RE: Podcast4 Sep 2022 14:07
Stuart definitely does know what he is doing but has been let down by the poor quality of the RNS content which he has now acknowledged and hopefully will lead to all future RNS's being proof read with a second pair of eyes from another director as Stuart is most certainly not a completer/finisher as defined by Belbin. At the moment Elric's interviews are having to reset the broken bones in addition to putting flesh on them. For instance in the Nov 2021 Results RNS the following was stated "The Group is pursuing a 'direct to consumer' commercialisation model for AxisBiotix-Ps™, selling the product through the website AxisBiotix.com. The psoriatic community is highly communicative regarding the condition and its treatment, therefore, management considers that engagement with sufferers both directly through social media and via the national psoriasis associations in the target country markets is an efficient and cost-effective way of penetrating the market.
The product has initially been launched in the UK and US with Europe expected to follow in the first half of 2022. There are country specific requirements for food supplements in Europe, including labelling instructions and languages. The product is manufactured in the Netherlands by Winclove, and finished goods are held at a third party logistics company, also in the Netherlands, from where they are onward shipped directly to consumers. Longer term and subject to demand, SkinBioTherapeutics will consider bulk shipping finished goods to the US and UK and then onward shipping locally to consumers. Outside of these markets, for example, Asia, the Group is considering partnering opportunities for distribution and, having begun engagement with potential partners, will look to make progress in this regard in 2022."
As we have now just learnt, engagement with the various Psoriasis Associations has to be done via third parties so is in effect a B2B arrangement. Consequently, wording the RNS as follows would have saved Stuart a shedload of pain and angst when he came to first RNS everything was on track and 6 weeks later declare a material miss:
"Skinbiotherapeutics has not been set-up and resourced as a D2C entity and hence whilst the initial soft launch of axisbiotics will be carried out on a D2C basis to test the supply lines and initiate limited further sales through the use of social media, the Strategic intent is to quickly move to a B2B in the short term using various distribution partners to accelerate sales through the various psoriasis associations and through our partners higher marketing budgets, before further increasing sale volumes through bigger deals with Multi National clients". The March 2022 RNS announcing the material miss could have then explained the real reason which was the decision to move straight to signing up with Multi Nationals because the right deals couldn't be struck with the various interim distribution partners rather than the evasive explanation given in the Outl