Lumen Foods' Logo Lumen Foods' Business Plan

Herbologics, Ltd.
Sales History: 1989 to 2006

Since late 1989, we have used a DOS program continuously (to this very day) to track sales monthly by two categories: Distributor (which includes retail store sales) and Mail Order (our sales directly to the public, most of which today is accomplished through "soybean" web site.
Like any manufacturer, we use an accrual system of accounting, so you can match these figures, dollar for dollar, with the financial statements. Sales are posted when received, whether it takes one day, one week, or one month to ship and bill for the order. Mail order, by its nature, is closer to "cash method," because most sales are paid via credit card, which is billed when the order is shipped, which in turn occurs shortly after the order is received (normally within one to five days).
The usefulness of this page is to give a historical perspective of the company and its progress over a longer period, using a tool that Management itself has used internally itself to gauge its own performance.
Some minor points to consider: all sales are rounded to the near dollar; and these categories do not reflect the total sales of the the company, but the total of these two critical sales components, which together make up the majority of all revenues.

Distributor Sales: 1989 to 1997
This period was marked by the reorganization of the old Lumen Food Corporation (1989), the introduction of the company's lead brand (Stonewall's Jerquee: 1992), the founding of Herbologics (1993), the founding and closing of several spin-offs -- all funded with profits from Lumen Foods: Calcasieu Graphics & Pressworks, GDX Technical Services, and Copy Magic, the creation of the company's web site (soybean.com: 1995).
YEAR : 1989 1990 1991 1992 1993 1994 1995 1996 1997
January --,--- 17,806 23,033 19,974 16,544 13,970 20,580 29,957 23,190
February --,--- 26,205 18,678 23,970 20,254 26,059 26,624 27,459 26,700
March --,--- 21,022 16,267 17,703 27,275 25,354 20,524 35,649 31,430
April 13,422 11,418 17,525 24,640 26,493 25,698 17,037 27,318 33,866
May 27,926 21,536 21,575 19,685 18,013 19,539 29,618 29,637 32,265
June 19,121 11,092 12,777 19,363 17,136 27,636 14,834 21,669 29,751
July 12,753 21,193 24,621 18,479 15,571 13,615 24,474 21,666 32,200
August 21,156 19,239 19,313 20,238 17,248 26,396 21,474 26,929 27,423
September 12,655 19,957 15,456 19,048 28,263 16,595 19,031 23,441 30,705
October 23,212 20,026 19,383 23,723 15,859 22,670 29,014 29,966 24,821
November 12,166 14,006 24,622 17,596 21,989 19,996 24,002 21,129 37,590
December 13,790 12,364 8,707 16,308 17,890 18,137 15,199 20,797 32,512
Subtotals : 156,201 215,914 221,957 240,727 242,535 255,664 262,411 311,618 362,454


Mail Order Sales: 1989 to 1997
These are the separate mail order figures for the years 1989 through 1997. You will note some "blanks" in early years, 1989 and 1990, as records were incomplete when, in 1993, the decision was made to create these historicals. Below this table, Distributor Sales subtotals from above are added back in to give totals for the year.
YEAR : 1989 1990 1991 1992 1993 1994 1995 1996 1997
January -,--- 2,834 1,914 4,345 9,282 8,221 15,500 33,777 28,170
February -,--- 2,550 2,049 3,305 11,957 14,732 22,636 39,602 26,483
March -,--- 2,940 1,547 2,443 14,327 15,785 28,280 38,298 29,202
April -,--- 2,211 2,213 5,696 12,060 12,294 24,959 44,428 27,109
May -,--- -,--- 3,339 6,629 8,559 10,962 23,538 29,168 23,641
June -,--- -,--- 1,848 4,936 8,727 8,093 17,781 22,789 20,590
July 2,773 -,--- 2,179 5,642 7,701 10,666 17,670 24,131 21,241
August -,--- 1,682 4,441 7,046 7,047 11,263 16,318 19,775 15,647
September -,--- -,--- 3,698 7,060 6,831 19,033 16,288 25,797 16,286
October 3,193 2,505 2,422 7,040 6,566 15,279 14,897 27,636 16,663
November 2,416 2,003 2,294 5,349 6,595 13,778 17,865 23,229 13,158
December 2,327 1,826 2,244 4,979 5,602 10,688 15,437 23,008 14,348
Subtotals : 10,709 18,551 30,188 64,470 105,254 150,795 231,168 351,638 252,539
Distributor
Subtotals :
(Fm Above)
156,201 215,914 221,957 240,727 242,535 255,664 262,411 311,618 362,454
Totals : 166,901 234,465 252,145 305,197 340,742 395,196 477,621 663,256 614,993


Distributor Sales: 1998 to 2006
This period was marked by Lumen Foods' foray into survival food on its website (initiated by Y2K: 1998-1999), line extension into other flavors of its main brand, Stonewall's (1998-2003), the closure of one of its leading customers (Alpha Omega Labs: 2003), and the decision to sell Lumen Foods (2006).
The higher sales figures you see for the 1998 through 2002 period was largely created as a result of the survivalist division, plus co-packing sales from Alpha Omega Labs (see Executive Summary). We dropped this line when it began to lose money after 2000.
YEAR : 1998 1999 2000 2001 2002 2003 2004 2005 2006
January 29,778 36,603 50,968 44,770 81,639 53,698 29,967 26,906 29,554
February 33,529 65,989 48,660 54,113 65,077 43,830 81,705 62,042 55,743
March 48,895 48,607 60,612 81,668 32,426 41,469 31,892 23,724 46,971
April 49,513 72,130 45,734 69,140 35,200 58,977 36,293 41,625 24,179
May 48,297 35,739 92,006 82,222 97,352 47,080 69,163 42,109 65,703
June 41,308 49,750 30,810 34,778 21,781 44,065 22,319 63,064 47,141
July 48,446 59,495 38,648 61,147 39,388 47,721 35,951 34,690 37,287
August 37,219 44,933 48,933 54,447 58,647 40,857 68,558 46,124 63,178
September 44,925 55,518 71,534 58,808 59,705 63,190 38,102 58,817 29,969
October 41,462 55,184 40,378 37,796 70,231 26,814 26,520 35,807 22,674
November 48,442 41,538 39,991 28,442 51,952 50,601 63,523 63,279 66,778
December 28,374 44,987 56,159 36,568 28,060 20,343 19,288 34,571
Subtotals : 500,187 610,475 624,433 643,900 641,458 538,644 523,280 532,759


Mail Order Sales: 1998 to 2006
As with the tables above, distributor and mail order figures are separate. So these are the separate mail order figures for the years 1998 to present. As with the 1989 to 1997 period above, below the table below, Distributor Sales subtotals from above are added back in to give totals for the respective years. Note that mail order sales are artificially high for the 1998 to 2001 period because of the survivalist division (now closed) and sales from Alpha Omega Labs. They do not reflect adverse changes in the core Lumen Foods business.
YEAR : 1998 1999 2000 2001 2002 2003 2004 2005 2006
January 15,486 118,646 24,321 24,864 20,057 17,247 14,946 16,936 18,759
February 16,078 126,501 24,671 21,395 16,072 20,868 14,050 16,733 12,521
March 21,714 171,236 25,034 23,797 16,429 17,236 19,941 18,140 20,559
April 27,398 105,709 19,406 23,833 25,883 16,653 15,163 16,473 13,913
May 21,878 38,390 23,367 23,829 21,628 16,262 17,527 16,597 17,583
June 23,123 46,222 18,167 21,820 16,790 16,057 15,299 17,241 17,576
July 23,651 42,054 18,127 18,910 15,286 16,656 13,662 14,527 15,814
August 22,023 50,138 17,722 20,305 14,696 13,571 18,318 16,815 17,609
September 24,675 45,629 15,345 20,251 15,745 15,035 15,511 11,489 16,272
October 33,343 41,407 25,107 22,498 15,038 16,387 7,025 19,144 17,891
November 41,817 42,953 18,779 23,430 13,663 10,638 14,921 15,748 13,839
December 80,339 35,730 20,222 20,223 7,709 15,209 17,710 15,738
Subtotals : 351,525 864,614 250,268 265,154 198,995 191,820 184,072 195,626
Distributor
Subtotals :
(Fm Above)
500,187 610,475 624,433 643,900 641,458 538,644 523,280 532,759
Totals : 851,712 1,475,089 874,701 909,054 840,453 730,464 707,352 728,386

Opening Business Plan Page Financials Top of Page