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SHH Sonomax Technologies

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Share Name Share Symbol Market Type
Sonomax Technologies TSXV:SHH TSX Venture Common Stock
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Summary of Sonomax's First Monthly Conference Call

28/05/2008 1:00pm

Marketwired


Sonomax Technologies (TSXV:SHH)
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MONTREAL, QUEBEC is pleased to provide a summary of the first monthly status update conference call which was held on May 21, 2008.

Highlights

- Sonomax is moving its business model to a POS (Point of Sale - sales made by licensees/distributors directly to end users/customers) driven system as opposed to POP (Point of Purchase - sales made by Sonomax to Licensees/Distributors). The business model will become a demand pull system as opposed to push. The result will be an optimized supply chain that will set and manage the inventory level in the channel (network of all licensees/distributors selling Sonomax products) at a target inventory level. Therefore production levels will be set such that the finished goods inventory provide licensees required quantities within established lead times taking into consideration the licensees current inventory position and forecast data. As inventory is reduced in the sales channel to the target levels and better customer planning and collaboration is established between Sonomax and the sales channel, Sonomax's quarterly sales forecasting for Hearing Protection will improve dramatically, we will be able to improve our manufacturing planning and the licensees will be able to free up operating cash flow to invest in more sales staff and product promotion.

- Due to the change from POP to POS the first half of the year will have a reduced level of sales. The channel inventory correction will be well advanced by the end of Q2-08. Significant progress has already been made. By the end of Q1-08 the channel inventory was reduced by well over half and it is estimated that another 30% reduction will be achieved by the end of Q2-08. From an accounting perspective Sonomax will continue to recognize revenues using POP data.

- All licensees will be providing end user/customer data on a regular basis. This will allow Sonomax to build a sales funnel (Tool used to manage the sales process. Leads enter the sales funnel, become opportunities, then qualified opportunities, leading to design wins and then finally exit the funnel as a production win). Based on information received, the sales cycle (time period from lead to production win) is approximately 12 to 18 months.

- The Inside sales team is being built to ensure that opportunities are properly qualified and the sales cycle is reduced as much as possible. All this information will help Sonomax in establishing whether or not there are enough distributors/licensees in a given territory and measure each distributor's effectiveness in selling product to end-users.

- VitaSound subsidiary has been sold. This will allow Sonomax to focus on its core competency the instant-fit custom expansion earpiece technology. Sonomax will work with Vitasound to support them in their pursuit of the hearing aid market. Progress by Vitasound has already been made with the largest pharmacy chains in the United States.

- MSA have obtained final CA certification for the HPD products and are now ready to officially launch the Sonomax products in Brazil, Argentina, Peru and Chile this summer. We are confident that MSA will do an excellent job in representing Sonomax in this geography.

- Sonomax Management has decreased overall operating costs to reduce the cash burn by approximately 40%.

- Discussions with major retailers pertaining to the Soundcage MP3 earphones are currently taking place. Further news to be provided as the selection process is completed.

- Areas of margin leakage such as RMAs, free samples, over shipment, etc. have been improved.

- Material and production costs continue to be reduced by outsourcing. This trend will continue and improvements are expected.

Overall Potential

- HPD Sales - (Hearing Protection Devices) - this product is predominantly targeted into the industrial sector. It is approximated that the TAM (Total Available Market - potential sales volume) is in excess of $150 M (US) worldwide. The STAM (Sonomax Total Available Market) in the HPD space has a target of greater than 15% of this amount.

- Validation Software - Sonomax enjoys the position of having the only objective validation testing software in the world. As legislation continues to progress and companies take a more aggressive position in the hearing conservation area, the sales will accelerate. The initial launch of the software has been in United States where there are more than 30 million noise exposed workers. The STAM in this area is at least 50% of this number but we have not yet determined the speed with which customers will use this technology in order to combat the problem, as well as establish at what rate Aearo/3M/Sonomax will roll out the software around the world.

- The acquisition by 3M of Aearo Technologies increases the sales channel resources for Sonomax significantly and it is expected that the 3M sales force will be promoting Sonomax products by the end of Q2-08. With the combined power of 3M and Aearo sales in the industrial space for HPDs and the Validation software should increase quarterly. However, for the past few months Aearo's sales focus has been less than expected possibly due to the Aearo/3M integration activity which has had a significant impact on both POS and POP.

- In 2010 the forecast is that there will be sales of about 1 billion MP3 enabled products. Based on previous sales approximately 45% of those units will purchase a new set of earphones. This is a great opportunity for the Soundcage products.

Company Objectives for next 12 months

1. Get to positive cash and breakeven profitability within next 12 months.

2. Quarter to quarter sales and gross margin growth.

3. Sales Function - Build a sales organization and implement sales policies and procedures by end of Q3-08. Establish sales data required from licensees and start collecting by end of Q2-08 with consistent data by end of Q3-08. Also decide whether new distributors/licensees are needed in every territory around the world.

4. Implement Key Performance Indicators (KPI) for the company overall and for each department by the end of Q2-08. Establish tactics to improve each indicator in Q3-08.

5. Improve Communications to employees, licensees/distributors, suppliers, customers and shareholders.

6. Complete the commercialization and launch of all focus products by the end of Q3-08.

7. Determine by end of Q3-08 whether new investments in a sales infrastructure will be needed to achieve objectives

Summary

The company has made significant progress in reducing costs and reducing the cash burn. The sales in the first half of the year will be down due to many reasons and is forecasted to increase in the second half of the year. The focus for the organization is to get to a positive cash position and build a strong industrial business that will eventually cover the SG & A (Selling, General & Administrative Overhead).

Sonomax has excellent products and expects sales and financial metrics to improve on a quarterly basis.

The feedback received from many customers that are in the Fortune 500 category is exciting and with the new Sonomax sales team there will be timely information to close more sales opportunities. The company is focused on methodically improving the key performance indicators and establishing a trend of quarterly improvements for the foreseeable future.

Monthly updates and/or conference calls will be provided in order to keep our valued shareholders well informed.

About Sonomax

Sonomax Hearing Healthcare Inc. is a leader in the development and manufacturing of intra-ear technologies. The company's patented custom-fit, instant-fit expansion earpieces deliver a perfect acoustic seal every time and can be certified by SonoPass®, the company's proprietary, computer generated proof-of-performance software. Building on its technology leadership in hearing protection, Sonomax has expanded the applications for its technologies into high growth consumer products such as MP3 audio, multi-media and gaming earphones, instant-fit affordable hearing aids, and custom earpieces for Bluetooth(TM) cellular headsets.

This news release contains certain forward-looking statements that reflect the current views and/or expectations of Sonomax Hearing Healthcare Inc. with respect to its performance, business and future events. Such statements are subject to a number of risks, uncertainties and assumptions. Actual results and events may vary significantly.

The TSX Venture Exchange has not reviewed and does not accept responsibility for the adequacy or accuracy of this release

Contacts: Sonomax Hearing Healthcare Inc. 1-877-SONOMAX info@sonomax.com www.sonomax.com

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