iHuman Finalizes $84 Million IPO Plan

iHuman (IH) intends to raise $84 million from the sale of ADSs representing underlying Class A stock in an IPO, according to an amended registration statement.

Beijing, China-based iHuman was founded to create a subscription and advertising supported online service that provides the ability for young children to learn languages, math science and culture in a fun environment.

Management says it is the number one provider of online childhood edutainment in China, according to a Frost & Sullivan report that it commissioned and paid for.

Management is headed by founder, and Chairman Michael Yufeng Chi, who was previously founder of Beijing Jinhongen Co. and Perfect World Group, a ‘global entertainment company focusing on original content creation and technology.’

Below is a brief overview video of iHuman:

Source: iHuman Chinese

The company’s primary content offerings include:

  • Languages – Chinese, Pinyin, English
  • Math
  • Culture
  • STEM courses

iHuman has received at least $53 million from investors including Academy Management (Michael Yufeng Chi), HPF Fusion, Lei Hong DP and Tianjin Share Xinghan Enterprise Management Consulting.

Customer/User Acquisition

The company markets its offering through online apps included in major mobile app stores such the Apple App Store and Google Play Store.

Management plans to market its system via social media, Internet video and live streaming promotional campaigns.

The firm will cross-sell its products to encourage parents and users to try its other applications to drive engagement and spending.

Sales and Marketing expenses as a percentage of total revenue have been uneven as revenues have increased.

The Sales and Marketing efficiency rate, defined as how many dollars of additional new revenue are generated by each dollar of Sales and Marketing spend, rose to 3.2x in the most recent reporting period.

According to a 2020 market research report by Mordor Intelligence, the global market for edutainment is