Ann: Respiri progresses CE Mark registration, page-8

Hi Cabe,
There are also plenty of companies I am sure who utilised the advice from experts to complement their internal experience and have gone on to very successful and profitable futures, including clients of Lida and MC Saatchi. There is no problem with constructing a profile or building expectation or interest however the timing of it is crucial to get most leverage and impact to intended consumers and the market. This is not up to shareholders to decide, it is up to the company and the specialists they have engaged. Whether this is a slow burn ("Look out its coming") or a short sharp ("viral") strategy or something else will be dictated the by the market research, product, market channel, end consumer/target market etc. The company has both B2B (Hospitals, Governments, NHS, etc) and B2C channels through which they will be distributing and selling their products. Whilst a social media presence/campaign may be a relevant tool for B2C, it is irrelevant to B2B as they will do their own marketing through the channel. As per the previous announcements, the company has already embarked upon a "Register your Interest Campaign" through Lida who are consumer marketing specialists and have generated the fantastic market research results and engagement in UK, Australia and Singapore that was Announced last year. The company has also been very successful in engaging the medical community through Professor Bruce Thompson and the clinical studies that are being conducted that will continue to develop advocacy. This is further evidenced by the announcement today of the involvement of Professor Frank Thien who, in addition to Professor Bruce Thompson, are very powerful Key Opinion leaders (like Instagram influencers) who will drive advocacy and adoption of the Company's world leading technology. This will be the most important "marketing" that the company will do to ensure a successful launch and not social media presence only. I am sure the Company has a carefully timed program of consumer engagement that has been developed in consultation with specialists that will coincide with the regulatory approvals, clinical studies outcomes, Key Opinion leaders engagement and partnerships to get most leverage and benefit at the most appropriate time. The announcement today proves also that the company continues to de-risk its product so that the product to be launched will be the very highest standard and quality. We should take confidence in this process that a little bit more time has continued to de-risk the product which has enabled the likes of Professor Frank Thien to be confident of putting his name to the technology! This will only increase the value of the company over the long-term.