Kenneth Siegel
Analyst · Zacks Investment Research
Thanks, Robert. Good afternoon, everybody, and thank you for joining the call in some trying time. As you saw from our earnings release, at a high level, we essentially met expectations for the quarter, and that included our third consecutive quarter of sequential revenue growth, albeit on a small base. And we successfully moved forward on a number of the initiatives we've been discussing since I came on board last May, which included the need to reevaluate our sales and marketing strategy in order to drive successful long-term adoption of ContraPest in the marketplace.
To that point, as I've said in past calls, we needed to be more focused on our end-user verticals, we needed long-term studies showing efficacy in the field in addition to the mathematical models and laboratory studies that we've used before. And we needed to have experience-based models for their value and efficacy of ContraPest for pest management professionals and their customers.
During the quarter, we made progress on all these important points, while simultaneously advancing additional strategies, including the launch of our brand-new direct-to-consumer e-commerce solution, which we're very excited about. I'll go through this in more detail in a few moments.
But first of all, let me take you through my learnings after nearly 9 months on the job, provide some greater detail into why revenues have been taking some time to develop and remind you of our overall strategy in moving forward. I'll then ask Tom to provide some color on the financials and the other initiatives we're working on.
The need to prove the economic value of ContraPest has been a key learning for us and is driving many of our current initiatives. As you know, the initial cost to deploy ContraPest is more than the cost of conventional rodenticide. Consequently, PMP, and in some cases, end users have experienced sticker shock when deciding whether to buy and use the product. At the same time, we believe that PMPs think that ContraPest is a sterilant and once deployed, eliminates the need for future servicing. We believe this is a key factor in the unwillingness of some of them to buy and use ContraPest as well as a factor in the overpricing being exhibited by those who do.
Essentially, some PMPs may fear using ContraPest because it works, thus damaging their business model. To address this, we needed to do several things. First, we need to clearly demonstrate the long-term usage requirements of ContraPest, both when used as part of an IPM program and when used alone. Most of the studies that were done historically were long-term laboratory projects designed to provide the data necessary to achieve EPA registration.
We realized last year that we need to have longer term field studies that demonstrate exactly how ContraPest works in the real world. Our plan is to complete several studies of a year to at least provide the necessary data set. We're currently 6 months into most of the studies in our various verticals and are seeing the results we expect and that will need to drive further sales. Frankly, we're very encouraged by the results that we've observed to date.
Most critically, we need to demonstrate the time when the use of ContraPest shifts from active deployment to maintenance. Although this will be -- this will vary based on the risk of in-migration from other locations, what's called the edge effect. We believe that stabilization and thus maintenance will begin in approximately 9 to 12 months. At that point, the amount of ContraPest required and the related maintenance will drop significantly.
Importantly though is that the need for ContraPest won't go away entirely. And enlightened PMP will realize that the most effective economic model for them will be to treat ContraPest essentially as a subscription product, one that requires continued application in servicing for long-term efficacy. This should, in turn, generate increasing profits to them as their product and service costs decline as the maintenance requirement begins.
Most importantly, PMPs need to understand that using ContraPest will not kill their business by simply making rodents go away. In fact, they need to keep using ContraPest to keep rodents from coming back. Similarly, we need to be able to demonstrate to end users that the initial cost of ContraPest is justified, not only by its safety and efficacy, but by its ultimate enhancement to their bottom line.
The actual data needed will again vary by vertical as well as the sensitivity of the end user to environmental and sustainability concerns. However, in critical markets like poultry and egg production, we are focusing on how the use of ContraPest dramatically reduces grain loss as well as animal predation to provide a compelling case not only for poultry, but for all segments of food production.
Similarly, in our work in retail, we are demonstrating how the reduction in rats significantly reduces product and infrastructure damage. This is not simply the matter of a few ounces of lost grain or other food stuffs. Once damaged by a rat, the entire product or package needs to be disposed of.
Losses for the average retail location are often in the thousands of dollars per month against which the cost of ContraPest isn't even a rounding error. Finally, in municipal and government use, the bottom line is less clear. We've been focusing on infrastructure damage and citizen complaints up to this point. But now with the acute focus that the current coronavirus crisis is placing on public health issues, for enhancing our focus on the importance of removing disease vectors like rodents from areas in which they come in contact with people.
At the same time, we have data scientists' combing through all of our historic data sets to mine the data for support of our operating theories and thus, accelerate the process of getting us the proofs of concept that we need. The bottom line here is that ContraPest represents a next-generation approach to managing rat populations through fertility control. It's entering into an industry plagued by the reliance on lethal rodenticides and with a history of failure to achieve a sustained reduction in rat population.
We firmly believe that ContraPest can become a brand leader in the global rat control market as we position the field data successes for customer acceptance. An additional learning for me is that ContraPest is currently limited by EPA requirements to indoor use and to outdoor use within 1 foot of manmade structures.
In order to broaden the usability of the product, we need to complete and submit to EPA a number of additional studies, principally related to the effects on other animals and fish if it's injected or if the product enters the water supply. We're currently working with EPA to prioritize the test we need to complete and hope that we will get similar expedited treatment for our submissions given the more environmentally friendly nature of our product.
In addition, we've begun work on new formulations of the product, particularly solid and semi-solid variants. Although these are not essential to our near-term plan, we believe that nonliquid formulations will significantly expand the potential uses of ContraPest as well as pave the way for future sales through retail stores.
Our plan is to accelerate the reformulation process through partnerships with others in the industry who will be able to give us access to proven technology, thus reducing potential development time as well as shortening the EPA approval process.
As I mentioned at the beginning, we are excited to be entering the direct-to-consumer market. This new initiative uses the power of our e-commerce solution that we launched last December. The D2C program goes live this week and reflects one of our most ambitious projects to date. The purpose of the new program is twofold. First, we've learned over the past year that a significant portion of the residential and small business market is unable to have ContraPest deployed at their locations due to the unavailability of license pest management professionals to provide deployment and servicing.
These people have been reaching out to us to provide a solution. This week, we will launch a starter kit as well as a series of simple to follow videos, providing instruction on how to effectively use ContraPest. We will also be launching a monthly subscription service that will send a new supply of ContraPest automatically for a discount from the regular retail price.
Second, we've learned that a number of PMPs that deploy ContraPest are adding a substantial markup to both the product and the related service. They do this despite the service protocol for ContraPest being essentially the same as other products deployed in base stations. We expect that by having a widely known retail price as well as simple instructions for use, we can enforce some level of price discipline among the PMPs and thus help drive further end user uptake. This will be enhanced by other initiatives I mentioned earlier that will help PMPs better understand the economic value to them of using ContraPest.
So with that as a background, where do we stand? In Washington, D.C., our deployments continue to show a high level of product consumption as well as an over 70% reduction in the ratio of juveniles to adults. This reduction is the key to demonstrating that both birth control is working. We're now working to create visual proof of the actual reduction of rat activity and the allies that we are targeting, and should have that assembled in the next few weeks. While an absolute reduction is always a challenge to prove in an area that has a high in-migration risk, the reduction in juveniles has us optimistic that this is exactly what we will see.
Based on my conversations with officials in the district, we believe that this final proof will enable us to go to wide-scale deployment in the next few months.
In San Francisco, we've completed a highly successful initial deployment in the park and the second deployment is underway. Key in San Francisco is getting proof of efficacy and safety to the manager of green purchasing and IPM programs for the city of San Francisco.
Manager's approval is necessary for us to get on an approved pesticide list in San Francisco. Based on our recent results, we are optimistic that we will obtain approval and be included on this list by the end of the third quarter.
Our poultry tests continue in California. We are testing new bathing systems that are more easily accessible by roof rats and simpler to maintain. Consumption in the facilities has been very high, indicating that we will be seeing a significant reduction in juvenile when we begin population assessment in the next couple of weeks.
We plan to begin deployment at another poultry location in the next few weeks. In each case, we will be collecting data regarding grain loss and chick predation in addition to rat population data. This will not only help prove efficacy, but cost-effectiveness as well.
As I mentioned before, demonstrating reduced consumption and contamination of grain supplies will be critical as we move along the food chain to other facets of food production, transportation and storage.
Our retail study has expanded to additional location. One issue we have had though has been interference with our base stations by PMP servicing those stores. We're working with the customer to resolve this issue as well as identifying other locations that we can directly service without the presence of an incumbent PMP.
Our comprehensive study with Island Conservation is moving from the planning stage to deployment in April. We're using this study to fill in as many blanks in our data sets as possible. We're also exploring an alternative development approach that will more quickly demonstrate the transition of the product from active deployment to maintenance.
Finally, I've renewed our outreach to major PMPs to see how we break through their reluctance to deploy this next-generation technology. My expectation is that the valuation work we will be doing will be critical to these discussions, so they are timely commenced as the data comes in.
So what's next? As I mentioned before, public health issues are now in acute focus globally because of the current coronavirus threat. We've already been focused on this through our work with municipalities and government agencies. However, as I've said before, much of the local focus has been on the nuisance of rats rather than their potential as a significant carrier and vector for disease transmission.
Although rats are not directly implicated in coronavirus transmission, they are often associated with serious epidemics due to their proliferation and their close proximity to humans. As the focus moves from containment of the current pandemic to prevention of future disease, we believe that rodent control will become a critical area of focus.
So in addition to our studies in the U.S., we're in active negotiations with a major Chinese company to distribute ContraPest in Greater China, including Hong Kong. We hope to conclude negotiations shortly. As part of the contract, our distributor will assume responsibility for regulatory approval, but we will maintain control over the formulation and manufacturing of the product.
As part of the deal, we're launching a major demonstration of ContraPest as part of an IPM program in Hong Kong. Initial target will be 180,000 square foot multistory market in the city that will provide us an opportunity for a high-profile showcase and ultimate success. We're working through the requirements to bring ContraPest to Hong Kong, but we're hopeful to start this project in the next month.
As many of you saw, Steve Krause joined us a few weeks ago from Valent BioSciences as our new Executive Vice President for Sales and Marketing. Steve has extensive experience in both sales and marketing in biorational pest solutions like ContraPest. He's been a leading figure addressing critical public health issues through pest control and has successfully brought a number of premium priced brands to market. He also is a key understanding of what it will take to drive market acceptance of ContraPest. Steve has already hit the ground running and is driving progress across multiple fronts.
Finally, all eyes are on direct-to-consumer. As I mentioned, this site launches this week with a major digital and social media splash. And we're very excited about this launch, and we're optimistic about its potential for success.
And with that, let me turn things over to Tom for the numbers.