All you do is take the Share-holder equity and divide it by the amount of shares they have authorized. In this case it was like 3.4 Million devided by 1 Billion and therefore .0034 however by their latest PR they are talking like they are expecting to add 10 Million in equity in 2010, therefore with that add about 1 cent to the total and you get 1.34 cents which is what it's trading about now. However if the third part comes true about them becoming a leader in the sports memorabilia category they should be worth significantly more. I'm not sure how much more since that is completely revenue dependent but lets say they will need 10 Million to = 1 Cent in shareholder value.
There is a fair amount of risk in this bet but I believe we might have a good shot, it doesn't look like the pumpers have had field day with it yet so it may be safe for a couple of us to jump in. Pumpers don't really like stocks with 1 Billion in shares because they are harder to manipulate.
Either-way I'm not in this yet but it looks like a strong canadite for tomorrow if I can buy in reasonably.