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Gold/Mining/Energy : Direct Focus Inc. (DFXI) -- Ignore unavailable to you. Want to Upgrade?

To: Mark Hill who wrote (294)	9/2/1998 7:58:00 PM
From: Gordo	Read Replies (1) \| Respond to of 768

Mark, If you get a hold of Rod, I would like to know: 1. How are they planning to "deliver and install" their new mattress product all over North America. Isn't this going to be prohibitively expensive to staff up people to do mattress installations? Will they have to have branch offices all over North America, or will they incur huge travel costs? 2. With the 6 week free trial, when do they recognize revenue for the sale - before or after the six weeks are up? 3. Where are they at in terms of launching the mattress commercials - i.e. how many markets are they currently showing them in? What has been the initial response? What is their rollout plans for additional markets? Those are my key questions. Any answers you get and post would be appreciated. gord

To: Mark Hill who wrote (294)	9/2/1998 8:18:00 PM
From: Clement	Respond to of 768

Thanks Mark & Gordo, I think Gordo pretty much covered the biggest questions I had... I'm afraid I don't know much about the mattress market... the first reason that Bowflex attracted my attention was that I could see myself actually buying one as a young professional. So I guess this means watching some late night infomercials to see who the competition is (that might be a question: how large is the mattress market and who are their primary competitors -- I remember seeing one who pretty much dominates late night movie television). I'm also guessing that they won't be rolling it out across the board (geographically) but I think Gordo's question as to which markets they will focus on covers that (I tried calling the 1-800 number but it's not reachable from my area -- which is Ontario). I'm beginning to actually wonder when Bowflex's sales will start to slow down -- I wonder if they would answer any questions as to when they project that to occur. I'll try to read up and watch the latest in mattress technology/marketing that'll be sure to cure me of my insomnia <g>... so if I have any questions, I'll be sure to ask you. Thanks in advance, Clement PS it's amazing that we've kept pretty much everybody who used to post I think... even more amazing is the ride up -- and that I think DFX is still pretty undervalued -- p/e of 7.93?!? and the TSE whose p/e is 20... and for a stock whose earnings have been growing at such a rapid pace... DFX still seems like a pretty good no brainer as long they market this product well -- incidentally, what shows is it putting the ad on?