Kathie Lindemann
Analyst · Mara Goldstein with Cantor Fitzgerald
Thank you, Tom. Good morning everyone. On June 2, we launched our cornerstone consumer product, HOTSHOT, the first scientifically proven formula to prevent and treat muscle cramps, on our branded website www.TeamHOTSHOT.com. The product also became available in dozens of specialty retailers in Boston, Boulder and Los Angeles. Hopefully, many of you have purchased and tried HOTSHOT for yourself. The product messaging and name are unique and provocative and our proprietary packaging is distinctive and bold, appealing to our alpha athlete target audience. We have created a truly unique consumer brand based upon the breakthrough scientific insight by Nobel Prize winning neuroscientist and endurance athlete, Dr. Rod MacKinnon. Our sports shot is the first and only consumer product that has demonstrated statistically significant efficacy in mitigating muscle cramps in rigorous double-blinded human studies. The novel mechanism of Chemical Neuro Stimulation is allowing us to define a new category in sports nutrition called neuromuscular performance or NMP. NMP is how the nerve and muscle work together in an optimal way. We have been educating consumers about our product’s benefit in synchronizing communication between the nerve and the muscle, allowing the muscle to function properly, thereby improving neuromuscular performance to stop muscle cramps. This allows HOTSHOT consumers to push harder, train longer and finish stronger. For Q2, we recorded net revenues of over $112,000, comprised of sales from our pre-launch orders and online purchases from June 2 through June 9. This reflects our e-commerce return policy which requires us to defer revenue for the last 21 days of the quarter due to the fact that we do not have adequate history as a new company to estimate refunds. With more weeks under our belt, we are pleased with the strong launch, driven in part by the Wall Street Journal article in mid-July as well as other targeted media. Sales of our 12-pack are higher than anticipated versus our 6-pack, indicating that customers may be taking HOTSHOT more often to prevent, treat and recover from exercise-associated muscle cramps. With these tailwinds, we are seeing stronger than initially expected demand for HOTSHOT in Q3. Our presence in specialty retail locations is important to drive credibility, exposure and word of mouth among the alpha athlete community who frequent these stores. However, sales via our branded website represent the vast majority of our revenue and we expect that e-commerce will continue to represent a large portion of our revenue as we continue to grow the business. Over a half dozen NFL teams and several other professional teams, including Major League Baseball, have purchased cases of HOTSHOT and we are already starting to see reorders. In launching a cult brand, the strategy is to focus on a small highly defined target audience, ultimately converting them to believers and regular users. Establishing a cult brand takes time and patience to drive usage and adoption among target consumers, for us the alpha athlete. After securing the core, we can expand from a cult brand to a lifestyle brand with broader appeal. Companies like Uber, Clif Bar and Red Bull have employed a cult brand approach successfully, showing a hockey stick growth rate once the product reaches the mainstream audience. For our marketing and publicity, we continue to take a strategic approach, [leveraging TR] word of mouth, digital media and public relations activities. In addition, we are actively managing influential social media channels. Our marketing is focused on raising awareness of our scientific breakthrough to drive credibility for our brand. We are leveraging a slate of scientific and athletic spokespeople, including endorsements from endurance athletes, highly respected among their peer group, such as beloved IRONMAN Champion, Craig Crowie Alexander, and all four of our Olympic ambassadors who will be representing the US in Rio, marathoners Shalane Flanagan and Amy Cragg and steeplechase contenders, Colleen Quigley and Evan Jager. A number of other Olympians, marathoners and swimmers have been sampling the product with favorable results and have been actively tweeting about it as well. In mid-July, the Wall Street Journal published the article, “A New Way to Prevent Muscle Cramps”, discussing the breakthrough science behind HOTSHOT. The story ranked one for three days and remained one of the top five most popular articles on wsj.com for one full week. Our digital and social media campaign has successfully resulted in some of the most influential endurance sports publications showcasing the science behind our discovery. HOTSHOT has been featured in several recent publications, such as Wired.com, Men’s Fitness online, LAVA Magazine, the official magazine of IRONMAN, Esquire online and The Daily Burn. This effort has been complemented by targeted press aimed at active lifestyle consumers and the business community. To date, the PR team has placed approximately 300 stories and generated well over 60 million media impressions, primarily reaching HOTSHOT’s core target audience of endurance athletes. Our PR and media efforts have effectively driven visits to our website. Traffic to our branded website have been strong, receiving a healthy bump in July due to the Wall Street Journal and other social media stories. As of today, HOTSHOT has the number one organic SEO listing on Google, excellent progress in just two short months. HOTSHOT’s social media channels continue to see strong growth. Since June 1, our presence on Facebook has grown 20% to over 15,000 followers and garnered over 10 million impressions. For Twitter, we have seen our following grow more than 10% versus last month alone, generating 300,000 impressions. Our Instagram account has increased its following by 50% versus last month and we are continuously exploring new platforms and have been testing Snapchat as a branded vehicle with such programming as an influential takeover by Olympian Colleen Quigley and custom branded filters. We are driving demand and influencer advocacy through education and strategic sampling at key events in select markets. Given our target audience, we are active at endurance competitions such as the Pan Mass Challenge this weekend in Massachusetts, the Leadville 100 Mountain Bike Race in Colorado, IRONMAN events including the Kona Ironman World Championship and the New York City Marathon. We are also presenting at relevant medical and sports conferences, such as the American College of Sports Medicine annual meeting in Boston and the Sports Nutrition Panel at the Colorado University Sports Medicine and Performance Center. In summary, the team has executed an outstanding launch, creating a new category in sports nutrition in a short period of time. Our proposition is strong; our strategy is sharp; and we are delivering on our plan. Our goal is to build a consumer brand with long term sustainable growth. We will be learning a great deal over the next several months and look forward to updating you next quarter on our progress. I will now turn the call back to Elizabeth.