The organization MusclePharm has been built by athletes and hence they know what is required by consumers of this market. They have first-hand experience of the problems and long term requirements of the athletes. They are in touch with the athletes and hence know the dynamics of their needs. It has a Research and Development facility and Sports Science Center which helps test and tune the products. The company uses the web / social media to reduce marketing costs etc. In August 2012 the company's product Assault was declared as effective in improving muscular strength without hindering cardiovascular performance. This was based on trials conducted by The United States Sports Academy (USSA), an independent, accredited university. The product was found to be to promote increases in muscular endurance, energy, choice reaction and agility. With the economy expected to turn around over the next few years and debt / selling costs of MSLP likely to come down, the company will hopefully become profitable over the next few quarters. In fact, Q412 results will give a good indication as to the future of the organization. Last quarter sales were extremely robust and the projected turnover for 2013 is $100M. This will be a 28% rise over the 2012 figure of $78M. The ultimate target is $500M, as mentioned by the CEO in his latest letter to shareholders. In fact, as per the letter, the company used the proceeds of its recent offering ($12M) to repay the debts and MSLP is now debt free. If the profit margin expands, this turnover could translate into meaningful EPS for the shareholders. Basically, the brand and the products are doing OK, top management is extremely conscious of improving the cost structure, and shares are expected to be listed within a few quarters. All this put together supports the likelihood of an uptrend in the stock over the years.