Are there any distinct advantages to EMFP's masks? If so, what would prevent a larger company from coming out with a better mousetrap and a larger marketing campaign?
I tried to determine this by scanning their 10-K and clicking through Mark's site. I ended up at one distributor's website and searched on EFP and other words and couldn't find any offerings from EMFP. But I did see over a dozen masks from well known companies.
It is such a crowded field, and I would think a large company like 3M or a Kimberly Clark would have a significant advantage to a start up, with its distribution channels, strong brand, years of experience producing masks and its R&D money. In the wholesale market, buyers like to buy from companies they've done business with. In the retail market, if it does come to a pandemic, I would think a typical consumer would be willing to spend a few dollars more on a brand name they recognize, in such a life or death choice.
I know you have done well with the stock, rrufff, and I know you do your homework. What am I missing?
Edit: My thinking is based on my experience shopping for a mask with a much more obtuse threat. Years ago I was about to do a remodel project and rented a high end HVLP sprayer. I knew I needed a respirator and went to a discount hardware store. There was a 3M mask for about $4 more than a generic mark up. I debated for a moment, thinking this is only one project for a few days, why spend the extra money? Then I rationalized that it is my lungs that I'm protecting so why quibble over a few bucks?
Extrapolate that thinking out over millions of shoppers facing a pandemic with 50% fatality. |
