organization on this place ought to have the ability to proper itself.

However as a result of Blackboard has excessive debt, their state of affairs probably much more risky. One main cause why the market share milestone issues is that it is an apt metaphor for Blackboard’s monetary waterline. At their present debt ranges, the corporate cannot afford for his or her market share to proceed to drop.

Contract losses have despatched Blackboard’s income and earnings sliding, based on individuals with information of the matter, making it more durable to hold greater than $1.three billion of rated debt. With a few of Blackboard’s bonds promoting at deeply distressed ranges, Ballhaus is crafting a comeback, and potential choices embrace the sale of its cost processing division, stated the individuals, who requested to not be recognized as a result of the discussions are personal.

So, I wrote that Bloomberg information reported that Blackboard has debt ranges which might be excessive sufficient to trigger potential issues for its enterprise. Elsewhere, we reported that Moody’s had made some adverse feedback about their debt as properly. Reporting this stuff is just a little like reporting that the Climate Channel is predicting a excessive probability of heavy snow. It isn’t one thing you argue about.

I went on to say that, whereas the debt state of affairs was critical for Blackboard, it was removed from sure doom:

Even on this state of affairs, the outcomes for Blackboard Study clients will not essentially be dangerous, and even noticeable—relying on how the funds are resolved. If Blackboard sells off Transact, will get an excellent worth for it, pays down some debt, and in any other case sticks with the present administration’s plan, that would purchase them a while and a few capacity to outlive additional erosion of market share round Study. If the corporate’s proprietor, Windfall Fairness, decides to take extra drastic steps, then the potential impression on clients is unpredictable. And Windfall’s calculations relating to how a lot drastic motion is required have to be a minimum of partly pushed by their evaluation of how shut Blackboard is to bottoming out in LMS market share loss.

This story was more durable for the corporate to disregard, however they nonetheless had some choices. I had stated some good issues concerning the firm in that publish, and a few important issues about their competitors. Their CEO, Invoice Ballhaus, is a turnaround specialist. The Personal Fairness house owners of Blackboard have signaled their belief in him by making him each Chairman and CEO. That they had a great story line there. They usually have been going to have an choice to interact with us in individual very quickly at BbWorld.

So what technique did they select?

Maintain digging

They pushed again onerous. We had two conferences with Blackboard executives, together with our assembly with Invoice Ballhaus, through which they introduced up the debt challenge instantly and utterly dismissed it as illegitimate. This was what poker gamers name a “inform.” It was to date out of the norm for this type of analyst/government assembly that it despatched a transparent sign of how involved they have been concerning the protection. Now, a few of that’s merely resulting from the truth that individuals learn what we write and react to it, they usually do not all the time learn it rigorously. So we all know that Blackboard obtained inbound calls that have been triggered by that submit. However the tone of the pushback, coupled with the implausibility of the arguments, have been extremely inconsistent from our expertise with this administration workforce.

This immediately modified the story line of BbWorld for us, and never in a approach that Blackboard had meant. This is what I wrote in my follow-up publish, entitled “Blackboard’s Defenses of Its Funds Are Not Persuasive,” about that assembly:

Once we have been at BbWorld the week earlier than final, Blackboard’s government administration pushed again vehemently on our evaluation of how their excessive ranges of debt might influence their enterprise selections. We heard their robust disagreement expressed in our very first assembly of the convention from Chief Studying and Innovation Officer Phill Miller and in our final assembly from CEO Invoice Ballhaus.

We stand by our evaluation. In truth, Blackboard’s pushback had the other of its meant impact. We left BbWorld extra satisfied that we’re proper slightly than much less….

Ballhaus argued to us that the quantity of debt that Blackboard is carrying is a strategic selection that he and the personal fairness buyers—he used the pronoun “we”—make collectively. Particularly, he argued, “we” might select at any time to take a position extra money within the firm, paying down debt in change for fairness. Additional, he argued, it is logical to imagine that Windfall would achieve this if wanted as a result of “they solely make their cash if we enhance.”…

Paying down debt in trade for fairness, referred to as “recapitalization,” is a robust vote of confidence by a personal fairness (PE) proprietor. First, since debt holders receives a commission earlier than fairness holders within the occasion of chapter, it will increase danger for the PE agency. Second, it might imply a considerable funding of money, which is partly what PE companies sometimes attempt to reduce by requiring the businesses that they personal to tackle substantial debt within the first place. When PE-owned corporations discover that they’re in peril of being unable to make their debt funds—which each Moody’s and S&P International Scores have stated is presently the case with Blackboard—the PE house owners can and do make use of a lot of totally different methods which might be financially much less dangerous to them to be able to handle the issue, both as an alternative of or along with recapitalizing.

For instance, when Cengage Studying discovered itself with unmanageable debt ranges after its acquisition by personal fairness, they filed for chapter:

“The decisive actions we’re taking at present will scale back our debt and enhance our capital construction to help our long-term enterprise technique of transitioning from conventional print fashions to digital instructional and analysis supplies,” Michael Hansen, Cengage Studying’s chief government, stated in a press release.

To be crystal clear, I’m not suggesting that Blackboard is more likely to file for chapter. Windfall Fairness has different choices at its disposal, a few of which I’ll write about within the subsequent part.

Slightly, the purpose is that Ballhaus’ declare that we should always simply assume Windfall will see it as being of their curiosity to recapitalize Blackboard just isn’t credible on its face to anyone with even passing information of how personal fairness corporations work. For instance, the tone of the Washington Enterprise Journal article I referenced above, which (clearly) was written by a enterprise reporter, suggests vital skepticism that Windfall won’t let the corporate’s debt challenges impression their enterprise selections. The business specialists we sometimes seek the advice of with when writing monetary or enterprise tales like this one have been even harsher of their evaluations of Blackboard’s place. Two actually laughed out loud at it.

I am fairly positive that wasn’t the protection Blackboard hoped for.

And it was destined to worsen. As a result of they have been now caught in a lure of their very own making.

The Lure

What do you do as an analyst whenever you consider an organization has been making deceptive statements to you and that there might be proof supporting your concept of the case sooner or later? You lay down a marker and wait.

This is what I wrote:

[I]n equity, there’s an empirical reality of the matter right here, and we don’t but have conclusive public proof that the corporate’s excessive ranges of debt will, actually, have an effect on their enterprise technique. So this is what we will do:

  1. I’ll summarize their place as objectively as I can.
  2. I’ll clarify why we do not discover their place persuasive.
  3. I’ll lay out the indicators that concrete proof we might be in search of going ahead that may both help or undermine our thesis.
  4. Phil and I’ll publish updates as we monitor these indicators and, if there isn’t a further public proof of our thesis by BbWorld 2019 (or robust proof emerges that we’re incorrect earlier than then), then we’ll publish a mea culpa publish….

Listed here are a number of actions Blackboard might take sooner or later that may point out Windfall Fairness has chosen to push Blackboard to unravel its personal debt drawback somewhat than making it go away with extra of Windfall’s cash:

  • Unload a number of elements of the enterprise: A Bloomberg piece written by journalists from their distressed debt desk reviews, “With a few of Blackboard’s bonds promoting at deeply distressed ranges, Ballhaus is crafting a comeback, and potential choices embrace the sale of its cost processing division, stated the individuals, who requested to not be recognized as a result of the discussions are personal.” Stated cost processing division, Blackboard Transact, is a money cow for the corporate. If Blackboard sells off one in every of its extra worthwhile enterprise models at a time when the corporate is having hassle making debt funds, that may point out a selection by Windfall Fairness to discover a approach to scale back debt strain that’s much less dangerous for them when it comes to money funding however extra dangerous for Blackboard when it comes to long-term well being. Notably since Windfall already tried to promote Blackboard as soon as and has now owned the corporate for nicely previous the traditional sell-by date that PE corporations wish to comply with, the sale of Transact may recommend additional strikes to comply with.
  • Unload bills (like workplace area): The Washington Enterprise Journal article notes, “Blackboard can also be serious about unloading its 70,000 sq. ft of workplace area at 1111 19th road, with 12,000 sq. ft already sublet, in response to an April submit on Tech Workplace Areas. It is unclear the place Blackboard will go if it succeeds in leasing out its complete footprint. Blackboard stood to profit from a tax rebate program for corporations that comply with signal 50,000 sq. ft for no less than a dozen years, valued at half the corporate’s tenant enchancment prices, or a most of $5 million over 5 years.” In fact, corporations take cost-cutting measures on a regular basis, no matter their monetary well being. The enterprise reporter’s phrasing means that he could also be detecting a whiff of desperation within the specifics of this transaction. Since that is his experience greater than ours, we’ll be in search of further affirmation of our thesis, corresponding to if Blackboard have been to…
  • Considerably restructure with main layoffs: If Blackboard have been to maneuver to a smaller workplace whereas additionally shedding staff—past people who may depart in a sale of a enterprise division or the sluggish leak of headcount that the corporate has been having for some time now—that would definitely be an indicator that Windfall is just not prepared to only give Blackboard the cash the corporate wants to finish a turn-around and is as an alternative pushing them to unravel their very own monetary issues.

I wrote that publish on July 31st, 2018. The place are we seven and a half months later?

Lure Sprung

Final week, Blackboard introduced the sale of Transact.


Word that this isn’t an objectively dangerous factor for Blackboard. On the contrary, it helps them with their debt drawback in a means that has little to no influence on their core clients. The issue is that it additionally runs towards the grain of the story line that Blackboard executives pushed to us aggressively final summer time. They turned what ought to have been a very good story for them right into a extra difficult story.

Additionally, final January, Blackboard introduced they might be shifting their headquarters out of Washington, DC to a brand new area in Reston, VA.


Notice that that is additionally not an objectively dangerous factor for Blackboard, additionally a means for them to handle their debt drawback with out impacting clients, and in addition in rigidity with the story they advised us final yr.

The layoff proof is much less clear. There are many feedback on Glassdoor about ongoing layoffs (in addition to voluntary expertise drain) on the firm, however that kind of proof must be taken with a heaping teaspoon of salt. And truthfully, I hope that I do not see proof of a serious restructuring going ahead. I by no means need to root for individuals to lose their jobs.

So general, there’s fairly clear proof that (a) all of the debt businesses weren’t flawed once they stated Blackboard had debt points, (b) we weren’t fallacious once we stated that Blackboard couldn’t anticipate Windfall Fairness to unravel their issues by merely showering them with extra money, and (c) Blackboard is taking essential and affordable steps to scale back their debt load. In different breaking information, gravity nonetheless exists.

I let Blackboard know I might be writing an replace to my earlier submit and gave Mr. Ballhaus a chance to revise and prolong his earlier remarks. This is what I acquired again:

Our choice to divest in Transact is in step with our strategic efforts to simplify our enterprise as we transfer to a purely SaaS mannequin and improve give attention to our core educating and studying portfolio. The truth that we’ve tightened our strategic focus towards our present schooling shoppers and are accelerating innovation to profit them is a stark distinction from our rivals who want to develop their enterprise in areas outdoors of schooling.

Proceeds of the sale will go towards deleveraging the corporate and in addition current potential alternatives to reinvest within the enterprise.

OK. This is not a nasty assertion so far as it goes. The final sentence is most immediately related. The remaining is stuff that he needs to get in, which is ok and anticipated. The reality is that he is closely constrained in what he can say concerning the debt administration for authorized and different causes. As I stated on the prime, relating to the substance of the state of affairs, I am not a monetary professional and don’t have entry to the knowledge that debt businesses do, so I’ll look forward to them to weigh in on how all of this impacts Blackboard’s monetary prognosis. It may well’t be dangerous, however I am not certified to guage how a lot they’ve improved with out the good thing about skilled enter.

Relating to the PR state of affairs, so far as I am involved, this was a reasonably regular company reply. We’re again on terra firma. The extra fascinating query is how corporations can keep away from getting themselves into this example within the first place. Blackboard is way from the one firm that has gone via this kind of factor with us. And whereas we sometimes run into CEOs who’re merely dangerous people, often these conditions come up out of missteps that occur whereas the individuals at these corporations are underneath monumental strain as a result of the businesses are working their approach by way of a tough patch. I’ve been on the within of an organization as an worker in that type of a state of affairs. It isn’t straightforward. Exterior-facing leaders particularly have to domesticate reflexes to cope with these types of disaster conditions. And make no mistake; an analyst or reporter elevating uncomfortable questions on one thing your organization is battling undoubtedly looks like a disaster state of affairs.

So what’s the correct reflex to domesticate?

Honesty Works

Executives want to know the facility of honesty as an offensive weapon. Put aside ethics for a second. I am speaking about it from a purely strategic perspective. Let us take a look at a few examples of learn how to play this card, beginning with Blackboard.

I made the analogy earlier between the debt businesses and the Climate Channel. Let’s prolong that analogy a bit. I reside in Massachusetts. It snows lots up right here. (Or no less than, it used to.) However we’ve very skilled street crews who know what they’re doing. More often than not, we will get a dumping of 18 inches at night time and nonetheless drive on protected roads the subsequent morning. We examine the climate, however we do not freak out about it. A method Mr. Ballhaus might have dealt with the debt dialog would have been to attend for us to convey the subject up—which we might have—after which say one thing analogous to the next:

It is true; the Climate Channel is predicting snow. I lived for ten years in rural Minnesota. In a home with a really lengthy driveway. I’ve a truck with a snow plow on it. Right here is my shovel. Any questions?

This is how that appears in enterprise phrases:

It is true; the debt businesses are involved about our debt load. That is one cause why Windfall Fairness introduced me in. I am a Personal Fairness turn-around man. That is just about what I do. You guys have been across the block sufficient to know that I can not speak concerning the particulars of how we will handle it, however we’ve got methods in place for strengthening the corporate’s stability sheet whereas defending our clients.

Each phrase of that is both undeniably true or fairly believable, and there is not a lot we might have stated in response. It additionally does not make for a lot of a narrative. It turns into a “that is one in every of various elements that we’re watching” type of factor. It does not develop into the dominant story line popping out of BbWorld. And it softens the analysts up just a bit bit. With a narrative like debt danger, there’s all the time quite a bit that we do not know. The flavour of our protection is influenced by our belief in administration to be fairly trustworthy and open with us. On this context, slightly bit of excellent will goes a great distance.

For an additional instance, take the case the place Pearson was making an attempt to handle a narrative I used to be chasing of their CIO’s penchant for repeatedly speaking concerning the firm’s supposed ambition to construct, in his phrases, the Netflix of schooling. I used to be (and nonetheless am) fairly positive that is not what Pearson is making an attempt to do. However as a result of this very high-level individual continues to be allowed to publicly declare that they’re making an attempt to do that, and since Pearson is an enormous place the place the correct hand typically does not know what the left hand is doing, solely any person who outranks the CIO can definitively put the query to relaxation. And there is just one one that outranks him: CEO John Fallon. After a lot dialogue with Pearson’s PR group and a few interviews with a few the CIO’s friends in different related elements of the group, and really a lot to my shock, I used to be given direct entry to Pearson’s CEO. So right here we go, I assumed. This was going to be straightforward. He might put this story to mattress, and I might spend my time writing a narrative about one thing good slightly than one thing dumb.

That is not what occurred. 

Nevertheless it so simply might have.

Yeah, Pearson does not need to be the Netflix of schooling, and Albert should not have stated that we do. We do assume that we have to turn into an internet-scale digital firm, and we do assume that the development towards renting digital belongings is one that’s related to the tutorial market. That stated, we perceive that analogies are fraught in schooling and we do not want to oversimplify. In truth, we bought off our shopper companies partially as a result of we would like supporting educators in managing these complexities to be the core of what we do. Once we speak about efficacy, that is what we imply.

That reply not solely would have spiked the “Pearson cannot cease speaking about being the Netflix of schooling” story; it additionally would have turned me towards writing an replace to my unique efficacy story, full with reporting on the genuinely good work the corporate’s efficacy group has been doing since then. The Netflix factor would have ended up getting principally buried as a aspect word about how troublesome and fraught it’s for corporations to speak about their work.

It would not have mattered if I knew the reply was a strategic try and kill or divert the story. So long as it was trustworthy, it might have been truthful recreation. Past that, I might a lot quite write a narrative about an organization that is making an attempt to do the best factor and does it imperfectly than play a recreation of gotcha with an organization as a result of the administration is giving solutions that I really feel I’ve an obligation to police. When management chooses to not play the honesty card, they typically by accident set off a gotcha recreation that usually does not finish nicely for them and places them in a worse mild than they really deserve. I needed to say definitively that Pearson is not making an attempt to be the Netflix of schooling as a result of I consider it to be true. I do know they’re doing good work as a result of I’ve seen it with my very own eyes. I might have written a narrative about that. However as a result of Mr. Fallon selected to not play the honesty card, the story ended up being about Pearson failing to obviously disavow the Netflix analogy, and I could not definitively write what I consider to be true concerning the firm as a result of Mr. Fallon did not give me the proof that I wanted for the story.

I might go on; I’ve many extra examples like these. A constructive one is when Instructure’s former CEO Josh Coates utterly reworked a damaging story concerning the firm charging clients for entry to their very own knowledge. Not solely did he admit that the corporate screwed up in very blunt phrases; he modified the coverage, inspired us to name clients and confirm that they have been glad with the modifications, and thanked Phil for calling his consideration to the issue. There are explanation why we wrote little or no unfavourable protection of Instructure in the course of the Coates years. One is that the management workforce actually understood the facility of honesty.

The underside line is that honesty is disarming. Good analysts all the time attempt to keep wholesome skepticism, however additionally they attempt to be good judges of character. As a result of good evaluation is partly based mostly on understanding how a lot you belief the actual model of occasions that an organization’s administration is supplying you with. In distinction, when leaders give in to the (comprehensible) temptation to deflect, they appear dishonest. I need to be very clear about separating a second of failing to be trustworthy, which all of us have had beneath strain occasionally, from being a basically dishonest individual, of which I’ve met comparatively few in my life. Analysts (and reporters) have to differentiate between the 2 based mostly on little or no info, they usually have the duty to be skeptical. Additionally, good analysts have instincts that cause them to poke the place it hurts. The reflex of the individual being poked might be to guard the sore spot. Efficient leaders study to struggle that reflex within the second. They acknowledge issues that the analyst might have uncovered (to the diploma that they will) and switch that second of vulnerability into a chance.