50% gross margins looking good as we scale. USA strategy seems...

50% gross margins looking good as we scale. USA strategy seems to be front and centre, and executing on this is crucial. Good to see that we have been thoughtful and somewhat scientific (it seems) about the marketing strategy into USA, I just hope we don't overcomplicate things too much. Below quote hopefully consistent with building a solid core product/foundation, and not getting distracted with too many new formulations etc.

"The company has been actively testing marketing personas and niche marketing positions for the FijiKava® and Taki Mai® products in the USA. Initial results indicate that the US market is more sophisticated than the Australian market and that a more niche positioning along with improved flavour formulations will be key success factors for scaling USA eCommerce in FY25. Furthermore, the US consumer online behaviour strongly favours a co-operative approach between Amazon.com and our Shopify powered websites (www.fijikava.com and soon www.takimai.com) and the investments made in the Amazon platform will synergise with our increasing direct-to-consumer advertising in the USA which will ramp up significantly in FY25 in both paid search and social media channels."

Also, worth congratulating the marketing team. With reasonably low spend, they have completely changed our trajectory, and all with a great attitude, courage, and determination. Well done. Hopefully we can get similar results in the USA.