Kenneth Siegel
Analyst · Craig-Hallum. Please go ahead
Thank you so much, Loretta. Let me say, I’m truly honored to work with Cheryl and with Loretta to lead SenesTech in this new chapter of its evolution. As many of you who have seen, I’ve been on the Board of Directors for few months, and during that time, I’ve had the opportunity to see the significant progress that’s been made to this point and how everything is beginning to accelerate as we get ContraPest to penetrate markets, particularly around this country. In my opinion and this is obviously shared with people within the organization widely. ContraPest is a disruptive technology, one that has the ability to displace existing applications and shake up the entire industry. It’s one of the reasons why I’m so excited about this. Disruptive technology succeed, because the existing players in the market tend to focus on the advancement and improvement of their existing products. In fact, each iteration of their product is simply a variation on the same theme. The consequence, there’s tremendous built-in inertia. The major participants have built their organizations, they built their infrastructure, they built their sales strategies simply to support what’s worked for them historically and what they believe their customers need. A disruptive technology like ContraPest sneaks up on them. Disruptive technology start small, often entering markets that existing players have ignored, have abandoned or simply can’t service. They come in slowly, but relentlessly and they move up market ultimately displacing the established competitors. Again, ContraPest is exactly that type of product. It’s carving our niches in certain areas, points in sensitive locations, for example, such as zoos, such as food. It proves its safety and efficacy and then it’s going to expand into their core markets. So in my career and you’ll see from my bio, I’ve seen this played out many times. We can go back early in my career when I was involved in intellectual property and software technology and saw the advent of, first, the personal computer business and then the advent of the explosion of the Internet. In back – in those times, the notion was that hardware would rule the world and essentially most of the major players bet on the success of hardware. And what ended up turning out was the small upstarts, the aggressive companies who recognize that software, that recognize that applications were, in fact, the future, were the ones that ultimately emerged on top. And if you think about it, that was the beginning of the end of companies that were massive and extraordinarily powerful like IBM. More recently, as a leader in the hotel industry, I’ve seen multiple disruptions some of which we were able to survive, some of which we actually cause and some of which are challenges for the industry today. So, for example, Loretta talks about what happened 500 BC. I won’t go back quite that far, but think about it the industry that I come from has been in existence for several thousand years. And, in fact, talking about BC, it has its own story in the Bible that there was no room at the end. And literally for thousands of years, the industry didn’t change. And then a small company then, which I was associated with, which was Starwood, concluded that what people actually wanted when they stayed in a hotel was a comfortable bed. And you think about that going, okay, how simple – how almost ridiculous that is. But in essence, they created an entirely different brand and entirely different identity simply based on the fact that they gave the customers something they hadn’t gotten before. And for those of you who are now sleeping on pillow top mattresses and have your down pillows, et cetera, an awful lot of that comes from what Starwood did in 2000. What’s interesting, though, is as disruptive as that was and as game changing as it was, it took most of our competitors nearly 10 years to follow, and I’ll come back to that again later, because it’s one of the things that gives me great faith in the future of SenesTech. Years later and I’ll be brief on this thing. We saw additional disruptions. The advent of technology, advent of mobile apps, the explosive expansion of the Internet gave rise to upstart companies like Priceline and Expedia, essentially pure technology companies that decided they were going to enter the travel and leisure space. So with no capital requirements, no infrastructure other than creating technology, they managed to go into a small niche in the hospitality business. And what they would do is, they would allow hotels, they would allow airlines to sell distressed inventories, seats that would otherwise go unoccupied or rooms that were empty on a last-minute basis. And the quid pro quo for that was, they took significant portions of the revenue and hotels and airlines are more than happy to give them that business, because it was a business they couldn’t otherwise address. But what happens is, you suddenly then given them a competitor that you didn’t recognize, a substantial revenue stream and then the ability to capture your own customers and then begin to, what we call, then disintermediate you from your customers. And then used the revenue, used the disintermediation to move up in your core markets to a point in which they were controlling significant portions of the more profitable inventory across the system. The hotel industry was able to respond, in part, due to innovation in other areas. We expanded loyalty programs, we created recognition, we created experiences, et cetera. They survived, but at a cost as a significant revenue stream and a cost to significant changes in competition, as pricing became much more transparent. We were fortunate to travel agent industry was not. In fact, they didn’t see this train coming and, for the most part, they are gone. Finally, an area of disruption is now playing out most extremely in this industry, was the advent of Airbnb. And I think Airbnb, in many ways, closely parallels what we’re doing with ContraPest. The Airbnb model was to focus on segments that the hotel industry could not support. They’re focused on very low-budget travelers, who are looking for experiences and didn’t care particularly about where it was they were going to step. Over time, as that began to take on momentum, they began to expand in other areas. And I was, together with the industry, we did not believe that Airbnb had legs or had traction who is going to continue to stay at the bottom-end of the market. Again, they occupied niches that we couldn’t satisfy or that we could abandon. And for many years, we felt that branding, we felt that loyalty, we felt that recognition would be sufficient to offset the potential compelling case of an Airbnb. As you begin to see now, they are expanding into all sorts of different directions. They are beginning to create alternatives to hotels. They have gone very high-end, and they are now immaterial threat to a business that’s been around for several thousand years. Interestingly, Airbnb was formed 10 years ago. And as you may have seen recently, companies like Marriott have now announced that they’re going into this business that they’re going to attempt to create an Airbnb competitor. The critical concern – the critical issue I have is an Airbnb, like ContraPest, has a significant time advantage. And the critical question is, when you have 10 years of lead time, how hard and how much effort is going to take to catch up. We’ll see. But frankly, having been on both the disrupting side and the disruptive side, I can tell you, I’d much rather be a disruptor than disruptive. So back to ContraPest. At a high-level, the awareness and activity surrounding ContraPest is the most it’s ever been. ContraPest is a proven and widely available product and it’s already known to be effective and sustainable. As Ed will talk to you about in a little bit, the activity over the last few months by his team, including deployments in large municipalities, as well as the new product launch that we’re doing in a major agribusiness in California, it’s confirming the need, as Loretta said, for a novel solution to a 1,000 or a 2,000-year-old problem. She also said the market is moving towards ContraPest. Municipalities and other large companies are aware of the problems that have developed as a result of the worldwide use of poisons to try to reduce rodent population and the effect that they’re having on other species and on the environment. CSR and sustainability initiatives, among these key constituencies continues to grow. As she mentioned, as an Executive Officer of Starwood for many years, I can attest firsthand to the fact that this became a number one driver in our decision-making, because it was so relevant to our customers and to the new generations that we wanted to attract. These companies and our customers are searching for less harmful ways of doing things, but not at the extent of efficacy, and ContraPest is a product that addresses both of those concerns. SenesTech’s goal is to reduce dependency on poisons, while also effectively reducing the corresponding negative impact to – of rodents on human populations are ones I believe this market is increasingly focused on. As Loretta mentioned at the end of her talk, the recent move is by the State of California to pass a ban on rodenticides is the tip of the iceberg. If and when that legislation passes, we think it will have ContraPest being extremely well positioned to potentially dominate that market. My conviction in joining SenesTech as CEO is not only based on my beliefs and those long-term trends, but also based on the near-term progress that’s being made, including those recent successful deployments with early adopters. It’s my belief that we are on the verge of moving from awareness and activity to wide scale adoption. That’s not to say, we don’t have a lot of work to do, but I’m confident we can drive substantial growth in 2019 and beyond. So I’m looking forward to expanding on those recent successes by building awareness in large municipalities, in food and agricultural customers, but also leveraging my own experience to bring about strategies that will accelerate to sales cycle and expand our reach. So with that, let me turn the call over to Ed Albe, our recently appointed Chief Commercialization Officer, to discuss some of the changes we’re implementing on the sales and marketing front.