astv_425.htm

 
Filed by As Seen On TV, Inc.
Pursuant to Rule 425 under the Securities Act of 1933
 
Subject Company: eDiets.com Inc.
Commission File No.: 000-30559
 
 
The following is an investor presentation given by As Seen On TV, Inc. on January 16, 2013
 
 
 
Trading as ASTV
Investor PowerPoint - January 2013
As Seen On TV, Inc.
 
 

 
Matters discussed in this presentation contain forward-looking statements
within the meaning of the Private Securities Litigation Reform Act of 1995.
When used in this document, the words “anticipate”, “believe”, “estimate”,
“may”, “intend”, “expect” and similar expressions identify such forward-looking
statements. These forward-looking statements are subject to risks,
uncertainties, assumptions, and other factors that may cause the actual results,
performance or achievements to differ materially from those contemplated,
expressed or implied by such forward-looking statements. These factors
include, but are not limited to, risks and uncertainties associated with the
impact of economic, competitive and other factors affecting the company and
its operations, markets, product and distributor performance, the impact on the
national and local economies resulting from terrorist actions, and U.S. actions
subsequently; and other factors detailed in reports filed by the company.
 
 

 
March 31
OTCQB: ASTV
$0.75
$1.19 - $0.51
21,000 shares
51.3 million
9%
$38.5 million
$9.7 million
 Fiscal Year End:
 Symbol:
 Stock Price:
 High/Low (since 1/1/12):
 Average Daily Volume:
 Shares Outstanding:
 Inside Ownership:
 Market Cap:
 Total Assets (9/30/12):
 
 
 

 
Organization Structure
 DRTV - Direct Response Television
 o Short form (2 minute)
 o Long form (30 minute)
 Live Television Shopping
 o HSN, QVC, ShopNBC
 AsSeenOnTV.com - eCommerce Marketplace
 Retail
 
 

 
 Kevin Harrington - Founder & Chairman of the Board of Directors
 o Involved in the infomercial industry since 1984, producing one of the first 30 minute
 infomercials
 Steven Rogai - Founder & CEO
 o Over 15 years of retail & product development experience
 o Previous roles in branding, corporate purchasing, logistics, consumer sales, merchandising
 and retail management
 Eric Mausolf - COO
 o Over 20 years of interactive TV, retail & ecommerce experience
 o HSN, Jewelry TV
 Dennis W. Healey - CFO
 o CFO of Viragen for 27 years; a public company specializing in the research and
 development of biotechnology products
 Greg Adams - Board Member
 o COO of Green Earth Technologies, Inc. (GETG) since September 2010, & CFO since March
 2008
 Randy Pohlman - Board Member
 o Dean Emeritus of the H. Wayne Huizenga School of Business and Entrepreneurship at Nova
 Southeastern University
 o 30 years experience in corporate strategy & mergers and acquisitions
 
 

 
 Two-minute spots
 i.e. Snuggie, Pajama Jeans, Shake Weight
Direct Response Television
 30-minute infomercial
 i.e. SeasonAire 6-in-1
Two Forms:
 
 

 
 All season 6-in-1 unit features infrared heater, true-HEPA air filter,
 UV air purifier, ionic air freshner, humidifier & dual-speed cooling fan
 Heats up to 1,000 square feet
 Partnered with Montel Williams
 Sold 35,000 units in first year
 
 

 
 Solid 25-year relationships with HSN & QVC
 “Test Before We Invest” business model
 Connecting products, inventors and entrepreneurs to a thriving
 distribution channel
 Opportunities for both branded product lines (i.e. TRUHair) and one-
 off products (i.e. Combi Chef, Bedol, Piktor Perfekt, Secure Clean)
 
 

 
TRUHair by Chelsea Scott
Live Shopping Success
 New beauty brand launched in mid-January 2012
 Generated $900 thousand in sales in its first 24 hours on a live
 shopping network
 Additional products in development
 Budgeted to generate $3-5mm in 2013 on HSN
Products also available on TRUHair.com
 
 

 
 Acquired the asset June 22, 2012
 The only intellectual property in the As Seen On TV expanding category
 Largest destination for As Seen On TV products
 o Over 800 DRTV products from hundreds of suppliers
 o 1 million unique visitors per month
 o 5.6 average page views per visitor
 o $10 million in weekly media spent on DRTV products, which benefits AsSeenOnTV.com
 
 

 
 The end goal of a DRTV campaign is to get the product into retail
 outlets
 Every unit sold on TV is equivalent to 12 to 15 sales at retail
 Must create awareness through media buys
 Snuggie grossed $400 million in sales in just three years
 
 

 
Overview
 Merger Agreement signed 10/31/12 - All stock transaction for 19.1 million
 shares, subject to conditions to closing
 Cost savings and synergies
  Pubco and fixed overhead savings
  DRTV and infomercial experience
  i.e. Nutrisystem accelerated its growth via a long-form 30-minute
 infomercial with celebrity endorsements
  Media planning/buying expertise
  Live shopping relationships
  i.e. Nutrisystem complemented its growth with live shopping channel
 distribution via QVC ($15-50 million in annual sales contribution)
 Opportunities to accelerate top line growth
 Brand Ambassador CeeLo Green
 
 
 

 
Management Team
 Kevin Richardson - Current eDiets Chairman
 o Founded Prides Capital in January 2004
 o Partner at Blum Capital Partners from 1999 to 2004
 o Analyst at Tudor Investment
 o Assistant Portfolio Manager at Fidelity Management and Research
 Jennifer Hartnett - CEO of eDiets
 o Creative Director at Nutrisystem from 2005 to 2009
  Managed print ads, direct mail, DRTV, online advertising and program
 materials
 o Strategic marketing experience with The Bon-Ton Department Stores, David’s
 Bridal, Miadora.com, Macy’s and May Company
 Rob Smedley - Senior Vice President of eDiets
 o Vice President of Sales and Counseling at Nutrisystem from 2000 to 2008
  Oversaw all aspects of operations, including driving performance in a 400-
 person call center
 
 

 
 Test 18 - 24 DRTV campaigns per year
 o 1-2 significant winners generating $10mm+ revenue each
  Short Form, Long Form
 10-20 live shopping network products/year
 o 1-2 significant branded products/year generating $3mm+
 revenue each
  TRU Hair, Clutter Cleaner
 
 

 
Proforma 12 Months
Proforma 12 Months (ending March 31, 2012)
$29.1mm revenue
42.5% gross margins
($11.3mm) operating loss
 
 

 
 Solid foundation put in place over the past year
 Highly experienced management team
 Low capital intensive & highly leverageable business model
 Solid portfolio of low priced/high margin consumer products
 Strong balance sheet - fully capitalized for growth
 eDiets acquisition - Highly scalable opportunity
 Celebrity-endorsed marketing opportunities
 
 

 
Investor Contact:
Jeff Ramson
ProActive Capital Group
641
Lexington Avenue, 6th Floor
New York, NY
 10022
646-863-
6341  
www.proactivecapitalgroup.com 
Corporate Contact:
Ashley Bowden
Corporate Communications Director
Abowden@TVGoodsInc.com
Auditors:
EisnerAmper
Contact Us
 
 

 
TRANSACTION NOTES
Important Information for Investors and Stockholders
 
The completion of the merger is conditioned upon, among other conditions, registration of the shares issued to eDiets’ stockholders
on a registration statement on Form S-4, approval from stockholders of eDiets’ and other customary closing conditions. As a result,
the merger may not be consummated. eDiets’ stockholders are expected to vote on the merger agreement and the merger, among
other things, at a stockholder meeting expected to be held in the first quarter of 2013. Assuming approval of the transaction by the
eDiets’ stockholders, and the satisfaction of all closing conditions, it is expect that the transaction will close immediately following
the stockholder meeting.
 
This communication does not constitute an offer to sell or the solicitation of an offer to buy any securities or a solicitation of any vote
or approval. The proposed merger transaction between As Seen On TV and eDiets will be submitted to the eDiets’ stockholders for
their consideration. As Seen On TV has filed with the Securities and Exchange Commission ("SEC") a registration statement on
Form S-4 that includes a proxy statement of eDiets and also constitutes a prospectus of As Seen On TV. eDiets will mail the proxy
statement/prospectus to its stockholders. As Seen On TV and eDiets also plan to file other documents with the SEC regarding the
proposed transaction. INVESTORS AND SECURITY HOLDERS OF AS SEEN ON TV AND EDIETS ARE URGED TO READ THE
PROXY STATEMENT/PROSPECTUS AND OTHER RELEVANT DOCUMENTS THAT WILL BE FILED WITH THE SEC
CAREFULLY AND IN THEIR ENTIRETY WHEN THEY BECOME AVAILABLE BECAUSE THEY WILL CONTAIN IMPORTANT
INFORMATION ABOUT THE PROPOSED TRANSACTION. Investors and stockholders may obtain free copies of the proxy
statement/prospectus and other documents containing important information about As Seen On TV and eDiets through the website
maintained by the SEC at www.sec.gov. As Seen On TV and eDiets make available free of charge at www.tvgoods.com and
www.eDiets.com, respectively (in the “Investors Relations - Financial Statements” section and the “Investor Relations” section,
respectively), copies of materials they file with, or furnish to, the SEC, or investors and stockholders may contact As Seen On TV at
(727) 288-2738 or eDiets at (954) 360-9022 to receive copies of documents that each company files with or furnishes to the SEC.
 
Participants in the Merger Solicitation
 
eDiets and certain of its directors, executive officers and certain other members of management and employees may be deemed to
be participants in the solicitation of proxies from the stockholders of eDiets in connection with the proposed transaction. Information
about the directors and executive officers of eDiets is set forth in its proxy statement for its 2012 annual meeting of stockholders,
which was filed with the SEC on April 2, 2012. This document can be obtained free of charge from the sources indicated above.
Other information regarding the participants in the proxy solicitation and a description of their direct and indirect interests, by
security holdings or otherwise, will be contained in the proxy statement/prospectus and other relevant materials to be filed with the
SEC when they become available.