The Q1 2018 Upload will be slightly delayed.  Therefore, a few general comments for shareholders is in order, in the interim.

Winning Brands is still on a recovery trend, however the pace and scope of the recovery is hampered by the lack of capital.  Winning Brands prefers to enter into a private placement royalty pool arrangement, rather than an equity issuance, in order to avert dilution and a reverse split.  With the avoidance of a reverse split being given higher priority than anything else, the pace of the recovery is affected.

Despite this constraint, the first official Innovators Community joint venture announced in February, DAZZ, has generated a number of excellent leads.  A foundation is being laid now for the product to be in stores this year. We have early stage discussion underway with a respected environmental organization for a joint marketing program. We are making packaging adjustments to address certain requests made by retailers for launch purposes.

The 2018 Q1 report, when issued, will speak for itself and will provide more details about forward-moving initiatives.  The purpose of this note is to say that our recent quiet period  in social media does not mean that background preparations are not still occurring.  We on this end are terrifically enthused by the interest and potential of DAZZ to supplement our cleaning product sales in future.   The food innovation joint venture is also still very much alive.  We have been organizing a refinancing of that entity by means of an alliance between them and an OTC entity in the food sector with excellent liquidity, so that their production plant can deliver new brand iterations, of which some will be sold through Winning Brands.  This method eliminates the need for Winning Brands shareholders to experience dilution, yet still delivers JV muscle to our recovery later this year.
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I am truly grateful for the thoughtful messages of interest from a number of Winning Brands shareholders.

Respectfully,

Eric Lehner, CEO

Shareholders will be glad to hear that the company is taking a fresh approach to the current round of financing negotiations.

The present intention is to complete a non-dilutional, non-convertible $100,000 initial “proof of concept” tranche of debt to be repaid by royalty, from an expanding pool.  If this is implemented, it means that we will gain use of these funds on a basis that does not require fixed monthly amortization, but rather is retired in accordance with sales growth.  Furthermore, the royalty would be self-liquidating, not perpetual.  A feature of this plan under negotiation is that additional funds can be added to the pool without an increase in the royalty rate, so that the company can retain its viability.   These arrangements are not yet finalized, however they are emerging as a distinct possibility.  I therefore share this with you so that you are not guessing as to what solution we have in mind.

The goal will be to implement this in the short term as a bridge financing approach prior to the company being better situated for direct equity subscription.
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The significance for our shareholders is that this demonstrates that the company has access to organically interested backers, and that together we are seeking alternative financing methods that align the interests of stakeholders harmoniously, rather than creating conflicts of interest.

I will admit that this is difficult.  Just ask anyone working on a Rubik’s cube.  It’s easy only after you have the solution. There is a solution for most challenges in life if sufficient goodwill, intelligence and determination are applied.

From time to time shareholders will ask about the likelihood and timing of a reverse split.

The straight answer is that it is not really a question of “if” but rather of “when”.  What I want to avoid is a consolidated share price falling to pre-split levels again.  I have therefore exercised caution and discipline and have not yet taken such a step.  This is because it matters what happens after the split.

A post-split return to current price-per-share would happen if the company does not have new and substantial reasons for bottom line success, i.e. profitable new business activity that is either realized or foreseeable in practical terms.  Furthermore, such new business activity has to have a major upside, i.e. activity or deals that will make a profound positive impact on Winning Brands.   A second potential cause of a post-split share price returning to current levels would be if the company uses share issuance cash to merely pay overhead expenses, rather than using new funds mostly for new project purposes and building-up the company’s fundamental value; its real value based on what it has, what it is doing and its capacity to generate cash.

Those are the real facts of life that need to be stated plainly.

Therefore, the logical time to have a reverse split is when the company’s operational advancement justifies a higher valuation, objectively, in connection with verifiable major developments of a positive nature, that are substantial enough to make Winning Brands worth more after the reverse split than it was pre-split.

I know that the price of our stock could have increased over the past few months if I had declared that there will be “no reverse split”.  But that is not realistic and is even an insult to the intelligence of the many traders who are watching Winning Brands presently.  They need to be able to trust what I say.  That’s why this straight answer is important.  Anyone making an investment decision regarding Winning Brands should assume that there will be a time, sooner of later, when a share consolidation is necessary and desirable.  But they can also have confidence that it will take place in connection with developments that make Winning Brands much more valuable, inherently, and thus make Winning Brands stock price sustainable (and liquid) at new higher levels.

There are criticisms that could be made of how long it has taken for Winning Brands to reach its potential, but it is obvious and proven that Winning Brands is a legitimate enterprise, managed with proper motivation, with real products and terrific customer relationships.  In other words, the company has a good character and can be relied upon in matters of integrity.  What has been missing is the excitement and business action that public shareholders need to see in order to justify a solid, active stock,  whose price has the potential to reach and sustain increasing values.
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Winning Brands’ Innovators Community is a giant of a concept, that is going to deliver operational activity soon.  www.InnovatorsCommunity.com  It has been carefully vetted by some very smart professionals who recognize its originality and its role in solving a real problem for inventors who fall between the cracks of the Shark Tanks of the world and conventional crowd-funding.  Innovators Community meets a need that is widespread and extremely valuable.  I know because inventors have been reaching out to me with a keen desire to become part of Innovators Community.  We have a waiting list of projects to commercialize through an adaptive network of experts.

In addition to this, our PINK Current Information tier is back.  Our operating losses have continued to decline year-over-year and our original core environmental cleaning products business is making a comeback.  There are now many positive factors at work for Winning Brands, possibly more than ever.

Investors have their own personal appetite for risk, and you place priority on differing aspects of a company’s circumstances.  I am proud and enthusiastic about our turnaround momentum and the good things that are coming.  Investors have a variety of ways in which to participate and positively influence the company’s success. Winning Brands thanks all interested parties for their contribution to this success, in their own way.  I am always glad to hear from you with questions, comments and suggestions.

In the meantime, I will keep building the business operationally and look forward to being able to make the announcements about substantial developments that will give us a steep growth curve and put us on our way to being a significant company, that will be widely known, and respected.

Eric Lehner, CEO
Eric@WinningBrands.ca

Shareholder Question:

“…So WNBD gets the financing to help other startups? Is this Government financing or private? I read it can be up to 20 million. Is it an equity based financing?Do u expect to get that much or 1.5 million. What is  the amount you receive based on? I’m trying to get a better understanding…Thanks”

Answer:

In the past, any funding raised by Winning Brands could only be applied to its existing (foundational) product line, i.e. cleaning solutions.

Now, because of our launch of the  Innovators Community recruitment portal, www.InnovatorsCommunity.com, Winning Brands can select intriguing projects that are being presented to us for consideration by their innovators. Their hope is that Winning Brands will provide some of its resources and experience in return for sharing in the future launch revenue of those projects.

What Winning Brands will receive in return is a multiple of what we provide.  Winning Brands will hold a portfolio of these project revenue entitlements.  Winning Brands will not seek ownership of those innovations (unlike conventional venture capital), but rather be paid out by receiving a percentage of “top line” sales of those ventures.  Because our entitlement will be self-liquidating ( ie. eventually paid out/retired) this is far more appealing to inventors.  That is why we have a waiting list.

This is also much better for the innovators than a “loan”, because the repayment is tied to sales, thus avoiding potentially fatal default situations.

There are many subject matter experts whose expertise in various technologies and launch processes are able to help us vet opportunities and even help plan and execute some of the launches.

The amount of our multiple gain depends upon the circumstances of the projects, their readiness to market, the risk, the speed with which the return is likely to be realized, and more.
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The bottom line is that the Innovators Community platform will give Winning Brands shareholders access to revenue from a far greater range of cool projects than any single company could ever generate.  There will always be a larger number of applicants than we could ever proceed with.  Consider Shark Tank for example.  The number of projects that they can feature in a broadcast season is limited by available air time for the core program.  That is a small number compared to the tens of thousands of applications that they receive per year.

Innovators Community is an original way to give public shareholders a stake in the growth of smart new product launches, spreading the risk across diverse opportunities, leveraging expertise from various fields as required. This model is truly appreciated by innovators.  This is not merely “crowd funding” or any other existing version of innovation funding.  It is a new hybrid approach that will be fine-tuned to address the appropriate regulatory and operational issues.  It is a breakthrough in combining the power of the public capital market and the power of innovation.   Innovators suffer a HUGE unmet need for launch assistance.

Regulation A+ is only one mechanism by which Winning Brands can obtain the capital appropriate to its needs for the innovation portfolio, as it evolves.  Regulation A+ permits up to $20 Million per year on a Tier I basis.  The amount that we will accept will depend upon our portfolio at that stage.

As to the concept of Innovators Community in general, any skeptic can easily come up with supposed “problems” with this idea. We can do this for anything in the world.  Even great ideas that are now in operation in the world are filled with potential problems.  More important is the fact that Winning Brands has spent nearly 2 years vetting the Innovators Community structure through bright professionals in law, accounting, securities, product marketing, etc.  It gets consistently good grades for originality, plausibility and potential to make a positive difference in the world if it is implemented well in coming years.

Our recent Exploratory Discussion Agreement with Securter, Inc. reveals only one of our candidates.  It was at a stage where the project candidate was ready/willing to announce our exploration publicly.  Others will too, in due course.

Links to innovation oriented people and organizations:  http://innovatorscommunity.com/?page_id=3556