-Company is quiet for a few years, and we find out they've been quietly building a beverage portfolio and introduces the "Rise" product line in July 2013 and "Coffee Boost" in September for test markets in SoCal. Begins with around 80 stores and ends up expanding to 296 by November.
- Insider buying shows management purchasing a ton of shares in December (extreme sign of confidence) leading up to the announcement that "Coffee Boost" has exceeded initial demand projections in Q4, and that full scale production of the product is on the way early 2014 (now).
-The insider buying also shows John Powers, former Red Bull executive who's LinkedIn profile says he helped to "Broaden the visibility of the Red Bull brand". He also supposedly helped with distribution for RB (exactly what Level 5 is gearing up to do), so he must possess some level of expertise, experience, and probably has major connections to huge retailers throughout his time there.
- People are buying on hype leading up to their next set of PRs expected to flow over the next few months detailing the nationwide distribution and Q1/Q2 sales.
I think all of that stuff is great, and this is a pretty rare penny stock play if you connect the dots and see what 2014 actually has in store, but I also have so much confidence in the management by observing what they built. Has anyone really looked at the Coffee Boost packaging? What does it make you think of? The first thing I thought of is the Nestle CoffeeMate creamer I use every morning, very similar. They're smart enough to use a packaging concept that is already tried and true, without complete copying, and will immediately capture that attention from people (just like it did for me, I'm positive I'm not the only one).
These guys aren't just unintelligent start-up business hopefuls with no connections in the industry. They're smart, and they're buying up a shit ton more shares than any of us while knowing they wont be able to sell for 18 months. They're smart, and confident in what they built, and you know it to be true because they didn't just say it with their PRs, they said it with their wallets. I'll piggyback the bet of millionaire businessmen any day, sure. I'm 6 million deep, for the rest of 2014.
