Darren Jensen
Analyst · Slater Capital Management
Thank you, Scott, and good afternoon, everyone. I'm pleased to share our first quarter results with you today and update you on many exciting initiatives underway at LifeVantage.
Each of these initiatives are focused on driving revenue through geographical expansion, new products and adding distributors and customers. Fiscal 2018 is off to a solid start as we made progress on our transformational plan for the year. As we detailed our initiatives in length on our fourth quarter call, I want to highlight the first quarter results and run through a brief update on our activities. And then I'll turn the time over to Steve for a review of our financials.
We generated $49.1 million in revenue for the first quarter, a modest decrease compared to the fourth quarter. We expected first quarter revenue to be relatively consistent with the fourth quarter given the seasonal softening of late summer, but we are also faced with some disruptions from the unfortunate natural disasters during the quarter that impacted 4 of our stronger markets, including, causing the delay of our official launch event for Protandim in Mexico due to the catastrophic earthquake in Mexico City.
Turning to an update on our initiatives. During the fourth quarter conference call, we discussed our fiscal 2018 initiatives. We had 8 key initiatives planned for this year. We have launched, implemented and made significant progress on 6 of these key initiatives thus far, and anticipate the impact of these introductions building as the year progresses.
First, I'm pleased to report that we have commenced the commercial test of our new Mainland China business model. We are selling through a third party e-commerce platform and assessing the system, including order fulfillment from the e-commerce side, logistics and money flows. We just began initial training on the model last week at our Elite Academy event.
How this works is, Chinese customers can visit this site and purchase products, which are shipped directly from the United States to their doorstep. They also have the opportunity to become social marketers. These social marketers are affiliated with the e-commerce site and compensated on the sales that they generate by promoting the product on the site.
People outside of China can refer Chinese nationals to become social marketers, and then be compensated for the training of these social marketers. Recall that this is not a direct selling model, but rather an e-commerce model powered by in-country social marketers. Initiating this model in China gives us a prime opportunity to test this new method of marketing without any disruption to our current markets. We believe that this model could be disruptive to sales channels already deployed in China, and provide a testing ground for the future as we see the micro entrepreneur business model evolve to one of social selling with e-commerce and enhanced technologies providing long-term growth opportunities.
Second, we are pleased with our success -- with the success of our Red Carpet program, which we accelerated during the first quarter and is already ahead of where we thought it would be. Recall that this program is designed to attract and incentivize experienced direct selling leaders to join the LifeVantage family. When we utilized this program in the past, we encountered strong revenue growth and return on investment. We are excited to reignite the program, and now look to get these new sales leaders engaged.
Another key initiative is to instill across our field the biohacking culture, which we are building. At our successful Elite Academy event in Orlando last week, we introduced the tools and the training to support and incorporate our biohacking and Nutrigenomic story and technologies into our marketing materials. We are building a differentiated culture around this emerging trend.
Turning to our product strategies. Last week during Elite Academy, we introduced Vitality Stack. Vitality Stack is a combination of our Activated Essentials line, including our Protandim Nrf2, Protandim Nrf1, ProBio and our new Omega+ product, which is a comprehensive combination of omega-3, omega-7 and vitamin D that was also launched at our Elite Academy. This stack and future additional stacks to be released will become the primary protocol to support the biohacking culture we are creating across the company. The Vitality Stack provides our distributors and our customers a superior solution that is unrivaled in the marketplace and should increase our average order size.
During last week's event, we also launched the beta test of Phase I of our new LifeVantage app. This app is a platform we have developed in partnership with the technology company that is pioneering new ways for us to interact with our distributors and customers. This platform, which we believe is the first of its kind in the direct selling space, integrates artificial intelligence to onboard new distributors, assist them in finding new customers and tailor communications for them. This platform is available through revolutionary app that creates significant efficiencies for our distributors and simplifies processes for our preferred customers.
Finally, touching on our sixth initiative, we are on track with the process of implementing an upgrade to our corporate ERP system deploying Microsoft Dynamics 365. We have made substantial progress and expect to finish this on a global roll-out by the end of fiscal 2018.
As you can see, we have hit the ground running on this year's transformational plan and look forward to updating you as more develops with each initiative. We will continue to focus on positioning the company to capitalize on the mega consumer trends that are driving the marketplace and the future for LifeVantage.
With that, let me turn it over to Steve to run through the financial results. Steve?