The investment is a few hundred dollars in some smaller markets. The ads can be test marketed and refined cheaply then spread to major markets. Nothing a marketing guru shouldn't already know. Somehow the virtuous circle needs to be established.
What I don't understand is the $11M in debt: It's not cash ploughed into infrastructure, it hasn't been paid out in salary and the debt accrual hasn't been that fast.
$2.6 market cap won't support the debt if the creditors come knocking.