I agree with the cost/return formula but the objective was not to sign new distributors at all.
They were on the main Cueta stand along with 4 or 5 other companies (pics on facebook). They were promoting their products to the Cueta customers (distributors/retail outlets hospitals etc). Objective should have been to get commitments to order x,000 units through Cueta.
Cost of participation probably pretty small, but sending Andy all that way was a lot of cash (if the company paid his expenses - my company doesn't pay any of my travel expenses as we have no cash flow goes on the balance sheet as debt to be paid when we do have cash).
The whole UK/Europe strategy is as messed up as Canada was 18 months ago.
I think the only saving thing they can do is a few high profile users - Did Rob Gronkowski use their patch on the ankle sprain? What Hockey players are users? UK/Spanish Soccer stars?
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