Need some help? Close Help

Monkey Lectric

Consumer Products
UK - South
Date Rated:
Valuation (Pre Money):
Industry: Consumer Products
Location: UK - South
Platform: Crowdcube
£100,000 Seed
Valuation: £1,000,000
Date Rated: 18/09/17



Tax Status: EIS

Business Summary

Elite Natural Holdings Ltd. (ENH) have exclusive rights to sell MonkeyLectric bike lights in the UK until 2021 with a renewal for a further 3 years if sales targets are met. They are stocked by Argos, Halfords and, among others. These funds will be used to market Monkey Lights.

Financial Overview

Date (y/e) Nov-18
Sales Nov-18£2,571,319
Gross Profit Nov-18£1,321,941
GP as % sales Nov-1851%
Overheads Nov-18£150,000
Operating Profit Nov-18£1,171,941
OP as % sales Nov-1846%
Closing Cash Nov-18-

Note: This financial information has been sourced from the company on 15/09/2017 or from public sources. Financial data is NOT verified by Wheatfromchaff Ltd.
The ENH team is made up of two Sales Directors, though one does claim to have run a property business before providing some leadership experience.
Both Founders are young so have short career histories. What experience they do have is hard to tease out from their multiple LinkedIn profiles, though we note that Okobay is insolvent.
The Founders are both involved in 2 other businesses as a pair and a further 1 each, all apparently health-food related.
The UK market for cycling accessories is worth over £100m, and lights are the most popular sub-category. But growth has been stagnating and Monkey Lights are an optional 'nice to have'.
Monkey Lights have been in production since 2011 and the manufacturer has been selling them in the UK on Amazon since May-12. In that time they have received positive reviews.
Alternative products are readily available on Amazon and Alibaba, threatening ENH on two fronts. Many guides are also available that would allow cyclists to build comparable systems themselves.
There is insufficient information available to fairly rate this aspect of the business


The fundamental issue facing investors here is that they are not investing in a business with its own products, IP and brand, but in a duo of young sales professionals that have secured the right to distribute one product for a fixed period of time. There is only one year of financials provided, no information on any strategy to build a sustainable business around this one contract, nor indeed how investors are supposed to get their money back.

Until there is some more clarity around these key points this is one to avoid.

Related Links

Crowdcube Pitch


Right To Reply

Are you the entrepreneur? If you would like to publish a comment on our rating, please contact the ratings team.

Latest Forum Comments

Read All Comments


The views and opinions expressed on this bulletin board are the sole property and responsibility of the author. Neither Crowdrating nor Wheatfromchaff Ltd, nor any of the directors or officers of Wheatfromchaff Ltd accept any responsibility or liability for them. Readers should be aware that comments do not constitute investment advice and may be inaccurate. Please seek to verify and take advice on all comments before relying on them in the context of any investment decisions you may make. if you wish to use the bulletin board please be aware you are accepting full responsibility and liability for what you write. Please look here for more specific rules we impose on people using our bulletin boards. We moderate all bulletin boards and we reserve the right not to publish your comments.


Your capital is at risk when you invest in shares and debt securities. You can lose some or all of your money and may not be able to realise your investment. Therefore you should should never invest more than you can afford to lose. If in doubt about the suitability or tax implications of any investment, please seek independent financial advice. 

Information published on this website and any other reports or ratings published on or by Wheatfromchaff Limited (trading as Wheatfromchaff) have been prepared by us in the United Kingdom for information purposes only. Wheatfromchaff Ltd is Authorised and Regulated by the Financial Conduct Authority FRN: 751017. 

No content on this website or on any reports or ratings published on this website nor any copy of it, nor any other reports or copies of them published on may be reproduced, redistributed or copied in whole or in part for any purpose. Any and all reports have been approved by, and are being distributed in the UK and the European Union (EU) only and are not to be distributed in any other jurisdictions where their distribution may be restricted by law and persons into whose possession this or any other reports come should inform themselves about and observe such restrictions.

This report and any other reports published on do not constitute an offer or a solicitation to buy or sell any securities referred to herein. It should not be so construed, nor should it or any part of it form the basis of, or be relied on in connection with, any contract or commitment whatsoever. The information on this website or in reports or ratings published by Wheatfromchaff, or on which this or any other reports are based, has been obtained from sources that Wheatfromchaff believes to be reliable and accurate, and in accordance with COBS 2.4 of the FSA Handbook we have verified it to the best of our ability. However, it has not been independently verified and no representation or warranty, express or implied, is made as to the accuracy or completeness of any information obtained from third parties. The information or opinions are provided as at the date of this report or any other report publication dates and are subject to change without notice. The information and opinions provided in this and any other reports take no account of the investors/ individual circumstances and should not be taken as specific advice on the merits of any investment decision. Investors should consider any or all of the reports or ratings we publish as only a single factor in making any investment decisions.  

Wheatfromchaff does not accept any liability whatsoever for any direct or consequential loss however so arising, directly or indirectly, from any use of this report nor its contents. Investors may receive back less that they invested as investments may fall as well as rise in value. Investors should obtain independent advice based on their own circumstances before making investment decisions. By accepting this report you agree to be bound by the foregoing limitations.

The Ratings we publish have been approved and issued at Financial Promotions in the United Kingdom by Wheatfromchaff in the United Kingdom who is Authorised and Regulated by the Financial Conduct Authority FRN: 751017. Wheatfromchaff Limited registered office is Kilver Court, Kilver Street, Shepton Mallet, Somerset, BA4 5NF and telephone number +44 (0) 1749 347 577. Telephone calls may be recorded. VAT No: 214 0196 49

© Wheatfromchaff Ltd All Rights Reserved February 2017