Importance of a First Impression...
There's an old expression, 'You only get one chance to make a first impression'. Launching a new beverage line is a very big deal, especially for a company that has not previously been in the beverage business.
It is one of the most challenging businesses in the world (mainly due to fierce competition brought about by the the highly attractive product margins), but also one of the most rewarding, if the product gains traction.
Dr. Trent Jones is an educated man, and although he is a medical practitioner (in the field of chiropractic medicine), he also has a background in business operations.
As most here know, Dr. Trent Jones was only appointed CEO of Green Cures a couple of weeks ago (Jan 9th '15). He is well aware that even though Green Cures had experienced a number of delays in launching the Rico Suave hemp-infused energy beverage line before he came on board (which has undoubtedly led to shareholder disappointment and discontent), it would be unwise to officially launch the line before he was able to get all of the ducks in a row. Taking a bit longer to launch the beverage line (while extending the delays already experienced prior to him coming on board), is a matter of short term pain for long term gain.
What you do not want to do, as an incoming CEO, is bungle the launch of your first energy drink beverage line simply to hit an earlier date on the calendar. I remember receiving a fortune cookie fortune that read something like (paraphrasing) 'Those who act too swiftly can not move with grace'. I think that message applies here.
I'd like to make one other point. The images of the Rico Suave hemp-infused energy drink released by the company were not simply beverage containers with a branded label applied. They appeared, from the photo, to be professionally custom printed beverage cans. I am not in that industry, but printed cans (in relatively low production runs) have got to cost much more than printed labels applied to a generic beverage container. I believe that this type of investment in the product makes it even more important that Dr. Jones dot all of the I's and cross of the T's before launching this beverage line, even if it leads to some shareholder discontent in the short run.
As always, simply my opinion.
GRCU
AI
