DECHTAR DIRECT INC
10QSB, 1997-11-13
DIRECT MAIL ADVERTISING SERVICES
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                     U.S. SECURITIES AND EXCHANGE COMMISSION
                             Washington, D.C. 20549
                                   FORM 10-QSB

            /X/ QUARTERLY REPORT PURSUANT TO SECTION 13 OR 15 (d) OF
                       THE SECURITIES EXCHANGE ACT OF 1934

                For the quarterly period ended September 30, 1997

                                       OR
            / / TRANSITION REPORT PURSUANT TO SECTION 13 OR 15 (D) OF
                       THE SECURITIES EXCHANGE ACT OF 1934

              For the transition period from__________ to_________

                           Commission File No. 0-28818

                               DECHTAR DIRECT INC.
                      (Exact name of small business issuer
                          as specified in its charter)

                California                                    94-3100168
    (State or other jurisdiction of                          (IRS Employer
     incorporation or organization)                       Identification Number)

                 245 Eleventh Street, San Francisco, CA     94103
              (Address of principal executive offices)   (Zip Code)

         Issuer's telephone number, including area code: (415) 863-3005

          Check whether the issuer (1) filed all reports required to be
         filed by Section 13 or 15 (d) of the Securities Exchange Act of
         1934 during the past 12 months (or for such shorter period that
         the registrant was required to file such reports), and (2) has
         been subject to such filing requirements for the past 90 days.

                                Yes \X\   No \ \

            As of October 31, 1997, there were issued and outstanding
                12,887,000 shares of common stock of the issuer.


<PAGE>

                               DECHTAR DIRECT INC.

                                      INDEX


PART I.  FINANCIAL INFORMATION

Item 1.  Financial Statements                                           Page No.

         Balance Sheet at September 30, 1997.............................  1

         Statements of Income for the Three-Month
         and the Nine-Month Periods Ended September 30, 1997
         and September 25, 1996..........................................  3

         Statements of Cash Flows for the
         Nine Months Ended September 30, 1997
         and September 25, 1996..........................................  4

         Notes to Financial Statements...................................  6

Item 2.  Management's Discussion and Analysis of
         Financial Condition and Results of Operations...................  8


PART II.  OTHER INFORMATION

Item 1.  Legal Proceedings ..............................................  10

Item 2.  Changes in Securities...........................................  10

Item 3.  Defaults Upon Senior Securities.................................  10

Item 4.  Submission of Matters to a Vote of
         Security Holders................................................  10

Item 5.  Other Information...............................................  10

Item 6.  Exhibits and Reports on Form 8-K................................  10

<PAGE>

                         PART I - FINANCIAL INFORMATION

ITEM 1. FINANCIAL STATEMENTS

                               DECHTAR DIRECT INC.
                            Balance Sheet (Unaudited)

                                     ASSETS

                                                                   September 30,
                                                                        1997
                                                                   -------------
Current assets:

     Cash                                                           $    7,702
     Accounts receivable, net                                          424,699
     Due from affiliates                                               622,755
     Prepaid marketing expense                                       1,043,360
     Prepaid expenses                                                   15,868
                                                                    ----------

         Total current assets                                        2,114,384

Property and equipment, net                                            919,448

Other assets:

     Mailing list development costs, net                             1,414,318
     Purchased mailing lists, net                                      291,196
     Deferred stock offering costs                                   1,093,501
     Deposits                                                           41,499
     Deferred income taxes                                                   0
     Other assets                                                        2,431
                                                                    ----------

         Total other assets                                          2,842,945
                                                                    ----------

         Total assets                                               $5,876,777
                                                                    ==========


                 See accompanying notes to financial statements.

                                       1
<PAGE>


                               DECHTAR DIRECT INC.
                            Balance Sheet (Unaudited)

                      LIABILITIES AND STOCKHOLDERS' EQUITY

                                                                   September 30,
                                                                        1997
                                                                   -------------
Current liabilities:

     Notes payable                                                  $   521,546
     Note payable, stockholder                                            8,422
     Capital leases                                                      28,224
     Accounts  payable and accrued expenses                           3,035,020
     Deferred income taxes                                              219,880
                                                                    -----------

         Total current liabilities                                    3,813,092

Notes payable                                                            24,245

Capital leases                                                           33,104

Deferred revenue                                                        633,500

Deferred income taxes                                                    35,461

Common stock subject to redemption,
     1,680,000 shares at September 30, 1997                               5,033

Stockholders' equity:
     Common stock, 25,000,000 shares authorized,
         11,207,000 shares issued and outstanding at
         September 30, 1997                                             433,626
     Preferred stock A, $10 par value, 10,000,000
         shares authorized, 58,130 shares issued and
         outstanding at September 30, 1997                              474,478
     Preferred stock B, $3 par value, 300,000 shares
         authorized, 180,000 shares issued and
         outstanding at September 30, 1997                              533,978
     Retained earnings                                                 (109,740)
                                                                    -----------

         Total stockholders' equity                                   1,332,342
                                                                    -----------

         Total liabilities and stockholders' equity                 $ 5,876,777
                                                                    ===========

                 See accompanying notes to financial statements.

                                       2

<PAGE>


<TABLE>
                                         DECHTAR DIRECT INC.
                                  Statements of Income (Unaudited)

<CAPTION>
                                             Three Months Ended               Nine Months Ended
                                             ------------------               -----------------
                                          Sept. 30,       Sept. 25,       Sept. 30,       Sept. 25,
                                            1997            1996            1997            1996
                                        ------------    ------------    ------------    ------------

<S>                                     <C>             <C>             <C>             <C>         
Revenue                                 $  1,722,072    $  1,906,321    $  5,988,576    $  7,026,230

Cost of revenue                            1,396,882       1,490,179       4,214,810       5,054,045
                                        ------------    ------------    ------------    ------------

Gross profit                                 325,190         416,142       1,773,766       1,972,185

Selling, general and
   administrative expense                    791,393         527,446       2,504,451       2,010,736
                                        ------------    ------------    ------------    ------------

Income (loss) from operations               (466,203)       (111,304)       (730,685)        (38,551)

Interest expense, net                         25,219          19,945          63,683          50,201
                                        ------------    ------------    ------------    ------------

Net income (loss) before income taxes       (491,422)       (131,249)       (794,368)        (88,752)

Provision (benefit) for income taxes        (216,944)         49,277        (312,062)         28,041
                                        ------------    ------------    ------------    ------------

Net income (loss)                       $   (274,478)   $    (81,972)   $   (482,306)   $    (60,711)
                                        ============    ============    ============    ============

Net income (loss) per share             $      (0.01)   $       0.00    $      (0.01)   $       0.00
                                        ============    ============    ============    ============

Weighted average common
     shares outstanding                   13,473,848      13,216,089      13,473,848      13,216,089
                                        ============    ============    ============    ============

<FN>
                 See accompanying notes to financial statements.

</FN>
</TABLE>
                                                 3
<PAGE>


                               DECHTAR DIRECT INC.
                      Statements of Cash Flows (Unaudited)

                                                          Nine Months Ended
                                                     --------------------------
                                                      Sept. 30,      Sept. 25,
                                                         1997           1996
                                                     -----------    ----------- 
Cash flows provided by (used for)
operating activities:
   Net income (loss)                                 $  (482,306)   $   (60,711)
   Adjustments to reconcile net cash
   provided by operating activities:
     Depreciation and amortization:
       Mailing list development costs                    247,725        200,673
       Purchased mailing lists                            49,315         49,311
       Property and equipment                            184,768        151,557
       Deferred income taxes (benefit)                  (312,062)       (28,841)
       Common stock issued as compensation                  --           21,000
       Preferred stock issued for services rendered         --           30,000
       Bad debts                                           2,500          2,500
   (Increase) decrease in operating assets:
     Accounts receivable                                  99,472       (183,748)
     Due from affiliates                                  58,936       (366,805)
     Prepaid marketing expense                           388,170         14,284
     Prepaid expenses                                      1,152         22,613
     Deposits                                             (7,309)        (5,168)
   Increase (decrease) in operating liabilities:
     Accounts  payable and accrued expenses            1,096,456        170,995
     Deferred revenue                                   (149,060)       454,998
                                                     -----------    -----------
       Net cash provided by operating activities       1,177,757        472,658
                                                     -----------    -----------

Cash flows provided by (used for)
investing activities:
   Costs for development of mailing lists               (274,777)      (482,600)
   Payments to acquire property and equipment           (239,207)      (316,349)
   Payments from (advances to) stockholder               (24,166)        60,010
   Costs for purchases of mailing lists                     --           (5,495)
   Payments to acquire other assets                         (250)        (2,087)
                                                     -----------    -----------
       Net cash used for investing activities           (538,400)      (746,521)
                                                     -----------    -----------

                                   (CONTINUED)

                 See accompanying notes to financial statements.

                                       4
<PAGE>


                               DECHTAR DIRECT INC.
                Statements of Cash Flows (Unaudited) - continued

                                                            Nine Months Ended
                                                         ----------------------
                                                          Sept. 30,   Sept. 25,
                                                            1997        1996
                                                         ---------    ---------
Cash flows provided by (used for)
financing activities:
   Proceeds from notes payable                           $  90,000    $ 400,000
   Payments on notes payable                               (39,547)    (386,436)
   Payments on capital leases                              (29,118)     (18,072)
   Payments on notes payable, shareholder                     --        (12,000)
   Proceeds from issuance of preferred stock,
     net of $0 and $47,529, respectively,
     of stock offering costs                                 4,000      490,830
   Common stock issuance costs                            (667,993)    (306,926)
                                                         ---------    ---------
   Net cash used for financing activities                 (642,658)     167,396
                                                         ---------    ---------
Net increase (decrease) in cash                             (3,301)    (106,467)

Cash at beginning of period                                 11,003      194,329
                                                         ---------    ---------

Cash at end of period                                    $   7,702    $  87,862
                                                         =========    =========

Supplemental Disclosures of
Cash Flow Information:
   Interest paid                                         $  80,570    $  72,161
                                                         =========    =========

   Income taxes paid                                     $     800    $     800
                                                         =========    =========

Supplemental Disclosure of Non-Cash
Financing  Activities:
   Preferred stock issued for services rendered          $    --      $  30,000
                                                         =========    =========

   Common stock issued as compensation                   $    --      $  21,000
                                                         =========    =========

   Converted preferred stock to common stock             $    --      $ 400,000
                                                         =========    =========

                 See accompanying notes to financial statements.

                                       5
<PAGE>


                               DECHTAR DIRECT INC.

                    Notes to Financial Statements (Unaudited)
                   For the Three and Nine Month Periods Ended
                    September 25, 1996 and September 30, 1997

Note 1 - Basis of Presentation

The accompanying unaudited condensed consolidated financial statements have been
prepared  from the records of the Company  without  audit and, in the opinion of
management,  include  all  adjustments  (consisting  only  of  normal  recurring
adjustments) necessary to present fairly the financial position at September 30,
1997,  and the interim  results of operations and cash flows for the nine months
then ended. Certain reclassifications have been made in the financial statements
for the period ended  September  25, 1996, to conform to the September 30, 1997,
presentation.

Accounting  policies  followed  by the Company  are  described  in Note 1 to the
audited financial  statements included in the Company's special financial report
on Form 10-KSB for the year ended  December 25, 1996.  Certain  information  and
footnote  disclosures  normally  included in  financial  statements  prepared in
accordance with generally accepted  accounting  principles have been omitted for
purposes of the  financial  statements.  These  quarterly  financial  statements
should be read in conjunction  with the financial  statements,  including  notes
thereto, for the year ended December 25, 1996.

The results of operations  for the nine-month  periods herein  presented are not
necessarily indicative of the results to be expected for the full year.


Note 2 - Change  in Fiscal Year

On March 17, 1997, the Board of Directors changed the Company's fiscal year to a
calendar year. As a result,  reporting for the nine-month period ended September
30, 1997,  includes the days December 26, 1996,  through September 30, 1997. The
change in fiscal year has no material  effect on the  Company's  balance  sheet,
statements  of income and  statements of cash flows for the  nine-month  periods
ending September 30, 1997, and September 25, 1996, respectively.


Note 3 - Correction of Error

During the third quarter of 1997, it was  discovered  that certain 1996 printing
costs  for  catalogs  had not been  billed to the  Company  or  recorded  on the
Company's books.  Correction of this error has the effect of restating  retained
earnings and other balance sheet amounts as follows:

                                       6

<PAGE>

RETAINED EARNINGS AT BEGINNING OF YEAR

As previously reported, December 26, 1996                             $ 383,156

Understatement of accounts payable and accrued expenses                (150,800)

Overstatement of current portion of deferred income tax liability        71,580

Understatement of long-term deferred income tax liability               (65,843)

Understatement of accounts receivable                                    14,941

Understatement of prepaid marketing expense                             150,541

Overstatement of mailing list development costs                         (31,009)
                                                                      ---------

Retained earnings as adjusted, December 31, 1996                        372,566

Net income, September 30, 1997                                         (482,306)
                                                                      ---------

Retained earnings at September 30, 1997                               $(109,740)
                                                                      =========

                                       7

<PAGE>


ITEM 2. MANAGEMENT'S  DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS
        OF OPERATIONS

In addition to  historical  information,  this  Quarterly  Report on Form 10-QSB
contains  forward-looking  statements.  These  statements  refer to, among other
things,  liquidity  and  capital  expenditures  and are  subject  to  risks  and
uncertainties.  Factors that could cause the Company's  actual results to differ
materially from management's  projections,  estimates and expectations  include,
but are not  limited  to,  success and timing of the  Company's  current  public
offering of securities,  amount and timing of expenditures  associated with such
public offering, and the factors identified under "Risk Factors--Business Risks"
in the Company's prospectus dated February 6, 1997.

Three Months Ended September 30, 1997,  Compared to Three Months Ended September
25, 1996

Total revenues for the three-month  period ended  September 30, 1997,  decreased
10% to $1.7 million  compared to $1.9 million for the  three-month  period ended
September  25, 1996,  primarily  due to a disruption  in the  Company's  catalog
mailing  schedule.  The  disruption  was  caused  during  the  quarter  when the
Company's primary printing vendor  unexpectedly  modified  previously  available
credit terms following a change of ownership. This event required the Company to
seek a new printer on short  notice for its Fall  mailing  campaign at a time of
year when few catalog  printers have  schedule  availability.  In addition,  the
Company's  secondary  printer  broker  filed  Chapter 11  bankruptcy  during the
quarter,  further delaying the Company's catalog mailing schedule.  These events
contributed  to a  decrease  in the  Company's  catalog  circulation.  Resulting
catalog  request program  revenues  decreased 42%, from $883,000 to $513,000 for
the quarter.  Catalog advertising space revenues decreased 65%, from $225,000 to
$78,000, due to the reduced catalog mailings. Agency services revenues increased
66% for the quarter,  from  $602,000 to $1.0  million,  primarily as a result of
increases in consulting fees, order processing fees and print brokerage revenue.
List rental  revenue  decreased 34% for the quarter from $132,000 to $87,000 due
to a drop in new names  related to  declines  in catalog  circulation  and space
advertising.  Other  revenues  decreased  32%,  from  $64,000  to  $43,000,  due
primarily to a decrease in  audiotext  advertising  sales,  offset in part by an
increase in Internet revenue.

Cost  of  revenues  decreased  6%,  from  approximately  $1.5  million  for  the
three-month period ended September 25, 1996, to $1.4 million for the three-month
period ended September 30, 1997. Gross profit margins  decreased from 22% in the
third  quarter of 1996 to 19% in the third  quarter of 1997,  due  primarily  to
fluctuations in sales mix.

In the  third  quarter  of 1997  selling,  general  and  administrative  expense
increased  50% to $791,000  compared to $527,000 for the third  quarter of 1996.
This primarily was due to increases in payroll expense and professional fees.

The Company  incurred a net loss of $274,478  for the  three-month  period ended
September 30, 1997, compared to a net loss of $81,972 for the three-month period
ended September 25, 1996.

Nine Months Ended  September 30, 1997,  Compared to Nine Months Ended  September
25, 1996

Total  revenues  for the  first  nine  months of 1997  were  approximately  $6.0
million,  a decrease  of 15% from  revenues  of $7.0  million for the first nine
months of 1996.  Catalog  request  program  revenues  decreased  24%,  from $3.0
million to $2.3 million, due primarily to a decrease in the quantity of catalogs
mailed by the Company,  as explained above.  Catalog  advertising space revenues
decreased 54%, from

                                       8

<PAGE>

$746,000 to $340,000, primarily because of a 33% decrease in catalog circulation
and a 16% decrease in space advertising.  Agency services revenues increased 8%,
from  $2.7  million  to $2.9  million,  as a result  of  increases  in  brokered
advertising space revenue,  consulting fees and order processing fees, partially
offset by a decrease in print brokerage  volume.  List rental revenue  decreased
21%, from  $425,000 to $334,000,  due to a drop in new names related to declines
in catalog circulation and space advertising. Other revenues decreased 21%, from
$149,000 to $119,000, due primarily to decreases in audiotext advertising sales,
offset in part by an increase in Internet revenues.

Cost of revenues  decreased 17%, from  approximately  $5.1 million for the first
nine months of 1996 to $4.2  million  for the first nine  months of 1997,  while
gross profit  margins  increased from 28% in 1996 to 30% in 1997, due to changes
in the sales mix, including  decreases in catalog program revenues and increases
in agency services revenues.

Selling,  general and administrative expense increased 25% from $2.0 million for
the first nine months of 1996 to $2.5 million for the first nine months of 1997.
This was attributable  primarily to increases in payroll expense,  telephone and
travel costs.

The Company  incurred a net loss of  $482,306  for the first nine months of 1997
compared to a net loss of $60,711 for the first nine months of 1996.

Liquidity and Capital Resources

Total assets  increased 8% from $5.4 million as of September  25, 1996,  to $5.9
million as of September  30, 1997,  while total  liabilities  increased 19% from
$3.8 million as of September 25, 1996, to $4.5 million as of September 30, 1997.
Current assets decreased $337,000, or 14%, from September 25, 1996, to September
30, 1997, while current liabilities increased $1,126,000,  or 42%. Total working
capital remained negative, declining by $1.5 million from a negative $235,000 as
of September 25, 1996, to a negative $1.7 million as of September 30, 1997. This
was  attributable to an increase in accounts  payable and accrued expenses and a
decrease in prepaid marketing costs.

Total stockholders'  equity decreased  approximately 16% from $1.6 million as of
September  25, 1996,  to $1.3 million as of September  30, 1997,  primarily as a
result of operating  losses incurred  during 1997. The Company's  debt-to-equity
ratio  increased  from 2.4 as of September  25, 1996, to 3.4 as of September 30,
1997.

The Company has no material capital expenditure  commitments as of September 30,
1997.

Due to significant  operating  losses and the inability to secure debt or equity
financing  on  acceptable  terms  during  the first  nine  months  of 1997,  the
Company's  working capital has declined to a negative $1.7 million.  The Company
anticipates  that it will not be able to fund its working  capital  requirements
solely  from cash flows from  operations  during the fourth  quarter of 1997 and
through 1998.  Therefore,  the Company is seeking new debt and equity financing,
including its in-progress  public offering and negotiations with other potential
sources of equity  capital.  There can be no assurance  that the Company will be
successful in obtaining  adequate  financing.  Failure to obtain such  financing
could have a material  adverse  effect upon the Company's  business,  results of
operations and financial condition.

                                       9
<PAGE>


                           PART II - OTHER INFORMATION


ITEM 1. LEGAL PROCEEDINGS

- - Not Applicable -

ITEM 2. CHANGES IN SECURITIES

- - Not Applicable -

ITEM 3. DEFAULTS UPON SENIOR SECURITIES

- - Not Applicable -

ITEM 4. SUBMISSION OF MATTERS TO A VOTE OF SECURITY HOLDERS

- - Not Applicable -

ITEM 5. OTHER INFORMATION

- - Not Applicable -

ITEM 6. EXHIBITS AND REPORTS ON FORM 8-K

    (a) Exhibits - None

    (b) Reports on Form 8-K - None.

                                       10


<PAGE>


                                   SIGNATURES


In accordance with the  requirements of the Exchange Act, the registrant  caused
this  report to be  signed on its  behalf  by the  undersigned,  thereunto  duly
authorized.


DECHTAR DIRECT INC.


     Name                                Title                       Date
     ----                                -----                       ----

/S/ Terri N. Hess        Chief Executive Officer               November 11, 1997
- -----------------
  Terri N. Hess




/S/ Thomas L. Lackman    President, Chief Financial Officer    November 11, 1997
- ---------------------
   Thomas L. Lackman

                                       11


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