Key: 'if you believe it(pps) will go up.'
From a historical perspective, other than the runup due to overall coffee a couple of years ago, this stock has a history of press releases, many of which do not come to fruition but nevertheless result in upward stock movement before retracing.
So, I can see buying the stock on anticipation of the 'next PR.'
However, buying it because you believe in the business model is not well advised IMO:
- The company has had continuing losses (2012/2013 were originally reported as profitable, with much skepticism about the accounting on this board including from yours truly, but upon audit not surprisingly those gains turned to losses).
- The most recent financials, for Q3 14, showed over $0.60 in operating losses and $0.30 in interest expense, for every $1.00 in revenue, with worsening gross margins.
- The company has reduced store count over the last year, resulting in reduced revenue to cover fixed administrative costs such as audits.
- The Q2 14 store opening promised by a January 14 PR, to be the third for a quasi-franchise (actually JV) in SW FL, never happened.
The company has been kept alive by significant stock dilution over the years, including in the current quarter.
I and others on this board would certainly be interested in the business results which you see, which warrant investment in the stock. The counter-argument is failed investments in ice cream, reality show, franchising, Texas, and Arizona.
While the company is to be commended for becoming a reporting company, all that process has done so far, IMO, is to highlight the poor state of affairs of the underlying business.
