You just can't ignore the other half of the equation. Expenses /...

You just can't ignore the other half of the equation. Expenses / costs . It is worth nothing unless they can show that their expenditure is creating sufficient volume and sales margin that is sustainable. You know actually manufacturing something and selling it for more than your costs.

Their plans to date haven't had teh desired results and they have accumalated a expensive structure that needs volume of sales to distribute teh costs over that volume. Where that breakeven point is a moving feast as they keep adding expenses that haven't been productive to date to justify themselves. So for example 3 years ago tehy were going to be distributed and be sold in Millitary base exchange stores etc etc but I haven't seen anything come of it. Big market , wide distribution etc . Now they are telling us they will enter teh duty free marketplace. tt is just a moving feast of trying to find a high margin place as they haven't suceeded in general marketplace.

Then you have their lack of promotion and interaction with purchases and we wonder why they haven't got penetration.

No more excuses is what the market price is trying to tell management. Get margins up ( unlikely) , cost down ( seems unlikely) or sell a crap load more and distribute expenses across a wider unit cost base.

They have had a 2 way bet. They say they are not a chocolate company but are a brand. Well they better get on both horses as they are complimentary and achieve some momentum in next 12 months or cash will be gone. hat 2nd brand horse has had a poor start and dlays with books, merchandise , cartoons, films etc all in Waynes vision but seeming taking a lot lot longer .

The premium cost management team may have never worked unsupported in such a small company and not realise how precious cash is and how immediate performance goals leading to sales have to be a urgent priority as simply without performance this company will struggle to raise again if they can't increase market penetration, execute a credible business plan , communicate and update with the market bloody well succeed.