Innovative Food Holdings Inc (IVFH)

[Dre1012]

Great insight. If I can add. The major major problem I saw in FD is its sales strategy, basically there was NONE. They thought online/social ads were going to make it, but that's just a lack of understanding of market dynamics, especially with their targeted customers (people on diet).

They key was reaching these people, and the only way was through an intermediary, like nutritionists, or other health care professionals who would recommend it. It wasn't by just putting yourself out there hoping for the millions of potential customers to unroll, that wasn't enough.

I view the lack of understanding of the market as the major cause of failure, as you said because it is a marketing company that was run by the wrong people.