From James West regarding Celsius Holdings:
First, love the site and information.
Next, what continues to concern me about CELH is that I bought a bunch at a pre 20:1 reverse split price of .50 which, at the time, seemed a deal relative to its upside potential. Since then, I continued to buy the dips. But now, at pre-split prices, it's trading at .138 and the series of new lows are equating to a 1-yr long downward trend. Worse, I don't know when a dip is a dip or the start of the bottom falling out.
VFC's Take: I'll start off by saying that there's still a pretty good chance, in my opinion, that you'll end up making a decent return on your investment over the course of the next few quarters, especially if you've been able to average down from the fifty cent level.
While the quarter one 2010 sales numbers - which came in less than the previous quarter - definitely raised some concern among long term shareholders, I still think that the Celsius product will be a big winner over the long run because it's a unique product in a market saturated with sugar-laden beverages.
That said, consumers need to be made aware of what they have in hand with Celsius, and maybe the
new marketing campaign will bring it home.
As far as when a "dip is a dip or the start of the bottom falling out," what we can do as the little guy is protect ourselves the best we can while waiting for a speculative story to play out; for instance, I've always stated that when I buy into a stock for the first time, I only buy in with a percentage of the total amount that I'm willing to put into that stock - that way I'm already in 'just in case' some market-moving news comes out and the stock starts to run.
On the other hand, I'm not already fully invested if the stock starts to drop and I've left myself open to the option of averaging down. Part of an entry strategy should be coming up with a plan that details how much buying you'll do at various price levels.
For instance, my first buy in the Celsius stock (when it was CSUH) was for sixty cents or so, but I only bought in for very little. I picked up a few shares here and there as the stock continued to slide downward, but I absolutely loaded up when the stock traded for under five cents.
The same can be said for TTNP - the amount of shares picked up for under five cents well offset the shares purchased for above a buck. I never recommend going 'all-in' at the start of an investment in a particular stock, no matter how good things are looking, but I do like averaging down if the stock of what I consider to be a good risk/reward company drops.
With CELH right now, I had to pick up some shares on Thursday in the $2.75-$2.80 range, but I wouldn't be surprised if the stock dropped even lower in the coming weeks unless the company releases some market moving news. We already know that Mario Lopez's mug plastered in Times Square isn't going to cut it, so we need something else.
Without a doubt, the big players in the stock (Pentwater Capital) have a lot more say in the short term direction of the stock than you or I, and it's up to us to decide whether the risk of further investment is worth the possible rewards down the road - one quarter does not conclude the Celsius story.
My years of blowing through cash on anything from Ursus Red Vodka to Grey Goose in various countries around the globe has my patience well in line with speculative investments, so it's nothing to me to sit there and buy a dropping stock if I think the story could still be a good one. The insomniac clowns of a particular stock's 'Get Bash Crews' will say "I told you so" over the short term, but they said that when DNDN traded for three bucks, when TTNP traded for three pennies and when SIRI was six cents (I can go on and on here).
The point is, it's up to each individual investor to come up with his or her own tolerance for risk and only that investor knows how much he or she is willing to lose if things go south.
I will say this about CELH, since that's the stock that is the subject of James' comment - I'm pretty surprised that sales went backwards this quarter, even with all the freebies being handed out. I'm also sceptical of the fact that with all the new distribution and advertising that it still took impressive month-over-month growth just to catch up with the quarter four 2009 numbers. By no means am I in the marketing business, but it's my impression that if it takes a freebie to get someone to try the product in the midst of a fairly significant marketing campaign, then the marketing is not getting the message to the consumer. The sales locations also can't decide whether the product is an energy drink or a diet aid, according to the placement in the dozens of locations that I've visited where the Celsius product is sold.
I think it's crunch time now for Celsius. The company went out on a limb and declared bold guidance for this year, and it's going to take huge growth over the next few quarters to reach even the low end of that guidance. If converting freebies into sales is the plan, then we need to see evidence that the plan is working; maybe the Celsius team is right on the ball with that one, only time will tell. But another quarter of reverse sales number won't cut it, no matter how good the 'cases sold' or 'coupons used' numbers look.
For now, however, after buying a few shares on the post-earnings drop, I'll wait and see if the stock is taken down even lower, at which point I'll load up because I'm still confident that this company and the product has a bright future ahead.
I will be honest, though. I'd much rather see the likes of the Swedish Bikini Team on a billboard with a can of Celsius than Lopez. Let's be honest, I don't know what Mario was paid, but for the cost of a Mario Lopez, you can probaly pay a few hundred San Diego beach bunnies to appear in TV ads, plaster billboards and grace the pages of Maxim AND US Weekly.
Beach bunnies appeal to both sexes because they draw a guy's attention to the product and they make the girls want to hit the gym. Combine that with a can of Celsius and now we're talking.
As always, this is all just my opinion. Each investor should do his or her own DD and invest according to their own plan and tolerance for risk.
Disclosure: Long CELH.