Attached files

file filename
EX-10.7 - DEBT WRITE OFF AGREEMENT BETWEEN THE COMPANY AND ROBERT ROSITANO, DATED DECEMBER - Friendable, Inc.exhibit_10-7.htm
EX-32.1 - SECTION 906 CERTIFICATIONS UNDER SARBANESOXLEY ACT OF 2002 - Friendable, Inc.exhibit_32-1.htm
EX-31.2 - SECTION 302 CERTIFICATION UNDER SARBANESOXLEY ACT OF 2002 OF THE CHIEF FINANCIAL - Friendable, Inc.exhibit_31-2.htm
EX-31.1 - SECTION 302 CERTIFICATION UNDER SARBANESOXLEY ACT OF 2002 OF THE CHIEF EXECUTIVE - Friendable, Inc.exhibit_31-1.htm
EX-10.8 - DEBT WRITE OFF AGREEMENT BETWEEN THE COMPANY AND DEAN ROSITANO, DATED DECEMBER 7 - Friendable, Inc.exhibit_10-8.htm
EX-10.6 - EMPLOYMENT AGREEMENT DATED JANUARY 29, 2014 BY AND BETWEEN IHOOKUP SOCIAL INC. A - Friendable, Inc.exhibit_10-6.htm
 

UNITED STATES
SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549
 
FORM 10-K
 
☒ ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF 1934
 
For the fiscal year ended:   December 31, 2016
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 number: 000-52917
 
FRIENDABLE, INC.

(Exact name of registrant as specified in its charter)
 
Nevada
 
98-0546715
State or other jurisdiction of
 
(I.R.S. Employer
incorporation or organization
 
Identification No.)
 
1821 S Bascom Ave., Suite 353, Campbell, California 95008

(Address of principal executive offices and Zip Code)
 
Registrant’s telephone number, including area code
 (855) 473-7473
 
Securities registered pursuant to Section 12(b) of the Act
 
Title of each class
 
Name of each exchange on which registered
None
 
N/A
 
Securities registered pursuant to Section 12(g) of the Act

 
Common Stock, par value $0.0001 per share

(Title of Class)
 
Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of the Securities Act.  Yes ☐ No ☒
 
Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act.   Yes ☐ No ☒
 
Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the Securities Exchange Act of 1934 during the preceding 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 ☒ No ☐
 
Indicate by check mark whether the registrant has submitted electronically and posted on its corporate Web site, if any, every Interactive Data File required to be submitted and posted pursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period that the registrant was required to submit and post such files). 
Yes ☒   No ☐ 
 
 
1
 
 
Indicate by check mark if disclosure of delinquent filers pursuant to Item 405 of Regulation S-K (§ 229.405 of this chapter) is not contained herein, and will not be contained, to the best of registrant’s knowledge, in definitive proxy or information  statements incorporated by reference in Part III of this Form 10-K or any amendment to this Form 10-K. ☐
 
Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, or a smaller reporting company. See the definitions of “large accelerated filer,” “accelerated filer” and “smaller reporting company” in Rule 12b-2 of the Exchange Act.
 
Large accelerated filer
 
Accelerated filer
Non-accelerated filer
(Do not check if a smaller reporting company)
Smaller reporting company
 
Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Act).
Yes ☐ No ☒
 
As of June 30, 2016, the last business day of the registrant’s most recently completed second fiscal quarter the aggregate market value of the voting and non-voting common stock held by non-affiliates of the registrant was approximately $6,774,118, based on the closing price (last sale of the day) for the registrant’s common stock on the OTC Pink marketplace on June 30, 2016 of $0.012  per share.
 
Indicate the number of shares outstanding of each of the registrant’s classes of common stock, as of the latest practicable date. As of April 13, 2017, there were 1,557,092,583 shares of the registrant’s common stock issued and outstanding.
 
Documents Incorporated By Reference: None.
 
 
 
 
 
 
 
 
 
 
 
 
2
 
 
TABLE OF CONTENTS
 
 
PART I
 
 
 ITEM 1.
BUSINESS
 5
 
 ITEM 1A.
RISK FACTORS
 15
 
 ITEM 1B.
UNRESOLVED STAFF COMMENTS
 27
 
 ITEM 2.
PROPERTIES
 27
 
 ITEM 3.
LEGAL PROCEEDINGS
 27
 
 ITEM 4.
MINE SAFETY DISCLOSURES
 27
 
 
 
 
PART II 
 
 
 ITEM 5.
MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER MATTERS AND ISSUER PURCHASES OF EQUITY SECURITIES
 27
 
 ITEM 6
SELECTED FINANCIAL DATA
 29
 
 ITEM 7.
MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS
 29
 
 ITEM 7A
QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK
 34
 
 ITEM 8.
FINANCIAL STATEMENTS AND SUPPLEMENTARY DATA
 35
 
 ITEM 9.
CHANGES IN AND DISAGREEMENTS WITH ACCOUNTANTS ON ACCOUNTING AND FINANCIAL DISCLOSURE
 36
 
 ITEM 9A.
CONTROLS AND PROCEDURES
36
 
 ITEM 9B.
OTHER INFORMATION
 37
 
 
 
 
PART III 
 
 
 ITEM 10.
DIRECTORS, EXECUTIVE OFFICERS AND CORPORATE GOVERNANCE
 37
 
 ITEM 11.
EXECUTIVE COMPENSATION
 40
 
 ITEM 12.
SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS AND MANAGEMENT AND RELATED STOCKHOLDER MATTERS
 42
 
 ITEM 13.
CERTAIN RELATIONSHIPS AND RELATED TRANSACTIONS, AND DIRECTOR INDEPENDENCE
 44
 
 ITEM 14.
PRINCIPAL ACCOUNTING FEES AND SERVICES
 46
 
 
 
 
PART IV 
 
 
 ITEM 15.
EXHIBITS, FINANCIAL STATEMENT SCHEDULES
 47
 
 
 
 
 
 SIGNATURES
 49
 
 
 
 
 
 
3
 
 
Cautionary Statement Regarding Forward-looking Information
 
This annual report on Form 10-K contains “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995. The use of words such as “anticipates,” “estimates,” “expects,” “intends,” “plans” and “believes,” among others, generally identify forward-looking statements. These forward-looking statements include, among others, statements relating to: the Company’s future financial performance, the Company’s business prospects and strategy, anticipated trends and prospects in the industries in which the Company’s businesses operate and other similar matters. These forward-looking statements are based on the Company’s management's expectations and assumptions about future events as of the date of this annual report, which are inherently subject to uncertainties, risks and changes in circumstances that are difficult to predict.
 
Actual results could differ materially from those contained in these forward-looking statements for a variety of reasons, including, among others, the risk factors set forth below. Other unknown or unpredictable factors that could also adversely affect the Company’s business, financial condition and results of operations may arise from time to time. In light of these risks and uncertainties, the forward-looking statements discussed in this annual report may not prove to be accurate. Accordingly, you should not place undue reliance on these forward-looking statements, which only reflect the views of the Company’s management as of the date of this annual report. The Company does not undertake to update these forward-looking statements
 
In this annual report on Form 10-K, unless otherwise specified, all dollar amounts are expressed in United States dollars and all references to “common shares” refer to the common shares in our capital stock.
 
An investment in our common stock involves a number of very significant risks.  You should carefully consider the following risks and uncertainties in addition to other information in this annual report on Form 10-K in evaluating our company and our business before purchasing shares of our common stock.  Our business, operating results and financial condition could be seriously harmed as a result of the occurrence of any of the following risks.  You could lose all or part of your investment due to any of these risks. You should invest in our common stock only if you can afford to lose your entire investment.
 
As used in this report, the terms “we”, “us”, “our”, “our company,” “Friendable” and “the Company” mean Friendable, Inc. unless the context clearly indicates otherwise.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
4
 
 
PART I
 
 
ITEM 1. BUSINESS
 
Corporate History
 
We were incorporated in the State of Nevada on June 5, 2007. Effective June 15, 2011, we completed a merger with our subsidiary, Titan Iron Ore Corp., a Nevada corporation, which was incorporated solely to effect a change in our name to “Titan Iron Ore Corp.”
 
As of December 31, 2013, Titan Iron Ore Corp. was a mineral exploration company. Due to our inability to raise capital to further develop mining claims and pursue mineral exploration, we decided to exit the mining business and look for other opportunities.
 
On February 3, 2014, we completed a merger with iHookup Social, Inc., a Delaware corporation (“iHookup”) pursuant to an Agreement and Plan of Merger and Reorganization (the “Merger Agreement”) dated January 31, 2014. Pursuant to the Merger Agreement, we incorporated a new subsidiary called iHookup Operations Corp, a Delaware corporation, which merged with and into iHookup, causing the subsidiary’s separate existence to cease and iHookup to become a wholly-owned subsidiary of the Company. iHookup’s stockholders exchanged all of their twelve million (12,000,000) shares of outstanding common stock for fifty million (50,000,000) shares of the Company’s newly designated Series A Preferred Stock. Each share of common stock entitles its holder to one vote on each matter submitted to the stockholders.  The holders of preferred stock are entitled to cast votes equal to the number of votes equal to the number of whole shares of common stock into which the shares of Series A Preferred Stock held by such holder are convertible. The total aggregate issued shares of Series A Preferred Stock at any given time regardless of their number shall be convertible into the number of shares of common stock which equals nine (9) times the total number of shares of common stock which are issued and outstanding at the time of any conversion, at the option of the preferred holders or until the closing of a Qualified Financing (i.e. the sale and issuance of our equity securities that results in gross proceeds in excess of $2,500,000) at one time or in the same round. As a result of the transaction, the former Friendable stockholders received a controlling interest in the Company due to the voting rights of the Series A Preferred Stock being connected to their super-majority conversion rights.
 
On April 29, 2014, FINRA approved a 20 for 1 reverse stock split whereby 937,459,274 shares of the Company’s common stock then issued and outstanding, were exchanged for 46,872,964 shares of the Company’s common stock.
 
On March 19, 2015, FINRA approved a 100 for 1 reverse stock split whereby 2,355,489,991, shares of the Company’s common stock then issued and outstanding, were exchanged for 23,554,923 shares of the Company’s common stock.
 
On October 26, 2015, the Company issued a press release announcing that FINRA had approved a change to our trading symbol for our common stock which is quoted on the OTC Pink marketplace. Effective October 27, 2015 our trading symbol was changed from “HKUP” to “FDBL”. This change was made in conjunction with the Company’s filing of a Certificate of Amendment on September 28, 2015 to its Articles of Incorporation changing the name of the Company from “iHookup Social, Inc.” to “Friendable, Inc.” The company had previously announced a re-branding our app from "iHookup Social" to "Friendable". As a result, the Company desired to change its name to match the rebranding so as to be more specific to the Company’s core values and its products/services, creating a more recognizable brand that creates less confusion.
 
Who We Are
 
 
The Company is a mobile-social technology company focused on connecting and engaging users through two distinct applications that expand beyond today’s limitations: Friendable and Fan Pass.
 
The Company’s first product is the Friendable app, a mobile social application for mobile devices where users can create one-on-one or group-style meet-ups for food, drinks, live music, or any other occasion. Since its inception in 2013, Friendable has generated more than 1 million downloads, 700,000 registered users, and 580,000 user profiles, and has been featured in popular music videos such as the 2016 hit “Ain’t Your Mama” by singer Jennifer Lopez (over 390 million views on YouTube). We seek to expand the application’s current user base while continuously updating functionalities to best enhance the user experience.
 
In 2017, the Company intends to release Fan Pass, a live streaming video application where fans can watch exclusive back-stage and uncensored video content from their favorite performing artists and celebrities. The Company is currently establishing partnerships with prominent artists including Austin Mahone, Meghan Trainor, Fetty Wap, and more. Through these celebrity partnerships, the Company believes Fan Pass will convert immense, built-in fan bases into the application’s initial viewership base, making quick and large scalability a real option.
 
 
5
 
 
ITEM 1. BUSINESS - continued
 
Mobile Applications
 
Introduction
 
 
The Friendable Mobile Application:
 
Friendable is a "friends-first" approach to making new connections. Unlike platforms like Facebook and Instagram where users post what they did in the past, Friendable is focused on living in the present and looking forward to the future:
 
Friendable is a mobile application where users can create meet-up events that can be shared to one person or multiple individuals.
Users can select which type of event they would like to create or attend, separated by categories like “Food,” “Movies,” and more.
Users with similar interests and locations will be matched together, and will then be able to chat with one another to coordinate a meet-up time and place.
Users can look up current events and send gifts to other users.
Users can friend other users to meet-up again, creating a social network of goers and adventurers.
 
As of April 2017, Friendable has been downloaded over 1 million times across iOS and Android.
 
Everything Starts with Friendship.”
 
Management believes that its Friendable app brand, feature set and over all appeal to a broad base of social user demographics will assist in the company's goal of building millions of registered users across the US and worldwide. The company's number one focus and growth metric is registered users, with users equating to valuation drivers in the current market sector of Friendable. As critical mass continues to build in terms of registered users, management believes millions of users may attract other social media giants to Friendable for potential M&A discussions, it should be noted that users have been the basis for M&A activity by such companies that have deep monetization engines that can benefit from the acquisition of users in a specific demographic.
 
 
6
 
 
ITEM 1. BUSINESS - continued
 
Friendable is a “location specific” Social platform, as well as a discovery application that facilitates communication between two or more users on a one to one meeting or “group style” event based meet ups for concerts, sporting events, coffee, movies, night out etc. The Friendable app utilizes the intelligence of GPS and location specific recommendations to provide opportunities to make new connections for the purpose of socializing, networking, dating or simply expanding existing social circles.
 
 
Brand Positioning & Demographic
 
 
 
 
 ●
Young
 
 ●
Energetic
 
 ●
Adventurous
 
 ●
Casual & Friendly
 

The app is currently available on the Apple iOS platform and in iTunes stores world-wide where Friendable offers a free version and a paid version of the app. The app is also available on the Android platform and in the Google Play Store for a FREE download. The applications also offer a “virtual currency” component, allowing users to purchase “in application” coin packs that activate virtual gifts and various additional service-based options. Friendable has recently announced a completely FREE model to assist with its user acquisition strategy as well as to test engagement/usage metrics as the company scales its user base; the FREE option is subject to change based on the company’s marketing strategies going forward.
   
The Fan Pass Live Application (Development Project)
 
Fan Pass will be an online, mobile-based, video application that the Company believes will empower artists, musicians, athletes, and celebrities to deliver live, exclusive video content to their fan bases. It will be available on both iOS and Android operating systems, and fans will be able to view content on the personal channels of their favorite stars. To access these Fan Pass channels, viewers will pay a small monthly subscription fee; additionally, fans have the option of subscribing to an individual channel for a smaller fee. Examples of content may include:
 
 
7
 
 
ITEM 1. BUSINESS - continued
  
Backstage access before, during or after an event
Recording studio sessions
Behind-the-scenes looks on music video, film, or photoshoot sets
On-set makeup or wardrobe trailers
Special interviews or one-on-one video sessions with celebrities
Daily looks into the lives of celebrities, artists, and stars
…and more VIP exclusive content
 
In addition, fans will be able to chat with other fans before, during, and after the live stream; view older, archived live videos; and subscribe to an individual broadcast instead of a channel. We believe that, especially for a large event like a music festival or concert, the option for fans to briefly purchase a broadcast or view an older broadcast increases the likelihood of added subscriptions.
 
For artists, Fan Pass will offer several levels of revenue-sharing with them and their agencies. Each artist will be asked to market their Fan Pass channel to their social followers and fans, ultimately generating subscription revenue for the Company. The revenue-sharing ecosystem is designed to help celebrities monetize their fans and followers at fairer rates compared to other video streaming applications; Fan Pass will be able to be used in conjunction with other video applications to bolster their income. Lastly, Fan Pass will offer video production and recording services for artists if they do not want to record their own streams.
 
 
“Empowering artists everywhere to deliver live, exclusive video content.”
 
Marketing
 
We market our applications utilizing a variety of online and offline marketing activities.
 
The Company believes various marketing initiatives will combine celebrity driven outreach to social media followers and fans, specialized content, digital marketing, and live event marketing to optimize market reach.
 
Fan Pass Celebrity Marketing: Celebrity partners will utilize social media, music videos, live events and existing fan marketing to market Fan Pass Live and Friendable app.
 
Friendable Event Marketing: The Friendable, Inc. marketing / business development team will market the application at live events around music video releases, concerts, private events, promotional events, and other festivities. In addition, video and photography crews will take pictures and videos at events for public relations and social media.
 
Digital Marketing: The Company will utilize digital marketing avenues such as: celebrity direct-to-fan; digital ad campaigns on social media and search engines; search engine optimization; and other digital marketing initiatives that will utilize celebrity and user generated content for maximum market reach.
 
Friendable, Inc. has ambitious plans to launch a strategic marketing plan following the company’s ability to achieve a minimum of $3 million in funding. The Company intends to utilize online and offline avenues to reach its target markets and position its applications atop the marketplace.
 
The Company will utilize online marketing channels such as Google and social media marketing, display advertising, and online publications. The Company will continually track cost of user acquisition, the lifetime value of each customer, and ROI of all marketing expenditures to reduce expenses and increase overall profit margins.
 
The Company will also utilize offline marketing tactics. While older generations may still exude a level of reluctance to forming friendships online, Millennials in particular are much more comfortable and likely to seek out new friendships online. Thus, marketing efforts will include the creation of a promotions team that will generate visibility for Friendable and Fan Pass by promoting the brand at venues and events that are popular spots for Millennials to socialize. These places will include fairs, bars, pubs, popular restaurants, concerts, and college campuses. And many of these locations will also benefit Fan Pass through cross-promotional opportunities.
 
 
8
 
 
ITEM 1. BUSINESS - continued
 
In addition, partnerships with musicians, artists, athletes, and other celebrities will be incredibly important for generating increased visibility and growing the Fan Pass viewership by tapping into the celebrity’s built-in audience base and thereby gaining viewers virally. Celebrities will also be able to market the app on their personal social media accounts.
 
The creation of a business development team that will curate the Company’s internal and external growth goals, and traditional forms of advertising such as television and radio are also key avenues for Friendable and Fan Pass. The goal of using these channels is to create a platform for the long-term success and brand awareness of both social media applications. A matrix of the Company’s planned marketing channels is listed below:
 
Marketing Initiatives
 
 
Direct Marketing
 
Strategic Partnerships
Strategic partnerships will be important for both Friendable and Fan Pass. Friendable may seek to partner with particular event venues and locales to host sponsored Friendable events that will encourage use of the application and subsequently bring business to the hosts. Examples include a bar potentially hosting a special Friendable happy hour event or a theater venue holding a special screening for app users.
 
In the end, however, strategic partnerships will prove to be even more essential for the Fan Pass brand. Fan Pass aims to partner with artists, musicians, actors, and other content creators to create exclusive content and tap into their audience bases. To do so, Fan Pass must accurately convey to each target partner the benefits of partnering with the Company. The primary benefits of partnering with Fan Pass include larger and additional amounts of revenue gained through using the app versus using competitors’ apps. Currently, notable celebrity partners to the Company have included Jennifer Lopez, Usher, Britney Spears, Austin Mahone, Fetty Wap, and more. These celebrities will also help market the Fan Pass application through social media, live events, promotions, and other occasions.
 
In addition, the Company will partner with fellow businesses – including talent agencies and big name brands - to cross-promote each other’s products or services. The Company will inform potential business partners of the mutual benefits of sponsoring Fan Pass, from product placement at live events, radio and print participation, web site placement, co-branded merchant giveaways, and access to a specific target demographic through Fan Pass’s celebrities. Current business partners include notable talent agencies.
 
Business Development Team
To better form partnerships with other companies and celebrities, Friendable and Fan Pass intends to employ an experienced business development team that focuses entirely on promotion and getting potential partners onboard. The business development team’s responsibilities include attending meetings between potential partners and creating a viable presentation that accurately and efficiently promotes the brand and value proposition. The team will also oversee the effective curation of marketing and advertising initiatives, all with the goal of implementing initiatives that are capable of delivering the maximum impact possible.
 
 
9
 
 
ITEM 1. BUSINESS - continued
 
Events and Promotions Team
Friendable and Fan Pass will host special events and promotions with the goal of increasing brand awareness and creatively presenting their many features and functions available via both platforms to the public. The Company will be able to showcase its overall mission and vision. An important step is for promoters to be sent out to wherever people are hanging out using both apps including bars, clubs, sports games, festivals, fairs, concerts, and college campuses among other possibilities. These events will include giveaways and may even feature celebrities attending. The Company will record video and take photos of their presence at these events to be used as future promotional tools.
 
Digital Marketing
 
E-mail Lists
The Company will also secure a comprehensive database of user contact information and general preferences during the application registration process. Utilizing this extensive database, Fan Pass and Friendable will be able implement a series of direct-email initiatives that will continue to engage current users, capture new customers, and drive the Company’s brand further.
 
Pay Per Click (PPC)
The Company’s market penetration strategy will include the use of paid traffic in the form of digital advertising. Digital advertising is a highly effective marketing technique, and will help the Company reach potential users, business partners, and other opportunities for its platform.
 
Friendable will advertise on Google using Google AdWords and banner advertisements on third party websites, bidding to gain higher ad placement at the top of search engine results pages.
 
Initially, the Company will study the search engine marketing terms of its competitors.
 
Friendable will then take the successful terms and use them for its own advertising.
 
As the Company learns more about its users and the life-time-value of each type of user, the Company will expand its search engine marketing to a larger selection of keywords. These keywords will include relevant phases such as “friendship apps,” “looking for friends,” “where to find friends,” and more. With regards to Fan Pass, key phrases could be, “live video,” “live streaming application,” and “live video streaming.”
 
Search Engine Optimization (SEO)
The Company will utilize resources towards implementing an aggressive Search Engine Optimization (SEO) strategy.
 
Friendable will optimize the search engine rankings for keywords related to the Friendable and Fan Pass applications.
The Company will also focus on accumulating inbound links, instituting a blog, and establishing a social media presence with the goal of achieving a higher organic Google, Bing, and Yahoo search ranking.
The organic ranking earned by the Friendable website will bring authority to the Company as a leading, established industry leader and the company responsible for the go-to apps that men and women will use in order to find friends and events around them, and that gives them the option to simultaneously stream and produce live video content.
 
The Company will be strategic in the search engine keywords it optimizes for and will specifically focus on keywords that have low ranking difficulty and have high purchase intent.
 
 
 
 
10
 
 
ITEM 1. BUSINESS - continued  
 
Social Media Marketing
Social media is one of the most affordable and personal marketing outlets available to mobile applications. Friendable will use social media outlets such as Facebook, Twitter, and Instagram to gain access to potential customers. The Company will utilize these platforms to post updates, news about upcoming events, and more.
 
Social Media Advertisements: Friendable will utilize Facebook and Instagram as a hub to introduce the Company’s brand to potential users. The Company will advertise on Facebook and Instagram on a Cost Per Install (CPI) basis. These ads will take potential users directly to the Friendable and Fan Pass app-store storefront or website.
 
Influencer Marketing: Friendable will engage with social media influencers – such as models, artists, actors, athletes and more - to promote to designated audience bases. Influencers on social media outlets like Instagram have large followings that can be easily marketed to. Friendable will work in tandem with important influencers that will broaden the Company’s market reach.
 
Social Media and Blog Posts: Posts on Friendable’s social media outlets or through the blog posts of partners will engage followers and new audiences.
 
Branding
The Fan Pass application will serve as a natural marketing tool, in the same manner as the Friendable application. Fan Pass will launch an application that will feature an engaging UI design that is both visually appealing and functional, and also capable of establishing strong brand identity.
 
Through the application, viewers can easily watch live or recorded videos, chat with other viewers, search for their favorite celebrity’s channel, and connect with other friends.
The app’s logo, color scheme, and font will be atheistically pleasing.
Navigation between each of the app’s functionalities will be seamless and quick.
Videos will be uploaded efficiently and with high quality.
 
Through these avenues, Fan Pass will create an easy-to-use live-streaming application that will generate consistent user interaction, and Friendable will continue to develop as a mobile-social platform.
 
Retargeting
Retargeting works by tracking online users who visit the Company website and continue to advertise to them through banner ads on external websites and search engines via Google AdWords and Analytics. The cost of behavioral retargeting is typically a fraction of traditional banner advertising. Assuming a conservative $5 cost per mille (CPM), Fan Pass and Friendable will show up to 10 impressions per retargeted user. This means that the Company will spend 5 cents per customer in behavioral retargeting costs, which is an affordable and effective marketing strategy.
 
Print and Media
 
Radio & Podcasts
Friendable and Fan Pass will potentially consider purchasing radio and podcast ads during broadcast hours and at stations that best target the desired audience.
 
Rather than advertising across all radio and podcast stations, costs can be minimized by advertising specifically at stations that target the youthful Millennial demographic and that consistently play musical content that is produced by artists that the Company has partnerships with.
 
Radio and podcast commercial production can be done cost-effectively, and provides flexibility to tailor the message to the right customer segment.
 
Radio also offers the opportunity to work closely with the appropriate stations to use unique promotions to build awareness and drive user acquisition.
 
Commercials
Utilizing targeted commercials that are geared specifically to be distributed online via successful channels and influencers provide Friendable with a powerful tool.
 
These commercials can be shared amongst friends if they like the content.
 
By focusing more on producing online commercials, the Company can better target consumers and not worry about network censorship, and can have more creative content such as slightly more offensive and humorous commercial campaigns. This is particularly oriented towards Fan Pass and it’s behind-the-scenes capabilities.
 
Commercials will feature Friendable and Fan Pass partnered celebrities, and other people that have used the applications.
 
 
11
 
 
ITEM 1. BUSINESS - continued
 
Print media & Other Publications
Friendable and Fan Pass will place ads in notable magazines that are popular with Millennials to promote its brand. The Company will also purchase ad space in sections of major US newspapers and relevant publications. Also, the Company will partner with online publications to increase mentions of the app throughout the blogosphere and written content space.
 
Revenue
 
The Friendable application generates revenue through advertisements on the application and sponsorships. Revenue will vary depending on the client in question.
 
The Company believes the Fan Pass application will generate revenue through five avenues:
 
advertising revenue from both live and archived videos
a monthly fee for all Fan Pass channels
an annual subscription fee for all Fan Pass channels
a one-time fee for an individual broadcast
Sales of merchandise, including t-shirts, hats, and more
 
The company's revenue model is to incorporate and derive revenue from subscription fees, in-app purchases (upgrades/coins purchased by users, using the app) as well as advertising/sponsorship, product placement and event based opportunities as user population density, overall user growth and active user sessions grow to support active page views that typically translate to various revenue streams.
 
Market Opportunity
 
Market Overview: Fan Pass
 
As the need for video streaming grows, so too, the Company believes, does the market opportunity for platforms like Fan Pass. Fan Pass will be a video streaming application that offers exclusive behind-the-scenes video access to celebrities. Consumers will pay a subscription fee to see videos of their favorite musicians at concerts, get a glimpse of their daily lives, or even interact with them. Viewings will include a look inside celebrity tour busses, rooms, private jets, and recording studio sessions, as well exclusive first interviews and back stage entry. Fan Pass aims to increase its market share and build viewership by allowing celebrities to monetize their respective fan-bases through exclusive video features.
 
 
12
 
 
ITEM 1. BUSINESS - continued
 

Intellectual Property
 
We intend, in due course, subject to legal advice, to apply for trademark, copyright and/or patent protection in the United States and other jurisdictions. We regard our intellectual property, including our software and trademark, as valuable assets and intend to vigorously defend them against infringement.  
 
While there can be no assurance that registered trademarks and copyrights will protect our proprietary information, we intend to file for protection and assert our intellectual property rights against any infringer. Although any assertion of our rights can result in a substantial cost to, and diversion of effort by, our Company, management believes that the protection of our intellectual property rights is an important part of our operating strategy.
 
Development Update
 
We had several releases approved by Apple in 2016 for each of the companies IOS applications.  In addition, we developed and launched a new version of our Friendable application for Android devices on Google Play! These applications are heavily connected to a cloud based server application. The overall server architecture and infrastructure was upgraded and the underlying code was heavily optimized and updated as well. Here is a summary of the development features that were accomplished in 2016:
 
1.
Developed semi-automated production and development environments for the friendable server code in order to manage new code pushes and auto scaling servers. This allows the Company to easily test new features in a development environment, and then push successful code to all of our production servers at the push of a button.
 
2.
Heavily optimized server code in an effort to handle large traffic spikes generated by celebrity marketing campaigns. After a small hiccup on the first celebrity event, the optimized code was successfully able to handle the much larger server loads associated with the other celebrity events without any issues.
 
3.
Several updates were completed throughout the year to all of our applications, making the them compatible with the latest IOS and Android operating system releases, bettering the user experience, and fixing bugs.
 
4.
In 2016, the Company designed and began development of its brand new application – Fan Pass Live.
 
Fan Pass Live Feature Set (currently in development):
 
1. Broadcasting
Description
A broadcaster can utilize the app to create a live video stream that their subscribers can
access. A user will be granted broadcast privileges by Friendable through a backend
admin system. Once a user is given broadcast privileges they will receive a notification
through the mobile app, and the broadcast UI features will be enabled. The Friendable
admin team can grant or remove broadcasting privileges for any user at any time.
 
2. Child Broadcasters
Description
Child Broadcasters are a special subclass of broadcaster with limited broadcasting
privileges. A user can be designated as a child broadcaster of another full-privilege
broadcaster. A child broadcaster can only broadcast when their parent has started a
broadcast. Their broadcast will show up as a subview of the parent’s broadcast.
 
3. Viewing
 
Description
Viewing content is the primary action of general users on the platform. A viewer will be
able to subscribe to broadcasters to watch their videos. Secondary actions of the viewer
will be engagement by liking content and participating in chat during a live broadcast.
 
 
13
 
 
ITEM 1. BUSINESS - continued
 

4. Subscription
Description
Users can subscribe to their favorite Broadcaster’s (Artist’s) channel where, for a fee they
can view all live and archived broadcasts.
 
5. Single Video Purchase
 
Description
Users can purchase specific broadcasts from a Broadcaster’s (Artist’s) channel if they are
not subscribed already.
6. Chat
Description
Viewers can participate in a public chat room of other viewers who are watching the
same live broadcast as them. The broadcaster can view what they have been saying to
one another, but cannot chat, rather they are expected to reply directly through their
video. A user is also able to flag other users and/or block them from their feed.
 
7. Home
 
8. Search
 
9. User Account & Settings
 
Viewer Dashboard
Dashboard displays an easy way for the user to access the Channels, Search, and
Settings sections. In the Discovery listings the user will quickly be able to see who is
currently Live and who has scheduled an Upcoming broadcast. When a user selects a
broadcast that they haven’t purchased a subscription to they will see the Channel Details
screen. If the user has subscribed to a channel and they select their broadcast, they will
be taken to the Watch Broadcast screen. In the Search section, the user is able to search
for a specific channel. In the search results they will be able to see a list of channels of
which they can look into their details. In the user’s Settings screen, they are able to
access their Profile, Inbox, where data is being pulled from and an option to Logout.
 
Employees and Key Consultants
 
The Company has three full time employees, one part time employee and a variety of partners that serve in various consulting capacities based on the Company’s specific needs.
 
Available information
 
Our website address is www.friendable.com. We do not intend our website address to be an active link or to otherwise incorporate by reference the contents of the website into this Report. The public may read and copy any materials the Company files with the U.S. Securities and Exchange Commission (the “SEC”) at the SEC’s Public Reference Room at 100 F Street, NE, Washington, DC 20549. The public may obtain information on the operation of the Public Reference Room by calling the SEC at 1-800-SEC-0030. The SEC maintains an Internet website (http://www.sec.gov) that contains reports, proxy and information statements and other information regarding issuers that file electronically with the SEC.
 
 
 
14
 
 
ITEM 1A. RISK FACTORS
 
RISK FACTORS
 
You should carefully consider the risks described below, together with all of the other information included in this annual report in considering our business and prospects. The risks and uncertainties below may not be the only ones the Company faces. Additional risks and uncertainties not presently known to us or that we currently deem immaterial also may impair our business operations. If any of these risks actually occur, or others not specified below, the business, financial condition, operating results and prospects of the Company could be materially and adversely affected.
 
 
Risks Related to Our Business and Industry
 
Our success depends upon the continued growth and acceptance of online/mobile advertising, particularly paid listings, as an effective alternative to traditional, offline advertising and the continued commercial use of the internet.
 
Many advertisers still have limited experience with mobile advertising and may continue to devote significant portions of their advertising budgets to traditional offline advertising media. Accordingly, we continue to compete with traditional advertising media, including television, radio and print, in addition to a multitude of websites with high levels of traffic and mobile advertising networks, for a share of available advertising expenditures and expect to face continued competition as more emerging media and traditional offline media companies enter the online and mobile advertising markets. We believe that the continued growth and continued acceptance of mobile advertising generally will depend, to a large extent, on its perceived effectiveness and the acceptance of related advertising models (particularly in the case of models that incorporate user targeting and/or utilize mobile devices), the continued growth in commercial use of the internet (particularly abroad) and smart devices, the extent to which web/mobile browsers, software programs and/or mobile applications that limit or prevent advertising from being displayed become commonplace and the extent to which the industry is able to effectively manage click fraud. Any lack of growth in the market for mobile advertising, particularly for paid listings, or any decrease in the effectiveness and value of mobile advertising (whether due to the passage of laws requiring additional disclosure and/or opt-in policies for advertising that incorporates user targeting or other developments) would have an adverse effect on our business, financial condition and results of operations.
   
We depend, in part, upon arrangements with third parties to drive traffic to our various websites and distribute our products and services.
 
We engage in a variety of activities, such as search engine optimization and application search optimization, designed to attract traffic to our application and convert visitors into repeat users and customers. How successful we are in these efforts depends, in part, upon our continued ability to enter into arrangements with third parties to drive traffic to our application, as well as the continued introduction of new and enhanced features, products and services that resonate with users and customers generally.
 
In addition, we have entered into a number of arrangements with third parties to promote and deliver mobile advertising to various social networks or mobile channels. Pursuant to these arrangements, third parties generally promote our application on various mobile applications, their websites or through e-mail campaigns and we either pay on a cost per impression basis (i.e. cost per view) or a fixed fee when visitors to these websites click through to or download our application. These arrangements are generally not exclusive, are short-term in nature and are generally terminable by either party given notice. If existing arrangements with third parties are terminated (or are not renewed upon their expiration) and we fail to replace this traffic and related revenues, or if we are unable to enter into new arrangements with existing and/or new third parties in response to industry trends, our business, financial condition and results of operations could be adversely affected.
 
Even if we succeed in driving traffic to our application, we may not be able to convert this traffic or otherwise retain users unless we continue to provide quality products and services. We may not be able to adapt quickly and/or in cost-effective manner to frequent changes in user and customer preferences, which can be difficult to predict, or appropriately time the introduction of enhancements and/or new products or services to the market. Our inability to provide quality products and services would adversely affect user and customer experiences, which would result in decreases in users, customers and revenues, which would adversely affect our business, financial condition and results of operations.
 
As discussed below, our traffic building and conversion initiatives also involve the expenditure of considerable sums for marketing, as well as for the development and introduction of new products, services and enhancements, infrastructure and other related efforts.
 
Marketing efforts designed to drive traffic to our various websites may not be successful or cost-effective.
 
Traffic building and conversion initiatives involve considerable expenditures for online, mobile and offline advertising and marketing. We plan to make significant expenditures for online and mobile display advertising, event-based marketing and traditional offline advertising in connection with these initiatives, which may not be successful or cost-effective.  In the case of paid advertising generally, the policies of sellers and publishers of advertising may limit our ability to purchase certain types of advertising or advertise some of our products and services, which could affect our ability to compete effectively and, in turn, adversely affect our business, financial condition and results of operations.
 
 
15
 
 
ITEM 1A. RISK FACTORS - continued
 
In addition, search engines have increasingly expanded their offerings into other, non-search related categories, and have in certain instances displayed their own integrated or related product and service offerings in a more prominent manner than those of third parties within their search engine results. Continued expansion and competition from search engines could result in a substantial decrease in traffic to our various websites, as well as increased costs if we were to replace free traffic with paid traffic, which would adversely affect our business, financial condition and results of operations.
 
Lastly, as discussed above, we also have and will enter into various arrangements with third parties in an effort to increase traffic, which arrangements are generally more cost-effective than traditional marketing efforts. If we are unable to renew existing (and enter into new) arrangements of this nature, sales and marketing costs as a percentage of revenue would increase over the long-term.
 
Any failure to attract and acquire new, and retain existing, traffic, users and customers in a cost-effective manner could adversely affect our business, financial condition and results of operations.
 
We rely in part on application marketplaces and Internet search engines to drive traffic to our products and services, and if we fail to appear high up in the search results or rankings, traffic to our platform could decline and our business and operating results could be adversely affected.
 
We rely on application marketplaces, such as Apple’s App Store, to drive downloads of our mobile applications. In the future, Apple or other operators of application marketplaces may make changes to their marketplaces which may make access to our products and services more difficult. Our rankings in Apple’s App Store may also drop based on the following factors:
 
 
the size and diversity of our registered member and subscriber bases relative to those of our competitors;
 
 
the functionality of our application and the attractiveness of their features and our services and offerings generally to consumers relative to those of our competitors;
 
 
how quickly we can enhance our existing technology and services and/or develop new features and localized opportunities and venue based monetization opportunities in response to:
 
 
new, emerging and rapidly changing technologies;
 
 
the introduction of product and service offerings by our competitors;
 
 
changes in consumer requirements and trends in the single community relative to our competitors; and
 
 
our ability to engage in cost-effective marketing efforts, including by way of maintaining  relationships with third parties with which we have entered into alliances, and the recognition and strength of our various brands relative to those of our competitors.
 
Our estimated income taxes could be materially different from income taxes that we ultimately pay.
 
We are subject to income taxes in the United States. Significant judgment and estimation is required in determining our provision for income taxes and related matters. In the ordinary course of our business, there are many transactions and calculations where the ultimate tax determinations are uncertain or otherwise subject to interpretation. Our determination of our income tax liability is always subject to review by applicable tax authorities and we are currently subject to audits in a number of jurisdictions. Although we believe our income tax estimates and related determinations are reasonable and appropriate, relevant taxing authorities may disagree. The ultimate outcome of any such audits and reviews could be materially different from estimates and determinations reflected in our historical income tax provisions and accruals. Any adverse outcome of any such audit or review could have an adverse effect on our financial condition and results of operations.
 
A variety of new laws, or new interpretations of existing laws, could subject us to claims or otherwise harm our business.
 
We are subject to a variety of laws in the U.S. and abroad that are costly to comply with, can result in negative publicity and diversion of management time and effort and can subject us to claims or other remedies.  Some of these laws, such as income, sales, use, value-added and other tax laws and consumer protection laws, are applicable to businesses generally and others are unique to the various types of businesses in which we are engaged.  Many of these laws were adopted prior to the advent of the internet and related technologies and, as a result, do not contemplate or address the unique issues of the internet and related technologies.  Laws that do reference the internet are being interpreted by the courts, but their applicability and scope remain uncertain. 
 
For example, through our various businesses we post and link to third party content, including third party advertisements, links and websites, as well as content submitted by users, such as comments, photographs and videos. We could be subject to liability for posting or linking to third party content, and while we generally require third parties to indemnify us for related claims, we may not be able to enforce our indemnification rights. Some laws, including the Communications Decency Act, or CDA, and the Digital Millennium Copyright Act, or DMCA, limit our liability for posting or linking to third party content. For example, the DMCA generally protects online service providers from claims of copyright infringement based on use of third party content, so long as certain statutory requirements are satisfied. However, the scope and applicability of the DMCA are subject to judicial interpretation and, as such, remain uncertain, and the U.S. Congress may enact legislation limiting the protections afforded by the DMCA to online service providers. Moreover, similar protections may not exist in other jurisdictions in which our products are used. As a result, claims could be threatened and filed under both U.S. and foreign laws based upon use of third party content asserting, among other things, defamation, invasion of privacy or right or publicity, copyright infringement or trademark infringement.
 
 
16
 
 
ITEM 1A. RISK FACTORS - continued 
 
Any failure on our part to comply with applicable laws may subject us to additional liabilities, which could adversely affect our business, financial condition and results of operations.  In addition, if the laws to which we are currently subject are amended or interpreted adversely to our interests, or if new adverse laws are adopted, our products and services might need to be modified to comply with such laws, which would increase our costs and could result in decreased demand for our products and services to the extent that we pass on such costs to our customers.  Specifically, in the case of tax laws, positions that we have taken or will take are subject to interpretation by the relevant taxing authorities. While we believe that the positions we have taken to date comply with applicable law, there can be no assurances that the relevant taxing authorities will not take a contrary position, and if so, that such positions will not adversely affect us. Any events of this nature could adversely affect our business, financial condition and results of operations.
 
We may fail to adequately protect our intellectual property rights or may be accused of infringing the intellectual property rights of third parties.
 
We regard our intellectual property rights, including trademarks, domain names, trade secrets, copyrights and other similar intellectual property, as critical to our success.  For example, we currently rely heavily on the trademark “iHookup” to market our product and seek to build and maintain brand loyalty and recognition. We intend, in due course, subject to legal advice, to apply for trademark, copyright and/or patent protection in the United States and other jurisdictions. We regard our intellectual property, including our software and trademark, as valuable assets and intend to vigorously defend them against infringement.  Effective trademark protection may not be available or may not be sought in every country in which products and services are made available and contractual disputes may affect the use of marks governed by private contract.  We have reserved and registered certain domain names, however not every variation of a domain name may be available or be registered, even if available.
 
While there can be no assurance that registered trademarks and copyrights will protect our proprietary information, we intend to assert our intellectual property rights against any infringer. Although any assertion of our rights can result in a substantial cost to, and diversion of effort by, our Company, management believes that the protection of our intellectual property rights is a key component of our operating strategy.
 
Our application also relies upon trade secrets and certain copyrightable and patentable proprietary technologies relating to its software and related features, products and services.
 
We will rely on a combination of laws and contractual restrictions with employees, customers, suppliers, affiliates and others to establish and protect our various intellectual property rights.  For example, we plan to apply to register and renew, or secure by contract where appropriate, trademarks and service marks as they are developed and used, and continue to reserve, register and renew domain names as we deem appropriate. 
 
We also plan to apply for copyrights and patents or for other similar statutory protections as we deem appropriate, based on then current facts and circumstances.  No assurances can be given that any copyright or patent application we file will result in a copyright or patent being issued, or that any future copyright or patent will afford adequate protection against competitors and similar technologies.  In addition, no assurances can be given that third parties will not create new products or methods that achieve similar results without infringing upon copyrights or patents we may own in the future.
 
Despite these measures, our intellectual property rights may still not be protected in a meaningful manner, challenges to contractual rights could arise or third parties could copy or otherwise obtain and use our intellectual property without authorization.  The occurrence of any of these events could result in the erosion of our brands and limitations on our ability to control marketing on or through the internet using our various domain names, as well as impede our ability to effectively compete against competitors with similar technologies, any of which could adversely affect our business, financial conditions and results of operations.
 
From time to time, we may be subject to legal proceedings and claims in the ordinary course of business, including claims of alleged infringement of trademarks, copyrights, patents and other intellectual property rights held by third parties.  In addition, litigation may be necessary in the future to enforce our intellectual property rights, protect our trade secrets or to determine the validity and scope of proprietary rights claimed by others.  Any litigation of this nature, regardless of outcome or merit, could result in substantial costs and diversion of management and technical resources, any of which could adversely affect our business, financial condition and results of operations.  Patent litigation tends to be particularly protracted and expensive.
 
If we fail to grow our user base, or if user engagement or ad engagement on the platform declines, the revenue, business and operating results may be harmed.
 
 
17
 
 
ITEM 1A. RISK FACTORS - continued
 
The size of the user base and the users’ level of engagement are critical to our success. The financial performance has been and will continue to be significantly determined by success in growing the number of users and increasing their overall level of engagement on the platform as well as the number of ad engagements. We generate a substantial majority of our revenue based upon the number of downloads, migration to subscription accounts and engagement by the users with the ads that we display. If people do not perceive the services to be useful, reliable and trustworthy, we may not be able to attract users or increase the frequency of their engagement with the platform and the ads that we display. There is no guarantee that we will be successful in attracting more users or not suffer erosion of the user base or engagement levels. A number of factors could potentially negatively affect user growth and engagement, including if:
 
 
users engage with other products, services or activities as an alternative;
 
 
influential users, such as celebrities, athletes, journalists and brands or certain age demographics conclude that an alternative product or service is more relevant;
 
 
we are unable to convince potential new users of the value and usefulness of its products and services;
 
 
there is a decrease in the perceived quality of the content generated by our platform;
 
 
we fail to introduce new and improved products or services or if we introduce new or improved products or services that are not favorably received or that negatively affect user engagement;
 
 
technical or other problems prevent us  from delivering our products or services in a rapid and reliable manner or otherwise affect the user experience;
 
 
we are unable to present users with content that is interesting, useful and relevant to them;
 
 
users believe that their experience is diminished as a result of the decisions we make with respect to the frequency, relevance and prominence of ads that we display;
 
 
there are user concerns related to privacy and communication, safety, security or other factors;
 
 
we become subject to hostile or inappropriate usage on our platform;
 
 
there are adverse changes in our products or services that are mandated by, or that we elect to make to address, legislation, regulatory authorities or litigation, including settlements or consent decrees;
 
 
we fail to provide adequate customer service to users; or
 
 
we do not maintain our brand image or its reputation is damaged.
 
If users do not continue to download and use our application and their engagement is not valuable to other users, we may experience a decline in the number of users accessing the products and services and user engagement, which could result in the loss of advertisers and revenue.
 
Our success depends on our ability to provide users with valuable content, which in turn depends on the profile descriptions and use of the app by others. We believe that one of our competitive advantages is the quality, quantity and real-time nature of the content on iHookup, and that access to unique or real-time content is one of the main reasons users visit us. We seek to foster a broad and engaged user community, and we encourage celebrities, athletes, and others to use our products and services to meet people and form relationships. If users do not continue to contribute profiles and we are unable to provide users with valuable and timely content or other people to engage with, our user base and user engagement may decline. Additionally, if we are not able to address user concerns regarding the safety and security of our products and services or if we are unable to successfully prevent abusive or other hostile behavior on the platform, the size of the user base and user engagement may decline.
 
If we are unable to compete effectively for users and advertiser spend, the business and operating results could be harmed.
 
Competition for users of its products and services is intense. Although we have developed a new platform for public self-expression and meeting people in real time, we face strong competition in this business. We compete against many companies to attract and engage users, including companies which have greater financial resources and substantially larger user bases, such as eHarmony, Match.com and others which offer a variety of Internet and mobile device-based products, services and content. As a result, competitors may acquire and engage users at the expense of the growth or engagement of our user base, which would negatively affect the business.
 
We believe that our ability to compete effectively for users depends upon many factors both within and beyond our control, including:
 
 
18
 
 
ITEM 1A. RISK FACTORS - continued 
 
 
the popularity, usefulness, ease of use, performance and reliability of our products and services compared to those of our competitors;
 
 
the amount, quality and timeliness of content generated by our users;
 
 
the timing and market acceptance of our products and services;
 
 
the adoption of our products and services internationally;
 
 
its ability, and the ability of our competitors, to develop new products and services and enhancements to existing products and services;
 
 
the frequency and relative prominence of the ads displayed by us or our competitors;
 
 
our ability to establish and maintain relationships with platform partners that integrate with our platform;
 
 
changes mandated by, or that we elect to make to address, legislation, regulatory authorities or litigation, including settlements and consent decrees, some of which may have a disproportionate effect on us;
 
 
government action regulating competition;
 
 
our ability to attract, retain and motivate talented employees, particularly engineers, designers and product managers;
 
 
acquisitions or consolidation within our industry, which may result in more formidable competitors; and
 
 
our reputation and the brand strength relative to our competitors.
 
We also face significant competition for advertiser spend. We compete against online and mobile businesses, including those referenced above, and traditional media outlets, such as television, radio and print, for advertising budgets. In order to grow our revenue and improve our operating results, we must increase our share of spending on advertising relative to our competitors, many of which are larger companies that offer more traditional and widely accepted advertising products. In addition, some of our larger competitors have substantially broader product or service offerings and leverage their relationships based on other products or services to gain additional share of advertising budgets.
 
We believe that our ability to compete effectively for advertiser spend depends upon many factors both within and beyond our control, including:
 
 
the size and composition of our user base relative to those of our competitors;
 
 
our ad targeting capabilities, and those of our competitors;
 
 
the timing and market acceptance of our advertising services, and those of our competitors;
 
 
our marketing and selling efforts, and those of our competitors;
 
 
the pricing for our products relative to the advertising products and services of our competitors;
 
 
the return our advertisers receive from their advertising services, compared to those of our competitors; and
 
 
our reputation and the strength of our brand relative to our competitors.
 
If we are not able to compete effectively for users and advertiser spend our business and operating results would be materially and adversely affected.
 
User growth and engagement depend upon effective interoperation with operating systems, networks, and devices, that we do not control.
 
We are dependent on the interoperability of our products and services with popular devices, and mobile operating systems that we do not control. Any changes in such systems or devices that degrade the functionality of our products and services or give preferential treatment to competitive products or services could adversely affect usage of our products and services. Further, if the number of platforms for which we develop our product expands, it will result in an increase in our operating expenses. In order to deliver high quality products and services, it is important that our products and services work with a range of operating systems and devices that we do not control. In addition, because our users access our products and services through mobile devices, we are particularly dependent on the interoperability of our products and services with mobile devices and operating systems. We may not be successful in developing or maintaining relationships with key participants in the mobile industry or in developing products or services that operate effectively with these operating systems and devices. In the event that it is difficult for our users to access and use our products and services on their mobile devices, our user growth and engagement could be harmed, and our business and operating results could be adversely affected.
 
 
19
 
 
ITEM 1A. RISK FACTORS - continued 
 
We have a limited operating history in a new and unproven market for our platform, which makes it difficult to evaluate our future prospects and may increase the risk that we will not be successful.
 
We have developed a mobile app for public self-expression and meeting people in real time, and the market for our products and services is relatively new and may not develop as expected, if at all. People who are not our users may not understand the value of our products and services and new users may initially find our products confusing.  Convincing potential new users of the value of our products and services is critical to increasing our user base and to the success of our business
 
We have a limited operating history, and only began to generate revenue in 2013 which makes it difficult to effectively assess our future prospects or forecast future results. We encounter or may encounter many risks in this developing and rapidly evolving market. These risks and challenges include its ability to, among other things:
 
 
increase its number of users and user engagement;
 
 
successfully expand our business;
 
 
develop a reliable, scalable, secure, high-performance technology infrastructure that can efficiently handle increased usage;
 
 
convince advertisers of the benefits of our products compared to alternative forms of advertising;
 
 
develop and deploy new features, products and services;
 
 
successfully compete with other companies, some of which have substantially greater resources and market power than us, that are currently in, or may in the future enter, its industry, or duplicate the features of our products and services;
 
 
attract, retain and motivate talented employees, particularly engineers, designers and product managers;
 
 
process, store, protect and use personal data in compliance with governmental regulations, contractual obligations and other obligations related to privacy and security;
 
 
continue to earn and preserve its users’ trust, including with respect to their private personal information; and
 
 
defending ourselves against litigation, regulatory, intellectual property, privacy or other claims.
 
If we fail to educate potential users and potential advertisers about the value of our products and services, if the market for our platform does not develop as we expect or if we fail to address the needs of this market, our business will be harmed. We may not be able to successfully address these risks and challenges or other unforeseen risks and challenges. Failure to adequately address these risks and challenges could harm our business and cause our operating results to suffer.
 
Our business depends on the continued and unimpeded access to our products and services on mobile devices by our users and advertisers. If we or our users experience disruptions in service or if mobile service providers are able to block, degrade or charge for access to our products and services, we could incur additional expenses and the loss of users and advertisers.
 
We depend on the ability of our users and advertisers to access mobile devices. Currently, this access is provided by companies that have significant market power in the broadband and telecommunications access marketplace, including incumbent telephone companies, cable companies, mobile communications companies, government-owned service providers, device manufacturers and operating system providers, any of whom could take actions that degrade, disrupt or increase the cost of user access to our products or services, which would, in turn, negatively impact our business.  We also rely on other companies to maintain reliable communications network systems that provide adequate speed, data capacity and security to us and our users. As the number of mobile device users continues to grow, frequency of use and amount of data transmitted, the communications infrastructure that we and our users rely on may be unable to support the demands placed upon it. The failure of the mobile communications infrastructure that we and/or our users rely on, even for a short period of time, could undermine our operations and harm our operating results.
 
Abusive activities by certain users could diminish the user experience on our platform, which could damage our reputation and deter our current and potential users from using our products and services.
 
 
20
 
 
ITEM 1A. RISK FACTORS - continued 
 
There are a range of abusive activities that are prohibited by the our terms of service and are generally defined as unsolicited, repeated actions that negatively impact other users with the general goal of drawing user attention to a given person, account, site, product or idea. This includes posting large numbers of unsolicited mentions of a user, duplicate outlets, misleading links (e.g., to malware or click-jacking pages) or other false or misleading content, and aggressively following and un-following accounts, adding users to lists, sending invitations to inappropriately attract attention. Our terms of service also prohibit the creation of serial or bulk accounts, both manually or using automation, for disruptive or abusive purposes.  Although we continue to invest resources to reduce spam and other abusive behavior, we expect spammers and abusers will continue to seek ways to act inappropriately on our platform.  We will continuously combat spam and other abusive behaviors, including by suspending or terminating accounts we believe to be spammers and launching algorithmic changes focused on curbing abusive activities. Combatting spam and other abusive behaviors require the diversion of significant time and focus of our engineering team from improving our products and services. If spam or abusive behavior increase, this could hurt our reputation for delivering relevant content or reduce user growth and user engagement and result in continuing operational cost to us.
 
If we fail to effectively manage our growth, our business and operating results could be harmed.
 
If we experience rapid growth in our headcount and operations, it will place significant demands on our management, operational and financial infrastructure. We intend to continue to make substantial investments to expand our operations, research and development, sales and marketing and general and administrative organizations. We face significant competition for employees, particularly engineers, designers and product managers, from other Internet and high-growth companies, which include both publicly-traded and privately-held companies, and we may not be able to hire new employees quickly enough to meet our needs. To attract highly skilled personnel, we will need to continue to offer, highly competitive compensation packages. As we continue to grow, we are subject to the risks of over-hiring, over-compensating our employees and over-expanding our operating infrastructure, and to the challenges of integrating, developing and motivating a rapidly growing employee base.  If we fail to effectively manage our hiring needs and successfully integrate new hires, our efficiency and ability to meet our forecasts and our employee morale, productivity and retention could suffer, and our business and operating results could be adversely affected.
 
Our business and operating results may be harmed by a disruption in our service, or by our failure to timely and effectively scale and adapt our existing technology and infrastructure.
 
One of the reasons people use our platform is for real-time information and personal contact. We may, in the future, experience service disruptions, outages and other performance problems due to a variety of factors, including infrastructure changes, human or software errors, hardware failure, capacity constraints due to an overwhelming number of people accessing our products and services simultaneously, computer viruses and denial of service or fraud or security attacks. Although we are investing significantly to improve the capacity, capability and reliability of our infrastructure, we are not currently serving traffic equally through the data centers that support our platform. Accordingly, in the event of a significant issue at the data center supporting most of our network traffic, some of our products and services may become inaccessible to the public or the public may experience difficulties accessing our products and services.  Any disruption or failure in our infrastructure could hinder our ability to handle existing or increased traffic on our platform, which could significantly harm our business.
 
As the number of our users increases and our users generate more content, including photos and videos hosted by us, we may be required to expand and adapt our technology and infrastructure to continue to reliably store, serve and analyze this content. It may become increasingly difficult to maintain and improve the performance of our products and services, especially during peak usage times, as our products and services become more complex and our user traffic increases. This would negatively impact our ability to attract users and advertisers and increase engagement of our users. We expect to continue to make significant investments to maintain and improve the capacity, capability and reliability of our infrastructure. To the extent that we do not effectively address capacity constraints, upgrade our systems as needed and continually develop our technology and infrastructure to accommodate actual and anticipated changes in technology, our business and operating results may be harmed.
 
If we are unable to maintain and promote our brand, our business and operating results may be harmed.
 
We believe that maintaining and promoting our brand is critical to expanding our base of users and advertisers. Maintaining and promoting our brand will depend largely on our ability to continue to provide useful, reliable and innovative products and services, which we may not do successfully. We may introduce new features, products, services or terms of service that users, platform partners or advertisers do not like, which may negatively affect our brand. Additionally, the actions of platform partners may affect our brand if users do not have a positive experience using third-party applications. Our brand may also be negatively affected by the actions of users that are hostile or inappropriate to other people, by users impersonating other people, by users identified as spam, by users introducing excessive amounts of spam on its platform or by third parties obtaining control over users’ accounts. Maintaining and enhancing our brand may require iHookup to make substantial investments and these investments may not achieve the desired goals. If we fail to successfully promote and maintain our brand or if we incur excessive expenses in this effort, our business and operating results could be adversely affected.
 
Negative publicity could adversely affect our business and operating results.
 
Negative publicity about us, including about our product quality and reliability, changes to our products and services, privacy and security practices, litigation, regulatory activity, the actions of our users or user experience with our products and services, even if inaccurate, could adversely affect our reputation and the confidence in and the use of our products and services. For example, service outages could result in widespread media reports. Such negative publicity could also have an adverse effect on the size, engagement and loyalty of our user base and result in decreased revenue, which could adversely affect our business and operating results.
 
We focus on product innovation and user engagement rather than short-term operating results.
 
 
21
 
 
ITEM 1A. RISK FACTORS - continued 
 
We encourage employees to quickly develop and help us launch new and innovative features. We focus on improving the user experience for our products and services and on developing new and improved products and services for the advertisers on our platform. We prioritize innovation and the experience for users and advertisers on our platform over short-term operating results. We may make product and service decisions that may reduce our short-term operating results if we believe that the decisions are consistent with its goals to improve the user experience and performance for advertisers, which we believe will improve our operating results over the long term. These decisions may not be consistent with the short-term expectations and may not produce the long-term benefits that we expect, in which case our user growth and user engagement, our relationships with advertisers and our business and operating results could be harmed. In addition, our focus on the user experience may negatively impact our relationships with existing or prospective advertisers. This could result in a loss of advertisers, which could harm our revenue and operating results.
 
Our products and services may contain undetected software errors, which could harm our business and operating results.
 
Our products and services incorporate complex software and we encourage our employees to quickly develop and help us launch new and innovative features. Our software may now or in the future contain, errors, bugs or vulnerabilities. Some errors in the software code may only be discovered after the product or service has been released. Any errors, bugs or vulnerabilities discovered in our code after release could result in damage to our reputation, loss of users, loss of platform partners, loss of advertisers or advertising revenue or liability for damages, any of which could adversely affect our business and operating results.
 
Our business is subject to complex and evolving U.S. laws and regulations. These laws and regulations are subject to change and uncertain interpretation, and could result in claims, changes to its business practices, monetary penalties, increased cost of operations or declines in user growth, user engagement or ad engagement, or otherwise harm our business.
 
We are subject to a variety of laws and regulations in the United States that involve matters central to our business, including privacy, rights of publicity, data protection, content regulation, intellectual property, competition, protection of minors, consumer protection and taxation. Many of these laws and regulations are still evolving and being tested in courts and could be interpreted or applied in ways that could harm our business, particularly in the new and rapidly evolving industry in which we operate. The introduction of new products or services may subject us to additional laws and regulations. There have been a number of recent legislative proposals in the United States, at both the federal and state level, that would impose new obligations in areas such as privacy. The U.S. government, including the Federal Trade Commission, or the FTC, and the Department of Commerce, has announced that it is reviewing the need for greater regulation for the collection of information concerning user behavior on the Internet and over mobile devices, including regulation aimed at restricting certain tracking and targeted advertising practices.
 
Additionally, recent amendments to U.S. patent laws may affect the ability of companies to protect their innovations and defend against claims of patent infringement. Having personal information may subject us to additional regulation. Further, it is difficult to predict how existing laws and regulations will be applied to its business and the new laws and regulations to which we may become subject, and it is possible that they may be interpreted and applied in a manner that is inconsistent with our practices. These existing and proposed laws and regulations can be costly to comply with and can delay or impede the development of new products and services, result in negative publicity, significantly increase our operating costs, require significant time and attention of management and technical personnel and subject us to inquiries or investigations, claims or other remedies, including fines or demands that we modify or cease existing business practices.
 
Even though our platform is for public self-expression conversation and personal interaction, user trust regarding privacy is important to the growth of users and the increase in user engagement on our platform, and privacy concerns relating to our products and services could damage our reputation and deter current and potential users and advertisers from using our products and services.
 
From time to time, concerns have been expressed by governments, regulators and others about whether mobile products, services or practices compromise the privacy of users and others. Concerns about, governmental or regulatory actions involving practices with regard to the collection, use, disclosure or security of personal information or other privacy-related matters, even if unfounded, could damage our reputation, cause us to lose users and advertisers and adversely affect our operating results. While we will strive to comply with applicable data protection laws and regulations, as we strive to comply with our own posted privacy policies and other obligations we may have with respect to privacy and data protection, the failure or perceived failure to comply may result, in inquiries and other proceedings or actions against us  by governments, regulators or others. These inquiries could result in negative publicity and damage to our reputation and brand, each of which could cause us to lose users and advertisers, which could have an adverse effect on our business.
 
Any systems failure or compromise of our security that results in the unauthorized access to or release of our users’ or advertisers’ data could significantly limit the adoption of our products and services and cause harm to our reputation and brand and, therefore, our business. We expect to continue to expend significant resources to protect against security breaches. The risk that these types of events could seriously harm our business is likely to increase as we expand the number of products and services we offer, increase the size of our user base and operate in other countries.
 
 
22
 
 
ITEM 1A. RISK FACTORS - continued 
 
If our security measures are breached, or if our products and services are subject to attacks that degrade or deny the ability of users to access our products and services, our products and services may be perceived as not being secure, users and advertisers may curtail or stop using our products and services and our business and operating results could be harmed.
 
Our products and services involve the storage and transmission of users’ and advertisers’ information, and security breaches expose us to a risk of loss of this information, litigation and potential liability. We may experience cyber-attacks of varying degrees, and as a result, unauthorized parties may obtain, and may in the future obtain, access to its data or its users’ or advertisers’ data.  Our security measures may also be breached due to employee error, malfeasance or otherwise. Additionally, outside parties may attempt to fraudulently induce employees, users or advertisers to disclose sensitive information in order to gain access to our data or our users’ or advertisers’ data or accounts, or may otherwise obtain access to such data or accounts. Since our users and advertisers may use their accounts to establish and maintain online identities, unauthorized communications from our accounts that have been compromised may damage their reputations. Any such breach or unauthorized access could result in significant legal and financial exposure, damage to our reputation and a loss of confidence in the security of our products and services that could have an adverse effect on our business and operating results. Because the techniques used to obtain unauthorized access, disable or degrade service or sabotage systems change frequently and often are not recognized until launched against a target, we may be unable to anticipate these techniques or to implement adequate preventative measures. If an actual or perceived breach of security occurs, the market perception of the effectiveness of our security measures could be harmed, we could lose users and advertisers and we may incur significant legal and financial exposure, including legal claims and regulatory fines and penalties. Any of these actions could have a material and adverse effect on our business, reputation and operating results.
 
We depend on highly skilled personnel to grow and operate our business, and if we are unable to hire, retain and motivate its personnel, we may not be able to grow effectively.
 
Our future success will depend upon our continued ability to identify, hire, develop, motivate and retain highly skilled personnel, including senior management, engineers, designers and product managers. Our ability to execute efficiently is dependent upon contributions from our employees, in particular our senior management team.  We do not maintain key person life insurance for any employee. In addition, from time to time, there may be changes in our senior management team that may be disruptive to our business. If our senior management team, including any new hires that we may make, fails to work together effectively and to execute our plans and strategies on a timely basis, our business could be harmed. Our growth strategy also depends on our ability to expand our organization with highly skilled personnel. Identifying, recruiting, training and integrating qualified individuals will require significant time, expense and attention.  Competition for highly skilled personnel is intense, particularly in the San Francisco Bay Area, where our headquarters is located. We may need to invest significant amounts of cash and equity to attract and retain new employees and we may never realize returns on these investments. If we are not able to effectively add and retain employees, our ability to achieve our strategic objectives will be adversely impacted, and our business will be harmed.
 
Our business is subject to the risks of earthquakes, fire, power outages, floods and other catastrophic events, and to interruption by man-made problems such as terrorism.
 
A significant natural disaster, such as an earthquake, fire, flood or significant power outage could have a material adverse impact on our business, operating results, and financial condition. Our headquarters is located in the San Francisco Bay Area, a region known for seismic activity. Despite any precautions we may take, the occurrence of a natural disaster or other unanticipated problems at our data centers could result in lengthy interruptions in our services. In addition, acts of terrorism and other geo-political unrest could cause disruptions in our business. All of the aforementioned risks may be further increased if our disaster recovery plans prove to be inadequate. We have a disaster recovery program, which allows us to move production to a back-up data center in the event of a catastrophe. Although this program is functional, we do not currently serve network traffic equally from each data center, so if our primary data center shuts down, there will be a period of time that our products or services, or certain of our products or services, will remain inaccessible to our users or our users may experience severe issues accessing our products and services. We do not carry business interruption insurance sufficient to compensate us for the potentially significant losses, including the potential harm to our business that may result from interruptions in our ability to provide our products and services.
 
Risks Related to Our Company
 
Messrs. Dean and Robert Rositano, Jr., as our directors and officers, own a significant percentage of the voting power of our stock and will be able to exercise significant influence and control over the matters subject to stockholder approval and our operations.
 
-Messrs. Dean and Robert Rositano may be deemed to own (directly and/or beneficially) 94.5% of our Series A preferred stock. As of April 13, 2017, the following entities and individuals own the following shares of our Series A preferred stock:
 
 
Messrs. Dean and Robert Rositano each own 2,256 shares;
 
 
Copper Creek Holdings, LLC, a Nevada limited liability company owned and managed by Robert Rositano and his wife Stacy Rositano, owns 15,581 shares;
 
 
Checkmate Mobile, Inc., a Delaware corporation, owns 290 shares - Messrs. Dean and Robert Rositano are 9.0% and 9.0%  stockholders respectively and serve as officers and directors of CheckMate Mobile, Inc. 
 
 
23
 
 
ITEM 1A. RISK FACTORS - continued 
 
The holders of preferred stock are entitled to cast votes equal to the number of votes equal to the number of whole shares of common stock into which the shares of Series A Preferred Stock held by such holder are convertible. The total aggregate issued shares of Series A Preferred Stock at any given time regardless of their number shall be convertible into the number of shares of common stock which equals nine (9) times the total number of shares of common stock which are issued and outstanding at the time of any conversion, at the option of the preferred holders or until the closing of a Qualified Financing (i.e. the sale and issuance of our equity securities that results in gross proceeds in excess of $2,500,000) at one time or in the same round. As a result of the Titan Iron Ore Corp. and iHookup merger transaction, the former iHookup stockholders received a controlling interest in the Company due to the voting rights of the Series A Preferred Stock being connected to their super-majority conversion rights. As a result of Messrs. Dean and Robert Rositano’s ownership interests and voting power described above, Messrs. Dean and Robert Rositano currently are in a position to influence and control, subject to our organizational documents and Nevada law, the composition of our Board of Directors and the outcome of corporate actions requiring stockholder approval, such as mergers, business combinations and dispositions of assets, among other corporate transactions. In addition, this concentration of voting power could discourage others from initiating a potential merger, takeover or other change of control transaction that may otherwise be beneficial to the Company, which could adversely affect the market price of our securities.
 
If we are unable to pay the convertible promissory notes when obligations become due, the note holders may take adverse proceedings under terms of default.
 
In the event of default under terms in the convertible promissory notes, the note holder may enforce remedies including acceleration of payment in full plus interest and other charges, and an increase in interest rates of up to 24% when allowable by law.
 
Our disclosure controls and procedures and internal control over financial reporting are not effective, which may cause our financial reporting to be unreliable and lead to misinformation being disseminated to the public.
 
Our management evaluated our disclosure controls and procedures as of December 31, 2016 and concluded that as of those dates, our disclosure controls and procedures were not effective. The ineffectiveness of our disclosure controls and procedures was due to (i) inadequate segregation of duties and ineffective risk assessment; and (ii) insufficient written policies and procedures for accounting and financial reporting with respect to the requirements and application of both US GAAP and SEC guidelines.
 
As of the date of this annual report on Form 10-K, we believe that these material weaknesses continue to exist and our disclosure controls and procedures and internal control over financial reporting are not effective. If such material weakness and ineffective controls are not promptly corrected in the future, our ability to report quarterly and annual financial results or other information required to be disclosed on a timely and accurate basis may be adversely affected. Also such material weakness and ineffective controls could cause our financial reporting to be unreliable and lead to misinformation being disseminated to the public. Investors relying upon this misinformation may make an uninformed investment decision.
 
We have a limited operating history on which to base an evaluation of our business and prospects.
 
We have a short operating history, which limits our ability to forecast our future operating results and subjects us to a number of uncertainties, including our ability to plan for and model future growth. We have encountered and will continue to encounter risks and uncertainties frequently experienced by growing companies in developing industries. If our assumptions regarding these uncertainties, which we use to plan our business, are incorrect or change in reaction to changes in our markets, or if we do not address these risks successfully, our operating and financial results could differ materially from our expectations and our business could suffer.
 
If we issue additional shares in the future, it will result in the dilution of our existing shareholders.
 
As of December 31, 2016, our articles of incorporation authorize the issuance of up to 10,000,000,000 shares of common stock with a par value of $0.0001 per share. Our board of directors may choose to issue some or all of such shares to acquire one or more companies or properties and to fund our overhead and general operating requirements. The issuance of any such shares will reduce the book value per share and may contribute to a reduction in the market price of the outstanding shares of our common stock. If we issue any such additional shares, such issuance will reduce the proportionate ownership and voting power of all current shareholders. Further, such issuance may result in a change of control of our corporation.
 
The price of our common stock may be negatively impacted by factors which are unrelated to our operations.
 
The market price of our common stock could fluctuate substantially due to a variety of factors, including market perception of our ability to achieve our planned growth, quarterly operating results of our competitors, trading volume in our common stock, changes in general conditions in the economy and the financial markets or other developments affecting our competitors or us. In addition, the stock market is subject to extreme price and volume fluctuations. This volatility has had a significant effect on the market price of securities issued by many companies for reasons unrelated to their operating performance and could have the same effect on our common stock.
 
We do not intend to pay cash dividends on any investment in the shares of stock of our company.
 
 
24
 
 
ITEM 1A. RISK FACTORS - continued 
 
We have never paid any cash dividends and currently do not intend to pay any cash dividends for the foreseeable future. Because we do not intend to declare cash dividends, any gain on an investment in our company will need to come through an increase in the stock’s price. This may never happen and investors may lose all of their investment in our company.
 
Trading of our stock is restricted by the Securities Exchange Commission’s penny stock regulations, which may limit a stockholder’s ability to buy and sell our common stock.
 
The Securities and Exchange Commission has adopted regulations which generally define “penny stock” to be any equity security that has a market price (as defined) less than $5.00 per share or an exercise price of less than $5.00 per share, subject to certain exceptions. Our securities are covered by the penny stock rules, which impose additional sales practice requirements on broker-dealers who sell to persons other than established customers and “accredited investors”. The term “accredited investor” refers generally to institutions with assets in excess of $5,000,000 or individuals with a net worth in excess of $1,000,000 or annual income exceeding $200,000 or $300,000 jointly with their spouse. The penny stock rules require a broker-dealer, prior to a transaction in a penny stock not otherwise exempt from the rules, to deliver a standardized risk disclosure document in a form prepared by the Securities and Exchange Commission, which provides information about penny stocks and the nature and level of risks in the penny stock market. The broker-dealer also must provide the customer with current bid and offer quotations for the penny stock, the compensation of the broker-dealer and its salesperson in the transaction and monthly account statements showing the market value of each penny stock held in the customer’s account. The bid and offer quotations, and the broker-dealer and salesperson compensation information, must be given to the customer orally or in writing prior to effecting the transaction and must be given to the customer in writing before or with the customer’s confirmation. In addition, the penny stock rules require that prior to a transaction in a penny stock not otherwise exempt from these rules, the broker-dealer must make a special written determination that the penny stock is a suitable investment for the purchaser and receive the purchaser’s written agreement to the transaction. These disclosure requirements may have the effect of reducing the level of trading activity in the secondary market for the stock that is subject to these penny stock rules. Consequently, these penny stock rules may affect the ability of broker-dealers to trade our securities. We believe that the penny stock rules discourage investor interest in and limit the marketability of our common stock.
 
FINRA sales practice requirements may also limit a stockholder’s ability to buy and sell our stock.
 
In addition to the “penny stock” rules described above, the Financial Industry Regulatory Authority (known as “FINRA”) has adopted rules that require that in recommending an investment to a customer, a broker-dealer must have reasonable grounds for believing that the investment is suitable for that customer. Prior to recommending speculative low priced securities to their non-institutional customers, broker-dealers must make reasonable efforts to obtain information about the customer’s financial status, tax status, investment objectives and other information. Under interpretations of these rules, FINRA believes that there is a high probability that speculative low priced securities will not be suitable for at least some customers. FINRA requirements make it more difficult for broker-dealers to recommend that their customers buy our common stock, which may limit your ability to buy and sell our stock and have an adverse effect on the market for our shares.
 
Our stock price has been volatile and your investment could lose value.
 
The trading price of our common stock has been volatile and could be subject to wide fluctuations due to various factors. The timing of announcements in the public market regarding new products, product enhancements or technological advances by us or our competitors, and any announcements by us or our competitors of acquisitions, major transactions or management changes could also affect our stock price. Our stock price is subject to speculation in the press and the analyst community, changes in recommendations or earnings estimates by financial analysts, changes in investors’ or analysts’ valuation measures for our stock and market trends unrelated to our performance. A significant drop in our stock price could also expose us to the risk of securities class action lawsuits, which could result in substantial costs and divert management’s attention and resources, which could adversely affect our business. Moreover, if the per share trading price of our common stock declines significantly, you may be unable to resell your shares at or above the public offering price. We cannot assure you that the per share trading price of our common stock will not fluctuate or decline significantly in the future.
 
The trading price of our common stock has been low, and the sale of a substantial number of shares in the public market could depress the price of our common stock.
 
Our common stock is traded on the OTC Pink marketplace and historically has had a low average daily trading price relative to many other stocks. Thinly traded stocks can have more price volatility than stocks trading in an active public market, which can lead to significant price swings even when a relatively small number of shares are being traded, and can limit an investor’s ability to quickly sell blocks of stock. If there continues to be low average daily trading volume or price in our common stock investors may be unable to quickly liquidate their investments or at prices investors consider to be adequate.
 
Because our common stock is quoted and traded on the OTC Pink marketplace, short selling could increase the volatility of our stock price.
 
 
25
 
 
ITEM 1A. RISK FACTORS - continued 
 
Short selling occurs when a person sells shares of stock which the person does not yet own and promises to buy stock in the future to cover the sale. The general objective of the person selling the shares short is to make a profit by buying the shares later, at a lower price, to cover the sale. Significant amounts of short selling, or the perception that a significant amount of short sales could occur, could depress the market price of our common stock. In contrast, purchases to cover a short position may have the effect of preventing or retarding a decline in the market price of our common stock, and together with the imposition of the penalty bid, may stabilize, maintain or otherwise affect the market price of our common stock. As a result, the price of our common stock may be higher than the price that otherwise might exist in the open market. If these activities are commenced, they may be discontinued at any time. These transactions may be effected on the OTC Pink marketplace or any other available markets or exchanges. Such short selling if it were to occur could impact the value of our stock in an extreme and volatile manner to the detriment of our shareholders.
 
 
Risks Relating to the Early Stage of our Company and Ability to Raise Capital
 
We are at a very early stage and our success is subject to the substantial risks inherent in the establishment of a new business venture.
 
The implementation of our business strategy is in a very early stage and subject to all of the risks inherent in the establishment of a new business venture. Accordingly, our intended business and prospective operations may not prove to be successful in the near future, if at all. Any future success that we might enjoy will depend upon many factors, many of which are beyond our control, or which cannot be predicted at this time, and which could have a material adverse effect upon our financial condition, business prospects and operations and the value of an investment in our company.
 
We expect to suffer continued operating losses and we may not be able to achieve profitability.
 
We expect to continue to incur significant development and marketing expenses in the foreseeable future related to the launch and commercialization of our products and services. As a result, we will be sustaining substantial operating and net losses, and it is possible that we will never be able to achieve profitability.
 
We may have difficulty raising additional capital, which could deprive us of necessary resources.
 
In order to support the initiatives envisioned in our business plan, we will need to raise additional funds through public or private debt or equity financing, collaborative relationships or other arrangements. Our ability to raise additional financing depends on many factors beyond our control, including the state of the capital markets, the market price of our common stock, and the development of competitive projects by others. Because our common stock is not listed on a major stock market, many investors may not be willing or allowed to purchase our common shares or may demand steep discounts. Sufficient additional financing may not be available to us or may be available only on terms that would result in further dilution to the current owners of our common stock.
 
During the year ended December 31, 2016, we received $3,496,442 in convertible note financing. During the quarter ended March 31, 2017, we received $691,750 in convertible note financing. However, we do not have any firm commitments for funding beyond this recent financing. If we are unsuccessful in raising additional capital, or the terms of raising such capital are unacceptable, we may have to modify our business plan and/or significantly curtail our planned activities. If we are successful raising additional capital through the issuance of additional equity, our investor’s interests will be diluted.
 
There are substantial doubts about our ability to continue as a going concern and if we are unable to continue our business, our shares may have little or no value.
 
Our ability to become a profitable operating company is dependent upon our ability to generate revenues and/or obtain financing adequate to implement our business plan. Achieving a level of revenues adequate to support our cost structure has raised doubts about our ability to continue as a going concern. We plan to attempt to raise additional equity capital by issuing shares and, if necessary through one or more private placement or public offerings, and via the securities purchase agreement/equity line financing. However, the doubts raised relating to our ability to continue as a going concern may make our shares an unattractive investment for potential investors. These factors, among others, may make it difficult to raise any additional capital.
 
Failure to effectively manage our growth could place additional strains on our managerial, operational and financial resources and could adversely affect our business and prospective operating results.
 
Our anticipated growth is expected to continue to place a strain on our managerial, operational and financial resources. Further, as we expand our user and advertiser base, we will be required to manage multiple relationships. Any further growth by us, or an increase in the number of our strategic relationships will increase this strain on our managerial, operational and financial resources. This strain may inhibit our ability to achieve the rapid execution necessary to implement our business plan, and could have a material adverse effect upon our financial condition, business prospects and prospective operations and the value of an investment in our company.
 
 
26
 
 
ITEM 1A. RISK FACTORS - continued 
 
We may fail to raise sufficient capital.
 
To the extent that we fail to obtain sufficient operating capital, we may be unable to deal with presently unforeseen contingencies in the future or be able to fund our operations. In addition, we may have more difficulty or find it impossible, to raise third party financing from investors or financial institutions.
 
Our reserves may be insufficient.
 
We intend to establish a reserve fund, as determined in the Board’s discretion, for normal working capital contingencies. However, we have been unable to do so. If the reserves are not available to the Company, it may be necessary to attempt to raise additional capital or financing.  In the event that such capital or financing is not available on favorable terms, we may be forced to raise additional capital on unfavorable terms. In fact, we have been forced to issue several convertible notes at substantial discounts and interest rates in order to raise the requisite capital for operations.
 
 
ITEM 1B. UNRESOLVED STAFF COMMENTS
 
Not Applicable.
 
 
ITEM 2. PROPERTIES
 
Principal Offices
 
Our executive offices are located at 1821 S. Bascom Ave Ste 353, Campbell, California 95008, and at 1735 East Fort Lowell Road, Suite 9, Tucson, Arizona 85719. We believe that our office space and facilities are sufficient to meet our present needs and do not anticipate any difficulty securing alternative or additional space, as needed, on terms acceptable to us.
 
 
ITEM 3. LEGAL PROCEEDINGS
 
We are currently not involved in any litigation that we believe could have a materially adverse effect on our financial condition or results of operations. There is no action, suit, proceeding, inquiry or investigation before or by any court, public board, government agency, self-regulatory organization or body pending or, to the knowledge of the executive officers of our Company or any of our subsidiaries, threatened against or affecting our Company, our common stock, any of our subsidiaries or of our Company’s or our Company’s subsidiaries’ officers or directors in their capacities as such, in which an adverse decision could have a material adverse effect.
 
ITEM 4. MINE SAFETY DISCLOSURES
 
Not applicable.
 
 
PART II
  
ITEM 5. MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER MATTERS AND ISSUER PURCHASES OF EQUITY SECURITIES
 
(a)
Market Information
 
Our common stock is quoted on the OTC Pink marketplace under the symbol “FDBL”.
 
Set forth below are the range of high and low bid quotations for the periods indicated as reported by the OTC Pink marketplace. The market quotations reflect inter-dealer prices, without retail mark-up, mark-down or commissions and may not necessarily represent actual transactions.
 
Quarter Ended
 
High Bid
 
 
Low Bid
 
December 31, 2016
 $0.0045 
 $0.0013 
September 30, 2016
 $0.013 
 $0.0033 
June 30, 2016
 $0.0334 
 $0.0036 
March 31, 2016
 $0.0065 
 $0.0029 
December 31, 2015
 $0.0106 
 $0.002 
September 30, 2015
 $0.0127 
 $0.0059 
June 30, 2015
 $0.0131 
 $0.0008 
March 31, 2015
 $0.400 
 $0.0051 
 
 
27
 
 
ITEM 5. MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER MATTERS AND ISSUER PURCHASES OF EQUITY SECURITIES - continued
 
(b)
Holders of Our Common Stock
 
As of April 13, 2017 there were 47 registered holders of record of our common stock. As of such date, 1,557,092,583 shares of our common stock were issued and outstanding.
 
(c)
Dividends
 
The payment of dividends, if any, in the future, rests within the sole discretion of our board of directors. The payment of dividends will depend upon our earnings, our capital requirements and our financial condition, as well as other relevant factors.  We have not declared any cash dividends since our inception and have no present intention of paying any cash dividends on our common stock in the foreseeable future.
 
There are no restrictions in our articles of incorporation or bylaws that prevent us from declaring dividends. The Nevada Revised Statutes, however, do prohibit us from declaring dividends where, after giving effect to the distribution of the dividend:
1.
We would not be able to pay our debts as they become due in the usual course of business; or
2.
Our total assets would be less than the sum of our total liabilities plus the amount that would be needed to satisfy the rights of shareholders who have preferential rights superior to those receiving the distribution.
 
(d)
Securities Authorized for Issuance under Equity Compensation Plans
 
Effective November 22, 2011 our board of directors adopted and approved our stock option plan. The purpose of the stock option plan is to enhance the long-term stockholder value of our company by offering opportunities to directors, key employees, officers, independent contractors and consultants of our company to acquire and maintain stock ownership in our company in order to give these persons the opportunity to participate in our company’s growth and success, and to encourage them to remain in the service of our company. A total of 1,649 shares of our common stock are available for issuance under the stock option plan.
 
Plan Category
Number of Securities to be Issued Upon Exercise of Outstanding Options, Warrants and Rights
Weighted-Average Exercise Price of Outstanding Options, Warrants and Rights
Number of Securities Remaining Available for Future Issuance under Equity Compensation Plan
Equity compensation plans approved by security holders
Nil
Nil
Nil
Equity compensation plans not approved by security holders
3,325
$1,045
1,649
Total
3,325
$1,045
1,649
 
Transfer Agent
 
Our transfer agent is Nevada Agency and Transfer Company, 50 West Liberty Street Suite 880, Reno, Nevada 89501, phone (775) 322-0626.
 
Recent Sales of Unregistered Securities
 
Except as provided below, all unregistered sales of our securities were previously disclosed in a Quarterly Report on Form 10-Q or a Current Report on Form 8-K.
 
During the fourth quarter of the year ended December 31, 2016, $163,200 of convertible debentures were settled by issuing 228,400,000 shares of common stock of the Company. The notes were converted at an average price per share of $0.00071.
 
During the fourth quarter of the year ended December 31, 2016, the Company issued 21,680,000 shares of common stock to consultants in exchange for investor relations and advertising services. The shares were issued as follows: 7,440,000 on October 24, 2016, 4,800,000 on October 28, 2016, and 9,440,000 on December 22, 2016.
 
 
28
 
 
ITEM 5. MARKET FOR REGISTRANT’S COMMON EQUITY, RELATED STOCKHOLDER MATTERS AND ISSUER PURCHASES OF EQUITY SECURITIES - continued 
 
During the fourth quarter of the year ended December 31, 2016, the Company issued 42,410,587 shares of common stock to various Series A preferred stockholders on conversion of 115 preferred shares. The shares were issued as follows: 25,406,910 on October 25, 2016 and 17,003,677 on November 5, 2016.
 
We made the foregoing stock issuances in reliance upon the exemption from registration under Section 4(a)(2) of the Securities Act of 1933, as amended.
 
 
Rule 10B-18 Transactions
 
During the years ended December 31, 2016 and 2015, there were no repurchases of the Company’s common stock by the Company.
 
 
ITEM 6 SELECTED FINANCIAL DATA
 
Not applicable.
 
 
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS
 
Our management’s discussion and analysis provides a narrative about our financial performance and condition that should be read in conjunction with the audited and unaudited consolidated financial statements and related notes thereto included in this annual report on Form 10-K. This discussion contains forward looking statements reflecting our current expectations and estimates and assumptions about events and trends that may affect our future operating results or financial position. Our actual results and the timing of certain events could differ materially from those discussed in these forward-looking statements due to a number of factors, including, but not limited to, those set forth in the sections of this annual report on Form 10-K titled “Risk Factors” beginning at page 13 above and “Forward-Looking Statements” beginning at page 4 above.
 
Results of Operations
 
Years Ended December 31, 2016 and 2015
 
Our cash as of December 31, 2016 was $119,804. As a result of our minimal amount of revenues and ongoing expenditures in pursuit of our business, we have incurred net losses since our inception. For the period from inception (December 4, 2013) to December 31, 2016 we incurred a net loss of $13,500,287. For the year ended December 31, 2016, our net loss was $6,113,239.
 
Our operating expenses for our fiscal years ended December 31, 2016 and 2015 and the changes between those periods for the respective items are summarized as follows:
 
 
 
Year Ended
December 31, 2016
 
 
Year Ended
December 31, 2015
 
 
 
 
 
 
 
 
REVENUES
 $28,884 
 $151,191 
 
    
    
OPERATING EXPENSES
    
    
    Accretion and interest expense
 $2,073,893 
 $1,416,715 
    App hosting (Note 10)
  492,487 
  382,330 
    Commissions
  8,635 
  45,357 
    General and administrative (Note 10)
  887,345 
  881,539 
    Financing costs
  549 
  29,261 
    Product development (Note 10)
  493,917 
  249,221 
    Sales and marketing
  1,527,366 
  228,880 
 
    
    
TOTAL OPERATING EXPENSES
  5,484,192 
  3,233,303 
 
    
    
LOSS FROM OPERATIONS
  (5,455,308)
  (3,080,112)
 
    
    
OTHER EXPENSES
    
    
    Loss on investment (Note 12)
  (575,000)
  - 
    Loss on settlement agreement (Note 13)
  (82,931)
  - 
    Gain -on extinguishment of debt  
  - 
  5,096 
 
    
    
NET LOSS AND COMPREHENSIVE LOSS
 $(6,113,239)
 $(3,077,016)
 
    
    
BASIC AND DILUTED LOSS PER SHARE
  (0.01)
  (0.03)
 
    
    
WEIGHTED AVERAGE NUMBER OF SHARES OUTSTANDING
  571,100,443 
  96,575,512 
 
 
29
 
 
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS - continued
 
Revenues
 
Revenues for the year ended December 31, 2016 decreased $122,307 (81%) to $28,884 as compared to $151,191 for the year ended December 31, 2015. This decrease was primarily due to the Company’s decision to focus on what management believes is a much broader market of “Social Networking – Friendship Meetups” and the re-branding of the application to “Friendable”. As user acquisition remains the Company’s main driver the the Friendable mobile app, subscription based services are now offered for free, encouraging user adoption and frequency of use.
 
Operating Expenses
 
Operating expenses for the year ended December 31, 2016 and the December 31, 2015 were $5,484,192 and $3,233,303 respectively. The increase was primarily related to increased marketing initiatives, celebrity related promotions, technology, mobile application development, and server infrastructure scaling.
 
Net Loss
 
Our operating results have recognized net loss in the amount of $6,113,239 for the year ended December 31, 2016 as compared to a net loss of $3,077,016 for the year ended December 31, 2015. The increase was primarily related to the increase in operating expenses as well as the Company’s strategic investment in Hang With, Inc.
 
Liquidity and Capital Resources
 
Working Capital
 
 
 
December 31, 2016
 
 
December 31, 2015
 
 
 
(audited)
 
 
(audited)
 
Current Assets
 $127,776 
 $21,625 
Current Liabilities
 $3,732,596 
 $1,683,234 
Working Capital Deficiency
 $(3,604,820)
 $(1,661,609)
 
As of December 31, 2016, current assets consisted primarily of cash $119,804. As of December 31, 2015, current assets consisted primarily of cash of $15,880. The increase is primarily related to the issuance of convertible notes.
 
As of December 31, 2016, current liabilities consisted primarily of accounts payable of $1,554,350 and convertible notes of $2,171,923. As of December 31, 2015, current liabilities consisted primarily of accounts payable of $1,183,169 and convertible notes of $493,742. The increase is primarily related to the issuance of convertible notes.
 
We currently do not have sufficient capital to fund our needs for the next 12 months. We rely on financing from convertible and promissory notes to fund our operations.
 
Cash Flows
 
 
Year Ended
 
 
Year Ended
 
 
 
December 31, 2016
 
 
December 31, 2014
 
Net Cash Provided by (Used in) Operating Activities
 $(2,817,518)
 $(1,279,345)
Net Cash Provided by (Used in) Investing Activities
  (575,000)
  (35,000)
Net Cash Provided by (Used in) Financing Activities
  3,496,442 
  1,331,170 
Net Increase (Decrease) in Cash
 $103,924 
 $16,825 
 
Operating Activities
 
Cash provided by operating activities
 
The Company lost $2,817,518 in cash from operating activities for the year ended December 31, 2016 as compared to a loss of $1,279,345 for the year ended December 31, 2015. This increased cash loss used in operating activities is primarily attributed to increased marketing initiatives, celebrity related promotions, technology, mobile application development, and server infrastructure scaling.
 
 
30
 
 
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS - continued 
 
Cash used in investing activities
 
Investing activities for the year ended December 31, 2016 used $575,000 as compared to using $35,000 of cash for the year ended December 31, 2015. The increase in cash used is attributable to the Company’s investment in Hang With, Inc.
 
Cash provided by financing activities
 
Financing activities for the year ended December 31, 2016 generated cash of $3,496,442 as compared to generating $1,331,170 of cash for the year ended December 31, 2015. This increase in cash provided from financing activities is mostly attributed to the Company and its current lenders desire to fund certain transactions related to the Company’s celebrity marketing activities, general awareness and strategic investment in Hang With, Inc.
 
There was no significant impact on the Company’s operations as a result of inflation for the year ended December 31, 2016.  
 
Hang With Transaction
 
The Company entered into a Securities Purchase Agreement, dated October 7, 2016 (the “Alpha SPA”) with Alpha Capital Anstalt (“Alpha Capital”), to issue and sell up to, in principal amount, $1,615,000 of convertible notes, payable in four tranches (the “Alpha Notes”). The first tranche of $465,000 was funded on October 7, 2016 (the “Initial Closing Date”) and the second, third, and fourth tranches of $375,000 were funded, respectively, during the first week of each of November 2016, December 2016, and January 2017 (the subsequent closing dates and, with the Initial Closing Date, each a “Closing”).
 
The Company used a portion of the proceeds of each Closing to purchase Series A Convertible Participating Preferred Stock of a private entity named Hang With, Inc. (“Hang With”). Alpha Capital is currently Hang With’s majority shareholder. On October 7, 2016, the Company entered into a Securities Purchase Agreement with Hang With (the “Hang With SPA”) to buy up to 330,397 shares of Hang With’s Series A Convertible Participating Preferred Stock (the “Preferred Stock”) for $750,000. On the Initial Closing Date, the Company paid $225,000 and was to receive 99,118 shares of Preferred Stock. The Company paid Hang With $175,000 on each of the subsequent three Closings. In connection with entering into the Hang With SPA, the Company and Hang With entered into a Software License Agreement (the “License Agreement”) in which Hang With is licensing the intellectual property of the Hang With apps to the Company. As part of the Hang With SPA and as compensation for the Company entering into the License Agreement and the future development agreement, Hang With was to issue 154,185 shares of Preferred Stock on the Initial Closing Date and was to issue 100,000 shares of its common stock to the Company. As of April 13, 2017 none of the shares have been issued.
 
Prior to the November 2016 Closing, the Company and Alpha Capital agreed that Alpha Capital would fund $295,000 in the November 2016 Closing rather than $375,000. After Alpha Capital made such payment, Coventry Enterprises, LLC (“Coventry) funded $80,000 as part of the November 2016 Closing.
 
On December 2, 2016, the Company and Alpha Capital entered into an Agreement (the “Agreement”) to amend certain portions of the Alpha SPA such Alpha Capital paid only $295,000 to the Company during each of the December 2016 and January 2017 Closings. On December 2, 2016, Coventry signed a Funding Commitment Letter (the “Letter”) such that Coventry paid, not including fees payable by the Company to Coventry, $80,000 to the Company during each of the December 2016 and January 2017 Closings.
 
In addition to the License Agreement, the Company and Hang With were to enter into a development agreement for Hang With to help develop the Company’s apps. Although the parties never entered into a development agreement, a development schedule was established to develop what the Company calls its Fan Pass Live application or platform.
 
The Company attributed much of the value of Hang With to Hang With management’s representation that, in the history of its own apps, it had 8 million users (as publicized by Hang With prior to September 2016) and a range of monthly active users (MAU’s) that were, at a minimum, in the tens of thousands. Hang With believed, prior to the Hang With SPA being signed, that, with the Company’s investment, the monthly active users would be at the higher end of the range within a short period of time. Based on these representations by Hang With’s management, the Company believed that it could specifically market its own apps to the total historical users and the minimum monthly active users of the Hang With user base.
 
The Company believes that, after the November 2016 Closing, the Hang With app was removed for a period of time from the app stores on which it appeared and that the app was shut down for a period of time. At this point, Hang With effectively had zero monthly active users. In addition, the Company was not able to utilize Hang With’s technology in the Friendable app as was contemplated by the License Agreement due to Hang With’s technology being, in the Company’s view, out of date. The Company was required to purchase additional third party licenses of off-the-shelf technology and SDKs to proceed with its co-development efforts. Thereby developing its own platform for live streaming outside of the originally licensed Hang With technology.
 
 
31
 
 
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS - continued 
 
The Company brought these matters to the attention of Hang With’s management in March 2017. Subsequently, Hang With halted the work it had been doing in connection with the Fan Pass app. In conjunction with the Hang With development halt in March 2017, the Company has released its Fan Pass Live application developers from doing any further work on the app. The Company is unable to proceed with its effort to complete the Fan Pass Live application or produce a beta release until an agreement with Hang With is reached. The Company is currently seeking to negotiate a settlement with Hang With regarding the Company’s claims against Hang With.
 
 
Going Concern
 
At December 31, 2016, we had an accumulated deficit of $13,500,287 and incurred a net loss of $6,113,239.  We have generated minimal revenues and have incurred losses since inception. Accordingly, we will be dependent on future additional financing in order to seek other business opportunities in the dating app industry or new business opportunities. We are considered a development stage company in the dating app industry. As of December 31, 2016, there is no assurance that we will be able raise sufficient capital to sustain our operations.We expect to incur further losses in the development of our business, all of which casts substantial doubt about our ability to continue as a going concern. Our ability to continue as a going concern is dependent upon our ability to generate future profitable operations and/or to obtain the necessary financing to meet our obligations and repay our liabilities arising from normal business operations when they come due. Our independent auditors included an explanatory paragraph regarding substantial doubt about our ability to continue as a going concern in their report on our annual financial statements for the year ended December 31, 2016.
 
Application of Critical Accounting Policies
 
Basis of Presentation
 
Our financial statements and related notes are presented in accordance with accounting principles generally accepted in the United States, and are expressed in US dollars. Our fiscal year-end is December 31, 2016.
 
Use of Estimates
 
The preparation of these statements in accordance with United States generally accepted accounting principles requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities at the date of the financial statements and the reported amounts of revenue and expenses in the reporting period. We regularly evaluates estimates and assumptions related to useful life and recoverability of long-lived assets, deferred income tax asset valuations, asset retirement obligations, financial instrument valuations, and loss contingencies. We base our estimates and assumptions on current facts, historical experience and various other factors that we believe to be reasonable under the circumstances, the results of which form the basis for making judgments about the carrying values of assets and liabilities and the accrual of costs and expenses that are not readily apparent from other sources. The actual results experienced by us may differ materially and adversely from our estimates. To the extent there are material differences between the estimates and the actual results, future results of operations will be affected.
 
Revenue Recognition
 
We recognize revenue when products are fully delivered or services have been provided and collection is reasonably assured.
 
Advertising Costs
 
Our policy regarding advertising is to expense advertising when incurred.
 
Cash and Cash Equivalents
 
We consider all highly liquid instruments purchased with a maturity of six months or less to be cash equivalents to the extent the funds are not being held for investment purposes.
 
Impairment of Long-Lived Assets
 
We continually monitor events and changes in circumstances that could indicate carrying amounts of long-lived assets may not be recoverable. When such events or changes in circumstances are present, we assess the recoverability of long-lived assets by determining whether the carrying value of such assets will be recovered through undiscounted expected future cash flows.
 
If the total of the future cash flows is less than the carrying amount of those assets, we recognize an impairment loss based on the excess of the carrying amount over the fair value of the assets. Assets to be disposed of are reported at the lower of the carrying amount or the fair value less costs to sell.
 
 
32
 
 
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS - continued 
 
Stock-based compensation
 
We record stock-based compensation in accordance with ASC 718, Compensation – Stock Based Compensation, which requires the measurement and recognition of compensation expense based on estimated fair values for all share-based awards made to employees and directors, including stock options.
 
ASC 718 requires companies to estimate the fair value of share-based awards on the date of grant using an option-pricing model. We use the Black-Scholes option pricing model as its method in determining fair value. This model is affected by our stock price as well as assumptions regarding a number of subjective variables. These subjective variables include, but are not limited to our expected stock price volatility over the terms of the awards, and actual and projected employee stock option exercise behaviors. The value of the portion of the award that is ultimately expected to vest is recognized as an expense in the statement of operations over the requisite service period.
 
Asset Retirement Obligations
 
We record asset retirement obligations in accordance with ASC 410-20, Asset Retirement Obligations, which addresses financial accounting and reporting for obligations associated with the retirement of tangible long-lived assets and the associated retirement costs. The standard applies to legal obligations associated with the retirement of long-lived assets that result from the acquisition, construction, development and normal use of the asset. ASC 410-20 requires that the fair value of a liability for an asset retirement obligation be recognized in the period in which it is incurred if a reasonable estimate of fair value can be made. The fair value of the liability is added to the carrying amount of the associated asset and this additional carrying amount is depreciated over the life of the asset. The liability is accreted at the end of each period through charges to operating expense. If the obligation is settled for other than the carrying amount of the liability, we will recognize a gain or loss on settlement. As at December 31, 2016, we have not incurred any asset retirement obligation related to the exploration and development of its resource properties.
 
Comprehensive Loss
 
ASC 220, Comprehensive Income establishes standards for the reporting and display of comprehensive loss and its components in the consolidated financial statements. As at December 31, 2016 and December 31, 2015, we have no items that represent other comprehensive loss and, therefore, have not included a schedule of other comprehensive loss in the financial statements.
 
Financial Instruments
 
FASB ASC 820, Fair Value Measurements and Disclosures, defines fair value, establishes a framework for measuring fair value under generally accepted accounting principles and enhances disclosures about fair value measurements. Fair value is defined as the price that would be received to sell an asset or paid to transfer a liability in an orderly transaction between market participants at the measurement date. Valuation techniques used to measure fair value, as required by ASC 820, must maximize the use of observable inputs and minimize the use of unobservable inputs.
 
Our assessment of the significance of a particular input to the fair value measurements requires judgment, and may affect the valuation of the assets and liabilities being measured and their placement within the fair value hierarchy. The carrying values of cash, accounts payable, and due to related parties approximate fair values because of the short-term maturity of these instruments. Unless otherwise noted, it is management’s opinion that we are not exposed to significant interest, currency or credit risks arising from these financial instruments.
 
Basic and Diluted Net Loss Per Share
 
We compute net loss per share in accordance with ASC 260, Earnings per Share.  ASC 260 requires presentation of both basic and diluted earnings per share (EPS) on the face of the statement of operations. Basic EPS is computed by dividing net income (loss) available to common shareholders (numerator) by the weighted average number of shares outstanding (denominator) during the period. Diluted EPS gives effect to all dilutive potential common shares outstanding during the period using the treasury stock method and convertible preferred stock using the if-converted method. In computing diluted EPS, the average stock price for the period is used in determining the number of shares assumed to be purchased from the exercise of stock options or warrants. Diluted EPS excludes all dilutive potential shares if their effect is anti-dilutive. Shares underlying these securities totaled approximately 3,075 as of December 31, 2016.
 
Income Taxes
 
We account for income taxes using the asset and liability method in accordance with ASC 740, Income Taxes. The asset and liability method provides that deferred tax assets and liabilities are recognized for the expected future tax consequences of temporary differences between the financial reporting and tax bases of assets and liabilities and for operating loss and tax credit carry forwards. Deferred tax assets and liabilities are measured using the currently enacted tax rates and laws that will be in effect when the differences are expected to reverse. We record a valuation allowance to reduce deferred tax assets to the amount that is believed more likely than not to be realized.
 
 
33
 
 
ITEM 7. MANAGEMENT’S DISCUSSION AND ANALYSIS OF FINANCIAL CONDITION AND RESULTS OF OPERATIONS - continued 
 
Recent Accounting Pronouncements
 
We have implemented all other new accounting pronouncements that are in effect and that may impact its financial statements and does not believe that there are any other new accounting pronouncements that have been issued that might have a material impact on its financial position or results of operations.
 
Off-Balance Sheet Arrangements
 
We do not have any off -balance sheet arrangements
 
 
ITEM 7A QUANTITATIVE AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK
 
Not Applicable
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
34
 
 
ITEM 8 FINANCIAL STATEMENTS AND QUALITATIVE DISCLOSURES ABOUT MARKET RISK
  

PART I - FINANCIAL INFORMATION
 
FRIENDABLE, INC.
(FORMERLY IHOOKUP SOCIAL, INC.)
 
CONSOLIDATED FINANCIAL STATEMENTS
 
 
 
December 31, 2016
 
 
 
Report of Independent Registered Public Accounting Firm
 
F-1
 
 
 
Consolidated Balance Sheets as of December 31, 2016 and 2016
 
F-2
 
 
 
Consolidated Statements of Comprehensive Loss for the years ended December 31, 2016 and 2015
 
F-3
 
 
 
Consolidated Statements of Stockholders’ Deficit for the years ended December 31, 2016 and 2015
 
F-4
 
 
 
Consolidated Statements of Cash Flows for the years ended December 31, 2016 and 2015
 
F-5
 
 
 
Notes to the Consolidated Financial Statements
 
F-6 - F-17
 
 
 
 
 
 
 
 
 
 
 
35
 
 
 
 Report of Independent Registered Public Accounting Firm
 
 
 
To the Board of Directors and Stockholders of
Friendable, Inc.
 
We have audited the accompanying consolidated balance sheets of Friendable, Inc. as of December 31, 2016 and 2015 and the related consolidated statements of comprehensive loss, stockholders’ deficit and cash flows for the years then ended. These consolidated financial statements are the responsibility of the Company's management. Our responsibility is to express an opinion on these consolidated financial statements based on our audits.
 
We conducted our audits in accordance with the standards of the Public Company Accounting Oversight Board (United States). Those standards require that we plan and perform the audits to obtain reasonable assurance about whether the consolidated financial statements are free of material misstatement. An audit includes examining, on a test basis, evidence supporting the amounts and disclosures in the financial statements. An audit also includes assessing the accounting principles used and significant estimates made by management, as well as evaluating the overall financial statement presentation. We believe that our audits provide a reasonable basis for our opinion.
 
In our opinion, the consolidated financial statements referred to above present fairly, in all material respects, the financial position of Friendable, Inc. as of December 31, 2016 and 2015, and the results of its operations and its cash flows for the years then ended in conformity with accounting principles generally accepted in the United States.
 
The accompanying consolidated financial statements have been prepared assuming the Company will continue as a going concern. As discussed in Note 1 to the financial statements, the Company has a working capital deficit and has accumulated losses since inception. These factors raise substantial doubt about the Company’s ability to continue as a going concern. Management’s plans in regard to these matters are also discussed in Note 1. The consolidated financial statements do not include any adjustments that might result from the outcome of this uncertainty.
 
As discussed in Note 2 to the financial statements, the Company has changed its method of accounting for debt issuance costs in the years ended December 31, 2016 and 2015 due to the adoption of ASU No. 2015-03.
 
/s/ Manning Elliott LLP
 
CHARTERED PROFESSIONAL ACCOUNTANTS
 
Vancouver, Canada
 
 April 17, 2017
 
 
 
 
F-1
 
 
FRIENDABLE, INC.
CONSOLIDATED BALANCE SHEETS
(Expressed in US dollars)
  
ASSETS
 
 
December 31, 
2016
 
 
December 31, 
2015
 
 
 
 
 
 
 
 
Current assets
 
 
 
 
 
 
Cash
 $119,804 
 $15,880 
Accounts receivable
  1,009 
  3,848 
Prepaid expenses
  6,963 
  1,897 
Total current assets
  127,776 
  21,625 
 
    
    
Intangible assets (Note 3)
  35,000 
  35,000 
 
    
    
 TOTAL ASSETS
 $162,776 
 $56,625 
 
    
    
 
    
    
LIABILITIES AND STOCKHOLDERS' DEFICIENCY
    
    
 
    
    
LIABILITIES
    
    
Current liabilities
    
    
Accounts payable
 $1,554,350 
 $1,183,169 
Convertible debentures short-term (Note 10)
  2,171,923 
  493,742 
Deferred revenue
  6,323 
  6,323 
Total current liabilities
  3,732,596 
  1,683,234 
 
    
    
Convertible debentures long-term (Note 10)
  218,964 
  45,731 
 
    
    
Total liabilities
  3,951,560 
  1,728,965 
 
    
    
Going concern (Note 1)
    
    
Commitments (Note 7)
    
    
Subsequent events (Note 14)
    
    
 
    
    
STOCKHOLDERS' DEFICIT
    
    
Preferred stock, 50,000,000 shares authorized at par value of $0.0001, 21,655 (December 31, 2015 – 22,165) shares issued and outstanding (Note 4)
  2 
  2 
Common stock, 10,000,000,000 shares authorized at par value of $0.0001, 1,068,031,823 (December 31, 2015 – 218,977,542) shares issued and outstanding (Note 4)
  106,803 
  21,898 
Additional paid-in capital
  9,609,198 
  5,697,308 
Common stock subscriptions receivable (Note 8)
  (4,500)
  (4,500)
Deficit
  (13,500,287)
  (7,387,048)
Total Stockholders' Deficit
  (3,788,784)
  (1,672,340)
 
    
    
TOTAL LIABILITIES AND STOCKHOLDERS' DEFICIT
 $162,776 
 $56,625 
 
The accompanying notes are an integral part of these consolidated financial statements.
 
 
 
F-2
 
 
 FRIENDABLE, INC.
CONSOLIDATED STATEMENTS OF COMPREHENSIVE LOSS
(Expressed in US dollars)
 
 
 
Year Ended
December 31, 2016
 
 
Year Ended
December 31, 2015
 
 
 
 
 
 
 
 
REVENUES
 $28,884 
 $151,191 
 
    
    
OPERATING EXPENSES
    
    
    Accretion and interest expense (Note 10)
 $2,073,893 
 $1,416,715 
    App hosting (Note 8)
  492,487 
  382,330 
    Commissions
  8,635 
  45,357 
    General and administrative (Note 8)
  887,345 
  881,539 
    Financing costs
  549 
  29,261 
    Product development (Note 8)
  493,917 
  249,221 
    Sales and marketing
  1,527,366 
  228,880 
 
    
    
TOTAL OPERATING EXPENSES
  5,484,192 
  3,233,303 
 
    
    
LOSS FROM OPERATIONS
  (5,455,308)
  (3,082,112)
 
    
    
OTHER EXPENSES
    
    
    Loss on investment (Note 12)
  (575,000)
  - 
    Loss on settlement agreement  (Note 13)
  (82,931)
  - 
    Gain on extinguishment of debt
  - 
  5,096 
 
    
    
NET LOSS AND COMPREHENSIVE LOSS
 $(6,113,239)
 $(3,077,016)
 
    
    
BASIC AND DILUTED LOSS PER SHARE
  (0.01)
  (0.03)
 
    
    
WEIGHTED AVERAGE NUMBER OF SHARES OUTSTANDING
  571,100,443 
  96,575,512 
 
The accompanying notes are an integral part of these consolidated financial statements.
 
 
 
 
F-3
 
 
FRIENDABLE, INC.
CONSOLIDATED STATEMENT OF STOCKHOLDERS’ DEFICIT
FOR THE YEARS ENDED DECEMBER 31, 2015 AND 2016
(Expressed in US dollars)
  
 
 
Common # Stock
 
 
Common Stock Amount
 
 
Preferred #
 
 
Preferred Stock Amount
 
 
Additional Paid-in Capital
 
 
Common Stock Subscriptions
 
 
Deficit
 
 
Total
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Balance December 31, 2014
  8,802,940 
 $881 
  22,807 
 $2 
 $3,340,495 
 $(4,500)
 $(4,310,032)
 $(973,154)
 
    
    
    
    
    
    
    
    
Shares issued for services
  1,150,000 
  115 
   
   
  6,325 
   
   
  6,440 
 
    
    
    
    
    
    
    
    
Conversion of convertible notes (Note 10)
  190,385,736 
  19,038 
   
   
  269,629 
   
   
  288,667 
 
    
    
    
    
    
    
    
    
Conversion of preferred shares (Note 4)
  18,638,866 
  1,864 
  (642)
   
  (1,864)
   
   
   
 
    
    
    
    
    
    
    
    
Issuance of convertible notes (net) (Note 10)
   
   
   
   
  2,082,723 
   
   
  2,082,723 
 
    
    
    
    
    
    
    
    
Net loss for the year
   
   
   
   
   
   
  (3,077,016)
  (3,077,016)
 
    
    
    
    
    
    
    
    
Balance December 31, 2015
  218,977,542 
 $21,898 
  22,165 
 $2 
 $5,697,308 
 $(4,500)
 $(7,387,048)
 $(1,672,340)
 
    
    
    
    
    
    
    
    
Shares issued for services
  65,465,714 
  6,547 
   
   
  231,545 
   
   
  238,092 
 
    
    
    
    
    
    
    
    
Conversion of convertible notes (Note 10)
  652,069,721 
  65,207 
   
   
  311,248 
   
   
  376,455 
 
    
    
    
    
    
    
    
    
Conversion of preferred shares (Note 4)
  104,524,944 
  10,452 
  (510)
   
  (10,452)
   
   
   
 
    
    
    
    
    
    
    
    
Issuance of convertible notes (net) (Note 10)
   
   
   
   
  2,882,248 
   
   
  2,882,248 
 
    
    
    
    
    
    
    
    
Exercise of warrants
  26,993,902 
  2,699 
   
   
  (2,699)
   
   
   
 
    
    
    
    
    
    
    
    
Debt forgiveness (Note 8)
   
   
   
   
  500,000 
   
   
  500,000 
 
    
    
    
    
    
    
    
    
Net loss for the year
   
   
   
   
   
   
  (6,113,239)
  (6,113,239)
 
    
    
    
    
    
    
    
    
Balance December 31, 2016
  1,068,031,823 
 $106,803 
  21,655 
 $2 
 $9,609,198 
 $(4,500)
 $(13,500,287)
 $(3,788,784)
 
 
The accompanying notes are an integral part of these consolidated financial statements.
 
 
 
F-4
 
 
 FRIENDABLE, INC.
CONSOLIDATED STATEMENTS OF CASH FLOWS 
(Expressed in US dollars)
 
 
 
Year Ended 
December 31, 2016
 
 
Year Ended 
December 31, 2015
 
Cash Flows from Operating Activities:
 
 
 
 
 
 
Net loss
 $(6,113,239)
 $(3,077,016)
 
    
    
Adjustments to Reconcile Net Loss to Net Cash Used in Operating Activities:
    
    
Interest on promissory notes
  272,859 
  64,129 
Accretion expense
  1,634,045 
  1,123,165 
Gain on extinguishment of debt
  - 
  (5,096)
Loss on investment
  575,000 
  - 
Shares issued for services
  177,034 
  50,830 
Changes in Operating Assets and Liabilities
    
    
Decrease (increase) in accounts receivable
  2,839 
  10,289 
Increase in deferred revenue
  - 
  (11,513)
Decrease (increase) in prepaid expenses
  - 
  3,453 
Increase in accounts payable
  633,944 
  562,414 
Net Cash Used in Operating Activities
  (2,817,518)
  (1,279,345)
 
    
    
Cash Flows from Investing Activities:
    
    
Acquisition of Intangible Assets
  - 
  (35,000)
Purchase of investment in Hang With
  (575,000)
  - 
Net Cash Provided by (Used in) Investing Activities
  (575,000)
  (35,000)
 
    
    
Cash Flows from Financing Activities:
    
    
Proceeds from convertible debentures (net)
  3,496,442 
  1,331,170 
Net Cash Provided by Financing Activities
  3,496,442 
  1,331,170 
 
    
    
Net Increase in Cash
  103,924 
  16,825 
 
    
    
Cash – Beginning
  15,880 
  (945)
 
    
    
Cash – Ending
 $119,804 
 $15,880 
 
    
    
Supplemental Cash Flow Information:
    
    
Cash paid for interest
 $- 
 $- 
Cash paid for income taxes
 $- 
 $- 
 
    
    
Non-cash Investing and Financing Items:
    
    
Convertible debentures issued to extinguish promissory notes
  - 
  261,425 
Shares issued for conversion of debt (net)
 $376,455 
 $288,688 
 
 
 
 
 
 
 
Cash consists of:
 
 
 
 
 
 
Cash
 $119,804 
 $15,880 
 
 
The accompanying notes are an integral part of these consolidated financial statements.
 
 
 
F-5
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
1.  NATURE OF BUSINESS AND GOING CONCERN
 
Friendable, Inc., a Nevada corporation (the “Company”), was incorporated in the State of Nevada as Digital Yearbook Inc.
 
Effective June 15, 2011, the Company completed a merger with its subsidiary, Titan Iron Ore Corp., a Nevada corporation, which was incorporated solely to effect a change in the Company’s name from “Digital Yearbook Inc.” to “Titan Iron Ore Corp.” The Company then began to pursue business in the area of mining exploration.
 
On February 3, 2014, the Company entered into an Agreement and Plan of Merger and Reorganization (the “Merger”) with iHookup Operations Corp., a wholly-owned Delaware subsidiary of the Company (“Acquisition Sub”) and iHookup-DE, whereby iHookup-DE was the surviving entity and became the wholly-owned subsidiary of the Company. iHookup-DE’s former stockholders exchanged all of their 6,000 shares of outstanding common stock for 25,000 shares of the Company’s designated Series A Preferred Stock.
 
The Merger was regarded as a reverse recapitalization whereby iHookup-DE was considered to be the accounting acquirer as its stockholders retained control of the Company after the Merger. On February 3, 2014, the Merger was completed and as a result, iHookup-DE acquired the net liabilities of the Company.
 
As a result of the Merger, the Company ceased its prior operations and its business became the development and dissemination of a “proximity based” mobile-social media application that facilitates connections between people, utilizing the intelligence of global positioning system and localized recommendations.
 
On September 28, 2015, the Company filed a Certificate of Amendment to its Articles of Incorporation changing the name of the Company from “iHookup Social, Inc.” to “Friendable, Inc.”. On October 27, 2015, the Company’s trading symbol on the OTC Pink marketplace was changed from “HKUP” to “FDBL”. This change was made in conjunction with the re-branding of the Company’s app from "iHookup Social" to "Friendable".
 
The accompanying consolidated financial statements have been prepared assuming the Company will continue as a going concern, which implies that the Company would continue to realize its assets and discharge its liabilities in the normal course of business. The Company has never paid any dividends and is unlikely to pay dividends or generate earnings in the immediate or foreseeable future. As of December 31, 2016, the Company has a working capital deficiency of $3,604,820 and has an accumulated deficit of $13,500,287 since inception and its operations continue to be funded primarily from sales of its stock and issuance of convertible debentures. These factors raise substantial doubt about the Company’s ability to continue as a going concern. The ability of the Company to continue as a going concern is dependent on the Company’s ability to obtain the necessary financing from sales of its stock financings. The consolidated financial statements do not include any adjustments to the recoverability and classification of recorded asset amounts and classification of liabilities that might be necessary should the Company be unable to continue as a going concern.
 
Management plans to raise financing through the issuance of convertible notes. No assurance can be given that any such additional financing will be available, or that it can be obtained on terms acceptable to the Company and its stockholders.
 
2.  SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES
 
Basis of Presentation
These consolidated financial statements and related notes are presented in accordance with accounting principles generally accepted in the United States, and are expressed in US dollars. The Company’s fiscal year end is December 31.
 
On March 19, 2015, the Company completed a common stock and preferred stock reverse stock split at a ratio of 100 to 1. The reverse stock splits have been retroactively applied to all common stock, preferred stock, weighted average common stock, and loss per common stock disclosures.
 
 
 
 
F-6
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
 
 
2.  SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (CONTINUED)
 
Use of Estimates
The preparation of these statements in accordance with United States generally accepted accounting principles requires management to make estimates and assumptions that affect the reported amounts of assets and liabilities at the date of the financial statements and the reported amounts of revenue and expenses in the reporting period. The Company regularly evaluates estimates and assumptions related to the useful life and recoverability of long-lived assets, valuation of convertible debenture conversion options, deferred income tax asset valuations, financial instrument valuations, share-based payments, other equity-based payments, and loss contingencies. The Company bases its estimates and assumptions on current facts, historical experience and various other factors that it believes to be reasonable under the circumstances, the results of which form the basis for making judgments about the carrying values of assets and liabilities and the accrual of costs and expenses that are not readily apparent from other sources. The actual results experienced by the Company may differ materially and adversely from the Company’s estimates. To the extent there are material differences between the estimates and the actual results, future results of operations will be affected. 
 
Revenue Recognition
Revenue is recognized when persuasive evidence of an arrangement exists, delivery has occurred, the fee is fixed or determinable, and collectability is probable. Revenue generally is recognized net of allowances for returns and any taxes collected from customers and subsequently remitted to governmental authorities. The Company derives revenues from the sale of application software, unlimited messaging subscriptions for periods varying from one to twelve months, and arrangements for virtual gifts and access to special features referred to as coin packs. Revenue from the sale of application software is recognized upon download. Revenue from messaging subscriptions is recognized as revenue ratably over the subscription period beginning on the date the service is made available to customers. Revenue from coin packs is recognized on a consumption basis commensurate with the customer utilization of such resources.
 
Advertising Costs
The Company’s policy regarding advertising is to expense advertising when incurred. During the year ended December 31, 2016, the Company incurred $1,050,529 (December 31, 2015: $16,302) in advertising costs.
 
Cash and Cash Equivalents
The Company considers all highly liquid instruments purchased with a maturity of three months or less to be cash equivalents.
 
Intangible Assets
The Company accounts for intangible assets in accordance with ASC 350, Intangibles – Goodwill and Other. The Company assesses potential impairments to intangible assets when there is evidence that events or changes in circumstances indicate that the carrying amount of an asset may not be recovered.
 
Intangible assets with finite lives are reviewed for impairment when events or changes in circumstances indicate that the carrying amount of an asset may not be recoverable. Recoverability of intangible assets with finite lives is measured by comparing the carrying amount of the asset to its fair value. If the future value of the asset is lower than its carrying value, the Company recognizes an impairment loss for the amount by which the carrying value of the asset exceeds the related estimated fair value.
 
Intangible assets with indefinite lives are tested for impairment annually or more frequently are tested for impairment annually or more frequently if events or changes in circumstances indicate that it is more likely than not that the intangible asset is impaired.
 
Impairment of Long-Lived Assets
The Company continually monitors events and changes in circumstances that could indicate carrying amounts of long-lived assets may not be recoverable. When such events or changes in circumstances are present, the Company assesses the recoverability of long-lived assets by determining whether the carrying value of such assets will be recovered through undiscounted expected future cash flows.
 
If the total of the future cash flows is less than the carrying amount of those assets, the Company recognizes an impairment loss based on the excess of the carrying amount over the fair value of the assets. Assets to be disposed of are reported at the lower of the carrying amount or the fair value less costs to sell.
 
 
 
 
F-7
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
2.  SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (CONTINUED)
 
Stock-based Compensation
The Company records stock-based compensation in accordance with ASC 718, Compensation – Stock Based Compensation and ASC 505, Equity Based Payments to Non-Employees, which requires the measurement and recognition of compensation expense based on estimated fair values for all share-based awards made to employees and directors, including stock options.
 
ASC 718 requires companies to estimate the fair value of share-based awards on the date of grant using an option-pricing model. The Company uses the Black-Scholes option pricing model as its method in determining fair value. This model is affected by the Company’s stock price as well as assumptions regarding a number of subjective variables. These subjective variables include, but are not limited to the Company’s expected stock price volatility over the terms of the awards, and actual and projected employee stock option exercise behaviors. The value of the portion of the award that is ultimately expected to vest is recognized as an expense in the statement of comprehensive loss over the requisite service period.
 
All transactions in which goods or services are the consideration received for the issuance of equity instruments are accounted for based on the fair value of the consideration received or the fair value of the equity instrument issued, whichever is more reliably measurable.
 
Allowance for Doubtful Accounts
The Company monitors its outstanding receivables for timely payments and potential collection issues. During the years ended December 31, 2016 and 2015, the Company did not have any allowance for doubtful accounts.
  
Financial Instruments
Financial assets and financial liabilities are recognized in the balance sheet when the Company has become party to the contractual provisions of the instruments.
 
The Company’s financial instruments consist of cash, accounts receivable, accounts payable, and convertible debentures. The fair values of these financial instruments approximate their carrying value, due to their short term nature, and current market rates for similar financial instruments. Fair value of a financial instrument is defined as the price that would be received to sell an asset or paid to transfer a liability in an orderly transaction between market participants at the measurement date. The Company’s financial instruments recorded at fair value in the balance sheets are categorized based upon the level of judgment associated with the inputs used to measure their fair value.
 
Basic and Diluted Loss Per Share
 
The Company computes net loss per share in accordance with ASC 260, Earnings per Share.  ASC 260 requires presentation of both basic and diluted earnings per share (EPS) on the face of the statement of comprehensive loss. Basic EPS is computed by dividing net income (loss) available to common stockholders (numerator) by the weighted average number of shares outstanding (denominator) during the period. Diluted EPS gives effect to all dilutive potential common shares outstanding during the period using the treasury stock method and convertible preferred stock using the if-converted method. In computing diluted EPS, the average stock price for the period is used in determining the number of shares assumed to be purchased from the exercise of stock options or warrants. Diluted EPS excludes all dilutive potential shares if their effect is anti-dilutive.
 
As of December 31, 2016, there were approximately 15,061,691,083 potentially dilutive shares outstanding.
 
Income Taxes
The Company accounts for income taxes using the asset and liability method in accordance with ASC 740, Income Taxes. The asset and liability method provides that deferred tax assets and liabilities are recognized for the expected future tax consequences of temporary differences between the financial reporting and tax bases of assets and liabilities and for operating loss and tax credit carry forwards. Deferred tax assets and liabilities are measured using the currently enacted tax rates and laws that will be in effect when the differences are expected to reverse. The Company records a valuation allowance to reduce deferred tax assets to the amount that is believed more likely than not to be realized.
 
 
 
 
 
F-8
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
 
2.  SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (CONTINUED)
 
Adoption of New Accounting Pronouncement
 
In April 2015, the FASB issued ASU No. 2015-03, “Interest-Imputation of Interest (Subtopic 835-30): Simplifying the Presentation of Debt Issuance Costs” (“ASU 2015-03”). ASU 2015-03 requires an entity to record debt issuance costs as a direct deduction from the debt liability, rather than recording as a separate asset. ASU 2015-03 is effective for annual reporting periods beginning after December 15, 2015 and must be applied retrospectively. The Company adopted this standard retrospectively on January 1, 2016, and reclassified $200,855 of debt issue costs, resulting in a $28,532 reduction in long term convertible debentures and a $250,276 reduction in additional paid-in capital on the Company’s December 31, 2015 balance sheet. The adoption of this standard resulted in a $87,716 decrease in financing costs, a $9,863 increase in accretion and interest expense and a $77,953 increase in net loss on the Company’s statement of comprehensive loss for the year ended December 31, 2015.
 
Recent Accounting Pronouncements
 
In August 2014, FASB issued ASU No. 2014-15, “Disclosure of Uncertainties about an Entity’s Ability to Continue as a Going Concern” (“ASU 2014-15”). ASU 2014-15 provides guidance on determining when and how reporting entities must disclose going concern uncertainties in their financial statements. The standard requires management to perform interim and annual assessments of an entity’s ability to continue as a going concern within one year of the date of issuance of the entity’s financial statements. Further, an entity must provide certain disclosures if there is substantial doubt about the entity’s ability to continue as a going concern. ASU 2014-15 is effective for annual periods ending after December 15, 2016 and interim periods thereafter. The adoption of this guidance did not have an impact on the Company’s consolidated financial statements.
 
In May 2014, the FASB issued ASU No. 2014-09, “Revenue from Contracts with Customers (Topic 606)” (“ASU 2014-09”). ASU 2014-09 supersedes the revenue recognition requirements in ASC Topic 605, “Revenue Recognition” and some cost guidance included in ASC Subtopic 605-35, Revenue Recognition -Construction-Type and Production-Type Contracts”.  ASU 2014-09 requires the disclosure of sufficient information to enable users of the financial statements to understand the nature, amount, timing and uncertainty of revenue and cash flows arising from customer contracts. The Company will also be required to disclose information regarding significant judgments and changes in judgments, and assets recognized from costs incurred to obtain or fulfill a contract. Early adoption is not allowed. ASU 2014-09 provides two methods of retrospective application. The first method would require the Company to apply ASU 2014-09 to each prior reporting period presented. The second method would require the Company to retrospectively apply with the cumulative effect of initially applying ASU 2014-09 recognized at the date of initial application. The Company is currently evaluating the impact that the adoption of ASU 2014-09 may have on its consolidated financial statements.
 
3.  INTANGIBLE ASSETS
 
As at December 31, 2016 and 2015, the Company owns the Friendable Properties which includes domain names, logos, icons, and registered trademarks for which it paid cash consideration of $35,000.
 
4.  COMMON AND PREFERRED STOCK
 
Common Stock:
 
Issued during 2016
 
During the year ended December 31, 2016, the Company issued 652,069,721 shares of common stock to various convertible note holders for full and partial conversion of the notes (Note 10).
 
During the year ended December 31, 2016, the Company issued 65,465,714 shares of common stock to consultants in exchange for investor relations and advertising services.
 
During the year ended December 31, 2016, the Company issued 104,524,944 shares of common stock to various Series A preferred stockholders on conversion of 510 preferred shares.
 
During the year ended December 31, 2016, the Company issued 26,993,902 shares of common stock to various warrant holders for exercise of the warrants.
 
 
 
 
F-9
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
4.  COMMON AND PREFERRED STOCK (CONTINUED)
 
Issued during 2015
 
During the year ended December 31, 2015, the Company issued 190,385,736 shares of common stock to various convertible note holders for full and partial conversion of the notes (Note 10).
 
During the year ended December 31, 2015, the Company issued 1,150,000 shares of common stock to a consultant in exchange for investor relations and advertising services.
 
During the year ended December 31, 2015, the Company issued 18,638,866 shares of common stock to various Series A preferred stockholders on conversion of 642 preferred shares.
 
Preferred Stock:
 
The Series A Preferred Stock is convertible into nine (9) times the number of common stock outstanding until the closing of a Qualified Financing (i.e. the sale and issuance of the Company’s equity securities that results in gross proceeds in excess of $2,500,000).  The number of shares of common stock issued on conversion of preferred stock is based on the ratio of the number of shares of preferred stock converted to the total number of shares of preferred stock outstanding at the date of conversion multiplied by nine (9) times the number of common stock outstanding at the date of conversion.
 
5.  SHARE PURCHASE WARRANTS
 
Details of share purchase warrants during the years ended December 31, 2016 and 2015 are:
 
 
 
 
 
 
Weighted Average
 
 
 
 
 
 
Exercise
 
 
 
Number of Warrants
 
 
Price
$
 
Balance, December 31, 2014
  334 
  2,000 
Warrants expired
  (334)
  (2,000)
Warrants issued
  119,471,154 
  0.014 
Balance, December 31, 2015
  119,471,154 
  0.014 
Warrants exercised
  (27,609,756)
  0.004 
Warrants issued
  886,474,359 
  0.003 
Balance, December 31, 2016
  978,335,757 
  0.005 
 
 
 
 
F-10
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
6.  STOCK-BASED COMPENSATION
 
On November 22, 2011, the Board of Directors of Titan Iron Ore Corp. (see Note 1) approved a stock option plan (“2011 Stock Option Plan”), the purpose of which is to enhance the Company’s stockholder value and financial performance by attracting, retaining and motivating the Company’s officers, directors, key employees, consultants and its affiliates and to encourage stock ownership by such individuals by providing them with a means to acquire a proprietary interest in the Company’s success through stock ownership. Under the 2011 Stock Option Plan, officers, directors, employees and consultants who provide services to the Company may be granted options to acquire common shares of the Company.   The aggregate number of options authorized by the plan shall not exceed 4,974 shares of common stock of the Company. 
 
The following table summarizes the options outstanding and exercisable under the 2011 Stock Option Plan as of December 31, 2016:
 
 
 
Option Price
 
 
 
 
Expiry Date
 
Per Share($)
 
 
Number
 
December 21, 2021
  1,680 
  1,725 
June 21, 2022
  400 
  500 
June 25, 2023
  134 
  850 
 
 $1,044 
  3,075 
  
The Board of Directors and the stockholders holding a majority of the voting power approved a 2014 Equity Incentive Plan (the “2014 Plan”) on February 28, 2014, with a to be determined effective date. The purpose of the 2014 Plan is to assist the Company and its affiliates in attracting, retaining and providing incentives to employees, directors, consultants and independent contractors who serve the Company and its affiliates by offering them the opportunity to acquire or increase their proprietary interest in the Company and to promote the identification of their interests with those of the stockholders of the Company. The 2014 Plan will also be used to make grants to further reward and incentivize current employees and others.
 
There are 120,679 shares of common stock reserved for issuance under the 2014 Plan. The Board shall have the power and authority to make grants of stock options to employees, directors, consultants and independent contractors who serve the Company and its affiliates. Any stock options granted under the 2014 Plan shall have an exercise price equal to or greater than the fair market value of the Company’s shares of common stock. Unless otherwise determined by the Board of Directors, stock options shall vest over a four-year period with 25% being vested after the end of one (1) year of service and the remainder vesting equally over a 36-month period.  The Board may award options that may vest based upon the achievement of certain performance milestones. As of December 31, 2016, no options have been awarded under the 2014 Plan.
 
The following table summarizes the Company’s stock options outstanding and exercisable:
 
 
 
Number of Options
 
 
Weighted Average Exercise Price
 
 
Weighted- Average Remaining Contractual Term (years)
 
 
Aggregate Intrinsic Value
 
 
 
 
 
 
 
 
 
 
 
 
Outstanding and exercisable, December 31, 2014
  3,075 
  1,044 
  8.57 
  - 
Outstanding and exercisable, December 31, 2015
  3,075 
  1,044 
  7.57 
  - 
Outstanding and exercisable, December 31, 2016
  3,075 
  1,044 
  6.57 
  - 
 
7.  COMMITMENTS
 
The following table summarizes the Company’s significant contractual obligations as of December 31, 2016:
 
 
$
 
    
Employment Agreements (1)
  300,000 
 
(1) Employment agreements with related parties.
 
 
 
F-11
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)
 
8.  RELATED PARTY TRANSACTIONS AND BALANCES
 
During the year ended December 31, 2016, the Company incurred $419,183 (2015: $443,187) in salaries to officers and directors with such costs being recorded as general and administrative expenses.
 
During the year ended December 31, 2016, the Company incurred $492,487, $475,000 and $60,000 (2015: $379,420, $188,500 and $60,000) in app hosting, app development, and rent, respectively to a company with two officers and directors in common with such costs being recorded as app hosting, product development and general and administrative expenses, respectively.
  
As of December 31, 2016, the Company had a stock subscription receivable totaling $4,500 (December 31, 2015: $4,500) from an officer and director and from a company with an officer and director in common.
 
As of December 31, 2016, accounts payable includes $234,058 (December 31, 2015: $236,571) payable to a company with two officers and directors in common, and $215,000 (December 31, 2015: $175,000) payable in salaries to directors and officers of the Company. The amounts are unsecured, non-interest bearing and are due on demand.
 
During the year ended December 31, 2016, two officers forgave debt totaling $200,000 and a company controlled by two officers of the Company forgave debt totaling $300,000. The debt forgiveness was considered a capital transaction and therefore $500,000 was recorded as an increase in additional paid-in capital as of December 31, 2016.
 
The above transactions were recorded at their exchange amounts, being the amounts agreed by the related parties.
 
9.  FAIR VALUE MEASUREMENTS
 
ASC 820, Fair Value Measurements and Disclosures, require an entity to maximize the use of observable inputs and minimize the use of unobservable inputs when measuring fair value. ASC 820 establishes a fair value hierarchy based on the level of independent, objective evidence surrounding the inputs used to measure fair value. A financial instrument’s categorization within the fair value hierarchy is based upon the lowest level of input that is significant to the fair value measurement. ASC 820 prioritizes the inputs into three levels that may be used to measure fair value:
 
Level 1
Level 1 applies to assets or liabilities for which there are quoted prices in active markets for identical assets or liabilities. Valuations are based on quoted prices that are readily and regularly available in an active market and do not entail a significant degree of judgment.
 
Level 2
Level 2 applies to assets or liabilities for which there are other than Level 1 observable inputs such as quoted prices for similar assets or liabilities in active markets; quoted prices for identical assets or liabilities in markets with insufficient volume or infrequent transactions (less active markets); or model-derived valuations in which significant inputs are observable or can be derived principally from, or corroborated by, observable market data.
 
Level 2 instruments require more management judgment and subjectivity as compared to Level 1 instruments. For instance: determining which instruments are most similar to the instrument being priced requires management to identify a sample of similar securities based on the coupon rates, maturity, issuer, credit rating and instrument type, and subjectively select an individual security or multiple securities that are deemed most similar to the security being priced; and determining whether a market is considered active requires management judgment.
 
Level 3
Level 3 applies to assets or liabilities for which there are unobservable inputs to the valuation methodology that are significant to the measurement of the fair value of the assets or liabilities. The determination of fair value for Level 3 instruments requires the most management judgment and subjectivity.
 
Pursuant to ASC 825, cash is based on Level 1 inputs. The Company believes that the recorded values of accounts receivable and accounts payable approximate their current fair values because of their nature or respective relatively short durations. The fair value of the Company’s convertible debentures approximates their carrying values as the underlying imputed interest rates approximates the estimated current market rate for similar instruments.
 
As of December 31, 2016, there were no assets or liabilities measured at fair value on a recurring basis presented on the Company’s balance sheet, other than cash. 
 
 
 
 
 
F-12
FRIENDABLE, INC.
NOTES TO THE CONSOLIDATED FINANCIAL STATEMENTS
FOR THE YEARS ENDED DECEMBER 31, 2016 AND 2015
(Expressed in US dollars)

10.  CONVERTIBLE DEBENTURES
 
Short-term Convertible Debentures:
 
Conversion Feature
Issuance
Net Principal ($)
Discount ($)
Carrying Value ($)
Interest Rate
Maturity Date
a
)
02-Apr-13
5,054
-
5,054
0
%
02-Jan-14
b
)
05-Aug-15
737,630
160,001
577,629
7
%
05-Feb-17
b
)
05-Aug-15
18,249
4,001
14,248
7