Re: opex vs capex...sad state of affairs...
You can build the world's greatest mousetrap, but knowing how to market it is another skill. -- Marketing 101.
It is one thing to discover an opportunity, find the funding, hire the people to develop the product and get it past all required industry test and approvals. It is another challenge, more daunting, get the product into the fiercely competitive arena, break through long-existing relationships, dance through the requirements of prospective customers, and in the case of selling durables, provide a virtually-guaranteed healthy ROI.
Ken is a financial analyst. Eventually BSGM will find someone who knows the market and bust open the doors, imo. Breaking into a mature, dog-eat-dog market during a pandemic and its after-effects gives them a short-term pass, imo.
If they cannot find their own way, I am sure they can put PureEP up for sale. Too many prestigious EP specialists and institutions would either have to be lying alongside management, which I doubt, or more likely BioSig is just ignorant in marketing 101. The year of changing sales and marketing chairs is evidence.
We have no idea what is going on in the trenches. Major players would be ruthless before losing market share to a nobody. For Medtronics, I noted from a read of their annual, heart rhythm is their #1 market, growth engine and profit contributor. They also have a big debt due in 2023. They would be fierce in defense.