VIRTUAL KEYNOTE Q&A with Ari Scheer, Head of Issuer Services at Generation IACP "The Bracket"
Summary
Investment Transparency: Ari Scheer emphasizes the need for issuers to achieve transparency by correlating market activity with their shareholder base to better advocate for themselves.
Market Advocacy: The Bracket platform aims to empower issuers by providing quantifiable data that helps them understand market dynamics and investor behavior, enabling them to make informed decisions.
Micro Cap Challenges: Many micro cap and venture cap companies struggle due to a lack of understanding of market mechanics, which The Bracket seeks to address by simplifying complex data for CEOs and CFOs.
Continuous Monitoring: Ari highlights the importance of continuous monitoring of market activities, as opposed to one-off analyses, to maintain a clear understanding of stock movements and investor actions.
Value Proposition: The Bracket provides issuers with insights into investor motivations and trading patterns, helping them identify long-term holders and avoid fast money, ultimately aiding in capital raising efforts.
Comprehensive Support: The platform offers comprehensive support through regular communication and a 24/7 portal, ensuring issuers are informed and can respond to market changes effectively.
Issuer Empowerment: By providing detailed market insights, The Bracket allows issuers to break free from the "merrygoround" of uncertain investor intentions, fostering more strategic capital management.
Transcript
Welcome to the Planet Micro Cap Showcase Toronto in partnership with Micro Cap Club. I'm your host, Robert Craft. Joining me right now for this virtual keynote is Ari. He's the head of issuer services at Generation ACP and the bracket. Ari, thank you for joining me today. How you doing? >> Yeah, good. Thank you very much for for having me. I'm so pleased to be here. This is very exciting and uh looking forward to the uh conference that you guys are putting together next week. It's going to be an amazing time. >> Absolutely. No, we're looking forward to it and thank you again for for uh for sponsoring us and your support. So, um you know, look, we've known each other now for for a little bit, getting to know everything that you got going on at Generation ISP. I wanted to invite you on to really get a full understanding of who who's Arishu, what we got going on here. So you know first question I have for you here is you know what is the bracket and then what is the reason why you created the bracket and let's start there. >> Okay uh great way to start. So uh I've been a trader for 20 years. I know it might not look like it and hopefully it looks like I've been a trader for only 10 but no it has been 20. And uh it was really evident to me that issuers needed help. issuers. Um, in order to succeed, they needed transparency and there was no access for meaningful transparency, meaning correlating market activity to shareholder base and in addition to that understanding communic our communication efforts and marketing efforts and how do you do that in a quantifiable way where uh where you're putting the CEOs and CFOs in a position where they can actually advocate for themselves where they can be in world where they can actually um speak to their IR to their to their IR staff and and focus them and say we need to change this uh and here's and here's the metrics that are going to allow us the opportunity to help move our company. It also allows the IRO's you know the the investor relations and staff of the CEO and CFOs to push back because maybe we don't like the outcomes but the process is actually working. So what does it mean as an issuer to not be married to the price and volume meaning the last tick of your stock on that day but rather the process meaning if we have more better days than we have uh than we have bad days we will succeed and let's help issuers get there through fact-based cases um and really understanding their market so they can help themselves in a way that no banker on the street can do very interesting. So I mean h in your opinion, how will the information that you're providing through the bracket help any issuer? Well, you know, I I I try and just picture a world where, you know, what does it mean to actually advocate for yourself? And I know that sounds a little repet repetitive because I just said that, but when you're able to advocate for yourself, you're now able to take steps in terms of forward movement. Why don't more micro caps or venture caps do better? Why don't more of them succeed? Picture a world once again where you're setting KPIs because you realize, you know what, when people when when my peers come out with news, no one is buying my stock. Why is that? Their news is kind of my news. Their their gain of market share is going to be my gain of market share or their their success doing whatever that is is my is going to be my success as well. And because in the market, everyone all all the investors, all the all those that are looking to put money to work, they're trying to correlate you to the rest of the market and correlate you to your peers. Are you a riskier play? are you a safer play because I want to diversify and how do I put you into that category. So, we want to make sure that we um that that we're explaining ourselves properly and we want to create a world where uh we we are able to actually monitor um our communications and our marketing. The other thing that we want to do is we want to also understand um you know what is like what is happening in our stock when when you're talking about uh people advocating for themselves it is not sufficient to say anymore oh we have shorts in our book oh we have uh you know malicious selling or illegal activity you these are broad terms we cannot just rely on broad terms and because when you want to fight the when you want to fight the fight, you have to have facts and you have to have evidence and you have to be able to provide compliance officers at broker dealers these types these types of factbased emails so they can at least go for it and understand oh you know what there might be a problem here. So we are helping issuers understand the trading in their stocks. We are helping issuers be able to understand if they are creating that correlation and if they're able to make potential investors into actual shareholders. Um what moves them to buy? What moves what does not allow them to buy? We're trying to help issuers to be able to once again advocate for themselves via uh facts and the facts are quantifiable measurements that allows them to know are investors engaging with our stock. Are they paying the higher price or are they just sitting there waiting for the stock to come to them? We want in order for a stock to move, a stock needs to be vibrant. It needs to have um people paying higher as as well as when they sell lower. So let's get to a point where we understand what is doing what for our stock because when we do that CEOs and CFOs are going to be more efficient in how they spend their money more so obviously more cost effective and they're also going to be more effective in understanding what is moving their stock and how to get it to move themselves. So I mean you know this is a you're speaking to a big problem here but you know when when you know I haven't done a demo of the platform so I I I can't speak to you know looking at it or whatever you know but how does is the platform easy for let's because some of these CEOs founder CEOs especially micro caps you know they've never been CEO of a public company you know they they don't know about you know they don't they they don't know about trading or trading mechanics anything like that you know, so I I fear maybe for some of them they might open the plat you you know, you provide all this stuff and they're just kind of like I what am I even looking at, you know? So I mean so how easy is it for for folks to really digest um what it is they're even looking at when maybe they sign up with the bracket or you know do any sort of services like this. >> Robert, honestly that's an excellent question and the reason why is because that is a problem. That's a it's a huge problem because CEOs and CFOs especially of micro cap and venture cap companies uh and even small cap companies for that matter you know they they don't have the time to be told what's going on and then have to do their own research and do their own digging. So we've come to the conclusion that if we're actually going to help in the way that we preach then we need to do all the work for the issuer have no time to do any of the research. they only want to make decisions. So our um our team, our traders, they come in every day. They when they when they understand what's happening in the stock, they're able to communicate that to our head of communication who then um allows the issuer to know via email or call depending on how urgent of a matter it is because the traders are going to be relaying the context behind that of what's going on. Because if the if there's nothing urgent then the CEO who or the IR person or whoever it is who has 50 things to do today, they don't need a 51st and a 52nd. So you need to provide the context that this is important or it's not important. And then after we provide that context, we're also allowing the issuer to know what are the um avenues available to them in order to fix the problem. And we will handhold the issuer through the whole way. So very very quickly and let me just quickly say that we communicate via email to the issuer on a regular basis letting them know not just about the uh the broker that's trading but we break it down to the individual when possible which is more times than not just so that is said out loud. Uh second um we will follow up to ensure that when we break things down that we are correct and we will make sure that the issuer is aware. Um, we also have uh a portal that whether you are in Europe, whether you are basically just let's just say in a different time zone uh or maybe it's 10 o'clock at night and you you're interested to see what happened in your market and over a glass of wine. Well, you have the portal that's 247 available for you that breaks everything down and then you can correlate that to the email that we or the conversation that we have with you on the phone. And last and definitely not least is a conversation with me that we have either once every two weeks, once a month, once a quarter based on the cadence that of your availability. And and those conversations allow us not just to talk about your market, but we also talk about the bigger picture in terms of what are all your peers doing. We we deal with so many companies. we can now take the issuer out of their bubble and understand what's happening in the greater market and understand what other companies are doing that they never even thought of. >> You know, man, I have a couple different rabbit holes I want to go down, but I'll leave with this one because I would imagine there's some CEOs out there that might be like, "All right, this is this is interesting, but like I really don't need you. I mean, I don't know how you're doing the subscript your services and how what the model is, but let's assume it's an annual model, right? Subscription." Sure. >> Okay. >> Correct. So, let's say you talk to a CEO who's like, you know, I don't really need it for the whole year. You know, I, you know, there might be times when I have this big piece of news coming out or like maybe they're not saying this to you, but you know, we have a quarter coming up. you know, we maybe like a one-off, you know, cuz I feel like that seems like in thinking of some of my conversations with with Micro Cap CEOs, sure, there's definitely times where they're like, "Man, I just, you know, I just came out with some really great news, but man, no, no one seems to be interested or it's just falling deaf ears, you know, that I'm curious as to why, you know, but then there might be times where there, you know, it might be that whole year nothing and then they're like, "All right, this is some news coming." like I'm curious how the market will respond. I'd love to have a report to see like what happened as a result or maybe they didn't do anything and something just happened. They're like, "Hey, all right, this was a crazy day." Like, can you just check out for just what happened here? You know, oneoff stuff, you know, because I I would assume that happens way more often in Minecraft than being like, "All right, the full but like what if nothing happens this year that's like I really need to, you know, use you." I'm just curious if you've thought of that. Well, I hate to say on this call that I've never thought about it. >> For sure. For sure. I mean, I'm just I'm just thinking like the mechanics from like just millions of conversation with these CEOs on like, you know, whether they should care about even looking at the stock or trading volume, trading activity. And you know, there's quite a few investors out there that will tell a lot of CEOs be like, "Dude, just go run your business." Like the market will take care of itself. Like just go run the business. It's like you don't, you know, so how do you balance that when you have maybe some, you know, strong hand long-term shareholders that are telling CEOs like, "Dude, just run the business. Don't don't worry about all all this stuff." >> No, agreed. And, you know, I would have I think, you know, that my my first instinct while you're asking the question was to for me just to ask, you know, to ask you a question. Well, on what date does it happen? You know, is it happening in November 12th? Is it going to happen in December? like we don't know the dates of which things are going to happen in our stock. So you know how you know so just to say we know well when something happens we're going to call us. Well you know let's just remember and it's an excellent question Robert you know so if I you know I'm being a little sarcastic but at the same time you know it is a it is a serious question and I'm taking it as such you know like one needs just realize that everything is intertwined in life as and in business. So, let's just, you know, let's just quickly in one minute's time here, like go over an example where, okay, so we put out a press release and we're and we're going to tie that press release with um with some type of marketing efforts. And let's just say that the marketing effort was I'm going to be on CNBC. Uh and and I'm not getting paid by CNBC to mention their name, but you know, let's just put it out there. They're on a television show uh for a business show. So, okay. So, let's talk about what that day might look like. A day might look like that where there's a where there's some buying coming in at the beginning of the morning and then when the CEO comes in uh to discuss the business itself, it creates a lot of buying, but yet the stock flattens and the stock and the chart never really goes up. The market never goes up and it just and then the stock just puts on for the rest of the day and at the end of the day the stock sold off and it went down. Okay. So that's kind of like a typical day where so now you know from a corporate culture one would say well this is a perfect time for the I told you so to come into the picture and say Robert I told you going on CNBC like that's like $15,000 you didn't need to spend you know or however much uh something like that cost. Um you know that that's not something that we needed to do. It was a waste of time. You could have put that money into research or whatever it is, other types of marketing. But maybe there was but maybe there's a reason why the stock didn't go up. Maybe, you know, maybe the the CEO was not speaking on point. Sure, that's a possibility. But maybe there was someone just with a selling it at a certain price level and just not letting the stock go up. Oh, well, wouldn't that be good to know versus is it the is it the CEO not speaking on point or is no one interested in uh you know the cure for whatever um is you know all the multiple excuse all the multiple reasons we can give right now let's say we give five or six fine >> and then and then the stock went down at the end of the day was that because people reconsidered what he was saying and they thought deeply about it so they decided to sell down to my point my point is is that a we need to know So that you know what when we actually look at all the information on that day of marketing and that press release people were paying the higher price. People did like what they had to say but it just wasn't showing up in the stock. Why wasn't it showing up into the stock? Because someone was selling. Now who was the seller? Once again that's something that we look into. And but there's a but and here's the the last little tip that I need to say about it. Well, there's a possibility that the seller who accumulated shares a year and a half ago then switched brokers and that broker went over here and then and then maybe they didn't like that broker and then they switch their money over there. The point being is that we'll never the second people start switching brokers or or or they just or the broker itself switches a a different house, the trail gets lost and it's hard to say who's selling, how much do they have? Um and and are they still going to be selling tomorrow, the next day, the day after that? In terms of what you're asking is that so the original question being can we just do, you know, would it be just as good if we did a one-off? Well, if we're not following the trail of cookie crumbs every single day, it gets lost. So, that's why we need the full, you know, the full time period because when the issuer when the issuer has problems and the issuer needs answers, the last thing you want to hear from me now is, "Yeah, we'll get the answer, but it'll probably take about a month and a half for us to figure it out." So I mean what what what are IR professionals andor CEOs doing besides nothing um that you saw really an opportunity here of like all right you know they clearly need to you know show what's going on you know especially on the IR side I could easily see them just being like here look like you know based on the data that we compiled from the we did this this and this and here's you know how stock trade, all that kind of stuff. You know, I mean, it what's been going on right now that you know, I'm sure you had have a couple customers already. Like, what what what for them was the main value prop? >> Well, we definitely have a couple of customers for sure. >> I assume so. I didn't mean for that to sound like that. You know what I'm saying? >> Um, multiplied by many, but that that being said, Robert, and you know, Yeah. And the um when it comes to issuers and the CEO, CFOs and you know my experience is is that a a lot of the time you know management of companies are usually just a really good people and they're you know and they're trying to build they're trying to if because if if they succeed they create jobs. If they succeed, they create wealth for investors. And there's a lot of good things that come and and they become and they're innovative and the world becomes a better place if they're able to succeed and the idea sticks. issuers when they're trying to when they're trying to succeed, they're initially, especially in the early days, they're on this merrygoround on a merrygoround where everyone is high-fiving and everyone loves you and they're in your deal and they and they love what you're doing and and they want to participate on every financing. The point that I'm trying to get to is that one of the problems that we found with issuers and and management is that it's very hard for them to ascertain who is really part of the team and who is not. Uh you know because when you speak to anybody that you know they're never selling. And you know we always say that everyone has the right to sell. But we also realize that it's kind of a a bad word in our industry because that means you don't believe in me anymore or you feel like I'm not going to be doing any better for you. So, you know, people go out of their way to try and sell stock in various means. Point B is we want issuers to get off that merrygoround. The next time I if you complete a financing now, let's understand who was the fast money, who shorted into your deal and never owned shares whatsoever. Let's understand who is a long-term holder because you are going to have to raise capital again. And if you want to get off the merrygoround, you need to ensure that you keep on understanding um the motivation behind various investors and who you do not want participating in the deal, assuming you have the wherewithal to say no. >> Ari, I got to say, I think that's actually a perfect place to end it. I mean, that's you just hit the nail on the head in terms of the value prop right there. So, you know, with that. Where can our audience go and find more information on the bracket and generation IAP? >> Yeah. Um, you can definitely you can definitely email me at ace shear as sgenerationp.com. I am going to be at the amazing planet microap conference uh on uh on next week. So, I'm going to have a booth and I'm much better looking in person. So, you please come visit me. And uh and and additionally our website uh bracket.com and please uh you know please check us out and you know come visit me at the at the conference and once again Robert thank you so much uh you guys do an amazing job uh your attention to detail with everything and even uh this this thing is amazing. I was so happy to be able to uh participate. >> Absolutely. Thank you, Ari again. Really do appreciate it. Good luck. Stay safe and I'll I'll see you in a week. >> Thank you very much. >> Thank you.
VIRTUAL KEYNOTE Q&A with Ari Scheer, Head of Issuer Services at Generation IACP "The Bracket"
Summary
Transcript
Welcome to the Planet Micro Cap Showcase Toronto in partnership with Micro Cap Club. I'm your host, Robert Craft. Joining me right now for this virtual keynote is Ari. He's the head of issuer services at Generation ACP and the bracket. Ari, thank you for joining me today. How you doing? >> Yeah, good. Thank you very much for for having me. I'm so pleased to be here. This is very exciting and uh looking forward to the uh conference that you guys are putting together next week. It's going to be an amazing time. >> Absolutely. No, we're looking forward to it and thank you again for for uh for sponsoring us and your support. So, um you know, look, we've known each other now for for a little bit, getting to know everything that you got going on at Generation ISP. I wanted to invite you on to really get a full understanding of who who's Arishu, what we got going on here. So you know first question I have for you here is you know what is the bracket and then what is the reason why you created the bracket and let's start there. >> Okay uh great way to start. So uh I've been a trader for 20 years. I know it might not look like it and hopefully it looks like I've been a trader for only 10 but no it has been 20. And uh it was really evident to me that issuers needed help. issuers. Um, in order to succeed, they needed transparency and there was no access for meaningful transparency, meaning correlating market activity to shareholder base and in addition to that understanding communic our communication efforts and marketing efforts and how do you do that in a quantifiable way where uh where you're putting the CEOs and CFOs in a position where they can actually advocate for themselves where they can be in world where they can actually um speak to their IR to their to their IR staff and and focus them and say we need to change this uh and here's and here's the metrics that are going to allow us the opportunity to help move our company. It also allows the IRO's you know the the investor relations and staff of the CEO and CFOs to push back because maybe we don't like the outcomes but the process is actually working. So what does it mean as an issuer to not be married to the price and volume meaning the last tick of your stock on that day but rather the process meaning if we have more better days than we have uh than we have bad days we will succeed and let's help issuers get there through fact-based cases um and really understanding their market so they can help themselves in a way that no banker on the street can do very interesting. So I mean h in your opinion, how will the information that you're providing through the bracket help any issuer? Well, you know, I I I try and just picture a world where, you know, what does it mean to actually advocate for yourself? And I know that sounds a little repet repetitive because I just said that, but when you're able to advocate for yourself, you're now able to take steps in terms of forward movement. Why don't more micro caps or venture caps do better? Why don't more of them succeed? Picture a world once again where you're setting KPIs because you realize, you know what, when people when when my peers come out with news, no one is buying my stock. Why is that? Their news is kind of my news. Their their gain of market share is going to be my gain of market share or their their success doing whatever that is is my is going to be my success as well. And because in the market, everyone all all the investors, all the all those that are looking to put money to work, they're trying to correlate you to the rest of the market and correlate you to your peers. Are you a riskier play? are you a safer play because I want to diversify and how do I put you into that category. So, we want to make sure that we um that that we're explaining ourselves properly and we want to create a world where uh we we are able to actually monitor um our communications and our marketing. The other thing that we want to do is we want to also understand um you know what is like what is happening in our stock when when you're talking about uh people advocating for themselves it is not sufficient to say anymore oh we have shorts in our book oh we have uh you know malicious selling or illegal activity you these are broad terms we cannot just rely on broad terms and because when you want to fight the when you want to fight the fight, you have to have facts and you have to have evidence and you have to be able to provide compliance officers at broker dealers these types these types of factbased emails so they can at least go for it and understand oh you know what there might be a problem here. So we are helping issuers understand the trading in their stocks. We are helping issuers be able to understand if they are creating that correlation and if they're able to make potential investors into actual shareholders. Um what moves them to buy? What moves what does not allow them to buy? We're trying to help issuers to be able to once again advocate for themselves via uh facts and the facts are quantifiable measurements that allows them to know are investors engaging with our stock. Are they paying the higher price or are they just sitting there waiting for the stock to come to them? We want in order for a stock to move, a stock needs to be vibrant. It needs to have um people paying higher as as well as when they sell lower. So let's get to a point where we understand what is doing what for our stock because when we do that CEOs and CFOs are going to be more efficient in how they spend their money more so obviously more cost effective and they're also going to be more effective in understanding what is moving their stock and how to get it to move themselves. So I mean you know this is a you're speaking to a big problem here but you know when when you know I haven't done a demo of the platform so I I I can't speak to you know looking at it or whatever you know but how does is the platform easy for let's because some of these CEOs founder CEOs especially micro caps you know they've never been CEO of a public company you know they they don't know about you know they don't they they don't know about trading or trading mechanics anything like that you know, so I I fear maybe for some of them they might open the plat you you know, you provide all this stuff and they're just kind of like I what am I even looking at, you know? So I mean so how easy is it for for folks to really digest um what it is they're even looking at when maybe they sign up with the bracket or you know do any sort of services like this. >> Robert, honestly that's an excellent question and the reason why is because that is a problem. That's a it's a huge problem because CEOs and CFOs especially of micro cap and venture cap companies uh and even small cap companies for that matter you know they they don't have the time to be told what's going on and then have to do their own research and do their own digging. So we've come to the conclusion that if we're actually going to help in the way that we preach then we need to do all the work for the issuer have no time to do any of the research. they only want to make decisions. So our um our team, our traders, they come in every day. They when they when they understand what's happening in the stock, they're able to communicate that to our head of communication who then um allows the issuer to know via email or call depending on how urgent of a matter it is because the traders are going to be relaying the context behind that of what's going on. Because if the if there's nothing urgent then the CEO who or the IR person or whoever it is who has 50 things to do today, they don't need a 51st and a 52nd. So you need to provide the context that this is important or it's not important. And then after we provide that context, we're also allowing the issuer to know what are the um avenues available to them in order to fix the problem. And we will handhold the issuer through the whole way. So very very quickly and let me just quickly say that we communicate via email to the issuer on a regular basis letting them know not just about the uh the broker that's trading but we break it down to the individual when possible which is more times than not just so that is said out loud. Uh second um we will follow up to ensure that when we break things down that we are correct and we will make sure that the issuer is aware. Um, we also have uh a portal that whether you are in Europe, whether you are basically just let's just say in a different time zone uh or maybe it's 10 o'clock at night and you you're interested to see what happened in your market and over a glass of wine. Well, you have the portal that's 247 available for you that breaks everything down and then you can correlate that to the email that we or the conversation that we have with you on the phone. And last and definitely not least is a conversation with me that we have either once every two weeks, once a month, once a quarter based on the cadence that of your availability. And and those conversations allow us not just to talk about your market, but we also talk about the bigger picture in terms of what are all your peers doing. We we deal with so many companies. we can now take the issuer out of their bubble and understand what's happening in the greater market and understand what other companies are doing that they never even thought of. >> You know, man, I have a couple different rabbit holes I want to go down, but I'll leave with this one because I would imagine there's some CEOs out there that might be like, "All right, this is this is interesting, but like I really don't need you. I mean, I don't know how you're doing the subscript your services and how what the model is, but let's assume it's an annual model, right? Subscription." Sure. >> Okay. >> Correct. So, let's say you talk to a CEO who's like, you know, I don't really need it for the whole year. You know, I, you know, there might be times when I have this big piece of news coming out or like maybe they're not saying this to you, but you know, we have a quarter coming up. you know, we maybe like a one-off, you know, cuz I feel like that seems like in thinking of some of my conversations with with Micro Cap CEOs, sure, there's definitely times where they're like, "Man, I just, you know, I just came out with some really great news, but man, no, no one seems to be interested or it's just falling deaf ears, you know, that I'm curious as to why, you know, but then there might be times where there, you know, it might be that whole year nothing and then they're like, "All right, this is some news coming." like I'm curious how the market will respond. I'd love to have a report to see like what happened as a result or maybe they didn't do anything and something just happened. They're like, "Hey, all right, this was a crazy day." Like, can you just check out for just what happened here? You know, oneoff stuff, you know, because I I would assume that happens way more often in Minecraft than being like, "All right, the full but like what if nothing happens this year that's like I really need to, you know, use you." I'm just curious if you've thought of that. Well, I hate to say on this call that I've never thought about it. >> For sure. For sure. I mean, I'm just I'm just thinking like the mechanics from like just millions of conversation with these CEOs on like, you know, whether they should care about even looking at the stock or trading volume, trading activity. And you know, there's quite a few investors out there that will tell a lot of CEOs be like, "Dude, just go run your business." Like the market will take care of itself. Like just go run the business. It's like you don't, you know, so how do you balance that when you have maybe some, you know, strong hand long-term shareholders that are telling CEOs like, "Dude, just run the business. Don't don't worry about all all this stuff." >> No, agreed. And, you know, I would have I think, you know, that my my first instinct while you're asking the question was to for me just to ask, you know, to ask you a question. Well, on what date does it happen? You know, is it happening in November 12th? Is it going to happen in December? like we don't know the dates of which things are going to happen in our stock. So you know how you know so just to say we know well when something happens we're going to call us. Well you know let's just remember and it's an excellent question Robert you know so if I you know I'm being a little sarcastic but at the same time you know it is a it is a serious question and I'm taking it as such you know like one needs just realize that everything is intertwined in life as and in business. So, let's just, you know, let's just quickly in one minute's time here, like go over an example where, okay, so we put out a press release and we're and we're going to tie that press release with um with some type of marketing efforts. And let's just say that the marketing effort was I'm going to be on CNBC. Uh and and I'm not getting paid by CNBC to mention their name, but you know, let's just put it out there. They're on a television show uh for a business show. So, okay. So, let's talk about what that day might look like. A day might look like that where there's a where there's some buying coming in at the beginning of the morning and then when the CEO comes in uh to discuss the business itself, it creates a lot of buying, but yet the stock flattens and the stock and the chart never really goes up. The market never goes up and it just and then the stock just puts on for the rest of the day and at the end of the day the stock sold off and it went down. Okay. So that's kind of like a typical day where so now you know from a corporate culture one would say well this is a perfect time for the I told you so to come into the picture and say Robert I told you going on CNBC like that's like $15,000 you didn't need to spend you know or however much uh something like that cost. Um you know that that's not something that we needed to do. It was a waste of time. You could have put that money into research or whatever it is, other types of marketing. But maybe there was but maybe there's a reason why the stock didn't go up. Maybe, you know, maybe the the CEO was not speaking on point. Sure, that's a possibility. But maybe there was someone just with a selling it at a certain price level and just not letting the stock go up. Oh, well, wouldn't that be good to know versus is it the is it the CEO not speaking on point or is no one interested in uh you know the cure for whatever um is you know all the multiple excuse all the multiple reasons we can give right now let's say we give five or six fine >> and then and then the stock went down at the end of the day was that because people reconsidered what he was saying and they thought deeply about it so they decided to sell down to my point my point is is that a we need to know So that you know what when we actually look at all the information on that day of marketing and that press release people were paying the higher price. People did like what they had to say but it just wasn't showing up in the stock. Why wasn't it showing up into the stock? Because someone was selling. Now who was the seller? Once again that's something that we look into. And but there's a but and here's the the last little tip that I need to say about it. Well, there's a possibility that the seller who accumulated shares a year and a half ago then switched brokers and that broker went over here and then and then maybe they didn't like that broker and then they switch their money over there. The point being is that we'll never the second people start switching brokers or or or they just or the broker itself switches a a different house, the trail gets lost and it's hard to say who's selling, how much do they have? Um and and are they still going to be selling tomorrow, the next day, the day after that? In terms of what you're asking is that so the original question being can we just do, you know, would it be just as good if we did a one-off? Well, if we're not following the trail of cookie crumbs every single day, it gets lost. So, that's why we need the full, you know, the full time period because when the issuer when the issuer has problems and the issuer needs answers, the last thing you want to hear from me now is, "Yeah, we'll get the answer, but it'll probably take about a month and a half for us to figure it out." So I mean what what what are IR professionals andor CEOs doing besides nothing um that you saw really an opportunity here of like all right you know they clearly need to you know show what's going on you know especially on the IR side I could easily see them just being like here look like you know based on the data that we compiled from the we did this this and this and here's you know how stock trade, all that kind of stuff. You know, I mean, it what's been going on right now that you know, I'm sure you had have a couple customers already. Like, what what what for them was the main value prop? >> Well, we definitely have a couple of customers for sure. >> I assume so. I didn't mean for that to sound like that. You know what I'm saying? >> Um, multiplied by many, but that that being said, Robert, and you know, Yeah. And the um when it comes to issuers and the CEO, CFOs and you know my experience is is that a a lot of the time you know management of companies are usually just a really good people and they're you know and they're trying to build they're trying to if because if if they succeed they create jobs. If they succeed, they create wealth for investors. And there's a lot of good things that come and and they become and they're innovative and the world becomes a better place if they're able to succeed and the idea sticks. issuers when they're trying to when they're trying to succeed, they're initially, especially in the early days, they're on this merrygoround on a merrygoround where everyone is high-fiving and everyone loves you and they're in your deal and they and they love what you're doing and and they want to participate on every financing. The point that I'm trying to get to is that one of the problems that we found with issuers and and management is that it's very hard for them to ascertain who is really part of the team and who is not. Uh you know because when you speak to anybody that you know they're never selling. And you know we always say that everyone has the right to sell. But we also realize that it's kind of a a bad word in our industry because that means you don't believe in me anymore or you feel like I'm not going to be doing any better for you. So, you know, people go out of their way to try and sell stock in various means. Point B is we want issuers to get off that merrygoround. The next time I if you complete a financing now, let's understand who was the fast money, who shorted into your deal and never owned shares whatsoever. Let's understand who is a long-term holder because you are going to have to raise capital again. And if you want to get off the merrygoround, you need to ensure that you keep on understanding um the motivation behind various investors and who you do not want participating in the deal, assuming you have the wherewithal to say no. >> Ari, I got to say, I think that's actually a perfect place to end it. I mean, that's you just hit the nail on the head in terms of the value prop right there. So, you know, with that. Where can our audience go and find more information on the bracket and generation IAP? >> Yeah. Um, you can definitely you can definitely email me at ace shear as sgenerationp.com. I am going to be at the amazing planet microap conference uh on uh on next week. So, I'm going to have a booth and I'm much better looking in person. So, you please come visit me. And uh and and additionally our website uh bracket.com and please uh you know please check us out and you know come visit me at the at the conference and once again Robert thank you so much uh you guys do an amazing job uh your attention to detail with everything and even uh this this thing is amazing. I was so happy to be able to uh participate. >> Absolutely. Thank you, Ari again. Really do appreciate it. Good luck. Stay safe and I'll I'll see you in a week. >> Thank you very much. >> Thank you.