I'm not sure what you think is a disgrace. The market determines the share price, managements job is to execute strategy.
This is a startup, high tech company. The major aim of a startup is to methodically progress through the following steps
1) build a minimum viable product. They have done this. They have a mouthguard and supporting software that measures head impacts to help keep players safe.
2) get market validation for the technology i.e. prove that it works - They've done that also through Bupa and peer reviewed scientific research:
Bupa’s Managing Director of Health Services, Dr Dwayne Crombie, said: “The results from our initial trial were extremely promising and we look forward to working with HITIQ to offer this solution across our Australian dental practices. We’re proud to be the first dental network to offer the HITIQ solution to Australians to help make community sport a safer experience.”
3) get role models to use the product, which gives validation to the weekend warrior / non-professional market to follow - They are doing this, AFL, Rugby, College Football
4) find channels to market - they are doing this e.g. BUPA
Every new technology takes a lot more time then people think to move from selling to Innovators through to the early and late majority, which is where the money is.
The current share price isn't reflective of the progress made. We can see it as a Threat (i.e. I've done some money) or as an opportunity (i.e. the market has mispriced it and it is a buying opportunity).
GLTAH
