Groupon, the online discount coupon service, is planning a scaled-back stock market flotation that will value the firm at less than half the price it was hoping to raise earlier this year, amid volatility in the equity markets According to reports from the US, the company is now planning an initial public offering of less than 10% of the company at a value of $12.5bn (£8bn). In May, when the group announced plans to go public, analysts were predicting values of between $20bn and $30bn. The company has around 83 million subscribers across 43 countries, including the UK, where a number of restaurant operators, such as Bodean’s, have signed up to the service. Groupon sells coupons offering deeply-discounted deals from businesses and takes a cut in any money the business using the coupons makes.