Vitro Diagnostics Inc. (fka VODG)

[Potse]

db7...shareholder update...revenue increases.....

A key advancement that occurred in 2012 was increased product distribution leading to increased revenue generation. We have previously demonstrated significant competitive advantages of our MSC-Gro™ Brand of cell culture media optimized for mesenchymal stem cell (MSC) growth and differentiation, including increased cell growth, cellular recovery and shelf-life. While sales of this product line developed more slowly, I am now pleased to announce that sales of our lead MSC-Gro™ product (Low-serum complete MSC-Gro™ medium) have grown substantially since commercial introduction including a 114% increase in sales during 2012 compared to 2011 and a 9.5-fold increase in the early stages of our 1st quarter 2013 compared to the entire 1st quarter 2012. Sales of our other MSC-Gro™ media products and MSC-based cell lines have also increased.

The shareholder update is encouraging, but I had to bang my head against the wall for awhile in frustration after reading the update. One of the pet peeves I have about press releases is when the company leaves out a key piece of information that investors would find particularly helpful/insightful.

I don't know whether James Musick handles the press releases himself or whether it is a collaborative effort with IR (Sean Marconi), but here is some constructive advice that will hopefully be utilized in the future. When you issue a press release and provide information on the percentage increase of revenue on the lead MSC-Gro product for 2012 and Q1 2013, you should also provide information on how much of the particular product was sold in 2011 and Q1 2012.

The annual and quarterly filing don't break down product revenue percentages, so there is no way for an investor to determine for certain how significant/meaningful these percentage increases truly are. Now, I am assuming that the main product probably accounts for a sizable percentage of revenue, but that is just a guess on my part. IMO, this shareholder update could have been much more effective/interesting and potentially even more encouraging, if the company had simply included that information.

This part of the update in which he describes how much the MSC-Gro product has increased in the first 1 or 1.5 months of Q1 2013 is particularly interesting to me, because it is a possible indication that VODG has experienced two consecutive quarters of a comparatively nice jump in revenues. It is also a possible indication that Q1 2013 revenues alone could exceed all of the revenue from 2012. But, again, that is dependent on the breakdown of the product revenue percentages for last year's corresponding periods.......

a 9.5-fold increase in the early stages of our 1st quarter 2013 compared to the entire 1st quarter 2012.