Kathie Lindemann
Analyst · Cantor Fitzgerald. Please proceed
Thank you, Tom. Good morning, everyone. As Christoph mentioned in his opening remarks 2016 was the year of execution for the consumer team namely we developed manufactured and launch HOTSHOT to get it into the hands of consumers in early June on our branded website TeamHOTSHOT.com. Based upon the breakthrough scientific insight by Nobel Prize-winning neuroscientist and endurance athlete Dr. Rod MacKinnon, who created a truly unique consumer brand HOTSHOT, our sport shot with the kick. The first and only consumer products scientifically proven to prevent and treat exercise associated muscle cramps. Since the launch our team has achieved great deal establishing a solid foundation for growth as this unique lifestyle brand. Our marketing efforts are focused on raising awareness of our scientific breakthrough and driving credibility of the HOTSHOT brand amongst our core target market, endurance athletes. We leveraged endorsements from highly respected endurance athletes to share their personal authentic experiences with HOTSHOT, these sponsored athletes have become advocates for HOTSHOT because they personally experience benefits from the product. Our sponsored athletes include IRONMAN World Champion Craig Crowie Alexander and Tim Reed. Olympian Marathoners Shalane Flanagan and Amy Cragg, Olympian Steeplechaser Colleen Quigley, Olympian silver medalist in the Steeplechase Evan Jager and two times Pro Championship football player, James Develin. Our PR campaign resulted in some of the most influential endurance athlete publications Triathlete, Runner’s World, and Competitor Magazine, to name a few. Showcasing the science behind our discovery, which effectively increased HOTSHOT brand awareness and trial. In mid-July, Wall Street Journal published the article, a new way to prevent muscle cramps, highlighting the breakthrough science behind HOTSHOT. The story was one of the top five most popular articles on wsj.com for a full week. We amplified our outreach to endurance athletes participating in high endurance are such as triathlons, marathons and long distance cycling by sampling at marquee events such as the Pan-Mass Challenge for cycling, the IRONMAN World Triathlon Championships in Kona, the New York City and Boston Marathon and numerous other running, cycling and tri events. All of which drove awareness and trial. In response to consumer demand, we successfully executed several new initiatives in 2016 as well. We introduced expedited shipping on TeamHOTSHOT.com enabling our customers to get product within a couple of days often just in time for an event or competition. We launched our subscription program for customers who want to receive HOTSHOT on a regular schedule. And we made HOTSHOT available on Amazon.com. In December, we partnered with TriSports.com to make HOTSHOT available to international customers online. All of these initiatives have been very well received by our customers and we expect that they will drive additional growth in 2017. As a result of these efforts, we exceeded our 2016 plan representing a successful launch year. Recording revenues is just over $1 million, with healthy gross margins north of 50% revenue in Q4 was approximately $300,000 reflecting expected seasonality that we highlighted on our third quarter call. We expect Q4 and Q1 to be lower revenue quarters as they are impacted by seasonality. Q2 and Q3 are expected to be higher revenue quarters given the endurance sport training and competition life cycle, which being only a couple of weeks away we already see signs of increased activity and we're excited about the months ahead. 2017 is a year of building and learning. To drive long-term growth, we have a number of key initiatives planned for 2017 which I'll outline just a few of them for you now. We are building upon our e-commerce foundation and last week we launched a complete refresh of our website featuring more modern styling, new content and hands testimonials, improved navigation and greater branding. Since eCom sales represent the mass majority of our revenue at this stage of our maturation, we expect these improvements to drive engagement, customer interaction and conversion to help grow the business. We are broadening our message with greater emphasis on neuromuscular performance or NMP. NMP is how the nerves and muscles work together in an optimal way enabling athletes to avoid muscle cramp so they can push harder, train longer and finish stronger. And we're learning how customers use HOTSHOT potentially for more than just cramping. Responded to recent survey indicates that HOTSHOT users, many HOTSHOT users received benefits beyond cramping including reduced muscle soreness increased ability to exert oneself, reduce muscle fatigue and improve the recovery. We're working with leading academic centers to study these potential benefits. We're also learning where enthusiasm for HOTSHOT is the highest across geographies and sports. In 2017 we are expanding our geographic reach to markets beyond our three launch markets in Boston, Boulder and LA. These new markets include New York, Northern California, Chicago, Texas and Atlanta all of which were chosen for the significant presence of endurance athletes in the level of interest in HOTSHOT. We are building and growing our base of new customers within our core target audience of endurance athletes through digital and print media, events, local market activation and social media outreach. In less than a year, we have a mass over 20,000 unique paying customers and well over 200 professional collegiate and high school teams who have purchased HOTSHOT. This represents a very solid platform for the brand and serves as evidence that our core brand strategy driven by sampling, media and word of mouth by key influencer target group is working to spread the reach of HOTSHOT. We expect that these athletes will in turn spread the word about HOTSHOT and their endorsement will drive future adoption by a broader audience. We believe our consistent positive feedback and testimonials indicate high customer satisfaction with the product. 2018 will be a year of result when the executional excellence we’ve shown dovetails with an informed, refined and effective marketing strategy in a way that further accelerates our growth. In summary, we've created a compelling new brand in a category in sports nutrition and executed a strong launch. Our proposition is strong, our strategy is sharp and we are delivering on our plan. Our goal is to leverage this solid start to create a world-class consumer brand recognized and relied upon by both hyper-competitive athletes and we week-end warriors alike. I’ll now turn the call back to Elizabeth.