Reflection, page-33

People make companies.

The people on the Board and Management team construct the business plan.

The objective being to provide a product/service/technology that the consumer will buy at a fair price and make the company a profit.

In the past this company has been run by a group of people ill equipped to manage a brothel.

The recent gutsy decision to consolidate the share registrar will either make or break this company. Mind you,  it was not a tough call to make as the the company was on its knees and running out of cash fast.

Now either these "PEOPLE" running the company are committed and know what they are doing or this decision will just be another dagger in the coffin.

If Family Insights fails to gain traction, the essential element - the product - will dictate failure.

It will then just be another high risk mirco cap on the scrap heap.

Now we get back to the people.

There are 2 constant names involved in all this recent change.

MR JONATHON WILD  NON-EXECUTIVE CHAIRMAN

Jon Wild has been a marketing leader for the past twenty years across a diverse range of categories and companies including Unilever, British Telecom (where he launched the O2 brand in Europe), Telstra, Orbitz Worldwide and more recently at Groupon (NASDAQ:GRPN) in roles including CMO (APAC) and VP of Marketing (North America).

Jon has extensive mobile, digital and commercial experience having led marketing strategy from start-ups to large multinational corporate organisations. His passion for disruptive narratives combined with a strong understanding of how technology is constantly changing the interaction between people, brands and business have built Jon’s international reputation for marketing strategy leadership.

MR SEAN SMITH MANAGING DIRECTOR AND CHIEF EXECUTIVE OFFICER

Sean Smith has almost two decades of experience growing and leading teams for a range of different sized business' including ASX-list Australian companies, NYSE-listed global businesses and one of Australia’s privately funded start-up success stories.

Most recently as Head of Customer Experience for Woolworth’s Endeavour Drinks Group across its portfolio of liquor brands including Dan Murphy's, Cellarmasters, Langtons, WineMarket and BWS, Sean built customer experience and analytics teams focused on increasing customer retention, value and sustained profitability in a fast paced and crowded market environment.

Sean’s extensive experience in the Australian marketplace includes Head of Marketing for online restaurant booking app, Dimmi, where he successfully launched the consumer proposition focusing on customer acquisition, retention and value growth.

He led brand, communications and data strategy for HotelClub, an online hotel booking site owned by multinational travel business Orbitz Worldwide, where his focus included customer lifecycle strategy, customer experience and owned media commercialisation.

Sean’s experience and expertise includes general management, P&L responsibility, omni-channel retail, customer experience, data strategy, marketing technology and marketing strategy.

This company now rests on their capacity to manage and reconstruct a shell being used by previous people ill equipped to manage and build an ASX listing.

I am making some assumptions. Firstly that the Family Insights app is technically well advanced in its development, secondly that consumer traction is taking place, thirdly they are well advanced in negotiating a commercial deal of some significance that will enable the app to be launched  globally with some clout.

I am then expecting that they have planned a CR that will involve the current "shafted" investors and then put this company into a position where meaningful revenue will be generated  and share holder value improved.

If not they are just like the mob that previously sat in the same chairs smoking cigars.