Last year the research & development, materials, consultants,...

Last year the research & development, materials, consultants, directors fees, salaries, superannuation and consulting costs went up by $1,396,897 making a total of $3,255,522

Current revenue of $7000 for the first 6 months of this year represents around 88 subscriptions.

They need around 40,000 subscriptions pa @ $79 to cover these costs.

The company obviously believes that Family Insights is going to ramp up significantly with the improved technology.

It would seem there are approx 6,000,000 family households in Australia.

Without getting into the detailed breakdown of those families in this figure that would qualify as potential market for the Family Insights app - it would seem that if they can get it right - 40,000 subscriptions is not a lot.

There is the potential for a groundswell of subscriptions if the concept gets traction, particularly with a government support or recommendation attached.

The issue is can it happen?

To this point, there is no suggestion that the app is getting any meaningful traction. The company is banking on the improvements being made to the technology. This has been the continual mantra since its launch in Oct 17.

At some point the app has to deliver paying customers.

Will it ?

They will know from the internal data from existing customers, be it limited. Are they close to getting it right or are they struggling to find the right formula to connect with the consumer. Has the app been far to complicated for practical family application and they now have to unravel the tech to make it simple. The other question is - who making all these decisions and why wasnt more detailed market research made in the first instance.

The decision is who is in charge of the process - because somebody is getting paid a lot of loot to test their ideas without doing the homework.