No one agrees more than I, that the company needs a good business plan. The company also needs a good CEO that can follow the plan (and adapt when the plan isn't working). Benny isn't that person.
Benny has made really stupid business decisions (doing a stock buyback when the company was short on funds immediately comes to mind).
Benny is also arrogant and appears to be stubbornly locked into his positions. A good trait when you are mostly right, a really bad trait when you tend to be mostly wrong. With REDG, Benny has been mostly wrong.
Zwag Box should have been a money maker (20-50% gross profit margins). Money was charged more than a month ahead of time, so little upfront capital was required and customers paid for shipping. REDG/Zwag Box just needed to buy no more than enough to make 10-20% extra boxes to fulfill orders, and ship promptly. It's pretty hard to screw up. Benny found a way (maybe more than one way), though.
Someone else needs to be in charge of REDG.
