Ekh
Elio Addict
It's possible they may have to build some stuff they'd figured on outsourcing, which is why production tooling has tripled. Their advertising budget to date has been peanuts, and at $12,000,000 it's still small relative to the size of the venture and spread over two years.A very interesting increase in production tooling, a major factor in the newly revised up cost, and advertising also nearly doubles though not nearly as large an overall chunk of expenditure. Thoughts on what would lead to such an increase in estimating production tooling?
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But it still looks as if they got some fundamental calculation very, very wrong.
What is not clear to me is the timing on all this money, and whether these numbers are total project budget, or money still to be raised. It makes a huge difference, and I wish EM would clear this up once and for all. It could be done in one sentence: As of this date (00/00/2016), we have raised $X. To launch the product, we still need $Y." Just think of the big thermometers people like Red Cross used to erect to measure progress to a fundraising goal. Something like that would help, too.
There have been so many numbers bandied about by Elio in the course of their fundraising that this sort of clarification is really needed. Confused investors are not eager investors.