The most thorough guide to understanding MLM (multi-level marketing) ever published – MLM‘s appeal, its uniq...
CONSUMER AWARENESS INSTITUTE
MULTI-LEVEL MARKETING UNMASKED By Jon M. Taylor, MBA, Ph.D.
The most thorough guide to understanding MLM (multi-level marketing) ever published – MLM‘s appeal, its unique features and inherent flaws, its deceptions and devastating effects, its culpability to federal and state laws, and needed regulatory reforms. The book also explores key legal cases and answers the most frequently asked questions – all based on 20 years research, worldwide feedback, consultation with top experts, and analysis of over 500 MLMs by a qualified analyst. For federal and state regulators, legislators, attorneys, consumer advocates, financial advisors, researchers, educators, the media, and consumers. (formerly titled THE CASE AGAINST MULTI-LEVEL MARKETING – AN UNFAIR AND DECEPTIVE PRACTICE)
© 2014 Jon M. Taylor, Consumer Awareness Institute Earlier versions under similar titles: The Case Against Multi-level Marketing and Unfair and Deceptive Practice, copyrighted in 2013 and The Case (for and) Against Multi-level Marketing copyrighted in 2011 and 2012 Info-graphics by Alan Connell and Jon Taylor Cartoons by Cal Grondahl and Kristopher Taylor Printed in the USA How to obtain copies: Download digital copies from mlm-thetruth.com For hard copies, contact Jon Taylor directly: Email – [emailprotected] Telephone – (801) 671-1870
ACKNOWLEDGEMENTS My thanks go to scores of committed consumer advocates, government officials, attorneys, media representatives, investment advisors, educators, former MLM (multi-level marketing) victims and participants, web designers, and persons who have shared their experiences and feedback from countries all over the world. I want to give special recognition and thanks to my wife, JoAnn, who – after tolerating my MLM involvement for a year – challenged me to make a decision between her and a prominent MLM – which started me on this quest for the truth about MLMs, or product-based pyramid schemes.
LEGAL DISCLAIMER These opinions, calculations, analyses, and reports are intended purely to communicate information in accordance with the right of free speech. They do not constitute legal or tax advice. Anyone seeking such advice should consult a competent professional who has expertise on endless chain or pyramid selling schemes (MLMs). Readers are invited to validate the author‘s research using the analytical tools provided. Readers are also advised to obey all applicable laws, whether or not enforced in their area. Neither the Consumer Awareness Institute nor the author assumes any responsibility for the consequences of anyone acting according to this information.
TABLE OF CONTENTS NOTE: To allow for updates, pages are numbered separately within each chapter. Each chapter begins with a descriptive table of contents. Number of pages PREFACE – and endorsem*nts SUMMARY OF FINDINGS ABOUT MLM
4
INTRODUCTION – Summary of research, the powerful appeal of MLM, the need for this investigation, and questions to be answered
6
Chapter 1: MLM UNDER THE MICROSCOPE, Why and how the research upon which this report is based was undertaken, and why the author can speak with authority on the subject
10
Chapter 2: MLM DEFINITIONS AND LEGITIMACY – What MLM is and is not – and the difference – if any – between MLM and pyramid schemes (includes 34 pages of appendices) 74 Chapter 3: MARKET SATURATION AND COLLAPSE – MLMs fundamental flaws, and how established MLMs skirt these flaws in their systems – primarily by re-pyramiding (includes 8-page appendix)
20
Chapter 4: PRODUCTS AND PRICES – Questionable MLM product claims – and overpriced products
10
Chapter 5: RECRUITING A DOWNLINE – Why the emphasis in company communications is on selling, while in practice the emphasis is on recruiting – and what it costs to successfully recruit a downline in Nu Skin and other MLMs
8
Chapter 6: ATTRITION RATES OF MLM PARTICIPANTS – Why few recruits stay, and why it matters
6
Chapter 7: MLM'S ABYSMAL NUMBERS – What the data show about the lack of profitability of MLMs as bogus ―business‖ or ―income opportunities‖ (includes 13 pages of appendices)
56
Chapter 8: MLM - A LITANY OF MISREPRESENTATIONS – MLM as a composite lie (includes 34 pages of appendices)
40
Chapter 9: VILLAINS AND VICTIMS – Who are they? (includes 27 pages of appendices)
37
Chapter 10: IS MLM LEGAL? When is an MLM a fraudulent business opportunity? Or an illegal pyramid scheme? Are all MLMs technically illegal? What are the most significant legal precedents for MLM cases? (80 pages of appendices, including state laws relating to MLM, and $10,000 ―unfair and deceptive practices‖ challenge) 110 Chapter 11: WHERE IS LAW ENFORCEMENT IN ALL THIS? Consumers, investors, the media, and others deserve an answer for blatant inaction by law enforcement – and why victims seldom file formal complaints (includes 17 pages of appendices) Chapter 12: IS MLM A MORAL AND ETHICAL BUSINESS? A terse answer Chapter 13: ACTIONS NEEDED – To recover losses and to prevent harm to consumers (includes 8 pages of appendices) – FINAL CONCLUSIONS for the report
39 4 15 3
PREFACE This book – and the research behind it – is intended to meet the need for a thorough analysis of the business model called multi-level marketing (MLM – a.k.a. ―network marketing‖) and its embodiment in the emergence of hundreds of MLM programs (MLMs). Worldwide, tens of thousands of consumers are approached daily with promises of income and independence from joining one of these MLMs. From the research reported here I conclude that tens of millions of consumers lose tens of billions of dollars every year. At the outset it should be noted that Multi-level Marketing Unmasked is not strictly a report of legal arguments against any MLM, although attorneys and law enforcement officials should find it invaluable in building their cases. I am writing from the perspective of a qualified business analyst, consumer advocate, instructor in entrepreneurship, management, and ethics, and experienced entrepreneur and salesman. Since I am not an attorney, when commenting on legal matters I have been careful to consult with qualified legal counsel and/or experts with extensive law enforcement experience. While I have made tedious efforts to edit the report for errors, I do not claim that it is perfect or free for any errors in grammer, spelling, and other minor problems. I supplied descriptive tables of contents for easy reference, but with their detail, there may be some mistakes. Hopefully, the reader will see beyond these and acknowledge the value of the important research reported herein.
Letter of endorsem*nt from Bruce Craig, who litigated some early pyramid scheme cases: RE: the book MULTI-LEVEL MARKETING UNMASKED (revised title1), and the separate report titled REGULATORY CAPTURE: The FTC‘s Flawed Business Opportunity Rule Dear Dr. Taylor: As an Assistant Attorney General with the State of Wisconsin (19671997) I litigated a number of pyramid cases and drafted Wisconsin's prohibition of 'Chain Distributor Schemes'. Since retiring, I have been active in attempting to obtain a meaningful regulatory response to these highly destructive schemes. These efforts include a number of contacts with the Federal Trade Commission, the agency primarily responsible for regulation in this area. For at least the past eight years I have been in frequent contact with you, and others, on this topic. I think it would be fair to say that the FTC has been less than effective in dealing with this problem, culminating in its exemption of Multi-level Marketing from the recently enacted Business Opportunity Rule. Your two publications reflect an impressive body of research on this topic, detailed analyses of actual profitability and the mechanics of these plans, considerable and extensive efforts to communicate your concerns to the Commission and other interested parties, and a thoughtful effort to communicate with those contemplating joining these plans. Further, the publications represent a detailed repository of existing pyramid legislation, earnings, evaluations of a large number of multi-level companies, the many legal cases dealing with this subject, explanations of the mechanics of these plans, and detailed communications by interested parties on the subject of effective regulation by the Federal Trade Commission. The comment on 'Regulatory Capture' is compelling and thoroughly documented. You are to be complimented on these efforts. They fill the considerable need for a single source of virtually all information on this subject. I would recommend that those interested in these documents download them from your website, as they contain a number of active hyperlinks to the extensive documentary record involved. Sincerely, Bruce A. Craig, former Assistant Attorney General for Wisconsin
1
Originally The Case (for and) against Multi-level Marketing, originally published in 2011
Praise from other MLM experts: Kudos to Dr. Taylor for shining the light of truth into every nook and cranny of network marketing. Prudent readers should conclude that if the so-called "MLM business opportunity" were presented honestly, no one would buy into it. – Stephen Barrett, M.D., sponsor, Quackwatch.org and MLMwatch.org
A truly remarkable and comprehensive resource for consumers, lawyers, legislators and regulators. I am particularly impressed with the detailed comparison of state anti-pyramid scheme laws, and the collection of many other legal materials. . . you have done a beautiful job in organizing and presenting it in a methodical fashion. I cannot imagine anyone reading this and coming to any conclusion other than that MLM is a monumental fraud. This book is truly a legacy of which you must be very proud. As I have said before, in the MLM world you are ―the voice of one crying in the wilderness.‖ –
From letter to Jon Taylor from Douglas M. Brooks, a Boston attorney who has tried many MLM cases
NOTE: Both the methodology and calculations in my research were validated by five financial experts – See Appendix 7A at the end of Chapter 7 (―MLMs Abysmal Numbers‖)
SUMMARY OF FINDINGS ABOUT MLM (MULTI-LEVEL MARKETING) By Jon M. Taylor, MBA, Ph.D., Consumer Awareness Institute
My preparation for this book includes (but is not limited to) the following:
As a business model, is MLM legal and ethical?2
MBA with 2 years study in statistics, economics, accounting, and finance PhD in applied psychology, including behavioral incentives A review of thousands of pages of research on MLM and home business opportunities Involvement in 48 home business startups, including several sales oriented businesses 20 years of worldwide feedback Review of applicable federal and state laws One-year test of Nu Skin program, followed by publication of the book The Network Marketing Game Analysis of the compensation plans of over 500 MLMs (MLM programs)
1. MLMs depend on unlimited recruitment of a network of endless chains of participants. 2. Participants secure and advance to ranks or positions in a pyramid (―downline‖) of participants based on timing and recruitment, rather than on merit or appointment. 3. As endless entrepreneurial chains, or ―opportunity‖ recruitment schemes, MLMs assume an infinite market, which does not exist in the real world. They also assume virgin markets, which don‘t exist for long. They would be doomed to eventual market saturation and collapse, except that some avoid this by expanding (―re-pyramiding‖) to other countries and/or through the same markets with new product offerings. 4. Therefore, as endless chains, MLMs are ihherently flawed, unfair, and deceptive – profitable primarily for those positioned at or near the top of the hierarchy of participants, which I call ―TOPPs‖ (top-of-the-pyramid promoters) – who are often the first ones in the endless chains of recruitment. New recruits are being sold a ticket on a flight that has already left the ground. 5. Worldwide feedback suggests that MLMs can be extremely viral and predatory. As endless chains, MLMs quickly spread from state to state and often to vulnerable foreign markets. As a result, they are far more prevalent than legitimate business opportunities. 6. I have challenged any one to identify any ―business opportunity‖ that is systemically more unfair and deceptive, and more viral and predatory than MLM. No one has met the challenge. 7. MLMs typically finance their operations from purchases by participants who are incentivized to buy overpriced products to
With all this background, I come to the conclusions below in answer to key questions about MLM.
What is the appeal of multi-level marketing? 1. The ―easy money‖ appeal of MLM is often couched in terms such as ―time freedom‖ (to do what you want), perpetual or ―residual income‖ (like author‘s royalties or annuities), and ―unlimited income possibilities,‖ with the success of recruits limited only by their efforts. 2. MLMs are often sold as a viable alternative to an unfavorable job market and as a better route to retirement than traditional plans. 3. MLM programs typically sell ―pills, potions, and lotions‖ or other products that are consumable, that have unique appeal, and that can be claimed to deliver benefits not available elsewhere. 4. One sees a strong sense of belonging, or an ―us versus them‖ cultish mentality.
2
For a thorough analysis of what separates MLM from other business models, read Chapter 2.
qualify for commissions and for ―rank advancement‖ (to advance to higher levels in the pyramid of participants). With the exception of some party plans, the majority of sales are typically to participants. 8. Typically, MLM products are unique (making it difficult to compare with competing products), consumable (to encourage repeat purchases), and priced higher than products sold elsewhere (to pay commissions on many levels of participants). 9. In MLMs, most of the commissions are paid to those at or near the top levels in the hierarchy of participants (TOPPs). It is this extreme concentration of commissions paid to TOPPs that motivates them to recruit tirelessly to expand downlines, thereby assuring not only their outsized income, but the MLM‘s survival and growth. Continual recruitment is needed also to replace dropouts, due to high failure rates. 10. Relative vertical equality3 in commission structure – which appears benign – results in extreme inequality in distribution of income to participants. This extreme inequalify is further proof that MLM qualifies as an unfair and deceptive practice, which the FTC and Attorneys General of the 50 states should be actively combatting. 11. Most MLMs become even more topweighted with five or more layers in their compensation plans – more than are functionally justified. 12. Some have asked if it is possible to design an MLM that is honest and fair to all participants. To accomplish this would require major adjustments, such as the following: a) Commissions would be paid only on sales to non-participants – and no overrides or commissions paid for purchases of downline participants.4 b) For each sale, over 50% of total commissions and bonuses paid by the company would be paid to the front-line person who sells the products, with amount of
Unfortunately, to my knowledge, none of the MLM founders have taken such steps to achieve honesty and fairness. (See "What would a good MLM look like" in Chapter 2) 13. The villain in MLM abuse is not so much the leaders as a flawed system built on unlimited recruitment of endless chains of participants as primary customers. MLMs enable the transfer of money from a rapidly churning supply of new recruits to TOPPs, founders, and the company itself. 14. MLM promises what it cannot deliver. To be successful, MLM promoters depend on a litany of deceptions, including much selfdeception. Misrepresentations regarding products, income potential, and legitimacy are commonplace in MLM.5
3
5
See Chapter 7 for a discussion of ―relative vertical equality in commission structure‖ – and its effects 4 See Omnitrition case in Chapter 10..
commissions decreasing at each higher rank level. c) The number of levels on which commissions can be paid would be limited to four (the maximum needed to manage any standard sales function, including branch, division, regional, and national managers). Unfair features of breakage and highly leveraged breakaway programs would be banned. d) There would be no minimum ongoing purchase requirements to qualify for commissions or rank advancement.
Based on the foregoing and on the research discussed below, if asked if MLM is a moral or ethical business model, I would have to answer ―no!‖6 MLM is clearly an unfair and deceptive practice and should be illegal under Section 5 of the FTC Act, as well as state statutes that mandate against unfair and deceptive practices. Some states also have laws against endless chains,7 and MLMs clearly violate these. However, the Direct Selling Association (DSA) and the MLM industry, has lobbied successfully for weakening of laws and rules that could offer some protection for consumers.
See Chapter 8 See Chapter 12 7 See Appendixes 10B and 10F in Chapter 10 6
What are the effects of MLM on participants and on society? 1. Based on available company data, approximately 99.7% of all MLM participants lose money – spending more on company purchases and minimal operating expenses than they receive in commissions from the company. Attrition rates are high. And if one removes TOPPs from the calculations of average income, the loss rate is closer to 99.99%, which means that the chance of new recruits profiting is virtually ZERO. 2. As is true with any scam, those who invest the most, lose the most, having accepted deceptive claims that the MLM is a legitimate income opportunity, and having continued to invest in the vain hope of eventually profiting handsomely. 3. Sales reported by MLM companies represent losses to participants. So based on DSA statistics, aggregate losses8 suffered by tens of millions of victims exceeds ten billion dollars a year in the U.S., with additional losses suffered by vulnerable populations overseas. This means that total aggregate losses from hundreds of millions of victims worldwide since the 1979 Amway decision. would amount to hundreds of billions of dollars. 4. Abuses from participation are widespread in the MLM industry. In some cases, monetary losses from MLM participation lead to heavy indebtedness, bankruptcy, foreclosed mortgages, and failed education and career pursuits. 5. Some MLM participants lose more than money. Divorces and rifts among extended families are commonplace. Even suicides and murders related to participation in MLM, have been reported. 6. Addiction to MLM can result from excessive commitment to MLM – which can become a lifestyle. ―MLM junkies‖ – who have internalized its ―easy money‖ appeal – may find it difficult to work again in a normal work setting. 7. MLM is an unfair and deceptive practice (UDAP) that siphons money away from legitimate businesses. And with the FTC‘s granting of an exemption to MLMs from 8
These losses are counted as ―sales‖ by the DSA and MLM industry.
having to comply with its Business Opportunity Rule, the market for legitimate non-MLM direct selling and other business opportunities could be virtually eliminated in favor of businesses that convert to an MLM format to escape regulation.
Are MLMs legal? If not, what explains the inaction by law enforcement 1. The case can easily be made that virtually all MLMs are violating some federal and state laws, although law enforcement seldom acts against them – partly because victims of endless chains rarely file complaints. For the same reason (as well as financial support from MLMs and the DSA – see #3 below), the Better Business Bureau seldom issues a negative report on major MLMs. The media have been largely silent. 2. The DSA, together with major MLMs, work together as a cartel to weaken laws and regulatory efforts against product-based pyramid schemes. Through promised votes and carefully placed political contributions to Attorneys General and other key politicians, they have been successful in getting laws passed in Utah and other states that exempt MLMs from prosecution as pyramid schemes. They have donated to the political campaigns of presidential candidates and to those with oversight responsibility for the Federal Trade Commission to assure that no action is taken on the federal level by the FTC or any other agency. 3. Even the Better Business Bureau is corrupted by support from the DSA/MLM cartel, members of which are ―corporate sponsors‖ of the BBB. Amway, for example, gets an A+ rating from the BBB – which says more about the BBB than it says about Amway. 4. Law enforcement officials, the media, and MLM victims, have become conditioned to focus on the question of whether or not an MLM is a pyramid scheme. Since the DSA/MLM lobby has successfully obfuscated this issue with the indeterminate question of what percentage ot products are consumed, nothing gets done. The issue of whether
or not an MLM is an unfair and deceptive practice is more easily determined, as this book proves. 5. Most MLM participants spend no more than a few hundred dollars in products and services and then drop out. They are the lucky ones. Despite having spent more than they received, few blame the company for their losses – even losses of many thousands of dollars. They have been taught that they – not the company – are responsible for any failures. 6. The silence of victims of MLMs is also explained by the fact that in every endless chain, major victims are also perpetrators, having recruited as many people as possible to recover costs of participation. So they fear self-incrimination if they file a formal complaint, and they fear consequences from or to those they recruited – which often include close friends or family members.
MLM not legitimate direct selling Recruitment-driven MLMs (which is virtually all MLMs) can be distinguished from legitimate direct selling by the following characteristics in their compensation plans: 1. They assume unlimited recruitment of endless chains of participants. 2. Except for TOPPs, participants advance by recruitment, rather than by appointment like other businesses. 3. In order to qualify for commissions or advancement, participant must make minimum incentivized or ―pay to play‖ purchases of products or services. 4. Compensation plans allow for relative vertical equality in commission payout, which results in extreme inequality in payout to the entire network of participants. Most of the override commissions paid by the company are paid to those at or near the top of a pyramid of participants – often the first to join. Founders may also skim a percentage of all revenues. 5. For most MLMs, company payout is to five of more levels of participants, with commissions to those at the bottom levels seldom enough to cover the cost of ―pay to play‖ purchases and other expenses.
Actions needed 1. Consumers. law enforcement, and the media must get informed 2. Crucial information must be disclosed to prospects to make informed decisions about MLM participation, such as average commissions from – and payments to – the company for all participants. 3. MLM promoters must not be allowed to make income promises to prospects. 4. A 7-day waiting period should be required before any investment is made by prospects. 5. Victims must be more active in complaining to authorities. Conclusion – defining MLM I conclude with what I believe is the only accurate, research-based, and consumerfriendly definition of the business model labeled ―multi-level marketing‖: It applies to over 500 MLMs I have analyzed: Multi-level marketing (MLM) is a purported income opportunity, in which products are sold by recruitment of persons who are incentivized to buy products and to recruit others in endless chains of participants, who must buy products to qualify for commissions and to advance upward through multiple levels in companysponsored pyramids of participants. Further – With unlimited recruitment, MLM assumes an infinite market, which does not exist in the real world. It also assumes a virgin market, which cannot exist for long. MLM is therefore inherently flawed, unfair and deceptive. It can also be extremely viral and predatory. Prospects are typically lured into MLM with exaggerated product and income claims. Rewards are stacked in favor of those at or near the top of the pyramid, who are often the initiators. Since approximately 99% of participants lose money, most of them eventually drop out, to be replaced by a continual stream of new recruits, who are likewise destined for loss and disappointment.
Intro 1
INTRODUCTION: MLM‘s appeal – and questions to be answered
Contents Table of contents Preface Letters of endorsem*nt Introduction: MLM‘s powerful appeal Intro.1 The Amway precedent ‖ 1 A much needed investigation ‖ 2 The many questions to be answered ‖ 2 Is MLM an unfair and deceptive practice? ‖ 3 The book‘s title is appropriate. ‖ 3 The author‘s ―$10,000 ‗unfair and deceptive practices‘ challenge‖ ‖ 4 Qualifications of author/analyst ‖ 4 Source material for this book ‖ 5 Recommended reading & web sites ‖ 5
MLM‘s powerful appeal People join an MLM for a variety of reasons. Most are recruited by a family member or friend – or from contacts as work.. Some learn about a program over the Internet. The products may seem to answer some unmet need, such as protection from illness or aging. They may be very unique and offer benefits that promoters claim are not available elsewhere. The opportunity to be self-employed from home appeals to many who are tired of depending on fickle employers who can lay them off at any time. They see their work as dead-end jobs with no real long term potential. Others are unemployed and find in MLM the chance for at least some income. Even some professionals tire of trading time for money and like the option of owning a business that promises passive income. MLM offers an inexpensive alternative to more expensive options for owning a business. It can cost a small fortune to buy a franchise or an established business from someone else, and starting a business from scratch may take months to get off the ground. MLM is easy to get into and appears to be a good way to be your own boss. Some get into MLM because of a promoter‘s promise of virtually unlimited income, or at least income proportional to the time and effort put forth. But some get into MLM in hopes of supplementing their income, paying off debts, or financing college for their children. Others are led to believe they
can earn a little extra cash for Christmas or for family vacations by working seasonally. And of course you can‘t beat the feeling of camaraderie that MLM offers. You are told that you can be in business for yourself, but not be by yourself, and that in helping yourself, you will be helping others – often hundreds in the organization you recruit and build, who look to you for support, as they each build their own business under you. Robert Kiyosaki, author of Rich Dad, Poor Dad stated: ―MLM levels the playing field and allows the average person to become financially free. This means not having to punch a time clock, the time freedom to pursue other interests without having to worry about money, and the means to be in control of your future.‖9 Who would not want all that?
The Amway precedent In 1979, Robert Pitofsky, Chairman of the FTC (Federal Trade Commission), wrote the controversial decision that Amway was ―not a pyramid scheme.‖10 This ruling assumed Amway‘s compliance with certain ―retail rules‖ to assure that products were sold to the public and not just stockpiled. These rules were never significantly enforced. MLM promoters cite the Amway precedent as justification for their programs, in spite of mounting evidence of misrepresentations in MLM recruitment campaigns and high loss rates among participants. Thousands of MLMs have come and gone since 1979, and many hundreds remain – spreading virally from state to state and to vulnerable markets overseas. Anyone reading the evidence with an open mind will understand why I and other consumer advocates lament 9
Cited in ―The Truth about Multi-level Marketing,‖ by Angela Lee – betternetworker.com, June 26, 2011 10 93 F.T.C. 618, 716-17 (1979).
Intro 2 the Amway ruling – and failure to take remedial action since – as repudiation by FTC officials of the agency‘s mission to protect consumers from ―unfair and deceptive acts or practices in or affecting commerce.‖11 This is an important topic because since 1979, hundreds of millions of MLM participants have in the aggregate been affected in amounts totaling hundreds of billions of dollars worldwide. And whether these participants were benefitted or victimized is a topic of hot debate between those who see MLM as a legitimate type of direct selling or home business opportunity – and those who see it as an inherently flawed unfair, and deceptive business model – causing nearly all participants to suffer losses, only to enrich founders and those at or near the top of their respective pyramids of participants – who are generally the first ones to join the endless chains of recruitment.
A much needed investigation This independent detailed investigation is long overdue. A survey of legal and business journals, Internet web sites, and a library of MLM promotional and training materials yields a mountain of opinions on both sides of a very contentious and ONGOING debate about the legitimacy of MLM. But nothing approaching this level of research and analysis on the underlying business model has ever been undertaken by a qualified independent research entity not underwritten by the MLM industry. I have brought together not only a brief sampling of opinions on both sides, but an assimilation of analytical thinking and independent research that effectively answers a host of questions. To illustrate the many facets of this topic, the list below is just a sample of the many questions that have arisen in my 20 years of research on this topic – and that will be addressed in this publication.
11
15 U.S.C. § 45(a)(1)
The many questions answered in this book
to
be
Is MLM a viable business model? Or is it seriously and fundamentally flawed? Is MLM a pyramid scheme in disguise? How can MLM be clearly differentiated from other business models? What is the impact of MLM on individuals, families, and on society at large? How much money is gained or lost individually and in the aggregate? Are rewards proportional to effort; or do those who invest the most, lose the most? Should those who fail, blame themselves for not ―working the system‖ – or blame the MLM as a scam? Can MLMs with their endless chain of recruitment continue indefinitely, or are they destined for saturation and ultimate collapse? Are MLMs profitable as business opportunities? And is a lifetime of ―residual income‖ possible for all who work hard at MLM? Can a person profit from working in MLM just part-time or seasonally? Is MLM an honest business, or is it a system dependent on misrepresentations and unfair business practices? Are some MLMs legitimate, and others scams; and how can one tell the difference? Is a ―good MLM‖ an oxymoron? Can everyone profit from MLM? Or is it just the founders and those at the top levels that reap most of the company payout? Do most recruits merely join to get the products at a discount – as promoters claim? Are products sold by MLMs what promoters claim they are? Or are they overhyped and misrepresented? Does MLM cut out the middleman? Or are MLM products overpriced to pay off the many levels of distributors? Are prices of MLM products competitive enough to be sold at listed retail prices? Or do MLMs depend on purchases by participants for most of their sales revenues?
Intro 3 Do MLMs foster good relationships? Or does a person risk squandering one's social capital by participating in MLM? Does MLM invite openness, or does it lead to more closed and cultish behavior? Do endorsem*nts by famous people and support of charities make MLM legitimate? Do ―success tools‖ really benefit users, or do they primarily enrich upline sponsors? Does the DSA (Direct Selling Association), the MLM lobby, serve only the interests of its members, or does it also – with its ―Code of Ethics‖ – seek to protect consumers from harmful programs? Do its chance elements qualify MLM as a form of gambling, or as a lottery? Are MLMs legal everywhere? Or are they technically legal in some jurisdictions, and not legal in others? If MLM is technically illegal in some states, why are they still operating? Where are consumer protection agencies, such as the FTC, in all this? Do officials have the skills, the resources, and the will to challenge fraudulent MLMs? Is MLM ethical? Is unethical behavior of participants rewarded more than ethical behavior? What actions can a victim take to recover losses from MLM?
•
Can a person be addicted to MLM? If so, what can friends and family members do to deprogram an ―MLM junkie‖?
•
What actions are needed to protect the public from ―unfair and deceptive acts or practices?‖ While a resolution of these issues may seem a daunting task, I am confident that these questions are answered here as well as they can be answered from available research, and that all who read with an open mind will be better able to answer these questions for themselves. Hopefully, readers will also be willing to share this information with others to protect them from loss and disappointment.
As a business model, is MLM an unfair and deceptive practice? Many look at MLM as a legitimate business model and attempt to single out individual programs as ―bad actors.‖ However, in chapters 2 through 8, the reader will find compelling evidence for the extreme unfairness and deceptive nature of MLM as business model and as practiced throughout the industry. Technically, this should make MLMs subject to prosecution under Section 5 of the FTC Act, as well as statutes in some states against unfair and deceptive practices – or endless chain recruitment schemes. Loss rates are extraordinary – averaging 99.8% (or about 99.9% for new recruits) for the MLMs for which I have been able to obtain relevant data. This in itself would not be so bad, except that it is promoted as an ―income opportunity‖ – or even as a ―business opportunity‖ – a misrepresentation in itself. As will be explained in Chapter 7, the odds are far better at the gaming tables in Las Vegas. After reading these chapters, the reader may wonder if it is appropriate to refer to an MLM such as Nu Skin, with its inherent flaws, as a ―business‖ at all. Some who are familiar with MLM‘s abysmal statistics feel it is more appropriate to refer to any MLM as a scam.
The book‘s title is appropriate. MLM as a business model is based on unlimited recruitment of endless chains of participants, as are ―pay to play‖ chain letters and classic no-product pyramid schemes – both of which are illegal. In fact, every one of the compensation plans of the 500 MLMs I have analyzed assume an infinite market – which does not exist in the real world. They also assume virgin markets, which don‘t exist for long, necessitating that the MLM promoters enter – or ―re-pyramid‖12 into – new markets with the same deceptive promises of ―residual‖ or even ―unlimited‖ income. MLM is almost always unprofitable for participants, except for TOPPs (top-of-thepyramd promoters) at or near the top of the pyramid – who are usually the first ones to join and who may profit from the purchases of what is often a huge ―downline‖ of recruits 12
The term ―re-pyramid‖ will be explained in Chapter 3.
Intro 4 churning beneath them. Typically, MLMs have little sustainable customer base and are primarily dependent for revenues from purchases of a network of participants – 99% of whom lose money. Thus, MLM as a system is fundamentally flawed, unfair, and deceptive. In addition, worldwide feedback suggests that MLM is extremely viral and predatory. The evidence from independent research as reported in this book will clearly support these conclusions. This is why the case for MLM is not given much attention in this work, though some typical arguments put forth by MLM promoters and defenders are briefly discussed, where appropriate. The FTC considers classic, no-product pyramid schemes unfair and deceptive and therefore illegal13. Bruce Craig, former assistant to the Attorney General of Wisconsin (who worked on several early MLM/pyramid scheme cases) wrote: ―The premise of „multi-level vs. pyramid‟ marketing may well represent a distinction without a difference.‖14 (See Appendix 2F) The addition of products may merely serve to disguise or launder the investment in a pyramid scheme. This is not merely author bias. Looked at objectively, any independent analyst with basic understanding of markets and statistics who had objefctively reviewed this research would agree with this conclusion. And to those who claim I am biased in my research and writings, I would respond that I have gone where my research has taken me. At one time I was actually quite enthusiastic about MLM. But as my research, experience, and understanding of the unfairness and deceptions in the fundamental MLM business model grew, I became increasingly critical of 13
In a letter to me dated May 22, 2001, FTC attorney Robert Frisby wrote: Section 5(a)(1) of the Federal Trade Commission Act, 15 U.S.C. 45(a)(1), states that "Unfair methods of competition in or affecting commerce, and unfair or deceptive acts or practices in or affecting commerce, are hereby declared unlawful." While the Federal Trade Commission Act does not specifically address pyramid schemes, such schemes have been deemed unlawful under the Federal Trade Commission Act. In re Koscot Interplanetary, Inc., 86 F.T.C. 1106 (1975). 14 Letter dated February 25, 2000, from Bruce Craig to Robert Pitofsky, Chairman of the FTC (Appendix 2F) – and the official who drafted the Commission‘s 1979 Amway opinion
the MLM industry. I am now convinced that no modern business is more unfair and deceptive than multi-level marketing. Chapters 2 through 7 demonstrate the infairness of MLM as a business model and as an industry. In Chapter 8 (―A Litany of Misrepresentations‖) is a list of at least 111 typical misrepresentations used in MLM recruitment – which are refuted one by one.
The author‘s ―$10,000 ‗unfair and deceptive practices‘ challenge‖ After a total of 20 years‘ research on over 500 MLMs, the author is confident in challenging anyone in law enforcement, academia, or the media to identify any purported business opportunity that is more unfair and deceptive – and more viral and predatory than MLM. If by December 31, 2015, any of these officials can meet the challenge as specified, the author will take $10,000 out of his retirement and give it to his/her favorite charity. The details of the challenge are specified in Chapter 10. Appendix 10A.
Qualifications of author/analyst One of the common criticisms by proindustry spokesmen is that I don‘t understand the MLM business or that I lack the qualifications to make rather harsh judgments of the industry. It might be helpful to list my qualifications – which could be ideal for an expert witness in MLM cases: Solid business education – a twoyear MLM degree with extensive training in micro economics, statistics, accounting, and finance. Consultant and expert witness in numerous legal cases related to MLM and consultant/advisor to hundreds of persons seeking advice. Ph.D., with training in performing a research, and subsequenst experience at two universities evaluating the research of others Experience teaching and writing on entrepreneurship, business ethics, and money management.
Intro 5 At least 25 years experience and research in the field of home business opportunities, and the need or desire to work from home Experience as a distributor in an MLM program, having succeeded at recruiting a downline for at least a year. (Except for top distributors, ―success‖ did not yield profits.) 20 years‘ experience as a consumer advocate in the filed of MLM fraud. Analysis of the compensation plans of approximately 500 MLMs, after having developed a model that defines MLM, or product-based pyramid schemes and reveals MLMs to be recruitment-driven, topweighted, and financed primarily by internal consumption. Author of two books and numerous research reports on MLM topics To put anyone‘s mind at ease on this subject, I am telling my story in Chapter 1 Anyone seeking an expert for consultation or who wants more information about me is welcome to write for my full vita, or they can download it from the Consumer Awareness Institute page on my web site at – www.mlm-thetruth.com
Source material for the book The information for this book is compiled from extensive research and writing I and other independent analysts have done, while incorporating over 20 years of worldwide feedback. Most of the information about specific MLMs is downloaded from their company web sites. Additional input from regulators, attorneys, scholars, and other independent consumer advocates has been utilized. Where appropriate, communications from MLM defenders has been incorporated, even though their arguments may seem convoluted, deceptive, and/or misleading. In making decisions on which research and comments to include in the book, I assume full responsibility. However, I am confident – based on extensive training, research and experience (see Chapter 1) – that this book will be the most thorough and
reliable overall source of information available on the viability, profitability, legality, and ethics of MLM as a business model; on the consequent unfair and deceptive practices in the industry as they affect consumers; and on ways to protect consumers from major losses. The issue of consumer harm – which this book addresses in depth – has relevance both for consumer protection and for legal or regulatory actions. It is my hope that this book will serve as an invaluable tool for consumer advocates, law enforcement officials, educators, media reporters, and MLM recruits and prospects faced with decisions about participation. It should also be helpful as a primary reference guide for plaintiff attorneys representing MLM victims.
Recommended reading annotated web sites
and
For serious students of the subject, I would strongly suggest reading the rather lengthy article titled ―All you need to Know about MLM.‖ In it you will find thorough reporting on legal issues related to MLM. Though very factual in her approach, the author has been sued for expressing her opinions and prefers to remain anonymous. For the article and interesting details, go to – http://www.financialindustryscam.com/mlm.htm For general legal background, the serious student will benefit from an older, but extremely relevant, article published in the William and Mary Law Review entitled: ―Regulation of Pyramid Sales Ventures,‖ go to – http://scholarship.law.wm.edu/wmlr/vol15/iss1/6/
Several treatises written by Robert FitzPatrick of Pyramid Scheme Alert are very helpful in gaining a better understanding of the subject. They can be downloaded from his two web sites – www.pyramidschemealert.org and www.falseprofits.com – which also has some insightful blogs worth reading. I also highly recommend the following: ―What‘s Wrong with Multi-level Marketing,‖ by Dean VanDruff, which presents powerful arguments to help grasp the fundamental flaws in tMLM. Go to – www.vandruff.com
Intro 6 www.mlmwatch.org, one of several informative web sites by Dr. Stephen Barrett, focusing on questionable supplements and other health quackery, which seems to be a favorite product category for MLMs. www.sequenceinc.com – spon- sored by forensic accountant Tracy Coenen. Check out her articles on pyramid schemes. A scholarly article titled ―Marketing Fraud: An Approach to Differentiating Multilevel Marketing from Pyramid Schemes‖15 was written by economists Peter VanderNat (with the FTC) and William Keep and has been referenced by the FTC in connection with the Business Opportunity Rule, as discussed in Chapter 2. However, the article assumes that MLM is a legitimate business model, an assumption that must be challenged, based on research and analysis reported in this book. Dave Ritchie, who lost the love of his life over her addiction to MLM, presents some interesting experiences and insights in his web site at – www.scamm.org. Many other useful reports and blogs are available at www.mlm-thetruth.com. And check out numerous other recommended web sites, which are annotated for the reader‘s convenience. Go to – http://www.mlm-thetruth.com/research/ reports/ recommended-sites/ If you want specific information on specific MLM programs, by going a Google search, you can usually locate numerous web sites touting the MLM. But if you want to know the downside for any given MLM, just enter the name of the company and add search terms such as ―scam,‖ ―fraud,‖ ―complaints,‖ ―legal actions,‖ etc. A group of us consumer advocates have a web site on which is posted a petition titled: ―Global Coalition Petitions FTC to Protect Consumers against Unfair and Deceptive Practices in the MLM (multi-level marketing) Industry.‖ Visitors to the site are invited to sign the petition and post their complaints. Go to – www.mlmpetition.com
15
See Peter J. Vander Nat and William W. Keep, Marketing Fraud: An Approach to Differentiating Multilevel Marketing from Pyramid Schemes, 21 Journal of Public Policy & Marketing (Spring 2002), (‗‗VanderNat and Keep‘‘) at 140.
Please read this book carefully, then pass it (and our web address) on to someone else, or better yet – send to your entire email (or Facebook) list the link for downloading it and suggest that they do the same. Then ask that they each encourage those they contacted do the same for their contacts. You can help establish an endless chain of truth-telling to counter the deceptions passed along the chains of MLM recruiters.
Ch.1 -1
Chapter 1: MLM UNDER THE MICROSCOPE – why and how the research upon which this book is based was undertaken, and why the author can speak with authority on the subject Chapter contents My background and qualifications I go public and initiate serious research I share my findings with regulators, attorneys, the media, consumters, and consumer advocates. Legislators and regulators yield to DSA/MLM lobbying, creating a vacuum in consumer protection. My resolve to do something
1-1 1-5
1-7
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My background & qualifications Important qualifications for an authority on MLM. If a top consultant were needed to sort out complex issues related to the legitimacy of MLM, what would his ideal set of qualifications look like, including education and both life and career experiences? I think the following list, which is what I bring to the task, answers that need. This is not to boast – just a summary of my background as it applies to this topic: Expertise in business analytical skills – ideally an MBA degree Doctoral level research, training, and experience evaluating others‘ research Many years of experience in direct selling and in sales management A wide range of entrepreneurial and home-based ventures Direct experience in a leading MLM and success in building a downline Experience analyzing hundreds of MLMs, using a well-researched and consistent analytical model Compilation of the experience of thousands of participants in a wide range of MLM programs Communications with top executives and communicators of leading MLMs
Strong grounding in ethical principles, including authorship on MLM ethics Extensive writings on MLM quoted by attorneys, legislators, and the media Presentations to regulators at nation-wide conferences on MLM Promotion of legislation and rulings to protect against MLM fraud. Consultant and expert witness in many legal cases regarding MLM abuses For more specifics on my qualifications, see Appendix 1A. Some may ask what qualifies me to do this research and to pull all this material together in an authoritative book. That‘s a fair question and deserves an answer. Actually, my whole career led to my expertise and consumer advocacy in this arena. Though the following sketch of my background is lengthy, it should forever put to rest the uninformed opinions of some critics that Jon Taylor "doesn't have a clue what MLM is all about." As a young man, the last thing I would have imagined was my stepping forth as a leading authority on multi-level marketing. But fate – or an overruling providence – seems to have pointed me in that direction from my early years as a wide-eyed seeker of what the career world had to offer. It is as though my whole life was somehow pointed toward this advocacy on behalf of consumers and regulators struggling with the exploding phenomenon of multi-level marketing, or the commonly accepted acronym ―MLM.‖ Analytical skills and a solid background in sales, entrepreneurship, and ethics. I graduated in education and taught religion at the secondary level for two years before returning to Brigham Young University to complete a full-time MBA program at Brigham Young University, requiring two years of coursework in
Ch.1 -2 economics, statistics, finance, accounting, and the analytical skills essential for business success. From this training, I gained the skills needed to analyze business options and to assess their profitability and viability. I also performed research on entrepreneurship and led a group project surveying corporate executives on ―Sales as a Career Option for College Graduates.‖ This was at a time when both sales and entrepreneurship were not yet considered respectable topics in academia. In subsequent years, as an adjunct instructor at four different universities, I taught personal finance, entrepreneurship, business ethics, communications, and management – all of which came in handy later as a consumer advocate, communicating about complex MLM issues. I refined and taught skills needed for successful entrepreneurship and sales programs, as well as ethical business practices.
Coincidentally, I founded the non-profit Consumer Awareness Institute to conduct research and teach seminars related to personal finance and entrepreneurship – and wrote several articles that were published by various consumer and entrepreneurship magazines. I‘ve also published several consumer guides, some for the distribution through group and commercial channels and some for Internet consumption. For each project – on an ad hoc basis as needed – I consult other experts in the field or hire help – usually college students. Home income opportunities galore. In the late 1970‘s, as a young widower, I was determined to find ways to support my two small children without leaving home. This led to extensive research on the whole field of home-based business opportunities. I read all I could on the topic and undertook research for a planned national Income Opportunity Directory. The project outgrew me, as I uncovered thousands of income options. But I
learned of the vast opportunities available outside the standard job market. I sponsored a trade show called ―The Income Opportunity Show,‖ to showcase income or business opportunities, many of which could be operated from home. Interestingly, MLM promoters scrambled more aggressively than any of the other companies for the best booth locations. Serial entrepreneur for sure. Because of my creative inclinations and familiarity with the vast array of self-employment options, I started one business after another as a ―serial entrepreneur.‖ I didn‘t enjoy managing them, just creating them from scratch – often a business concept that had never been tried before. For those ventures that failed to show positive results, I learned to cut bait early and not continue throwing good money after bad. I would shut it down and begin again with another concept for a venture waiting in the wings. Conversely, as soon as a business began to show significant profits, I sold out and went on to create another venture. As expected, some failed, and others succeeded; but in the process I learned some valuable lessons on what is required to start and build a successful home business With careful research and good marketing, about half of these ventures produced profits within the first few months. Also, because my funds were limited, all these business startups were bootstrap operations, requiring little capital. Such ventures nearly always required much salesmanship, so I honed my sales and marketing skills and trained others in the skills needed to promote new ventures. I know what legitimate selling entails. Over a period of 30 years, I founded or consulted in the founding of over 40 homebased businesses. These included an educational game simulation company, an advertising and public relations agency, a training video preview service, a national motor home rental referral agency, pre-need funeral sales programs, radio transmission for high school driver education, publishing ventures, numerous trade shows, several traveling seminars, centralized seminars transmitted by satellite, a nationwide nanny screening and referral agency, and
Ch.1 -3 First-hand experience with MLM – ―Been there, done that.‖ I had been aggressively recruited many times by various MLM participants and witnessed firsthand Direct selling experience. Along the their powerful motivation to recruit, using way, I often engaged in direct selling, which dubious and deceptive recruiting methods. proved to be the most profitable of the many But having taught college classes in finance, income options in which I participated. I paid entrepreneurship, and ethics, and having much of my college expenses selling been a successful salesman and encyclopedias, and I won many entrepreneur, I was skeptical of recruitmentsalesmanship awards when I sold insurance driven schemes labeled as ―network and pre-arranged funeral plans. I do know marketing‖ or ―MLM.‖ the difference between legitimate direct selling However, under pressure from respected and pyramid or chain selling. friends to join various MLM programs in 1994, I considered doing a one-year test of an MLM ―Residual income‖ – and legitimacy. that my research led me to believe was one of I provided consultation for mid-career the best of the MLMs I could join – Nu Skin. I changers, many of whom were seeking my wanted to prove to myself and guidance in pursuing small business or selfto others whether or not MLM employment options. Also, from authoring was a legitimate business books and from promoting health insurance model. Those who recruited and other programs for small businesses, I me claimed that with my experienced the luxury of ―residual income‖ capabilities and contacts, I – frequently cited by MLM promoters as the could rise to the top level of ―Blue Diamond‖ inevitable result of building within two years – and a downline of distributors that those at this exalted $750,000 per year! I told (or so they claim). level earned an average myself that if that were I was careful to assure of over $750,000 a year. true, I could live on that. that all of these ventures I told myself that if But if it proved to be just a were organized and that were true, I could disguised pyramid scheme, operated using the strictest live on that. But if it as I suspected, I would tell of legal and ethical proved to be just a the world about it. standards. Based on my money trap or disguised MBA training, all this pyramid scheme, as I experience, and the ethical principles I have suspected, I would tell the world about it. always held and taught, I was in a strong Prudence dictated that before finally position to discern between businesses that joining, I do some ―due diligence‖ by reading were legitimate and those that were not. on MLM and by checking out Nu Skin and other MLMs with the Consumer Protection Doctoral studies, research, and Division at Utah‘s Department of Commerce, teaching. Midlife in my varied career, I as well as with the Better Business Bureau, completed doctoral studies in Applied which had received few Psychology at the University of Utah. This complaints against Nu Skin. Both gave me research skills that were extremely gave out literature that was helpful in my consulting, in teaching adult favorable to MLM, assuming the education classes and private seminars, and company was financially solid in my independent research on many topics, and that legitimate products were including MLM. Also, for a brief period, I offered. worked on the administrative staff of both I later learned that at least one of the Brigham Young University and the University pieces of literature handed out was supplied of Utah, evaluating the research of others. by the Direct Selling Education Foundation, sponsored by the Direct Selling Association (DSA), which lobbies for the MLM industry. But at the time, it seemed credible. research-based resume and self-marketing programs. One could say I was a bootstrap, serial entrepreneur.
Ch.1 -4 Finally convinced, I dragged my suspicious wife JoAnn out to a couple of Nu Skin opportunity meetings. The pep rally atmosphere was a big turn-off for her. She concluded, "I have a bad feeling about this." But I persisted, and she reluctantly gave in to my promise to try it for a year - and then reevaluate the program. I felt comfortable with this trial period because in all my previous ventures I could assess the potential profitability of a business within the first few months. As recommended, I bought five of starter packages (for about $1,600) to jump-start five new recruits, which not only helped me to advance in the distributor hierarchy through their "fast start" program, but also gave me a powerful incentive to recruit to recoup my investment. Fortunately, as a researcher I kept detailed notes of my experiences and records of expenses while recruiting for Nu Skin. ―I drank the Kool-aid.‖ My decision was to give total dedication to the program for at least a year, as it would not be a valid test otherwise. Even with my extensive background in math, entrepreneurship, and sales, I ―drank the Kool-aid‖ and eventually bought into the whole MLM mentality. Looking back, I am ashamed for having overlooked MLM's mathematical trick – the promise of an unlimited income from an endless chain of recruitment. This was ―cognitive dissonance‖ personified. I became a believer. I did everything my company and upline recommended – subscribed to and tried a wide range of their products, recruited people I knew, sought any referrals I could get, advertised after exhausting my ―warm market‖ of friends and family, attended all the training and opportunity meetings (conducting some myself), and used my best efforts to train and motivate my recruits. I tried selling Nu Skin‘s nutritional supplements, but they were expensive, even at wholesale. To satisfy qualifications for commissions as an ―executive distributor,‖ I purchased products to give out as samples to any potential prospects – and hyper-consumed them myself.
It soon became apparent that to get to a level where the money was made, I would have to continue my aggressive recruitment campaign, luring prospects of the Nu Skin ―business opportunity‖ to buy a ―business in a box,‖ which consisted mostly of an expensive package of products to become a ―business builder.‖ ―Wanna play?‖ While introducing new recruits to Nu Skin, I often asked them to attend ―opportunity meetings‖ at which a high level distributor would give a presentation touting the benefits of Nu Skin and of what was then referred to as ―network marketing.‖ One of these speakers presented Nu Skin as a game. Just like any game, the person has to be willing to enter the game to gain any fun from participating. He pointed out that the ―winners‖ in this game would be handsomely rewarded – as much as $750,000 a year, which was what Blue Diamonds were then averaging. At the close of his presentation, he would challenge us to ―play the game‖ of the Nu Skin version of network marketing. His question ―Wanna play?‖ was intended to get us to sign up right then. He said you never know how a person you recruit might catch fire and make you rich from the downline he might build, from which you could draw commissions. In retrospect, this appeal to chance is grounds for the application of lottery statutes to MLM in some states. (See Chapters 2 and 10.) The 3-foot rule. I became a serious player of this network marketing game. I read everything I could on the subject, followed suggestions of my upline to the letter, and recruited aggressively. I consistently applied the ―3-foot rule‖ – everyone within three feet of me was a prospect. ―It‘s Nu Skin or me – take your pick.‖ My wife began asking questions after a few months of pitifully small commissions, even though I had risen to a level of the top 1% of distributors – assuming all recruits were counted. She did not like the changes that were occurring in me and in our relationships with treasured friends and family members, whom I was attempting to recruit.
Ch.1 -5
“It’s Nu Skin or me – take your pick,” she warned.
Finally, at the end of a year, JoAnn threatened to leave me if I continued, as it was changing for the worse the man she married. ―It‘s Nu Skin or me – take your pick,‖ she warned. Where I had ignored my wife's negative impressions when I first joined Nu Skin, now her ultimatum caused me to take a closer look at my participation – and at our finances. Ethical conflicts. As a former teacher of ethics and one who considers himself an honest man, one facet of MLM fascinated me even more than the money. In reexamining my participation in MLM, I discovered a whole range of ethical conflicts that for me made MLM an unacceptable way of conducting a business. In fact, before I quit Nu Skin, after about a year of concentrated effort, I could see clearly what I would have to do to earn the huge commission checks that were held out to new recruits. I decided it was simply not worth it. Why? Because I would have to recruit by convincing prospects (like I had been deceived) into believing they too could achieve what I claimed to have achieved – or was on the road to achieving. For me to receive the income that was held up as possible, thousands (in such a highly leveraged program) would have to lose their investment. After all, the money would have to come from somewhere. In MLM, it would come from purchases of downline distributors, since few products were sold to non-distributors. They were overpriced, and the pay plan was clearly rewarding those who recruited huge downlines, not those who sold to nonparticipants. Also, I would have to continue to insist that MLM programs like Nu Skin were not illegal pyramid schemes, but legitimate direct selling programs. Top 1% and losing over $1,200 month. Though I was successful recruiting and climbing the ladder distributors (again, in the top 1%
a at of if
all distributors were counted), I was still losing about $1,000 a month, after subtracting all expenses, including purchases required to maintain qualification for the ―Executive‖ level in the compensation plan – which was necessary to have any hope of profiting after expenses.
Top 1% of distributors, but losing $1,000/month. This was NOT what I signed up for! It soon became apparent that to earn the huge income that was promised, I would have to be at or near the top of a huge pyramid of participants, which I believed was possible. But after carefully considering my situation and coming to recognize the foolishness I had fallen into, I quit Nu Skin and decided to tell the world what I had learned – not just about Nu Skin, but about the entire field of MLM (a.k.a., ―network marketing‖), about which I had undertaken an intensive research overview.
For me to receive that level of income, thousands would have to lose their investment. The money would have to come from somewhere. Also, I would have to continue to insist that MLMs were not illegal pyramid schemes, but legitimate direct selling programs.
I go public and initiate some serious research I publish the story of my experience and lessons learned from MLM. After conducting surveys to determine the amount of MLM activity in my state and a cross section of citizens‘ opinions about it, I wrote a book titled The Network Marketing Game, which exposed the ethical problems of exploiting friends and family for personal gain. While on a speaking tour promoting the book, I got feedback from tax accountants who asked why – with all the MLM promoters‘ promises of ―residual
Ch.1 -6 income‖ – they were not seeing profits reported on tax returns of MLM participants. The tax man knows. I decided to interview tax professionals in several counties – totaling almost 300 of them over a period of several months. This included interviews with programmers of tax software and persons involved in seminars for tax professionals. With a total of over two million tax returns represented nationwide, a clear picture emerged of who was making – and who was losing – money in MLM. The results were startling. Finally, in 2004, this research was published in a report published on my web site entitled Who Profits from Multi-Level Marketing? Preparers of Utah Tax Returns Have the Answer. From MLM recruiter to consumer advocate. In 1998, I mailed my initial conclusions to the presidents of 60 of the most prominent MLM companies, asking them to provide specific data to "prove me wrong." To this day, this challenge remains unmet. It was published on my web site as Network Marketing Payout Distributions Study. I also published MLM or Network Marketing – the Ultimate Pyramid Scheme, 12 Tests for Evaluating a Network Marketing ―Opportunity, and Product-based Pyramid Schemes: When Should an MLM or Network Marketing Program Be Considered an Illegal Pyramid Scheme? All of these created quite a stir when posted on the internet. Why all this detail on my background? My reasons for recounting all of the above is to answer the common charge of critics that ―Jon Taylor hasn't a clue of what MLM is about‖ – or that I have ―no real world experience in how to sell or to manage a business.‖ The foregoing should put all such blind assertions to rest. At least, it answers all the qualifications for an ideal expert for this project as outlined above. Other MLM promoters charge that my experience with MLM was with a "bad MLM" – Nu Skin. Their typical comment goes something like this. "But – our MLM is different. Everyone can make money at this MLM," or ―We have the most powerful compensation plan in the industry,‖ or
―We‘re not really MLM, we sign up referral customers,‖ etc., etc. My response is that after analyzing the compensation plans of hundreds of MLMs and the average income for those that have released such data, it is now possible for me to make reliable generalizations about MLMs (i.e., multi-level or network marketing, entrepreneurial chains, product-based pyramid schemes - or whatever you choose to call them) – as a business model that applies to all MLMs. And I have yet to find any exceptions to these generalizations, in spite of 20 years of research and worldwide feedback. This is not to boast, just a statement of fact: I DO know what I am talking about - if anyone does. And I DO have the background to test and evaluate MLM as a business model, as well as specific MLM programs - if anyone does. Sour grapes – or moral imperative? Other critics see my analysis of the MLM industry as merely the 'sour grapes' attitude of a disgruntled ex-distributor who failed at MLM. I can only respond that I was successful at becoming one of the company's top 1% in the hierarchy of distributors – only a small percentage of all recruits reach even ―Executive‖ level. In Nu Skin‘s reporting, dropouts are not counted, as these people ―never intended to do the business.‖ This is a convenient falsehood. However, such success was not reflected in any profits, but instead in substantial losses, after all purchases and operating expenses were subtracted, to say nothing of $50,000-$100,000 lost from not working at a profitable sales-oriented business during that year. Also, I was fulfilling my initial pledge to myself to make public what my experiment with MLM taught me, and I feel a moral imperative to help others avoid the pitfalls inherent in this "industry.‖
This is not to boast, just a statement of fact: I DO know what I am talking about – if anyone does. And I DO have the background to test and evaluate MLM as a business model, as well as specific MLM programs – if anyone does.
Ch.1 -7 Shortly after I began posting my findings to educate and warn consumers against MLMs like Nu Skin, I also reported on the FTC‘s Order for Nu Skin to discontinue its misrepresentations about distributor earnings. This information can be downloaded from a page on my web site titled ―Nu Skin‘s Naughtly Numbers at – http://mlm-thetruth.com/research/mlmstatistics/nuskins-numbers/
I share my findings with regulators, the media, attorneys, academia, and consumer advocates – as well as with victims and potential victims. To reach out to a broader audience of consumers, I initiated a website and cooperated with other consumer advocates and top experts who were reporting their findings and experiences with MLM. These included Robert FitzPatrick16, President of Pyramid Scheme Alert; Bruce Craig, former assistant Attorney General in Wisconsin; Kristine Lanning, (former) Assistant Attorney General of North Carolina; Doug Brooks17, plaintiff attorney dealing with MLM cases; Susanna Perkins, author and sponsor of mlmsurvivor.com, and Eric Schiebeler, author of Merchants of Deception. With the cooperation of these extremely knowledgeable and capable experts, I organized seminars on product-based pyramid schemes for state and federal regulators in Washington, D.C., and at the National White Collar Crime Center in Richmond, Virginia. I also cooperated with sponsors of other web sites offering useful information on MLM. My research was also presented at other national and state anti-fraud conferences. Robert Fitz-Patrick and I have been called upon as expert witnesses in several legal cases against MLM companies. However, the most gratifying rewards from all this research have been the thousands of emails and responses to my web site from persons all over the world
who express their thanks for saving them from potential losses.18 Finally – multi-level marketing, or product-based pyramid schemes defined, based on extensive research. I spent months analyzing features of MLM and classic pyramid schemes and comparing them with features of legitimate direct selling and other home businesses. With my extensive background in sales and entrepreneurship, I was able to make some clear distinctions missed by other analysts. In fact, I had not only done direct selling (which MLM adherents claim to be doing), but had recruited, hired, and trained sales persons and telemarketers. I knew what characterized legitimate direct selling – and even legitimate recruiting. After months of comparative analysis and discussions with top experts, five ―red flags‖ or characteristics became apparent that clearly distinguished chain or pyramid selling schemes (MLMs) from legitimate direct selling businesses. The first four applied to all MLMs, the fifth to most. These features, which could be identified in MLM‘s compensation plans, resulted in extremely high loss rates and helped to identify MLM‘s that could be considered in violation of laws in most states, as well as FTC guidelines. In fact, wherever I could get the earnings reports of participants in MLM‘s with these ―5 Red Flags‖ in their pay plan, approximately 99.7% of all participants (including dropouts) lost money, after subtracting all expenses. In fact, with a more strict interpretation of the data (and eliminating TOPPs, or top-of-the-pyramid promoters from the calculation), the loss rate for new recruits is closer to 99.9%.19 These expenses included minimal operating expenses and ―incentivized purchases‖ of goods and services from the company (necessary to qualify for 20 commissions or rank advancement). MLMs even make obviously illegal no-product pyramid schemes look profitable in comparison – with the likelihood of profiting 10-100 times as great.
18 16
Sponsor of pyramidschemealert.org 17 Sole practitioner in Concord, Mass..
For sample feedback, see Appendix for Chapter 9. See Chapter 7. 20 See Chapters 5 and 7 19
Ch.1 -8 The ―5 Red Flags.‖ These five red flags were then presented in the form of a ―5-step do-it-yourself MLM Evaluation‖ quiz. It soon caught hold, and thousands of MLM prospects have used it to keep themselves out of MLMs that could have caused considerable financial loss. I also published and presented THE 5 RED FLAGS: Five Causal and Defining Characteristics of Product-Based Pyramid Schemes, or Recruiting MLM‘s at the 2002 and 2004 Economic Crime Summit Conference, co-sponsored by the National White Collar Crime Center.
reporting on whether or not gambling is a legitimate business opportunity. It is gambling. In fact, I called Las Vegas gambling casinos and learned that the odds of profiting from craps or Roulette are far better than the likelihood of profiting from MLM22. Please don‘t misunderstand me. I am not promoting gambling; I never gamble. But I am all for honest and ethical business practices in any endeavor. At least gambling casinos are honest enough not to claim that those who play at their gaming tables are investing in a ―business opportunity.‖ Business opportunity?
Over the past several years, I have used this ―5 Red Flags‖21 model to analyze the compensation plans of over 500 MLMs – and correlated them with average income data of participants (where such data was available). All of this has enabled me to make generalizable observations of consistent structures and practices of MLM as an industry – and losses suffered by participants – that would not otherwise have been possible. These observations and the research underlying them will be explained in subsequent chapters. It should be noted that I now include only four causative and defining characteristics of a recruitment-driven MLM. The fifth (five or more levels in the pay plan) does not always apply because in rare cases, some MLMs have only four or five levels. They make up for it by increasing the payout to TOPPs. However, the added levels definitely enhance this unfair payout. Roulette or Craps – or MLM? The numbers don‘t lie. Other critics see me as biased against MLM in my research and reporting. This can be answered with a gambling analogy to explain my position. If the owner of a gambling casino in Las Vegas were to post a ―Business Opportunity‖ sign at his craps or Roulette tables, the Nevada gaming authorities would take action against him. And no one would argue that a writer covering the issue should be impartial in
One can do better in Las Vegas – than in MLM!
MLM is not the only game in town. From feedback all over the world it became apparent that many people are drawn into MLM because they are unaware of the many self-employment alternatives open to them. So using my past research and experience, I wrote the report 1,357 Ways to Make More Money than in MLM. I began posting on my web site the research making up this book, along with suggestions for successful selfemployment and links to websites that provide additional information and point to helpful resources.
21
There are really four causative and defining characteristics, and a fifth in most, but not all, MLMs.
22
See Chapter 7.
Ch.1 -9
Legislators and regulators yield to DSA/MLM lobbying, creating a vacuum in consumer protection. Utah and other states duped by DSA. In 2006, the DSA and local MLM companies lobbied intensely for a bill weakening Utah‘s Pyramid Scheme Act. I testified at hearings on behalf of consumers who were being victimized by what I dubbed ―productbased pyramid schemes,‖ or MLMs. But with wellplaced political donations and the implication of a powerful voting block of MLM participants, the bill was passed in 2006, exempting MLMs with consumable products from prosecution as pyramid schemes. Even the Attorney General testified in favor of the bill, but without disclosing that MLMs were his chief political donors. Several other states have been similarly affected by DSA-initiated legislation. The FTC‘s flawed Business Opportunity Rule. In 2006, the FTC proposed a Business Opportunity Rule that would require sellers of business opportunities to disclose average incomes, references, and other information crucial to a decision on whether or not to participate. Comments were invited, and the DSA and its members issued appeals to millions of MLM participants to use their form letters to write in objections to including MLM in the Rule. Some 17,000 offered comments following their company‘s suggested form letters. I wrote comments rebutting the comments of participants and spokesmen for over 30 MLMs. Also, the DSA influenced 86 Congressmen to object to including MLM in the Rule. The FTC gave in to the pressure, and in 2008 a Revised Rule was proposed, exempting MLM. Commenting for consumers, I objected to this exemption with additional comments, and in 2009 participated in a workshop at the FTC offices on the proposed final version of the Rule – again objecting to the FTC‘s exemption of MLM from having to provide transparency needed to protect consumers from unfair and deceptive practices, which
protection is a core mission of the FTC. However, in 2011, the FTC announced its final Business Opportunity Rule – exempting MLM! The details of how this happened are provided in the report titled ―REGULATORY CAPTURE: The FTC‘s Flawed Business Opportunity Rule‖
My resolve to do something Something to get passionate about. Knowing my grasshopper approach to career decisions in the past, hopping from one startup business to another, friends have asked me what has driven me to stay with my consumer advocacy, focusing so intently on this one business model for 20 years. My answer is that when I discovered how deceptive, unfair, viral, and predatory this industry is, and how few people – including regulators – understand the consequences of MLM participation – to individuals, to families, and to society, it seemed appropriate to stand up and use my unique background and skills to challenge the industry and to provide guidance to prevent consumers from being victimized by fraudulent MLM schemes. It is both the outrage I feel at the unchecked growth of this unfair and deceptive practice, as well as letters of deep appreciation from persons around the world who used my information to remain solvent by refusing MLM recruiters, that keeps me going. I go where the facts take me. The abysmal average income (losses) for new MLM recruits confirms the fundamental flaws in MLM as a business model, depending as it does on the unlimited recruitment of endless chains of participants as primary customers. MLM is built on the same endless chain concept as the clearly illegal chain letters of the past, where each person sends $5 to all the persons on a list and is asked to add his name at the end and forward it on to all his/her friends, asking them to do the same. So I have no hesitation in gathering the evidence and arguments on both sides and then showing the flaws in the arguments justifying MLM as a ―business opportunity.‖ All of this has been posted on my web site – mlm-thetruth.com.
Ch.1 -10
When I discovered how unfair and deceptive, and how viral and predatory this industry is and how few people – including regulators – understand the consequences of MLM participation, it seemed appropriate to use my unique background and skills to challenge the industry, to inform regulators and the media, and academia – and to provide guidance to help prevent consumers from being victimized.
Ch.2- 1
Chapter 2: MLM DEFINITIONS AND LEGITIMACY: what MLM is and is not, and the difference – if any – between MLM and pyramid schemes Chapter contents:
Introduction and summary
Introduction and summary 2-1 Examples of Definitions of MLM by others 2-2 Needed: A research-based definition of MLM 2-6 Four CDCs of recruitment-driven MLMs that cause harm & distinguish MLM from legitimate direct selling 2-10 #1: Endless chains of recruitment 2-10 Exhibit 2a: CDC #1 2-11 Exhibit 2b: CDC #2 2-15 #2: Advancement by recruitment 2-16 Exhibit 2c: CDC #3 2-17 #3: Pay-to-play requirements 2-18 #4: Top-weighted compensaton plans 2-21 Exhibit 2d: CDC #4 2-23 #5: (in most MLMs) Five levels or more 2-24 Exhibit 2e: CDC #5 2-25 4 CDCs confirmed by industry-wide research 2-27 Harmful effects of recruitment-driven MLMs 2-27 Exhibit 2f: Does MLM qualify as legitimate direct selling? – a 7-point checklist 2-29 Exhibit 2g: Legit. direct selling v. MLM 2-31 Exhibit 2h: Characteristics & effects of product-based pyramid schemes 2-32 MLM‘s problem with legal identity 2-33 What is the difference between Ponzi schemes and pyramid schemes? 2-34 Are all MLMs pyramid schemes? 2-35 A more descriptive term: ―pancake schemes‖ 2-35 Comp plans designed for company not part‘s 2-36 Some MLM ―players‖ game the system 2-36 What would a ―good MLM‖ look like? 2-37 Conclusions and hypothisis 2-38 A testable hypothesis for MLMs legitimacy 2-38
One of the biggest problems with multilevel marketing (a.k.a., ―network marketing‖, or ―MLM‖ for short) is the wide variety of definitions of what is – and what is not – multi-level marketing. We will consider a sampling of definitions and then discuss a much more objective definition based on comparative research on structural characteristics and analyses of over 500 MLMs (MLM programs). This research has yielded four (and in most cases five) causative and defining characteristics (―red flags‖) that can be recognized in the compensation plans of all MLMs – which motivates the behavior of participants. This definitional model makes possible a clear distinction between (1) legitimate direct selling or home-based businesses, (2) classic no-product pyramid schemes, and (3) recruitment-driven MLMs – or what I call ―product-based pyramid schemes.‖ As I shall explain, there are inherent flaws in any MLM, since all assume unlimited recruitment of endless chains of participants – and a pay plan that is recruitment-driven, topweighted, and financed primarily by incentivized purchases of the participants themselves. I have looked for exceptions to this generalization in the 500 MLMs I have analyzed, but have found none. As a business model, MLM operates on the same principle as a chain letter, in which a person receives a letter with a list of names on it, mails a $5 bill to everyone on the list, adds his/her name to the bottom, and then forwards it to friends and relatives to do the same – in an endless chain of such letters. In such schemes, the vast majority are mathematically doomed to lose money. ―Pay to play‖ chain letters are illegal. (For the history of how chain letters evolved into MLMs, see Chapter 10. Just like the chain letter, MLM assumes an infinite market, which does not exist in the real world. It also assumes a virgin market, which don‘t exist for long – which necessitates that an MLM expand – or ―repryamid‖ – into new markets. Thus, MLM with its endless chains of recruitment, is inherently flawed,
Appendix for Chapter 2 2A: Definitions of relevant terms 2B: Explanation of compensation plans 2C: Sample MLM compensation plans 2D: Comparative analysis of direct sales, no-product pyramid schemes,& MLMs 2E: List of MLMs evaluated by Dr. Jon Taylor 2F: Petition – Bruce Craig to FTC‘s Pitofsky 2G: Letter – Bruce Craig to Peter Vander Nat 2H: Definitions of or related to illegal pyramid schemes in state statutes 2I: MLM programs can be considered flat line or pancake schemes
2-40 2-43 2-44 2-51 2-55 2-60 2-63 2-67 2-73
Ch.2- 2 unfair, and deceptive. Fifteen years of worldwide feedback tells me that MLM is also extremely viral and predatory. This is advantageous for the founders, TOPPs (topof-the-pyramid promoters), and the MLM company itself, but works to the detriment of new recruits – who are being sold a ticket on a flight that has already left the ground. MLM is an unfair and deceptive practice, if there ever was one. MLM takes new recruits from the real world into a world of makebelieve ―business opportunities‖ – and in the process fattens the coffers of the company, its founders, and TOPPs. When discussing the legitimacy of MLM in this book, I use the word ―legitimate‖ in the broadest sense; i.e., ―conforming to recognized principles or accepted rules or standards,‖23 as opposed to narrow legal definitions, which may or may not conform to accepted standards in business practices. This chapter concludes with likely the only accurate real-world, research-based, and consumer friendly, definition of the business model termed ―multi-level marketing,‖ or ―MLM.‖ In my opinion, a good definition would accomplish the following criteria: 1. Distinguish MLM from all other forms of business activity. 2. Distinguish MLM, or product-based pyramid schemes from Ponzi schemes (although there are some similarities) 3. Address the question of legitimacy – or lack thereof – of the business model. 4. Address fundamental flaws of all MLMs. 5. Explain the problem of incentivizing purchases by participants. 6. Point to the litany of misrepresentations characteristic of MLM recruitment. 7. Highlight the industry-wide high loss rates experienced by participants. 8. Emphasize the high attrition rate among MLM participants. A problem of definitions. Much confusion exists on the subject of what is – and is not – multi-level marketing (MLM) and how it can be distinguished from illegal pyramid schemes. We will begin by looking at how others define it and then bring 23
The New Merriam Webster Dictionary, Springfield, MA, 2008
together what light can be shed on the subject from legal and regulatory sources and from recent research. We will first look at the definitions of multi-level marketing offered by others before advancing a set of causative and defining characteristics of a ―recruitmentdriven MLM,‖ or ―product-based pyramid scheme.‖ Then I will offer a definition of MLM that satisfies all of the above criteria.
Examples of Definitions of MLM by others – with commentary From Wikipedia (March 2010): Multi-level marketing (MLM), (also called network marketing, direct selling, referral marketing, and pyramid selling) is a term that describes a marketing structure used by some companies as part of their overall marketing strategy. The structure is designed to create a marketing and sales force by compensating promoters of company products not only for sales they personally generate, but also for the sales of other promoters they introduce to the company, creating a downline of distributors and a hierarchy of multiple levels of compensation in the form of a pyramid. The products and company are usually marketed directly to consumers and potential business partners by means of relationship referrals and word of mouth marketing. ―Independent, unsalaried salespeople of multi-level marketing, referred to as distributors (or associates, independent business owners, dealers, franchise owners, sales consultants, consultants, independent agents, etc.), represent the company that produces the products or provides the services they sell. They are awarded a commission based upon the volume of product sold through their own sales efforts as well as that of their downline organization. Independent distributors develop their organizations by either building an active customer base, who buy direct from the company, or by recruiting a downline of independent distributors who also build a customer base, thereby expanding the overall organization. Additionally, distributors can also earn a profit by retailing products they purchased from the company at wholesale price.
Ch.2- 3 MLM spokesmen clearly crafted this definition, which Wikipedia uncritically accepted in lieu of definitions of consumer advocates that would highlight the inherent flaws in MLM. For example, no mention is made of the endless chains of recruitment and a pay plan that is recruitment-driven, top-weighted, and financed primarily by incentivized purchases of the participants themselves. These critical features will be explained later in this chapter. From author Richard Poe: Network marketing is not defined in any standard dictionary of business terms. Nor do network marketers themselves agree on what it means. For lack of any clear standard, I suggest the following definition: ―Any method of marketing that allows independent sales representatives to recruit other sales representatives and to draw commissions 24 from the sales of those recruits.‖
This overbroad definition would take in many sales organizations that are not considered MLM, such as some insurance and real estate agencies. And as with the Wikipedia definition, no mention is made of the inherent flaws in any MLM system – the endless chain of recruitment and a pay plan that is recruitment-driven, top-weighted, and financed primarily by incentivized purchases of the participants themselves. Zig Ziglar (with Dr. John Hayes) offers his ―technical definition‖ of what he claims network marketing (MLM) is – and is not. Below is an interesting definition put forth by Dr. John Hayes, in cooperation with prominent salesmanship Salesmanship author Zig Ziglar,25 who incidentally author Zig Ziglar makes no mention of MLM or network marketing in his books directed to professional salesmen: Would you like a technical definition? Network marketing is a system for distributing 24 Wave 3: The New Era in Network Marketing, by Richard Poe (Prima Publishing: New York, 1995), p. 7-8 25 Network Marketing for Dummies, by Zig Ziglar with John P. Hayes, Ph.D. (Hungry Minds, Inc.: New York, NY, 2001), p. 2
goods and services through networks of thousands of independent salespeople, or distributors. The distributors earn money by selling goods and services and also by recruiting and sponsoring other salespeople who become part of their downline, or sales organization. Distributors earn monthly commissions or bonuses on the sales revenues generated by their downline. Here‘s what network marketing is and is not: Network marketing, or multi-level marketing (MLM), isn‘t illegal, fraudulent, or unethical. Network marketing isn‘t an opportunity to get rich quick off the payments of others who join the organization. That‘s a pyramid scheme. Network marketing isn‘t a pyramid scheme, which is illegal and unethical. Network marketing isn‘t an opportunity to get rich quick. Period. Network marketing isn‘t built on simple mathematics where many losers pay a few winners. That‘s also a pyramid scheme. Network marketing isn‘t just for salespeople. Network marketing isn‘t expensive. Unlike most other business opportunities, the start-up costs are low, almost always less than $500 and often under $100. Network marketing isn‘t a way for companies to sell huge amounts of inventory to distributors. Network marketing isn‘t a way for distributors to sell stuff that nobody wants or uses. Network marketing isn‘t a license to sell products and services at inflated prices. Network marketing isn‘t for people who aren‘t willing to work hard. Network marketing isn‘t for anyone who can‘t or won‘t follow a proven system that leads to business success.
While the first paragraph is quite descriptive and somewhat accurate, as is the Wikipedia definition, no mention is made of the inherent flaws in MLM – the endless chains of recruitment and a pay plan that is recruitment-driven, top-weighted, and financed primarily by incentivized purchases of the participants themselves. These critical features will be explained later.
Ch.2- 4 Also, most of the items on the list of what network marketing is not would be vigorously challenged by knowledgeable experts advocating for consumers, based on extensive research as reported in this book. Other authors on multi-level marketing offer weak definitions – or don‘t even attempt to define MLM. Another prominent MLM author, Dr. Charles King, professor of marketing at the University of Illinois at Chicago (with James Robinson), offers an even weaker – and I would suggest misleading – definition that would be almost useless in Dr. Charles King making the distinctions discussed above: Network marketing is the low-cost, and now high-tech, industry that invites you to build your own business and earn a potentially high income while working from home on your own schedule. You earn immediate income and serious long-term residual income by selling products and services directly to consumers and 26 convincing others to do the same.
Again, as with the Wikipedia definition, no mention is made of the fundamental flaws inherent in any MLM system – endless chains of recruitment and a pay plan that is recruitment-driven, top-weighted, and financed primarily by incentivized purchases of the participants themselves. As an example of other authors who have made weak attempts to define multi-level marketing, MLM author David Roller27 suggests a definition that is rosy and descriptive, but not very helpful in making clear distinctions between MLM and other homebased businesses: Multi-level marketing or network marketing is a system by which a parent company distributes its services or products through a network of independent business people, not only in the United States but throughout the world. These independent business people or entrepreneurs then 26
King, Charles W. and Robinson, James W., The New Professionals: The Rise of Network Marketing as the Next Major Profession, Three Rivers Press, 2000 27 Roller, David, How to Make Big Money in Multi-level Marketing, Prentice Hall, 1989
sponsor other people to help them distribute the product or service. This people-helpingpeople process may be continued through one or more levels of earnings.
A search through the business section of a local bookstore store reveals that other authors have written on how to be successful at network marketing28, but without offering any substantive definition of what they are talking about, apparently assuming readers all know precisely what they are talking about. This may be true of MLM veterans, but feedback I have received tells me this assumption may not always be correct, especially for those being recruited for the first time. The FTC chooses a definition of multi-level marketing that only creates confusion. In its 2008 announcement by the FTC of its Revised Proposed Business Opportunity Rule (RPBOR), exempting MLM from having to comply with the Rule, the FTC quoted an article in which the following definition was advanced: Multi-level marketing is one form of direct selling, and refers to a business model in which a company distributes products through a network of distributors who earn income from their own retail sales of the product and from retail sales made by the distributors‘ direct and indirect recruits. Because they earn a commission from the sales their recruits make, each member in the MLM network has an incentive to continue recruiting additional sales representatives into their ―down lines.― - Peter J. Vander Nat and William W. Keep, ―Marketing Fraud: An Approach to Differentiating Multilevel 29 Marketing from Pyramid Schemes,‖
At a workshop hearing on the form for the final Business Opportunity Rule, I 28 One example is The Ultimate Guide to Network Marketing: 37 Top Network Marketing Income Earners Share their Most Preciously Guarded Secrets to Building Extreme Wealth, edited by Joe Rubino. John Wiley & Sons, Inc., 2006. Another book is by MLM promoters Yarnell, Mark, and Reid, Rene, Your First Year in Network Marketing: Overcome Your Fears, Experience Success, and Achieve Your Dreams!‖ Three Rivers Press, 1998. 29 Journal of Public Policy & Marketing (Spring 2002), (―Vander Nat and Keep‖), p. 140. (Cited in Footnote 34 at bottom of page 15 of RPBOR)
Ch.2- 5 pointed out that almost any direct selling company could circumvent the Rule by paying commissions to two or more levels of sales persons, who would have in some way been involved in recruiting new sales persons. In fact, many sales organizations do this, but do not consider themselves ―multi-level marketing.‖ With this definition, together with the MLM exemption, the Rule was rendered almost totally ineffective in curbing abuse. It is a tacit admission by the FTC that it is giving up on its mission to protect consumers against ―unfair and deceptive practices‖ in this very important arena. As will be seen from further analysis, it would be difficult to conceive of a more unfair and deceptive practice than MLM, to say nothing of its extremely viral and predatory nature. Again, in this FTC definition, as with the Wikipedia definition, no mention is made of the inherent flaws in any MLM system – endless chains of recruitment and a pay plan that is recruitment-driven, top-weighted, and financed primarily by incentivized purchases of the participants themselves. The DSA re-brands MLM as ―direct selling.‖ The DSA (Direct Selling Association) was once an organization dedicated to advancing the interests of what were then legitimate direct selling companies like Fuller Brush and World Book Encyclopedia. But what has happened in recent decades could be illustrated by a farmer who has pigs and horses for sale. He gets more money for horses, so he attaches horse hairs on the buttocks of the pigs and marches them into the horse corral and proclaims, "See there, they are no longer pigs, but horses - because they are in the horse corral."
Similarly, since ―multi-level marketing‖ sounded too much like a pyramid scheme, MLM promoters coined the term "network marketing." Then, since it would sound even less pyramid-like, they sought to be called "direct selling" companies. So one by one, MLMs joined the Direct Selling Association and now boldly declare that they are ―direct selling companies,‖ since they are members of the DSA.30 The DSA now divides its membership into ―single level‖ and ―multilevel‖ pay plans. The Direct Selling Association, has in recent years lobbied aggressively on behalf of the MLM industry to stop or water down proposed or existing legislation that protects consumers against what I call ―product-based pyramid schemes‖; i.e., MLMs. They also work to defeat efforts of consumer advocates to warn against product-based pyramid schemes, and to convince the public and the media of the legitimacy of MLM and of their stated intent to protect the public from unethical practices. In 2006, the FTC proposed its Initial Business Opportunity Rule, which would require sellers of business opportunities to disclose certain information to protect consumers. The excerpt below is taken from comments the DSA submitted, objecting to including MLMs in the Rule. The DSA‘s efforts to equate MLM with legitimate direct selling and to justify its exclusion from the Rule are spelled out, as is their definition of MLM: DSA defines direct selling as: The sale of a consumer product or service, in a face-toface manner, away from a fixed retail location. . . Multilevel marketing, also known as network marketing, is a compensation structure, not a sales strategy. In a multilevel compensation plan, independent consultants are compensated based not only on one‘s own product sales, but on the product sales of one‘s downline (those individuals the direct sales-person has recruited, or recruits of recruits.) In contrast, in a single level compensation plan, independent consultants are compensated based solely on one‘s own product sales. Companies using a multilevel compensation structure may use either a person-to-person or party plan
Pigs are not horses!
30
See the section ―The DSA/MLM lobby‖ in Chapter 10
Ch.2- 6 sales strategy. Eighty-four percent of direct selling firms use some form of multilevel compensation, and virtually all new companies entering direct selling are using 31 some form of multilevel compensation.
It should be noted that the DSA definition of direct selling as ―the sale of a consumer product or service, in a face-to-face manner, away from a fixed retail location‖ could apply to MLMs that do much direct selling. But what the DSA definition fails to do is to state what legitimate direct selling is not; i.e., unlimited recruitment of endless chains of participants as primary customers. Another statement in the DSA comments is remarkable: ―Recruiting is the lifeblood of the industry.‖ This is a startling admission of the focus on recruitment, which is true of all product-based pyramid schemes. My analysis of the compensation plans of over 500 MLMs, including DSA firms, confirms this. Slight rewards for retailing, together with overpriced products, makes the effort to sell products to nonparticipants a comparative waste of time. Recruiting must be the the focus for anyone seeking to profit from MLM. The suggestion that ―the vast majority of salespeople work only a few hours per week, with modest financial goals in mind‖ will be found in subsequent chapters to be totally misleading because one cannot build and maintain a large downline working parttime, seasonally, or with modest financial goals. And without a large downline, it is very unlikely that an MLM participant will profit. (See Chapter 7.) Virtually all who work part-time in MLM lose money, after subtracting all expenses, including purchase of products necessary to qualify for commissions. And again, as with the Wikipedia definition, no mention is made of the inherent flaws in any MLM system – endless chains of recruitment and a pay plan that is recruitmentdriven, top-weighted, and financed primarily by incentivized purchases of the participants themselves. These critical features will be explained later in this chapter. 31
#178 FTC Matter No.: R11953 16 CFT Part 437 Notice of Proposed Rulemaking: Business Opportunity Rule, Comments #522418-12055, -58, 61, -66, -70, -74, -79, -83,-87, -92, and -96
Needed: A more accurate, researchbased definition of MLM that addresses structural flaws in the model – and harm to participants This book uses the terms ―Recruitmentdriven MLM‖ (implying an emphasis of recruitment over selling) and ―Productbased Pyramid Scheme‖32 as interchangeable terms. And as discussed previously, these programs have also been called ―Multi-level Marketing,‖ ―Network Marketing,‖ even ―direct selling‖ – though little selling to the public may take place. More negative sounding titles include ―pyramid selling,‖ ―entrepreneurial chains,‖ ―chain selling,‖ ―multi-level selling,‖ etc. In this book, a ―recruitment-driven MLM‖ uses a compensation plan that rewards recruiting so much more than selling that there is little incentive to sell products. ―MLM‖ is a generic acronym for any type of multi-level or endless chain selling program, so for brevity, we will use ‗MLM‖ most of the time. No-product pyramid schemes are fairly easy to identify, and they seldom last long without law enforcement shutting them down. But when products are offered, and when consumers are presented with an income ―opportunity‖ with multiple levels of ―distributors,‖ it is not easy for some to decide whether or not it is in fact an exploitive pyramid scheme. Unfortunately, some of the most damaging programs manage to escape legal action. After processing extensive data and and posting analytical reports on a web site, I found myself interacting with the top experts in the field. I began offering research and training through the non-profit Consumer Awareness Institute that I had formed years earlier for other projects – all financed out of my own pocket. FTC rationale for considering pyramid schemes unlawful. The Federal Trade Commission Act states that ―Unfair methods of competition in or affecting commerce, and unfair or deceptive acts or practices in or affecting commerce, are 32
For a brief history of classic, no-product pyramid schemes, and MLM, or product-based pyramid schemes, see Chapter 10.
Ch.2- 7 hereby declared unlawful.‖33 While the FTC Act does not specifically address pyramid schemes, such schemes have been deemed unlawful under the above clause in the Federal Trade Commission Act.34 As will be demonstrated in this and subsequent chapters, using the same rationale, MLM should likewise be declared unlawful, as it is even more unfair and deceptive – and more viral and predatory – than are classic, no-product pyramid schemes. The harm is many times that for a no-product scheme. For example, in a 1-2-4-8 no-product pyramid scheme, 14 persons lose their investment which goes to one person at the top. But in a typical MLM, or product-based pyramid, a handful of participants profit at the expense of thousands beneath them who lose money after paying for products, sales ―tools,‖ and other business expenses. The average loss rate for MLMs is approximately 99.7%. In fact, it can be demonstrated that the chances of profiting from a classic noproduct pyramid scheme is 50-100 times as great as the odds of profiting from a typical MLM, or product-based pyramid scheme.35 And over 100 typical misrepresentations have been identified that are used in MLM recruitment campaigns.36 .
“. . . unfair or deceptive acts or practices in or affecting commerce, are hereby declared unlawful.” While the FTC does not specifically address pyramid schemes, such schemes have been deemed unlawful under the above clause in the Federal Trade Commission Act (FTC Act, Section 5). Using the same rationale, MLM should likewise be deemed unlawful, as it is even more unfair and deceptive, and more viral and predatory, than classic, no-product pyramid schemes.
33
Section 5(a)(1) of the Federal Trade Commission Act, 15 U.S.C. 45(a)(1) 34 In re Koscot Interplanetary, Inc., 86 F.T.C. 1106 (1975) 35 36
See Chapter 7. See Chapter 8: ―MLM – a Litany of Misrepresen-tations.‖
MLMs are recruitment-driven. I refer to MLMs which recruit aggressively as ―recruitment-driven MLMs,‖ as opposed to hypothetical ―retail-focused MLMs,‖ which would allow a person to earn significant profits from retailing products to end users. Understanding the difference is the key to identifying the features in MLM that cause harm to participants – which will be explained in later chapters. Actually, retail MLMs would be extremely rare. In fact, I found no retailfocused MLM compensation plans out of hundreds that I have reviewed. In-home demonstrations ("party plans")
Party plans do some retailing. The closest to a retail-focused MLM would be an ―in-home demonstration‖ program, or ―party plan,‖ which features sales at parties sponsored by demonstrators. But determining whether or not the party plan is still recruitment-driven and financed primarily through purchases by participants would require analysis of their compensation plans and average earnings data, which most such companies have not as yet been willing to provide to the general public. So they remain in somewhat of a grey area in my research. Confusing comparisons. MLM is often compared to legitimate alternative business models, such as franchising, direct sales, insurance, and product distributorships. This adds confusion in the minds of consumers and law enforcement officials. However, my research suggests that clear differences can be seen. As explained above, one common strategy for MLM companies to build credibility is to go to great lengths to be identified as ―direct sales‖ organizations. However, after rigorous comparisons of legitimate business models with
Ch.2- 8 compensation plans of ―recruitment-driven MLMs‖, when the four characteristics described below are taken together, clear distinctions between legitimate and illegitimate (using the FTC standard of ―unfair and deceptive practices‖) can be seen.. Interestingly, the four characteristics, which when taken together differentiate these programs from legitimate businesses, are the same features that cause an extremely high loss rate and other problems for participants. I call them ―causal and defining characteristics of product-based pyramid schemes‖ because they both cause the harm and also serve to define MLMs as product-based pyramid selling schemes, or recruitment-driven MLMs. Properly applied, they can also be highly effective in identifying programs that violate federal and state laws against pyramid schemes. Inadequate legal definitions. Most of the laws and statutes were crafted before the structure, dynamics, and effects of productbased pyramid schemes were fully understood, so the definitions within antipyramid statutes do not accurately reflect the root causes of the problems. They tend to focus on behavior of participants, rather than on objective underlying structural features. However, there is enough validity in the present legal definitions of pyramid schemes in most jurisdictions that en forcement against such schemes can be effective if the principles in this paper are understood and applied. This is true regardless of the complexity of the compensation plan of any given MLM. FTC guidelines and most state statutes include a key element in defining pyramid schemes – the payment of money by the company in return for the right to recruit other participants into the scheme. If the primary emphasis is compensation from recruiting, rather than from the sale of products to end users, it is considered a pyramid scheme. How such primary emphasis is to be determined has until now been a formidable challenge for investigators. For some of the relevant terms used in discussions about MLM, go to Appendix 2A. Persons investigating MLM must understand compensation plans and
why they are so important. Decades ago, psychologists experimenting with both animals and people learned that you get the behavior you reward. For example, if you place a dog in a room with two bowls, the first containing a pound of beef, and the second an ounce of dry dog food, invariably the dog will choose to eat from the first bowl.
You get the behavior you reward.
Similarly, since an MLM compensation plan specifies how participants are rewarded, it reveals whether the primary income emphasis is on recruiting or on retailing – and therefore, whether or not a given MLM is a disguised pyramid scheme. MLM spokesmen maneuver to divert authorities from examining how participants are rewarded. They speak of the validity of a company‘s products, the integrity of its leaders, and the company‘s solid financial condition. It seems that the one thing MLM leaders do not want regulators to understand – the compensation plan – is the one thing investigators must grasp in order to answer the question of where the emphasis is – on company payout resulting primarily from recruiting (usually from commissions for product sales to downline recruits), or primarily from retailing to consumers outside of the MLM‘s network of participants. To dramatize the importance of concentrating on the compensation plan, rather than people or products, read and enjoy ―The Parable of the Missing Children‖ in Appendix 9A (Chapter 9). The problem of evaluating MLM programs is further complicated by a wide array of complex MLM payout formulas, or compensation plans. The problem of identifying emphasis on recruiting vs. retailing in a compensation plan, as well as consumer harm, can be greatly simplified by understanding the four characteristics discussed below – commonalities which are generic to all MLMs, or product-based pyramid schemes. (There is also a fifth
Ch.2- 9 characteristic that appears in almost all MLMs which amplifies the fourth characteristic.) For explanations of various types of MLM compensation plans, go to Appendix 2B.
It is vital that we understand the commonalities and distinguishing features that separate MLM from all other forms of business activity. MLM compensation plans can get quite complex. Appendix 2C illustrates just a few examples out of hundreds of MLM compensation plans, showing the complexity of only a portion of a typical MLM compensation plan. Many of the plans are far more extensive and complex than these. This makes it difficult to compare plans from different MLMs. These widely varying plans also illustrate the need for an understanding of the commonalities and distinguishing features that separate MLM from all other forms of business activity. What is the difference between recruitment-driven MLMs and (hypothetical) retail-focused MLMs? Companies with all four of the following characteristics of a product-based pyramid scheme can be classified as recruitment-driven MLMs, as differentiated from hypothetical retailfocused MLMs, which would primarily reward those who sell products. In reality, MLMs (with the possible exception of some party plans) are essentially closed systems, which sell products at retail primarily to program participants and cooperating family members – seldom to the general public. These product purchases could be considered disguised or laundered investments in a product-based pyramid scheme. TOPPs (top-of-the-pyramid promoters), founders, and company executives are rewarded in commissions for the sale of products to a revolving door of unwitting downline recruits. How these defining characteristics were derived. Early in my research, after comparative analysis, I was able to identify a list of characteristics that are common to all
MLMs, including the 500 MLMs I have since analyzed. These were compared to characteristics of no-product pyramid schemes, as well as to legitimate businesses to which MLM is often compared, such as direct sales, franchises, distributorships, etc. (See Appendix 2D for details of this analysis.) From this comparative analysis, a trained eye can see that when one focuses on the causes of the problems with MLMs, which are compensation plans with perverse reward features (enriching a few at the top at the expense of a huge downline who lose money), certain characteristics, or ―red flags,‖ become apparent. Four key characteristics are both causative (causing high loss rates) and defining (clearly distinguishing pyramid schemes from legitimate businesses). I‘ll refer to these causative and defining characteristics as ―CDCs.‖ The four characteristics (CDCs) of recruitment-driven MLMs, are causal, defining, and legally significant. The set of four characteristics below were found to be exclusive to recruitment-driven MLMs (which included all MLMs in my sample of 500 programs). Based on careful analysis of available data, MLM programs with all of these characteristics have a shocking loss rate – approximately 99.7%37 of ALL participants lose money (after subtracting ALL expenses)! And if you eliminate TOPPs (top-of-the-pyramid promoters) from the calculation, the loss rate is closer to 99.9%. This is not a legitimate business by any reasonable measure. In the light of these odds, typical promises made by MLM promoters of lucrative incomes are misleading, except for a few at the top of the pyramid who got in early. Again, it is important to recognize that – These four characteristics are causal because they identify the cause of the harm or consumer losses. They are defining because they clearly separate MLMs, or product-based pyramid schemes, from all other forms of commercial activity. And they are legally significant because they answer the question that law enforcement has not answered in cases 37
See Chapter 7: ―MLMs Abysmal Numbers‖
Ch.2- 10 before; i.e., how the primary emphasis on income from recruiting (as opposed to selling direct to consumers at retail prices) can be determined from the reward system (compensation plan) – rather than from complaints, which simply are too cumbersome and unreliable in this arena. Besides, as will be discussed in Chapter 9, victims of endless chains rarely file complaints with law enforcement. It is the synergistic effects of these four CDC‘s working together in an MLM that cause the extraordinary loss rates characteristic of these schemes. Interestingly, most of the laws that might implicate MLMs as pyramid schemes are based on one or more behavioral effects of the scheme (such as whether or not sales are made to non-participants) or behavior of participants, and not the essential causes of the problems; i.e., the underlying structure, or compensation plan. As explained already, rewards drive behavior. No wonder law enforcement has been so confused and inconsistent in this arena. Even so, using this analysis, law enforcement agencies can work within existing laws. Attempting to change the laws is risky, since the MLM lobby (Direct Selling Association) could then influence legislators to pass deceptive ―anti-pyramid‖ laws that are actually favorable to MLM, as they have already done in several states. Twenty years of research and feedback confirm this analysis, including a one-year experiential test, direct observations of numerous MLM opportunity meetings; communications with thousands of participants (and ex-participants and family members), executives from a variety of MLMs, and with consumers as MLM prospects; consultations with top MLM experts and attorneys; the collection and processing of available data (including official company reports); analysis of over 500 MLMs with all types of compensation plans; and surveys of consumers and tax professionals.
The four CDCs of recruitment-driven MLMs, or product-based pyramid schemes, that cause the harm and that clearly distinguish between MLM and legitimate direct selling Each person recruited is empowered and incentivized to recruit other participants, who are empowered and motivated to recruit still other participants, etc. – in endless chains of empowered and motivated recruiters recruiting recruiters – without regard to market saturation. 1.
When analyzing a program, prospects could ask: Is unlimited recruiting allowed, and are those who are recruited empowered and spurred on by incentives (such as overrides from downline purchases, rank advancement, etc.) to recruit additional participants, etc. – so that the effect is unlimited recruiting of empowered and motivated recruiters in an endless chain of recruitment? This unlimited recruitment of endless chains of participants is the great underlying flaw in MLM. In fact, all pyramid schemes, chain letters, and MLMs have this unlimited recruitment characteristic in common. They also assume virgin markets, which don‘t exist for long – which means they either collapse or expand (―re-pryamid‖38) into new markets. Since MLM depends on unlimited recruitment of endless chains of participants, it is fundamentally flawed, unfair, and deceptive. It is deceptive because prospects are sold on an income opportunity that is primarily an opportunity for those placed at the beginning of the endless chains of recruitment – usually those at or near the top of the pyramid of participants. New recruits are being sold a ticket to a flight that has already left the ground. For important background information on the endless chain feature of MLMs, read the letters to FTC officials by Bruce Craig, former assistant to the Wisconsin Attorney General in Appendixes 2E and 2F.
38
―Re-pyramid‖ will be explained in Chapter 3.
Ch.2- 11
Exhibit 2a
CDC* (―Red Flag‖) #1: Every MLM incentivizes unlimited recruitment of a network of endless chains of participants. This dependence on recruitment is not the case with legitimate direct selling, which focuses on sales to customers, not to the network of participants.
The endless chains of recruiters recruiting recruiters – works on the same principle as illegal ―pay to play‖ chain letters or classic, noproduct pyramid schemes. *NOTE: These CDCs (or ―red flags‖) are causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes. They are causative in that – taken together – they cause the extremely high loss rates suffered by participants, and they are defining in that they clearly define product-based pyramid schemes as differentiated from legitimate direct selling and other packaged business opportunities. All 500 MLMs I studied demonstrated this characteristic in their compensation plans.
Ch.2- 12 MLM is also extremely viral and predatory – expanding rapidly from state to state and from country to country as it targets and defrauds the most vulnerable in the population. But it is sufficiently deceptive that even some people who should know better are victimized. These features should have been sufficient grounds for the FTC to consider MLMs as unfair and deceptive practices, and therefore illegal. However, that opportunity was missed in the 1979 ruling that Amway was not a pyramid scheme, assuming certain ―retail rules‖ were followed. It is interesting to note that in the earlier Koscot case39, the court noted, ―The Commission has previously condemned socalled ―entrepreneurial chains‖ as possessing an intolerable capacity to mislead.‖40 This capacity has been demonstrated in literally thousands of MLMs (many now defunct) fashioned after the model of entrepreneurial chains which the FTC has allowed following the 1979 Amway decision. Unfortunately, this prophetic warning of an ―intolerable capacity to mislead‖ was set aside, and the deceptions continued unabated. (See Chapter 8 for lists of at least 111 typical MLM misrepresentations.) MLM promoters often argue that all organizations are organized as pyramids, with a few at the top and many at the bottom and with those at the top being paid the most. If this were the only distinguishing characteristic of a pyramid scheme, they would be right. But the endless chains of recruitment of participants as primary customers – with money to those at the top coming from purchases (amounting to losses) of those at the bottom – is far more accurate and discriminating. So the stacking of recruits into a pyramid of participants for the purposes of payout is secondary to the chaining aspects. However, it should be noted that in corporations and government organizations, even those at the very bottom at least earn a minimum wage – 39
In re Koscot Interplanetary Inc., 86 F.T.C. 1106, 1181 (1975), aff‘d.,Turner F.T.C., 580 F. 2d 701 (D.C. Cir. 1978) 40 Holiday Magic, Inc., Docket No. 8834, slip op. pp. 11-14 [84 F.T.C. 748 at pp. 1036-1039] (Oct. 15, 1974); Ger-Ro-Mar, Inc., Docket No. 8872, slip op. pp. 8-12 [84 F.T.C. 95, at pp. 145-149] (July 23, 1974), rev'd in part 518 F.2d 33 (2d Cir. 1975).
as opposed to all those on the bottom of a pyramid scheme actually losing money. A more apt analogy for MLM as an income opportunity would be that of an iceberg, instead of a pyramid. Those few who profit from MLM stick out like an iceberg, with the vast majority under water, or in a losing position, after subtracting expenses. Had all forms of endless chain marketing schemes been declared illegal (as happened in Wisconsin in 1970, but seldom enforced since41), this confusion over definitions would be minimal. Based on DSA data on worldwide sales by MLMs (which represent losses to 99% of participants) I estimate that since 1979, aggregate losses totaling hundreds of billions of dollars by hundreds of millions of unwitting victims worldwide could have been prevented. MLM in its present form would not have existed, and you would not be reading this. The ill-fated Amway decision – and the ―retail rules.‖ In 1979, FTC attorneys were outfoxed and outgunned by Amway attorneys. FTC Chairman Robert Pitofsky ruled that Amway was ―not a pyramid scheme,‖ assuming the implementation of its ―retail rules‖ that Amway claimed it would voluntarily enforce. These rules can be summarized as follows: (1) distributors were to sell or consume 70% of the products they purchased each month (refined in later court cases to mean sales to non-participants42), (2) they must be able to prove a sale to each of ten customers each month, and (3) reasonable buy-back provisions would be permitted.43 Though not enforced by the FTC or by the MLMs, these retail rules have been used as a benchmark in other MLM cases. The rules were merely given lip service. In practice, the first two of these rules are unenforceable (in the present regulatory environment) and are generally ignored by MLMs. The Amway decision opened the floodgates for thousands of the most unfair, deceptive, viral, and predatory MLMs ever 41
Tax Returns of the Top Amway Direct Distributors in Wisconsin, Bruce Craig, op cit 42 Webster v. Omnitrition, IIB, filed in the Appeals court for the U.S. District Court for the Northern District of California, March 4, 1996. Also statements by FTC officials James Kohm and Debra Valentine – referred to later in this report. 43 See 93 F.T.C. 618, 716-17 (1979).
Ch.2- 13 devised. Tens of millions of consumers recruited into MLMs worldwide will continue to pay heavy prices for that decision – unless FTC and/or state legislators and law enforcement officials muster the will to address the issue of widespread MLM fraud. In spite of the confusion over definitions of what constitutes a pyramid scheme, much can still be accomplished within the present legal framework. This chapter focuses on clarifying those definitions and on identifying the combination of features in the compensation plan that cause the greatest harm. Market collapse happens quickly. MLM defenders argue that saturation never happens, which proves an MLM is not a pyramid scheme. But total saturation is absurd. Why would McDonald‘s need 100,000 fast food outlets in a city of 100,000 people? One or two may be adequate. So with MLM. Market saturation may be reached when a city has only five or ten distributors, with new ones finding it more and more difficult to recruit more participants. Re-pyramiding to avoid market collapse. When pyramid promoters introduced product purchases as the means for financing their schemes (then dubbed ―multi-level marketing‖), some found ways to avoid ultimate collapse. First, MLM recruiters used a hard-sell approach to focus attention on the quality of the products, and away from endless chain recruiting. As a second strategy, major MLMs introduce new product lines or divisions, enter new demographic markets or countries, or change the name of the company and introduce the package as a whole new company with a ―different‖ product or service emphasis – as Amway did when it morphed into ―Quixtar‖ in the U.S., while keeping the ―Amway‖ name in overseas markets. Nu Skin shifted it‘s recruiting to Asia to the point that 85% of its revenues came from Asia. And Nu Skin developed new product divisions, such as Interior Design Nutritionals (IDN), Big Planet (internet services), and Pharmanex, and Photo-Max – through which it could cycle new recruits. This is a process I call ―repyramiding;‖ i.e., opening new markets in other countries and/or by starting new product divisions and repeating the cycle all over again.
Third, MLMs engage in aggressive and unlimited recruitment campaigns and use the DSA to influence public opinion to accept and define their recruitment schemes as legitimate direct selling opportunities. And fourth, there is a revolving door of newly recruited participants who are constantly replacing those who quit. Thus, in MLM there is a continuous collapse of the base of the pyramid, involving the churning of newly recruited participants. This allows those at or near the top of the pyramid to maintain their positions and their high income levels. It is through actions like this, indicative of continuous collapse, that MLMs, or product-based pyramid schemes, can survive longer without total collapse than no-product pyramid schemes. Losses from the continuous collapse of the pyramid are borne by the new recruits cycling through. Furthermore, because of the prolonged saturation and collapse, many more participants are adversely affected in productbased schemes than in no-product schemes. Strategies used by MLMs to compensate for market saturation and to avoid market collapse will be discussed further in Chapter 3. Are participants buyers or sellers? Unlimited recruiting in MLMs also changes the marketing nature of the system from one of a network of ―distributors‖ to a network of buyers. The normal distinction between buyers and sellers is blurred – even evaporated. The sellers are the buyers, and the buyers are the sellers – to themselves and their families. Also, we see the fallacy of the claim that MLM is removing the ―middle man‖ in their marketing. Actually, in an MLM, middlemen may number in the thousands in multiplying downlines. New MLM recruits buy products mainly to qualify for profits from recruiting others, rather than from any real need for the products or from any expectation of profit from retailing. And as people tire of being solicited, the perceived opportunity to find willing buyers eventually diminishes to a trickle. Since the retail market is a phantom one, in order to increase the base of recruiting prospects who will pay retail to ―play the game,‖ we see promoters introducing new product divisions or opening up new markets to recruit in other areas.
Ch.2- 14
Recruitment-driven MLMs engage in re-pyramiding to continue growing – and can become like Ponzi schemes. When MLM promoters re-pyramid into other areas to make it possible for the first investing participants to earn commissions from purchases of new recruits, the MLM can be said to have evolved from a pyramid scheme into a type of Ponzi scheme – which is illegal in almost all jurisdictions. Ponzi schemes are programs in which new investors are repaid, from the investments of new investors.44 (The persons doing the selling remain the same.) In MLM, without re-pyramiding, into new markets, collapse is inevitable as market saturation makes future prospects resistant to participation. MLM proponents argue that replacement of continual dropouts by ongoing recruitment is like other direct sales businesses. But this is a fallacy. Later recruits never have the same opportunity as earlier entrants due to market saturation. Why is recruiting emphasized over retailing? Unlimited recruiting of recruiters, combined with the other factors explained here, creates enormous leverage. Rewards for recruiting a large downline are so much greater than for retailing products that participants see no point in spending time and effort retailing, except for token sales (often purchases in the names of relatives who become ―counterfeit customers‖) to satisfy ―retail rules.‖ Again, ―you get the behavior you reward.‖ The ―primary emphasis on income from recruiting‖ test of a pyramid scheme is thus satisfied. The following items summarize the evidence that recruitment-driven MLMs do not engender any significant retail market: 1. The compensation plan rewards the recruitment of a downline so well that there is little incentive to sell directly to consumers. 2. An analyst can subtract all incentivized purchases by new distributors and their families from total revenues from that area on
the company‘s financial report. If the volume left over is minimal, direct selling is not the major thrust of the company.. 3. Surveys of ex-distributors reveal that few continue buying the products after leaving the MLM. They recall that little if any direct selling occurred outside of the network of distributors and their immediate families. (Surveys of ex-distributors are more valid than those of current distributors, who may have contracted to do a limited amount of selling to non-participants to keep their distributor license.) 4. We know from surveys conducted in areas of intense MLM activity that few sales are made directly to consumers who are not in the network of participants.45 5. Little if any direct selling continues in an area two or three years after an MLM finishes its recruitment blitz through the area. 6. To counter dwindling sales due to a drop-off in recruiting, the MLM engages in repyramiding; i.e., recruiting in other areas or shifting to new product divisions. MLM promoters can then sell to new recruits. 6. Signs of reporting inconsistencies can reveal a lack of direct sales. In the case of Nu Skin, sharp discrepancies appeared between U.S. revenues reported to the SEC and those reported to the FTC and to recruits in the amount of sales that were occurring at retail prices. This was blatant evidence of misrepresentation.46 7. In my test of Nu Skin‘s program, I saw over 400 Nu Skin distributors over a one-year period, but I can recall only one who made a serious effort to sell very many of Nu Skin‘s expensive supplements directly to nondistributors. She sold to rich neighbors who were sympathetic to her desire to ―succeed.‖
45
44
Ponzi Schemes, Invaders from Mars, & More Extraordinary Popular Delusions and the Madness of Crowds, by Joseph Bulgatz, (New York: Harmony Books, 192), pages 11-45
―Survey of Tax Preparers‖, by Jon M. Taylor, (posted in 2004 on website for mlm-thetruth.com) 46 REPORT OF VIOLATIONS of the FTC Order for Nu Skin to Stop Misrepresenting Earnings of Distributors, by Jon M. Taylor, filed with the FTC November 20, 2002 Since that time, Nu Skin has not reported retail sales that they could not prove had occurred.
Ch.2- 15
Exhibit 2b
CDC* (―Red Flag‖) #2: Advancement in a hierarchy of multiple levels of participants (―distributors,‖ ‖associates,‖ etc.) is achieved by recruitment and/or by purchase amounts, rather than by appointment.
MLM is all about getting in early - or climbing to the top of the pyramid - where the big money is made – just like any other pyramid scheme.. *NOTE: These CDCs (or ―red flags‖) are causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes. They are causative in that – taken together – they cause the extremely high loss rates suffered by participants, and they are defining in that they clearly define product-based pyramid schemes as differentiated from legitimate direct selling and other packaged business opportunities. All 500 MLMs I studied demonstrated this characteristic in their compensation plans.
Ch.2- 16
2. Advancement in a hierarchy of multiple levels of participants (“distributors,” ”associates,” etc.) is achieved by recruitment and/or by purchase amounts, rather than by appointment. Ask: Does a participating ―distributor‖ advance one‘s position or rank (and potential income) in a hierarchy of multiple levels of participants by recruiting other ―distributors‖ under him/her, who in turn advance by recruiting distributors under them, etc.? Or by buying products to qualify at certain levels in the compensation plan? In MLM, the position in the hierarchy is determined not by appointment, but by time of entrance into the program and by recruiting success. When persons are recruited into such a program and then given incentives to buy products, they are being ―leveraged‖ for the profit of those above them. They may think they are advancing, when in fact they are often being manipulated into buying more products and recruiting more people to benefit those above them. Are MLM ―distributors‖ really distributors? When the pay plan rewards recruits far more for recruiting others than for retailing products or services, and when purchases are ―incentivized,‖ or tied more to advancement in the scheme than to the sale of products and services to non-participants, it is a misnomer to refer to them as ―distributors.‖ (Some MLMs use other terms for participants, such as ―representatives,‖ ―associates,‖ etc.) This is why I often place such terms as ―distributors,‖ ―associates,‖ ―representatives,‖ etc., in quotation marks. It is more correct to refer to them as ―investing participants.‖ Correctly viewed, an accumulation of such incentivized purchases over a period of time constitutes a substantial investment in a pyramid scheme. (See #3 below) Unfortunately, MLM participants are led to believe that purchases of goods and services are not part of the cost of doing business, so they may not subtract these purchases when figuring supposed ―income.‖ Participants are typically not wise business managers so the customary subtraction of all costs from revenues to figure
profits is ignored. Such purchases would be made from less expensive sources if serious comparison shopping were done. Close examination reveals that both advancement and income are dependent primarily on downline recruiting and on ―internal consumption‖ (sales to participants in the scheme). If participants must recruit and buy products to be successful, and if the pay plan‘s primary rewards are for building a downline, it should be considered an illegal pyramid scheme. Exception – Selected distributors given priority. Often during the startup of a new MLM, or when an MLM enters a new country, selected distributors, or TOPPs (top-of-the-pyramid promoters), are assigned top positions arbitrarily by the founders. Nepotism sometimes appears, such as when favored positions are extended to family members of the founders. This is unfair to those who come in later, who must aggressively recruit and buy products to have any hope of advancing to the top where the money is made.
Ch.2- 17
Exhibit 2c
CDC* (―Red Flag‖) #3: ―Pay to play‖ requirements are met by ongoing ―incentivized purchases,‖ with participants the primary buyers.
MLM participants subscribe to minimum product purchases in order to "play the game" – to qualify for commissions and to gain or maintain advancement in the scheme *NOTE: These CDCs (or ―red flags‖) are causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes. They are causative in that – taken together – they cause the extremely high loss rates suffered by participants, and they are defining in that they clearly define product-based pyramid schemes as differentiated from legitimate direct selling and other packaged business opportunities. All 500 MLMs I studied demonstrated this characteristic in their compensation plans.
Ch.2- 18
3. “Pay to play” requirements are met by ongoing “incentivized purchases,” with participants the primary buyers. Ask: Are ―distributors‖ who are recruited presented with significant ―pay to play‖ options; i.e., are they encouraged to make initial or ongoing investments in ―incentivized purchases‖ in order to take advantage of the ―business opportunity,‖ and to continue qualifying for advancement in – or overrides and bonuses from – the MLM company? What are ―incentivized purchases?‖ – or ―pay-to play47 purchases‖ – or ―pay for your paycheck‖? I coined the term ―incentivized purchases‖ to refer to the practice of tying purchases of products from an MLM company with requirements to enter the ―business opportunity‖ option, to qualify for commissions, and to qualify for rank advancement in the hierarchy of ―distributors‖ – who are in effect merely participants making pyramid scheme investments disguised (or laundered) as purchases. They are also called ―pay to play‖ purchases. (See Appendix 2A for definitions of relevant terms.) Incidentally, William Ackman in his attack on Herbalife48 used very descriptive term fo this feature – ―pay for your paycheck.‖ Percentage of revenues accounted for by internal consumption – a key legal issue. In pyramid scheme cases, the percentage of purchases accounted for by participants‘ personal consumption – as opposed to sales to non-participants – has become a litmus test for determining if an MLM is an illegal pyramid scheme. MLM executives may attempt to excuse lack of evidence of retail sales by pointing to company rules that require sales to nonparticipants as proof of such sales. However, the existence of ―rules‖ aimed at encouraging retail sales and discouraging inventory loading will not protect a company from being an illegal pyramid scheme if not properly incentivized and adequately enforced.49 47
For this insight, I thank Kristine Lanning, former assistant to the Attorney General for North Carolina. 48 December 20, 2012 Sohn conference for investors 49
In re Koscot Interplanetary, Inc., 86 F.T.C. 1106, 1181 (1975), aff‘d., Turner v. F.T.C., 580 F.2d 701 (D.C. Cir. 1978); In the Matter of Amway Corp., 93 F.T.C. 618 (1979);
If participants must recruit and buy products to be successful, or if the pay plan’s primary rewards are for building a downline, it should be considered an illegal pyramid scheme How much is actually invested in the scheme? MLMs typically charge a nominal fee to be licensed as a distributor. This is usually less than $100 to avoid raising the eyebrows of law enforcement officials – and to escape subjecting the MLM program to more strict guidelines as a franchise, security, or ―business opportunity.‖ However, in the typical scenario, initial registration or license fees are merely the beginning of the total MLM investment, One must add incentivized ongoing purchases, which may total hundreds, or even thousands of dollars a year.50 They constitute a substantial portion of the cost of participating in the ―business opportunity.‖ Whether they are used, sold, given away, or stored, is irrelevant to the analysis. Escalating incentives to continue purchasing products to qualify for higher commissions rates and/or ever-higher levels in the hierarchy of participants often leads ―distributors‖ to hyper-consume products or to give away a lot of samples. Many fill their garages with products they don‘t need. The argument that they would have purchased the products anyway, and that these purchases should not be considered an expense of doing business, does not hold water. Upon quitting, most cancel product subscriptions.
Webster v. Omnitrition,79 F.3d 776, 781 (9th Cir. 1996); United States v. Gold Unlimited, Inc., 177 F.3d 472, 480-81 (6th Cir. 1999); F.T.C. v. Equinox, Int‘l. Corp., 1999 U.S. Dist. LEXIS 19866, *15 (D. Nev. Sept. 14, 1999); People v. Cooper, 166 Mich. App. 638, 651-52; 421 N.W.2d 177 (1987); Koscot Interplanetary, Inc. v. Draney, 90 Nev. 450, 530 P.2d 108 (1974); Section 5 of the FTC Act; M.C.L. 750.372; N.R.S. 598.100, et, seq. 50 The minimum 100 PV (personal volume) for Quixtar (Amway) participants was ―roughly equal to $260/mo.‖ ($3,120 per year) . . . and ―because Quixtar‘s overpriced products are not sellable to anyone except distributors who are buying to qualify for bonuses, Quixtar distributors‘ earnings are a direct function of how much product they and their downline consume. The more internal consumption and the larger the downline, the higher the bonus.‖ (Complaint and demand for jury trial, US Dist. Ct., Central District of Calif., Western Div., Case No. CV 07-05194), § 97)
Ch.2- 19 So when participants are expected to make product investments to get into an MLM – and then to continue purchasing products (by subscription), training, etc., in order to achieve rand advamcement, they are paying pyramid investment fees to ―play the game,‖ one of the earmarks of a productbased pyramid scheme.51 If participants subtracted purchases and the operating costs of recruiting from commissions, they would find a high breakeven bar rarely exceeded by revenues. In other words, almost all participants below the TOPPs lose money.
Investing in the form of incentivized and ongoing product purchases could be considered a device for disguising or laundering pyramid scheme investments. Why are incentivized MLM product purchases not widely recognized as investments in a pyramid scheme? Most MLMs offer lucrative incentives for recruiting an increasing number of ―distributors‖ (or other term for participants) and for revenues from product sales. So many participants recruit ―dummy distributors‖ from friends and relatives and buy products in their names – or simply buy products for them as ―counterfeit customers.‖ They believe this will qualify them for ―the really big bucks.‖ Few realize that they have in effect paid a very large fee for participation in a pyramid scheme. Through a variety of misrepresenttations about the ―opportunity,‖ large sums of money may thus be extorted from them. Such an amount paid at the start into a no-product pyramid scheme would immediately arouse suspicions of its‘ being an illegal pyramid scheme. But since the money paid into an MLM is paid for legitimate products and over a period of time, most participants and investigators fail to see it as an investment in a pyramid scheme. In reality, this means of investing in the form of incentivized and ongoing product purchases could be considered a 51
In FTC v. Amway (1979 – 142-145), Webster v. Omnitrition (Discussion on ―Pyramid‖), and FTC v. Skybiz (29)
device for disguising or laundering pyramid scheme investments. MLMs typically sell overpriced potions and lotions touted to prevent or cure a wide range of maladies. This could be compared to a bushel of apples selling for $20 a bushel. The seller paints blue stripes on them and sells them for $80 – $60 more because of the ―magical properties‖ attributed to the blue stripes – the old ―snake oil‖ pitch. Many MLM products are sold at a premium so that commissions can be paid to many levels of distributors. If an MLM product were sold for $20 more than a comparable one sold through other outlets, this $20 premium could be considered the pyramid investment portion of the price, which would flow to the top of the hierarchy of participants in typical pyramid fashion. Do MLM participants sell products at listed retail prices to non-participants? MLM promoters have convinced many regulators that MLM distributors sell a significant amount of products to persons not participating in the scheme. In most MLMs, this is patently false. We know from surveys conducted in areas where intense MLM activity is occurring that few sales are made directly to consumers who are not connected to the recruitment scheme. As discussed earlier, in a randomized survey of households in Utah County, Utah,52 where many MLMs are located, we found four MLM distributors for every one nonparticipating customer. It is generally motivated participants who are induced into paying for overpriced ―pills, potions, and lotions‖ typically sold by MLMs.
We know from surveys that few sales are made directly to consumers who are not connected to the recruitment scheme. It is generally motivated participants who are induced into paying for overpriced “pills, potions, and lotions” typically sold by MLMs.
52
Randomized survey conducted in Utah County, Utah, by Consumer Awareness Institute, 2004
Ch.2- 20 A startling admission. We usually see a ―wink-wink, nod-nod‖ attitude of MLM promoters on how they get participants to purchase most of the products from the company. ―Pay-to-play‖ or incentivized purchases play a bigger role than most are willing to admit. But occasionally the truth leaks out. Consider this quote from Advocare‘s ―Policy and Procedures‖ manual regarding its compensation plan: You may choose any method you like to achieve Advisor status. These examples point out the practical reasons you always want to track your volume if you think you‘re close to qualifying Advisor status – and if necessary, cover the $500 Personal 53 Volume with your own purchases.
“. . . if necessary, cover the $500 Personal Volume with your own purchases.” –Advocare P&P manual MLM not recognized as legitimate selling. Additional evidence that little actual direct selling takes place in MLM can be found on the business shelves of any bookstore. I searched the contents of books on salesmanship of major bookstores and found no mention of MLM or multi-level or network marketing as an arena for professional salespersons. The only exceptions were when networking (not MLM) was discussed, and only when a professional sales person mentioned a bad experience with MLM on his way to becoming a real salesperson54. And even in the books that Zig Ziglar (who has written on MLM55) has written on salesmanship, he is careful not to include MLM as a form of selling. Apparently, MLM is only respectable to those doing it. When as a young man I sold encyclopedias to help pay my way through college, it was not a requirement that I buy a set for myself or to meet a certain quota in order to qualify for commissions. And later, as an insurance agent, I was not required to buy the insurance I was selling. This would
not be true in an MLM, which depends for much of its revenues on minimum purchases by participants who buy to qualify for commissions and/or rank advancement. For a list of criteria to distinguish between MLM and legitimate direct selling, see Exhibit 2f: ―Does Multi-level Marketing* Qualify as a Form of Direct Selling? – a 7-Point Checklist.‖ How recruitment-driven MLMs kill their own retail market. In many MLMs, purchases at inflated retail prices are primarily made by new recruits as a form of entry fee – after which they pay wholesale for products. Recruiters at MLM opportunity meetings often kill their own retail market. Why would anyone pay full retail price when there are plenty of ―distributors‖ who would gladly sell at wholesale prices to meet their ―pay to play‖ quota of purchases? Most ex-distributors of MLMs I have interviewed have said they cancelled automatic bank draft payments for monthly product shipments or sharply reduced purchases from the company following their quitting an MLM. This supports the conclusion that the retail market for the products is more contrived than real. ―Pay to play‖ purchases usually cease upon termination. What about the refund policy of MLMs? Many MLMs have a 30-day or oneyear return policy, allowing for a refund for unused and unopened merchandise, minus a small re-stocking fee. While this sounds acceptable to recruits and regulators, hundreds of interviews with ex-distributors lead to the conclusion that this offers little actual protection to participants. It is extremely rare for MLM victims to recognize the fraud in an MLM without intensive de-programming by a knowledgeable consumer advocate. They have been told by their upline that anyone can succeed and are conditioned to blame themselves – not the MLM program – for their ―failure.‖ And many have opened their product packages to sample or share the contents, so they don‘t ―qualify‖ for a refund. Or they may fail to qualify on other technicalities.
53
(Advocare) ―Policies, Procedure, and the Compensation Plan‖ (Rev. 10/21/08), ―Section II: The Compensation Plan,‖ Chapter 4:‖Advancing to Advisor,‖ p. 20. 54 The Sales Bible: The Ultimate Sales Resource, by Jefferey Gitomer (John Wiley & Sons, Inc., N.J., 2003) 55 Ziglar, op cit
―Tools for success‖ – or just more money down the drain.‖ Top distributors may sell ―tools‖ (books, audio/video training, etc.) to aid recruits in ―building their business.‖ Their message to participants is that if they
Ch.2- 21 are not succeeding in selling products or recruiting a downline, it is because they are not doing it right – not because the program itself is inherently flawed. If they want to be successful, they need the proper ―tools.‖ The sellers of these tools may make more money on them than on the sale of products to or through their downline. While not required ―pay to play‖ items, some upline promoters will not provide training and other support to downline participants who do not buy the tools. So these tools become in fact a necessary cost to ―play the game‖ – further reducing the likelihood that these hapless recruits will realize a profit. Incentivized purchases are typical of a pyramid scheme. On the FTC web site is an article entitled ―The Bottom Line about Multi-level Marketing Plans.‖56 Under the heading ―Evaluating a Plan,‖ the following advice is given: ―Beware of plans that ask new distributors to purchase expensive products and marketing materials. These plans may be pyramids in disguise.‖ The FTC ruling that Amway was not a pyramid scheme was conditioned on the assumption that its ―retail rules‖ would be enforced. Yet it was disclosed in a recent California case involving Quixtar‘s (Amway‘s) ―top guns‖ that only 3.4% of sales were to non-participants! 57 In summary, MLMs typically require significant purchases in order to participate in the financial rewards outlined in the compensation plan. While the actual enrollment fee may be small, the cost to qualify for commissions and rank advancement can be substantial. This is one of the earmarks of a pyramid scheme, as opposed to legitimate direct selling.58
56
www.ftc.gov
57
Notice of Errata re exhibits E, F and G to Affidavit of Billy Florence submitted with complaint, US Dist. Ct., Central District of Calif., Western Div., Case No. CV 07-05194), § 97) p. 13 58
In FTC v. Amway (1979 – 142-145), Webster v. Omnitrition (Discussion on ―Pyramid‖), and FTC v. Skybiz (29)
It was disclosed in a recent California case involving Quixtar‟s (Amway‟s) “top guns” that only 3.4% of sales were to non-participants! 4. Company payout (in commissions & bonuses) per sale for the total of all upline participants equals or exceeds that for the person selling the product – resulting in inadequate incentive to retail and excessive incentive to recruit. This is what is meant by a “topweighted” pay plan. Ask: Would a ―distributor‖ purchasing products for resale receive less in total payout (in commissions, bonuses, etc.) from the company as would the total of all upline participants? In other words, does most of the money paid to distributors go to those at the higher or lower levels in the pyramid of participants? While the previous three features are fairly easy to identify, this one requires understanding of alternative distribution models and complex incentives in the MLM pay plan. Group bonuses and other incentives must be factored in to determine actual payout per sale. Sometimes the bonuses come in the form of larger discounts or higher commissions per sale at higher levels. Why does this ―top-weighted‖ feature of recruitment-driven MLMs discourage retailing of products to endusers? MLMs offer small rewards to front line ―distributors‖ for selling products, which are usually overpriced to support the large network of participants. So to achieve significant income one must recruit a large downline from which to draw commissions from their combined purchases. This ―top weighted‖ characteristic, more than any other, determines whether a program is biased towards recruitment or towards retailing (direct selling to end users). It is also an important red flag signaling an illegal pyramid scheme in most jurisdictions because it shows a primary emphasis on compensation from recruitment rather than
Ch.2- 22 from sales to end users who are not participating in the scheme. For a more complete discussion of why MLM compensation plans are so topweighted, read ―My explanation for the extremely unfair income distribution in MLM‖ in Chapter 7. Note especially Exhibits 5a&b). Why is this top-weighted feature one of the main problems with MLMs? Compensation plans of recruitment-driven MLMs lead to extreme inequality in company payout to participants. There are a few ―winners‖ who profit at the expense of a multitude of ―losers.‖ When plotted on an income distribution chart, the graph resembles a candlestick, with a handful on the left receiving huge earnings, and a multitude of participants to the right losing money. For example, Nu Skin has published average income figures of its distributors, having been ordered by the FTC to cease its misrepresentations of distributor earnings. Based on its own report entitled ―2011 Nu Skin Enterprises, Inc. Distributor Compensation Summary,‖ on discussions with top executives and high level ex-distributors, and on my oneyear experiential test of their system, I concluded the following: At best, one out of about 3,000 distributors profited; i.e., received more in commissions than they spent on products and minimum operating expenses. But of those few who profited, only a few netted anywhere near the average incomes that promoters at opportunity meetings stated were earned by ―Blue Diamond‖ distributors. It is likely that less than one in 14,000 new recruits received the potential Blue Diamond incomes held out to them! All others just ―didn‘t try hard enough.‖ Often these ―losers‖ will invest considerable amounts of time and money and then quit, blaming themselves. But their ―failure‖ is due not so much to their lack of effort, as to an exploitive and unfair system, which dooms approximately 99.7% of all participants59 (including dropouts) to losses – after subtracting ―pay to play‖ purchases and minimal operating expenses. A 99% loss rate would not be so serious, except that in MLM opportunity meetings, the program is typically touted as the path to financial freedom, or 59
To see how this was calculated, see Chapter 7.
―time freedom,‖ and the earnings of top distributors is posted – but with no mention of the abysmal odds of getting there. In other sales settings, it is not unusual for successful commissioned sales persons to receive more income than their sales managers. This is because the person doing the selling usually makes more in commissions per sale (often 20-40%) than managers two or three management levels above him or her. But in recruitment-driven MLM programs, upline distributors several layers removed from the actual sale may receive as much or more in commissions and bonuses per sale from the company as the person who actually sold the product. The latter may only get a sales commission of 5-15% from the company60 – not enough to make selling profitable, even if the products were priced competitively. Since the total payout per sale is limited, when upline participants receive substantial income in overrides from downline purchases, this tightens any resale margin and limits the percentage of commissions to any participants selling products to actual customers. So the potential income of front line ―distributors‖ is extremely limited, forcing him or her to recruit a large downline in order to realize a significant income from commissions on downline purchases. Powerful incentives are at work to recruit a downline of hundreds, even thousands, of participants.61
This “top-weighted” characteristic is an important red flag signaling an illegal pyramid scheme in most jurisdictions because it shows a primary emphasis on compensation from recruitment rather than from sales to end users who are not participating in the scheme.
60
Again, read ―My explanation for the extremely unfair income distribution in MLM‖ in Chapter 7, noting especially Exhibits 5a and 5b. 61 For examples of complex top-weighted compensation plans, see Appendix 2C. Nu Skin is one of the most top weighted of MLMs.)
Ch.2- 23
Exhibit 2d
CDC* (―Red Flag‖) #4: Company payout (in commissions & bonuses) per sale for the total of all upline participants equals or exceeds that for the person selling the product – resulting in inadequate incentive to retail and excessive incentive to recruit. This is what is meant by a ―top-weighted‖ pay plan.
MLM‘s typically top-weighted compensation plans disproportionately reward founders and TOPPs (top-of-the-pyarmid promoters – at the expense of those at the bottom levels. *NOTE: These CDCs (―red flags‖) are causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes. They are causative in that – taken together – they cause the extremely high loss rates suffered by participants, and they are defining in that they clearly define product-based pyramid schemes as differentiated from legitimate direct selling and other packaged business opportunities. All 500 MLMs I studied demonstrated this characteristic in their compensation plans.
Ch.2- 24 Can‘t low commissions to front-line distributors be offset by retailing products at marked up retail prices? MLM promoters claim ―distributors‖ who buy MLM products at wholesale prices can then sell them at a higher retail price, such as in conventional retail outlets, which allow for a retail profit margin. MLM communicators then go to great lengths to assure regulators that they are legitimate direct sales operations and that participants can make money buying wholesale and selling products at retail prices. They also tout the unique qualities of their products to justify the high prices they must charge to pay commissions on huge pyramids of participants. The problem is that suggested retail prices for MLM products are generally too high to be competitive with other outlets. So MLM ―distributors‖ purchase large quantities for themselves and their families and/or sell products at wholesale prices to downline participants and others in order to meet volume requirements for bonuses or discounts at different levels. Again, the payment of full retail listed price generally occurs with new recruits who are ―buying into‖ the system. This is how they ―pay to play‖ (the game). How does this feature distinguish recruitment MLMs from (hypothetical) retail-focused MLMs? This ―top weighted‖ characteristic is primarily what would separate recruitment-driven MLMs from ―retail-focused MLMs‖ – if such were to exist. Retail-focused MLMs would make it possible for participants to make money from the sale of products with only a small downline of participants, or with none at all – by assigning the majority of commission payments to frontline distributors for actual sales, as is the case in legitimate direct selling or retail settings. However, out of over 500 MLM programs I have analyzed, I did not find any that could clearly be classified as retail-focused MLMs. Possible exceptions are the party plans that emphasize income from the sale of products at in-home parties, though they may allow for recruitment of a downline. But even then, one must look at the compensation plan to see if the program is so top-weighted as to encourage recruitment and self-consumption over selling to the general public. In summary, this ―top-weighting‖ of MLM compensation plans is what drives
TOPPs to feverishly build their downlines; i.e., to recruit a revolving door of new recruits who buy products in order to participate in the ―opportunity.‖
5. In addition to the four CDCs above, nearly all MLMs also have a fifth CDC, making it even more topweighted. The MLM company pays commissions and bonuses on more “distributor” levels than are functionally justified; i.e., five or more levels, which only further enriches those at the top of the pyramid. Ask: Does the company pay overrides (commissions and bonuses) to distributors in a hierarchy of more levels than are functionally justified; i.e., five or more levels?‖ 62 For even the largest of conventional distributor arrangements, the entire U.S. can be covered by four supervisory levels in the sales hierarchy; e.g., branch managers, district managers, regional managers, and national sales manager. More than that is superfluous and bloated, driving up prices and making sales at a competitive retail markup unrealistic and unprofitable. Why does five or more levels signal a recruitment-driven MLM? There is seldom any functional justification for five or more levels in an MLM hierarchy of participants. other than to encourage recruiting and the illusion of very large potential incomes – which only a few enjoy. Combined with other factors, this feature hugely enriches those participants at the top of the pyramid at the expense of those beneath them, 99% of whom lose money. Such exorbitant incomes result from the reaping of huge overrides from the combined product investments of as many as thousands of downline participants, which increase exponentially with each added level. It is is a money transfer scheme – transferring money from those at the bottom to those at the top.
62
For this insight, I am indebted to Douglas M. Brooks, a Boston attorney, who has for many years worked on cases related to franchises and MLMs.
Ch.2- 25
Exhibit 2e
CDC* (―Red Flag‖) #5: In addition to the four CDCs above, nearly all MLMs also have a fifth CDC, making it even more topweighted. The MLM company pays commissions and bonuses on more ―distributor‖ levels than are functionally justified; i.e., five or more levels, which only further enriches those at the top of the pyramid.
More than four levels in the compensation plan exponentially enriches those at the top with the addition of each additional level – at the expense of those who invest at the bottom. The primary customers are those in the downline, making the MLM merely a money transfer, or product-based pyramid scheme. *NOTE: These CDCs (―red flags‖) are causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes. They are causative in that – taken together – they cause the extremely high loss rates suffered by participants, and they are defining in that they clearly define product-based pyramid schemes as differentiated from legitimate direct selling and other packaged business opportunities. All 500 MLMs I studied demonstrated the prior four characteristics in their compensation plans, and most included this fifth characteristic. Those that did not made up for it by extra rewards paid to those at the top levels.
Ch.2- 26 It should be noted that in the aforementioned 1979 FTC v. Amway ruling, the prosecution had argued that as the number of levels in an MLM compensation plan increased, so did the opportunity for fraud. It is interesting that in 1979, Amway had ten payout levels. By 2008, the number of levels had increased to an astonishing 22 levels!63 But no one at the FTC noticed this worsening of Amway‘s highly leveraged compensation plan. Generally, but not always, this characteristic of excessive payout levels is a key feature (other than products for sale) separating recruitment-driven MLMs from classic, no-product pyramid schemes. The latter typically pay on only four or five levels before the person atop the pyramid collects and moves on to start a new pyramid. It also helps explain why the loss rate for recruitment-driven MLMs is much higher than for classic, no-product pyramid schemes. How does extreme leverage result from excessive payout levels? MLM promoters refer to such residuals as ―leverage‖ – large company payouts, disproportionate to effort expended, to toplevel participants. The effects of leverage can be illustrated in a downline of six levels of participants. For example, assume that a ―distributor‖ recruits five ―active distributors,‖ each of whom recruits five more, and so on through six levels of distributors. We see the pyramid grow exponentially: Level 1: 5 distributors x $5 in commissions & bonuses = $25/month Level 2: (5x5=) 25 + 5 = 30 total distributors x $5 ‖ ‖ ‖ ‖ = $150/month Level 3: (25x5=) 125 + 30 = 155 total distributors x $5 ‖ ‖ ‖ ‖ = $775/month Level 4: (125x5=) 625 + 155 = 780 total distributors x$5 ‖ ‖ ‖ ‖ = $3,900/month Level 5: (625x5=) 3,125 + 780 = 3,905 total distributors x $5 ‖ ‖ ‖ ‖ = $19,525/month Level 6: (3,125x5=) 15,625 + 3,905 = 19,530 total distributors x $5 ― ― ― ― = $97,650/month! 63
Quixtar Business Reference Guide, 2007, and Amway Business Reference Guide (or counterpart), 1979,
The FTC prosecution argued that as the number of levels in an MLM compensation plan increased, so did the opportunity for fraud (FTC v. Amway). But no one at the FTC noticed that the number of levels since that time has more than doubled at Amway. If each ―distributor‖ were to buy enough products each month to yield an override of $5 in commissions and bonuses to the original upline distributor, then with a fivelevel downline, the upline distributor gets $19,525 per month, while with a six-level downline the same distributor can get $97,650 per month – five times as much as for five levels. The incentive to recruit to get to the sixth level becomes enormous. Of course, it seldom works out that way, but this illustrates why recruiting is emphasized over selling products to persons outside the pyramid. An income of $97,650 is far more appealing to a Level 1 participant than $100 that might be earned by selling the products at the full retail price (assuming $20 markup on products sold to each of five customers). Compared to recruiting, selling products at full retail price becomes a waste of time in such a system. The incentive to recruit to move up a level becomes very great. Again, one can see that the legal requirement of ―primary emphasis‖ on income from recruiting fees (in the form of downline purchases) is satisfied. In legitimate direct selling or retailing operations, management looks at what value each link in the distribution chain contributes to a profitable operation. They are always on the lookout to streamline operations, not to cut profits by adding more levels of sales management. Rational corporate behavior in this scenario would be to quickly jettison passive commission recipients in their distribution chains, not recruit more. But with a recruitment-driven MLM, the opposite is true – the more levels, the better, thus exponentially enriching those at the top, who recruit aggressively to maximize their gains. Also, company revenues are enhanced by recruitment more than by sales to end users.
Ch.2- 27 Exploitive breakaway compensation plans – legal or not? One category of compensation plans, the ―breakaway‖ deserves mention, as it is so highly leveraged that the losses of participants are staggering. In a breakaway system, the levels in the hierarchy are made up, of ―breakaway organizations‖ (or pyramids) – groups of participants who have met requirements to ―break away,‖ allowing a small commission override from all participants in the breakaway unit. So a hierarchy of six levels is actually six levels of groups of participants, which makes it a constellation of pyramids within a giant mega-pyramid – with most of the payout going to TOPPs. The extreme loss rate results from each profitable top-level ―distributor‖ being supported by a downline of many groups of participants (often totaling thousands), almost all of them victims who lose money – after subtracting purchases and other expenses. In my opinion, MLMs with breakaway compensation plans are the most extreme and exploitive type of pyramid scheme and therefore should be illegal. Other MLM compensation plans have their own unique problems, primarily obfuscating the fact that the programs are designed to enrich TOPPs at the expense of a multitude of downline participants. ―Australian two-up,‖ and other schemes that limit the number of levels for payout, make up for it in other ways. The fact that an MLM compensation plan limits the number of levels upon which any distributor can be paid overrides from the company does not necessarily negate the ―endless chain‖ feature of the scheme. For example, in ―Australian two-up‖ plans, new recruits must forfeit commissions for the first two sales to an upline sponsor before qualifying for commissions. The mathematical impossibility of later recruits enjoying the same financial benefit as earlier participants is apparent. It should also be noted that 2-up recruits that fail to recruit two others become in effect the downline of someone above them. This could continue for several levels. Brief summary. A recruitment-driven MLM, or product-based pyramid scheme, is
characterized by an endless chain of recruitment of participants incentivized by a top-weighted multi-level pay plan, with rank advancement achieved by recruitment, and whose investments (in the pyramid scheme) are typically laundered through ongoing purchases of overpriced products, rather than through upfront recruitment fees.
These four CDC‘s confirmed by industry-wide research In 100% of the compensation plans of over 500 MLMs I have analyzed, I have found at least the first four of the five causal and defining characteristics (CDCs) discussed above, and the fifth CDC exists on over 95% of them. These pay plans are clearly recruitment-driven and top-weighted, meaning they are driven by incentives to recruit, with company payout of commissions (after ―skimming‖ by founders) going primarily to a select few ―TOPPs‖ (top-of-the pyramid promoters) who are often those who were positioned at or near the beginning of the recruitment chains. Where data was available, I found loss rates averaging about 99.7%.64 A list of the MLMs for which I have analyzed the compensation plans and which displayed at least four of the five causative and defining characteristics of recruitment-driven MLMs is found in Appendix 2E. MLM is not legitimate direct selling. Based on the above CDCs, of the 500 MLMs we analyzed, none qualified as legitimate direct selling. To clearly separate MLM from legitimate direct selling, review again the 7-point checklist in Exhibit 2f.
Harmful effects of recruitmentdriven MLMs MLM compensation plans with all of the characteristics discussed above inevitably lead to the following negative effects: 1. Loss rates are extremely high – far worse than for legitimate direct selling. See comparison in Exhibit 2g, which is based on data from Nu Skin‘s reports – and similar to those in other MLMs analyzed in Chapter 7. 64
Chapter 7, Exhibit 7d
Ch.2- 28 promoters often go to great lengths to make it appear that revenues of participants come from (unreported) direct selling of products, which is simply not the case.
For nearly all MLM participants, money paid out exceeds money coming in.
To those who understand the numbers, this is the harm that is most objectionable – especially in light of the MLM being presented as a profitable income opportunity. Because of the extreme leverage in the compensation plan, the founders, early entrants into the program, and a few TOPPs get huge gains – who are held up as examples for all to see. But for the vast majority of participants, actual profits are rare. When discussing average income of MLM participants, it should be noted that there are three statistical measures used to indicate ―average‖ – the mean, median, and mode. The most talked about is the arithmetic mean, or the aggregate income of all divided by the number of participants – which is negative if all recruits are counted and minimal expenses (including incentivized purchases) are subtracted. The median, or middle measure, for all MLMs I have studied is zero or less. And the mode, or most common measure, is also zero or less. Also, if TOPPs – whose disproportionately large incomes skew the averages – are removed from the calculation, the average will nearly always be a significant minus figure. By any measure, MLM is a losing proposition. This explains why the DSA and MLM spokespersons and statisticians do everything they can to skew the numbers in their favor. A more detailed analysis of the abysmal statistics on average earnings will be presented in Chapter 7. 2. Since the compensation and marketing system is weighted towards recruitment, instead of retailing of products, MLMs are technically illegal in many jurisdictions. This one effect is the basis of most statutes against pyramid schemes. MLM
3. Misrepresentations abound. Deception is essential for MLM to survive and grow. If the truth were told about the abysmal odds of success, only the numerically challenged would join. Some MLM promoters make exaggerated product claims to draw in new recruits. I have concluded that success in a recruiting MLM requires one first to be deceived, then to maintain a high level of self-deception, and finally to go about deceiving others. Chapter 8 lists at least 111 typical misrepresentations used in MLM recruitment campaigns. With MLMs dependent on so many falsehoods, it would not be an exaggeration to consider the income earned by MLM sponsors as ―theft by deception,‖ and certainly as ill-gotten gain. 4. Recruitment-driven MLMs become somewhat like Ponzi schemes, with promoters moving from one location to another, as each area is increasingly perceived to be saturated. What happens is that the MLM grows rapidly until it reaches market saturation in a given area. All later entrants are severely disadvantaged in their recruiting efforts and are usually found in a losing position. MLM companies sometimes try to get around this by starting new product divisions or entering new geographic regions to start new pyramids, a process I have labelled ―re-pyramiding.‖ So investing participants recover their investments by recruiting in other areas – in Ponzi fashion – to get new participants to invest. If they don‘t do this, they can lose their income stream and the rank they achieved. Company officials cooperate – or the company may collapse, along with their jobs. 5. The distinction between seller and buyer becomes confused and blurred. The seller becomes the buyer, and the buyer becomes the seller – to themselves and their families. When most of the buyers are participants, MLM is simply a money transfer scheme, transferring money from those at the bottom to those at the top – through the infrastructure of the MLM company.
Ch.2- 29
Exhibit 2f: Does MLM (multi-level or network marketing) qualify as a legitimate form of direct selling? — a 7-point checklist Much confusion exists on whether or not MLM can qualify as direct selling. Since the MLM industry has much to gain by being classed as direct selling, MLM promoters and the industry‘s lobbying arm, the Direct Selling Association, work hard to convince legislators, regulators, and the public that they are direct selling companies. Since few officials have much experience in direct sales, they are often misled on this key point. Based on several years of experience, observation and research related to both direct sales and MLM, I can safely conclude that the typical MLM business model constitutes what I call a ―product-based pyramid scheme‖ and NOT a form of legitimate direct selling. They should be considered ―recruitment-driven MLMs‖; i.e., MLMs that require aggressive recruiting of a large downline to earn a significant income. However, it is true that selling – mostly in the form of recruiting – is involved in building an MLM downline. Based on this analysis, below is a comparison of two marketing models – direct sales, as represented by traditional Fuller Brush sales persons (or any non-MLM
CHARACTERISTICS OF LEGITIMATE DIRECT SALES COMPANIES 1. The number of agents/sales persons recruited for a given area is somewhat limited to prevent market saturation and resulting dissatisfaction of existing sales persons or agents. 2. Advancement to various levels of sales management is by appointment. 3. Little or no purchases are required to begin and to continue selling the program profitably. The company, rather than the sales person, assumes the burden of financing and stocking inventory. When I sold encyclopedias as a young man, it was not a requirement that I buy a set for myself or meet a certain quota in order to qualify for commissions. And as an insurance agent, I was not required to buy the insurance I was selling 4. A maximum of four levels of sales managers is sufficient– for example: branch manager, district manager, regional manager, & national sales mgr. 5. Commissions per sale paid by the company to the person selling products and services to end users are typically greater than the total override commissions for ALL those above him/her in sales management. 6. The primary focus in compensation systems, at sales meetings, and in actual effort by sales persons is on selling products and services to legitimate customers, or ―end users.‖
7. Sales persons can make a reasonable income (in commissions and bonuses) from selling the products or services – without recruiting a downline.
direct sales company, including life insurance) – with prominent MLM programs, such as Amway and Nu Skin. CONCLUSION: The typical MLM company is no more a direct sales company than a pig is a horse. MLM companies use highly leveraged compensation systems (rewarding top distributors at the expense of a large downline of recruits who invest in products to ―play the game‖ – almost all of whom lose money), its participants are primarily recruiting to build downlines, not to sell products directly to end users. When was the last time you were approached by an Amway or Nu Skin ―distributor‖ to buy products without some mention of the ―business opportunity‖? With millions of ―distributors‖ recruited over the last twenty years, if they were primarily selling direct to customers, you would expect by now to have been inundated with requests to buy products from them – without being asked to join up. No, the sellers are the buyers, and the buyers are the sellers – generally to themselves and their immediate families.
LEGIT. DIRECT SALES (incl. insurance) YES
YES YES
YES
YES
YES
YES
RECRUITMENT-DRIVEN MLMs that reward participants for recruiting large downlines – Amway, Nu Skin, Nikken, etc.– which is virtually all MLMs
NO – MLMs use an endless chain of recruiters recruiting still more recruiters, ad infinitum. And each participant must recruit others to make his/her investment profitable. NO – Advancement in the sales hierarchy is achieved by recruiting a downline who purchase products NO – Sizable initial and ongoing purchases are tied to qualification to get commissions and/or to advance through higher distributor payout levels. Thus, many participants stock up on inventory. The burden of inventory cost is thereby transferred from the company to the distributor – who finds that the easiest way to sell the products is to sell the ―opportunity.‖ Most actual buyers are recruits. NO – An MLM downline may include 6, 8, 10, or even an infinite number of levels of distributors – which, of course, is absurd. NO – A distributor several levels above the person selling the product may get as much or more commission per sale from the company as the person doing the selling. NO – Marking up and reselling products bought at high wholesale prices is unrealistic. The primary focus is on recruiting more participants, so persons are seldom approached to buy the products without considering the ―business opportunity.‖ Top-level recruiters are often held up as examples for their huge pay checks. NO – Commissions paid by the company for direct sales pale in comparison with potential rewards for recruiting a downline. In MLMs, it is extremely rare for participants (except for those at or near the top of the pyramid), to report profits on their tax returns.
Ch.2- 30 Harmful effects of MLM, continued – 6. Stockpiling of products is common, a fact seldom admitted by MLM participants. Many wind up making excessive purchases in order to advance up the hierarchy of participants, so they can reap large residual incomes off the efforts of others – which seldom happens. Most participants are left with unsold products, broken promises, and unrealized dreams. Return privileges for refunds are not used as much as one would expect for the reasons mentioned above.
9. A perverse risk-reward relationship develops with recruiting MLMs. In legitimate businesses, the more time and money one invests in the business, the more likely it is that success will be achieved. But with recruiting MLMs (with the exception of the TOPPs), the more one invests, the more one loses. The luckiest of MLM participants are those who invest the least time and money. Of all those approached, the most fortunate are usually those who refuse to join at all. 10. Extreme leverage results, meaning the majority of company payout goes to TOPPs. Cases of downline distributors receiving large commission checks are rare, but are held up as examples for all prospective recruits to see (without disclosing costs incurred). However, for the vast majority of MLM participants, actual profits are rare – and losses are the rule, not the exception. Again, study Exhibit 2g. 11. The program becomes a closed market system, in which products are sold primarily through (and to) a downline of participants (and sympathetic family members) and seldom to legitimate customers at retail prices. This alone should qualify it as an illegal pyramid scheme.
Stockpiling is common in MLM 7. The regulatory process – essential in a democracy to protect consumers – is compromised when pyramid fraud is allowed by regulatory agencies. Victims of all types of pyramid or chain selling schemes rarely file complaints, fearing consequences from or to those they recruited (often close relatives or friends) – and having been taught that any failure is ―their fault.‖ Lacking such complaints, law enforcement seldom acts against these scams. This complacency on the part of those responsible for consumer protection creates, in effect, a ―license to steal.‖ 8. MLM observers have noticed cultish and even compulsive behavior from MLM participation. Some MLMs adopt cultist patterns in recruitment and retention of members, becoming a rather closed society. Also, the devolution of ―MLM junkies‖ has been observed, with traits of addiction similar to those for other addictions.
12. Personal losses can be substantial, including psychological, social, and spiritual harm65 – far outside of the norm for legitimate businesses. Some MLM participants lose more than money. We often hear of marriages and families broken up, credit cards maxed out,, bankruptcies, long-term friendships ruined, religious and other groups stressed or broken up, even suicides – all from single-minded dedication to am MLM program. In fact, the more committed a person is to an MLM, the greater the likelihood that he/she will suffer at least some of these consequences. Also, disturbing tendencies to move away from ethical and charitable motivations to a more materialistic and greedy persona often becomes apparent from MLM participation. These personality changes help explain why some see MLM as an unethical business model. 66
65
For examples, go to feedback in ch. 9 Appendix. Jon M. Taylor, The Network Marketing Game. op cit. See also False Profits, by Robert FitzPatrick. (Herald Press: Charlotte, N.C., 1997). 66
Ch.2- 31
Exhibit 2g: Legitimate direct selling vs. recruitment-driven MLMs Legitimate direct selling Direct sales persons who sell directly to customers seldom lose money, since most supplies and training are provided by the company. And the sales persons do not have to buy the products in order to qualify for commissions. Most of the commissions are paid to the person doing the selling. With the growth of the Internet and discount stores, little direct selling is done any more.
Majority make money
Few lose money
________________________________________________ Recruitment-driven MLMs, or product-based pyramid schemes An extremely high loss rate explains MLM‘s high attrition rates, churning of new recruits, and need to aggressively ―re-pyramid‖ through new markets and/or with new products
00.3% make money in the typical MLM67
99.7% lose money in the typical MLM
Only a few of the participants in a typical MLM earn significant profits – after purchases and operating expenses are subtracted. To correctly represent these persons would require a circle so small that it would be barely visible in this visual.
It is very expensive to build a profitable MLM downline. Significant purchases are required to qualify for and to maintain ―pin levels‖ (pay rank). And the cost of mounting a recruitment campaign effective enough to ―succeed‖ in an MLM can be very high. For these reasons, the dropout rate is also extremely high. In any MLM, the first ones into a given market have a huge advantage. Those coming it later are buying a ticket on a flight that has already left the ground. This unsavory reputation has certainly been evident in surveys of consumers that I and others have done. I also found it interesting to do an
67
See Chapter 7. Calculations are based on reports of average income of participants for 41 MLM companies that have released such data by 2013. See methodology and calculations in Chapter 7.
Ch.2- 32 Considering all the harmful effects of MLM, it is easy to see why MLMs are far more harmful than classic, no-product pyramid schemes. They have a higher loss rate, cause far greater losses in the aggregate, and affect far more victims. They also have a much lower payout ratio for distributors, since most of the proceeds go to products and infrastructure, and some to the founders. Conversely, in no-product pyramid schemes, all the money goes to the person at the top, but the downline consists of only a few persons, who theoretically can move up to take their turn at the top. See Exhibit 2h for a summary of some of the effects stemming from the CDCs (―red flags‖) of recruitment-driven MLMs, both individually and in combination.
The unsavory reputation of MLM among the general public in the U.S. Eighteen years of feedback from all over the world confirms what most consumer advocates have observed – that MLM generally has an unfavorable reputation among the general public. When I did an advanced Google search of the (exact) term ―fraud,‖ with one or more of the terms ―multi-level marketing,‖ ―network marketing,‖ or ―MLM,‖ there were over 1 million results! The typical answer by promoters of specific MLMs to the unsavory reputation of MLM is that the reputation is deserved by most MLMs, but not their MLM. Their MLM is somehow different. This is another reason why defining and understanding the underlying MLM model is important.
Exhibit 2h: Characteristics and effects of recruitment-driven MLMs, or product-based pyramid schemes CHARACTERISTICS 1. Each person recruited is empowered & given incentives to recruit other participants, who are empowered and motivated to recruit still other participants, etc. – in endless chains of empowered and motivated recruiters recruiting recruiters – without regard to market saturation. 2. Rank advancement in a hierarchy of multiple levels of ―distributors‖ is achieved by recruitment, rather than by appointment. 3. ―Pay to play‖ requirements (to qualify for commissions and/or for rank advancement) are met by quotas of ―incentivized purchases‖. 4. Company payout per sale for the total of all upline participants equals or exceeds that for the person selling the product 5. (typical, but optional) The company pays commissions and bonuses on five or more ―distributor‖ levels – more than are functionally justified; i.e., more than needed to manage the sales function. 1-5: Combining all (or at least the first four) of the above characteristics
EFFECTS Demonstrates primary income is from recruiting, especially with the features of unlimited recruitment and such powerful incentives to recruit – vs. meager profits from retailing over-priced products. Hyper growth inevitably leads to perceived saturation, which often is followed by expanding (―re-pyramiding‖) to other markets – or to introducing new product divisions and cycling through the same markets.. Demonstrates primary income is from recruiting, since that is the only way to advance in the scheme and to realize major profits. In virtually any MLM, 99% of recruits are doomed to financial loss. Raises breakeven bar, assuring losses for 99% of participants. May technically place MLM in category of a franchise, security, business opportunity – or a de facto pyramid scheme. Encourages hyperconsumption of products by participants, who are the primary buyers. Removes incentive to do direct selling, since recruiting is potentially many times more profitable. Demonstrates primary income is from recruiting. Enhances leverage for top participants who profit hugely, while assuring high loss rate for lower levels. Virtually eliminates retail option, due to high wholesale prices (to pay commissions on many levels) that make direct sales with retail markup very difficult. Primary retail target is new recruits – which are making de facto pyramid investments. Results in high loss rates (99.7% average) – much higher than for no-product pyramid schemes (87.5% to 93.3%). Strong emphasis on recruiting as the primary source of income, satisfying most statutory definitions of a pyramid scheme. Demonstrates extreme leverage, necessitating deceptive income promises to succeed at recruitment.
Ch.2- 33 Few would question the underlying flaws in chain letters of the past, where you pay five dollars to everyone on a list, add your name at the bottom, and forward it to all your friends – and they to their friends, ad infinitum. Most consumers see the flaws in this concept, so that it requires little explaining. But when MLMs (built upon endless chains of recruitment) came along and introduced unique and exotic products with complicated pay plans, charismatic leaders, palatial home offices, and donations to influential political candidates and charitable causes; promoters were able to dupe regulators, legislators, and many in the media into believing they were legitimate. The underlying motivations that seem to drive MLM development and recruitment are greed and the desire for easy money, even at the expense of a multitude of victims. Though not articulated by founders, they seem to understand that it is much easier to facilitate a scheme that promotes product purchases by selling a bogus opportunity than by selling the products without the attached opportunity.
Considering all the harmful effects of MLM, it is easy to see why MLMs do far more harm than classic, noproduct pyramid schemes. They have a higher loss rate, cause far greater losses in the aggregate, and affect far more victims.
MLM‘s problem with legal identity MLM promoters and defenders have a recurring problem whenever they have to present MLM as a class of business activity. This is because MLM is like a chameleon; it can – and often must – change colors to suit the situation. Consider the following examples: Are MLM participants employees of the company? MLM executives often try to exercise the control of an employer, but don‘t want to be classified as such because of the costs and legal liabilities. Yet, their contracts have been challenged as exercising too much control for participants to be considered independent contractors.68 For example, they may not be
allowed to sell competitors‘ products along with those of the particular MLM they signed with. Are MLM promoters selling investment securities? They talk to prospects about the ―residual income,‖ or ―passive income‖ potential of signing up in their MLM – as an investment that was not dependent so much on their own efforts as on the efforts of those in their downline. But they do not register as securities with the state or federal securities agencies. Are MLMs franchises? Though many promoters refer to their MLMs as ―like a franchise,‖ as an ―unfranchise,‖ or even as a ―personal franchise,‖ the last thing MLM executives want is to have to comply with franchise disclosure requirements, including a franchise disclosure document that could be hundreds of pages long with financial data, background of founders, etc. The MLM industry spent $4 million lobbying for an exemption from the Business Opportunity Rule so they would not be reqyured to provide even a one-page document disclosing information to help prospects make a wise decision about participation. Are MLMs a form of gambling or a lottery? Some promoters present MLM as an opportunity for the chance of unlimited income: ―You never know how much money you will make if you sign up now,‖ or ―You may get lucky and recruit someone in your downline who is a ‗business builder‘ who will make you a lot of money,‖ etc. New MLMs will sell a ―pre-launch‖ opportunity, implying that one could profit handsomely by being one of the lucky first ones in. Are MLMs a form of direct selling? Of course, the Direct Selling Association says it satisfies the criteria of person-to-person selling away from a fixed location, etc. The problem is that the DSA does not specify what legitimate direct selling is not – endless chains of recruitment of participants as primary customers.69 Are MLMs buyers‘ clubs? Some MLM promoters present their programs as ways to buy from your own business rather than from others – like a buyers‘ club. The problem is that products from MLMs are almost always far more expensive than those purchased from alternative outlets, so they can‘t qualify as discount buyer‘s clubs. It might be all right if an MLM was sold as a ―pay more‖ buyers‘ club, and not as a business opportunity. Are MLMs business opportunities? If so, they may need to register as such with the applicable state
68
For a thorough discussion of bad legislation (IRC § 3582) pushed by lobbyists in 1982 to reclassify employees as independent contractors to those contractors‘ detriment, go to the following web site (―All you need to know about MLM) –
http://www.armydiller.com/financial-scam/mlm.htm#dsalegislation 69
Again, See Exhibit 2f for a 7-point checklist for determining if MLM is a form of legitimate direct selling
Ch.2- 34 agencies, which may require disclosure of information they don‘t want to disclose and other requirements with which they would not want to comply. So while MLM promoters often refer to their particular program as a ―business opportunity‖ to prospects, they are careful to refer to it as ―direct selling‖ to law enforcement officials. Are MLMs income opportunities? If they were, they should provide a good likelihood a person could earn a significant income from them. However, the opposite is true. As carefully demonstrated in Chapter 7, almost all participants in MLMs – approximately 99.7% of them (where data is available), lose money. And if you eliminate TOPPs (top-of-the-pyramid-promoters) from the calculation, the loss rate is about 99.99% for new recruits – with approximately zero chance of profiting. It would be more honest to call MLMs money traps that lead to almost certain loss, except for those at the top of the pyramid. And finally, are MLMs cleverly disguised pyramid schemes? If you are not already convinced, re-read this chapter and read the rest of the chapters in this book with an open mind and decide for yourself. But I can attest that after analyzing the compensation plans of over 500 MLM schemes, I feel more comfortable than ever labeling them recruitment-driven MLMs, or product-based pyramid schemes.
What is the difference between Ponzi schemes and (no-product or product-based) pyramid schemes? Both pyramid schemes (whether or not product-based) and Ponzi schemes70 are money transfer schemes, meaning that they involve a transfer of money between participants, rather than offering either legitimate investments or the production or sale of actual goods or services to those outside of the participants themselves. In the case of Ponzi schemes, new investors are recruited to provide revenues, but little real investment occurs. Instead, earlier investors are paid dividends or ―profits‖ from the investments of new investors. Of course, since the supply of new investors is limited, eventually the scheme collapses when new investors cannot be found, or the demand for refunds of original investment principal by earlier investors exceeds available 70
The history of pyramid and Ponzi schemes will be discussed in Chapter 10.
funds. This is what happened to cause the collapse of the Bernie Madoff scheme in 2008 when the financial markets imploded. Classic, no-product pyramid schemes offer no product, merely the transfer of investors‘ money from those at the bottom to those at the top. In contrast, MLMs, or product-based pyramid schemes, deceive participants into thinking that they are legitimate businesses by offering consumable products. But few are sold outside the network of participants, so they wind up also being transfer schemes, at least indirectly – transferring money from product purchases of a continuing stream of new recruits to the company to pay for products, infrastructure costs, and distributors. Usually less than half the money from purchases of recruits is rebated back to the network of distributors, with a disproportionate amount going to founders and TOPPs. Since MLMs are dependent on the recruitment of an endless chain of recruitment, recruiters soon find their local market saturated and must recruit elsewhere. As will be discussed in Chapter 3, this saturation of markets happens rather quickly, so MLMs are extremely viral in spreading like a fast-growing cancer from state to state and eventually to vulnerable foreign markets to keep the chain of recruitment going. Both Ponzi and pyramid schemes are similar in that timing of entry into the program is critical. In Ponzis schemes, the person who initiates the scheme usually profits the most, failing to use the investors‘ money to fulfill his promises to them and instead chooses to pay them out of funds received from future investors. In pyramid schemes, the timing of entry affects rank position in the pyramid (and resultant level of pay) of participants, and each person recruited is incentivized to recruit others in an endless chain of recruitment. Unlike Ponzi schemes and no-product pyramid schemes, some of the more successful MLMs are able to continue almost indefinitely, not only by expanding to other markets (often overseas), but by introducing new ―product divisions‖ or name brands and starting the whole recruitment process all over again. And after enough years have gone by, a new generation of prospects can be targeted under a new name or focus, as Amway has done with Quixtar and Nu Skin has done with several product divisions. Again, this is a process I call ―re-pyramiding.‖
Ch.2- 35
Are all MLMs pyramid schemes? As the following chapters will demonstrate, MLMs are merely product-based pyramid schemes disguised as ―direct selling companies.‖ But even when confronted with overwhelming evidence of this, MLM defenders – especially the Direct Selling Association – will likely protest: ―Wait a minute. You‘re not suggesting that all MLMs are (illegal) pyramid schemes, are you?‖ As if all of the foregoing were not sufficient to answer that question, an appropriate response would be – If it looks like a duck, walks like a duck, swims like a duck, and quacks like a duck, then it‘s probably a duck!
Are all MLMs pyramid schemes? If it looks like a duck, walks like a duck, swims like a duck, and quacks like a duck, then it’s probably a duck! In fact, as will be shown in later chapters, MLM is the most harmful of the two classes of pyramid schemes (no-product and productbased), by any measure – loss rates, aggregate losses, total number of victims, low payout percentage, and degree of leverage enjoyed by TOPPs (the degree to which they profit from the purchases of those beneath them). Definitions and terms for pyramid schemes vary among the states. Those who expect to find uniform definitions of pyramid schemes across jurisdictions will be disappointed. Statutory definitions of what is and what is not a pyramid scheme vary from state to state, and many show lack of recognition of the fundamental flaws in all endless chain recruitment programs, including MLMs. This is not surprising, as many attorneys, legislators, academicians, and so-called experts are not clear on these issues.
As will be explained in Chapter 10, the structural difference between pyramid schemes and MLMs – aside from the existence of products for sale – may represent a distinction without a difference. (The only substantive difference is that one accepts cash – and the other payments for products (usually over time) as investments in the scheme.] Definitions and terms designating pyramid schemes used in state statutes are compiled in Appendix 2H. One can see from reviewing these that it is no wonder there is so much confusion over terminology. Emphasis on ―internal consumption‖ in labeling MLMs ―pyramid schemes.‖ In recent MLM cases,, efforts has been made to determine the percentage of sales that were made to participants versus non-participants. The former are considered internal to the system, or ―internal consumption.‖ The latter are ―external sales.‖ Unless it can be proven that the majority of sales were to end users outside the network, it may be considered a pyramid scheme. However, this data is not easy to obtain, as the companies are loathe to seek or disclose such information. As explained in this chapter, this emphasis can more readily be discovered by analysis of the compensation plan. The question of whether or not a given MLM is a pyramid scheme has become a red herring to mislead anyone investigating the company. Defining what is a pyramid scheme has become so obfuscated by the MLM industry that it thwarts efforts to prosecute cases against MLMs. But one thing is certain – MLM is an unfair and deceptive practice – making it illegal under Section 5 of the FTC Act, and based on statutes in many states.
A more descriptive term for MLMs, or product-based pyramid schemes: ―pancake schemes‖ I owe it to a man whose loved one‘s life was turned upside down by MLM addiction for this insight. Others have calculated that in ―doubling‖ 33 times with a simple binary MLM progression, you exceed the population of the earth. In plotting the positions on a graph, this man found that the downline organization looks more like a flat line or pancake with a bump in the middle than a triangular-shaped pyramid. To see this flat line characteristic of MLM, see Appendix 2I.
Ch.2- 36 Of course, if you have more than a doubling of recruits at each level, the line flattens out even more quickly. For example, with Nu Skin a person must be an ―Executive‖ with five active distributors beneath him or her to qualify for ―breakaway‖ commissions or for rank advancement. While a ―Blue Diamond‖ may only be paid on six levels, the mathematical progression of endless chain recruitment continues. The progression (with the line of victims getting longer at teach level) proceeds as follows: 1x5 =5 X5= 25 X5= 125 X5= 3,125 (a very long flat line of victims) X5= 15,625 X5= 78,125 X5= 390,625 X5= 1,953,125, or 1.9 million victims
(A line of that many persons standing next to each other could be 800 miles long!) By only the 15th level, the progression approximates the population of the entire earth! In contrast, with a classic 1-2-4-8 pyramid scheme, the progression matures at the fourth level, with the person at the top cashing in from the investments of those at the bottom. There are no product or infrastructure costs to recoup, so all the money goes to the person at the top. So one person wins at the expense of 14 who lose their investment – as opposed to a massive ―flat line‖ MLM scheme in which thousands in a downline lose money to enrich a few at the top. The point I am making is that the ―flat line‖ downline is another way of illustrating that MLM is far more damaging than classic 1-2-4-8 no-product schemes by any measure – loss rate, aggregate losses, and number of victims.
Compensaton plans designed to benefit the company and TOPPs, not downline participants A recent statement71 by a leading designer of compensation plans reveals the real motivation behind the plans: A critical component of your new MLM or party plan company is the compensation plan. This is one of their earliest cncerns for many 71
―A Winning Compensation Plan – like agose laying golden eggs‖: The Sheffield Group– www.sheffieldnet.com
startup company entrepreneurs. Often the role and requirements or the compensation plan are widely misunderstood. Therefore on this page we‘ll expose some misconceptions: Misconception #1: The purpose of the compensation plan is to compensate distributors. Reality: The purpose of he compensation plan is to motivate behaviors that will grow your company. Here is another example of the unfairness of MLM. Newly recruited distributors are misled to believe that the compensation plan is designed to benefit them, when in fact, it benefits TOPPs (top-of-the-pyramid promoters), founders, and the sponsoring MLM company. Then skip to misconception #7: Misconception #7: I can buy an off-the-shelf plan for now and change it later. Reality: The plan you launch with will have enormous impact on your early success. Some refinements will be possible later, but a major change can destroy your business. [NOTE: This latter reality explains why – once established, compensation plans are not altered, except for minor modifications.]
Some MLM ―players‖ game the system. Some ―players‖ regularly ―game the system.‖ They are extremely successful MLM recruiters who are continually on the lookout for new MLMs. Because of their reputation for aggressive recruiting, they are given entry positions at or near the top of a pyramid of distributors yet to be developed. They may bring hundreds of downline distributors with them from another MLM. This practice – called ―cross recruiting‖ – has led to lawsuits. Some even work more than one MLM at a time. These players often choose to work fastpaying binary compensation plans in which they can be earning tens of thousands of dollars a week before they move their downline to the next deal. This often happens when a new market is opened up in another country or when a new product division is introduced. We have learned of a top ―player‘s‖ position determined by nepotism, by a telephone call, or even by a toss of the dice. This is not fair to others in the MLM, but as this chapter illustrates, MLM is fundamentally an unfair and deceptive practice.
Ch.2- 37
What would a ―good MLM‖ look like? Many have asked if it is possible to have a fair and equitable ―retail-focused MLM‖ program. In other words, what would a ―good MLM‖ look like? Considering the inherent flaws in MLM as a business model, the established precedents, and the motivations that drive the industry, one might wonder if such an MLM is possible. Some insist that a ―good MLM‖ is an oxymoron. However, for anyone willing to try, here are some consumer protections that should mitigate some of the harm done by endless chain recruitment schemes. Assuming honest execution, they could help to assure an MLM would be both legal and ethical. 1. Commissions or bonuses would be paid only for sales to non-participants – not for ―internal consumption‖ (sales to participants). This would minimize losses from buying what is not needed and would put the emphasis squarely on selling to legitimate customers, as opposed to recruiting a downline and incentivizing them to buy and stockpile products.72 2. An MLM could reward selling of products more than recruiting by paying at least half of the total company payout to ―front line distributors‖ actually selling products to end use consumers; i.e., persons not in the network of participants. So if a company‘s total payout to participants was 50% of total revenues, commissions (not retail markup) paid by the company to frontline distributors would be at least 25%. The other 25% would be split among the upline. This could make retailing to nonparticipants profitable. And distributors wouldn‘t be so eager to recruit, especially persons in their own area who could compete with them. 3. ―Pay to play,‖ or incentivized purchase requirements would be minimal or non-existent. Participants would be eligible for commissions and/or bonuses without having to satisfy a minimum quota. They should not lose their status if they have a bad month and fail to meet a monthly quota. This could minimize losses. 4. The number of levels in the payout structure would be no more than are functionally justified. Even sales programs of major corporations can cover the country with four levels of sales management – branch, division, 72
See Koscot and Omnitrition cases in Chapter 10.
regional, and national sales managers. Thus, if MLM is a legitimate direct sales program, it should be capped at a maximum of (preferably) three levels of individual participants. (More than that serves only to enrich founders and TOPPs at the expense of their downlines). And by limiting the number of levels on which commissions are paid, prices could be more competitive – and distributors could succeed from retailing the products, not just from recruiting and selling to their downlines at inflated prices. Not having to pay on so many levels would make competitive pricing possible, although MLM may never compete with discount outlets. If the pay plan were limited to three levels, retail sales prices could be much lower. 6. Ideally, no commission payments would be paid in perpetuity, except for sales by those on the first level (―front line‖) in one‘s downline of participants. For example, downline commissions might be paid for one or two years to give time for the upline to profit from training recruits until they are competent. This would minimize the mathematical absurdity of a program that expands endlessly not only in space (area-by-area market saturation), but also in time, and it would limit the motivation to build a downline for ―residual income,‖ or the dream of sitting back and profiting forever from the efforts of others. 7. Breakaway compensation plans – essentially pyramids within mega-pyramids – would be banned, and other complex plans (matrix, binary, etc.), would be replaced with simpler unilevel plans. This would help to limit the obfuscation that hides misrepresentations and makes comparisons difficult. The irony of this is that such an MLM compensation plan would be fashioned after classic no-product pyramid schemes – which are illegal, though not usually as harmful as MLMs. 8. The MLM would disclose average NET payout to ALL participants at all levels in the pay plan, meaning money paid by the company to participants, less money paid in to the company by these same participants, including purchases, training, and sales ―tools.‖ 9. In reports of average income of participants, ALL participants who joined would be included in these averages, not just those who are ―active.‖ Attrition rates and total refunds (―buybacks‖) as a percentage of total revenues would also be disclosed. Such transparency would discourage many typical MLM misrepresentations.
Ch.2- 38 10. Prospects would have to be told that market saturation could inevitably occur, leading to a diminishing opportunity for new recruits. Such protections would remove the underlying ―easy money‖ motivation (―residual income,‖ ―time freedom,‖ etc.) and the complex maze of deceptions, upon which MLM is dependent. 11. Any major legal actions against the company would be disclosed, whether or not resolved successfully. 12. And finally, a list of at least five names drawn randomly from the total population of participants in a given region who had been with the company for at least a year would be provided with telephone numbers as references, whether or not they are still active. I have tried in vain to visualize an MLM program with such consumer protections succeeding. The driving force of huge incomes for TOPPs would be absent, and founders may find it more difficult to skim from revenues. In fact, I have run these suggestions by several persons who were interested in starting a ―good MLM,‖ but they each decided on a more standard MLM compensation plan – probably because no one would make obscene profits with such strict protections against abuse.
Conclusions An accurate, research-based, and consumer-friendly definition of multi-level marketing). Based on 20 years‘ consumer advocacy and research on this topic, I can articulate what I believe to be an accurate definition. It incorporates the four causal and defining factors of a recruitment-driven MLM discussed above. I am confident this definition is the most useful for analytical purposes, as it holds true for all 500 MLMs I have analyzed. Unlike other definitions cited earlier, this definition recognizes the inherent flaws of any MLM, or product-based pyramid scheme; viz., an endless chain of recruitment and a pay plan that is recruitment-driven, top-weighted, and financed primarily by incentivized purchases of the participants. Also, it clearly separates MLM from all other income activities, which definitions articulated by others have not accomplished. So below is what I believe to be the only real-world, consumer friendly, research-based definition of multi-level marketing as a business model, It applies to over 500 MLMs I have
analyzed – and is much closer to the truth than those cited earlier. Multi-level marketing (MLM) is a purported income opportunity, in which products are sold by recruitment of persons who are incentivized to buy products and to recruit others in endless chains of participants, who must buy products to qualify for commissions and to advance upward through multiple levels in companysponsored pyramids of participants. Further – With unlimited recruitment, MLM assumes both infinite and virgin markets, neither of which exists in the real world. MLM is therefore inherently flawed, unfair and deceptive. It can also be extremely viral and predatory. Prospects are typically lured into MLM with exaggerated product and income claims. Rewards are stacked in favor of those at or near the top of the pyramid, who are often the first ones to join. Since approximately 99% of participants lose money, most of them eventually drop out, to be replaced by a continual stream of new recruits, who are likewise destined for loss and disappointment.
A testable hypothesis legitimacy of MLM
for
the
If the legitimacy of MLM were approached scientifically, the scientific method of proposing a testable hypothesis could be applied, at least in the examination of effects of MLM on the company and on its participants. Some regulators made decisions on the theory (and may have been convinced by MLM promoters) that if MLMs were pyramid schemes, they would be destined for ultimate collapse. However, as discussed above, Amway defenders used this argument in claiming that Amway had already been operating for many years without coming even close to saturation and collapse. It is obvious the prosecutors did not understand the difference between total saturation and market saturation, which will be explained in Chapter 3. MLM promoters have found ways to overcome market saturation and to transfer losses to a revolving door of new recruits, so that the company can continue to thrive. These will also be explained in Chapter 3.
Ch.2- 39 Because MLM is presented as an income opportunity, and income claims are what is most often challenged by critics, the bogus income claims issue is a better place to start. Given available data, the most relevant strategy for testing MLM as a business model would be to take a broad sample of MLM companies and analyze their compensation plans and resulting average income figures for participants. So a testable hypotheses might be framed like this: Assuming MLM‘s unlimited recruitment of endless chains of participants, average income data for participants in a broad sample of MLMs will show that participation in MLM is profitable
primarily for those at the top of the pyramid of participants, which are often those who enrolled at or near the beginning of the chain of recruitment in any specific market. And given the costs of participation, it would be rare for new participants to realize profits above expenses – meaning the vast majority lose money. And accordingly, attrition for MLM participation would be high. This hypothesis will be tested in upcoming chapters. In fact, in Chapter 7 I will show that MLMs are the most harmful of the two classes of pyramid schemes (product and no-product), by any measure – loss rates, aggregate losses, payout ratios, and number of victims. So read on.
Ch.2- 40
Appendix 2A
Definitions of Relevant Terms Compensation plan – the method of compensating participants in a program, which can be very elaborate in recruitment-driven MLMs. Often ignored by regulatory officials, it is the position of this author that analysis of compensation plans is essential in identifying the programs likely to cause the greatest consumer losses. See above for types of MLM compensation plans. De facto (market) saturation – an area where recruiting opportunities are perceived to have diminished to the point that recruiting becomes unprofitable. (Same as ―market saturation.‖) Direct selling. This is a term that MLM companies, with help from the Direct Selling Association, have worked hard to adopt for their business model. According to them direct selling is marketing and selling products, direct to consumers away from a fixed retail location. However, what the DSA/MLM lobby fails to recognize is what legitimate direct selling is not – an endless chain of recruitment of participants as primary customers. Downline – all of the MLM distributors who are recruited under a given distributor and from whom are generated overrides on product sales Incentivized (or ―pay to play‖) purchases – the practice of tying purchases of products from an MLM company with requirements to enter the ―business opportunity‖ option and to advance in the hierarchy of ―distributors‖ – who are in effect merely participants making pyramid scheme investments disguised (or laundered) as purchases. Leverage – a concept often used by MLM promoters to convey the idea that by drawing income from a large downline of distributors, a person can leverage his/her time and investment in the scheme by drawing on the time and resources of their downline. A related concept is ―residual income,‖ a form of passive income often received by authors, artists, insurance agents, and others who have made a contribution and thereafter get royalties from work performed earlier. The ideal presented is that a successful MLM recruiter can work hard for a period of time and never have to work again, thanks to his/her downline. Market saturation – an area where recruiting opportunities are perceived to have diminished to the
point that recruiting becomes unprofitable. Promoters of an MLM program must then find other areas or create other product divisions in which to recruit. Market saturation is reached far sooner than actual saturation, a point often overlooked when MLM apologists defend their programs by saying that saturation has never actually happened, and that replacement is an ongoing process like many other businesses. Also called ―de facto saturation‖ Multi-level marketing (MLM), as defined by the Federal Trade Commission is ―any marketing program in which participants pay money to the program promoter in return for which the participants obtain the right to – 1. recruit additional participants, or to have additional participants placed by the promoter or any other person into the program participant‘s downline, tree, cooperative, income center, or other similar program grouping; 2. sell goods or services; and 3. receive payment or other compensation; provided that: (a) the payments received by each program participant are derived primarily from retail sales of goods or services, and not from recruiting additional participants nor having additional participants placed into the program participant‘s downline, tree, cooperative, income center, or other similar program grouping, and (b) the marketing program has instituted and enforces rules to ensure that it is not a plan in which participants earn profits primarily by the recruiting of 36 additional participants rather than retail sales.‖ As this book will make clear, this definition has some problems with it, most notably: (1) Until this analysis, it has never been made clear how it was to be determined that payments to participants came primarily from the retail sales of goods or services and not from recruiting of additional participants. Hopefully, after reading this book, the question can be answered. (2) the fact that the institution of ―rules‖ [in (b) above], is insufficient to correct the problems with product-based pyramid schemes. The compensation plans must be addressed, along the lines of this analysis, if the problems with MLM are to be corrected. The following definition, (explained in this chapter) is the only one based on extensive independent research:
Ch.2- 41 Multi-level marketing (MLM) is a purported income opportunity, in which products are sold by recruitment of persons who are incentivized to buy products and to recruit others in endless chains of participants, who must buy products to qualify for commissions and to advance upward through multiple levels in company-sponsored pyramids of participants. Further – With unlimited recruitment, MLM assumes both infinite and virgin markets, neither of which exists in the real world. MLM is therefore inherently flawed, unfair and deceptive. It can also be extremely viral and predatory. Prospects are typically lured into MLM with exaggerated product and income claims. Rewards are stacked in favor of those at or near the top of the pyramid, who are often the first ones to join. Since approximately 99% of participants lose money, most of them eventually drop out, to be replaced by a continual stream of new recruits, who are likewise destined for loss and disappointment. Network marketing – a term devised by MLM companies to get around the implications of ―multilevel marketing‖ – which sounds too much like a chain distribution or pyramid form of marketing. No-product pyramid scheme – a blatant pyramid scheme that is easy to detect because no products are offered, merely a participation fee or ―investment.‖ Chain letters work on the same principle. A continuous chain of ―participants‖ or ―investors‖ is recruited, in which each pays a fee to participate and receives money by recruiting others into the program. ―Pay to Play‖ – a requirement common to all chain letters, no-product pyramid schemes, and product-based pyramid schemes, in which an investment – either in monies or in products purchased – is required in order to ―play the game,‖ i.e., participate in and/or advance in the scheme. This need not be a substantial up-front fee to enroll in the MLM, but can be in the form of ongoing (usually monthly) volume purchase requirements for bonuses, advancement to ―pin levels,‖ etc. These could be viewed as disguised or laundered investments in a product-based pyramid scheme. See ―incentivized purchases.‖ Ponzi scheme (in the final evolution of a recruitment-driven MLM) – named after Charles Ponzi, an Italian-born swindler who cheated over 30,000 investors of over $15 million in 1919-1920. Since that time, a Ponzi scheme refers to any investment swindle in which some early investors are paid off with money put up by later ones. Since recruitment-driven MLMs use compensation plans
that pay much greater rewards for recruiting than for direct sales to end users, they cannot sustain themselves from direct sales only. So when recruiting leads to saturation in a given market, they must recruit elsewhere. They thus eventually become like Ponzi schemes, seeking new investing participants elsewhere (in the form of incentivized product purchases) to pay off earlier investors. Product-based pyramid scheme (recruitmentdriven MLMs) – a pyramid scheme that in most respects resembles a no-product pyramid scheme, except that products are purchased by distributors, ostensibly for resale, but actually for qualification or advancement in the scheme. Such product purchases, often combined with other incentives, qualifies distributors for commissions and advancement in ascending levels in the distributor hierarchy. Such payments could be considered investments in a pyramid scheme laundered through product purchases. Pyramid scheme – According to the FTC, these are plans which ―concentrate on the commissions you could earn just for recruiting new distributors‖ and which ―generally ignore the marketing and selling of products 73 and services.‖ The latter feature, of course, ignores the realities of product-based pyramid schemes, which this paper demonstrates do more aggregate damage to consumers than no-product schemes. The FTC has also described the essential features of an illegal pyramid scheme as follows: Such schemes are characterized by the payment by participants of money to the company in return for which they receive (1) the right to sell a product and (2) the right to receive in return for recruiting other participants into the program rewards which are unrelated to sale of the product to ultimate users. . . As is apparent, the presence of this second element, recruitment with rewards unrelated to product sales, is nothing more than an elaborate chain letter device in which individuals who pay a valuable consideration with the expectation of recouping it to some degree via recruitment are 74 bound to be disappointed. Recent court decisions have emphasized the need for the majority of sales to be to nonparticipants for an MLM program to avoid being classified as a pyramid scheme. Unfortunately, the issue of whether or not a given MLM is a pyramid scheme has become a red herring to deflect attention away from its being determined to be an unfair and deceptive act or practice, which makes it clearly in violation of Section 5 of the FTC Act – and of many state statutes. 73
FTC Consumer Alert, December 1996 In re Koscot Interplanetary, Inc., 86 F.T.C. 1106, 1180 (1975), gaff‘s mem, sub nom. Turner v. FTC 580 F .2d 701 (D.C. Cir. 1978). 74
Ch.2- 42 Recruitment-driven MLM (product-based pyramid schemes) – an MLM with a compensation plan that rewards primarily distributors who recruit huge downlines, and is therefore a product-based pyramid scheme. My research shows this apples to virtually all MLMs, or at least the 500 I have studied. (hypothetical) Retail-focused MLM – an MLM which uses a co mpensation plan in which company remuneration to distributors is generous for front-line distributors who actually sell the products to consumers, but which does not allow huge and disproportionate fortunes to be made by upline distributors. Such companies may exist in theory, but I have not found any. Saturation – the occurrence of reduced interest in an MLM as more and more people are recruited into the scheme. Note that although total saturation of a market may never be reached, saturation is perceived as a problem by new prospects as the percentage of prospects dwindles due to the perception of diminished opportunity. De facto or market saturation is the result. Scheme - ―a plan or program of action, especially a crafty or secret one; . . . a systematic or 75 organized . . . design.‖ Time freedom – another term bandied about by MLM promoters to appeal to those who want to be relieved from the requirement of having to spend their precious time to earn a living. They can live off the labor of others. Unfair or deceptive act or practice – the very type of business activities that FTC was established 76 to protect against. MLM is the epitome of such practices. Unfortunately, FTC officials have become sidetracked to determining whether or not an MLM is a pyramid scheme, using a definition that has been obfuscated to the point that MLM proponents are able to fend off efforts to stop such practices. Upline – the direct line of distributors who are above a given distributor in the MLM distributor hierarchy or pyramid scheme and who receive overrides from sales or purchases. In a recruitmentdriven MLM, top upline participants receive most of the payout in commissions and bonuses from the company and are the only ones to profit significantly.
75
Merriam Webster‘s Collegiate Dictionary, Tenth Edition, 1993
76
Section 5 of the FTC Act.
A research-based definition of multilevel marketing: Multi-level marketing (MLM) is a purported income opportunity, in which products are sold by recruitment of persons who are incentivized to buy products and to recruit others in endless chains of participants, who must buy products to qualify for commissions and to advance upward through multiple levels in company-sponsored pyramids of participants. Further – With unlimited recruitment, MLM assumes both infinite and virgin markets, neither of which exists in the real world. MLM is therefore inherently flawed, unfair and deceptive. It can also be extremely viral and predatory. Prospects are typically lured into MLM with exaggerated product and income claims. Rewards are stacked in favor of those at or near the top of the pyramid, who are often the first ones to join. Since approximately 99% of participants lose money, most of them eventually drop out, to be replaced by a continual stream of new recruits, who are likewise destined for loss and disappointment.
Ch.2- 43
Appendix 2B
Explanations of Compensation Plans MLM promoters frequently argue that while they know of problems in their industry, they have solved the problems with their new brand of MLM compensation plan, which is supposedly more fair, honest, generous, etc., than all the others. Why are compensation plans so important to MLM promoters? Because they are at the heart of what MLM is about. As one promoter proudly stated in a meeting I attended, ―Our compensation plan IS our product.‖ Here are the basic MLM compensation plan options: Unilevel – There is no limit to the number of distributors that can be recruited on the first level (who ―retail‖ products to end users). However, there is usually a limit on the number of levels deep that can qualify for commissions or overrides. It could be considered a ―flat pyramid‖ and is probably the most fair of the compensation plans – though few would get rich. It is also the structure typically used by no-product pyramid schemes of the past. Binary – Binary plans promote recruiting in a downline of two legs of distributors (left and right ―profit centers‖), with incentives to maintain matching sales volume between the two legs, since commissions are based on the lesser producing leg. Commissions are paid only on ―matching volume,‖ and this can sharply limit company payout. Seldom are high volume producers matched in the same leg of the downline. Binary plans could be considered ―split pyramids.‖ Matrix – A limit is placed on the number of distributors wide in the first and succeeding levels and on the number of levels deep. Additional recruits ―spill over‖ into the next level. Growth is limited (for example, 4x12=48 total downline). Can be played like a lottery – lazy participants can win. Matrix plans could be viewed as ―block pyramids.‖
Stairstep/breakaway – A ―distributor‖ ascends a staircase of groups of participants with escalating incentives to recruit more people to profit from more and more ―pay to play‖ purchases. Commissions from one‘s personal group are replaced with overrides for volume of qualifying breakaway groups (―organizations‖) of ―distributors.‖ Extremely high leverage rewards hugely those at the top at the expense of a multitude of downline distributors who invest in ―pay to play‖ purchases – their loss, but their upline‘s gain. Each breakaway is a separate organization tied to one person who draws overrides from the entire breakaway organization, which may be one of many. It is important to recognize that six levels in a breakaway is not six levels of distributors, but of whole breakaway organizations of people. Though breakaway plans are found in some of the most popular MLMs, those who understand breakaway plans agree that they are the most exploitive and extreme of all the pyramid schemes ever devised – and therefore have the greatest leverage and the highest loss rates. The author characterizes breakaways as ―megapyramids‖ comprised of many nested ―polypyramids.‖ Creative new plans. Though these are the basic compensation plans that have been used by MLM companies in the past, it should be noted that new forms of compensation are being developed by a never-ending supply of MLM schemers. These include a trinary plan, modifications of matrix and binary plans, and creative combinations of the above. Often, promoters of new MLMs claim they have come up with a revolutionary compensation plan that is superior to all others. However, I have found that the four (and usually five) causative and defining factors (―red flags‖) discussed in this paper can be found in all multi-level compensation plans.
Ch.2- 44
Appendix 2C
Sample MLM Compensation Plans What follows are examples of compensation plans for three MLM companies with names starting with the letter Z. You can nearly always view the company‘s compensation plan by doing an advanced Google search with the name of the company on one line and ―compensation plan‖ on the other. Note the creative nomenclature for these plans. This is typical in the MLM industry. In fact, analyses of ―proprietary density‖ of MLM compensation plans reveals the use of many proprietary words unique to the specific MLMs – which is not typical in legitimate direct selling programs. All of this suggests a tendency on the part of founders and promoters of MLM programs to obfuscate the nature of their programs to prospects.77
77
For more on the myriad deceptions used to deceive prospects, see Chapter 8.
Ch.2- 45
ZamZuu Compensation Windsock
Compensation Plan
Team
In today’s world, it’s all about staying fresh in the marketplace. That’s why we’re proud to announce abrand new opportunity.Pre-launch will begin on January 15, 2010, and with it will be an exciting new way to make moneythat you’ll find distinctly familiar. Here’s how it works!
Resources
For crews
Misc
Flight
Getting Started as an Associate: Everyone has to start somewhere. And in our marketing business, one does so by registering for theAssociate Referral Program. For every referral that purchases an E-Commerce Business Solution,the Associate will receive $25. That’s it! All Associates work with their PowerTeam Leaders onproviding referrals and receive a check every time one makes a purchase. The Rep Opportunity: All Associates who have referred at least three sales to their PowerTeam Leader will be given theoption to continue as a Rep. (They may continue as an Associate if they choose.) As long as thesesales, or any three personal sales remain active, you will be qualified to override.Should you elect to become a Rep, you’ll start working toward completing your 1st Team. As a Rep,you will earn:- The 50% Match on all personally sponsored Associates and Reps.*- A $25 Direct Sale commission for every personal sale.Plus for every month you maintain six active personal sales, you’ll receive a $50 monthly bonus! *Must be qualified to override. Fast Start Bonus: If an Associate elects to become a Rep, they have 14 days from the time the third sale is made bytheir PowerTeam Leader to make six personal sales. In addition to earning $25 for each sale, theyare paid a $1,000 Bonus! If they do this in the first two weeks, that’s a minimum of $1,150!A Rep’s 1st Team is considered complete when:A total of six team sales with at least three being personally made by you.All items are subject to tax where applicable.
Getting to your PowerTeam: Once your 1st Team is complete, the very next Associate you personally register starts yourPowerTeam. Now, you’re at the top pay level of the company. Your PowerTeam will include the 1stTeam of every Associate
Ch.2- 46 and Rep in your PowerTeam through infinity. In addition to earning the 50%Match on all personal Associates and Reps and a $25 Direct Sale commission on new sales, you’llalso earn… $25 PowerTeam commission on all personal sales, Associate referred sales, and sales madeby all Reps in your PowerTeam. $2 Residual commission of the monthly Web site hosting fee on all active sites in yourPowerTeam. Right to earn $250 Leadership and $5,000 Bonuses. The PowerTeam Bonuses: Once you have started your PowerTeam and are qualified to override, there are many bonuses thatyou can earn! And the best part? There are no time limits! So, get to work because you may earnthem as quickly and as often as you wish. They are limitless. Once you qualify for a bonus, you mustkeep all sales active until that bonus is paid. Leadership Bonuses: Every PowerTeam sale of $249.95 equals one sale toward a Leadership Bonus. For every threesales, you’ll earn $250!*YTB Travel opportunity sales ($499.90) will count as two sales toward the Leadership Bonus only. $5,000 Bonus: Once you have 50 active PowerTeam sales, you will earn a $5,000 Bonus! Grow to 100 activePowerTeam sales, and you’ll earn another $5,000 Bonus! Once you reach 100 active PowerTeamsales, those sales will lock in. (This is separate from the Leadership Bonus.)All items are subject to tax where applicable. PowerTeam Generations: A PowerTeam Generation will start when one of your PowerTeam Reps starts their own PowerTeam.Their PowerTeam is considered 1st Generation to you. When a Rep in your 1st Generation startstheir PowerTeam, that PowerTeam is 2nd Generation to you. This continues for six generations.Commissions on PowerTeam Generations are as follows: 1st Generation:$15 for every 1st Generation sale plus $2 Residual commission of the monthly Website hosting fee on all active sites in your 1st Generation. 2nd Generation: $10 for every 2nd Generation sale plus $2 Residual commission of the monthlyWeb site hosting fee on all active sites in your 2nd Generation. 3rd Generation: $5 for every 3rd Generation sale plus $2 Residual commission of the monthly Website hosting fee on all active sites in your 3rd Generation. 4th, 5th and 6th Generation: $2.50 for every 4th, 5th and 6th Generation sale plus $1 Residualcommission of the monthly Web site hosting fee on all active sites in your 4th, 5th or 6th Generation.
Ch.2- 47 Quick Definitions: Referral Fee ($25): A Referral Fee is paid to an Associate when a referral given to their PowerTeamLeader purchases a site. Direct Sale Commission ($25): A Direct Sale Commission is paid to a Rep when one makes apersonal sale. This commission is paid whether the Rep is in his or her 1st Team or PowerTeam. PowerTeam Commission ($25): A PowerTeam commission is paid to a Rep when a sale is made intheir PowerTeam either by the Rep or one of his or her PowerTeam Reps. Qualified to Override: Being qualified to override allows you to earn a 50% commission match,overrides and bonuses on your PowerTeam, PowerTeam Generation commissions, and Directorcompensation. In order to qualify to override, you must have three active personal sales. You mustmaintain three active personal sales to continue to qualify to override. 50% Match: As long as you qualify to override, you will earn a 50% commission match on all of yourpersonally sponsored Reps and Associates. If one of your personally sponsored Reps earns a $25Direct Sale commission, you earn $12.50. It’s the same for all marketing commissions. (Please note:There will not be a match paid on bonuses or the 50% Match.)
Ch.2- 48
Zija Compensation Plan You can really drink life in when you know you have the resources to do all the things you need to do, and a lot of the things you want to do. And let's face it, the most important resource is a pay plan that works for the average and the aggressive business builder. At Zija, you don't need a computer or a mathematical degree to understand the Zija plan — just five minutes worth of common sense. Think you've heard all this before? Think again. Say hello to Zija's Compensation Plan, which includes FastStart Commissions with Builders' Bonus Pool, Customer Commissions, Unilevel payout to nine levels, and three Executive Director Bonus Pools.
Zija FastStart Commissions
We already know just how well the Zija beverage will jumpstart your lifestyle. Now let's talk about how the Zija FastStart Commissions can jumpstart your business. Because Zija is so easy to share, your friends and family will want to enjoy it like you do. Whenever someone becomes your customer, Zija will award up to 45% of their initial purchase made in the first month. You can even take advantage of the Builders' Bonus Pool, paid to the top new business builders every month from FastStart Commissions others left behind. Click here for more details on just how fast Zija FastStart Commissions can move you.
Zija Unilevel Commissions
Ch.2- 49
Ch.2- 50
Ch.2- 51
Appendix 2D
Comparative Analysis of Direct Sales and other Legitimate Distribution Models with No-Product Pyramid Schemes (NPS) and Recruitment-driven MLMs*, or Product-based Pyramid Schemes (PPS) Analysis by Jon M. Taylor, MBA, Ph.D., President, Consumer Awareness Institute, and Advisor, Pyramid Scheme Alert
What this analysis reveals
How these distinctions were derived
The table which follows shows that clear distinctions can be made between classic (1-2-4-8, etc.) no-product pyramid schemes, product-based MLMs (multi-level marketing) programs*, and all forms of legitimate businesses to which the latter are often compared. MLM programs are often referred to as ―network marketing‖ (also ―consumer direct marketing,‖ etc.) and can be separated into two categories: 1. Recruitment-driven MLMs use compensation systems that are so heavily weighted towards the top of the hierarchy of participants that it is necessary for participants to recruit aggressively to realize any significant profits. These are highly leveraged programs, enriching a few at the top of a pyramid of participants at the expense of the efforts and purchases of a multitude of downline distributors – whose contributions are ―leveraged‖ for the benefit of those above them. In recruitment-driven MLMs, most of the payout in commissions and bonuses from the MLM go to top distributors and very little can be gained from efforts to sell products directly to consumers. Properly understood, such MLMs are illegal pyramid schemes. The vast majority of MLMs I have studied fall into this category. 2. Hypothetical retail-focused MLMs pay the bulk of their commissions to the person selling the products or services to end use consumers. In a retail MLM, there is enough incentive to sell directly to customers that it is not necessary to recruit a large downline to realize significant profits. In over 500 MLMs to 2012, I could find no examples of true retail-focused MLMs.
Fortunately, I was able to draw from an extremely broad background in home businesses to make these comparisons, having had direct experience or performed consultation services in almost all forms of business to which MLMs are often compared. In addition, I spent a full year in an intensive one-year test of a leading MLM as a fullfledged distributor, carefully noting everything that went on. I then conducted interviews with hundreds of present and former participants in a variety of MLMs before arriving at the conclusion that most MLMs are in fact cleverly disguised pyramid schemes. I knew enough from my direct experience to know that the major problems with MLMs resulted from the compensation systems, or pay plans, of the various MLM companies. Decades ago, psychologists learned that ―you get the behavior you reward.‖ Nowhere is this more evident than in multi-level marketing. Combining the research and experience of myself and others, I itemized what characteristics in MLM and in no-product pyramid schemes are unique to them and clearly differentiate them from other types of business activity. Then I broke these down into those which were implicit within the compensation plan – which seemed to cause most of the problems – and those that could be considered merely effects growing out of the reward system. Items numbered 1 to 6 could be considered causal, while items numbered 7 to 17 could be considered effects. Number 6 applies to no-product pyramid schemes and is replaced by number 4 for product-based pyramid schemes.
Ch.2- 52
Other useful findings: What I found was strikingly clear. Five characteristics*** (especially the first four) clearly differentiated the recruitment-driven MLM‘s, or product-based pyramid schemes from the rest. These factors were both defining and causal – defining the differences, as well as identifying the causes of the problems. No-product pyramid schemes have always been more easily recognized, both by law enforcement and by consumers. What this analysis shows is that traits can be singled out both to clarify differences and to predict high loss rates. These same five ―red flags‖ could have legal significance in court cases. In most jurisdictions, a key element is considered in defining pyramid schemes – the payment of money by the company in return for the right to recruit other participants into the scheme. If the primary emphasis is compensation from recruiting, rather than from the sale of products to end users, it is considered a pyramid scheme. How such primary emphasis is to be determined has until now been a formidable challenge for investigators. Hopefully, this challenge will be met with this analysis and my more complete analysis entitled ―THE 5 RED FLAGS: Five Causal and Defining Characteristics of Product-Based Pyramid Schemes‖ *** In the spring of 1999, I mailed my conclusions to the presidents of 60 of the most prominent MLM companies and gave them a form to provide data to ―prove me wrong.‖ At least five of them attempted to do so, but none were able or willing to do so. So I was left with the necessity of validating my conclusions using other resources. With the help of associates, careful research into public documents, and a lot of communications with key informants, I was finally able to locate the average incomes and percentages of ―distributors‘ at various payout levels at 37 (by 2012) ―recruitment-driven MLM‖ companies. What I found was startling – far worse than expected. After eliminating typical deceptions in their reporting, the loss rate for the recruitmentdriven MLMs for which I was able to find average earnings data was approximately 99.7%. And if you
eliminate TOPPs (top-of-the-pyramid-promoters) from the calculation, the loss rate is closer to 99.9% for new recruits. That means that as few as one in 1,000 new recruits earn a profit – and only a tiny percentage of those earn the huge ―residual income‖ promised them. No-product pyramid schemes, which are illegal because of the guarantee that the all of those on the bottom layers will lose money, have far better odds than that! Recent data shows that product-based pyramid schemes are far worse than
no-product schemes by any measure – loss rate, aggregate losses, number of victims, etc.. The chart that follows is color-coded to help discern the differences between characteristics of the various business models. Defining and causal characteristics of No-product pyramid schemes are marked in medium gray. Recruitment-driven MLMs are dark gray.. Retail-focused MLMs (if such were to exist) are light gray.. Significant effects that are not causal are marked in very light gray, the most important of which are listed first, as numbers 7 to 10. * a.k.a. multi-level marketing, network marketing, consumer direct marketing, etc. Recruitment-driven MLMs can be distinguished from retail-focused MLMs, in which the company pays generously for retailing products without recruiting large downlines. For retail-focused MLMs, #5 (and preferably #4 as well) would be answered with a ―NO.‖ ** ―Incentivized purchases‖ are purchases of goods and services from the MLM company that are tied to qualification to participate in commissions or to advance through ascending levels in the distributor hierarchy. If they constitute a required cost of participating in the ―business opportunity,‖ then whether they are used, sold, given away, or stored is irrelevant – they should be considered a cost of doing business. *** NOTE: In 2003, I settled on the 5 CDCs (or ―5 red flags‖) for analytical purposes. However, analysis of over 500 MLMs have led me to reduce the number to four, since #4 occasionally does not apply. [#4 and #5 were later reversed in subsequent reports so that the first four could be easily identified as universal and #5 as applied to most, but not all, of them.] However, when the number of levels in the pay plan has been limited to four or less, this has been compensated for by extreme jumps in income at the top levels. All are top-weighted, though increasing the number of levels can greatly enhance the effect.
Retail MLMs (hypothetical)
PPS- or recruitment-driven MLMs
NPS (no-product schemes)
Legitimate Direct selling
Recruiting business
Insurance agency sales
COMMENTS – and PROBLEMS resulting from these characteristics when applied to pyramid schemes (NPS and PPS)
NO
NO
NO
NO
NO
YES
YES
YES
Income is dependent on downline recruiting, with the assumption of an unlimited market. Perceived or de facto saturation results in diminishing opportunity and guaranteed losses for participants at bottom levels.If all pyramid schemes were defined as illegal (and the laws were enforced) based on this one characteristic, we would not have the proliferation of schemes we see today.
NO
NO
NO
NO
NO
YES
YES
YES
NO – only initial investment
NO
NO
NO
NO
YES
YES
YES
If a participant must recruit to advance to more profitable payout levels in the scheme, and if a program‘s emphasis is on building a downline, it as a de facto pyramid scheme, whether or not it has been declared illegal by authorities. Also, for PPS‘s, quality of products often becomes questionable when advancement and monetary incentives are tied to recruitment. Such cost of participation assures huge gains for top-level participants, but guarantees losses for those who fail to ascend to higher levels in the hierarchy of participants. The amount of initial investment for PPS‘s ma be small, but total purchases over time can be very significant for those seeking promised rewards, such as advancement to higher ―pin levels‖ or bonus categories.
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO – not usually
NO
NO
NO
NO
NO
NO
YES
Usually – If not, #5 is more extreme
1. RECRUITING OF PARTICIPANTS IS UNLIMITED IN AN ENDLESS CHAIN OF EMPOWERED AND MOTIVATED RECRUITERS RECRUITING RECRUITERS. Is unlimited recruiting allowed, and are those who are recruited empowered and spurred on by incentives (overrides, advancement, etc.) to recruit additional recruiters, who are also empowered and motivated to recruit still more recruiters, etc. – so that the effect is an endless chain of recruiters recruiting recruiters? 2. ADVANCEMENT IN A HIERARCHY OF MULTIPLE LEVELS OF ―DISTRIBUTORS‖ IS ACHIEVED BY RECRUITMENT, RATHER THAN BY APPOINTMENT. Does a participant advance in position (and potential income) in a hierarchy of multiple levels of ―distributors,‖ by recruiting other distributors under him/her, who in turn advance by recruiting other distributors under them, etc.? 3. ―PAY TO PLAY‖ REQUIREMENTS ARE SATISFIED BY ONGOING ―INCENTIVIZED PURCHASES**.‖ Are new ―distributors‖ given ―pay to play‖ options? That is, are they encouraged to make sizable investments in ―incentivized purchases‖ (purchases tied to qualification for commissions or advancement in the scheme**) in order to take advantage of the ―business opportunity,‖ and later to continue qualifying for advancement and payments from the company? 4. THE COMPANY PAYOUT PER SALE FOR EACH UPLINE PARTICIPANT EQUALS OR EXCEEDS THAT FOR THE PERSON SELLING THE PRODUCT, CREATING INADEQUATE INCENTIVE TO RETAIL AND EXCESSIVE INCENTIVE TO RECRUIT – AND AN EXTREME CONCENTRATION OF INCOME AT THE TOP. Would a ―distributor‖ purchasing products ―for resale‖ receive about the same total payout (in commissions, bonuses, etc.) from the MLM company as participants several levels above who had nothing to do with the sale? Those at the top of the hierarchy then profit hugely. 5. COMPANY PAYS COMMISSIONS AND/OR BONUSES TO MORE THAN FIVE LEVELS OF ―DISTRIBUTORS.‖ Does the company pay commissions and bonuses to distributors in a hierarchy of more levels than are functionally justified; i.e., more than five levels?‖ Even in major corporations, the entire world marketplace can be covered in five levels of sales management – branch, district, regional, national, and international sales managers. 6. ALL THE MONEY GOES TO THE TOP (applies to NPS only). Would participants who recruit other participants into the scheme receive nothing until advancing to the top level in the hierarchy?
Distributor- ship sales
DEFINING AND CAUSAL CHARACTERISTICS in the compensation system that identify harmful pyramid schemes. The features on this page both define a pyramid scheme and cause the harm (extreme loss rate).
Franchises
Ch.2- 53
4-level limit best
NO
NO
This results in extreme inequality in payout to distributors and a high loss rate. Only a few participants at the top of the pyramid get enough in commissions from sales to a large downline to achieve a significant income. Conversely, those on lower levels seldom get enough payment from the MLM to cover their expenses, including purchases from the company. Thus the emphasis is on recruiting, not retailing or direct selling. If distributors on the front line receive over half of an MLM company‘s payout, the MLM would have more of a retail emphasis. More than 4 levels in an MLM means huge payouts to top level participants, which come from overrides on purchases of a large downline. This more than compensates for the small payout per sale – vs. NPS‘s, where the top person gets it all. Paying bonuses on more than five levels in an MLM enriches those at the top at the expense of those at the bottom. With NPS‘s, only participants at the top of the pyramid get paid. Those at the bottom levels will always be waiting to advance to the highest level to get paid. Approximately 90% end up losers when the pyramid collapses or is shut down.
Retail MLMs (hypothetical)
PPS- or recruitmentdriven MLMs
NPS (no-product schemes)
Legitimate Direct selling
Recruiting business
Insurance agency sales
Franchises
DEFINING AND CAUSAL CHARACTERISTICS in the compensation system that identify harmful pyramid schemes. The features on this page both define a pyramid scheme and cause the harm (extreme loss rate).
Distributor- ship sales
Ch.2- 54
7. Emphasis is on payments for the rights to recruit as the primary source of income, rather than the sale of products and services
NO
NO
NO
NO
NO
YES
YES
NO
8. Loss rate is so dismal enough to disqualify them as legitimate businesses. It is rare for participants to report a net profit to the IRS.
NO
NO
NO
NO
NO
YES
YES
NO
9. Misrepresentation and deceptive sales practices are commonplace, as they are essential for any pyramid scheme to survive and grow. If the truth were told about the abysmal odds of ―success,‖ few would join the program, and it would soon collapse.
NO
NO
NO
NO
NO
YES
YES
NO
10. New pyramidal organizations are set up in other areas (or with new product divisions for PPS‘s) to maintain downline networks until the pyramid collapses or the scheme is stopped by legal action. By having to recruit new participants to repay earlier investors, NPS‘s and PPS‘s evolve into Ponzi schemes. 11. The distinction between buyer and seller becomes blurred. With multi-level schemes, the seller, buyer, and recruiter (and his/her immediate family) may be the same entity. 12. The program displays a pattern of rapid growth, then a leveling off in sales, followed by a precipitous decline in volume, unless aggressive re-pyramiding occurs. 13. Duplication of one‘s efforts and investment is encouraged in order to build one‘s downline.
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO
YES
YES
YES
14. Continuous replacement of ―losers‖ is supplied by continual recruiting of new participants.
NO
NO
Sometimes
NO
Sometimes
YES
YES
NO
15. Demand for the products is distributordriven, not market-driven.
NO
NO
NO
Sometimes
Sometimes
NO
NO
YES
16. Promises are made of quick return on investment, huge residual (―permanent‖) income, time freedom, and other easy money appeals. 17. Addiction to pyramid scheme appeals can be seen in some participants.
NO
NO
NO
NO
NO
YES
YES
NO
NO
NO
NO
NO
NO
YES
YES
NO
For more information, go to www.mlm-thetruth.com.
COMMENTS – and PROBLEMS resulting from these characteristics when applied to pyramid schemes (NPS and PPS) This EFFECT results from the system of rewards in the compensation system. Though not a CAUSE of the harm done by pyramid schemes, it is a key criterion in federal and state laws against pyramid schemes. Loss rates for recent NPS‘s have ranged from 87.5% to 93.3%. For PPS‘s or recruitment-driven MLMs the loss rates are about 99.9%. One can do better with a single roll of the dice in a game of craps in Las Vegas. Misrepresentation causes harm to consumers who invest on the basis of incorrect information. To be successful in a PPS or NPS, one must first be deceived, then maintain a high degree of selfdeception, and finally go about deceiving others. The more durable MLM companies avoid collapse by initiating new pyramids, which they label ―growth oppor-tunities.‖ They then become like Ponzi schemes, moving to new areas or starting new divisions to get new recruits to buy products so that earlier investors can profit. This creates confusion and a low level of trust in the minds of consumers – and contaminates the marketplace for legitimate enterprises. This pattern is common to all pyramid schemes due to empowerment and incentives given to each recruit to recruit other recruiters, as in #1 (above) Recruits are taught that this process can lead to great leverage for one‘s time and investment – but not that they are only fattening the checks of their upline. Replacement also helps to maintain a pyramid scheme by creating a ―body shop‖ of new victims to replace an inordinate percentage of dropouts. The need for and quality of products becomes secondary to participation in the scheme. ―Pay to play‖ purchases become disguised (or laundered) pyramid investments. Some MLMs are notorious for hyper-consumption of products, filling garages, etc. Pyramidal income appeals induce distributor investments, which ultimately become losses for the vast majority of participants— especially for PPS‘s. ―MLM junkies‖ have been observed cycling through one MLM after another, losing money each time. It is likely that these same people would fall for NPS‘s. © 2012, 2003 Jon M. Taylor
Ch.2- 55
Appendix 2E: List of MLMs for which compensation plans have been evaluated by Jon M. Taylor, MBA, Ph.D. As of July 9, 2014, a total of over 520 MLMs have been evaluated by Dr. Taylor (usually by request). When at least the first four of the five causal and defining factors78, or "red flags," identified by Dr. Taylor are found in an MLM, it can be considered a recruitmentdriven MLM, or productbased pyramid scheme – and certainly an unfair and deceptive practive (UDAP). Such compensation plans have been found to result in loss rates of 99.1% to 99.9%. When you eliminate TOPPs (top-of-the-pyramid promo-ters) from calculations of average incomes, the chances of new recruits profiting is approximately ZERO! In addition to those listed below, Dr. Taylor also analyzed numerous MLM programs that are now defunct, that were shut down by authorities, or that did not provide sufficient detail in their compensation plans to do a complete evaluation. This was true of many party plans. Those MLMs with the symbol ► by them have furnished average income statistics (See Appendix 7) NOTE: Since each person is encouraged to do their own 5step ―do-it-yourself evaluation‖ on our web site, we will not be responsible for the decision any reader chooses to make about participation.
78
See Chapter 2
MLMs evaluated: 3000 BC 124 Online 1Cellnet 4Life International 4 the Good Life 5Linx A A. L. Williams (now Primerica) Acai Plus Achievers Unlimited ACN Adcalls Advantage Marketing Systems Advantage Neutraceuticals ►Advocare Affordable Energy Agel AIM Alivemax All-star Entrepreneur AlpineV Altairia Amazon Herb Ambit Energy American Longevity American Marketing Systems (AMS) American Petroleum Promotions (APP) ►Ameriplan USA Amerisciences Amigo Health Amkey Amsoil ► Amway-Quixtar Annasa Apeus Approval Warehouse ► Arbonne Ardyss International Ariix Ascend Technologies Ascential Bioscience Asea At Home America Ava Anderson Non-toxic Avalla (Nutrimetrics) Aviance
Avon – recently revised Awareness Life B Baby Crazy Bamboo Park ►Beach Body BeautiControl Cosmetics Bel'Air Bellamore Better Universe Beyond Freedom Evolution bHIPGlobal Big Planet Boceutica Biogen Biometrics Bioperformance BioPro BioSolace (India) BodHD Bodywise Bookwise Books Boresha Int‘l Brain Garden Business in Motion C Cajun Country Celebrating Home Cell Tech Cell Wireless Ceres Living Champion Communications Cie Aura Citizenre Cleur Coastal Vacations Cognigen Conklin Cookie Lee Jewelry cPRIME CR Health & Beauty Systems Creative Memories Customer Advantage ►Cyberwize D Daisy Blue DCHL - Digital Crown Holdings Ltd.
Ch.2- 56 De Marle at Home Destiny 2000 Direct from Vatican City Discount Home Shoppers Club (now Global Income Partners)
Do Terra Earth Essence Dove Chocolate Discoveries Drink ACT DSX Dubli DXN Dynapharm Dynasty of Diamonds E Easy Daily Cash E-bio (India) Ebiz.com ►Ecoquest (now Vollara) eCosway eFoods Global eFusion (acai) Eiro Elite Marketing Alliance Elur Emerald Essentials Emerald Passport (Profit Masters) Empire Dreams ►Empower Network Enagic Enfinitia Eniva Gold Marketing Enliven EnvisionCC Envy Organics Epic Network Escape International Essante Essensa Naturale Essentially Yours Evolution International Evolv Health Excel Telecom‘s (defunct) eXfuse Extreme Research EZ Wealth by Design Ez-Biz F Feeder Matrix Fern FFSI FGXpress First Financial Security First Fitness International First Source Marketing Alliance
Flexcom FM Group World For You Foru Int‘l Forever Green Forever Int'l Forever Living Formor Int'l Forte Builder ►FHTM (Fortune Hi-tech Marketing) – shut down ►Free Life International Freedom Rocks Fruda Vida International Frutaigo Fuel Freedom International Fuller Brush Fun Unlimited G Gano Excel GBG GDI – Global Gano Life Domain International Gem Lifestyle Gemcap Genesis Global Network Genesis Pure Genewize Life Sciences Global Equity Lending (was Global Equity ending) Global Health Trax Global Income Partners Global Information Network Globalinx Global Resorts Network Global Travel Trends (PRT Travel) Global Wealth Trade GNLD GOG (India) GoHFT Gold Canyon Gold Mine International Golden Neo-life Diamite GoldQuest Goldshield Elite Good Life International Goyin Great Life International Green Organics Green World GVO Team Elite
H Hand of Heaven HBW Insurance & Financial Health 4 Wealth Healthy Coffee USA ►Herbalife Heritage Health Products Heritage Makers Home Tec Hsin Ten Enterprise USA (HTE USA) I iBuzzPro IGlobalPro ►Ignite/Stream of Energy Igonet ►Immunotec Independence Energy Alliance ►iNet Global Infinity Downline (―infinity‖?) InnerLight Inspired Living Integris Global IDN – later Big Planet, Pharmanex (all Nu Skin) Inspired Living App Int‘l Galleries, Inc. (IGI) ►Isagenix ►It Works ITV Ventures IV-7 Direct iZigg Mobile Marketing J Jafra Javita Coffee JD Premium Jeunesse Global Jewelry by Park Lane Jillian Chase Juice Plus (NSA) Jus Int‘l Jusuru Int‘l K Kaching Kaching Kaire Kangivity Global Kanosis Karemore Kilante Coffee Kleeneze (UK) K-Link Klob International
Ch.2- 57 Kyani L Learning Global USA Leaving Prints Legacy for Life Legacy Max Legal Shield (was Prepaid Legal) Lexxus Lia Sophia Liberty International Liberty League Int‘l (LLI) Life Force Int‘l (2-up) LifeMax Life Plus ►Life TEAM Lifestyle Intra Supplements ►Life Vantage Life without Debt Lifestyles USA LifeWave Lightyear Alliance Limu Live the Source Livinity Longevity Network Loving Works LR Health & Beauty Systems ►Lyonness M Maakoa Mandura ►Mannatech Market America Mary Kay Cosmetics Matol Botanical Mavericks (World Health Card) Max International Maxxis 2000 MB Social MCA (Motor Club of America) Me2Everyone ►Melaleuca Menage International Metabolife ML International MMOGULS Momentis ►Momentum Plus ►Mona Vie Monarch Health Sciences Morinda Moxxor MPB Today Multi-pure ►MXI-Xocai
My Harvest America My Leisure Business My Travel & Cash My Video Talk My4Life My7Diamonds N NAA – Nat‘l Agents Alliance Narc that Car National Lending Corp. Native American Nutritionals Natural Air Products Nature's Own Nature's Sunshine Nerium Network MarketingVT NeuCopia NeutroGenesis New Face of Wealth New Quest International New Vision USA Neways NextFit Nexx NHT Global ►Nikken Noevir North American Power Norwex Nouveau Cosmeceuticals Nouveau Riche University NSA (Juice Plus) Nucerity NuLegacy Rx card NuMed ►Numis Network ►NuSkin Nussentials Nutrie Nutronix Nuvante O Ohana Health Olivana Omegatrends Ominex Omnitrition One24 OneX Online Exchange OnPoint Direct One Viz ►Orenda Int‘l ►Organo Gold
Orovo Our World Network Oxyfresh P Palmary Pampered Chef Paperly Passion Parties Passport LLC Petromagic Pharmanex PhotoMax Pink Papaya Plexus Pink PM International AG Polaris Global (was Liberty League Int‘l) Power Mall Power2Marketing Premier Designs Prepaid Legal Prepaid Living Primerica Financial Services Private Quarters ProActiv (Empower) Protandim (Life Vantage) Prixdale Ventures Pur3 Pure NRG Pureworks Purse Party Q Qing Mei Qing Mei (cards) Qivana QL Exchange Qnet (was GoldQuest) Questnet Quixtar (now Amway again) R Rain Nutrition RBC Life Sciences Refer Life Regeneca ►Reliv Rend Ltd. Resorts 360 Vacation Plan Retire Quickly (FFSI) Rev Up Daily Ripplin RMP Infotech ►Rodan & FIelds – Victoria SkinCare
Ch.2- 58 Royal Body Care Royale Business Club S Sahara of India Pariwar Salu International Savings Highway Scent-sations SDL (New Zealand) Seminars Seacret Direct ►Sendoutcards.com Sene Gence International Sensaria Serenigy Sevea Seven Point 2 SFI – Strong Future Int‘l Shaklee Share the Wealth Shopping Sherlock Sibu Silpada Designs Silver Cache Simplexity Simply You Sisel International Skinny Body Care Slender Now Solavei Soteria/ It Works Marketing Southern Living at HOME Sozo SpeakAsiaOnline.com Sportron Spring Wellness Stampin' Up! Stanley Home Products/ Fuller Brush Stem Tech Health Sciences STIFORP Stimulife Success Life Success University ►Sunrider Supralife Sweet Living Swiss Just ►Symmetry Synergy Worldwide Syntec Nutraceuticals Syntek Global T ►Tahitian Noni Int‘l Take Shape for Life (Medifast) Talk Fusion
Team Everest Team LIfe Changes (Nutraburst) Team National Team Vinh University Telex Free (Common Sense Communications) That Free Thing The Limu Company The Profit Masters The Right Solution The Traveling Vineyard The Trump Network ►Thirty One Gifts Thoughts Transpired Tianshi Tiens Biotech Group TMII - Transcend Marketing International Tom Danley's Tape of the Month Tomboy Tools Top Line Creations Traverus Travel Trevo Trilogy Trinity Communications Trio Global Company Triunity International Trivani Trivita ►Tupperware TVC Matrix TVI Express Ubifone UltraStore Unicity UniLife Health Care (India) Univera Life Sciences Upper Crust Living Uprize ►USANA Health Sciences V V Mobile Technologies (Philippines) Vaxa Int‘l ►Vemma ►Viridian ►Visalus Health Sciences Vision for Life Vision Travel Vitagenesis Vitamark Viva Life Science Viviane
VM Direct (Helloworld) Vollara (was Ecoquest) Votre Vu W Waiora ►Wake Up Now Watkins Wazzub Wazzub Wealth Masters International Wealth Pools International WIN (Wellness Int‘l Network) Winalite Woosh World Financial Group World Group Securities World Leadership Group World Lending Group (recently World Lending Group) World Marketing Alliance (WMA) ►World Ventures Wowgreen WoWie Wynlife Healthcare X ►Xango Xeeklar XELR8 Xerveo – ―20 million positions open‖ (Is that all?) Ximo Xocai Xooma XOWii Xplocial Xtra Plan Xyngular Xzotto Y Yagooft Yipiz Yoli ►YOR Health ►Young Living Essential Oils Youngevity ►Your Travel Biz (YTB) Z Zamu ►Zamzuu Zeek Rewards Zermat International
Ch.2- 59 Zhunrize Zija Zilergy Zinzino Zivana Zoivi Zoom Mobile Zorpia Zrii Zu-B Zulian Zurvita Zeek Rewards Zeekler Zyngular
Ch.2- 60
Appendix 2F
Petition from Bruce Craig, former assistant to the Wisconsin Attorney Generai, addressed to FTC Chairman Robert Pitofsky _____________________ February 25, 2000
Robert Pitofsky, Chairman, Federal Trade Commission 600 Pennsylvania Avenue, N.W. Washington, D.C. 20580 Re: Petition for compliance analysis or enforcement review regarding In re Amway, 93 FTC 618 (1979), Docket 9023 Dear Chairman Pitofsky: I served as an Assistant Attorney General for the State of Wisconsin for 30 years, until retirement in 1997. During this period I litigated a significant number of pyramid cases including extensive litigation against Amway1 in the early 1980's and cases against Koscot Interplanetary, Bestline, and Holiday Magic in the early 1970's. These actions were pursued with the direct co-operation of Commission staff. My most recent pyramid case, against Fortune In Motion, was successfully concluded in 1997. I recite this history only in the hope that it will lend credence to what follows. I direct this letter to you because you drafted the Commission's Amway opinion in 1979. The opinion appears to hold that (a) "a pyramid distribution scheme should now be condemned even without the demonstration of its economic consequences. The Commission has studied the effects of such 'entrepreneurial chains' and seen the damage they do and a per se rule should be used." [ALJ finding at par 107] and (b) that Amway would have been one of those "chains" but for the existence, and enforcement, of the "buy back rule", the "70% rule" and the "10 customer" rule [93 F.T.C. 618, 716-17 (1979)].2 These exculpatory rules have now become boilerplate in the hundreds of pyramid offerings that have surfaced since 1979. In my 1997 case, Fortune In Motion sought dismissal because it had incorporated the "Amway" rules into its marketing plan.3 In Webster v. Omnitrition, 79F.3d 776, 782-84 (9th Cir, 1996), the 9th Circuit reversed summary judgment in favor of the defendant, granted by the district court on the basis it used the "Amway" rules. The court, at p. 782, held "Our review of the record does not reveal sufficient evidence as a matter of law that Omnitrition's rules actually work." Since investments in pyramid type offerings have resulted in billions of dollars in losses over the years, I believe it critical that the Commission, initially, determines whether in fact Amway currently enforces its rules to the extent that they produce the results the Commission anticipated in its decision. The Commission may also want to consider, on a going forward basis, whether it is good policy to declare a practice per se illegal and then permit operation if certain exculpatory "rules" are incorporated in to the business plan. The attractive, but illegal, aspects of a pyramid proposal will continue to permeate a promoter's offering and recruiting efforts notwithstanding the theoretical dampening effect of the "rules." The economic motivation of a company utilizing a pyramid concept is in direct conflict with the exculpatory "rules" it promulgates.
Ch.2- 61
There also exists the question, from an enforcement standpoint, whether these exculpatory factors can be effectively evaluated in time to prevent losses to the consuming public. When a pyramid, or "multi-level", company begins business operations there is no direct evidence if its "rules" are enforced or not. The time period between startup and detection is all some pyramids need. Fortune In Motion obtained over $4 million from Wisconsin residents during its short life and before we commenced litigation. The "buy back" rule was of no value since the company left the state and returned to its home offices in Canada. Does the enforcement agency bear the burden of proving that the "rules" are not enforced or is it an affirmative defense on the part of the pyramid company? Are all "multi-level" companies presumed to be pyramids until they prove their rules are effective in the manner contemplated by the Commission? The contacts I have had with Amway, and other, distributors over the years indicates that the "rules" upon which the Commission based its decision are given, at best, token recognition and are not broadly implemented or enforced. I have attached some unedited Amway distributor statements to simply give a flavor of their views on these issues. One such statement comes from a high level "Emerald" distributor. Determining the actual practices of Amway and its distributors in this respect would seem to be uniquely within the domain of the Commission. To this end, I will be asking some ex-distributor organizations to contact their members for comment to the Commission on this point, pro or con. I decided to submit this petition for enforcement review because it seems that most distributors, after failing in what they thought was a valid business enterprise, are not motivated to complain or seek redress. They have, in many instances, been conditioned to believe that any failure was their fault. Many such distributors have lost life savings, stable jobs and their marriages. After having spent most of my career dealing with these companies from an enforcement standpoint, and witnessing the damage first-hand, I feel some obligation to these victims to make this effort on their behalf . As indicated in Omnitrition, previously cited, and my Fortune In Motion case, the FTC Amway decision has created a good deal of uncertainty in respect to private and public legal efforts to deal with the abuses of pyramid plans. This will only increase with the onset of marketing over the Internet and the Globalization of this type of proposal. I urge the Commission to make initial inquiry of Amway on the question of enforcement and enforceability of its rules. Documentation of compliance with the Commission's decision, and of the beneficial effects it anticipated, should be readily available from Amway and its distributors. I also urge the Commission to re-evaluate, in general, the efficacy of its "rules" in preventing the abuses it has documented in connection with pyramid marketing. The premise of "multi-level vs. pyramid" marketing may well represent a distinction without a difference. If I can be of further assistance in any efforts of the Commission, or in clarifying matters stated herein, please feel free to contact me. I appreciate your taking the time to review this matter. Sincerely, Bruce A. Craig – Assistant to the Attorney General (Department of Justice), State of Wisconsin (Retired). State Bar No. 1009068, of Counsel, Lawton & Cates, S.C.
Ch.2- 62 1
This litigation was based on income misrepresentations. Documented evidence, from tax returns, disclosed that Wisconsin Amway Direct Distributors (the top 1%) had annual net incomes of minus $900. 2 Some language in the opinion, pp.716, 717, refers to the absence of inventory loading, "the purchase of a large amount of nonreturnable inventory" and the fact that an entry level Amway distributor makes no investment. However qualifying for the Direct distributor position does require mandatory monthly purchases, whether returnable or not depending on effective enforcement of the "buy-back" and other rules. The existence of the entry level distributor is not relevant to a pyramid analysis, the pyramid begins when the new distributor seeks to become a Direct. See Omnitrition par. 79 F.3d 776,782. 3 Wisconsin's pyramid rule, Ch. ATCP 122, Wis. Adm. Code does not contain the exculpatory "rules". It has been upheld by the Wisconsin Supreme Court.
Ch.2- 63
Appendix 2G
Letter to Dr. Peter Vander Nat, chief economist for the Federal Trade Commission ______________________
April 24, 2001 To: Peter J. Vander Nat, Ph.D Federal Trade Commission From:
Bruce A. Craig, Assistant Attorney General, Wisconsin, (Retired)
RE: PYRAMID ANALYSIS I have reviewed your declaration in the Equinox case. I would like to submit an alternative analysis of pyramids. Although many of the elements and concerns referenced in your declaration mirror mine, I believe our point of departure differs. BACKGROUND I have litigated against pyramids since the late 1960‘s. The significant economic losses they engendered raised the concerns of our office over and above standard fraudulent business offerings that relied on misstated earnings potentials and related deceptions. Wisconsin has a relatively unique regulatory status within the Department of Agriculture, Trade and Consumer Protection – whereby rules having the force and effect of law can be promulgated at the administrative level. One of those rules is ATCP 122, which can be found at the end of this memorandum. After extended public hearings, ATCP 122 declared illegal ―chain distributor schemes.‖ The rule has withstood challenges in the Wisconsin Supreme Court and in Federal Court . Most recently, the rule was upheld, in 1997, by the Wisconsin Court of Appeals in State v. Fortune In Motion. Perhaps of greater relevance to you is the fact that the then (c. 1972) Chairman of the Marketing Department of the Wisconsin School of Business, Howard Westing (now retired) was our primary witness in State v. H. M. Distributors and State v. Holiday Magic, the first significant legal challenges to ATCP 122. Professor Westing‘s testimony was forthcoming only after we spent several weeks discussing the elements of ATCP 122 and the pyramids it regulated. His initial reticence was based upon a natural inclination not to challenge what was then a novel means of marketing. Perhaps my interest at the time was based upon my undergraduate degree in marketing from Northwestern University and the stimulation provided by my mentor Stuart H. Britt. The substance of Professor Westing‘s testimony was that pyramids provided a form of ―forseeability‖ that enabled them to succeed notwithstanding non-competitive products, overlapping marketing areas and saturated markets. In this context ―forseeability‖ was the element that let every new applicant see not only how he could recruit for profit but also that all those he recruited could similarly recruit, ad infinitum. In other words, there was no barrier within the terms of the pyramid plan to continued recruiting. In essence, a pyramid is an endless chain in the guise of a business offering. This provides considerable leverage to pyramids because they could appeal to business success stories rather than the clearly gambling elements of a chain letter or lottery. Also they had the advantage of appearing, at first glance, as businesses to regulators and legislators – thus a foothold that has lasted until today.
Ch.2- 64
Perhaps Wisconsin was fortunate in having a pyramid type endless chain reviewed, in 1907, by the Wisconsin Supreme Court in Twentieth Century Co. v. Quilling 130 Wis. 318, 319-20, 110 N.W. 174 (1907), the scheme involved the right to sell a ―pole and thill coupling‖ to others: It was further agreed that each person to whom a sale was made should have the same right as the defendant to sell exclusive territorial rights in other counties, and the purchasers from him still the same rights, and so on without limits. We are unable to regard such a project as a legitimate business enterprise . . . . it will infallibly leave a greater or less crown of dupes at the end with no opportunity to recoup their losses because the bubble has at last burst. It contemplates an endless chain of purchasers, or, rather a series of constantly multiplying endless chains, with nothing but fading rainbows as the reward of those who are unfortunate enough to become purchasers the moment before the collapse of the scheme.
What Twentieth Century did was focus Wisconsin‘s efforts towards the endless characteristics of a pyramid. This was reflected in ATCP 122. ANALYSIS The controlling element of every pyramid I have examined is that reflected in ATCP 122: ATCP 122.02 Definition. (1) ―Chain distributor scheme‖ is a sales device whereby a person, upon a condition that the person make an investment, is granted a license or right to recruit for profit one or more additional persons who also are granted such license or right upon condition of making an investment and may further perpetuate the chain of persons who are granted such license or right upon such condition. A limitation as to the number of persons who may participate, or the presence of additional conditions affecting eligibility for the above license or right to recruit or the receipt of profits therefrom, does not change the identity of the scheme as a chain distributor scheme. (emphasis supplied) Once product sales and lower level introductory positions are stripped from the plan, the skeleton remaining is one where the recruit, for an investment (usually in the form of a minimum purchase or minimum monthly purchases), earns the right to recruit others in the same manner he was recruited. The elements presented by this scenario are as follows: 1. The rules by which the pyramid operates are initiated, administered and enforced by the sponsoring company. 2. The recruit seeking to participate in the pyramidal elements of the offering must make a purchase or series of purchases i.e. an ―investment‖. Usually this is a purchase from a recruiter who obtains his product from the sponsoring company at a discount from the amount paid by the recruit. 3. The required purchase generates profit to the recruiter and the sponsoring company from whom the product is purchased. 4. At the time the recruit makes his purchase investment he is fully aware that once reaching the distributive position for which the investment is made, he will be able to recruit others and profit in the manner described in Nos. 1,2, and 3 above. 5. Furthermore, the recruit realizes that his chances for recruiting others in a manner which will generate to him the profits above discussed are significantly enhanced by his ability to offer, pursuant to the plan of the sponsoring company, those recruits the same right (or in terms of ATCP 122 – ―such license‖) as he obtained with his investment. 6. All future recruits within this narrative will have the identical rights as those of the first recruit, including the ability to offer to their recruits such rights, ad infinitum.
Ch.2- 65
7. The plan does not diminish the right to recruit, upon investment, at any time along the chain (such as regional managers recruiting district managers who in turn recruit sales agents). If it did, the element of ―forseeability‖ would deter the first recruit from joining, since his recruits would not enjoy the same recruiting rights as he does, and thus be much less likely to join. 8. It is the ―endless‖ element of these proposals that distinguishes pyramids from other business offerings that do not contain that element.
DISCUSSION A pyramid is much like a lottery, its mechanism is what makes it illegal – because the mechanism has no limit in its implementation. Many chain schemes are classified as lotteries, see for instance sec. 945.12 of the Wisconsin Statutes: 945.12 Endless sales chains. Whoever sets up, promotes or aids in the promotion of a plan by which motor vehicles are sold to a person for a consideration and upon the further consideration that the purchaser agrees to secure one or more persons to participate in the plan by respectively making a similar purchase and in turn agreeing to secure one or more persons likewise to join in said plan, each purchaser being given the right to secure money, credits, goods or something of value, depending upon the number of persons joining in the plan, shall be held to have set up and promoted a lottery and shall be punished as provided inhttp://folio.legis.state.wi.us/cgi-bin/om_isapi.dll?clientID= 78254&infobase=stats.nfo&jump=945.02&softpage=Document - JUMPDEST_945.02 s. 945.02. The further prosecution of any such plan may be enjoined.
This analysis goes directly to the element of the plan that makes it a pyramid. Take away the right to offer future recruits the same rights to profit and recruiting held by the recruiter and the plan fails – or must exist on other legal or illegal marketing elements. The FTC in the Amway decision appeared to recognize this critical factor, and then ignored it by concluding that retail sales and buy back provisions in the plan somehow changed it into a legal enterprise. A lottery is not made legal by adding requirements to participation or requiring acts, which would, in theory, mitigate the impact of the lottery. An illegal lottery is rendered legal by eliminating one of the elements of prize, chance and consideration. A pyramid is rendered legal by eliminating either the investment or the unbridled right to pass on recruiting rights identical to those held by the recruiter. In the case of a pyramid, neither of these elements is critical to a bona fide business. While requirements of bona fide retail sales and buy backs would undoubtedly mitigate the impact of a pyramid, they would also destroy the pyramid if truly enforced – just as the theatre referenced in footnote 3 would go broke if it truly let any meaningful number of persons participate in its lottery without buying a ticket to the movie. As previously discussed in my petition to the Chairman of the Commission, from an enforcement standpoint, it would be impossible to monitor the efficacy of a retail sales or buy back rule at the time a pyramid started up and likely impossible to validate at the time when the pyramid collapsed and the company disappears. The other scenario, much more dangerous, is that the company continues in business and has the economic and political resources to deter the Commission from even determining whether the retail sales and buy back rules are in fact enforced. It is for these reasons that I contend that the only way to prevent a pyramid from operation is to prohibit it, like a lottery, and require the company to eliminate one of the pyramidal elements before operating. In theory, a buy back rule could result in the conclusion that no ―investment‖ was made since the money could be returned if requested. If this were the case, it would be the legal obligation of the defendant to prove that the buy back is readily and universally
Ch.2- 66
available to the extent that no ―investment‖ was made. Here, it would be the legal burden of the defendant, not the government, to prove the plan was not a pyramid. CONCLUSION I have no doubt that you are fully aware of the damage that a pyramid can cause. My recollection is that pyramids virtually destroyed the government infrastructure of Romania and areas of Russia. They clearly have taken billions from the thousands of participants over the years, not to speak of the diversion of funds from legitimate business enterprises. I recognize the difficulty the Commission has in undoing the Amway decision. However, if there was ever a time to reverse this trend it has to be now. I strongly urge you to focus your marketing and economic talents toward the ―forseeability‖ element referenced by Professor Westing and less towards traditional marketing analysis of products and markets. As I previously indicated, I believe the MLM – Pyramid distinction to be illusory. Proof of emphasis on retail sales and other distinctions that may mask the ―investment‖ element neither go to the heart of the pyramid analysis nor escape the enforcement problems discussed above concerning the retail sales and buy back rule. I wish I had copies of Prof. Westing‘s testimony, but it was 30 years ago. If you would like other information or documentation I would be pleased to supply it. I sincerely ask for your comments on this memorandum, including areas where you think my legal or marketing analysis is flawed. I am not working on commission in respect to these matters. I ask that this document, sent by e-mail, be currently treated as confidential, or at least not published, until we have had a further chance to discuss it. Be advised that I am sending copies of this correspondence to Prof. Keep, Ms. Perkins, and Taylor and Fitzpatrick. Attached to the e-mail is a copy of the Fortune In Motion opinion. Please note ATCP 122 set forth below. Thank you for your time and consideration. Bruce Craig NOTE: In the Wisconsin law Chain Distributor Schemes are considered an unfair trade practice (The FTC should take note.): ATCP 122.01 Unfair trade practice. The promotional use of a chain distributor scheme in connection with the solicitation of business investments from members of the public is an unfair trade practice under s. 100.20, Stats. When so used the scheme serves as a lure to improvident and un-economical investment. Many small investors lack commercial expertise and anticipate unrealistic profits through use of the chance to further perpetuate a chain of distributors, without regard to actual market conditions affecting further distribution and sale of the property purchased by them or its market acceptance by final users or consumers. Substantial economic losses to participating distributors have occurred and will inevitably occur by reason of their reliance on perpetuation of the chain distributor scheme as a source of profit. (emphasis by author)
Ch.2- 67 Appendix 2H
Definitions of – or related to – illegal pyramid schemes in state statutes [Notes by JMT: Most of the states fail to specify the endless chain of recruitment in pyramid schemes, which would help to separate them from legitimate recruiting businesses. Also, in several states where a chain selling or recruitment program is exempt from being classified as a pyramid scheme if sales are made to anyone (not just to non-participants), or where buyback provisions are offered, the Direct selling Association has likely influenced the legislation – especially if modifications were recent. Except where otherwise noted, the text for each state is a direct quote of that state‘s definition. For a compilation of MLM laws in the 50 states, go to the web site for The Advocate Group at – www.theadvocategroup.net .] Alabama As used herein, ―pyramid sales structure‖ includes any plan or operation for the sale or distribution of goods, services, or other property wherein a person for consideration acquires the opportunity to receive a pecuniary benefit, which is based primarily upon the inducement of additional persons by that person, and others, regardless of number, to participate in the same plan or opera-tion, and is not primarily contingent on the volume or quantity of goods, services, or other property sold or distributed. [Ala. § Code 8-19-15 (19)] Alaska ―Chain distributor scheme‖ means a sales device whereby a person, upon condition that the person make an investment is granted a license or right to solicit or recruit for profit one or more additional persons who are also granted a license or right upon condition of making an investment and may further perpetuate the chain of persons who are granted a license or right upon the condition of investment. [Alaska Consumer Protection Act. AS § 45.50.561 (See definitions a.3)] Arizona ―Pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for the opportunity to receive compensation which is derived primarily from any person‘s introduction of other persons into participation in the plan or operation rather than from the sale of goods, services or intangible property by the participant or other persons introduced into the plan or operation. (Ariz. Rev. Stat. § 44-1731. Modified 3-5-2010) Arkansas A pyramiding device shall mean any scheme whereby a participant pays valuable consider-ation for the chance to receive compensation primarily from introducing one (1) or more additional persons into participation in the scheme or for the chance to receive compensation when a person introduced by the participant introduces a new participant. (Ark. Code Ann. § 4-88-109)
California An ―endless chain‖ means any scheme for the disposal or distribution of property whereby a participant pays a valuable consideration for the chance to receive compensation for introducing one or more additional persons into participation in the scheme or for the chance to receive compensation when a person introduced by the participant introduces a new participant. Compensation, as used in this section, does not mean or include payment based upon sales made to persons who are not participants in the scheme and who are not purchasing in order to participate in the scheme. (Cal. Penal § 327) Colorado ―Pyramid promotional scheme‖ means any program utilizing a pyramid or chain process by which a participant in the program gives a valuable consideration in excess of fifty dollars for the opportunity or right to receive compensation or other things of value in return for inducing other persons to become participants for the purpose of gaining new participants in the program. (Colo. Rev. Stat. Ann. § 6-1-102) Connecticut The advertisem*nt for sale, lease or rent, or the actual sale, lease or rental of any merchandise, service or rights or privileges at a price or with a rebate or payment or other consideration to the purchaser which is contingent upon the procurement of prospective customers procured by the purchaser, or the procurement of sales, leases or rentals of merchandise, services, rights or privileges, to other persons procured by the purchaser, is declared to be an unlawful practice rendering any obligation incurred by the buyer in connection therewith, completely void and a nullity. The rights and obligations of any contract relating to such contingent price, rebate or payment shall be interdependent and inseverable from the rights and obligations relating to the sale, lease or rental. (Conn. Gen. Stat. Ann. 42-105) Also – from State v. Bull Inv. Group, Inc. (1974) 351 A.2d 879, 32 Conn.Supp. 279:] Pyramid fraud law prohibits sale of rights or privileges where payment made or consideration given to purchaser is contingent on his procurement of prospective customers; since both vertical and horizontal pyramiding involve rebate or payment to purchaser which is contingent upon procurement of prospective customers procured by purchase, both forms of pyramiding are prohibited by this section. Delaware "Pyramid or chain distribution scheme" means a sales device whereby a person, upon a condition that the person part with money, property or any other thing of value, is granted a franchise license, distributorship or other right which person may further perpetuate the
Ch.2- 68 pyramid or chain of persons who are granted such franchise, license, distributorship or right upon such condition. (Del. Code Ann. § 2561) Florida A "pyramid sales scheme," which is any sales or marketing plan or operation whereby a person pays a consideration of any kind, or makes an investment of any kind, in excess of $100 and acquires the opportunity to receive a benefit or thing of value which is not primarily contingent on the volume or quantity of goods, services or other property sold in bona fide sales to consumers, and which is related to the inducement of additional persons, by himself or herself or others, regardless of number, to participate in the same sales or marketing plan or operation, is hereby declared to be a lottery, and whoever shall participate in any such lottery by becoming a member of or affiliating with, any such group or organization or who shall solicit any person for membership or affiliation in any such group or organization commits a misdemeanor of the first degree, punishable as provided in s. 775.082 or s. 775.083. For purposes of this subsection, the term "consideration" and the term "investment" do not include the purchase of goods or services furnished at cost for use in making sales, but not for resale, or time and effort spent in the pursuit of sales or recruiting activities. (Fla. Stat. Ann. § 849.091) \Georgia "Pyramid promotional scheme" means any plan or operation in which a participant gives consideration for the right to receive compensation that is derived primarily from the recruitment of other persons as participants into the plan or operation rather than from the sale of goods, services, or intangible property to participants or by participants to others. (Georgia Code § 16-12-38 (8) Hawaii A person engages in an unfair method of competition and an unfair or deceptive act or practice within the meaning of section 480-2 when, in the conduct of any trade or commerce, the person contrives, prepares, sets up, proposes, or operates any endless chain scheme. As used in this section, an endless chain scheme means any scheme for the disposal or distribution of property whereby a participant pays a valuable consideration for the chance to receive compensation for introducing one or more additional persons into participation in the scheme, or for the chance to receive compensation when a person introduced by the participant introduces a new participant. Compensation, as used in this section, does not mean or include payments based upon sales made to persons who are not participants in the scheme and who are not purchasing in order to participate in the scheme. [L 1970, c 28, §1; gen ch 1985] (Hawaii Rev. Stat. § 480-3.3) Idaho ―Pyramid promotional scheme‖ means any plan or operation in which a participant gives consideration for the right to receive compensation that is derived primarily from the recruitment of other persons as participants in the plan or operation rather than from the sales of goods, services or intangible property to
participants or by participants to others. (Idaho Code Ann. § 18-3101) Illinois The term ―pyramid sales scheme‖ includes any plan or operation whereby a person in exchange for money or other thing of value acquires the opportunity to receive a benefit or thing of value, which is primarily based upon the inducement of additional persons, by himself or others, regardless of number, to participate in the same plan or operation and is not primarily contingent on the volume or quantity of goods, services, or other property sold or distributed or to be sold or distributed to persons for purposes of resale to consumers. (815 Illinois Comp. Stat. 505/1) Indiana ―Pyramid promotional scheme‖ means any program utilizing a pyramid or chain process by which a participant in the program gives a valuable consideration exceeding one hundred dollars ($100) for the opportunity or right to receive compensation or other things of value in return for inducing other persons to become participants for the purpose of gaining new participants in the program. (Ind. Code Ann. 24-5-0.5-2) Iowa The advertisem*nt for sale, lease or rent, or the actual sale, lease or rental of any merchandise at a price or with a rebate or payment or other consideration to the purchaser which is contingent upon the procurement of prospective customers provided by the purchaser, or the procurement of sales, leases or rentals to persons suggested by the purchaser, is declared to be an unlawful practice rendering any obligation incurred by the buyer in onnection therewith, completely void and a nullity. The rights and obligations of any contract relating to such contingent price, rebate or payment shall be interdependent and inseverable from the rights and obligations relating to the sale, lease or rental. (Iowa Code Ann. 714.16) Kansas ―Pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for the opportunity to receive compensation which is derived primarily from any person‘s introduction of other persons into participation in the plan or operation rather than from the sale of goods, services or intangible property by the participant or other persons introduced into the plan or operation. (Kan. Stat. Ann. § 21-3762) Kentucky ―Pyramid distribution plan‖ means any plan, program, device, scheme, or other process by which a participant gives consideration for the opportunity to receive compensation or things of value in return for inducing other persons to become participants in the program. Ky. Rev. Stat. Ann. § 361) Louisiana ―Pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for
Ch.2- 69 the opportunity to receive compensation which is derived primarily from the person‘s introduction of other persons into a plan or operation rather than from the sale of goods, services, or intangible property by the participant or other persons introduced into the plan or operation. (La. Rev. Stat. Ann. § 361) Maine The organization of any multi-level distributor-ship arrangement, pyramid club or other group, organized or brought together under any plan or device whereby fees or dues or anything of material value to be paid or given by members thereof are to be paid or given to any other member thereof who has been required to pay or give anything of material value for the right to receive such sums, with the exception of payments based exclusively on sales of goods or services to persons who are not participants in the plan and who are not purchasing in order to participate in the plan, which plan or device includes any provision for the increase in such membership through a chain process of new members securing other new members and thereby advancing themselves in the group to a position where such members in turn receive fees, dues or things of material value from other members, is declared to be a lottery, and whoever shall organize or participate in any such lottery by organizing or inducing membership in any such group or organization shall be guilty of a misdemeanor, and upon conviction thereof shall be punished by a fine of not more than $5,000 or by imprisonment for not more than 11 months, or by both. (Me. Rev. Stat. Ann. Title 17, § 2305) Maryland ―Pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for the opportunity to receive compensation to be derived primarily from any person‘s introductions of other persons into participation in the plan or operation rather than from the sale of goods, services, or other intangible property by the participant or other persons introduced into the plan or operation. [Md. Title 8: 4: 8-404 § (a) (5)] Massachusetts [Note by JMT: While the applicable Massachusetts statute does not define pyramid schemes as such, it defines multi-level marketing and has some unique and very salient restrictions regarding MLM, particularly Ch. 93:69 (a), (d), and (e)] Section 69. (a) As used in this section the term "multi-level distribution company" shall mean any person, firm, corporation or other business entity which distributes for a valuable consideration, goods or services through independent agents, contractors or distributors, at different levels, wherein participants in the marketing program may recruit other participants, and wherein commissions, cross-commissions, bonuses, refunds, discounts, dividends or other considerations in the marketing program are or may be paid as a result of the sale of such goods and services or the recruitment, actions or performances of additional participants. (d) No multi-level distribution company or participant in its marketing program shall: (1) operate or, directly or indirectly, participate in the operation of any multi-level
marketing program wherein the financial gains to the participants are primarily dependent upon the continued, successive recruitment of other participants and where retail sales are not required as a condition precedent to realization of such financial gains; (2) offer to pay, pay or authorize the payment of any finder's fee, bonus, refund, override, commission, cross-commission, dividend or other consideration to any participants in a multi-level marketing program solely for the solicitation or recruitment of other participants therein; (3) offer to pay, pay or authorize the payment of any finder's fee, bonus, refund, override, commission, cross-commission, dividend or other consideration to any participants in a multi-level marketing program in connection with the sale of any product or service unless such participant performs a bona fide and essential supervisory, distributive, selling or soliciting function in the sale or delivery of such product or services to the ultimate consumer; or (4) offer to pay, pay or authorize the payment of any finder's fee, bonus, refund, override, commission, cross-commission, dividend or other consideration to any participant where payment thereof is or would be dependent on the element of chance dominating over the skill or judgment of such participant, or where no amount of judgment or skill exercised by the participant has any appreciable effect upon any finder's fee, bonus, refund, override, commission, crosscommission, dividend or other consideration which the participant may receive, or where the participant is without that degree of control over the operation of such plan as to enable him substantially to affect the amount of finder's fee, bonus, refund, override, commission, cross-commission, dividend or other consideration which he may receive or be entitled to receive. (e) Multi-level distribution companies shall not represent, directly or indirectly, that participants in a multi-level marketing program will earn or receive any stated gross or net amount, or represent in any manner, the past earnings of participants; provided, however, that a written or verbal description of the manner in which the marketing plan operates shall not, standing alone, constitute a representation of earnings, past or future. Multi-level distribution companies shall not represent, directly or indirectly, that additional distributors or sales personnel are easy to secure or retain, or that all or substantially all participants will succeed. (Mass. § 93:69) Michigan A pyramid or chain promotion is any plan or scheme or device by which (a) a participant gives a valuable consideration for the opportunity to receive compensation or things of value in return for inducing other persons to become participants in the program or (b) a participant is to receive compensation when a person introduced by the participant introduces one or more additional persons into participation in the plan, each of whom receives the same or similar right, privilege, license, chance, or opportunity. (Mich. Comp. Laws Ann. § 445.1528) Minnesota It shall be illegal for any seller or lessor to operate or attempt to operate any plans or operations for the
Ch.2- 70 disposal or distribution of property or franchise or both whereby a participant gives or agrees to give a valuable consideration for the chance to receive something of value for inducing one or more additional persons to give a valuable consideration in order to participate in the plan or operation, or for the chance to receive something of value when a person induced by the participant induces a new participant to give such valuable consideration including such plans known as chain referrals, pyramid sales, or multilevel sales distributorships. (Minn. Stat. Ann. § 325F.69) Mississippi The term ―pyramid sales scheme‖ includes any plan or operation for the sale or distribution of goods, services, or other property wherein a person for a consideration acquires the opportunity to receive a pecuniary benefit, which is not primarily contingent on the volume or quantity of goods, services, or other property sold or distributed to be sold or distributed to persons for purposes of resale to consumers, and is based upon the inducement of additional persons, by himself or others, regardless of number, to participate in the same plan or operation. (Miss. Code Ann. § 75-24-51) Missouri The term ―pyramid sales scheme‖ includes any plan or operation for the sale or distribution of goods, services or other property wherein a person for a consideration acquires the opportunity to receive a pecuniary benefit, which is not primarily contingent on the volume or quantity of goods, services, or other property sold or distributed or to be sold or distributed to persons for purposes of resale to consumers, and is based upon the inducement of additional persons, by himself or herself or others, regardless of number, to participate in the same plan or operation. (Mo. Ann. Stat. § 407.400) Montana (a)‖Pyramid promotional scheme‖ means a sales plan or operation in which a participant gives consideration for the opportunity to receive compensation derived primarily from obtaining the participation of other persons in the sales plan or operation rather than from the sale of goods or services by the participant or the other persons induced to participate in the sales plan or operation by the participant. (b) A pyramid promotional scheme includes a Ponzi scheme, in which a person makes payments to investors from money obtained from later investors, rather than from any profits or other income of any underlying or purported underlying business venture. (c) A pyramid promotional scheme does not include a sales plan or operation that: (i) subject to the provisions of subsection (6)(b)(v) (v) (A) provides for, upon the request of a participant deciding to terminate participation in the sales plan or operation, the repurchase, at not less than 90% of the amount paid by the participant, of any currently marketable goods or services sold to the participant within 12 months of the request that have not been resold or consumed by the participant; and (B) if disclosed to the participant at the time of purchase, provides that goods or services are not considered
currently marketable if the goods have been consumed or the services rendered or if the goods or services are seasonal, discontinued, or special promotional items. Sales plan or operation promotional materials, sales aids, and sales kits are subject to the provisions of this subsection (6)(b)(v) if they are a required purchase for the participant or if the participant has received or may receive a financial benefit from their purchase. (Mont. Code Ann. § 30-10-324) Nebraska Chain distributor scheme also known as pyramid sales shall mean a sales device whereby a person, upon a condition that he or she make an investment, is granted a license or right to recruit for profit one or more additional persons who also are granted such license or right upon condition of making an investment and may further perpetuate the chain of persons who are granted such license or right upon such condition. (Neb. Rev. Stat. § 87-301) Nevada A ―pyramid promotional scheme‖ means any program or plan for the disposal or distribution of property and merchandise or property or merchandise by which a participant gives or pays a valuable consideration for the opportunity or chance to receive any compensation or thing of value in return for procuring or obtaining one or more additional persons to participate in the program, or for the opportunity to receive compensation of any kind when a person introduced to the program or plan by the participant procures or obtains a new participant in such a program. (Nev. Rev. Stat. Ann. § 598.100) New Hampshire ―Chain distributor scheme‖ means a sales device whereby a person, upon condition that he make an investment, is granted a license or right to solicit or recruit for profit or economic gain one or more additional persons who are also granted such license or right upon condition of making an investment and may further perpetuate the chain of persons who are granted such license or right upon such condition. (N.H. Rev. Stat. Ann. § 358-B:1) New Jersey [Note by JMT: New Jersey was the only state for which I could not find anything resembling a statute defining or restricting pyramid or chain selling schemes, but I found this excerpt from an informative article by Eric Witiw in the Law Review of Seton Hall University School of Law:] Who would not like to make a 700% return on an investment in a relatively short period of time? Although this offer is obviously too good to be true, over the last sixty years countless people have fallen victim to this allure. In fact, fraudulent pyramid investment schemes recur regularly. To address this problem, New Jersey's Legislature considered a bill which would have prohibited pyramid scams, but ultimately declined to enact any new legislation. Although the state may bring civil actions against a
Ch.2- 71 promoter under the Consumer Fraud Act and the Uniform Securities Law and criminally prosecute under the theft statute and the Uniform Securities Law, case law, including the appellate division decision State of New Jersey v. Frederica Bey and the New Jersey Supreme Court decision State v. DeLuzio, raises the question of whether New Jersey, like Delaware and Michigan, should adopt legislation prohibiting pyramid promotion scams. The defendant, in Bey, was acquitted of theft by deception. On appeal, the New Jersey Superior Court, Appellate Division, overturned the defendant's conviction for promoting an illegal lottery after concluding that pyramid schemes do not fall within the statute which prohibits illegal lotteries. This decision, however, is more significant for the fact that it reveals a conflict in two lines of cases: one construing pyramid investments as merchandise under the Consumer Fraud Act and the other holding pyramid investments as securities under the Uniform Securities Law. (Article on New Jersey Law: ―Selling The Right to Sell the Same Right to Sell: Applying the Consumer Fraud Act, the Uniform Securities Law and the Criminal Code to Pyramid Schemes‖ 1996, 26 Seton Hall L. Rev. 1635) New Mexico ―pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for the opportunity to receive compensation which is derived primarily from any person‘s introduction of other persons into participation in the plan or operation rather than from the sale of goods, services or intangible property by the participant or other persons introduced into the plan or operation. (N. M. Stat. § 57-13-2) New York As used herein a ―chain distributor scheme‖ is a sales device whereby a person, upon condition that he make an investment, is granted a license or right to solicit or recruit for profit or economic gain one or more additional persons who are also granted such license or right upon condition of making an investment and may further perpetuate the chain of persons who are granted such license or right upon such condition. . . It does not include sales demonstration equipment and materials furnished at cost for use in making sales and not for resale. (N. Y. Gen. Bus. Law § 359-fff) North Carolina ―Pyramid distribution plan‖ means any program utilizing a pyramid or chain process by which a participant gives a valuable consideration for the opportunity to receive compensation or things of value in return for inducing other persons to become participants in the program; and "Compensation" does not mean payment based on sales of goods or services to persons who are not participants in the scheme, and who are not purchasing in order to participate in the scheme. [N. C. Gen. Stat. Ann. § 14291.2 (b)]
North Dakota ―Pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for the opportunity to receive compensation which is derived primarily from any person‘s introduction of other persons into participation in the plan or operation rather than from the sale of goods, services, or intangible property by the participant or other persons introduced into the plan or operation. (N.D. Cent. Code § 51-16.1-01) Ohio ―Pyramid sales plan or program‖ means any scheme, whether or not for the disposal or distribution of property, whereby a person pays a consideration for the chance or opportunity to receive compensation, regardless of whether he also receives other tights or property, under either of the following circ*mstances: (1) For introducing one or more persons into participation in the plan or program; (2) When another participant has introduced a person into participation in the plan or program. (Ohio Rev. Code Ann. § 1333.91) Oklahoma ―Pyramid promotional scheme‖ means any plan or operation by which a participant gives consideration for the opportunity to receive compensation which is derived primarily from the person‘s introduction of other persons into the plan or operation rather than from the sale of goods, services or intangible property by the participant or other persons introduced into the plan or operation. (Okla. Rev. Stat. § 21-1071) Oregon ―Pyramid club‖ means a sales device whereby a person, upon condition that the person make an investment, is granted a license or right to solicit or recruit for economic gain one or more additional persons who are also granted such license or right upon condition of making an investment and who may further perpetuate the chain of persons who are granted such license or right upon such condition. ―Pyramid club‖ also includes any such sales device which does not involve the sale or distribution of any real estate, goods, or services, including but not limited to a chain letter scheme. (Or. Rev. Stat. Ann. § 646.609) Pennsylvania The terms ―Chain-Letter Plan‖ or ―Pyramid Club‖ mean any scheme for the disposal or distribution of property, services or anything of value whereby a participant pays valuable consideration, in whole or in part, for an opportunity to receive compensation for introducing or attempting to introduce one or more additional persons to participate in the scheme or for the opportunity to receive compensation when a person introduced by the participant introduces a new participant. (73 Pa. Stat. Ann. § 201-2) South Carolina Any contract or agreement between an individual and any pyramid club, or other group organized or brought together under any plan or device whereby fees or dues or anything of material value to be paid or given by
Ch.2- 72 members thereof are to be paid or given to any other member thereof, which plan or device includes any provision for the increase in such membership through a chain process of new members securing other new members and thereby advancing themselves in the group to a position where such members in turn receive fees, dues or things of material value from other members, is hereby declared to be an unfair trade practice pursuant to § 39-5-20 (a) of the South Carolina Unfair Trade Practices Act of 1971.
deception and trickery to get it passed, with the support of Utah‘s Attorney General, whose main political donors were MLM companies. Similar tactics have been used by the DSA in other states.]
South Dakota ―Pyramid promotional scheme‖ defined. For the purposes of 37-33-1 to 37-33-11, inclusive, the term, pyramid promotional scheme, means any plan or operation by which a person gives consideration for the opportunity to receive compensation that is derived primarily from the introduction of other persons into the plan or operation rather than from the sale and consumption of goods, services, or intangible property by a participant or other persons introduced into the plan or operation. The term includes any plan or operation under which the number of persons who may participate is limited either expressly or by the application of conditions affecting the eligibility of a person to receive compensation under the plan or operation, or any plan or operation under which a person, on giving any consideration, obtains any goods, services, or intangible property in addition to the right to receive compensation. (S. D. Cod. Laws § 37-33-1)
(4) "Pyramid scheme" means any sales device or plan under which a person gives consideration to another person in exchange for compensation or the right to receive compensation which is derived primarily from the introduction of other persons into the sales device or plan rather than from the sale of goods, services, or other property. (Utah Code § 76-6a-2)
Tennessee A ―pyramid distributorship‖ means any sales plan or operation for the sale or distribution of goods, services or other property wherein a person for a consideration acquires the opportunity to receive a pecuniary benefit, which is not primarily contingent on the volume or quantity of goods, services or other property sold or delivered to consumers, and is based upon the inducement of additional persons, by such person or others, regardless of number, to participate in the same plan or operation. (Tenn. Code Ann. § 47-18-104) Texas ―Pyramid promotional scheme‖ means a plan or operation by which a person gives consideration for the opportunity to receive compensation that is derived primarily from a person‘s introduction of other persons to participate in the plan or operation rather than from the sale of a product by a person introduced into the plan or operation. (Texas Bus. & Com. Code Ann. § 17.461) Utah (b) "Compensation" does not include payment based on the sale of goods or services to anyone purchasing the goods or services for actual personal use or consumption. . . [Note by JMT: I personally testified against the SB182 amendment to the statute in 2006 which allowed for compensation for personal use. The DSA used
(2) "Consideration" does not include payment for sales demonstration equipment and materials furnished at cost for use in making sales and not for resale, or time or effort spent in selling or recruiting activities.
Vermont ―Chain distributor scheme‖ is a sales device whereby a person, upon a condition that he make an investment, is granted a license or right to solicit or recruit for profit or economic gain one or more additional persons who also are granted such license or right upon condition of making an investment and may further perpetuate the chain of persons who are granted such license or right upon such condition. ((06-031-002 Vt. Code R. §CF 101) Virginia ―Pyramid promotional scheme‖ means any plan or operation by which a person gives consideration for the opportunity to receive compensation a majority of which is derived from the introduction of other persons into the plan or operation rather than from the sale or consumption of goods, services, or intangible property by a participant or other persons introduced into the plan or operation. (Va. Code Ann. § 18-2.239) Washington ―Pyramid schemes‖ means any plan or operation in which a person gives consideration for the right or opportunity to receive compensation that is derived primarily from the recruitment of other persons as participants in the plan or operation, rather than from the bona fide sale of goods, services, or intangible property to a person or by persons to others. (Wash. Rev. Code Ann. § 19.275.020) West Virginia ―Pyramid promotional scheme‖ shall mean the organization of any chain letter club, pyramid club, or other group organized or brought together under any plan or device whereby fees or dues or anything of material value to be paid or given by members thereof are to be paid or given to any other member thereof, which plan or device includes any provision for the increase in such membership through a chain process of any members securing other new members and thereby advancing themselves in the group to a position where such members in turn receive fees, dues or things of
material value from other members.
Ch.2- 73
Appendix 2I
MLM programs can be considered flat line or pancake schemes MLM programs are shaped more like a flat-line with a bump in the middle than like a triangle or pyramid. MLMs are far worse than no-product pyramid schemes by any measure – loss rates suffered by participants, aggregate losses, and numbers of victims. A classic 1-2-4-8 no-product pyramid scheme, which does look something like a pyramid: O O O O O
O O O
O O O O
O O O
__________________________________________________________________________________
Binary MLM programs – displayed in 6-point type. The next line would be longer than a page. O OO OOOO OOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO
Binary MLM programs – displayed in 2-point type – which looks more like a line with a bump in the middle: The next line would be two pages long. O OO OOOO OOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO OOOOOOOOOOOOOOOO
__________________________________________________________________________________
Nu Skin‘s highly leveraged breakaway compensation plan – an even flatter line: Each distributor must have 5 Executives under him/her to qualify for breakaway commissions – and for rank advancement. The top person is a Blue Diamond – who receives over half of the commissions paid to a mega-pyramid of participants. By the 16th level, the number of distributors exceeds the adult population of the earth! Using 6-point type. The next line would exeed the width of the page. O OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO
Using 4-point type: it looks more like a flat line – or a pancake – than a pyramid. The next line would be about five pages long, and it would definitely look like a flat line – with a bump in the middle. O OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO OOOOO
Ch.2- 74
A MODEL STATUTE AGAINST “CHAIN DISTRIBUTOR SCHEMES” In the Wisconsin law Chain Distributor Schemes are considered an unfair trade practice (The FTC should take note.): ATCP 122.01 Unfair trade practice. The promotional use of a chain distributor scheme in connection with the solicitation of business investments from members of the public is an unfair trade practice under s. 100.20, Stats. When so used the scheme serves as a lure to improvident and un-economical investment. Many small investors lack commercial expertise and anticipate unrealistic profits through use of the chance to further perpetuate a chain of distributors, without regard to actual market conditions affecting further distribution and sale of the property purchased by them or its market acceptance by final users or consumers. Substantial economic losses to participating distributors have occurred and will inevitably occur by reason of their reliance on perpetuation of the chain distributor scheme as a source of profit.
Ch.3- 1
Chapter 3: MARKET SATURATION AND COLLAPSE – how established MLMs skirt two fundamental flaws in their systems Chapter contents
Impossible math of endless chains
Introduction and summary 3-1 The impossible math of endless chains 3-1 Exhibit 3a:MLMs are viral and predatory 3-2 The precedence of chain letters 3-3 No-product pyramid schemes 3-4 Market saturation and collapse 3-5 Exhibit 3b: MLMs exploding in Utah 3-6 Survey of households in a saturated market 3-7 Product-based pyramid schemes more harmful than no-product pyramid schemes 3-7 ―Pop and drop‖ in MLM growth‖ patterns 3-8 The 8 R‘s of MLM durability 3-8 The effects of unlimited recruitment 3-10 Conclusions 3-12 Appendix 3A: ―Market Saturation: an Inherent Problem,‖ by Dean VanDruff 3-13 Appendix 3B: Ackman's Pictures Tell the Story: Herbalife Oversaturates 3-18
A distinguishing characteristic of MLM is unlimited recruitment into a network of endless chains of recruitment. Each new recruit is empowered and motivated by a recruitment-driven and top-weighted compensation plan to recruit others in a ―downline‖ of participants beneath them, and these recruits are in turn motivated to recruit more recruits under them, and they still more under them, ad infinitum. MLMs assume an infinite market, which does not exist in the real world. They also assume virgin markets, which don‘t exist for long – which means they either collapse or repryamid into new markets. MLM is therefore flawed, uneconomic, and fraudulent. It is also extremely viral and predatory.
Introduction and summary This chapter expands on the concepts of market saturation and collapse introduced in Chapter 2. The impossible math of endless chains is explained. Chain letters evolved into pyramid schemes, which later evolved into MLMs with the introduction of products. However, this did not mitigate the financial losses suffered by participants, but instead increased them, as multitudes of participants had to share a smaller piece of the revenue pie. MLM promoters have been successful in convincing regulators, the press, and the general public that they operate on a different principle than ―pay-to-play‖ chain letters. However, careful examination reveals that MLMs operate on precisely the same principle as chain letters, except that they are carried to the ultimate extreme – rewarding unlimited recruitment of a whole network of endless chains of participants. Market saturation and collapse happens in MLM, but MLMs have found ways to circumvent the damage by ―repyramiding‖ and by getting a revolving door of investing participants to absorb the losses. They ultimately devolve to a state of continual collapse and recruitment to replace dropouts.
Recruitment of participants in an endless chain cannot continue indefinitely.
All of the hundreds of MLM programs I have analyzed are endless chain selling schemes. This is illustrated in a binary MLM that requires each participant to recruit two persons in order to be rewarded commissions on the purchases of those beneath them in the pyramid . And each of them must do the same, ad infinitum. To show how saturation is inevitable, in a binary system one person recruits two people, each of them two more, and they two more, etc., as follows: 1x2=2 2x2=4 4x2=8 8x2=16 16x2=32 32x2=64 64x2=128 128x2=256 256x2=512 512x2=1,024 1,024x2=2,048
Ch.3- 2 –and so on until by the 32nd person in the chain of recruitment, the total number of recruits exceeds the population of the earth. Of course, it happens much more quickly if three or more participants are recruited by each new recruit. For example, in a highly leveraged breakaway compensation plan, a person may need a minimum of 1,000 persons in his/her downline to be at the top, where most of the money is made. So to realize the substantial ―residual income‖ that Is promised, each person would have to recruit a downline of 1,000 persons, and they each 1,000 more, as follows: 1,000x1,000=1,000,000 (1 million) 1 millionx1,000= 1billion 1 billionx1,000= 1 trillion – which in only three complete downline recruitment campaigns (to reach the top level) is hundreds of times the population of the earth. The utter absurdity of unlimited recruitment of a whole network of endless chains of participants becomes apparent.
The point is that no matter when any endless chain selling scheme is halted or reaches a point of saturation, all those on the bottom are left in a losing position, which is the vast majority because of the pyramidal stacking of participants at the bottom who don‘t get paid. Any pyramid scheme, including MLM, is a mathematical trick played on unsophisticated new recruits.
Also, since each person who is recruited is empowered and motivated to recruit, MLMs can become extremely virulent. An illustration of the viral nature of MLM – like cancer – is depicted in Exhibit 3a. A classic article on market saturation. One of the earliest and best of the thousands of articles critical of MLM that has been posted on the web is one titled ―What‘s Wrong with Multi-level Marketing,‖ by Dean VanDruff.79 His section on market saturation is so well thought out and articulated that I am including it here as Appendix 3A. Anyone wishing to better understand the fundamental flaws in MLM as a business model would do well to read the entire article. Another excellent article by Matt Stewart on how retailers avoid market saturation (commenting on Bill Ackman‘s accusation that Herbalife is a pyramid scheme80) is found in Appendix 3B.
Exhibit 3a: Like cancer, MLMs are viral and predatory. MLM – as a business model that assumes an unlimited recruitment market – is not only flawed, uneconomic, and deceptive, it is also both viral and predatory, like a fastgrowing cancer or virus. MLM promoters promise prospects relief from financial want, but their programs result in loss and disappointment for the vast majority of recruits who churn through their predatory programs.
79
http://www.vandruff.com/mlm.html Posted on Seeking Alpha, Nov 25 2013 at – http://seekingalpha.com/article/1860081-ackmans-picturestell-the-story-herbalife-oversaturates 80
Ch.3- 3
The precedence of chain letters. For decades, consumers have been warned against ―pay-to-play‖ chain letters sent through the mail. As the Federal Trade Commission warns in its online article: ―The Lowdown on Chain Letters‖: Everybody's received them – chain letters or email messages that promise a big return on a small investment. The promises include unprecedented good luck, mountains of recipes, or worse, huge financial rewards for sending as little as $5 to someone on a list or making a telephone call. The simplest chain letters contain a list of names and addresses, with instructions to send something – usually a small sum of money – to the person at the top of the list, remove that name from the list, and add your own name to the bottom of the list. Then, the instructions call for you to mail or email copies of the letter to a certain number of other people, along with the directions of how they should "continue the chain." The theory behind chain letters is that by the time your name gets to the top of the list, so many people will be involved that you'll be inundated with whatever the chain promises to deliver. . . Whether you receive a chain letter by regular mail or email - especially one that involves money – the Federal Trade Commission reminds you that: Chain letters that involve money or valuable items and promise big returns are illegal. If you start one or send one on, you are breaking the law. Chances are you will receive little or no money back on your "investment." Despite the claims, a chain letter will never make you rich. Some chain letters try to win your confidence by claiming that they're legal, and even that they're endorsed by the government. Nothing is further from the truth.
The U.S. Postal Inspection Service offers the following warning about chain letters on its website81: A chain letter is a "get rich quick" scheme that promises that your mail box will soon be stuffed full of cash if you decide to participate. You're told you can make thousands of dollars every month if you follow the detailed instructions in the letter. A typical chain letter includes names and addresses of several individuals whom you may or may not know. You are instructed to send a certain amount of money – usually $5 – to the
person at the top of the list, and then eliminate that name and add yours to the bottom. You are then instructed to mail copies of the letter to a few more individuals who will hopefully repeat the entire process. The letter promises that if they follow the same procedure, your name will gradually move to the top of the list and you'll receive money -- lots of it. There's at least one problem with chain letters. They're illegal if they request money or other items of value and promise a substantial return to the participants. Chain letters are a form of gambling, and sending them through the mail (or delivering them in person or by computer, but mailing money to participate) violates Title 18, United States Code, Section 1302, the Postal Lottery Statute.. . . The main thing to remember is that a chain letter is simply a bad investment. You certainly won't get rich. You will receive little or no money. The few dollars you may get will probably not be as much as you spend making and mailing copies of the chain letter. Chain letters don't work because the promise that all participants in a chain letter will be winners is mathematically impossible. . . . Do not be fooled if the chain letter is used to sell inexpensive reports on credit, mail order sales, mailing lists, or other topics. The primary purpose is to take your money, not to sell information. "Selling" a product does not ensure legality. . .
―Pay-to-play‖ chain letters are passé. Unfortunately, both the FTC and the U.S. Postal Service are out of date in these recommendations. Decades have passed since ―pay-to-play‖ chain letters – and even no-product pyramid schemes – were a problem. They have been replaced by MLMs, or product-based pyramid schemes. Why would anyone take the risk of doing the former when they can dupe law enforcement, the media, and others into thinking that they are operating a legitimate ―direct selling program‖? The same results accrue from their endless chains of recruitment. Almost everybody82 loses money.
81
https://postalinspectors.uspis.gov/investigations/MailFraud /fraudschemes/sweepstakesfraud/ChainLetters.aspx
82
Approximately 99.7%. See Chapter 7.
Ch.3- 4
No-product pyramid schemes, or ―entrepreneurial chains‖ In case the reader has not already caught the significance of this information on chain letters, all pyramid schemes, including product-based pyramid schemes or MLMs, are built on the same principle as are chain letters – an endless chain of recruitment. And just like chain letters, the fundamental flaw in the system is that mathematically they don‘t work83 – except for those at the beginning of the recruitment chain who position themselves at or near the top of a pyramid of participants for pay purposes. They profit only at the expense of a revolving door of recruits who follow. New recruits are being sold a ticket on a flight that has already left the ground. The number of participants in an MLM, or product-based pyramid scheme, are generally many times those in a 1-2-4-8 noproduct pyramid scheme because there are typically many more levels in MLM.
MLM is characterized by unlimited recruitment of endless chains of recruits into pyramids of participants who buy products to ―play the game.‖ Those on the top are enriched by the purchases of those at the bottom.
83
VanDruff, Dean, ―What‘s Marketing,‖ available from www.vandruff.com/mlm
Wrong with his web
Multi-level site at
It is interesting that in the Koscot case84, the court wisely noted, ―The Commission has previously condemned so-called ―entrepreneurial chains‖ as possessing an intolerable capacity to mislead.85‖ This capacity has been demonstrated in literally thousands of MLMs (many now defunct) fashioned after the model of entrepreneurial chains which the FTC has allowed following the flawed 1979 ―Amway decision.‖ Unfortunately, this warning of an ―intolerable capacity to mislead‖ was set aside in favor of Amway‘s ―retail rules‖ which would supposedly mitigate the effects of the underlying flaws of any entrepreneurial chain, or MLM. However, the ―retail rules‖ were never enforced to any significant degree. Classic no-product pyramid schemes and product-based pyramid schemes. Some try to draw a distinction between classic, no-product pyramid schemes and MLM. But technically, it is a ―distinction without a difference‖86 – except for the obvious introduction of products into the pyramids of participants in an MLM program. That is why I coined the term ―product-based pyramid schemes‖ to distinguish MLMs from classic no-product pyramid schemes – while recognizing both as pyramid schemes (regardless of confusion over definitions87
The FTC warning of “entrepreneurial chains” possessing an “intolerable capacity to mislead” was set aside in favor of Amway’s “retail rules” which would supposedly mitigate the effects of the underlying flaws of any entrepreneurial chain, or MLM. However, the “retail rules” were not enforced. 84
In re Koscot Interplanetary Inc., 86 F.T.C. 1106, 1181 (1975), aff‘d.,Turner F.T.C., 580 F. 2d 701 (D.C. Cir. 1978) 85 Holiday Magic, Inc., Docket No. 8834, slip op. pp. 11-14 [84 F.T.C. 748 at pp. 1036-1039] (Oct. 15, 1974); Ger-RoMar, Inc., Docket No. 8872, slip op. pp. 8-12 [84 F.T.C. 95, at pp. 145-149] (July 23, 1974), rev'd in part 518 F.2d 33 (2d Cir. 1975). 86 Letter dated February 25, 2000, from Bruce Craig to Robert Pitofsky, Chairman of the FTC – and the official who drafted the Commission‘s Amway opinion in 1979 87
See Chapter 2.
Ch.3- 5
Market saturation and collapse Total saturation – or market saturation? In the 1979 case, Amway successfully argued to an FTC administrative law judge that saturation, theoretically associated with a pyramid scheme, had never happened and was not possible.88 However, it is important to draw a distinction between total saturation and market saturation. In a city of 100,000 people, one would not expect that it could support 100,000 direct selling distributors. Any expectation of such total saturation would be absurd unless everyone was selling only to oneself. However, it may be realistic for such a city to support 10-20 distributors, with each having a market of 5,000-10,000 prospects to whom to direct his or her sales efforts. Adding more sales persons would increase competition, making it more difficult for the existing sales force. So the market could be said to be saturated with only a few sales persons. And of course, market saturation can be extended not only to communities, but to whole countries and even the entire world. Eventually, to survive and grow, the MLM would have to introduce new product divisions or to promote to a whole new generation of unwitting recruits. Not being market analysts or statisticians, the FTC attorneys handling the 1979 Amway case entirely missed this distinction between total saturation and market saturation. With intense sales and marketing efforts in a given area, market saturation can occur rather quickly.
At any point in endless chain selling, all those on the bottom of the pyramid are left in a losing position, which is the vast majority of participants. MLM is a mathematical trick played on the unwary.
It is important to draw a distinction between total saturation and market saturation. A city of 100,000 people surely could not support 100,000 direct selling distributors. Any expectation of such total saturation would be absurd unless everyone was selling only to himself/herself. On the other hand, market saturation may be reached with only 10 or 20 distributors. Overlapping market saturation. In addition, distribution of products from numerous competing companies adds to the saturation of any given market for any given set of products. So whether or not market saturation has been reached with only e few MLM distributors in a city, the city could be said to have experienced overlapping market saturation from the efforts of distributors from multiple MLM companies recruiting in an area. By now many communities in the USA have experienced dozens, if not hundreds, of overlapping MLM recruitment campaigns since 1979. Such communities could be said to be heavily saturated. For example, in Utah County, Utah, is found the highest concentration per capita of MLM company headquarters in the U.S. In a randomized survey of consumers we conducted there89, we found four MLM distributors to every one MLM customer who was not a participant. Many residents complained of being approached over and over by MLM recruiters, including family members they otherwise respected. See Exhibit 3b, which shows the placement of MLMs based in Salt Lake and Utah counties (State of Utah), the most heavily saturated MLM market in the country. Utah County has had at least one MLM company for every 17,000 persons.
89
88
Robert L. FitzPatrick, Pyramid Nation: The Growth, Acceptance and Legalization of Pyramid Schemes in America, Pyramid Scheme Alert, page 39.
Jon M. Taylor, Who Profits from Multi-level Marketing (MLM)? Preparers of Utah Tax Returns Have the Answer. Consumer Awareness Institute, 2004. Note that since that time, the number of MLM companies in Utah has increased significantly, due in no small part to 2006 legislation exempting MLM from prosecution as pyramid schemes.
Ch.3- 6
Exhibit 3b: MLMs are exploding in Utah. The heaviest concentration of MLMs is in Salt Lake and Utah Counties, where MLMs are so concentrated that in one survey there were four MLM distributors for every one MLM customer (who was not participating in an MLM). Due to consumer resistance and market saturation, recruiters have been forced to expand aggressively beyond the state. There are hundreds of these MLMs flooding U.S. markets, resulting in heavy market saturation in many areas. Many have spread to less saturated markets overseas, and are now plundering vulnerable populations that can least afford it. MLM promoters promise relief from financial want, but their programs result in loss and disappointment for the vast majority of participants.
Ch.3- 7 Ultimate – vs. continuous – collapse. Another distinction is to be made between ultimate collapse and continuous collapse. Participants in no-product pyramid schemes race to cash in on the scheme before it collapses or is shut down by authorities. For persons familiar with the inherent flaws of a system that features recruitment of endless chains of participants as its primary customers, such schemes are fairly easy to recognize for what they are. It is a closed system that merely transfers money from those at the bottom to those at the top, and thus a money trap for all who join – with the exception of a tiny percentage that have obtained a position at the top of a pyramid. Mathematically, approximately 90% of all participants in classic 1-2-4-8 no-product pyramid schemes are guaranteed to suffer financial loss. This is because no matter how long it continues recycling through its series of pyramids, there will always be 87.7% to 93.3% beneath the person on the top who receives all the money – the exact loss rate depending on the number of those cashing in at the top who decide to start a new pyramid. So, as programs that promise unending or infinite expansion in a finite marketplace, pyramid schemes of all kinds are inherently flawed, unfair, and deceptive. In time, the public, the media, and law enforcement stiffen their resistance to further expansion, recruiting becomes difficult, and the scheme either collapses or is shut down by authorities. With MLM, the more successful MLMs escape total collapse by recycling a stream of new recruits through new markets and new product divisions. In effect, collapse is continuous, with any losses being born by the new recruits. Meanwhile, instead of collapsing, the company continues to grow, as long as it can continue aggressively recycling new recruits through its system. This process used to prevent market collapse by entering new markets or introducing new product divisions, I have labeled ―re-pyramiding.‖ Eventually, if the MLM can hang on long enough, a whole new generation awaits a newly repackaged ―opportunity‖ and the MLM is able to continue by exploiting their losses. This is what has happened with Amway (changed to Quixtar and later back to Amway) and Nu Skin (with its IDN, Big Planet, and Pharmanex product divisions). Each has gone
from country to country seeking new markets to avoid collapse and to appear to be growing.
Survey of households highly saturated market
in
a
In the aforementioned survey of households in Utah County, we found more interesting statistics. In the preceding year, 6.9% of households (about one in 15) had been approached to buy MLM products – without being sold an ―opportunity‖ connected with the purchases, usually at ―opportunity meetings.‖ Only 1.1% actually made purchases from an MLM company.6 During the same period, 56% of the households had been approached to participate in an MLM ―opportunity,‖ and 4.6% actually joined. Again, four ―distributors‖ per customer suggests a market of distributors selling to ―distributors,‖ not a market of direct sellers selling to legitimate customers.
Product-based pyramid schemes (MLMs) are more harmful than no-product pyramid schemes The loss rate for product-based pyramid schemes is much higher than for no-product schemes – in which all the money goes to the person at the top. In MLMs, a portion of the revenues are siphoned off for payments to products and infrastructure. And what remains is shared with thousands, or even hundreds of thousands of participants, very few of whom are paid enough in commissions to exceed even ―pay-to-play‖ purchases (to say nothing of operating expenses) necessary to progress or qualify for commissions. Many critics and regulators are hesitant to refer to MLMs as pyramid schemes. However, all the evidence gathered in this research suggests that recruitment-driven MLMs (which describes virtually all MLMs), or product-based pyramid schemes, are by far the most damaging of pyramid schemes – by any measure, whether it be loss rates, aggregate losses, or number of victims.
Ch.3- 8
The ―pop and drop‖ phenomenon in MLM ―growth‖ patterns. Because of the viral nature of MLMs, with their endless chain of recruitment, MLMs often experience rapid growth when entering new countries. However, as there is no significant customer base outside of the network of participants, eventually an MLM company will reach a point of market saturation in a given country. The revenues for that country will reach a peak and then taper off. This has been dubbed ―pop and drop,‖90 as illustrated in Exhibit 3c. The more resourceful MLMs will then go to another country and to the same thing all over again. And then to another country, and another, etc. Financial analysts may see this as growth, when In fact it is an essential survival strategy for mature MLMs. I prefer to use a term I created – ―repypramiding‖ – to describe the same phenomenon of creating new pyramids of participants in new markets to prevent market collapse.in unsustainable markets. $600.00 $500.00 $400.00 $300.00 Series1
$200.00 $100.00 $1
3
5
7
9
11 13
Exhibit 3c: ―Pop and drop‖ The numbers at the bottom represent the number of years from the time the MLM has entered a country. Revenues show rapid growth, followed by gradual decline to a small level of sales volume.
90
This phenomenon was demonstrated by William Ackman in his Sohn Conference presentation on December 20, 2012. The above illustration was for Herbalife in Japan from 1993-2005. A similar pattern was shown in Israel, Spain, France, Germany, and Russia.
Repyramiding into new markets is not true growth, but viral expansion to prevent market collapse.
The 8 R‘s of MLM durability More established MLMs have managed to avoid collapse and grow massive downlines, resulting in greater damage than no-product schemes. Whether or not deliberately planned as a survival strategy by the company‘s executives, I have observed what I call the ―8 R‘s of MLM durability‖: 1. Re-pyramiding. When MLM leaders see that the ―pyramid‖ is about to collapse, following a ―pop and drop‖ pattern as just described, they start a new product division or enter a new geographic region, all within the same corporate umbrella. This is a process I call ―re-pyramiding.‖ This makes possible a whole new ―ground floor opportunity‖ to participate in the ―hyper growth‖ of the company, or to ―ride the wave of opportunity.‖ This is what Amway has done with Quixtar; and Nu Skin has cycled through numerous countries and several product divisions, including Nu Skin, IDN, Big Planet, Pharmanex, and Photomax. We might assume that an MLM could reach market saturation when it has saturated readily available markets. But by repyramiding even to weak or developing countries, some have managed to continue recruiting world-wide indefinitely. MLMs may literally plunder those in these countries who are looking for relief from their struggles. 2. Rewards for misrepresenting. The profitability for the MLM and the payout to TOPPs (top-ofthe-pyramid promoters) is so great that promoters will routinely misrepresent both products and the ―opportunity‖ and will go to great lengths to keep the scheme going, including all of the following:
Ch.3- 9 3. Ruse – or rebranding. MLMs have been enormously successful in re-branding themselves as ―direct sales programs‖ that are exempt from laws against pyramid schemes. Even regulators, the Better Business Bureau, educators, and the media will be quick to condemn a no-product pyramid scheme, but will exonerate a far more exploitive product-based pyramid scheme (MLM) as ―direct selling.‖ They may claim that partici-pants can profit from seasonal or part-time selling – though primary incentives reward recruiting a large downline. It should be clear by now that a recruitment-driven MLM is actually an institutionalized pyramid scheme. Recruits in the hierarchy of ―distributors become unwitting agents in collecting pyramid investments (in the form of ―incentivized purchases) that fund the company and enrich top ―distributors.‖ Another ruse is the idea touted by promoters that their MLM ―eliminates the middleman.‖ In fact, MLM guarantees that it will create a whole network of thousands of middle-men to be paid off. No wonder their prices are so high! 4. Repeated investments (―pay to play‖). Although the cost of signing up as an MLM distributor is usually less than $100, the cumulative investment, in strongly incentivized ongoing purchases to ―stay in the game,‖ may amount to hundreds or even thousands of dollars over several months. Products are often sold on a subscription basis by automatic bank withdrawal to maintain cash flow and upline residuals. Often purchases are far beyond the needs of the buyers and are stockpiled or given away. Usually such purchases are discontinued when the person withdraws from the program. 5. Recruitment of a revolving door of replacements. MLM recruiters conduct ―body shops.‖ Those who drop out on the bottom levels are constantly being replaced with new recruits who believe the promises of wealth and time freedom – or a little additional income for persons who are struggling to make ends meet (but which almost always sets them further behind financially).
In actuality, the potential losses from the collapse of an MLM company is transferred to the stream of new recruits who buy into the program and leave, believing they ―failed to work the system‖ – not that the system has failed them. They were led by recruiters to believe that they were purchasing expensive products to take advantage of the ―opportunity of a lifetime‖ and that failing to succeed would be no one‘s fault but their own. A revolving door of recruits replaces dropouts.
6. Rationalization, self-blame and fear of retaliation. Self-deception is common in MLMs, making it the perfect con game. The very people who are being victimized are often its most ardent promoters – until they run out of resources and quit. They seldom complain to regulators, having been taught that any failure is their fault for not having tried hard enough, rather than the fault of the MLM. They may also fear self-incrimination for their own recruiting efforts – or retaliation from or to their upline or downline, which may include close friends and relatives. I discovered this fear factor when I worked for almost a year with about two dozen victims of Nu Skin‘s program. It took almost a year to get them to join together to file a group complaint with authorities. 7. Retail ―rules.‖ The trick for an MLM seeking to evade regulatory scrutiny is to create the illusion that retailing is being done by establishing ―rules‖ for minimum retailing with which distributors must comply – which are satisfied cosmetically so as not to arouse the attention of regulators. Compliance with these rules is not independently audited, nor are they
Ch.3- 10 reinforced by corresponding incentives in the compensation plan. MLM rule-making is ineffective without correcting problems in the compensation plan itself. You get the behavior you reward. 8. Recognition and credibility. Promoters may go to great lengths to enhance an MLM‘s legitimacy and credibility. Some donate heavily to influential politicians and political parties, to the Olympics, and to worthy, highly visible causes. Their support for these causes is given top billing at opportunity meetings and often given recognition by an unwitting press. And celebrities are hired to speak at MLM conventions. Top MLM officials and founders have been honored by university and civic groups.
MLMs hire celebrities to tout their programs.
Effects of unlimited recruitment Why MLM‘s explosive growth? The lucrative recruitment incentives of an MLM or product-based pyramid scheme are what accounts for its explosive growth – until it collapses or is shut down by authorities. Unlike chain letters or Internet report chains, very intensive person-to-person recruiting drives MLMs, with each new recruit under pressure to recruit numerous others to recover his/her costs of participation – let alone profit. MLMs are like a fast-growing cancer – extremely viral and predatory. Each new recruit has a personal stake in advancing the scheme so that he or she may profit from an expanding downline. New recruits are taught to ―be a product of the products‖ and to set the example of model recruiting and purchasing in suggested amounts so that others will duplicate their recruiting efforts and
purchases, carrying them to success on the backs of downline participants. Since the upline‘s income is dependent on the recruiting success of downline participants, the upline is motivated to promote aggressive recruitment. And new recruits expect help with their recruiting from their uplline in order to qualify for commissions and advancement in the scheme. This pressure from above and below can create explosive growth in recruitment and purchases by participants and sympathetic family members. Not only are participants promised huge rewards for recruiting large downlines, but also the compensation plan penalizes them for not doing so. Participants might even be taunted for ―leaving money on the table.‖ The pay plan serves as a constant reminder that their income could be multiplied many times over by increasing the body count of recruits and by achieving volume triggers to move up through the various payout levels. Does unlimited recruiting doom most participants to failure? It is not the recruiting per se that creates the problems, as recruiting is essential in many businesses (e.g., sales and executive recruitment). But unlimited recruiting of participating recruiters, each of whom is empowered and given incentives to recruit other recruiters, who are empowered to recruit still other recruiters, etc., in an endless chain, inevitably dooms the majority of participants to failure and loss. This is not true of real estate or insurance agencies, direct sales, and other legitimate businesses – even recruiting firms. Any endless chain marketing scheme is an unlimited recruiting program in a limited population of prospects – predetermined to failure and losses suffered by nearly all participants, with the exception of a few at or near the top (often those who got in at the beginning) of a pyramid of participants. So making promises of rewards comparable to earlier entrants is misleading and becomes a primary device for defrauding recruits. Like territorial franchises, MLMs could conceivably limit recruiting in a given area. This would conform to laws of supply and demand and the need to limit unfair
Ch.3- 11 competition. But limiting the number of participants is uncharacteristic of MLM. It would dampen the illusion of the potential for huge incomes for new recruits from what is typically portrayed as having unlimited potential. Such restrictions would render any pyramid scheme impotent. MLM gets even more fraudulent when the compensation plan rewards infinite expansion in time and space. Though not discussed elsewhere, I believe this deserves serious thought by anyone considering MLM participation. Not only does MLM feature an endless chain of recruitment, but commissions and bonuses on downline sales (even to participants) supposedly go on FOREVER. ―Residual income,‖ or payments-inperpetuity may work in principle on one level with creative writers, inventors, persons who sell insurance or annuities, etc. But in MLM, while such payments in perpetuity for more than one level increases the financial leverage of the upline, they also increase the mathematical absurdity of the whole system. In MLM, you actually have a system that features unlimited expansion in time and space in a marketplace that is lilmited in time and space. To anyone who perceives the mathematical absurdities, this makes MLM inherently flawed, unfair, and deceptive. When I was recruiting for Nu Skin, we were led to believe that the market or ―the opportunity‖ was unlimited. This almost gets into one‘s perception of the size and duration of the universe. When the program reaches market saturation in this world, will space travel make it possible to continue the endless chain of recruitment on other planets? To listen to Nu Skin‘s Blue Diamond spokesmen, one would think so. Other MLMs promote the same irrational talk about people being limited only by their efforts. The business press is easily fooled. From time to time, a business magazine publicizes a list of fastest growing companies in a state or in the country. What few business writers understand is that this is to be expected with any recruitmentdriven MLM, or product-based pyramid scheme. Even MLM promoters and
defenders acknowledge the rapid growth of MLM in the ―momentum phase,‖ followed by a leveling off period. What few acknowledge is that the leveling and decline periods are part of the natural progression from rapid momentum to market saturation and ultimate collapse – at least for most MLMs. Dr. Charles King of the University of Illinois at Chicago has proposed the ―curve of prosperity‖ that is experienced my MLM firms91. He suggests that they go through stages in a growth cycle from formulation to concentration, then from to momentum to stability.
Exhibit 3d: The curve of (MLM) prosperity
However, Dr. King fails to mention the phase of market saturation and collapse, labeled ―pop and drop.‖ described above. The MLM would collapse unless measures discussed above – such as re-pyramiding – are taken to replace the dropouts in a given market with new recruits from new markets. There is really no significant sustainable basis of retail customers who are not participants.
91
―The Curve of Prosperity,‖ Dr. Charles King, Success Magazine, June, 1993.
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Conclusions MLM is inherently flawed, unfair, and deceptive – and both viral and predatory. It bears repeating here that a fundamental flaw in all MLMs are compensation systems that empower and motivate each participant to recruit other participants in a network of endless chains of participants. MLMs assume an infinite market, which does not exist in the real world. They also assume virgin markets, which don‘t exist for long – which means they either collapse or repryamid into new markets. They are therefore fundamentally flawed, deceptive, and profitable only for founders and a few at or near the top of the pyramid of participants. They are also extremely viral and predatory. Markets quickly become saturated, and the MLM would collapse except for the ability of promoters to churn through a multitude of recruits who shoulder any potential losses. So the MLM is in a state of
continuous collapse, which is borne not by the company, but by new recruits. Again, this makes MLM as a business model profitable primarily for the first ones in who position themselves at or near the top of a pyramid of participants for pay purposes. So purchases made by a revolving door of hopeful new recruits enrich those at the top at the expense of the vast majority of participants who are positioned in a losing position beneath them in the pyramid of participants. MLM is an unfair and deceptive practice, far more so than noproduct pyramid schemes or any other packaged home business or income opportunity. revolving door of hopeful new recruits enrich those at the top at the expense of the vast majority of participants who are positioned in a losing position beneath them in the pyramid of participants. MLM is an unfair and deceptive practice, far more so than no-product pyramid schemes or any other packaged home business or income opportunity.
Just like the chain letter, MLM assumes the fallacy of both infinite markets and virgin markets. So MLM – with its endless chains of recruitment – is inherently flawed, unfair, and deceptive. MLM is also extremely viral and predatory.
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Appendix 3A
Market Saturation: An Inherent Problem92 Back to the Basics By Dean VanDruff A tutorial on market saturation hardly seems necessary in most business discussions, but with MLM, unfortunately, it is. Common sense seems to get suspended when considering if MLMs are viable, even theoretically, as a profitable means of distribution for all parties involved. This suspension is created by a heightened expectation of "easy money," but more on that later. New, Innovative? MLM can no longer claim to be new and, thus, exempt from the normal rules of the market and the way goods and services are sold. They have been tried and, for the most part, have failed. Some have been miserable failures in spite of offering excellent products. Marketing innovations are not rare in the modern world, as evidenced by the success of Wal-Mart, which found a more efficient and profitable way to distribute goods and services than the status quo, providing lasting value to stockholders, employees, distributors, and consumers. But this is not the case with any MLM to date, and after 25 years of failed attempts, it is time to point out the reasons why. Don't Some People Make Money in MLM? First, we will analyze the "driving mechanism" of MLMs. We will detail how they are intrinsically unstable, guaranteed by design to oversaturate the market with no one noticing. We will look at why MLMs can never equalize into profitability the way companies in the real world can, so that the result will be that the organization as a whole cannot, even in theory, be profitable. When this inevitable destiny occurs, the only money to be made is not from the product or service but from the losses of people lower down in the organization. Thus the MLM organization becomes exploitative, and many high-level MLM promoters have been shut down, the "executives" incarcerated, for selling the fraud of impossible success to others. Other, larger MLMs have survived by hiring large batteries of attorneys to ward off federal prosecutors, even bragging about the funds they have in reserve for this purpose. The unfortunate "distributor" at the bottom is the loser, and once this becomes apparent beyond all the slick videotapes and motivational pep-talks, good people start to get a bad taste in their mouths about the whole situation. So, yes, money can be made with MLM. The question is whether the money being made is legitimate or "made" via a sophisticated con scheme. And if MLM is "doomed by design" to fail, then the answer is, unfortunately, the latter. But how exactly does this happen, and must it always?
92
From ―What‘s Wrong with Multi-level Marketing,‖ by Dean vanDruff at - http://www.vandruff.com/mlm.html
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Doomed by Design? The first question is this: Is any company choosing this marketing strategy destined to fail, to degenerate into an exploitative venture, regardless of how good the product is? To see this clearly we must go through an, otherwise, obvious and elementary discussion of how any business must be careful not to overhire, overextend, or oversupply a market. The Real World Any business must carefully consider supply and demand. For example, if the ReVo Corporation thinks that it will have a full-fledged fad on their ovoid sunglasses next summer, perhaps they should plan to build and distribute, say, 10M units. This involves gearing up factories, setting up distribution and dealer networks, and carefully managing the inventories at each level so that ReVo will still have credibility with their distributors, retail outlets, and the public the following year. If it turns out that there is a "run" on ReVo products, and they sell out in mid-June, then they have miscalculated demand and will miss out on profits they could have made. The more serious problem, however, is overestimating the saturation point for the product. If they make 10M units, and sell only 2M units, this may be the end of ReVo as a company. The all-too-obvious point here is that management of supply and demand, and keen insight into realistic market penetration and saturation are crucial to any business, for any product or service. Mismanagement of this aspect of a business will eclipse good market access, excellent product design, human resource assets, production quality, and so on. Simply stated, a failure to "hit the target" of supply and demand can ruin a company if the market is oversaturated. Market Dynamics and the End of the Cold War Interestingly, the issue of supply and demand is what brought the USSR to its knees. By design, the Soviet government tried to macro-manage supply, where bureaucrats would decide how many potatoes were needed, how much toilet paper, etc. Assuming these bureaucrats did the best they could, unfortunately their efforts to deliberately manipulate the control "knob" of supply and demand was not good enough. Notwithstanding their good intentions, they were usually wrong, which created huge shortages and surpluses, and led to a massive economic collapse. Seeing the disastrous end of market naiveté in Russia should help clarify the fundamental problem with the MLM approach. In the real world, the profit of a company is directly related to the skill and prescience of the "hand" on the "supply knob," so to speak. In the USSR, that "hand" could not react fast or accurately enough to market realities through the best efforts of the bureaucrats. With MLMs, the situation is much worse. Nobody is home. Even the Soviets had someone thinking about how much was enough! If the bureaucrat in Russia was having a hard time trying to play Adam Smith's "invisible hand" in setting the
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supply level in the Soviet Union, then an MLM "executive" is in a truly unfortunate position. Not only is there no one assigned to make the decision of how much is enough, the MLM is set up by design to blindly go past the saturation point and keep on going. It will grow till it collapses under its own weight, without even a bureaucrat noticing. MLM is like a train with no brakes and no engineer headed full-throttle towards a terminal. "Everyone Will Want to Buy This Product!" All products and services have partial market penetration. For example, only so many people wish to use a discount broker, as evidenced by the very successful but only partial market penetration of Charles Schwab. Not everyone wishes to join a particular discount club, or buy gold, or drink filtered water, or wear a particular style of shoe, or use any product or service. No one in the real world of business would seriously consider the thin arguments of the MLMers when they flippantly mention the infinite market need for their product or services. The Demand Problem: Of Widgets and MLMs Imagine a neat new product called a Widget that will sell for $100 (a fixed price, to keep it simple). Now, while everyone could use a Widget, not everyone will. Some will be afraid of anything new. Some will be loyal to existing brands. Some will want to buy an inferior product for less money. Some will want a more expensive product for prestige, regardless of quality. The reasons go on and on, and the fact is that only "X" Widgets will sell at $100. The question for would-be marketeers is... what is "X," and how can it be predicted to maximize profits? The fact that "X" is hard to pin down does not mean that it does not exist, and every Widget built beyond "X" will end up producing a problem for the organization. The market only wants "X" Widgets at $100. What are you going to do with your extra inventory of Widgets beyond "X" that no one wants, and the sales people you hired to sell them? No one can perfectly predict "X," and the situation is not nearly as simple as considered here, but the objective for marketeers is to forecast "X" as closely as possible in order to provide lasting value to all parties involved: to avoid missed opportunities as well as waste, loss, or failure. The MLM Forecasting Approach: Ignoring the Target Who has an eye on "X," the point of market saturation at a given price, in an MLM? Well, the funny thing, or perhaps the tragic thing, is that "X" will be reached and exceeded without anyone noticing or caring. Let's just suppose that "X" has been reached today in a particular MLM; the number of possible units sold at this price has just been exceeded, and you happen to be a starry-eyed prospect sitting in an MLM meeting listening to the pitch. Now consider: Does anyone in this company know about "X"? Does anyone care? Is the issue being suppressed on purpose for some other motive? Since we are supposing that the market saturation number "X" has been reached, everyone joining the MLM from now on is buying into a false hope. But that is not what the
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speaker will be saying. He will be telling you, "Now is the time to join. Get in on the 'ground floor'." But it is all a lie, even though the speaker may not know it. The total available market "X" has been reached and nobody noticed. All the distributors will lose from here on out. Could this be you? How could you possibly know at what point you will become the liar in an MLM? Pop or Drop Perhaps a better paradigm than the runaway train analogy offered earlier of how MLMs perform over time is this: a helium balloon let loose in an empty room with a spiked ceiling, where product quality is analogous to the amount of helium. The better the product, the faster the balloon will rise, accelerating unhindered, towards disaster. The other option would be the case of a lousy product, in which case the balloon will sink of its own accord, never getting off the ground. To be sure, equilibrium is not in the cards, except perhaps as an accident, and then only temporarily. MLMs are intrinsically unstable. For any company that chooses an MLM approach, it's pop or drop.93 MLMs vs. the Real World The basic question that needs to be asked is this: If this product or service is so great, then why isn't it being sold through the customary marketing system that has served human society for thousands of years? Why does it need to resort to a "special marketing" scheme like an MLM? Why does everyone need to be so inexperienced at marketing this! Is the product just a thin cover for what is really a pyramid scheme of exploiting others? But more on that later. From Contracted, Protected Distribution . . . to Mayhem Imagine that Wendy's became suddenly possessed by the idea that "everyone needs to eat," and opened four Wendy's franchises on the four corners of an intersection in your neighborhood. Who would benefit from this folly? The consumer? Certainly not the franchises; they would all lose. Wendy's corporate? Perhaps temporarily, by speculative inventory sales while the unfortunate franchises were under the delusion that they could all make money. But in the end, the negative image of four outlets dying a slow death would likely offset the temporary inventory sales bubble. Even the most unreflective of the hapless franchisees would think twice about doing business in such a manner again. This is why real-world distributorships and franchises are contractually protected by territory and/or market. Again, the simple fact is that even the most successful products will have partial market penetration. The same is true for services. Demand and "market share" are finite, and to overestimate either is catastrophic. So why are MLM promoters obscuring this? Who is in control of the supply "knob," carefully and skillfully managing the size of the distribution channels, number of salespeople, inventory, etc., to insure the success of all involved in the business? The truth is chilling: nobody. 93
For more on the ―pop and drop‖ phenomenon In MLM, go to the section preceding ―The 8 R‘s of MLM durability.‖
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Imagine trying to write a computer model of how MLMs work, and you will see this point most vividly. An MLM could never work, even in theory. Think about it. The People Machine Chernobyl had a control system that failed. MLMs have no control mechanisms at all.Where is the "switch" that can be flipped in an MLM when enough sales people are hired? In a normal company a manager says, "We have enough, let's stop hiring people at this point." But in an MLM, there is no way to do this. An MLM is a human "churning" machine with no "off button." Out of control by design, its gears will grind up the money, time, credibility, and entrepreneurial energy of well-meaning people who joined merely to supplement their income. Better to just steer clear of this monster to begin with. There is simply no way to avoid the built-in failure mechanism of MLMs. If a company chooses to market this way, it will eventually "hire" (with no base pay and charging to join) far too many people. Thus, the only "control system" will be the inevitable losses and subsequent bad image the MLM company will gain after it does what it was designed to do: fail. And sooner or later we have got to stop blaming this particular MLM company or that, and admit that the MLM technique itself is fundamentally flawed.
When MLMs (requiring endless chains of recruitment) came along and introduced unique and exotic products with complicated pay plans, charismatic leaders, palatial home offices, and donations to influential political candidates and charitable causes; promoters were able to dupe regulators, legislators, and many in the media into believing that they were legitimate “direct selling companies.”
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Appendix 3B Ackman's Pictures Tell The Story: Herbalife Oversaturates From a Seeking Alpha article by Matt Stewart Last Friday, Pershing Square presented at the Robin Hood Investment Conference a summary of their pyramid scheme thesis for Herbalife (HLF). . . . When I was in college, I worked as a real estate analyst for Canada's largest grocery store chain. My summer job was to analyze potential sites for retail viability. Specifically, we would model/proforma an income statement for a given retail location using bottom-up analysis. The analysis was always the same. We started with a simple question: "How many people live within the trade area of our site?" From there we used government census data to assess the demographic information of the people who lived in the site's trade area. eg. What was their annual income? How much were they likely to spend on groceries per week, etc. We mapped a primary trade area around each site in 1/4 square mile blocks. Within each cell on the grid we knew exactly how many people lived there and what their weekly spend was likely to be on groceries. We then estimated the % market share we were likely to earn from each cell on the grid. Multiplying the market share % by the # of people in the grid by the estimated weekly grocery spend allowed to us to work-up our revenue model. We went through this process in detail cell by cell/block by block until we had a proforma. The exercise continued by mapping competitors on the map. In each geographic location/micro-market we competed in we pretty much knew how much business was available (market size), how much volume the competitors were doing, and what our own opportunity set looked like. There are 4 microeconomic truths that we always had to contend with when doing our store proformas. 1) The size of the total market in any given geography for groceries is finite. 2) There is only enough room for so much sales per square foot/so many stores per geography 3) If an area gets overserviced/overstored in the short-run all market participants will suffer. 4) In the long-run if an area gets overserviced/overstored the weakest market participants will fail. Pershing Square's diagrams in their presentation demonstrate the "rational" location of various McDonald's Restuarants in and around the Queens area. It is easy for investors to imagine the trade area that surrounds each of these locations. Presumably, there are enough customers who desire to eat fast food on a daily basis to make each one of these locations economically viable for both the franchisor and franchisee. What we don't see from the image is evidence of location overlap. It appears, visually, that each McDonald's franchisee enjoys some level of territorial exclusivity. At the margin, each store competes with the other. As customers cross over from one franchisees trade area into another's, perhaps they see some cannibalization of their customer traffic. However, there is an apparent calculus to the approach. Specifically, McDonald's appears to limit the number of franchises it grants contingent on the viability of each location.
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Now, contrast the locations of the McDonald's sites to the Herbalife locations. The map tells a very different story. 1) It is immediately apparent that the Herbalife locations cluster in a concentrated way. Why would it be that Formula 1 would be interesting and compelling to certain residents of Queens but yet of no interest to people who live merely a few blocks away? Is obesity not an epidemic? 2) If Formula 1 is, indeed, the miracle cure for obesity, why do we not see coverage analogous to McDonald's in the Queens, NY geography? 3) What evidence to do we see visually that Herbalife makes any efforts whatsoever to limit distributorships by territory? 4) Does Herbalife's marketing plan seem to encourage over-saturation or not? 5) What is the likely economic outcome for a distributor trying to compete in a geography that is over-stored/over-saturated? 6) If you had the license to Formula 1 as a strong and prosperous brand analogous to McDonald's would you be inclined to sell distributorships ad nauseum for $59 or to limit them by geography and sell them for a much higher value like a franchise? What does common sense tell you? Pyramid Schemes are business opportunity frauds because they recruit an endless chain of participants which, when taken to their logical end-state leave the last guy in the door holding the bag. One needn't look further than the maps provided by Pershing Square of the business activity in Queens, NY as direct and obvious evidence that: a) Herbalife makes no efforts to protect its distributors from hyper-competition. b) That over-storing, over-saturating geographies with a finite opportunity set leads to economic harm for most participants. c) That the promise of infinite profits for the marginal participant in any given geography is a ruse. eg. Logically, what does the Herbalife opportunity look like for the marginal entrant in Queens, NY. What does it look like for the marginal McDonald's franchisee? d) If McDonald's limits its number of stores based upon bottom-up analysis of viability, why wouldn't Herbalife do the same? e) If Formula 1 was the greatest weight-loss solution since Weight WatchersTW, wouldn't we expect to see fewer distributorships on the map and not more? Successful business partnerships/relationships work because everyone in the value chain is able to earn a reasonable return on economic capital. In the franchise model, the franchisee pays a fee to the franchisor for territorial exclusivity and the license to use trademarks, business processes, etc. The franchisor also offers training support, advertising, etc. The reason these relationships work is because the franchisor looks out for the interests of the franchisee. Effectively, their interests run with some degree of tension but if there is enough business to be had in a given geography, everyone makes money. Everybody wins. Herbalife's business model, in contrast, is absurd. Herbalife's business model/Marketing Plan is not designed to provide support to individual entrepreneurs. Rather, the model is designed to deceive people - especially the marginal recruit. Herbalife distributors over-recruit people who act in good faith
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until the point when there are so many distributors in a given geography that it becomes impossible for anyone to make money other than the company. Investors point to the results of the public company as evidence that the business model works. The company's own churn data reveals that the reason the model works is simple. The company is endlessly recruiting new victims all of the time. And, the ruse is always the same. Have I got an opportunity for you? Boy can you get rich quick! Look how much I made? You can do it too! Herbalife makes faith healers look benevolent by comparison. Bill Ackman's presentation on Friday showed us some pictures. These pictures tell the story loud and clear. Herbalife's Marketing Plan is designed to endlessly recruit and to saturate geographies to the point of economic extinction for its unsuspecting business partners. Why? Because its Marketing Plan is a pyramid scheme. Individuals who assert that HLF is not a pyramid scheme can't seem to be able to answer the following questions: 1) Why can't the company show any evidence of actual retail sales? 2) If Formula 1 is truly a miraculous weight-loss product, why does the business model give away distributorships like candy to anyone with a heartbeat? 3) If Michael Johnson was a genius marketer why would he support a Marketing Plan that undermines the chance of economic success for his distributors/encourages failure and churn? 4) Why so much emphasis on the economic success stories of Doran Andry, Leslie Stanford, John Tartol, etc. Shouldn't the product sell itself? 5) Why does a company with such a great product and huge profits see such high turnover in its salesforce each and every single year it operates? How often does the guy who owns a McDonald's throw in the towel by comparison? Queens, NY is but one Latino micro-market that has been targeted by Herbalife. Q. What do Mr. Ackman's pictures tell you? Do pictures of Queens appear to show evidence of over-saturation or not? You be the judge. Herbalife is a pyramid scheme. The sooner the SEC shuts it down the better. Mr. Bill Stiritz has risked hundreds of millions of dollars investing in a business that mistreats its distributors with a rebel salesforce and a multitude of deceptions. Unsuspecting entrepreneurs continue every day to risk their financial, intellectual and human capital in pursuit of "The Dream" that is unscrupulously marketed by Herbalife and its gang of disciples. The Dream quickly becomes a nightmare for most while the faith healers continue to hive-off the spoils. . .
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Chapter 4: PRODUCTS AND PRICES – questionable MLM product claims – and overpriced products
Chapter contents Introduction and summary Pills, potions, and lotions Unique, consumable, and pricey Price comparisons for nutritionals Studies on Herbalife pricing Why MLM products are priced so high The hard sell of ―superior products‖ at MLM opportunity meetings Other MLM products – and what‘s next? No requirement to buy products to join The sellers are the buyers, and the buyers Are the sellers – to themselves and their families Getting MLM products cheap – on eBay! Conclusions
Pills, potions, and lotions. 4-1 4-1 4-3 4-3 4-5 4-6 4-7 4-7 4-7
Experts are critical of "pills, potions and lotions" typically offered by MLM companies. Questions about product claims persist: Do the ―pills, potions, and lotions‖ typically sold by MLM companies meet the claims of promoters? Are their prices competitive with standard retail outlets? And are MLM products merely disguised investments in a product-based pyramid scheme?
4-8 4-9 4-9
Introduction and summary Industry claims that most recruits are ―just customers.‖ When anyone challenges an MLM spokesman about the high attrition (dropout) rates of participants, the typical response is that the majority of recruits join because they like the products and can get them wholesale by becoming a distributor (or ―representative,‖ ―associate,‖ ―IBO,‖ etc.). We examine this claim by looking at the types and quality of MLM products and how experts view them. We will also show how their prices compare with prices of similar products at standard retail outlets. Careful review of hundreds of MLM product offerings reveals questionable product claims and overpriced products. Of course, there are exceptions to the usual patterns that we see. For example, not all MLMs sell ―pills, potions, and lotions.‖ And occasionally an MLM offers a product at a competitive price – but this would only be a rare and secondary product, not the core set of products that participants are incentivized to buy.
After analyzing over 500 MLM programs, it has become apparent that a common strategy of MLM sponsors is to produce dietary supplements that supposedly cure or prevent every disease under the sun. Most MLM companies I have
Ch.4- 2 studied claim to have the latest and greatest supplement that is not available anywhere else in such high quality for the price. They even claim to ―bypass the middle man,‖ when in fact with their endless chain of recruitment, they create thousands of middle men – all hoping for a share of commissions. (See Chapter 8 for typical misrepresentations used in MLM recruitment.) I consulted three experts on the validity of typical claims by MLM companies about the superior benefits of their products, which are used to justify their high prices. To protect their professional reputations, I am not publishing the full names of two of them. The first was Lane, a nutritional scientist and the former vice president of product development for one of the leading MLM's, who told me that the product claims of these companies are overblown and misleading. ―The modern version of snake oil,‖ he called them. He said the supplement industry is rife with people making fraudulent claims, especially MLM promoters. Lane was very critical of MLM sponsors who promote products with exotic secret ingredients obtained from some remote island, etc. He suggested what many nutrition experts have recommended – that the best way to get needed vitamins and minerals is from a healthy diet.
MLMs claim to “bypass the middle man,” when in fact with their endless chain of recruitment, they create thousands of middle men – all hoping for a share of commissions. The second was Allen, a nutritional formulator who has for many years manufactured supplements for both MLM companies and standard supplement companies that sell to health food stores. ―This is a scumbag business,‖ he grumbled. He told of his desire to get MLM promoters to buy quality formulations, using top-quality ingredients. He said that in every case, they chose to cut corners so as to allow plenty of margin to pay their many levels of distributors. For example, if a product sold
for $50, they would not pay over $5 in production costs. The third is Dr. Stephen Barrett,94 editor of Consumer Health Digest and a medical doctor who has spent many years exposing all kinds of health quackery. He too recommends a healthy diet as the best source of needed nutrients. However, there are special cases where supplementation is needed, and this should be done in consultation with one‘s doctor. Dr Barrett has also done much writing and research on supplements available from MLM companies. He has posted dozens of research reports and legal cases related to fraudulent claims by MLMs on mlmwatch.org. An excellent example is one on dietary supplements, available from his web site at – www.quackwatch.com.
“MLMs offer “the modern version of snake oil,” – nutritionist and former MLM product developer “This is a scumbag business” – nutritional formulator for companies
MLM
Do anti-oxidants extend life and improve general health? A review95 of dozens of studies delivers a blow to popular antioxidants. Researchers found that the popular antioxidant vitamin E doesn't lead to a longer life. Neither do vitamins A or C. But experts are divided on whether that means you should skip the pills altogether. Antioxidant vitamins, including A, E and C, don‘t help you live longer, according to this analysis of a large sample of studies of these popular supplements. The new review showing no long-life benefit from those vitamins, plus beta carotene and selenium, adds to growing 94
The websites of Dr. Barrett include, among others: http://www.quackwatch.org (health fraud and quackery) http://www.mlmwatch.org (multi-level marketing) http://www.naturowatch.org (naturopathy) http://www.ncahf.org (National Council Against Health Fraud Archive) 95 ―Vitamins A, C, and E don‘t help you live longer.‖ MSNBC- Associated Press, Updated: 4:18 p.m. MT Feb 27, 2007
Ch.4- 3 evidence questioning the value of these supplements. Some experts said, however, that it‘s too early to toss out all vitamin pills — or the possibility that they may have some health benefits. Others said the study supports the theory that antioxidants work best when they are consumed in food rather than pills.
Highly touted anti-oxidant supplements may not be anti-anything – just costly.
An estimated 80 million to 160 million people take antioxidants in North America and in Europe, about 10 to 20 percent of adults, the study‘s authors said. [And in the year prior to this study, Americans spent $2.3 billion on nutritional supplements and vitamins at grocery stores, drug stores and retail outlets, excluding Wal-Mart, according to Information Resources Inc., which tracks sales.] For the report96 on antioxidants, the researchers first analyzed 68 studies involving 232,606 people and found no significant effect on mortality — neither good nor bad — linked to taking antioxidants. However, I have read reports that many nutritional scientists and doctors do take supplements, but usually in modest amounts, not mega-doses. They often explain their use of supplements as ―insurance‖ to make sure they get what they may be missing in their diet (anti-oxidants, etc.). But they usually buy reasonably priced supplements and tend to focus on a nutritionally sound diet. 96
The study, appearing in a February 2007 Journal of the American Medical Association, was led by the Cochrane Hepato-Biliary Group at Copenhagen University Hospital in Denmark. The Cochrane organization is a respected international network of experts that conducts systematic reviews of scientific evidence on health interventions. Also reported by Associated Press, February 27, 2007.
Unique, consumable, and pricey When I tested the Nu Skin program, the spokesmen at opportunity meetings told us that for products to work in an MLM setting, they must be unique and consumable. They did not openly admit that the reason for the requirement of uniqueness was that the prices were so high that it would be a hard sell if anyone were to make price comparisons with alternate outlets. More on that point later. MLM products must be consumable because that helps to assure repeat business. As was explained in Chapter Two, MLM companies sustain themselves primarily by incentivizing ongoing purchases participants must make in order to qualify for commissions and to advance up the various levels in the pay plan (rank advancement). Often these are sold on a monthly subscription basis to assure that these quotas are met and to assure a revenue stream for the company. Also, MLM products must be priced high enough to support the commissions for a bloated multi-level hierarchy of thousands of distributors, in addition to founders and a costly infrastructure.
Price comparisons for nutritional supplements Prices for typical MLM vitamin and mineral supplements. One of the most common products sold through MLM companies are vitamin and mineral supplements. When one compares what MLM participants pay for such supplements with what is charged at health food stores and supermarkets, some interesting comparisons can be made. And how do they compare? Not very well. In spite of the claims of MLM/DSA communicators that most MLM participants sign up to buy the products at a discount or to resell them for ―a little extra income,‖ the facts do not support either claim. MLM products purchased at wholesale prices are so expensive that few participants sell them at listed retail prices for a profit. Also, since MLM sponsors have struck a deal with state tax commissioners,
Ch.4- 4 requiring sales taxes to be paid on wholesale purchases, and since shipping charges to one's home must be added, the margin between total cost and the retail price is too slim to provide much incentive to sell direct to non-participants. To check on the price disparity between MLM products and comparable products sold elsewhere, I asked representatives from ten MLM companies for the prices of their "best reasonably priced formulation of multi-vitamin multi-mineral products, with antioxidant protection." Then I made the same request of ten health food retailers. Interestingly, representatives for each of the health food stores recommended a different product. Here are the results: Average cost per person per month (listed retail prices) from MLMs, including Pharmanex (Nu Skin), Quixtar, Melaleuca, Shaklee, Usana, Isagenix, Sunrider, Herbalife, Arbonne, and Neways - $61.22 (not much less at wholesale, after taxes and shipping are added) Average cost per person per month for ten separate products from ten separate retail outlets - $11.52 (including shipping) So the MLMs charged over five times as much! As mentioned earlier, I also spoke with three nutritional formulators who formulate and manufacture supplements for both retailers and MLM companies. One of the three, Allen, shared an interesting experience alluded to above. He said he had formulated vitamin and mineral supplements with production costs billed to MLM companies of about $4-5/month. This formulator said he made the offer to at least two MLM companies to upgrade to an improved formula with much higher grade ingredients for an additional $2-3/month, making the total cost to the MLM company about $7/month. Though these companies sold these formulations for about $50/month, they would not consider paying the higher cost of production for superior products, as that ―would not leave them enough margin.‖
In spite of DSA claims of that most MLM participants “sign up to buy the products at a discount” or to resell them for “a little extra income,” the facts do not support either claim. MLM products purchased at wholesale prices are so expensive that few participants sell them at listed retail prices for a profit. MLM prices for vitamins were priced five times as much as shelf items! Superfruit juices. Around the turn of the millennium, several MLM companies began to sell what were called superfruit juices - from faraway and exotic forests and remote mountains. These included mangosteen from Indonesia, noni juice from Tahiti, goji juice from the Himalayas, and acai juice from acai palm trees in Central and South America. Others bottled several fruit juices for a supposedly optimal blend of antioxidant and other health benefits, including increased energy, weight loss, and longevity. As with nutritional $50 a bottle – supplements, these superfruit for fruit juice? juices were pricey – often from (MLMs use a fancier bottle.) $40 to $70 in a fancy bottle similar to those used for fancy wines. Distributors were encouraged and incentivized to buy a box of four or more bottles at a time. Again I visited some retail outlets to make some comparisons. Super-markets were selling a variety of similar formulations of superfruit juices for from $3.09 to $6.99 for smaller 11-15 oz. bottles. Prices per ounce were less than half the prices charged by MLMs. I visited two health food stores and I was told of an interesting phenomenon that they had both observed. For several years there was a surge in demand for superfruit juices, coinciding with the selling of similar juices by MLM companies. Apparently, some health food producers responded by producing similar juices and pricing them at higher prices than they would normally charge for fruit juices
Ch.4- 5 because of the supposed high demand. They didn‘t charge quite as much as the MLMs did, but they were selling quite a few bottles every month at $28 to $33 for a 32oz. (one quart) bottle. People who had balked at paying MLM prices were going to the health food stores to get it cheaper. But more recently, apparently after the MLM fruit juice craze had peaked, the demand for expensive superfruit juices at health food stores dropped to near zero. The exceptions were old standard juices that had always been popular and inexpensive – such as Aloe Vera juice by George‘s, which helps to heal intestinal inflammations. A one-quart bottle sells for $8.19. The demand for this product – up or down - has changed very little during the superfruit craze. As one health food retailer put it, ―The shelf life of the demand for the type of products sold by MLMs coincides with the MLM ―business opportunity‖ – and vice versa!‖ Interestingly, several years ago I wrote a satirical article and posted it online titled ―How to start a pyramid scheme that is very profitable for the founders – and get away with it.‖97 My first suggestion was that the founder find a rare fruit drink derived from an exotic rain forest or other remote location – something that could be high priced because it would be unavailable elsewhere Then the founder was to find some scientists who would – for a fee – vouch for its effectiveness. This approach is precisely what some of the newer MLM companies have done. (Hopefully, I am not to blame. I was only joking!)
The shelf life of the demand for the type of products sold by MLMs coincides with the MLM “business opportunity” – and vice versa! –Health food retailer
Studies on Herbalife pricing In extensive research on the pricing of Herbalife products as reported by hedge fund manager Bill Ackman 98, conclusions about MLM products were drawn, which could also be applied to the product offerings of of similar MLMs: 1. While Herbalife‘s dollar volume compares with many recognized brands, it is not a typical consumer product company. Few have even heard of Formula 1, with reported sales exceeding recognized brands, such as Palmolive, Betty Crocker, and Clorox. ―Formula 1 is the only $2 billion brand nobody has ever heard of.‖ 2. Herbalife sells 10-20 times more nutrition powder than it‘s competitors, incuding Ensure and Slim-Fast. Ackman asks the question: ―How is it possible that Herbalife sells six times more nutrition powder than Abbott Labs (Ensure), Unilever (Slim-Fast) and GNC (Lean Shake) combined?‖ All likely explanations fail: (1) It‘s products are not cheaper, but far more expensive, (2) It spends little on advertising (advertising it‘s name, but not it‘s products), (3) It‘s R&D is touted, but actually minimal, and in fact, it has only one patent, Ackman finally concludes that it‘s not about the products but the opportunity. What he says could apply to hundreds of similar MLMs: ―Herbalife bundles its products with a business opportunity.‖
Why MLM products are priced so high. Thousands of middlemen). If MLM were involved in standard retail markets, they would of course have to price products low enough to compete with the competition. And as will be discussed in Chapter 10, in order to avoid operating as an illegal pyramid scheme, they need to sell most of their products to customers who are not involved in the network of participants. To do this, one would think that MLM products would be 98
97
Chapter 11, Appendix 11B.
His research was presented in a 340-slide Power Point presentation to investors at a Sohn Conference, December 20, 2012.
Ch.4- 6 priced competitively. But typically they are not. So why not? The obvious reason is that they must pay multiple levels of participants – far more than is the case in a standard retail market. So again, the claim by MLM promoters that they cut out the middleman is patently false. MLMs can create thousands of middlemen in the form of downline participants. Skimming by founders. Another reason is not so obvious, but as one who has observed the life styles of many MLM founders, as well as TOPPs (top-of-thepyramid promoters), I am keenly aware of how these people profit handsomely from the purchases of downline recruits. Even those who simply founded the business and do no recruiting often engage in a practice I call ―skimming,‖ in which they siphon off a significant percentage of every sale before covering product costs and before anything is shared with management, the infrastructure, or with participants. As I am located in Utah, I have observed founders of Nu Skin and other MLMs living lavish life styles by skimming a substantial portion of company revenues – even while 99% of participants are losing money. I was informed from an inside source that one MLM founder has luxury homes in several states and in a couple of foreign countries, ranch properties, and her own private jet. Another had a home built that had so many rooms that the building contractor said that he many never enter some of the rooms. He wanted to know if he really wanted that many. ―Go ahead and build it as planned,‖ was the response. In the recently settled California case99 against Quixtar (recent U.S. version of Amway), an organization of IBO distributors complained about the company‘s high prices numerous times and every time was told that ―the multilevel marketing business plan requires higher margins and that the company will not reduce its margins.‖ A consultant who analyzed Quixtar‘s prices concluded that ―Quixtar has few
actual customers and that few IBOs (‗independent business owners‘) are selling their products.‖ When it was explained that ―the Quixtar pricing formula is to take a product and multiply the manufacturing cost by three [‗the Jay factor‘ – named after one of the founders] just to determine the IBO cost, which is supposed to be the wholesale cost,‖ one of the affiants commented, ―With such a pricing formula, it is clear why ‗Quixtar IBOs cannot retail products.‖ MLM a brilliant business model for the founders. In the complaint filed against Quixtar100, this statement is germane to the issue of high prices: The MLM‘s Quixtar business model is brilliant if you are a member of the DeVos or Van Andel families [founders]. Elevate the price of all products to gain an alarmingly high profit margin for the company. Market the company as a business opportunity, promising retail salability, to get unsuspecting distributors to purchase products at exorbitant prices while investing their time and energies promoting the business opportunity. Offer monetary rewards to incentivize distributors to recruit new distributors who also buy the company‘s products. Teach all distributors to consume the products that cannot be sold, which is all of the products. . . Quixtar has created an army of IBOs who are effectively trapped in Quixtar‘s system, forced to buy and consume outrageously priced products, and recruit new victims as the only means of avoiding financial loss, [because leaving Quixtar for another MLM is rendered almost impossible by the noncompetition and non-solicitation rules.]
Again, the Quixtar case is offered only as an example of a problem that is widespread in the MLM industry. This topdown pricing which enriches founders and TOPPs by selling overpriced products primarily to a revolving door of hopeful new recruits is one of the features that make MLMs so unfair and deceptive as a ―business opportunity.‖
99
Notice of Errata re exhibits E,F, and G to affidavit of Billy Florence submitted with complaint, U.S. District Court for the Central District of California, Case No. CV 07-05194 GAF (JTLx), §45
100
Complaint and demand for Jury Trial, U.S. District Court for the Central District of California, Case No. CV 07-05194 GAF (JTLx), § 117
Ch.4- 7
The hard sell of ―superior products‖ at MLM opportunity meetings I speak from experience, having attended dozens of MLM ―opportunity meetings‖ where participants drag in their friends, relatives, and other potential recruits they‘ve been able to round up for slick presentations by upline presenters and product ―experts.‖ The objective seems to be to create an atmosphere of excitement and ―group think‖ characteristic of evangelical or political rallies, or gatherings of team sports fans, or even of thriving cults. For years I made my living in legitimate direct selling, including selling encyclopedias to help pay my way through college. One of the techniques I learned early was to ―anticipate the objection.‖ This entailed answering and overcoming key objections before the prospect had a chance to raise it. The sale went much more smoothly if we didn‘t have to counter it after it was raised. Speakers at MLM opportunity meetings invariably begin by hyping magical properties of the products they will be selling, which only amplifies the value of the ―business opportunity.‖ And no wonder. They must convince those attending that their products are far superior to those available in retail outlets in order to anticipate and overcome any objections to the high prices they would be expected to pay – hopefully taking a supply home that very evening.
This top-down pricing which enriches founders and TOPPs by selling overpriced products primarily to a revolving door of hopeful new recruits is one of the features that make MLMs so unfair and deceptive as a “business opportunity.”
Other MLM products Not all MLM companies sell vitamins or fruit juices. Many other products and services have been used as a product base for their programs. These include telephone and internet services, insurance and investments, fuel additives, pre-paid legal services, online photos, weight loss programs, seminars on secrets of building wealth, water filtration devices, energy services, and even tax avoidance advice. (The latter – ―Rennaissance – The Tax People‖ was shut down by federal and state authorities.) What‘s next? As long as it‘s unique and consumable, almost anything can be sold through MLM. Just identify something that people get excited about, and you have the basis for the launch of a new MLM. How about online education? Memory enhancers? Exercise programs? And of course – aphrodisiacs to enhance one‘s sex life!
―No requirement to buy‖ to join ―Pay to Play.‖ Another line typically used in MLM recruitment is that anyone can join without any requirement to buy products or to stock inventory. But analyses of the compensation plans of over 500 MLMs confirms what I and others have long believed – that MLMs incentivize purchases of participants to generate the bulk of their income. In other words, participants must ―pay to play‖ the game. There is usually a nominal signup fee – often under $50 – to join an MLM. This enables them to avoid exceeding any threshold requirements for initial investment that would require that they register as a ―business opportunity‖ in some states. This may be $500, so they manage to be exempt. However, the signup fee is merely a ruse. In order to get to any of the payout levels where significant commissions are paid, one must meet minimum purchase quotas, either from one‘s own purchases (―personal consumption‖) or from those in one‘s immediate group that he/she has recruited.
Ch.4- 8 they knew but who had no interest in the products just to satisfy any retail requirement the company may have. They may even give products away to these people as gifts or samples, but claim credit to satisfy ―pay to play‖ minimums. These I call ―counterfeit customers.‖ Head counts and ―dummy distributors.‖ Some MLMs have not only volume requirements to qualify for escalating commissions and bonuses as participants move up the pay scale, but also head count requirements, such as in binary and breakaway systems. So in Nu Skin and other such programs, I observed the phenomenon of ―dummy distributors‖ who were persons who agreed to sign up and allow their name to be used to satisfy the head count, even though they were not interested in becoming a distributor. The distributor would then buy products in their name to satisfy head count requirements.
MLM participants make minimum "pay to play" purchases
The sellers are the buyers, and the buyers are the sellers – to themselves and their families. Some participants are in reality sympathy buyers, counterfeit customers, and dummy distributors. As new recruits struggle to maintain ―pay to play‖ purchases in order to qualify for commissions and to advance up the various levels in the scheme, they soon become desperate for buyers. They may pressure family members to buy - or give them away even if they are not interested. In my research, I found many buyers of MLM products made purchases to ―help out‖ these new recruits – often family members. I call these ―sympathy buyers.‖ Other participants would buy products that they could not use in the name of someone
Stockpiling. These kinds of purchases often lead to what MLM has a bad name for – stockpiling, which is personal consumption beyond participants‘ needs. If it becomes a widespread practice encouraged by an MLM, the company may be found guilty of operating an illegal pyramid scheme. MLM companies claim to have rules to protect against stockpiling, but in practice the compensation plans reward and even encourage stockpiling. But this is difficult to prove.
Stockpiling by MLM participants is common.
Ch.4- 9
Getting MLM products cheap on eBay If a person really wanted some specific MLM products, but didn‘t want to pay exorbitant prices, there is another option some people are discovering – eBay. Exparticipants often seek to unload these overpriced "potions & lotions" – or other MLM products at a tiny fraction of the wholesale price! Just go to the eBay website, click on the "Buy" tab, select the product category (such as "health & beauty"), enter the name of the company, click "search," and see what comes up. Here are some examples of products I found at a fraction of the prices listed through the MLM: For Usana, I found (among a variety of Usana products) Healthpak 100 going for about $34 (US) plus shipping. For Pharmanex (Nu Skin), I found LifePak for $0.99 (US) plus shipping. Melaleuca's Vitality Mineral Complex was going for $2.01 (US) plus shipping. A case (4 bottles) of Xango‘s Mangosteen juice for $0.99 (US) plus shipping. In the Ackman slide presentation discussed earlier, he noted that Herbalife products were also readily available at sharply reduced prices through eBay and Amazon.com – as low as 30-50% off standard retail prices. He also found that inflated surcharges for shipping and handling would leave little marging for retail selling, though it was a major source of revenue for Herbalife.
Analyses of the compensation plans of over 500 MLMs confirms what I and others have long believed – that MLMs incentivize purchases of participants to generate the bulk of their income. In other words, participants must “pay to play” the game.
Conclusions As a qualified independent investigator who has studied hundreds of MLM compensation plans and marketing strategies, it is clear that the products promoted by MLM companies (MLMs) are merely a disguise for investing in a supposed ―business opportunity,‖ or – more accurately – a product-based pyramid scheme. People are primarily buying the ―opportunity,‖ not the products. This at least partly explains the unusually high prices for MLM products and services. Paying commissions for more levels of distributors than are functionally needed to manage the sales function also requires higher prices to pay commissions on all those levels. Products are unique to prevent price comparisons with much lower priced products from other sources. To pump up the perceived value of the products, speakers at MLM opportunity meetings tout the unusual or magical properties of the products and services offered ―exclusively‖ by the MLM. But the perceived value of the products is seldom translated into sales to non-participants at the suggested retail price. The sellers are the buyers, and the buyers are the sellers – to themselves and their family. MLM products are also consumable to encourage repeat purchases – and are therefore often sold by monthly subscription. Minimum purchases are rewarded with the opportunity to reap commissions from sales through recruitment of new recruits and/or to advance to higher levels in the compensation plan. In fact, quotas must be met to realize any significant benefit from the recruitment-driven system of rewards. . Stockpiling, though discouraged in company policies, is common and driven by purchases powerfully incentivized within the compensation plan.
Ch.4- 10
Ch. 5- 1
Chapter 5: RECRUITING A DOWNLINE – why the emphasis in company communications is on selling, but in practice on recruitment – and what it costs to recruit a downline, as I experienced with Nu Skin
Chapter contents Introduction and summary Rewards stacked in favor of recruiting TOPPs get the lion‘s share of the payout The life of an MLM recruiter The costs of a successful recruitment campaign Conclusions
5-1 5-1 5-3 5-3 5-4 5-7
Psychologists have found that you get the behavior you reward. And economists have learned that incentives drive behavior. So it is imperative to understand the compensation plan to determine the emphasis – on selling products or on recruiting people.
Introduction and summary MLM promoters would have prospects believe that the costs of selling products and recruiting a downline are insignificant, since participants are merely sharing the opportunity with their ―warm market,‖ or circle of friends and family. When communicating with regulators and the media, MLM spokesmen claim that they really cannot know what their distributors are spending, as this information is not shared with them. The truth is that one must recruit aggressively beyond one‘s warm market in order to achieve the volume and to advance high enough in rank to make a profit – after subtracting from commissions their minimum operating expenses and the purchases required to qualify for commissions and advancement. The cost of conducting a successful recruitment has been tested and found to be high in areas where significant recruitment has already occurred, as is demonstrated in this chapter.
You get the behavior you reward.
Rewards stacked in favor of recruiting Incentives drive decisions. Since it is so vital to understanding MLM incentives, I will quote from Chapter 2: ―Psychologists experimenting with both animals and people learned decades ago that you get the behavior you reward. For example, if you place a dog in a room with two bowls, the first containing a pound of beef, and the second an ounce of dry dog food, invariably the dog will choose to eat from the first bowl.‖ While working on my doctorate at the University of Utah, I had a small office on the 9th floor of the Social and Behavioral Science Building, which is where what we called the ―rat psychologists‖ did their research. It was amazing how even rats could be motivated to learn fairly complicated tasks by manipulating their rewards. Over and over again, the principle was demonstrated that you get the behavior you reward. We find a similar principle at work in economics: Incentives drive decisions. People will decide to invest or to put forth rigorous effort when the right incentives are in place. This is the reason for executive stock options, performance bonuses, etc. It is also a major factor that drives entrepreneurs to take extraordinary risks in hopes of a potentially handsome eventual payoff. Similarly, since an MLM compensation plan specifies how participants are rewarded,
Ch. 5- 2 it reveals whether the primary emphasis of income is on recruiting a downline of participants or on retailing products to the (non-participating) general public. In Chapter 2, I explained how such emphasis can best be determined.
sell MLM products at suggested retail price soon give up when they cannot overcome stiff price objections.
An extreme differential. The differential between rewards for retailing and those for recruiting are so extreme that few MLM ―Retail rules‖ inconsequential. If the participants seriously attempt to retail MLM‘s compensation plan rewards products except to a few ―sympathy recruiting over retailing, it matters very little purchasers‖ – usually close friends or family whether or not ―retail rules‖ are included in members. When those who succeed at the policy and procedures manual – or how recruiting a large downline are held up as often company officials urge participants to examples for all to follow, new recruits soon meet minimum retail sales requirements. sense the extreme gulf in payout between Following basic psychological principles, the two activities. participants will focus their efforts where Who would retail overpriced products they perceive the greatest payoff to be. for $100-$200 a month in profits, when they could conceivably be earning the $10,000 to MLMs weighted towards building a $20,000 a month held out as bait for downline. The DSA claims that ―recruiting downline-building – a ratio of 1 to 100? is not a requirement for success in ―direct (These numbers are just for illustration, as selling.‖101 However, in every one of the the actual returns vary. But the extreme compensation plans of over 500 MLM differentials apply to all MLMs I‘ve studied. programs I analyzed, the rewards were Actually, as will be shown in Chapter 7, clearly weighted towards building a the profit ratio is worse than 1 to 100 because downline – which requires constant and at least 99% actually lose money after aggressive recruitment. I certainly found this subtracting ―pay to play‖ purchases and to be true during my minimum operating Compared to recruiting, selling MLM one-year test of the Nu expenses – which products at full retail price becomes a Skin program. My can be substantial. waste of time. The incentive to recruit recruitment efforts were So the comparison to move up a level becomes very successful, having risen is between a loss of great. One can see that in such a to the top 1% of hundreds of dollars system, the legal requirement (for a participants by the end for direct selling – program to be a pyramid scheme) of of a year (though not versus the potential “primary emphasis” on income from high enough to profit), gain of hundreds of recruitment (in the form of downline assuming all who signed thousands of dollars purchases) is satisfied. up as distributors were for aggressive, counted. long-term recruitment efforts. At least that is my perception The phony argument of joining to buy looking back, and I have noticed the same wholesale. MLM defenders, including the perception on incentives from worldwide Direct Selling Association (DSA), attempt to feedback I have received from participants in dismiss those who did not succeed in hundreds of MLMs. building a dowline or who dropped out as However, even the latter perception is having joined ―just to get the products incorrect because it is extremely rare for wholesale.‖ But as demonstrated in Chapter 4, anyone to be earning such huge incomes, prices were not competitive even at except for the first downline builders (who wholesale, especially after adding taxes and MLM promoters like to call ―business shipping. Eventually, those who attempt to builders‖) to join the program. As a general rule, the more a new recruit invests in time and money, the more he/she loses. 101 ―Ten Myths & Facts about Direct Selling.‖ Direct Selling 411 web site, registered communicator Amy Robinson.
by
DSA
Ch. 5- 3
TOPPs get the lion‘s share of payout to distributors. In addition to the founders, those who I call TOPPs (top-of-the-pyramid promoters) are the chief beneficiaries in MLM. In every one of the hundreds of MLMs I‘ve analyzed, this stands out as a key characteristic. For example, when I tested the Nu Skin program, one of my top upline Blue Diamonds boasted he had over 100,000 downline ―distributors‖ from whom he was collecting commissions. Later, careful analysis of a Nu Skin ―Distributor Compensation Summary‖ report revealed that approximately 61% of company payout of commissions to distributors went to the Blue Diamonds (Nu Skin‘s TOPPs). That means the other 39% was shared by over 100,000 hapless downliners, almost none of whom received enough to exceed expenses. This extreme differential in payout was often misrepresented in company reports and at opportunity meetings. It was likely one reason that in 1994 the FTC issued an Order for Nu Skin to cease its misrepresentations of distributor earnings. However, Nu Skin was not unique in this regard. In virtually all of the MLM compensation plans I have analyzed, payout to participants increased exponentially as they were positioned at higher and higher levels in the pay plan. This is why ―rank advancement‖ is so heavily emphasized by ―business builders.‖
“$750,000 a year. If that’s true, I could live on that. If not, I’ll tell the world about it.”
The life of an MLM recruiter When a new recruit catches the vision of the enormous rewards supposedly awaiting him for recruiting a large downline, he/she must make some dramatic lifestyle changes. Forget the drudgery of an 8-hour workday. Now it‘s an 18-hour workday! Every waking moment is spent thinking up ways to recruit friends, relatives, and anyone within one‘s circle of influence who is breathing. We used to call this the 3-foot rule‖ – anyone within three feet is a prospect. In 1994-95, I tested the Nu Skin program, partly because no one with my background had done a thorough analysis of the costs and success rates of MLM (then called ―network marketing‖). Many of my friends had been recruited into an MLM program, and several persons I respected had repeatedly tried to recruit me. When a friend who was a Nu Skin distributor recruited me, his upline sponsor told me that with my contacts, within two years I could achieve the rank of ―Blue Diamond.‖ He pointed to a report that the average income for Blue Diamonds at that time was about $750,000 per year! Though I told them ―no‖ four times, I finally relented and decided to give it a try. I told myself, ―$750,000 a year. If that‘s true, I could live on that. If not, I‘ll tell the world about it.‖ So I decided to give it my all for a year. I bought the more expensive $1,500 package, including ―Executive starter packs‖ of products and sales materials, so that I could sign up five people and have on hand what I would have to sell them to get started. Five ―active‖ distributors were required to become an ―Executive.‖ No one really got anywhere unless they achieved that rank. (Levels, or ranks, in the compensation plan were determined by the number of people recruited and the volume of purchases.) I soon found that I needed to be on the phone constantly and was setting up appointments for 3-way calls with my upline sponsor so that he could help convince my prospects that they should come to the next opportunity meeting. The meetings were held locally weekly, and regionally at least monthly.
Ch. 5- 4 A reality check. After about a year of Then there were training meetings we were expected to attend (for a fee), in aggressive recruitment, I had a reality check. addition to the annual Nu Skin company My wife threatened to leave me. My focus on conference. Impressive presentations were recruiting was affecting all our relationships. given by Blue Diamonds and by ―experts‖ People we had known and loved for years on the various products and the occasional were now avoiding us. I was burning through celebrity from our social capital as athletic or nutritional though it was of no “It’s Nu Skin or me, take your pick,” consequence. fields who were my wife challenged. using the products ―It‘s Nu Skin or and allowing their me, take your pick,‖ names to be associated with them (I JoAnn challenged. This was my wake-up assume for handsome speaking fees). call, though I honestly felt that with another We were to begin by recruiting our year or two of concentrated effort I could ―warm market‖ of close friends and relatives. become a Blue Diamond. I soon found myself having gone through all I love my wife and had no desire to lose my close relationships and having to her – no matter how much it cost. So I did a advertise outside my warm market – placing careful re-examination of what I was doing small ads in newspapers and magazines, and of the results so far from my efforts. I posting notices or signs any place that had been too busy to tally my expenses as I allowed them, leaving cards on windshields had done in previous business ventures. in parking lots, etc. And I began setting up This was truly a reality check for me. I my own opportunity meetings in nearby cities began to rethink what I was doing. and towns – and even at some distance when anyone responded to my advertising. The costs of a successful Even if I had only one or two persons attend, I went ahead with my presentation. recruitment campaign To my surprise, though I was in the top 1% in the Nu Skin Distributor hierarchy (counting ALL who had joined), I was only bringing in about $250 a month – while spending over $1,500 a month, thus losing $1,250 a month! I would have to rise several more levels to realize profits (after expenses). As I mentioned earlier, after exhausting my ―warm list‖ of friends, relatives, and acquaintances I found it necessary to turn to advertising and other resources to obtain additional prospects. The argument that this is a no-cost or low cost business was found to be totally misleading, at least for those seeking ―success‖ advancing in the pay plan through an aggressive recruitment campaign. I could have spent a lot more, but I am quite conservative and spent only what was needed to succeed in my recruitment. However, even though I was only receiving commission checks of about $250/month, I believed that with enough effort and expense, I could become a Blue Diamond and profit handsomely within a couple of years. But now I had a moral dilemma. It became apparent that to be successful in
Ch. 5- 5 recruiting a large enough downline to become a Blue Diamond, I would have to deceive hundreds – even thousands – of people, as I had been deceived. Being a deeply religious person with strong moral convictions, I decided to terminate my distributorship with Nu Skin. Since I would no longer have to make expensive ―pay to play‖ purchases. I purchased my vitamins cheaper elsewhere. Table 1 below provides a breakdown of my recruiting expenses for my one-year test of the Nu Skin program. I could not have conducted a successful recruitment campaign for less, unless it were in a virgin market – which does not exist in this country. ___________________
Table 1: One year of recruiting expenses with Nu Skin Money paid to Nu Skin Nu Skin products (including samples and ―pay to play‖ purchases to qualify for commissions & advancement) $5,416.75 ―VIP‖ services (by Nu Skin) 102.21 Nu Skin training & conferences 755.00 Nu Skin publications & tapes (―tools for success‖ to pass out) 459.98 Total amount paid to Nu Skin $6,733.94 Operating expenses (not paid to Nu Skin) Advertising $1,457.81 Supplies 586.30 Printing & duplication 418.99 Telephone & computer costs 3,496.15 Postage & shipping 329.85 Travel (including car mileage), hotel meeting rooms, etc. 5,277.12 Miscellaneous 216.76 Total operating expenses $11,782.98 Total expenses $18,516.92 ___________________
Plus – the opportunity cost of income lost doing MLM. Prior to my stint with Nu Skin I had been selling insurance and was doing fairly well. So during the year, I lost time I could have better spent selling insurance. For me, that loss was significant – likely three or four times as much in lost insurance commissions and residuals as my out-of-pocket costs recruiting for Nu Skin.
New sales and recruitment ―tools‖ – and travel costs. Now of course, much of that has changed. New recruits use the internet for much of their recruiting. And they have access to lead generation systems that are competing for their dollars – each of them claiming to have the best system that will guarantee results. But if anything, the costs for a successful recruitment campaign are even higher today than they were then, especially since the market has become increasingly saturated with hundreds of MLMs engaged in recruiting simultaneously. This means that new recruits who are ambitious enough to seek advancement to the higher levels in the pay plan (where the money is made) will likely have to do a lot of travel to less saturated areas, even overseas, to get in on the ground floor of a more new market for the MLM program they are promoting. I believe it would be much more expensive to mount a successful recruitment campaign today than it was then. Minimum breakeven amounts. To be conservative, I will say that the total costs for a combination of minimum ―pay to play‖ purchases, selling tools and training, and operating expenses would be as listed in Table 2 below for each year from 1995 to 2011, allowing for inflation using a standard CPI (Consumer Price Index) adjustment. I will start with a bare minimum of $18,517 for the year 1995, the year I was last involved. Based on careful analysis of my records and of the reports of others, I believe this to be a realistic estimate. These figures will come in handy later when we look at the profitability for MLM participants of carrying out a successful recruitment campaign. Since recruiting a downline is where any profits are made from MLM participation, this information is highly relevant as breakeven points in doing any analysis of profitability. MLM defenders will likely argue that the costs presented here are atypical, as Nu Skin is such a highly leveraged program. Though there is some truth to that, analysis of hundreds of MLM compensation plans and worldwide feedback convinces me that all MLMs are recruitment-driven (with the possible exception of some party plans) and
Ch. 5- 6 would all require expenditures of at least as much as I had to make in order to have any hope of reaching a high enough level to realize any significant profits – or even to be lifted out of the loss column. In addition, I have observed that costs for higher level distributors, especially for TOPPs (top-of-the-pyramid prmoters), can be several times the amounts I spent. I have observed TOPPs from a wide variety of MLMs who are continually travelling to pump up their downlines and to sell the prospects of downline recruiters on signing up for this ―opportunity of a lifetime.‖ It should also be noted that most MLM participants don‘t spend nearly as much as I spent, but these are not serious recruiters and – based on analysis of MLM company reports and surveys of tax professionals – never reach profitability. The usual pattern is to buy a few products, or enough to meet ―pay to play‖ requirements. After attempts at selling and recruiting, they eventually drop out, only to be replaced by others in a revolving door of thousands of hopeful but hapless new recruits – who are the primary source of income for the MLM. Based on tax studies and my analyses of average earnings of MLM participants where such data is available, those who reaped the promised rewards always did it by recruiting large downlines.
Table 2: Minimum operating expenses for conducting a successful MLM recruitment campaign, with cost of living (COL) adjusted by changes in Consumer Price Index102 COL (cost Year 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
of living) adjustment 2.8% 3.0% 2.3% 1.6% 2.2% 3.4% 2.8% 1.6% 2.3% 2.7% 3.4% 3.2% 2.8% 3.8% -0.4% 1.6% 3.3% 2.1% 1.5%
Min. costs of participation and recrujtment for the year $18,517 $19,073 $19,512 $19,824 $20,260 $20,887 $21,472 $21,815 $22,317 $22.919 $23.699 $24,457 $25,142 $26,097 $25,993 $25,408 $27,254 $27,826 $28,244
It is both very demanding and very expensive to recruit a large downline, which is essential if one is to realize significant profits from MLM.
102
―Consumer Price Index Data from 1913 to 2014,‖ U.S. Dept. of Labor Bureau of Labor Statistics
Ch. 5- 7 the assembly of a gang Like other MLMs, The argument that this is a no(the ―downline‖ with the the cost of ―building cost or low cost business was aggregation of the group the business‖ limits volume to produce ever found to be totally misleading, any profits for Amway higher commission rates) at least for those seeking IBOs. The high cost of direct selling “success” advancing in the pay than for the 105 recruitment was of product. plan through an aggressive emphasized in a UK action against recruitment campaign. Amway.103 One of the points of objectionability was expressed as Conclusions follows: It should be clear to any qualified . . . because of the requirement that an IBO pay a analyst who looks at the available data, joining and renewal fee and the likelihood that an MLM compensation plans, and the IBO would purchase BSM there was a certainty that arguments for and against MLM; that MLM the Amway business would cause a loss to a large is predicated on recruitment of endless number of people (to the extent that out of an IBO chains of participants as primary customers. population which exceeded 33,000 only about 90 My analysis of hundreds of MLM programs IBOs earned sufficient bonus to cover the costs of supports the conclusion that MLMs are actively building the business). recruitment-driven with very little incentive to sell products to non-participants. This means that at best one out of 367 Products are priced too high to be IBOs (Independent Business Operators) are competitive, and compensation plans in a position to even show a profit, especially provide rewards to participants that escalate since very few products are sold at suggested exponentially as they climb the hierarchy retail. After subtracting incentivized purchases (pyramid) of participants. and operating expenses, the number who It is both very demanding and very earned a significant income (more than a expensive to recruit a large downline, which minimum wage) would likely be far less than is essential if one is to realize significant one out of a thousand. profits from MLM. Those who lock in a The lucky few who actually earned the position as the first ones in the network of substantial ongoing income (profits above recruitment chains have a huge advantage expenses) suggested in opportunity over those who come in later, but this is meetings could be said to be virtually nil. In seldom disclosed to new recruits. fact, another statement in the same (UK) judgment suggests that ―instances of those who did have some success . . . are the equivalent of one out of many thousands.‖104 Labeling such an activity as a business or income opportunity is a major Based on tax studies and on my misrepresentation. This lack of profitability analysis of average earnings of will be examined in detail in Chapter 7. MLM participants where such
Recruiters in UK called ―gang masters.‖ In the UK case, the importance of recruiting as the life blood of the business was strongly emphasized in these words:
data is available, those who reaped the promised rewards did it by recruiting large downlines.
The existing IBOs effectively act as gang masters, the gang master being rewarded under a system which rewards him or her more highly for 103
Approved Judgment: The Secretary of State for Business Enterprise and Regulatory Reform v. Amway (UK) Limited May 14, 2008. § 7(c), Op. Cit., § 54 ( c) 104 Op. Cit., § 54 ( c)
105
Op. Cit., § 46
Ch. 5- 8
Ch. 6- 1
Chapter 6: ATTRITION RATES OF MLM PARTICIPANTS – why few recruits stay, and why it matters Chapter contents Introduction and summary Evidence of high attrition rates Estimates of minimum attrition rates – and a challenge to ―prove me wrong.‖ Comparisons with failure rates for small businesses and franchises Comparisons with other sales persons Conclusions
6-1 6-1 6-3 6-3 6-4 6-5
As explained in the last chapter, replacement of dropouts is accomplished by continual recruitment of a revolving door of new recruits, which is one reason that ―TOPPs‖ (top-of-the-pyramid promoters), or ―kingpins,‖ garner a disproportionate share of the revenues. TOPPs are the driving force of MLMs.
Evidence of high attrition rates Introduction and summary High attrition - an Achilles heel for MLM defenders. MLM promoters are often touting to prospects the ―residual income‖ that MLM provides for those who participate. They make it sound like an author‘s royalties or an annuity – a steady stream of income from the commissions that will flow to them from their downline, even while they sleep, or travel in luxury with all that money they‘re going to make. While the endless chain of recruitment assumes in infinite market, the promised residual income from MLM assumes perpetual residuals from a permanent cast of downline buyers. As we shall see, careful investigation suggests that nothing is further from the truth. Unwittingly, MLM participants recruit their own completion, requiring that they recruit aggressively in increasingly saturated markets, leading to high loss rates among particpants. We will find that attrition rates in MLM are extremely high, which will have a huge impact on profit and loss rates, and vice versa. This may explain why MLM companies are loathe to disclose information on ―turnover‖ or ―attrition‖ (or the opposite – ―retention‖) rates. It requires considerable sleuthing to get this information, but enough is available to make some realistic estimates of actual rates.
What turns up in a Google search. When one does an ―Advanced Search‖ in Google for ―MLM‖ - associated with the words ―attrition,‖ ―retention,‖ or ―turnover‖ thousands of interesting search results come up. Nearly all of them acknowledge horrible turnover of new recruits into the MLM business, and sponsors of most of the web sites each have their own solution to the ―problem.‖ It may be a special lead system, a revolutionary training program, or an unusual compensation plan, etc. However, few acknowledge the stark truth of the cause of such high attrition – the flawed system of unlimited recruitment of a network of endless chains of recruitment that has led to increasingly saturated markets and high loss rates. Participants may be quitting for some very good reasons, whether they fully understand them or not. Except for TOPPs (top-of-the-pyramid promoters), almost all MLM participants wind up losing money – and eventually drop out of the program, many of them discouraged and blaming themselves – rather than a flawed program.
Ch. 6- 2 Melaleuca‘s phony boast. There was one MLM that for some time boasted of having the highest retention rate in the industry. In fact, Melaleuca claimed to have an incredible 94.5% retention rate. However, when the issue was investigated in a Texas court case, it came out that the 94.5% was not per year or longer, but per month, which meant they were losing 5.5% per month – or about 66% per year. Nu Skin, Pre-Paid Legal, and other MLMs have admitted losing over 50% per year. Extended out over time, 95% or more would likely be gone in five to ten years. Nu Skin‘s ―permanent income.‖ When I tested the Nu Skin program, the promoters touted the ―permanent income‖ that one can attain through network marketing. Ten years after leaving the program, I was curious enough to attend a couple of their ―opportunity meetings‖ to see if anything had changed. The Nu Skin speakers were still talking of a ―ground floor opportunity‖ and ―permanent income.‖ One thing had changed – the people. I looked around – all new faces, except for the top-level ―Blue Diamond‖ speakers, who were essentially the same cast of characters with an audience of new prospects before them. I thought then, ―How could they be enjoying permanent or residual income, if they have to recruit a whole new set of participants to replace the 98% or 99% who had dropped out?‖
After 10 years, the Nu Skin speakers were still talking of a “ground floor opportunity” and “permanent income.” One thing had changed – the people. I looked around – all new faces, except for the speakers themselves, who were essentially the same cast of characters with an audience of new prospects before them.
Another analyst, Robert FitzPatrick observed that ―The pattern of 50-70% of all distributors quitting within one year holds true also for Nu Skin.‖106 Admission of Pre-Paid Legal. FitzPatrick also noted: In its annual report to the SEC, Pre-Paid Legal, another large MLM, revealed that 1/2 of all its customers and distributors quit each year and are replaced by another group of hopeful investors.107 Amway‘s ―smoking gun.‖ According to Eric Scheibeler108, author of the book Merchants of Deception, out of 10,000 participating IBOs, only 414 remained in the business after the 5th renewal. That‘s a 95.9% dropout rate in only five years for the largest of all MLMs – truly a smoking gun!109
Out of 10,000 participating Amway IBOs, only 414 remained in the business after the 5th renewal. That’s a 95.9% dropout rate in only five years for the largest of all MLMs – truly a smoking gun! Speaking of Amway (or Quixtar in the U.S. from 2000-2009), an active participant is called an ―IBO‖ for ―Independent Business Owner.‖ As one of a group of consumer advocates who has studied the deceptions in Amway‘s program, I find this IBO designation amusing. Why? Because Amway‘s distributors are not independent, as anyone who has sought to work with any other MLM while with Amway can testify. It is not a business, unless one considers odds of success far below gambling a real business. And Amway‘s IBO‘s don‘t own anything, as anyone who tries to leave Amway and take their downline (that they spent years building) with them can testify. 106
FitzPatrick, Robert, ―10 Big Myths of Multi-level Marketing‖. Report published in 2009. Available from the web site pyramidschemealert.org 107 FitzPatrick, Robert, ibid. 108 Scheibeler was citing a 2005 Quixtar (Amway) internal management report 109 Term used by Bruce Craig, former Assistant Attorney General for Wisconsin
Ch. 6- 3 They don‘t even own the promised residual income because the high attrition rate assures them that they cannot count on those residuals – and because there are seldom any profits at all.
Estimates of minimum attrition rates – and a challenge to ―prove me wrong.‖ Statistical distortion common in MLM. MLM companies that furnish data on average incomes are careful to include only ―active distributors‖ (or ―representatives,‖ ―associates,‖ ―agents,‖ etc.) in their population of participants, comparing them with those who have achieved certain profitable levels in the pay plan – even if they have been with the MLM for ten or twenty years. This hugely distorts any resulting conclusions that would be drawn from the data. Statistical integrity would require that all recruits (not non-participating customers) be included for a given time period and none interjected into the data set from an earlier time period.
Deleting dropouts from the population of recruits hugely distorts average income statistics. Reasonable attrition estimates – and a challenge to ―prove me wrong.‖ Based on my analysis of hundreds of MLMs, on investigations in court cases by myself and others, on comments by MLM spokesmen in the media, and on worldwide feedback on the Internet, I would estimate that that over a five-year period, at least 90% of participants would have quit their respective MLMs, and in ten years, 95% would be gone. This would mean retention of 5-10% at most. The only exception to that might be some party plans that can produce profits for legitimate sales to non-participants I am open to making an exception to these figures if officials from any MLM can produce their entire list of recruits over a five or ten year period and show retention higher than that.
Comparisons with failure rates for small businesses and franchises. MLM defenders attempt to compare MLM to legitimate businesses. When confronted with evidence of high turnover, or attrition, MLM promoters are fond of comparing it to high failure rates in small businesses generally. But the latter do not even approach the high failure rates experienced by MLM participants. In sharp contrast, one nationwide survey of small businesses110 showed that over the lifetime of a business, 39% are profitable, 30% break even, and 30% lose money. Cumulatively, 64.2% of businesses failed in a 10-year period. Franchises do much better. The following quote from an article in the Journal of Small Business Management111 is highly relevant here: When aspiring business owners compare the options of franchise versus independent business ownership, an important consideration is the relative risk of business failure. To date, the primary referent for examining franchise failure rates has been surveys conducted by Andrew Kostecka (1988)(1) under the auspices of the U.S. Department of Commerce, which indicate that less than 4 percent of all franchises fail each year. This figure compares favorably with various estimates of independent small business failures (e.g., Dun and Bradstreet 1989).
If only 64.2% of businesses failed in ten years, this totally refutes the argument of MLM defenders that – ―MLM is just like any business. Those who work at it succeed. Most fail because they didn‘t really try.‖ With a 99% loss rate, MLM is definitely not like a real, legitimate business. If 99% of all MLM participants lose money112 (compared to 30% of small businesses), and if in 5-10 years, 95% quit (compared to 64% of small businesses), there must be something wrong with the 110
William Dennis, Nat‘l Federation of Independent Businesses, reported by Karen E. Klein in Business Week, September 30, 1999. 111 Castrogiovanni, Gary J., Justis, Robert T., and Julian, Scott C. ―Franchise failure rates: an assessment of magnitude and influencing factors.‖ Journal of Small Business Management (April 1, 1993) 112 See Chapter 7.
Ch. 6- 4 entire MLM industry; i. e., with the MLM business model itself. MLMs are not real, legitimate businesses – any more than classic no-product pyramid schemes are real businesses. MLMs are simply productbased pyramid schemes.113
Comparisons of MLM with other types of selling Comparisons of attrition rates for MLM participants to those for retail sales persons. In desperate attempts to explain away MLM annual attrition of 50%114, the DSA makes comparisons with the high turnover among retail sales persons. But as PSA‘s Robert FitzPatrick wrote: For attrition rates, you may find DSA's latest statement of interest. They state that the average turnover rate in [―direct selling‖ is 56%], but then go on to compare that number with [53%] turnover rates in the traditional "retail" sales industry. This, as we would expect, is spurious. Retail sales in stores is seasonal and, by design, part time. And, as you work, you actually get paid so there is no relation to the attrition rate in real retail sales and financial loss. And you are not required or even induced to buy the goods in the store as part of your pay plan. Finally, MLMs should not be compared to retail sales at all, since few MLMers ever retail anything anyway. Since MLM is not sales work, but pyramid recruiting, it has no counterpart in the real world 115 or work or employment.
Temporary participation in ―direct selling.‖ In another attempt to explain away the high turnover in the MLM industry, the DSA often suggests that many persons participate in MLM (which they call ―direct selling‖) only temporarily or seasonally to raise money for Christmas or college, etc. – not for regular income. So they claim these dropouts should not be counted as dropouts. The problem with this argument is that the DSA equates MLM to legitimate direct selling – where part-time or seasonal income is possible. However, none of the
compensation plans of the hundreds of MLMs I have analyzed are set up to reward those who participate on a temporary basis. They are all recruitment-driven and top-weighted, meaning rewards are weighted towards those who recruit and maintain huge downlines. This is not possible for seasonal or part-time participants. Add to that the problem of MLM products that are not priced competitively for resale – and the cost of purchases required to participate fully in the pay plan – and seasonal participants are merely fattening the coffers of the MLM and TOPPs. While some may be fooled by the DSA‘s argument, it rings hollow to me. Decades ago, when door-to-door selling was viable, I sold encyclopedias to help pay my way through college. My commissions were much larger than overrides paid to my sales manager. So I was able to make a good part-time income without recruiting a single person. This meant reporting a net income from selling on my income taxes – which MLM participatns seldom do.116 And I did not have to buy a set of encyclopedias to qualify for commissions!
Decades ago, when direct selling was viable, I sold encyclopedias to help pay my way through college. My commissions were much larger than overrides paid to my sales manager, so I was able to make a good part-time income without recruiting a single person. This meant reporting a net income from selling on my income taxes – which MLM participants seldom do. And I did not have to buy a set of encyclopedias to qualify for commissions!
113
See Chapter 2: and 7. Chapter 1 114 ―Top 10 Myths & Facts About Direct Selling,‖ by DSA‘s Amy Robinson, posted at – www.directselling411.com. 115 Letter to Jon Taylor dated October 21, 2010
116
―Who profits from MLM? Preparers of Utah tax returns have the answer,‖ by Jon M. Taylor. Posted on mlm-thetruth.com
Ch. 6- 5 The revolving door of MLM participation. This is so generic in MLM, that it‘s worth repeating what I said in Chapter 3 about how MLMs endure despite high attrition rates: MLM recruitment is conducted as ―body shops.‖ Those who drop out on the bottom levels are constantly being replaced with new recruits who believe the promises of wealth and time freedom – or a little additional income for persons who are struggling to make ends meet (which almost always places them further behind financially).117
A revolving door of recruits replaces dropouts.
117
See Chapter 3
High attrition is one of the most striking attributes of MLM. The “permanent income” or “residual income” touted by MLM promoters is a myth.
Conclusions. High attrition is one of the most striking attributes of MLM . This should be expected, since the business model is based on an endless chain of recruitment, which is inherently flawed, uneconomic, and deceptive. Mathematically, it cannot work in the long run in the real world. So the vast majority are destined to failure and financial loss. This is the primary reason for such high attrition rates – not lack of effort, poor products, ineffective marketing, or bad management. MLM officials are loathe to disclose attrition data and even hugely distort average earnings reports by including only ―active‖ participants in their reporting. However, from available data and worldwide feedback, it appears that throughout the industry at least 90% of MLM recruits are gone in five years, and at least 95% in ten years. With the possible exception of TOPPs, the ―residual‖ or ―permanent‖ Income touted by MLM promoters is a myth.
Ch. 6- 6
Most of the money paid by the MLM company goes to TOPPs (top-of-the-pyramid promoters) at the expense of a revolving door of unwitting new downline recruits, who try an MLM program and quit, only to enrich the founders and TOPPs with commissions from the purchases these recruits made in a vain effort to “succeed.”
Ch.7- 1
Chapter 7: MLM‘s ABYSMAL NUMBERS Chapter contents
Introduction and summary
Introduction and summary 7-1 Assumptions needed to proceed 7-2 Calculations validated by experts 7-2 Legal disclaimer 7-2 What tax studies have revealed about MLM 7-3 Open disclosure of information supporting income claims is crucial for consumer protection 7-4 MLMs‘ inherent flaws 7-4 How can the odds of profiting be calculated? (6 steps) 7-5 The case of Nu Skin – responding to an FTC Order to cease its misrepresentations 7-9 Exhibit 7a: Nu Skin‘s Blue Diamonds cash in on a mega-pyramid of downline victims 7-10 Sample calculations, using Nu Skin data 7-12 Exhibit 7b: How data presented by Nu Skin 7-13 Exhibit 7c: Data presented with highlighted information important for prospects to know, but not disclosed by Nu Skin 7-14 Additional conclusions from Nu Skin data 7-15 Perform your own calculations 7-16 Different assumptions yield similar conclusions 7-16 These conclusions on abysmal loss rates apply to every recruitment-driven MLM 7-17 Exhibit 7d: MLM profitability analysis table 7-18 Concluding comments on the table in Exhibit 7d 7-23 Why the breakeven point for expenses is set so high before participants can net any profits 7-24 Even if we assume lower expenses and Attrition rates, MLMs loss rates are abysmal. 7-25 MLM loss rates are not comparable to those for legitimate small businesses 7-25 Does MLM participation qualify for tax write-offs? 7-27 Do MLM stocks make good investments? 7-27 Exh. 7e: MLM stocks – 2012 list 7-29 Exh. 7f: Examples of news that could affect stocks 7-29 Network Marketing Payout Distribution Study 7-30 These conclusions confirmed in other studies 7-31 My explanation for the extremely unfair income distribution in MLM 7-33 Two flaws in MLM as an ―income opportunity‖ 7-34 MLMs are the most unfair & deceptive of business opportunities and of all pyramid schemes. 7-34 Exhibit 7g: Relative vertical equality – commissions 7-35 Exhibit 7h: Extreme inequality– income distribution 7-36 Exhibit 7i: MLM Profit & loss rates vs. various income options – chart 7-38 Exhibit 7j: ― ― ― ― ― ― ― ― – table 7-39 FTC‘s Business Opportunity Rule survey revealed self-deception is common in MLM 7-40 The critical need for adequate disclosure 7-40 MLMs as ―pay more‖ buyers‘ clubs 7-41 MLM likely greatest consumer scam in history 7-41 Conclusions 7-42
Is MLM a profitable business opportunity? And if so, for whom? Just do the math – the numbers don't lie. In this chapter, you will find the most rigorous and thorough analysis of MLM profitability ever done by an independent research entity. Questions about the7-5viability and profitability of MLM as a business model and its many company manifestations are answered in this and prior chapters – based on 20 years‘ research, worldwide feedback, and analysis of the compensation plans of over 500 MLMs, as well as average earnings data, where available. The answers are not pretty. Our studies, 7-15along with those done by other independent analysts (not connected to the MLM industry), clearly prove that MLM as a business model – with unlimited recruitment of a network of endless chains of of participants as primary customers – is flawed, unfair, and deceptive. Worldwide feedback suggests it is also extremely viral, predatory and harmful to many participants. This conclusion does not apply just to a few specific MLM companies, but to the entire MLM industry. It is a systemic problem with the MLM business model itself. Of the 500 MLMs I have analyzed for which a compensation plan was available118, 100% of them are recruitment-driven and topweighted. In other words, the vast majority of commissions paid by MLM companies go to a tiny percentage 7-31 of TOPPs (top-of-thepyramid promoters) at the expense of a revolving door of new recruits, almost 100% of whom lose 7-38 money. This is after subtracting purchases they must make in orderto qualify for commissions and rank advancement, to say nothing of minimal operating expenses for conducting an aggressive recruitment campaign – which 7-39 (as explained in Chapters 2 and 5) is essential to get into the profit column. I found the claim by MLM promoters that many participants work for part-time or seasonal income to be a totally false argument because without full-time and long-
Appendix: 7A: Methodology validated by financial experts 7B: Winners & losers in no-product pyramids 7C A simple form that would provide honest disclosure 7D. Losses suffered by MLM victims every year 7E: Network Marketing Payout Distribution Study
7-43 7-46 7-47 7-49 7-50 7-50
118
Listed in Appendix 7A. Most were MLMs for which I responded to inquiries about them.
Ch.7- 2 sustained effort, MLM participants cannot build and maintain a large enough downline to meet expenses, and realize a net profit. (Those who get in early in the endless chain of recruitment also have a huge advantage.) These conclusions were confirmed in the average earnings reports of all 37 current MLMs for which we were able to obtain data published by the companies themselves. (Such high loss rates were also found in MLMs that had folded or been shut down.) Such statistics are invaluable for analysts to debunk the many misrepresentations that are told to thousands of prospects every day. Failure and loss rates for MLMs are not comparable with legitimate small businesses, which have been found to be profitable for 39% over the lifetime of the business; whereas less than 1% of MLM participants profit. MLM makes even gambling look like a safe bet in comparison. MLM stocks are questionable investments at best. And the case can be made that losses from MLM participation should not be allowed as a tax deduction – beyond the amount of actual income, as is the case with other risky income options such as gambling and horse racing. MLM as a business model is the epitome of an ―unfair and deceptive act or practice‖ that the FTC is pledged to protect against. It is even worse than classic, noproduct pyramid schemes (for which the loss rate is only about 90%) and ―pay to play‖ chain letters. Given MLMs‘ abysmal numbers, for promoters to present MLM as a ―business opportunity‖ or ―income opportunity‖ is a blatant misrepresentation. Some would say it is simple fraud.
When these numbers are properly understood, losses from MLM fraud easily exceed all other classes of “work from home” or “business opportunity” fraud put together.
Assumptions and cautions needed to proceed with this analysis In any analysis, especially on a controversial topic and using less than perfectly gathered and controlled data, the analyst must make certain assumptions and recognize certain cautions or potential pitfalls in order to proceed. So in order for me or anyone to do this analysis of profitability for MLM participants, certain assumptions will be identified – such as whether or not participants seek to optimize their gains, and what costs could be incurred (and therefore should be subtracted from earnings) in a successful recruitment campaign. Questionable reporting that could mislead those seeking to get at the truth must be guarded against, such as how numbers are reported and displayed.
Calculations validated by experts The author, Dr. Jon Taylor, has a two-year MBA with two years of coursework in statistics, accounting, economics, finance, and analysis of business enterprises prior to his research training in his PhD program and his experience evaluating the research of others in administrative positions at two universities and in his consulting work. Also, these analyses and calculations have been validated by independent experts in fields requiring much sophistication in statistics, finance, and accounting. (See Appendix 7A)
Legal disclaimer These opinions, calculations, analyses, and reports are intended purely to communicate information in accordance with the right of free speech. They do not constitute legal or tax advice. Anyone seeking such advice should consult a competent professional who has expertise on endless chain or pyramid selling schemes. Readers are invited to validate the author‘s research using the analytical tools provided. Readers are also advised to obey all applicable laws, whether or not enforced in their area. Neither the Consumer Awareness Institute nor the author assumes any responsibility for the consequences of anyone acting according to this information.
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What tax studies have revealed about MLM profitability The Wisconsin experience with Amway. In 1980, as part of a suit against Amway, an investigation was undertaken by the Office of Attorney General for the State of Wisconsin, led by Assistant AG Bruce Craig. Out of approximately 20,000 distributors operating in Wisconsin, state tax returns were obtained for all of the Amway ―Direct‖ Distributors in Wisconsin, which numbered about 200, which represented approximately the top 1% of distributors in Wisconsin. Attached to the returns were the federal forms, which revealed a breakdown of revenue and expense information. Though these were the top distributors in the state, with an average gross profit of about $12,500, the average net income after subtracting operating expenses for these 200 top Amway distributors was about minus $900. (Obviously those who profit must be much higher in the hierarchy of participants than the top 1% – and most not living in Wisconsin.) This information was reported on the nationally televised show ―60 Minutes.‖
The average net income (after subtracting expenses) for the 200 top Amway distributors in Wisconsin was approximately minus $900. It should be noted that had the costs of all Amway products that were consumed or given away as gifts – but which were required to qualify for commissions and advancement in the scheme – been subtracted, the net losses could have been much higher. Mr. Craig recalled that a couple of distributors may have grossed $50,000, with actual net income after expenses that would have exceeded a minimum wage for the time spent on their Amway ―business‖ – but far below the income suggested at Amway ―opportunity meetings.‖ Approximately two distributors who operated profitably out of 20,000 total distributors yields a one in 10,000 ratio – decidedly uneconomic.
As a general rule, in MLM the more a new recruit invests, the more he or she loses, except for those who get positioned at or near the top of a huge pyramid of participants – who are often those who got in at the start.
The Utah tax study. In 2004, I personally telephoned 99 tax preparers in four Utah counties, three of which were rural counties with no MLMs (MLM companies) headquartered in their boundaries. So I felt it was a safe assumption that few if any TOPPs (top-of-the-pyramid promoters), or ―kingpins,‖ would live in those counties. None of the 33 tax preparers could remember anyone reporting a profit on their income taxes from participating in MLM, for any length of time, even though an earlier randomized survey of Utah consumers showed that approximately 21% of the population had at some time been involved in MLM. Then I called 33 CPAs who perform tax preparation in Utah County, in which is located the highest concentration of MLM company headquarters in the country – now over 60 MLMs (about 1 for every 18,000 persons). While they could not reveal specific amounts, collectively these CPAs could recall 38 clients who made large sums of money from MLM. These of course were TOPPs who lived close to company headquarters and (I assume) used CPAs because the income amounts were so large. I called another 33 tax preparers in Utah County who were not CPAs. From these, an additional five tax filers were reported to have very large incomes from MLM participation – likely also TOPPs. These results strongly support what the rest of this chapter will show – that most of the money goes to TOPPs at the expense of a revolving door of unwitting new downline recruits who try an MLM program and quit, only to enrich the founders and TOPPs with commissions from the purchases they made in a vain effort to ―succeed.‖
Ch.7- 4 The argument of an ―intolerable burden‖ to supply a single page of information is absurd, especially since franchisors are required by the FTC to furnish a disclosure document to prospects that is often hundreds of pages long. Since the income claims of MLMs It should also be noted that the average touted by their promoters are at the heart of earnings data that has been disclosed by a the legitimacy of their programs, it is select few MLMs (whether mandated or not) important to disclose the truth about appears to have been cleverly designed to average earnings so that prospects can mislead prospects and regulators. So in my have valid information upon which to base opinion, it is imperative that the deceptions their decision on participation. be identified and a more true portrayal of So far, regulatory agencies have not average earnings be made available. A required honest and sample form that could understandable disclosure Handing out a one-page be used to disclose of essential information to disclosure document to crucial information to MLM prospects. I have prospects – an intolerable prospects is displayed examined the compensation (with explanations) in burden? plans of hundreds of MLMs Appendix 7C I will also and found that virtually all hide the near-zero endeavor in this chapter to provide a set of odds of making a profit, and in fact almost procedures for any qualified analyst to use certain loss after subtracting purchases of to debunk deceptions in current reporting products necessary to qualify for commissions and to replicate my findings. and advancement in the pyramid of participants. It is no wonder that MLMs and their chief lobbyist, the DSA (Direct Selling MLM‘s Inherent flaws Association), vigorously resist transparency In prior chapters, the flaws in the MLM regarding income claims to protect as a business model were discussed. In a consumers. nutshell, MLM is predicated on unlimited And it is no surprise that recruitment of a whole network of endless recent efforts by the FTC chains of participants as primary customers. (Federal Trade Commission) to get business opportunity sellers to disclose average earnings and other minimal information to help consumers was met with fierce objections from the DSA/MLM lobby. Why did they lobby so aggressively (spending over $4 million) to avoid even minimal transparency if they had nothing to hide – or if they wanted to prove their legitimacy? This by itself should be a red flag signaling something very wrong with MLM as an industry and/or as a fundamental business model. The fundamental flaw in MLM is the unlimited The DSA/MLM lobbyists argued that recruitment of a whole network of endless chains handing out a one-page disclosure of of participants as primary customers. MLM pay average earnings, legal claims against the plans assume an infinite market, which does not company, and references, etc. prepared by exist in the real world. They also assume virgin markets, which don‘t exist for long – which the company would be an ―intolerable means they either collapse or repryamid into burden‖ for direct sellers. FTC personnel new markets or with new products.. should have seen this as a blatant effort to avoid consumer protective transparency.
Open disclosure of information supporting Income claims – is vigorously resisted by the MLM industry.
Ch.7- 5 All MLM compensation plans assume an infinite market, which does not exist in the real world. They also assume virgin markets, which don‘t exist for long – which means they either collapse or repryamid into new markets. MLM is therefore inherently flawed, unfair, and deceptive. From analyses of the compensation plans of over 500 MLMs, I have found a consistent pattern of pay plans that are recruitment-driven and top-weighted, meaning they are driven by incentives to recruit, with company payout of commissions (after ―skimming‖ by founders) going primarily to a select few ―TOPPs‖ (top-of-the pyramid promoters) who are often those who were positioned at or near the beginning of the recruitment chains. A list of the MLMs for which I have analyzed the compensation plans and which displayed at least four of the five causative and defining characteristics of recruitmentdriven MLMs is found in Appendix 2E. Worldwide feedback suggests that MLMs are also extremely viral and predatory. They feed on the product investments of a revolving door of new recruits, each subscribing to product purchases to qualify for commissions or advancement in the pyramid of participants. But almost all newcomers are being sold a ticket on a flight that has already left the ground. MLMs can be extremely harmful, causing huge losses for those who invest the most in the schemes. Assuming all this were true, we would expect to see it reflected in the average earnings of MLM participants. And that is precisely what I will examine in detail.
How can the odds of profiting from an MLM be calculated?
NOTE: Another fundamental flaw in MLM is relative vertical equality (RVE) of commissions as spelled out in the companies‘ compensation plans. While RVE may appear to be fair, the effect is extreme inequality in payout to participants, again making it an incredibly unfair and deceptive practice. This is a more complex concept that will be explained later in this chapter.
From the compensation plan, determine the minimum incentivized or ―pay to play‖ purchase requirements. In other words, how much in products and services will you be expected to purchase (even if supposedly for resale) in order to qualify for commissions and bonuses, and to advance up the various levels in the pay plan (commonly referred to as ―rank advancement‖).
Statistics of average earnings that have been provided by MLMs are laden with obfuscation and deception, apparently to avoid revealing the abysmal odds of success for new recruits. But careful analysis can lead to a more accurate picture of profitability (or loss rate) for those considering a particular MLM. I have found that by following the steps outlined here a more truthful assessment of profitability can be made. Here are the steps that I would recommend for persons being recruited into an MLM to estimate the true odds of their realizing a profit:
Step 1: Obtain average earnings statistics Obtain from the MLM recruiter the average earnings statistics for the MLM you are examining, showing the average amount of money paid by the company in commissions and bonuses to participants at the various levels in the compensation plan. Caution: If the MLM won't provide statistics of average earnings, you should consider that a red flag, as you should for anything promoted as a packaged ―business opportunity‖ or ―income opportunity‖ – without disclosing average income results.
Step 2: Determine total incentivized or “pay to play” purchases – and other purchases expected of participants.
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In addition to product purchases, TOPPs for many MLMs expect downline participants to pay for training, conferences, books, recordings, sales literature, and other ―tools‖ needed to be successful. (In a legitimate sales setting, such expenses are usually paid by the company.) For most of the MLMs I examined, incentivized or ―pay-to-play‖ purchases ranged from $50 to $500 a month. I often discovered at least ―$100 a month as a minimum figure for incentivized purchases and necessary ―tools of success‖ Caution: Avoid falling for the ruse that you don‘t have to purchase anything, or that you can sign up just to get the products at a discount. If you listen carefully to the pitch of the MLM recruiter, it should soon become clear whether they are selling the products – or the opportunity. If the latter, it is deceptive to sell you on signing up so you can buy products. Ask this question: ―Is this a buyers‘ club – or an opportunity chain?‖ Another sign that you are being sold an opportunity (with products merely a means of laundering investments in a productbased pyramid scheme) is when the products are hugely overpriced. If promoters are hyping the unique features of the products to justify prices several times what you would pay for comparable products in your local supermarket, then you may want to hold on to your wallet.
Step 3: Try to find out the average total amount of money paid to the company by participants. If the company will provide it, you should also get the average of the total amount of money paid to the company by participants at each level for products and services purchased from the company, including ―pay to play‖ purchases (Step 2). I have found this to be an important piece of information that MLMs have been unwilling to provide, though it is crucial information, since prospects have a right to know the likelihood they will lose money or come out ahead. Even if – as MLM promoters claim – it was not possible to get total operating
expenses, average amounts of money paid in to the company per participant should be readily available. Caution: Avoid falling for the line that purchases that you make for your own use are purchases you would have made anyway and therefore should not count. Typically, similar products can be purchased for a small fraction of the price from alternative sources. And purchases are seldom continued after participants terminate. The point that you want to determine is how many people come out ahead financially from their participation. The formula for gross profits (before operating expenses) is very simple – money paid by the MLM to participants less money paid to the MLM by participants. As will be seen, our calculations show the balance is nearly always negative, meaning a net loss for participants. And it is even worse if you subtract operating expenses. More on that later. Caution: You should not assume you can sell the products at a heightened ―retail‖ price to others, as promoters claim is possible. Our extensive research and feedback leads to the firm conclusion that such re-selling by MLM participants is usually only a very minor portion of product sales. Typically, MLM products are far too expensive to compete with products purchased from standard retail outlets. (See Chapter 4.) ―Direct selling‖ by MLM participants to non-participants in significant volume is a myth promoted by well-paid MLM company and industry (DSA) communicators. Exceptions to this are ―sympathy buyers‖ – friends and family that may purchase the overpriced products out of sympathy for participants. As with participants, such purchases usually cease when the participant leaves the MLM. However, if an MLM promoter insists that significant retail selling is going on, ask for proof in the form of receipts. If it were a legitimate direct selling operation, sales to non-participants would be many times the amount of sales to sales persons.
Ch.7- 7 Caution: Avoid accepting uncritically the MLM promoter‘s claims that the products have magical properties that will heal or prevent every disease on the planet and that they can only be obtained through this particular MLM. Many MLM promoters claim to have the latest and greatest ―pills, potions, and lotions‖ – or the best and most unique of some other products or services. Note the ingredients and shop around for at least comparable products through other outlets – you will be surprised at what you can save. (Again – see Chapter 4.)
Step 4: Obtain – or estimate – the company‟s attrition/retention rate Prospects should ask their recruiter to furnish the company‘s attrition (dropout) rate; i.e., the percentage of recruits who sign up only to drop out within a year – and over a five or ten-year period. If they can‘t or won‘t furnish it, you can assume that it exceeds the minimum of 50% per year, which we have found where such data is available. Over a five-year period, at least 95% typically have left the company; and usually after ten years, nearly all except for those at or near the top of their respective pyramids will have dropped out. At the very least, you can assume that 90% of participants will terminate within five years, and at least 95% within ten years. This is useful to know, since MLM's published average earnings reports will often include top-level participants who were there from the beginning – which may be ten years or more. To be statistically valid, all dropouts and terminations should be included for the same period as for those participants included at the top levels in their reports. If any company challenges the assumption of attrition of 90% for five years, and 95% for ten years (or retention rates of 10% and 5% respectively), ask company officials for data to prove otherwise. To my knowledge, no recruitment-driven MLM has been able to show more favorable retention statistics than these. (For important information on attrition rates, see Chapter 6.)
Caution: Don't accept an MLM‘s statistic for the total number of "active" distributors or participants as the base used for calculating what percentage of participants succeeded in rising to the various levels. Again, if the "successful" participants who have been with the MLM for ten years are counted, then every person who signed on with the program during that same ten-year time period. should be counted in calculating success rates – whether they are active, inactive, or terminated. The MLM practice (endorsed by the DSA) of comparing only currently "active" participants (most of whom have been there only a short time) with "successful" participants who have been there for many years, greatly skews the numbers in their favor - a huge deception.
The MLMs’ practice of comparing only currently "active" participants with "successful" participants who have been there for many years, greatly skews the numbers in their favor – a huge deception. Step 5: Obtain – or estimate – minimum operating expenses needed to conduct a successful recruitment campaign. Estimate minimum operating expenses necessary to successfully recruit. It is true that most MLM participants purchase a few products, find recruiting and selling very tough, and then quit without spending much money. But my analysis of hundreds of MLM compensation plans convinces me that participants rarely – if ever – move into the profit column without an aggressive recruitment campaign carried out over an extended period of time. In 1994-5, I put Nu Skin, a leading MLM, to the test for a year, devoting all my time to climb to the top 1% of distributors (counting ALL distributors, including dropouts). I kept careful records of my spending and wound up with expenses of over $1,500 per month including products and services from the company, plus all operating expenses, such as travel, telephone, computer supplies, advertising,
Ch.7- 8 meeting rooms, etc. My commissions totaled only about $250 a month, netting an annual loss of approximately $15,000 – plus lost income from not spending that time doing something profitable. Even a minimum wage job would have been far more profitable than Nu Skin. I included incentivized purchases in the amount spent on products and services, even though some or most were personally consumed or given away. This is because these are purchases necessary to qualify for commissions or for rank advancement. Some may not be treated as a deduction for tax purposes, but they should be considered as a cost of doing business for analytical purposes, especially if the participant would not have made the purchases were he/she not intending to earn commissions or to advance in rank. Important note: My $18,000 ($1,500/mo.) operating expense figure would be equivalent to over $27,000 in 2011 dollars (the year for the latest figures in Exhibit 7d). So as a reasonable assumption based on my experience, in typically saturated U.S. markets I would estimate a bare minimum of $25,000 in total expenses to mount an effective recruitment campaign today, which is essential for any hope of success in a typical recruitment-focused, top-weighted MLM program. This is a conservative figure, and the figure could be several times that for TOPPs who must frequently travel, rent meeting facilities, etc., in order to recruit sufficient new recruits to replace those who are continually dropping out. Also, many costs have increased since 1994, along with new recruitment resources, such as maintaining a web site and lead generation programs sold to new recruits. Caution: MLM promoters and the DSA, often claim that many or most participants just work part time for a little cash to supplement income, to meet Christmas expenses, etc. This is one of their biggest deceptions. Profitability in MLM does not come cheaply or easily – it very costly and time-consuming, and compensation plans require consistent effort over time to advance in any MLM program. Based on the foregoing, I feel confident in my conclusion that part-timers
and seasonal participants are not profiting, but are merely contributing to the coffers of the company, founders, and TOPP's.
Part-timers and seasonal participants are not profiting, but are merely contributing to the coffers of the company, founders, and TOPP's.
Tax studies and analyses of reports of average incomes (assuming minimal expenses are subtracted) show that few ever earn a profit from MLM participation, with the notable exception of those who arrive at or near the top of their respective pyramids – who may make a lot of money, often millions of dollars – harvesting commissions from purchases of hopeful new recruits beneath them. Caution: Don‘t accept the argument by promoters that success in MLM recruitment costs little or nothing. New MLM recruiters will soon start getting the cold shoulder from friends and relatives and have to recruit elsewhere. Again, anyone who climbs the ladder in the compensation plan must spend not only a great deal of time, but a considerable amount of money to be successful.
Step 6: Calculate the profit/loss rate Now put it all together. This means debunking the figures supplied by the company by including ALL who signed up during the same period during which those who ―succeeded‖ are counted – and then subtracting expenses as explained above. Even if you just go back five years, you can multiply the MLM company‘s published success rate by a factor of 0.10 (retention rate – with 0.90 attrition rate) to get a success rate much closer to the truth. Then select all distributors who earned enough to have exceeded the break-even point; i.e., incentivized or ―pay to play‖ purchases plus estimated operating costs. Again, don‘t assume resale of products at heightened retail prices unless they can show you the actual sales receipts to prove it.
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The case of Nu Skin – responding to an FTC Order to cease its misrepresentations Exhibit 7b demonstrates how a compensation plan with extreme leverage119 can concentrate income to those at the top of a pyramid of participants at the expense of a multitude of hapless recruits at the bottom. This example illustrates the extreme concentration of income for TOPPs (top-of-thepyramid promoters). While the compensation plans of other MLMs may not be as extreme, all of the 500 MLMs I have analyzed are unfairly top-weighted – a fact not disclosed. (I have observed that few prospects have the background to discover this on their own by studying the compensation plan.) Exhibit b is extracted from a report of 80,613 "active distributors" in the U.S. for Nu Skin Enterprises120, a leading MLM company which was ordered to cease its misrepresentations of distributor earnings in 1994 – and has since then periodically provided average earnings data. Even though the report fails to include dropouts and any expenses (even incentivized purchases) in its report, these can be estimated as explained here. In this section, you will learn how to unravel the deceptions and interpret the numbers in the average income reports of MLMs that do provide such information.
All of the 500 MLMs I analyzed are unfairly top-weighted, concentrating income to those at the top of a pyramid of participants at the expense of a multitude of hapless recruits at the bottom.
119
In this analysis, ―leverage‖ refers to the degree to which those at the top profit from the losses – or commissions from product investments – of those at the bottom. 120 ―2011 Nu Skin Enterprises, Inc., Distributor Compensation Summary,‖ which is posted on the Nu Skin web site. The report is updated periodically, but for each year we see the same pattern of extreme concentration of payout to Blue Diamonds at the top.
Cautions: Great care must be taken in reading the numbers in reports of average incomes by MLMs. Note these deceptive techniques used to mislead readers: Quarterly commissions are given and then the figures are annualized. Since many terminate before a year is over, these annualized numbers could be much higher than actual annual figures. But in this analysis we'll give them the benefit of the doubt. Percentages are presented in a way to make the odds appear much higher than they are, especially if we assume 90% dropout rate over 5 years, or 95% over ten years (or retention of 10% and 5% respectively) – an optimistic assumption, based on actual statements by Nu Skin. Since the company was 27 years old when these 2011 statistics were reported, and the top earners (Blue Diamonds) in the U.S.A. have been there for well over ten years, it is reasonable to use the ten-year figure. Using these assumptions, we begin with the stated number of people achieving Blue Diamond status – 0.14%, or 0.0014. Then, 0.0014x 0.05 (5% remaining after 10 years) equals 0.00007 – which looks a lot less than the reported ―.14%‖.(0.00007 to a statistician is virtually zero.) And it could be far worse if actual annual percentages were used, instead of annualized percentages. Minimum pay-to-play in this program is $100 a month, or 1,200 a year – in order to qualify for commissions. This is not included in the report, as it should be. Only a small percentage of distributors would earn enough in commissions to exceed this amount. Add to the $1,200 the minimum operating expenses needed to conduct a successful recruitment campaign121, which the author found to be absolutely essential for rank advancement. In my one-year test122 of the Nu Skin program, the minimum total expenses to recruit successfully was over $18,000 per year (over $27,000 in 2011 dollars), including products and services from the company, travel and telephone expenses, home office and rooms for opportunity meetings, printing and duplicating expenses, advertising, telephone and internet services, and miscellaneous supplies. 121
See Chapter 5 for details. For a more complete account of my Nu Skin experience, read Chapter 1. 122
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Exhibit 7a
Nu Skin‘s Blue Diamonds cash in on a mega-pyramid of downline victims – far more extreme than a classic pyramid scheme Nu Skin‘s program can be described as a mega-pyramid, that uses a highly leveraged breakaway compensation plan that enriches each Blue Diamond distributor at the expense of as many as tens of thousands of downline participants. (Leverage refers to the degree to which those at the top profit from the losses – or commissions from product purchases – of those at the bottom.) These become a revolving door of new recruits, each of whom join and buy products in hopes of reaching the coveted Blue Diamond status. However, no one informs them of the infinitesimal odds of achieving this elusive goal. To qualify as a Blue Diamond, one must recruit twelve separate ―pyramids‖ of participants (which they prefer to call ―organizations‖), headed up by qualified Executive distributors on the Blue Diamond‘s first level of distributors, each of whom must meet volume quotas, from which the Blue Diamond can collect commissions and bonuses, along with their respective downlines. Nu Skin can be viewed as an extreme product-based pyramid scheme with a whole constellation of multiple pyramids (or polypyramids) nested within a downline of one grand pyramid, or more accurately ―megapyramid‖ made up of numerous smaller pyramids – each pyramid counting as a unit headed by a qualified executive. . The harmful effects of classic, 1-2-4-8 no-product pyramid schemes are mild in comparison – with a loss rate of no more than 93.3% and aggregate losses and number of victims only a tiny fraction of those in product-based schemes, or recruitment-driven MLMs, such as Nu Skin. In fact, the odds of profiting from a no-product pyramid scheme are dozens of times greater than that of profiting as a Nu Skin distributor. So a Blue Diamond Executive distributor sits atop and collects commissions on the purchases of a downline of thousands of hopeful distributors, all of whom have been led to believe that they too could profit from their
recruitment efforts. However, over half of Nu Skin‘s payout to distributors goes to the Blue Diamonds at the top. In the megapyramid, one wins, while thousands lose. What remains of the commissions paid out is divided up among tens of thousands of downline participants. Few participants get enough commission income to exceed ―pay to play‖ or incentivized purchases and other expenses. Analyses of reports of Nu Skin distributor incomes suggest that about 99.9% of Nu Skin distributors lose money, after all expenses are subtracted – only to enrich the Blue Diamonds at the top and fatten Nu Skin‘s coffers. The chances for new recruits realizing a profit is virtually zero. This would not be as big a problem if the truth about Nu Skin‘s odds of ―success‖ were disclosed in a more honest average income disclosure document. In the illustration below, Nu Skin‘s mega-pyramid breakaway compensation plan pays approximately 58% of commissions and bonuses to Blue Diamonds at the top. This illustration of ―downline‖ structure (organizational hierarchy) is merely hypothetical. In practice, the downline of participants may number in the tens of thousands, with many vacancies where people have dropped out. However, in Nu Skin, commissions from the sales of those in the downline who drop out ―roll up‖ to those above them who still qualify for commissions. So upline distributors profit even from those who quit. When one compares the pyramidal structure and compensation plans of productbased pyramid schemes (MLMs) to noproduct pyramid schemes, one can see why MLMs are much more damaging by any measure – loss rate, aggregate losses, number of victims, and degree of MLM leverage, or the degree to which those at the top of the pyramid profit from the losses of a multitude of downline participants who churn through the system. MLMs like Nu Skin are clearly unfair and deceptive practices.
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Exhibit 7a, continued –
Classic, 1-2-4-8 no-product pyramid scheme: In a classic, 1-2-4-8, no-product pyramid scheme, the person at the top collects all the money from only14 downline persons.
Massive downline of a highly-leveraged product-based pyramid scheme: In a product-based pyramid scheme, the person at the top gets a small commission for each sale, but may get commissions from purchases by thousands of distributors in his/her downline – who have been sold a bogus ―business opportunity.‖ In Nu Skin, a Blue Diamond has 12 Executives in his front line, each with their own downline. The Blue Diamond gets over half of the commissions paid to his entire organization of thousands of distributors –almost all of whom (99.9%) lose money. (The chart below illustrates the possible downline of a Blue Diamond, with each circle representing an ―Executive Distributor‖ and dot representing an ―Active Distributor.‖ The chart is reduced from an eight-foot wall chart, which is much more readable.)
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Sample calculations, using Nu Skin data: Follow the steps outlined above in the section titled: ―How can the odds of profiting from an MLM be calculated?‖ as follows: Step 1: Average earnings statistics are published by Nu Skin, as shown in the table in Exhibit 7b and labeled ―2011 Nu Skin Enterprises, Inc. Distributor Compensation Summary.‖ Step 2: ―Pay to play‖ purchases have for years been at least $100 per month, with many times that amount (in group volume) required to qualify for Executive status, the lowest ―pin level‖ in the pay plan. In addition, the company and its ―Blue Diamonds‖ (―TOPPs‖) encourage participants to make additional purchases of a wide range of products and services – and to pay for training and opportunity meetings to enhance their ―success.‖ Step 3: Data on average amounts of money paid by participants to Nu Skin is not provided. Step 4: Nu Skin has been in business since 1994, and several of the Blue Diamonds included in the report have been with the company for more than ten years. So – based on the information in Chapter 6 – we can use 95% as the minimum attrition rate. Step 5: I found from my one-year test of the Nu Skin program that to conduct a successful recruitment campaign is expensive. Including products and services from Nu Skin, I spent over $18,000 (at least $27,000 in 2011 dollars), and others at
higher levels were spending considerably more than that. Of course, Blue Diamonds at Nu Skin claim that good money can be made just selling products to friends, neighbors, etc. This deceptive claim has been discussed in Chapter 4. The compensation plan for Nu Skin, like for the hundreds of other MLMs I have analyzed, is heavily weighted towards building a huge downline in order to get to where profits are even possible after expenses, including purchases from Nu Skin. So I am completely comfortable placing the breakeven bar (the amount above which profits are possible after subtracting costs) at $27,000 per year, allowing for cost of living adjustments (Chapter 5). Step 6: Based on the above, only those achieving status of Ruby and above were likely (on average) to have risen from a net loss to actual net profits, since most of those beneath them do not earn enough in commissions to meet expenses of $27,000 a year. In fact, it is unlikely that many distributors below Diamond level profited significantly from their participation, after subtracting product purchases and recruitment costs.
With the odds of profiting being less than one in a thousand, it is more appropriate to call MLM programs like Nu Skin a “loss certainty” than an “income opportunity.”
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Exhibit 7b: Average earnings statistics for Nu Skin Enterprises, Inc. – Extracted from ―2011 Nu Skin Enterprises, Inc. Distributor Compensation Summary‖123 Average number of ―Active Distributors‖ in the United States during 2011 – 80,613 Commissions paid to distributors in the United States in 2011 – approximately $114,191,000 Average commissions paid to U.S. Active Distributors $1,416.64 on an annualized basis. On a monthly basis, an average of 12.68%% of U.S. Active Distributors earned a commission check. Active Distributors represented an average of 41.61% of total distributors‖ [of record]
How data are presented by Nu Skin Enterprises, Inc.
Active Distributor earning a check (non-Executive) Qualifying Executives Provisional Executives Executives Gold Executives Lapis Executives Ruby Executives Emerald Executives Diamond Executives Blue Diamond Executives
Annualized Average Commissions at each Level for 2011124 $492.00
Average Percentage of Active Distributors125 6.44%
$1,968.00 $516.00 $4,704.00 $9,240.00 $15,912.00 $31,860.00 $64,800.00 $127,500.00 $582,660.00
0.96% 0.31% 2.89% 0.96% .0.56% .0.24% .0.10% 0.08% .0.14%
Note: The report includes the following disclaimer: Generating meaningful compensation as a Distributor requires considerable time, effort, and commitment. This is not a get rich quick program. There are no guarantees of financial success. However, a more honest disclosure would state something like the following: Generating significant net income as a Distributor requires positioning oneself at or near the top of a mega-pyramid of Distributors, by meeting major purchase requirements and preferably being first in a given country. One must aggressively recruit and deceive a downline of thousands of recruits, who must be trained to likewise engage in aggressive recruitment and willing to recruit and deceive others into believing that they and their downlines will have the same opportunity. Even with the investment of considerable time, energy, and effort, unless you are one of the first in a given market, the odds of profiting may be one in several hundred. NOTE: More current data are available for Nu Skin. However, the compensation breakdown is almost identical because the compensation plan has remained essentially the same.
123
―2011 Nu Skin Enterprises, Inc. Distributor Compensation Summary.‖ More current data posted on the Nu Skin web site at – http://www.nuskin.com/content/dam/global/library/pdf/distearnings.pdf 124 These numbers are calculated by taking the monthly average commissions and multiplying by twelve. [I deleted The column labeled ―Monthly Average Commission Income at Each Level for 2011,‖ as it is irrelevant to this analysis.] 125 These percentages are calculated by taking the total monthly Distributor/Executive count and dividing it by the total number of monthly Active Distributors. One must then add the average percentage of Active Distributors at each level for each month during the year and divide by twelve. [The column labeled ―Average Percentage of Executiveand above level Distributors‖ has been deleted, as it is irrelevant to this analysis.]
Ch.7- 14
Exhibit 7c: Data with highlighted information that is important for prospects to know, but which is not disclosed in Nu Skin‘s report
Title Active Distributors not earning a check Active Distributors earning a check (non-Executive) Qualifying Exec.‘s Provisional Exec.‘s Executives Gold Executives Lapis Executives Ruby Executives Emerald Exec.‘s Diamond Exec.‘s Blue Diamonds
Annualized Commissions
Average % of Active Distributors
126
127
Number of Distributors at that Level
Company Payout by Level128
% of Co. Payout by Level129
$0
87.32%
70,613
0%
$492
6.44%
5,191
$2,553,972
2.24%
$1,968 $516 $4,704 $9,240 $15,912 $31,860 $64,800 $127,500 $582,660
0.96% 0.31% 2.89% 0.96% .0.56% .0.24% .0.10% 0.08% 0.14%
774 250 2,330 774 451 193 81 64
$1,523,232 $129,000 $10,960,320 $7,151,760 $7,176,312 $6,148,980 $5,248,800 $8,160,000 $65,840,580
1.33% 0.11% 9.60% 6.26% 6.28% 5.38% 4.60% 7.15%
113
57.66%
Actually, it is even far worse than these numbers show, because dropouts are not included for the same period as the period of activity for those at the higher levels who have stayed with the company. We will address this issue below. Ruby and above – 0.56%, or .0056 could have profited after expenses – not counting dropouts. Corrected for 5% retention – .0056 x 0.05 = 0.00028, or 0.028%, or 1 in 3,571 recruits could have profited. Thus, the loss rate is 1 – 0.00028 = 0.9997 or 99.97%. Rounded off, virtually 100% of new recruits lose money. Subtract Blue Diamonds (whose outsized commissions hugely skew the averages), and the loss rate for everyone else is even worse – calculated as follows: Ruby to Diamond – 0.42%, or .0042 x 0.05 = 0.00021, or 0.021%, or 1 in 4,762 recruits could have profited. 113 Blue Diamonds x $582.660 = $65,840,580 $65,840,580/$114,191,000 = 57.66% of total company payout is paid to Blue Diamonds (TOPPs), who comprise only a very tiny percentage of distributors (0.00007, or 0.007%) So – excluding Blue Diamonds, who receive a disproportionate share of commissions –severely skewing any statistics on average incomes, the average loss rate is closer to 99.99%, which rounds off to ZERO. In other words, the chances of profiting for new recruits joining the Nu Skin program is essentially ZERO! 126 127
These percentages are calculated by taking the total monthly Distributor/Executive count and dividing it by the total number of monthly Active Distributors. One must then add the average percentage of Active Distributors at each level for each month during the year and divide by twelve. The column labeled ―Average Percentage of Executiveand-above level Distributors‖ has been deleted, as it is irrelevant to this analysis. 128 ‖ Added to table by author. Calculated by multiplying the ―Average Percentage of Active Distributors (first column) by 80,613 (total U.S. distributors), then multiplying that number by Annualized Commissions‖ (first column). 129 Added to table by author. Calculated by dividing number from prior column by total commissions paid by Nu Skin in 2011.
Ch.7- 15
Additional conclusions that could be extracted from Nu Skin data Eliminate TOPPs (top-of-the-pyramid promoters) from the calculations of average earnings. In the fourth column of Exhibit 7c, I have calculated the total company payout to all participants at each level, and in the fifth column is shown the percentage of total payout paid to each level. The average for this column reveals a startling fact – 57.66% of company payout goes to only 113 Blue Diamonds – out of 80,613 current distributors, not including over a million who dropped out in the past ten years. Because over half of company payout to Nu Skin participants goes to Blue Diamonds, the results for averaging purposes are extremely skewed to make averages appear larger than they really are for the vast majority of participants. A more useful calculation of average income would exclude these TOPPs from the calculation. Then the loss rate approximates 99.99% meaning that the chance of a new recruit profiting significantly from the Nu Skin program is approximately ZERO. Assuming only $1,200 minimum ―pay to play‖ purchases is subtracted for each ―active Distributor (not counting operating expenses), the average net income/loss per participant for the year is figured as follows: $114,191,000 total distributor payout less $65,840,580 to Blue Diamonds = $54,421,480 80,613 – 113 Blue Diamonds = 80,500 distributors (who are not Blue Diamonds) $54,421,480/80,500 = $676.04 average commissions per distributor – (subtract) $1,200 ―pay-to-play‖ purchases = average income of minus $523.96 per distributor – and a far greater loss if you subtract operating expenses, ―tools,‖ and other incentivized purchases from Nu Skin. ―Residual income‖ far more elusive than just ―profits.‖ But how many earn the large ―residual income‖ bragged about by Nu Skin promoters? (Minimum operating expenses would be much higher for levels higher than Executives.) We could speculate what level (rank) would pay enough after heavy recruiting expenses to constitute a significant income as TOPPs often suggest can be earned.
My close observation of Nu Skin‘s top promoters when I was involved tells me that no one below Diamond level would be netting enough to qualify as significant income, and they constitute only 0.0022 (0.22%) of Active Distributors, or 0.00011 (0.01%) of all distributors over a ten-year period. Therefore, after eliminating Blue Diamonds, or TOPPs, at best only one out of every 9,091 recruits could have received the ―residual income‖ touted by Nu Skin promoters. All three statistical measures of averages are abysmal for Nu Skin (and other MLMs). There are three statistical measures of averages: (1) the arithmetic mean, which would be the total amount divided by the number of participants, (2) the mode, which is the number that appears most often, and (3) the median, which is the figure that falls in the middle of the entire range of participants. It is clear from a careful study of Nu Skin‘s own data that the mode and the median are less than zero, and the arithmetic mean is a large minus figure. To call Nu Skin (or any other MLM) an ―income opportunity‖ or ―business opportunity‖ is a major misrepresentation.
For MLMs, the mode and the median are zero, and the arithmetic mean is a large minus figure. To call an MLM like Nu Skin an “income opportunity” is a major misrepresentation. Results when backing off on assumptions. Even if an analyst accepts the MLM/DSA arguments that costs of participation and rate of attrition is far less than those used in this analysis, the results are not favorable for Nu Skin participation. Let us assume that recruitment is much easier than I experienced (in a more virgin market, for example) and that total costs of incentivized purchases and of the recruitment campaign were only half of $27,000, or $13,500.
Ch.7- 16 We might also assume that attrition was only 90% over ten years (a highly unlikely assumption and one that could easily be debunked if honest attrition data from Nu Skin was provided). Even with these assumptions, the loss rate would be high. Lapis distributors and above exceed $15,000 in commissions. Total percentage of distributors at levels of Lapis and above is 1.12%. And if 10-year attrition is 90%, retention is 10%. Therefore, 0.0112 x 0.10 = 0.0012, or 0.12%. This means that at best only 1/10 of 1% of distributors would have earned a profit – even with such liberal assumptions about expenses in Nu Skin‘s favor! In my one-year test of the Nu Skin program, I rose to Executive status and almost to the level of Gold Executive, placing me well in the top 1% of distributors (assuming all recruits were included). Yet I was losing over $1,000 a month. Based on my personal experience and observations, as well as my analysis of Nu Skin‘s own reports, I seriously doubt that anyone below Diamond Executives were reporting a profit on their taxes as Nu Skin distributors. : My personal experience with Nu Skin. As described in Chapter1, in 1994 I was heavily recruited into Nu Skin and finally decided to join and give it my all for a year to test its validity. Obviously, I would never have joined had I any idea these numbers were so abysmal – and neither would anyone else who had a rudimentary math background. On the other hand, my Nu Skin experience was the beginning of a journey of discovery into the deceptive world of multilevel marketing. It has taken me years to fully debunk the many deceptions inherent in these schemes. Fortunately, my wide experience as a home entrepreneur, graduate business education, analytical and research skills, and desire to get at the truth have yielded this rich outpouring of key information which can be used to provide some consumer awareness where law enforcement agencies have failed to meet this challenge.
Less than1/10 of 1% of Nu Skin distributors would have earned a profit – even with such liberal assumptions in Nu Skin’s favor!
Perform your own calculations. Of course, anyone is welcome to challenge my calculations, although I believe they are as accurate as could be performed, given the obfuscated and deceptive financial reports provided by MLM companies, at least those I have been able to gather. For obvious reasons, none presented their information in a format that made it easy to see how unprofitable their programs were. A person considering an MLM program would be wise to take the information furnished by the company and perform the same calculations as those done here with Nu Skin. If the company is unwilling to disclose average income data and percentages for the various levels, consider that a red flag in itself. In fact, given this analysis, one would be justified in asking any person recruiting for an MLM to provide a copy of the Schedule C on his or her tax return before considering their program.
As a general rule, the more a new recruit invests in an MLM program, the more he or she loses. The lucky ones are those who invest very little and walk away. This, of course, is true of any scam.
Different realistic assumptions yield similar conclusions In the calculations in Exhibit 7d, I assumed purchases and minimum operating expenses of half what I had experienced in my one-year test of the costs of conducting a successful recruitment campaign. It is interesting to note that when I did the same calculations, using the assumption of only 10% of my recorded expenses, the resultant loss rate still exceeded 99%. I also included dropouts in the population of participants in the statistical calculations. And when one eliminates TOPPs (top-of-the-pyramid promoters) from the population used for the average income statistics, one gets an average loss rate of close to 99.99% - which rounds off to a
Ch.7- 17 100% loss rate for new recruits This would be reasonable because the outsized commissions paid to TOPPs skews the income distribution to the a very significant degree. This means that the chance of a new recruit profiting from coming in at the bottom of a pyramid in a highly leveraged recruitment0driven MLM like Nu Skin is essentially ZERO. Any qualified independent statistician who saw the huge differential between what TOPPs were paid and the average commissions paid to the rest of the distributor populations would surely agree with me on this point.
These conclusions on abysmal loss rates apply to all MLMs for which data was available. Proponents of some MLM programs will likely argue that ―while the numbers for Nu Skin (and other MLMs) are horrible, ―our MLM is different. In fact, we offer one of the most generous compensation plans in the industry.‖ I have heard this type of argument so often, that it seemed important that I and those I hired to assist me spend considerable time gathering average earnings data from as many MLMs as would provide such data, however skewed (as explained above). In Exhibit 7d, I show how one can work with this data to calculate average loss rates, which are abysmal, even giving the MLMs some benefit of the doubt on incentivized purchases, minimal operating expenses, and on retention rates. With every MLM, where such data was available, and after debunking the deceptions in their reporting, the loss rate was at least 99%, as explained in this chapter. The average loss rate for the 41 MLMs reported here was 99.7%. I believe it is safe to assume that MLMs for which promoters do not provide such data are not likely to be more profitable because if they were, at least some would have provided data for competitive advantage. So it is highly likely that others of the 500 MLMs that I have also found to be recruitment-driven and top-weighted (with the four causal and defining charac-
teristics) in their compensation plans would likewise have such abysmal loss rates. Carrying this logic a step further, since all (100%) of the MLMs for which I have been able to obtain an explicit compensation plan have the four CDCs of a recruitmentdriven, top-weighted MLM, hundreds of additional MLMs would have these same basic characteristics. This provides conclusive support for considering the MLM business model a fundamentally flawed system – applying to the whole industry. From all my research and from worldwide feedback, I can say confidently that as a general rule, the more a new recruit invests in an MLM program, the more he or she loses. The lucky ones are those who invested very little and walked away. This, of course, is true of any scam. Even though MLM defenders may challenge these figures and assumptions, I have done my best to remove the deceptions in MLM reporting, and I firmly believe my conclusions drawn from this analysis to be as close to the truth as is possible.
From all my research and from worldwide feedback, I can say with confidence that as a general rule, the more a new recruit invests in an MLM program, the more he or she loses. The lucky ones are those who invested very little and walked away. This, of course, is true of any scam.
Ch.7- 18
Exhibit 7d Profitability analysis of MLMs for which we have received earnings data Based on my analysis of their compensation plans, using the four causal and 130 defining characteristics (CDC‘s or ―red flags‖) as criteria, ALL (100%) of the 50 MLMs (including two defunct MLMs) included in this analysis are recruitment driven and topweighted. This means that rewards are paid primarily for the aggressive recruitment of a large downline, not for retailing products; and most of the money paid by the company goes to participants at the highest levels. I have analyzed the compensation plans of over 500 MLMs and found that ALL (100%) are likewise recruitment-driven and top-weighted, so it seems justifiable to assume that the same 131 results could be expected for other MLMs. At least four of these CDC‘s are generic to MLM as a flawed business model. \ These abysmal loss rates stand in sharp contrast to the implied promises of substantial full or part-time income held out to prospects on company web sites as recorded in Appendix 8A.
_____________________ NOTES: These calculations are based on actual company reports and the best independent analyses used by the author, as explained in this and preceding chapters. Of course, anyone is welcome to perform their own calculations, but calculations using assumptions by analysts funded 132 by the MLM industry should be questioned. Note also that I am giving these MLMs the benefit of the doubt, using only 50% of the amount of total costs of purchases and operating expenses in my 133 one year test. And I am doubling the estimated retention rate for 10 or more years to 10%, increasing it to 15% for five to nine years, and 30% for from two to four years – assuming ALL recruits are counted. (As these percentages are based on available evidence and 20 years‘ worldwide feedback we have received, I believe greater retention rates are unlikely,) New MLMs are not included, as they may be in their momentum phase when patterns of data to establish long-term income and retention rates have not yet been established. 130
See, Chapter 2 for these CDCs (―red flags‖) We have average income data for other MLMs besides those included in this analysis, but without adequate data to do this analysis. 132 See Ch. 8: ―MLM – a Litany of Misrepresentations‖ 133 In the 2011 edition, a 10% figure was used for 30 MLMs, but the end result was essentially the same. As an overall average, 99.6% of participants lost money. 131
Some MLM defenders will claim that participants can conduct their business with a much lower investment than is reported here. While this may be true for those merely buying and selling a few products, in every case where participants rose in rank to where they were making enough money to actually experience significant net profits, they have spent a great deal of time and money getting there. As explained in Chapter 5, for a new recruit to conduct a successful recruitment campaign to advance up the pyramid of participants to where profits are being made is very expensive. So the figure in this column is now one-half of what Jon Taylor found was necessary to conduct a successful recruitment campaign. (Even still, the final result was about the same – 99.6% loss rate using the 10% figure last year.) DISCLAIMER: These reports are intended purely to communicate information in accordance with the right of free speech. They do not constitute legal or tax advice. Anyone seeking such advice should consult a competent professional who has expertise in endless chain or pyramid selling schemes. Readers are specifically advised to obey all applicable laws, whether or not enforced in their area. Neither the Consumer Awareness Institute nor the authors assume any responsibility for the consequences of anyone acting according to the information in these reports.
Ch.7- 19 Exhibit 7d, continued – MLM profitability analysis table: (In the footnotes notes below, web sites for statistics are provided, where available.)
MLM company and year of average earnings 134 report Advocare 141 (2013) Ameriplan 142 (2008) Amway/Quixtar 143 (2001) Arbonne Int‘l 144 (2011) Beach Body 145 (2011) Cyberwize 146 (2006-2007) Ecoquest (2005 – now 147 Vollara)
134
Estimated minimum annual costs for effective recruitment 135 campaign. $13,627
Level at and above which net profits 136 possible Gold
Approx. % of active participants at that level 137 or above 3.14%
Maximum retention 138 rate 10%
$12,548
NSD
1.55%
10%
$10,736
Platinum
0.905%
10%
$13,627
Regional Managers Diamond
0.4%
10%
6.0%
10%
Senior Director Managers in Training
2%
10%
N/A – see next column
Since 2000-278,024148 Dealers
$13,627
$12,228 $11,849
Approximate % of all participants that could have profited from participation 139
0.31% (0.0031)– 1 in 323 may profit 0.15% (0.0015) – 1 in 133 profits 0.09% (0.0009) – 1 in 1,111 may profit 0.04% (0.0004) – 1 in 2,500 may profit 0.6% (0.006) – 1 in 167 may profit 0.2% (0.002) – 1 in 500 may profit 0.72% (0.0072) – 1 in 139 may profit
Approx. % of all participants who lose 140 money 99.69% lose money 99.85% lose money 99.91% lose money 99.96% lose money 99.4% lose money 99.80% lose money 99.28% lose money
The most recent report available to the author at the time of the analysis. Estimated minimum costs of conducting a successful recruitment campaign, based on the author‘s one-year test of a leading MLM. Costs include incentivized purchases plus minimum operating expenses, corrected by cost of living adjustment (based on Consumer Price Index) since company‘s founding – See Chapter 5. Here we use the liberal assumption that total costs were only 50% of those of the author‘s minimum expenses.. 136 Estimated average net profits assume all expenses (including incentivized purchases and minimum operating expenses) are subtracted from income. This is the ―pin level‖ at and above which profits would be possible. 137 Referring to the level in the previous column – per MLM company reports. Since only ―Active‖ participants were counted, we can safely assume that the numbers on the report represent only a fraction (including dropouts) of the total. 138 See Chapter 6 for how approximate attrition (and retention) rates for MLMs are estimated. The inverse of attrition is retention, which is used to estimate the percentage who could profit. Retention is estimated to be a maximum of 10% if in business for under ten years, 5% for ten or more years. However, for this report, we use the liberal assumption of 10% for ten or more years, 15% for three to nine years.. Newer MLMs are not included, as it was concluded that sufficient data to establish long-term income and retention rates has not yet been established. 139 Percentage for which average income exceeded all expenses (second column) for a successful recruitment campaign. 140 By losing money, we are referring to those who spent more than they received from the company, after subtracting all expenses, including products (whether used, given away, or sold). In calculating percentage who lost money, those who dropped out are included. This is using the assumption that participants who had arrived at such a high ―pin level‖ that they were profiting would stay in the program – since they enjoy the ―residual income‖ that promoters imply at opportunity meetings is possible. 141 ―2013 Advocare Income Disclosure Statement‖ – http://advocarecorporate.s3.amazonaws.com/microsite/downloads/pdf/incomedisclosurestatement.pdf 142 ―AmeriPlan Independent Business Owner Income Disclosure Statement for 2008,‖ Published by AmeriPlan. Not currently available on the web. 143 ―Average Income for IBOs in North America, 2001 Average Earnings in U.S. Dollars‖ – Copyrighted in 2002 by Quixtar, Inc. (now Amway again in U.S.) No more recent figures are available. Amway has resisted income disclosure in the FTC‘s Proposed Business Opportunity Rule. – http://www.amquix.info/pdfs/quixtar_income_2001.pdf Note that based on the ―Amway Average Incomes 2012‖ report – http://www.thetruthaboutamway.com/amwayaverage-incomes-2012/, the loss rate increased to 99.95% - using the same methodology for calculations. 144 ―2012 Independent Consultant Compensation Summary – U.S.‖ (2012), published by Arbonne, Int‘l. – http://www.arbonne.com/company/info/iccs.asp 145 ―Statement of Independent Coach Earnings‖ for the year ending 12/28/2011, Published by Team BeachBody – http://www.teambeachbody.com/incomechart.pdf 146 ―Cyberwize Income Disclosure Statement for 2006-2007‖ – http://www.cyberwize.myvoffice.com/pdf/en/USA_Opp_Presentation.pdf. 147 ―Income Disclosure Statement‖ – for 2005 provided by Ecoquest Int‘l (acquired by Vollara in 2009) 148 2005 ―Income Disclosure Statement‖ Ecoquest reported what all MLMs should report – the total population base of recruits since the company‘s founding, or the year during which the first TOPPs (that are included in the report) joined the system. So we did not need to estimate attrition rate. 135
Ch.7- 20
MLM company and year of average earnings report Empower 149 Network (2012) 150 FHTM (2010) – Shut down FreeLife Int‘l 151 (2010) Herbalife 152 (2011) Ignite –Stream 153 Energy (2012) Immunotec 154 (2012) iNetGlobal 155 (2013) Isagenix 156 (2011) It Works! 157 (2013) LifeVantage 158 (2012-3) Lyoness 159 (2012) Mannatech 160 (2010) Melaleuca 161 (2012) Momentum 162 Plus (2006)
149
Estim. min. annual costs for effective recruitment campaign. $13,913
Level at and above which net profits possible $10-20K income level National `Sales Mgr.
Approximate % of active participants at that level or above 2.5%
Maximum retention rate 15%
0.45%
15%
$12,104
Star Director V
6.5%
1o%
$13,627
GET
8.8%%
10%
$13,204
Executive Director Gold
0.18%
10%
6%
10%
$13.627
Diamond Executive
5.79%
15%
$13,627
Star Consultant Diamond
5%
10%
2.71%
10%
1.35%
15%
0.35%
10%
$12,104
Distributor Rank #5 Career Level 3 Executive
3.5%
10%
$13,913
Director VI
0.68%
10%
$12,228
Executive Directors
0.09%
15%
$12,104
$13,913
$14,122 $13,913 $13,913
Approximate % of all participants that could have profited from participation 0.38% (0.0038), or 1 in 263 may profit 0.045% (0.00045) – 1 in 2,222 may profit 0.65% (0.0065) – 1 in 154 may profit 0.8% (0.008 1 in 125 may profit 0.018%, (0.00018 – 1 in 5,555 may profit 0.6% (0.006) – 1 in 167 may profit 0..87% (0.0021) – 1 in 175 may profit 0.5% (0.005) – 1 in 200 may profit 0.27% (0.0027) – 1 in 369 may profit 0.2% (0.002) – 1 in 5,000 may profit 0.035% (0.0035) – 1 in 2,857 may profit 0.35% (0.0035) – 1 in 286 may profit 0.068% (0.00068) – 1 in 1,471 may profit 0.013% (0.00013) –1 in 7,407 may profit
Approx. % of all participants who lose money 99.62% lose 99.96% lose money 99.35% lose 99.2% lose 99.98% lose 99.4% lose 99.13% lose 99.5% lose 99.73% lose 99.8% lose 99.96% lose 99.65% lose 99.93% lose 99.99% lose money
―Income Disclaimer,‖ March 17, 2014 - http://www.empowernetwork.com/income ―Income Disclosure Statement,‖ January 23,2009 – January 20, 2010. FHTM in business since 2006. Shut down in 2013. Web URL – http://www.fhtm.net/documents/IDS_Form_3.pdf 151 ―2010 Annual Income Statistics‖ - published by FreeLife Int‘l. Web URL – http://corporate.freelife.com/pdf/income_stats_us_en.pdf 152 Herbalife: ―Statement of Average Gross Compensation of U.S. Supervisors – 2011‖ – http://opportunity.herbalife.com/content/en-us/pdf/business-opportunity/AverageGrossCompensation-English.pdf (2012 report not used bacause hired survey showing 73% participation for personal consumption is questionable.). 153 Ignite: ―Income Disclosure‖ Jan.1, 2012 – Dec. 31, 2012‖ – http://pdfs.streamenergy.net/pdfs/Disclosure_Page.pdf 154 ―Immunotec: Income Disclosure – Calendar Year Ending 2012‖– http://www.immunotec.com/IRL/en/USA/IncomeDisclosureStatement_2010.pdf 155 ―Income Disclosure Statement 2013‖ 1 Jan 2013 – 31 Dec 2013 (listed in Google as Asesse Marketing/Internet Marketing Services) – https://marketing.acesse.com/public/spage.php?p=IncomeDisclosureStatement 156 ―Annual 2011 Midyear Isagenix Independent Associate Earnings Statement.‖ Report deceptively classifies 84% as ―product users.‖ (similar to Melaleuca‘s reporting) – http://www.isagenix.com/us/en/associateearnings.dhtml 157 ―2013 Annual Income Disclosure Statement,‖ published by It Works! – http://www.myitworks.com/Legal/Income/ 158 ―LifeVantage Corporation Distributor Compensation Summary‖ – http://www.lifevantage.com 159 ―Lyoness Income Disclosure Statement – US‖ – http://www.lyoness.us 160 ―2010 U.S. Income Averages: Mannatech Career and Compensation Plan‖ – published by Mannatech. For 2009 report (with only 2.99% profiting after expenses but with 2010 report now offline), go to – https://mannatech2.s3.amazonaws.com/mtlibrary/35312722799704.pdf 161 ―2010 Annual Income Statistics‖ – published by Melaleuca. This Melaleuca report is one of the most obfuscated reports I have analyzed. All buyers are designated ―customers.‖ A certain percentage are deemed ―business builders,‖ and percentages of these are in turn percentages of all customers, and a percentage of these are in ―development‖ or ―leader‖ status. Thus, those who are in the profit category are made to appear a much larger percentage than would appear in the report. I doubt that anyone looking at the numbers to decide on participation could get the true likelihood of profiting from the information provided. – http://cdnus.melaleuca.com/PDF/BusinessCenter/Reference_Library/Download_PrintCenter/2012Incomestats_enUs.pdf 162 ―Earning Overrides and Bonuses Disclosure Chart‖- published by Momentum Plus (Philippines), accessed June 27, 2008 150
Ch.7- 21 MLM company and year of average earnings report Mona Vie 163 (2010) Morinda – was Tahitian Noni 164 Int‘l (2007) MXI (Xocai Chocolate) 165 (2010) Nikken 166 (2007) Numis (2009167 2010) Nu Skin 168 (2011)
Est. minimum annual costs for effective recruitment campaign. $12,104
Level at and above which net may profit possible Bronze Executive Diamond Pearl
Approx. % of active participants at that level or above 3%
Maximum retention rate 10%
0.14%
10%
$12,104
Silver Executive
2%
$12,571
Diamond
$13,204
Four Star
$12,571
Approximate % of all participants that could have profited from participation 0.3% (0.003) – 1 in 333 may profit 0.014% (0.00014) – 1 in 7143 may profit
Approx. % of all participants who lose 99.7% money lose 99.99% lose
10%
0.2%, (0.002) – 1 in 500 may profit
99.8% lose
1.6%
10%
0.16% (0.0016) – 1 in 625 may profit
03.2%
30%
0.96% (0.0096 1 in 104 may profit 0.12% (0.0012) – 1 in 833 may profit 0.34% (0.0034), – 1 in 294 may profit
99.84% lose 99.04% lose 99.88% lose
Representative
$13,627
Lapis Executive
1.12%
10%
Orenda International 169 (2013-2014) Organo Gold 170 (2012)
$14,122
Director
3.4%
10%
$13,913
$8,00120,000 level
3.8%
15%
Reliv 171 (2011) Rennaissance 173 (2000) — Rodan & Fields 174 (2013) SendOutCards 175 (2010) Sunrider 176 (2009)
$13,627
10-MDR
0.42%
10%
$10,443 Shut down $14,122
Emerald
0.18%
15%
Level III EC
2.1%
15%
$12,104
Executives
0.30%%
15%
$12,996
Business Leader
7.6%%
10%
163
172
0.57% profit (0.0057) – 1 in 175 may profit 0.042% (0.00042) – 1 in 2,381 may profit 0.027% (0.00027) – 1 in 3,704 may profit 0.31% (0.00315) – 1 in 317 may profit 0.045% (0.0045) – 1 in 2,222 may profit 0.76% (0.0076) – 1 in 132 may profit
99.66% lose 99.43% lose 99.96% lose 99.97% lose 99.69% lose 99.95% lose 99.24% lose money
―Income Disclosure Statement Global 2008‖ – published by Mona Vie. Mona Vie calls those who made a purchase in the past 12 months but failed to meet four criteria are classified ―wholesale customers,‖ lessening the percentage of distributors who would otherwise be considered customers. Web URL – http://media.monavie.com/pdf/corporate/income_disclosure_statement.pdf 164 ―Average Incomes of U.S. IPCs‖ – published in 2007 by TNI – now Morinda) – http://morinda.com/en-us/morinda/company/average_incomes.html 165 ―Xocai – Income Disclosure Statement – 2010‖ – published by MXI Corp., Reno, Nevada. http://us.fotolog.com/adampaulgreen/80795275/ 166 ―Average Consultant Income Sheet‖ – published by Nikken. Nikken has two sets of income statistics, one for sponsoring levels & one for leadership levels. I assumed leadership levels come out of & do not exceed the top level (Bronze). 167 ―U.S. Income Disclosure Statement‖ – published by Numis for the period July 1, 2009 through June 30, 2010. Just completing its second year – and period of momentum – the success rate could drop slightly in the next 2-3 years. – https://www.securedcontent.net/numis/pdfs/US-Income-Disclosure-7-27-2010.pdf 168 ―2011 Nu Skin Enterprises, Inc. Distributor Compensation Summary‖ – published by Nu Skin. (highlighted as example for chapter calculations. More recnet data is available, but the 2011 data is used to conform with those calculations) http://www.nuskin.com/content/dam/global/library/pdf/distearnings.pdf 169 Annual Income for the period 6/2010-5/2011, Published by Orenda International 170 ―Organo Gold Income Disclosure Statement,‖ Published by Organo Gold and posted on its web site – http://www.organogold.com/opportunity/compensation-plan/income-disclosure-statement/ 171 ―2011 Income Disclosure Statement‖ – published by Reliv.and posted on its web site – http://content.reliv.com/old/editor/file/2011IncomeDiscloser.pdf 172 Reliv only lists earnings for Director and above, with six levels below all essentially losing money. http://content.reliv.com/old/editor/file/2011IncomeDiscloser.pdf 173 Shut down as an illegal pyramid scheme after a lawsuit brought by the State of Kansas and the U.S. Justice Dept. in 2001, in which Robert FitzPatrick and Jon Taylor acted as experts. Statistics extracted from court records. 174 ―2013 USA Income Disclosure Statement,‖ Rodan & Fields 175 ―2010 Income Disclosure‖ – published by SendOutCards https://www.sendoutcards.com/images/pdf/income_disclosure.pdf
Ch.7- 22 MLM company and year of average earnings report Symmetry 177 (2003) Telecommunications MLM 178 (1994) — Thirty-One 179 Gifts (2013)
Est. minimum annual costs for effective recruitment campaign. $11,158
Level at and above which net may profit possible $501-2,000/mo.
Approximate % of active participants at that level or above 1.6%
Maximum retention rate 10%
4.4%
19%
0.65%
10%
15%
$9,000 Acquired – no longer MLM $14,122
income level Rep‘s with ave. checks > $9,000/yr. Senior Director
Tools for MLMs (Team, Life, etc. 180 (2012) Tupperware 181 (2009)
$13,913
Leader
0.35%
$12,996
Director in Qualification
1.62%
10%
USANA 183 (2010) Vemma (New 184 Vision) (2013) Viridian Network (2010185 2011) Visalus Sciences 186 (2011) Wake Up Now 187 (2013) World Ventures 188 (2010) Xango 189 (2009)
$12,104
Achiever
3%
10%
$14,122
Platinum Leader Senior Director
3.17%
10%
0.6%
10%
$13,627
Regional Director
1.28%
15%
$14,122
Founder 4
15%
$12,104
Director
Approx.. 0.5% 0.42%
$12,996
20K
1.33%
10%
176
$13,627
182
15%
Approximate % of all participants that could have profited from participation 0.16% (0.0016) – 1 in 625 may profit 0.44% (0.0044) – 1 in 227 may profit
Approx. % of all participants who lose money 99.84% lose 99.56% lose
0.065% (0.00065) 1 in 1,538 may profit 0.052% (0.00052 – 1 in 1,923 may profit 0.16% (0.0016) – 1 in 625 may profit 0.3% (0.003) – 1 in 333 may profit 0.32% (0,0032) 1 in 315 may profit 0.06%, (0.0006) – 1 in 1,667 may profit 0.19% (0.0019) – 1 in 526 may profit
99.93% lose
0.075% (0.00075) – 1 in 1,333 may profit 0.063% (0.00063) – 1 in 1,587 may profit 0.133% (0.0013) – 1 in 769 may profit
99.92% lose 99.94% lose
00.95% lose
99.84% lose 99.7% lose 99.68% lose 99.94% lose 99.81% lose
99.87% lose
― Income Disclosure Statement: January 1 – December 31, 2009‖ – published by Sunrider. Web URL – http://www.sunrider.com/Contents/PDF/AverageIncome_Eng.pdf 177 ―Vision: Earnings Matrix Based on 2003‖ – published by Symmetry.– http://www.symmetrydirect.com/Opportunity/Op_EarningsMatrix.htm 178 The company is not named here because the name has been taken over by a legitimate corporation that threatens to sue anyone that associates the name with an MLM business model. (Hint: the name begins with E. Those who have been reviewing this issue since the 1990s will know what company is referred to.) 179 ―Thirty-One Gifts LLD – Income Disclosure Statement 23013‖ – http://www.thirty-onegifts.com/income-disclosure-statement/ 180 ―LIFE Income Disclosure Statement‖ — http://amthrax.files.wordpess.com/2013/06/life-ids-analysis-screenshot.png 181 ―2008 Income Disclosure Summary‖ – published by Tupperware, which appears to have changed their compensation plan in April of 2005 to provide greater rewards for high level participants (―Directors‖). Reported in Presentation Summary, Q2 Sales Force Structure.Earnings Conference Call, Jan. 31, 2007. 182 ―Tupperware 2009 Income Disclosure summary.‖ Assuming at least 50% of participants earned no commissions, which Tupperware failed to report. – hsttp://order.tupperware.com/ccm-pdf/income-disclosure-CAD.pdf 183 ―North American Average Total Earnings,‖ – published by USANA. Since 2008, USANA began selectively reporting only the most active of participants (―Associates‖) and suggested their numbers represented average total earnings – a huge deception. Apparently the 2005 numbers did not look good enough, so they changed their reporting to make them look better. For more on USANA‘s deceptive reporting, search ―USANA‖ in The Fraud Files at – www.sequenceinc.com. Web URL – http://www.usana.com/media/File/Prospecting%20page/Tools/US/USANABusiness/US-AveIncome.pdf 184 ―Vemma Income Disclosure Statement 2014‖, published by Vemma. 185 ―Earnings Disclosure Statement,‖ published by Viridian Network for the period November 2010 through March 2011. Web URL – http://www.viridian.com/assets/marketing/EDS_PR-2.pdf 186 Visalus Store web site, December 29, 2011 187 ―WakeUpNow Income Disclosure‖ Worldwide 2013. – http://ethanvanderbuilt.com/wakeupnow-income-disclosure/ 188 ―World Ventures Marketing. LLC: Annual Income Disclosure Statement‖, published by World Ventures in 2010. Recent web URL – http://wvratpack.com/wp-content/uploads/2012/04/RATPackWINEnrollmentPacket.pdf 189 ―Distributor Earnings Disclosure Statement: 2009 Average Monthly Earnings by Rank for All Markets‖ – published by Xango. Web URL – http://rs.xango.com/downloads/xango4.0/2009_Income_Disclosure_Statement.pdf
Ch.7- 23 MLM company and year of average earnings report
Est. minimum annual costs for effective recruitment campaign. $12,996
Level at and above which net may profit possible 20K
Approximate % of active participants at that level or above 1.33%
Maximum retention rate 10%
Yor Health 191 (2012) Young Living Essential Oils 192 (2013) Your Travel Biz 193 (YTB-2007)
$$13,913
Silver
13.4%
10%
$14,122
Silver
3.65%
10%
$12,571
Coach‘s Corner
0.35%
Zamzuu 194 (2009) Approx. ave. loss rates of all participants in sample
$12,996
Coach‘s Corner N/A
Xango 190 (2009)
N/A (not applicable)
Approximate % of all participants that could have profited from participation 0.133% (0.0013) – 1 in 769 may profit
Approx. % of all participants who lose money 99.87% lose
1.34% (0.013) – 1 in 77 may profit 0.365% (0.00365) – or 1 in 274 may profit
98.7% lose
10%
0.035% (0.00035) – or 1 in 2,857 may profit
99.96% lose
0.79%
30%
99.77% lose
N/A
N/A
0..23% (0.0023) 1 in 435 may profit 0.29% (0.0029) – On average, approx. 1 in 357 may profit
99.63% lose
An average, of approx. 99.7% lose money
NOTE: Several other MLMs provide at least some income data, but the reports lacked sufficient information or had not been in business long enough to perform the above analysis.
Concluding comments on the table in Exhibit 7d In every case, using the analytical framework described above, the loss rate for all of these MLMs ranged from 99.04% to 99.99%, with an average of 99.71% of participants losing money. On average, one in 342 was likely to have realized any profits at all after subtracting expenses, and 997 out of 1,000 lose money – to say nothing of the time invested. And if you eliminate TOPPs from the calculations, the loss rate is closer to 99.99%, which rounds to 100%. In other words, the chances of a new recruit profiting from coming in at the bottom of a pyramid of participants in a recruitment-driven MLM is ZERO – the same as for a classic, no-product pyramid scheme. Perhaps even more significant is the fact that the ―residual income‖ to provide ―time freedom‖ from having to worry about money (touted by MLM promoters) is even more elusive in MLM. Less than one person in many thousands achieves that level of income, and they are usually the founders and those who initiated the chain of recruitment in a new market. The most liberal assumptions that could reasonably be used in favor of the MLMs were applied to the above table of MLM loss rates. We assumed that at least some of the dropouts had joined just to get the products (reflected in an inflated retention rate), even though they were priced far higher than at competing outlets. We also allowed for the possibility that operating expenses were far lower than actual experience suggests. If we had used the more realistic assumptions discussed in prior chapters, (and eliminated TOPPs that horribly skew the income distribution) the average loss rate for these MLMs would have averaged no better than 99.9% - with less than one in 1,000 profiting significantly.
190
―Distributor Earnings Disclosure Statement: 2009 Average Monthly Earnings by Rank for All Markets‖ – published by Xango. Web URL – http://rs.xango.com/downloads/xango4.0/2009_Income_Disclosure_Statement.pdf 191 ―YOR Income Disclosure Statement‖ for 2007. (Total population of reps from beginning of company was reported to be 224,440,) Web URL – http://www.yorhealth.com/downloads/legal/YOR-Income-Disclosure-Statement.pdf 192 ―2013 U.S. Income Disclosure Statement‖ – http://www.youngliving.com/en_US/opportunity/income-disclosure/ 193 ―Rep Earnings Report July 2007‖– Published by YTB (associated with Zamzoo – and ytb Travel Site Owners) 194 ―Associate/Rep Income Disclosure Statement‖ – published by ZamZuu, Inc., 2010 http://www.yourtravelbiz.com/Policies_Procedures/IDS-US-Rep-Marketing-12pt-copy-v5.pdf
Ch.7- 24
Why the breakeven point for expenses is so high before MLM participants can net any profits ―Pay to play‖ purchases to gain and maintain ―pin level‖ can be very costly. While MLM promoters typically insist that there is little or no signup fee to join their MLM, this is just a ruse to deceive regulators and the public. Typically, they only charge for a ―not-for-profit‖ starter kit of supplies that may cost under $50. However, in order to qualify for any commissions or for rank advancement to various ―pin levels,‖ stiff minimum purchase requirements must be met, often totaling hundreds, or even thousands of dollars over the course of a few months. In Nu Skin, for example, no one really gets to a level where significant profits are possible without becoming an Executive, which requires purchases of at least $4,500 over three months and group volume of $3,000 per month after that. Each Executive must have five active distributors under him/her, each of whom is buying at least $100 a month of products – typically sold on a subscription basis. If the volume drops below the minimum for even one downline distributor, the Executive could lose all Executive commissions. Also, most commissions are to those who build deep in the compensation plan by having several front-line Executives under him or her. Then if even one of his/her front-line Executives fails to meet qualifications, he/she could lose commissions for a huge downline of hundreds or even thousands of distributors overnight! So there is a huge incentive for the Executive to buy products in the name of those who drop out or don‘t purchase the required amount of products, or who cancel automatic delivery. I have spoken with at least one former Nu Skin Executive, a couple, whose income suddenly dropped from $30,000 a month to just over $700 a month for that reason. Another couple spent tens of thousands of dollars trying to meet minimum ―pay-to-play‖ requirements for their downline to maintain qualification before finally dropping out, losing a small fortune. These were losses to them, but gains for the upline, since the sales and
distributors ―roll up‖ to the next upline Executive. Of course, Nu Skin also benefits. Recruitment expenses are also significant. In the above and subsequent analyses, the minimum amount spent on purchases and operating expenses – about $27,000195 – for MLM participation assume that the person is conducting an aggressive recruitment campaign196, such as I found necessary to climb the hierarchy of distributors at Nu Skin. Of course, MLM defenders will argue that it is not necessary to do this and that it is a matter of choice whether or not one elects to be a ―business builder,‖ to just sell products to meet more modest goals, or even to merely be a customer of the products because they love them so much. Hopefully, anyone who has read the foregoing will not buy this argument. Review of rationale for high breakeven figure. In case a reader missed some critical information in this and prior chapters, I will reiterate some important findings in my research that justify such a high breakeven bar for those seeking to calculate the percentage of participants who gain or lose money – and average amounts of profits or losses at the various levels. Let‘s review these findings. First, based on extensive comparative research, I identified the four causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes.197 (A fifth characteristic applies to most, but not all.) These are characteristics (or ―red flags‖) that clearly separate recruitment-driven MLMs from legitimate direct selling programs or any other business format or model. Coincidentally, these are the very same characteristics that lead to such huge loss rates for the continuing stream of new recruits who invest in the program and drop out, only to further enrich those at the top. Second, I was able to establish an amount of minimum operating expenses for conducting a successful recruitment
195
In 2012 dollars Se Chapter 5 for details. 197 See Chapter 2: 196
Ch.7- 25 campaign198 from my one-year test of the some fall for the ―unique value of the Nu Skin program. Unless one were products‖ hype of the MLM promoters, and recruiting in a virgin market (outside the others are buying from friends or relatives U.S.), I can assert that it would not be out of sympathy for them. But we cannot possible to recruit successfully for much assume all ―inactives‖ are so naïve as to pay less than that, and in fact it is likely much exorbitant prices for products with no more expensive for those at the higher connection to the ―opportunity.‖ levels in the hierarchy of distributors. Based on my analysis of all the MLMs in Third, using these defining characterismy research, at best only one in 1,000 tics, I was able to analyze the compensation achieve a level at or near the top of the plans of over 500 MLMs. (including some pyramid of participants where they could that folded or were shut down by law report a significant profit (more than a enforcement. (See Appendix 2E.) In every minimum wage) on their income taxes. And case, I found that the plans reward primarily far less earn the amounts of money that are TOPPs (top-of-the-pyramid promoters). who thrown out to prospects at opportunity recruit large downlines of participants. All of meetings as possible to attain. Of course, those I analyzed could be said to be MLM promoters protect themselves by saying recruitment-driven and top-weighted. there are no guarantees the new recruits will Fourth, the MLM earn that much. They When these numbers are compensation plans do would be much more properly understood, losses not reward those working honest saying that it is from MLM fraud easily part-time, seasonally, or virtually guaranteed that with minimal they will not earn those exceed all other classes of commitment. Except for huge paychecks – but will “work from home” or those initiating the in fact lose money. “business opportunity” endless chain of fraud combined. Note: The only class recruitment, participants of MLMs that may be who profit have to climb to a level where exceptions are in-home demonstration commissions and bonuses from the company programs, or ―party plans,‖ which may exceed expenses. This requires aggressive reward enough for sales to non-participants and long-term recruitment, using the to be profitable. I left most of them out of the deceptive dialog necessary to get prospects analysis, as they are quite different in their to go along with them.199 Only a tiny few approach, and I have not been able to manage to recruit enough people to build a obtain either detailed compensation plans profitable downline. for all levels or average commissions and The oft-repeated claim by MLM defenders overrides paid to participants by the that most new recruits join to get the products companies. This is not to recommend or wholesale rings hollow if one objectively looks excuse such programs. To evaluate a party at the prices for MLM products. Comparisons plan, one would have to obtain a detailed of products sold through MLMs and through compensation plan and go through the retail outlets show huge differentials – with same analysis, factoring in actual validated MLM products often priced several times as sales to non-participants. high as those in retail outlets.200 It is an insult to the intelligence of MLM recruits to assume that all those who don‘t Even if we assume lower build a downline are merely ―customers‖ expenses and attrition, loss rates because they are sold on the products and are still abysmal. don‘t want to be ―business builders.‖ True, 198
See Chapter 5 199 A whole litany of these deceptions are listed in Chapter 8. 200 See Chapter 4
Even though MLM defenders may argue that in my calculations I exaggerate estimated expenses and attrition rates, when one assumes much lower expenses – even half of
Ch.7- 26 what I spent – and far higher retention rates of 15% for four to nine years (or 10% for ten years or more, the resulting loss rates are still over 99%.201) And the percentage of participants that achieve the large incomes shown as possible in opportunity meetings are but a tiny fraction of one percent. Probably less than one in 25,000 new recruits will ever achieve the substantial ―residual income‖ touted at opportunity meetings.
MLM loss rates are not comparable to those for legitimate small businesses, including franchises. MLM promoters often claim that the failure rates of small businesses is in the range of 9095%. They say this to excuse the widely recognized failure rate in MLMs. What they fail to do is quote statistics from reliable organizations not affiliated in any way with MLM. So let‘s debug that myth once and for all. For example, the SBA (Small Business Administration) found that 44% of small businesses survive at least four years, and 31% at least seven years202. Also, according to the NFIB (National Federation of Independent Business), one nationwide survey of small businesses203 showed that over the lifetime of a business, 39% are profitable, 30% break even, and 30% lose money. Cumulatively, according to this study, 64.2% of businesses failed in a 10-year period. The following quote from an article in Journal of Small Business Management204 is highly relevant here: When aspiring business owners compare the options of franchise versus independent business ownership, an important consideration is the relative risk of business failure. To date, the primary referent for examining franchise failure rates has been surveys conducted by 201
See Exhibit 7d. ―Frequently Asked Questions. SBA, Sept. 2008. U.S. Dept. of Commerce, Bureau of the Census. 203 William Dennis, Nat‘l Federation of Independent Businesses, reported by Karen E. Klein in Business Week, September 30, 1999. 204 Franchise failure rates: an assessment of magnitude and influencing factors. By Castrogiovanni, Gary J., Justis, Robert T., and Julian, Scott C. (April 1, 1993) 202
Andrew Kostecka (1988)(1) under the auspices of the U.S. Department of Commerce, which indicate that less than 4 percent of all franchises fail each year. This figure compares favorably with various estimates of independent small business failures (e.g., Dun and Bradstreet 1989).
If only 64.2% of businesses failed (or terminated) in ten years, this totally refutes the argument of MLM defenders that ―MLM is just like any business. Those who work at it succeed. Most fail because they didn‘t really try.‖ My research – and that of other independent (non-MLM) analysts – leads to the conclusion that MLM does not qualify as a legitimate business. If less than 1% profit and 95% or more quit in ten years across the entire MLM industry, there must be something fundamentally wrong with MLM as a business model. Incidentally, it should be noted that MLM participants seeking loans for an MLM ―business opportunity‖ like Amway do not qualify for SBA loans, SCORE assistance, or other small business funding and assistance programs.205 Banks also refuse loans for MLM participation.206 The fundamental deception of MLM is that of selling it as an ―income opportunity‖ It is also misleading to call MLM a ―business opportunity.‖ For a graphical depiction of how loss rates for no-product pyramid schemes, and gambling compare with MLM, see Exhibits 7g and 7h. MLM does not offer a part-time or seasonal income option. DSA/MLM defenders, often justify small payments to participants by claiming they are merely seeking part-time income or a little spending money for Christmas or to pay off some debts, etc. But because the rewards in any of the hundreds of MLM compensation plans I have analyzed are heavily stacked in favor of building huge downlines, and subtracting significant ―pay-to-play‖ purchases, it is not realistic for them to net part-time or seasonal 205
From SBA (SCORE), banking, and Internet sources. 206 This was explained to me in about 1998 in Kaysville, Utah, by former bank official James Farmer..
Ch.7- 27 income from them. Again, part-timers and seasonal participants are not profiting, but are merely contributing to the coffers of the company, founders, and TOPP's. How does MLM participation compare with gambling? Comparisons of odds of profiting from gambling with participation in MLM have shown conclusively that participants in many games of chance fare far better than in MLM.207 For example, in an earIier analysis, I found the odds of winning from a single spin of the wheel in a game of roulette or roll of the dice at craps in Las Vegas was over 20 times as great as the odds of profiting from Amway, Nu Skin, or Melaleuca.208 Referring to the Utah tax study discussed above, an interesting fact emerged. Wendover, Nevada, is on the border between the two states and a gambling mecca for some Utahns visiting there. I called 16 tax preparers in Tooele County, Utah, which borders Nevada. While none of them had any clients who reported profits from MLM participation (6% were active in MLM), they reported over 300 clients who reported profits from gambling!
BUSINESS OPPORTUNITY?
MLM does not qualify as a legitimate business any more than gambling. In fact, gambling is more honest because gambling establishments do not promote participation at gaming tables as a ―business opportunity.‖ Also, each gambler has an equal chance, whereas in MLM the first to join have a huge advantage.209
Does MLM participation qualify for tax write-offs? Many MLM promoters tout MLM participation as an opportunity to write off many household and travel expenses as business expenses. But expenses from a business that does not produce profits for more than three years may not qualify for business expense deductions, but are more likely classified as ―hobby losses.‖210 And as su ggested above, MLM is far less profitable than some games of chance at gambling casinos. Gamblers can only deduct expenses from winnings in any given year.211 If MLM losses were treated as ―hobby losses‖ – or in the same way as gambling for tax purposes – the IRS could gain billions in tax revenues it is now losing. Actually, in this sense all of us as taxpayers are paying for this abuse of our tax system promoted by the MLM industry.
Do MLM company stocks make good investments? Publicly traded MLMs often show periods of rapid growth, unlike legitimate companies traded on the stock market. Such hyper-growth is to be expected of any company dependent on endless chain recruitment. They can be extremely viral at the outset, as is true of most product-based pyramid schemes. Then they level out or decline as their market becomes saturated, as illustrated below.212 (See Chapter 3.) 209 207
See ―Shocking Statistics‖ report on our web site – www.mlm-thetruth.com 208 Statistics published for Caesar‘s Palace in Las Vegas, April 6, 2001. Calculations are based on MLM average earnings statistics at the time.
See Chapters 2 and 3. ―Instructions for Schedule C: Profit or Loss from Business‖ 211 Op .Cit. 212 Five-year history of an MLM reported in Market Watch – 210
http://www.marketwatch.com/investing/stock/MED
Ch.7- 28
This chart for the five-year history of the stock price for a listed MLM illustrates the typical growth pattern of MLM stock prices – a sharp rise during the momentum phase, followed by a leveling off or decrease.
All of this reminds me of a consultant for a hedge fund who traveled across the country to review the data I had gathered on the MLM industry and was astounded at what he discovered. As I drove him back to the airport, he was shaking his head all the way, as he exclaimed something like this: Now let‘s see. This is an industry with few if any real customers (other than participants) and that is totally dependent on a network of tens of thousands of distributors, 99% of whom lose money! How is it possible for such an industry to continue to exist in America?
However, by a process I call ―repyramiding,‖213 an MLM can continue indefinitely by going from country to country to establish new pyramids – and by introducing new product divisions and cycling the same distributors through them, such as Nu Skin has done with several divisions. Given the rapid growth of some MLMs, it should be no surprise that some publiclytraded MLMs draw investors‘ attention. An investment advisor could find some of the stocks worth considering for portfolio recommendations. Examples can be seen in the list of publicly traded MLMs furnished by one MLM information source in Exhibit 7e. I often get consultation calls from investment advisors, asking for iinsights and recommendations on specific stocks. Often, 213
―Re-pyramiding‖ is explained in Chapters 2 and 3.
they want to know just how vulnerable the stocks are to action by state or federal regulators. I may tell them that it is quite unlikely that any action will be taken any time soon. However, I think it is important to recognize that virtually all MLMs are violating laws against unfair and deceptive practices or other proscriptions in state and federal rules and statutes as explained in Chapters 10 and 11. If and when the political climate changes towards stronger regulatory efforts, this situation cold change rather quickly. It could also change if officials with the skill and the will to take action are installed, and if they are provided with the resources to do what needs to be done to protect consumers. So as a general rule, my advice is that most MLM stocks are safe from regulory action in the short term, but anything can happen long term. If an MLM company were shut down for widespred violations of FTC rules or state statutes, the stock price would tank and some investors could suffer huge losses. Stock prices can also be affected when a related stock is featured in the headlines for some regulatory action or other market event, such as news items in Exhibit 7f. . Headlines affecting one stock will affect similar stocks. This happened to Nu Skin when its stock dropped about 30% after hedge fund manager Bill Ackman attacked Herbalife in a presentation given to investors on December 20, 2012. Given the rapid growth of some MLMs, it should be no surprise that some publiclytraded MLMs draw investors‘ attention. An investment advisor could find some of the stocks worth considering for portfolio recommendations. Examples can be seen in the list of publicly traded MLMs furnished by one MLM information source in Exhibit 7e. I often get consultation calls from investment advisors, asking for iinsights and recommendations on specific stocks. Often, they want to know just how vulnerable the stocks are to action by state or federal regulators. I may tell them that it is quite unlikely that any action will be taken any time soon. However, I think it is important to recognize that virtually all MLMs are violating laws against unfair and deceptive practices or other proscriptions in state and federal rules and statutes as explained in Chapters 10 and 11.
Ch.7- 29
Exhibit 7e: MLM STOCK WATCH Source: WWW.MLMLEGAL.COM (October 2012) Compiled by VideoPlus (1-800-752-3030) Leading Supplier to the Direct Selling Industry of Fulfilment, Packaging, Distribution and Communication Technologies. Company Name (Public Name)
Exchange
Symbol
Type of 214 Sales
AVON PRODUCTS, INC BLYTH INDUSTRIES, INC. (PARTYLITE, VISALUS) FOREVER GREEN HERBALIFE LTD. JUST ENERGY GROUP (MOMENTIS) LIFEVANTAGE CORP. LIGHTYEAR NETWORK MANNATECH MEDIFAST, INC (TAKE SHAPE FOR LIFE) NATURAL HEALTH TRENDS NATURE'S SUNSHINE PRODUCTS NUSKIN ENTERPRISES, INC PRIMERICA, INC RBC LIFE SCIENCES, INC RELIV INTERNATIONAL TUPPERWARE USANA, INC EDUCATIONAL DEVELOPMENT CORP (USBORNE BOOKS AT HOME) AI INTERNATIONAL (YOUNGEVITY) PREPAID LEGAL SHAKLEE REVENUE FROM DS, NM, PP LESS THAN 50% OF TOTAL REVENUE BERKSHIRE HATHAWAY (KIRBY, WORLDBOOK, PAMPERED CHEF) FOREIGN STOCKS* IMMUNOTEC NATURA COSMETICS ORIFLAME COSMETICS TELECOM PLUS PLC
NYSE NYSE OTCBB NYSE NYSE OTCBB NYSE NASDAQ NYSE NASDAQ NASDAQ NYSE NYSE OTCBB NASDAQ NASDAQ NASDAQ NASDAQ OTC BB
AVP BTH FVRG-U HLF JE LFVN-U LYNS-U MTEX MED NHTC-5 NATR NUS PRI RBCL-5 RELV TUP USNA EDUC JCOF-5
NYSE TORONTO-V SAO PAOLO STOCKHOLM LONDON
DOW JONES INDUSTRIALS S&P 500 NASDAQ COMPOSITE
2011 Return
PE Ratio
EPS
52 Week 215 High
52 Week Low
DS PP NM NM NM NM NM NM NM NM NM NM NM NM NM PP NM PP DS
-39.90% 87.20% 4.2% 51.10% -29.60% 297.20% -91.70% -75.60% -52.50% 437.20% 72.80% 60.50% -4.20% -28.60% -36.60% 17.40% -30.10% -23.70% 186.40%
16 NA NA 14 NA NA NA NA 19 NA 1.73 15 11 NA NA 12 11 NA N/A
0.98 NA NA 3.78 NA NA NA NA 1.33 NA 1.73 3.12 2.66 NA NA 4.81 3.88 NA NA
23.58 46.15 0.25 73.00 14.15 3.98 0.55 7.93 29.14 1.88 18.51 62.02 30.29 0.29 1.88 64.99 50.23 5.56 0.47
14.45 18.69 0.04 42.15 9.50 1.32 0.06 3.14 12.97 0.56 12.66 36.20 21.50 0.01 1.14 50.90 29.00 3.75 0.12
BRK'A-US
PP
-4.70%
16
IMM-V NATU3-BR ORI-SK TEP-LN
NM DS NM NM
37.50% -24.00% -38.60% 69.30%
NA 26 89 24
PPD
.DJIA-DI .SPX-UT COMP-O
8,182.68 136,344.94 110,092.00 NA 2.03 2.05 35.69
5.50% 0.00% -1.80%
0.30 56.99 278.30 906.48
0.13 33.52 181.80 602.09
13,661.87 11,231.56 1,474.51 1,158.66 3,196.93 2,441.48
_________________________________________________________
Exhibit 7f Examples of news that could significantly affect the price of an MLM stock – even if the bad news is only about a similar MLM. ―We Have Never Seen Anything Like Bill Ackman's Dizzying Takedown Of Herbalife,‖ Businesss Insider, Dec. 20,2012 NOTE: This development affected not only Herbalife stock price, but also others with similar offerings, especially Nu Skin Enterprises. ―For many Herbalife recruits, lost money and dashed dreams‖ Herb Greenberg, CNBC.com, Jan. 10, 2013 ―USANA Health Sciences: A Bad Case of MLM?‖ Seeking Alpha (3-22-2007) ―Immunotec Inc – Trading Halt – to announce bad news,‖ Stockhouse 3-2 7-2000) ―Nu Skin and the short-sellers,‖ CNN report about an article by Peter Elkind with Doris Burke, Fortune Magazine, October 2012
214
NM: Network Marketing, DS: Direct Selling, PP: Party Plan NM: All share prices and market capitalizations quoted in US dollars except Telecom Plus (British Pence), Natura (Bazilian Real), Oriflame (Swedish Kroner) and Immunotec (Canadian dollar) 215
Ch.7- 30 If and when the political climate changes towards stronger regulatory efforts, this situation cold change rather quickly. It could also change if officials with the skill and the will to take action are installed, and if they are provided with the resources to do what needs to be done to protect consumers. So as a general rule, my advice is that most MLM stocks are safe from regulory action in the short term, but anything can happen long term. If an MLM company were shut down for widespred violations of FTC rules or state statutes, the stock price would tank and some investors could suffer huge losses. Stock prices can also be affected when a related stock is featured in the headlines for some regulatory action or other market event, such as news items in Exhibit 7f. . Headlines affecting one stock will affect similar stocks. This happened to Nu Skin when its stock dropped about 30% after hedge fund manager Bill Ackman attacked Herbalife in a presentation given to investors on December 20, 2012. Given the rapid growth of some MLMs, it should be no surprise that some publiclytraded MLMs draw investors‘ attention. An investment advisor could find some of the stocks worth considering for portfolio recommendations. Examples can be seen in the list of publicly traded MLMs furnished by one MLM information source in Exhibit 7e. I often get consultation calls from investment advisors, asking for iinsights and recommendations on specific stocks. Often, they want to know just how vulnerable the stocks are to action by state or federal regulators. I may tell them that it is quite unlikely that any action will be taken any time soon. However, I think it is important to recognize that virtually all MLMs are violating laws against unfair and deceptive practices or other proscriptions in state and federal rules and statutes as explained in Chapters 10 and 11. If and when the political climate changes towards stronger regulatory efforts, this situation cold change rather quickly. It could also change if officials with the skill and the will to take action are installed, and if they are provided with the resources to do what needs to be done to protect consumers. So as a general rule, my advice is that most MLM stocks are safe from regulory
action in the short term, but anything can happen long term. If an MLM company were shut down for widespred violations of FTC rules or state statutes, the stock price would tank and some investors could suffer huge losses. Stock prices can also be affected when a related stock is featured in the headlines for some regulatory action or other market event, such as news items in Exhibit 7f. . Headlines affecting one stock will affect similar stocks. This happened to Nu Skin when its stock dropped about 30% after hedge fund manager Bill Ackman attacked Herbalife in a presentation given to investors on December 20, 2012.
The Network Marketing Payout Distribution Study In 1999, I gathered the data I had, together with feedback I was receiving from tax accountants, and issued a challenge that continues to this day. I wrote the presidents of 60 of the most prominent MLMs at the time, challenging them to prove me wrong in my conclusions – that network marketing companies were in fact pyramid schemes, with most of the money that is paid to participants going to those at the highest levels, and almost everyone else losing money, after subtracting incentivized purchases and minimal operating expenses. These presidents were supplied forms that could be used to break down money paid out to partici-pants in various percentiles with money they paid in to the company for products and services in order to conduct their ―business.‖ My challenge to these executives was to ―Prove me wrong‖ by furnishing this data as requested. The response from most of these company presidents was interesting. Most did not bother – or dare – to respond. Company communicators from about a half dozen of the MLMs said they would get back to me with a response, but when they ran the challenge by top executives, the answer in every case was negative. They apparently did not want the truth to get out – which is no surprise, given the damning reality of the numbers, as reported here.
Ch.7- 31 This challenge has been posted since that time on either my web site or on the Pyramid Scheme Alert web site. To this day, no MLM company president has met the challenge. Details of the Network Marketing Payout Distribution Study can be found in Appendix 7E.
These conclusions about MLM are confirmed in other studies. I am not alone in coming up with these abysmal odds of success for MLM programs. I have already mentioned the Wisconsin study of Amway tax returns, showing the average income of the top 1% of Amway distributors in Wisconsin to be minus $900. Another revealing study is the "The Myth of 'Income Opportunity' in Multi-level Marketing," by Robert FitzPatrick, sponsor of the web site pyramidschemealert.org. He used different assumptions than those used here – not attempting to correct the deceptions in the reporting of the 11 MLM companies he analyzed. But he still concluded – based on the companies' own reports – as follows: A statistical analysis of income disclosures made by 11 major multi-level marketing (MLM) companies and the largest of all MLMs, Amway/Quixtar, reveals that, on average, 99% of all participants received less than $10 a week in commissions, before all expenses. Additionally, the report shows that on average no net income is earned by MLM distributors from door-to-door "retail" sales. . . The data analyses prove that virtually all MLM participants never earn a profit and that MLM claims of a broad-based MLM "income opportunity" are false. The report reveals that the majority of all commission payments are awarded only to a small group of promoters at the top. More than 50% of all commission payments were transferred to the top one-percent in ten of the eleven companies. In several cases, more than 70% of all commissions were paid to the top one percent. The top-loaded pay plans of the MLM companies are based on "endless chain" recruiting in which the investments of the latest recruits are transferred to the earliest ones, and the vast majority of all participants are always situated at the bottom levels of the chain, where profit is 216 impossible.
Comparing MLM to other options, it is safe to say that that MLM is the most unfair
and deceptive, and the most viral and predatory of all business practices and should be illegal per se, as are pay-to-play chain letters and no-product pyramid schemes. Therefore, to promote as a ―business opportunity‖ an endless chain or pyramid selling activity (MLM) that in fact leads to almost certain loss for all but the founders and TOPPs (who are enriched from the purchases of victims/recruits), is a misrepresentation of the facts, and can lead to the defrauding of large numbers of participants. MLM is the epitome of the type of business activity the FTC) is pledged to protect against – ―unfair and deceptive acts or practices.‖ MLM‘s candlestick income distribution. When I first became interested in the abysmal numbers associated with MLM profit/loss rates, I was struck with a phenomenon I had never seen in decades of analysis of financial and entrepreneurial business models. When I spoke at conferences and workshops for law enforcement personnel, I attempted to display on a graph the distribution of income across the entire spectrum of MLM participants. On an income distribution chart I would show a tiny few making huge sums of money on the left of the horizontal axis and the balance losing money on the right side. The problem was that no display media was wide enough to display the huge disparity between winners and losers. Those who made money would be less than a half inch in width, while those who lost money (after incentivized purchases and expenses) would spread across the length of the entire building in which we were meeting – if not the whole block. In the UK‘s case against Amway217, this extremely unfair income distribution was aptly described as a ―candle stick.‖ The following description by the finder of fact is very revealing. If you have the patience to read it and the statistical background to understand it, you will be rewarded with some very useful insights in just how incredibly unfair MLMs can be. (Conversions from pounds to dollars will 217
216
FitzPatrick, Robert, The Myth of Opportunity‖ in Multi-level Marketing, 2008.
―Income
Approved Judgment: The Secretary of State for Business Enterprise and Regulatory Reform v. Amway (UK) Limited May 14, 2008. §42-43
Ch.7- 32 vary, but you can still grasp the comparisons from the relative size of the numbers.) Having set out the structure I turn to my findings of fact as to what, in truth, this structure produces for individual IBOs. The case for the Secretary of State is that the reality of the Amway business is that the nature and rewards of becoming an IBO and participating in that business are such that only a very small number of IBOs make any significant money from their participation. In fact, the substantial majority of IBOs make no money and indeed by reason of their payment of the registration fee and the annual renewal fees, lose money from their participation. In its Points of Defense, Amway does not assert that this is not so, nor does it run any positive case. It merely puts the Secretary of State to proof. The Secretary of State proves the case by statistical analysis. For the period from 2001 to 2006 (a) 95% of all bonus income was earned by just 6% of the IBOs; and (b) 75% of all bonus income was earned by less than 1.5% of IBOs. In 2005-2006 there were 39,316 IBOs who shared a bonus pot of £3,427 million. But of this total, 27,906 IBOs (71%) earned no bonus at all, and 101 IBOs (0.25%) shared £1,954 million between them. That leaves a group of 11,309 IBOs to share a bonus pot of £1,473 million. Within that category there was a group of 7,492 IBOs (earning 3% commission) who between them shared £101,400. This gave them an average annual bonus income of just over £13.50, a sum less than the annual renewal fee of £18.00. (I do not, of course, overlook the "retail margin" earned on product purchased. from Amway and not self-consumed: but the 3% commission is earned when the monthly points value is 200 PV, so the total retail margin, allowing for self consumption, and even assuming full-price sales, will be low). If one were to represent this bonus distribution on a graph with, a central vertical axis containing the commission bands (with 0% at the base and 21% at the top), and the horizontal axis calibrating the number of people in the class, then the bar graph would resemble not a pyramid but a candle stick, with a large solid base of IBOs who earned nothing or virtually nothing and a thin column of lBOs arising out of it who earned 6 to 2l% commission. A feature of that graph would be that the group at the top of the candle would be those who had been IBOs longest. So, Trevor and Jackie Lowe earned a total bonus of £141,000 (having been IBOs since 1979). Of that bonus only £1,788 related to commission on their
personal volume (which suggests that they had personally purchased about £8500 worth of product in a year for on-sale to their own customers). £30,000 was attributable to the differential bonus earned on sales made by their down line, and the rest was attributable to the higher awards scheme to which I have referred. The Stranneys earned a total bonus of £59,142. They too had joined in 1979. The bonus payable on their personal purchases was £ 1,963. The differential bonus earned on sales by their down line was £15,660. The balance was made up of the higher awards to which I have referred. The Melvilles earned a total bonus of £32,058. They joined in 1980. The bonus earned on their personal volume was £788. The differential bonus earned on sales by their down line was £20,078. The balance was made up of the higher awards. On the other hand at the base of the candle stick are almost all the recent joiners together with a very considerable number of people who have been IBOs for years, but not made a financial success out of their business. The picture can be presented in a variety of ways: but it is consistent. Between 2001 and 2006 the proportion of IBOs not earning any bonus income varied between 69% and 78%. In year 2004/5 only 74 out of 25,342 IBOs earned over £10,000 by way of bonus. In that year only 4,076 IBOs earned enough bonus to cover the annual renewal fee: 21,266 did not even cover their most basic running cost from bonus payments (though there may be retail margin). If very modest business expenses are factored in (say £1 00 on petrol or the purchase of BSM) the picture is even starker, with only 1,820 IBOs making sufficient from bonus payments to cover those expenses and 23,521 IBOs failing to do so. In the period from 2000 to 2005 Chris and Sharon Farrier's bonus-income ranged from £21,495 to £7,971 and averaged £12,850 Over the same period the income of Dr. Anup Biswas ranged from £137 to £433 and averaged £306. These are the people whose testimonials said respectively that they were earning "the equivalent of good executive size income", or was deriving an income that "continue[d] to climb to replace my full professional salary".
I would add that – as bad as these numbers are – they do not account for all expenses. So the loss rate is actually far worse than described above. I would also like to emphasize that the extremely unfair distribution of income described above does not apply just to Amway, but to all MLMs for which I have been able to obtain data on average earnings of participants. It is not
Ch.7- 33 just a few MLMs that are conducting unfair and deceptive marketing practices, but virtually all of them, as all MLMs are built on a fundamentally flawed system of unlimited recruitment of endless chains of participants as primary customers.
My explanation for the extremely unfair income distribution in MLM Early in my research, something unique about MLM jumped out at me because of my extensive experience with sales commissions for sales persons and markup practices in retail or direct sales settings, where the seller gets the lion‘s share of the commission share of the marketing margin of the retail price. In publishing, for example, the book seller may get 20-40%. The district or regional wholesale representative may only get 15%, but he gets that amount from many retailers. There may be a higher level national distributor who only gets 2-5%, but he gets that from the whole country. Conversely, in MLM, distributors close to the actual sale may get an override commission of only a small percentage (36%, etc.) on the price of the product – no more than those at the top. The average person sees this as fair: ―Everyone gets their 5%, which is their fair share – right?‖ Wrong. Because the person on the front line may get a personal or ―group‖ commission of only 515%, there is little incentive to retail products, which are usually way too overpriced to sell at suggested retail. So they earn little if anything selling at retail and in fact usually sell at wholesale to friends and relatives to meet ―pay-to-play‖ requirements for commissions and rank advancement. Though commissions may be only 5% for several levels (as was the case for six levels of breakaways with Nu Skin), a high level distributor with thousands of persons in his/her downline can earn thousands of dollars every week. So the compensation plan clearly is weighted in favor of those who build a large downline from whom they can garner commissions from the purchases of thousands of participants, rather that attempting to sell them one at a time to non-participating customers.
RVE → EIDI. I have advanced a microeconomic MLM axiom, or company payout characteristic, that sets MLM apart from all other business models in its deceptive appeal – appearing fair, but probably the most unfair and deceptive of all business models. The axiom is as follows: RVE → EIDI – or relative vertical equality in commission structure results in extreme inequality in distribution of income to the network of distributors (thus the ―candlestick income distribution‖). I have found this characteristic in all of the 500 MLMs I‘ve analyzed. Look carefully at Exhibit 7g. Note that in a standard retail operation the retailer gets the lion‘s share of any commissions paid by the producer. This is fair because he/she expends the resources to make the actual sale happen. This means providing the store space, stocking the product, hiring a sales clerk, etc. In the case of legitimate direct selling218, the sales person does the hard work of finding the prospects and persuading them to buy. In contrast, the person who acts as wholesaler or manufacturer‘s rep will get a much smaller share of the retail sales price than the retailer but will have many retailers from whom to earn overrides. In legitimate direct selling, the sales manager above him or her will likewise get a much smaller commission, but will have many salespersons from whom to collect overrides. And there will not be more levels of sales managers than are functionally justified. Now look at the bottom of Exhibit 7g – using Nu Skin‘s ―breakaway‖ system as an example. Everyone in the upline and downline may get about the same payout from the company per sale. I call it relative vertical equality because – while the commissions may vary some – they may be relatively the same, whether the upline is one or five levels above you. In fact, in some MLMs, the amount paid to those at the higher levels is actually greater than that paid to the person making the sale. The new recruit may be encouraged to sell to (recruit) those with whom a prior relationship has been established – her ―warm market.‖ This has been called ―spending one‘s social capital.‖ 218
Note that I do not include MLM in the category of legitimate direct selling. I have done both, and I know the difference.
Ch.7- 34 There is little correlation between the effort made in making the sale and the amount paid – except for position in the pyramid of participants. In fact, in at least two states it was at one time illegal to pay a person override commissions on sales to which that person made no contribution.
2 .As just explained, relative vertical equality is presented as a fair system of remuneration, when in reality it is an upside down reward system that leads to extreme inequality in distribution of income across the entire network of distributors – making MLM extremely unfair.
Now look at Exhibit 7h.219 This is an actual example (from Nu Skin‘s statistics) of how unfairly the income is distributed. The number of distributors at each of the levels is represented by the size of the circles. The number of people who actually earn a significant profit from participation is so small that it would take a microscope to see the circles for their respective levels. The active distributors who failed to earn a check is clearly the vast majority of distributors. And if you had a page 20 times the size, you could represent those who dropped out of the program with a circle 20 times that large. When an objective observer comes to understand how MLM compensation plans actually work, it becomes apparent that MLM is not only an unfair and deceptive practice, but an extremely unfair and deceptive.
MLMs are the most unfair and deceptive of all business opportunities and the worst class of pyramid schemes. In the original FTC v. Amway ruling in 1979, the ―retail rules‖ supposedly used by Amway to assure that products were sold and not just stockpiled are based on the questionable assumption that even though Amway was structured as a pyramid scheme, retail sales would serve as a mitigating factor to minimize the harm. But since the loss rate is so much higher for product-based pyramid schemes (MLMs) than for classic, no-product schemes, this assumption should be challenged as totally untenable.
Two fundamental flaws in MLM as an ―income opportunity‖ So when we put all of this together, it becomes apparent that there are two fundamental flaws in the core business model that we call multi-level marketing: 1 . All MLMs are built on unlimited recruitment of endless chains of participants as primary customers. Their compensation plans assume infinite markets, which do not exist in the real world. They also assume virgin markets, which do not exist for long. They are constantly in a state of impending market collapse. To survive and grow, they must continually be recruiting – or churning through – a revolving door of new recruits. Any losses from market shrinkage are borne by new recruits, who buy products to participate in the potential of ―unlimited‖ or ―residual‖ income held out to them. And when a market becomes saturated, they must of necessity re-pyramid through other markets. .
219
Figures extracted from Exhibit 7c.
Classic, 1-2-4-8 pyramid scheme
In a classic 1-2-4-8 no-product pyramid scheme all the money from 14 downline participants goes to the person at the top. Assuming the pyramid schemes continues, that person would leave and recruit another pyramid of participants. Those on the second level of the original pyramid would move up to the number one position, and those on the bottom level would each move up a level in the new pyramid and recruit another two persons for the bottom level. Those at the top would cash out and go on to form other pyramids, in an endless chain of recruitment of new participants into an ever growing number of pyramids. [See Appendix 7B for profit and loss rates for such pyramid schemes.] MLMs on the other hand, frequently have hundreds of thousands of victims involved, over 99% of whom lose money – many times the losses suffered by victims of product-based schemes. MLM is clearly an unfair and deceptive practice.
Ch.7- 35
Exhibit 7g
Ch.7- 36
Exhibit 7h
Ch.7- 37
The inevitable result of such pyramid schemes is that eventually recruitment will dry up as the market becomes saturated or law enforcement steps in and stops it. In any event, when the pyramid ceases, the vast majority of participan ts are guaranteed to be in a losing position at the bottom. In a typical product-based scheme, or MLM, like Amway or Nu Skin, investments are disguised or laundered through product purchases. Revenues from product sales are channeled through a large infrastructure, with not even half of the money going back to those who generated it. And instead of going to the top person of the 14 participants in a no-product scheme, company payout must be shared with tens of thousands, or even hundreds of thousands of participants – most of it going to those at or near the top levels; i.e., the TOPPs (top-of-the-pyramid promoters) who are the driving force behind product-based pyramid schemes. So only a tiny amount is paid back to lower level participants – almost all of whom lose money. Thus the loss rates for MLM participants (averaging at least 99.7% as shown in Exhibit 7d) is far greater than for participants in classic pyramid schemes, which is approximately 90%. And if you eliminate TOPPs (top-of-the-pyramidpromoters) from the calculation, the loss rate is closer to 99.99% for new recruits. So the chance of new recruits profiting from the scheme is essentially ZERO! Put another way, the odds of profiting from a classic 1-2-4-8 no-product pyramid scheme (close to 10% depending on how many continue) is in the range of ten to 100 times as great as the likelihood of profiting from a typical MLM program (less than 1%). MLMs (or product-based pyramid schemes) are the worst class of pyramid schemes by any measure – loss rate, aggregate losses, or number of victims.220
MLM is a mathematical trick played on the unwary. MLM promises significant rewards to those who invest time and money in an MLM, but delivers losses to all but those at or near the top of a large pyramid (or beginning of the chain) of participants – who profit from the failed investments of those beneath them in the pyramid. As explained above, adding products to a pyramid business model does not mitigate the harm, but greatly increases it. Based on figures released by the Direct Selling Association, aggregate losses amount to tens of billions of dollars and are suffered annually by tens of millions of victims worldwide. Of course, the DSA refers to MLM revenues as ―sales,‖ when in fact with a 99% loss rate, such ―sales‖ represent losses for the vast majority of participants. In this regard, the following comment from the trier of fact in the UK‘s case against Amway221 is instructive:
220
221
Again, for a chart comparing no-product with product-based pyramid schemes (MLMs) – and with legitimate income options, see Exhibits 7g and 7h.
. . . In my survey of the evidence I have recorded some instances of those who did have some success. But they are the equivalent of one in many thousands. If the reality of an opportunity is fairly presented, members of the public are free to try and free to fail; and the mere fact that some do fail would not compel the conclusion that the opportunity was not being fairly presented. But if almost all do not achieve then I think the inference is fairly raised that the disparity between expectation and experience arises from a failure to make a fair presentation of the actual (as opposed to the theoretical or exceptional) chance of success.
All of the foregoing supports the obvious conclusion with which any rational analyst would agree. There exists a critical need for adequate disclosure of information crucial to an informed decision by an MLM prospect on whether or not to participate.
Approved Judgment: The Secretary of State for Business Enterprise and Regulatory Reform v. Amway (UK) Limited May 14, 2008. §54 (c )
Ch.7- 38
Exhibit 7i See explanations in Exhibit 7j.
Income Options for Participants 100%
90%
Wage earner 0% lose money Legitimate direct selling 20% may lose money
80% Small business 61% lose money
70%
No-product pyramid scheme Gambling MLML 90% lose 97.1% lose 99.7% money money lose money
60%
50%
40%
Wage earner 100% profit Legitimate direct selling 80% may profit
30% Small business 39% profit
20%
10%
0% 1
2
3
No-product pyramid scheme Gambling 10% profit2.9% profit MLM 0.3% profit 4 5 6
Series2 Series1
Ch.7- 39
Exhibit 7j: MLM Profit and loss rates vs. various income options By Jon M. Taylor, MBA, Ph.D. Classic noLegitimate product Wage direct Small pyramid earner selling business scheme Approx. % of participants who may have profited after expenses 100% Approx. % of participants who lost money after expenses
Gambling roulette at Caesar's Palace in Las Vegas
Productbased pyramid schemes, or recruitmentdriven MLMs
80%
39%
10%
2.9%
0.3%
20%
61%
90%
97.1%
99.7%
NOTES - explaining each option: Wage earners typically do not have out-ofpocket expenses that are not reimbursed by employer, so they typically do not lose money. Legitimate direct selling (not MLM) profitability rates vary widely. Direct selling has largely been replaced by discount retail outlets and the Internet. However, some direct selling does occur, such as some insurance and investments. I spent many years in direct selling and would not consider a sales opportunity for which I could not sell 80% of pre-qualified prospects. In legitimate direct selling programs with which I have been familiar, salesmen are not required to buy the products or to pay for sales training. So they would only rarely lose money, except for unreimbursed travel, etc. (When I sold encyclopedias, I did not have to buy a set, and when I sold insurance, I did not have to buy what I sold. For this report, I am arbitrarily using what I consider a "safe" profitability figure of 80% for a trained salesman. Small business failure rates are not as high as MLM promoters claim. A study by the NFIB (National
Federation of Independent Business), using U.S. census figures in 1999, found that approximately 39% 39% of small businesses are profitable over the lifetime of the business. Classic no-product pyramid schemes are usually 8-ball (or 1-2-4-8) schemes in which some participants recycle into a new pyramids of participants repeatedly, while some drop out. Approximately 10% profit from the schemes, ranging from approximately 7%13%, depending on whether or not they recycle into new pyramids. Gambling - Odds are for a single bet on one number at the roulette wheel at Caesars Palace in Las Vegas (Statistics provided by Ceasar's Palace April, 2001)
Product-based pyramid schemes, or recruitment-driven MLMs. The percentage of people who may have profited is so low (0.004, or 0.4%) that it does not show on the chart. For more information on the abysmal numbers for MLM partiicipation, go to mlm-thetruth.com for statistical reports.
Ch.7- 40
MLM as a business model is the epitome of an “unfair and deceptive act or practice” that the FTC is pledged to protect against. . . Given MLMs’ abysmal numbers, for promoters to present MLM as a “business opportunity” or “income opportunity” is a misrepresentation. Some would say it is simple fraud.
FTC‘s Business Opportunity Rule survey revealed selfdeception is common in MLM After the FTC issued its Business Opportunity Rule (BOR) in December of 2011, exempting MLM from compliance, a group of us consumer advocates requested identifying information for the 17,000 persons who filed comments, mostly objecting to including MLM in the Rule. All we had was names and states, and the FTC‘s Freedom of Information Act office refused our request. So we selected a sample of very unusual names we could locate through a Yahoo People Search. By telephone, we were able to reach 275 persons who had comments filed in their name. We found that most did not approve of the exemption for MLM – when its true purpose was explained to them. They had been misled to believe that the FTC wanted personal financial information and information of friends and family as references, which could violate personal privacy, etc. Some had not submitted the comments seeking the MLM exemption and claimed they would never do so. Apparently, in these cases someone from the company submitted comments in their name without their approval. Pressured by their companies or upline, most simply forwarded comments written by the MLM company and a dded a few comments of their own. We asked them if they were still active in their MLM and learned that most had been with the company for several years and appeared to be protecting their turf in seeking the exemption.
We then asked if they were profiting from their participation. Nearly all said ―yes‖ and that they were reporting a profit on their taxes. When we asked if the MLM was their sole source of income, only eight of them answered ―yes‖. Then when we asked if they received from the company more in commissions than they paid to the company for products and services, most of them balked, said they didn‘t know, or suggested ―That‘s pretty personal, don‘t you think?‖ – or ―I won‘t disclose that information.‖ It became apparent that most were not honest with themselves about the amount of money they were spending on products and services compared to what they were being paid by the company. They had deceived themselves into thinking that they were making money even when they were spending more222 than they were getting. It was also disconcerting to hear their answers when we asked if they would have joined their MLM if they had known that 99% of participants lose money. Most said ―yes‖ – for they knew people who were making money. I call this the ―lottery mentality.‖ Though the odds are next to zero, some will still spend money betting on the extremely slim possibility of being a winner.
The “lottery mentality” – Though the odds are next to zero, some will still spend money betting on the extremely slim possibility of being a winner.
The critical need for adequate disclosure is herein underscored. Persons who are considering buying into an MLM are surprised to learn that the numbers are so abysmal. A typical reaction is ―I knew that few people make any money, but I had no idea MLM was that bad.‖ Even 222
Of course, this included personal consumption, but the products are typically far more expensive than comparable products from retail outlets. Many are ―pay-to-play‖ purchases. (See Chapters 2 and 4.)
Ch.7- 41 consumer advocates say that it is far worse than they imagined. And of course, those who have already invested money in MLM are sickened by the awareness of the scam they have fallen into, saying, ―If I had only known.‖ While the DSA/MLM lobby has mounted a fierce resistance to providing transparency in MLM reporting that could provide some protection for consumers, it should be clear from these studies that adequate disclosure is absolutely essential. The argument the FTC used for exempting MLM in its Revised Business Opportunity Rule was that it would be ―too much of a burden‖ for participants to hand out a one-page document of disclosures to prospects. Apparently anticipating the outcry of consumer advocates, the FTC pledged to deal with MLM abuses by using Section 5 of the FTC Act. The problem is that the FTC admitted to prosecuting only 14 MLM companies in the preceding ten years. Since virtually all MLMs are violating Section 5, as clearly demonstrated here, this would require that the FTC increase its staff at least twentyfold just to handle the MLMs just commencing, not to mention the hundreds that are still operating. A rule requiring adequate disclosure may be the only cost effective way for the FTC to handle the hundreds of deceptive MLMs. This problem began when the FTC ruled that Amway was not a pyramid scheme in 1979, assuming compliance with some exculpatory ―retail rules,‖ which have never been adequately enforced – and probably never could be. Besides, they only address behavior of participants, not underlying flaws in the business model – or the compensation plans which actually discourage a retail emphasis. In one of my many comments to the FTC, I suggested a disclosure form that could be very helpful in making more transparent to consumers what the MLM opportunity is – or is not. For the form I proposed, see Appendix 7C. Note that I was suggesting MLMs disclose more to prospects than was initially proposed with the Business Opportunity Rule – net payout to participants, after subtracting purchases from the company. 223 223
See my report titled – ―REGULATORY CAPTURE: The FTC‘s Flawed Business Opportunity Rule‖
MLMs as ―pay more‖ buyers‘ clubs Perhaps I am too harsh in my judgment of MLM as an unprofitable – even fraudulent – system. Actually, I could accept any MLM continuing to operate, so long as its promoters do not present it as an ―income opportunity‖ or as a ―business opportunity.‖ If they want to call it a ―buyer‘s club,‖ where participants are told they get to pay more for some good – and some questionable – products, and that they will likely lose money from participating, that would be fine with me.
MLM is likely one of the greatest consumer scams in history. As an independent business analyst who is informed on the topic of consumer fraud, I found the total losses suffered by MLM participants to be staggering. This is demonstrated in Appendix 7D with simple calculations using statistics provided by the DSA. Based on this information, it is safe to say that since the 1979 FTC v. Amway decision, hundreds of millions of victims have lost hundreds of billions of dollars from MLM participation – making MLM likely one of the greatest consumer scam in history.
Ch.7- 42
Conclusions This book presents the most thoroughly researched independent analysis ever done of the viability and profitability of MLM as a business model. It has been long overdue, as it is information that is vital for consumer awareness and for regulatory rule-making. This would have to include the FTC‘s Business Opportunity Rule, for which comments received by MLM spokesmen and participants (with the encouragement of MLM promoters) were full of the misrepresentations discussed in this book. With every MLM, where such data was available, and after debunking the deceptions in their reporting, the loss rate was at least 99%, using liberal assumptions relating to retention and cost of participation. The average loss rate for the 37 reported here was 99.7%. And if you eliminate TOPPs (top-of-thepyramid-promoters) from the calculation, the loss rate is closer to 99.99% for new recruits – with essentially zero chance of profiting. I believe it is safe to assume that the hundreds of MLMs (with the four causative and defining characteristics in their compensation plan)224 that do not provide such data are not likely to be more profitable because if they were, at least some would have provided data for competitive advantage. This means that at best less than one in 300 participants in all MLMs make a clear profit, and at least 99 out of 100 participants actually lose money! And a much smaller percentage realize the earnings held out as possible at opportunity meetings – which is usually those who joined very early in the chain of recruitment. Newer recruits are being sold a ticket for a flight that has already left the ground. As indicated above, one can do much better at the gaming tables in Las Vegas. And a person need not risk his or her social capital – treasured relationships with friends and family one has spent a lifetime cultivating. (NOTE: I am NOT promoting gambling.) The fundamental flaws discussed in this chapter and in Chapter 2 are confirmed with this analysis. At the very least, it is safe to
224
See Chapter 2: .
conclude that MLMs are not legitimate income opportunities, but are truly scams. As a business model, MLM is likely the most successful con game of all time. The very people who are out recruiting are themselves victims until they run out of money and quit. And because victims seldom file complaints, law enforcement rarely acts. It is a vicious cycle: No complaints, no action by law enforcement. No action by law enforcement, no complaints. So the game goes on. Referring back to the hypothesis at the end of Chapter 2, this data and the calculations performed on them provide conclusive evidence to confirm the hypothesis that MLM is a flawed business model and an unfair and deceptive business practice that is profitable for only a few at the top of the pyramids of participants at the expense of a revolving door of recruits at the bottom – who become its hapless victims. Carrying this a step further, considering the abysmal odds of success in MLM, we could hypothesize that to cover this fact, MLM promoters engage in a plethora of deceptions to cover the reality of their flawed and fraudulent programs. This will be confirmed in Chapter 8: ―A Litany of Misrepresentations.‖
Ch.7- 43
Appendix 7A: Methodology validated by financial experts NOTE: The comments below apply to this book and to its precedent The Case (for and) against Multi-level Marketing, as the methodology and calculations are identical in both books. The author, Dr. Jon Taylor, has a two-year MBA with two years of coursework in statistics, accounting, economics, finance, and analysis of business enterprises prior to his research training in his PhD program and his experience evaluating the research of others in administrative positions at two universities and in his consulting work. Plus – these analyses and calculations have been validated by independent experts in fields requiring much sophistication in statistics, finance, and accounting, as follows:
225
Validated by CPA & Certified Fraud Examiner
The methodology used by Dr. Taylor to calculate profit and loss rates in multi-level marketing companies is sound. Sadly, calculations like this require estimates because MLMs refuse to release the data necessary to calculate these items. Dr. Taylor‘s estimates and assumptions are reasonable, and his calculations are conservative, likely underestimating the true failure rates of distributors. – Tracy Coenen, CPA, CFE Validated by statistician
226
As a point of introduction, my name is Paul McKee and I have over 20 years of experience as an Applied Statistician and Manager as well as a degree in Statistics from Brigham Young University. I became aware of Dr. Taylors work as a result of my wife being invited to a ―Business Opportunity‖ meeting by a friend of hers. I looked into the name of the company that my wife was being introduced to and determined that it was a Multi Level Marketing (MLM) company. I had always been suspicions of their claims but had never done an in-depth analysis of any MLM. While I was researching this MLM, I became aware of Dr. Taylors research and started reading information on his website.
I have read, studied most of his text and analyzed in detail the cases presented in Chapter 7 in the text A Case (for and) Against 227 Multi-level Marketing by Jon M. Taylor. The primary case in this chapter details data noted in 228 [Exhibit 7c] ―Average earnings statistics for Nu Skin Enterprises, Inc. – Extracted from Nu Skin‘s ‗2008 Distributor Compensation Summary‘‖. After a detailed analysis I have found that the data that he has presented is statistically accurate, given the assumption that his base data is accurate from the source. He has made a number of assumptions that generally are favorable to the MLM but do describe what I would consider unreasonable odds of success. I base the reference of ―Unreasonable Odds of Success‖ on the comparison of what was presented to my wife and also the independent research I completed on the internet from MLM company websites. In my over 20 years of experience working in the largest and smallest corporations in America I have never seen a sales opportunity that was represented with such emotional and perceived potential but actually resulted in such abysmal results. In fact, Dr. Taylor demonstrates that recruits of MLM companies experience personal financial loss occurring in over 99% of the cases . – Paul McKee, Statistician Validated by actuary
229
I was introduced to MLM as a youth, as my parents were distributers with Amway. Though my parents failed to profit from this, I did not personally suffer from their misfortune. However, their experience left a distinct impression on me and ever since I have paid close attention to individuals who involve themselves in MLM. It has been over 25 years since my first exposure to MLM, but I have yet to know someone who has successfully built and sustained a profitable business in MLM. One could justify that as poor peer group selection on my part,
225
―Calculating loss and failure rates in multi-0level marketing schemes,‖ article by by Tracy Coenen, posted on May 11, 2012 in ―The Fraud Files‖ at – http://www.sequenceinc.com/fraudfiles/2011/05/12/calculatingloss-and-failure-rates-in-multi-level-marketing-schemes/ 226 Letter from Paul McKee to FTC dated January 13, 2011. Subject: ―Validity of data represented in Chapter 7 of the text ―A Case (for and) Against Multi-level Marketing‖
227 228
Now titled Multi-level Marketing Unmasked
Exhibit 1 in early edition. 229 Letter from John Ashby to FTC, dated January 18, 2011. Subject: ―Multi-level Marketing (MLM)‖ Actuaries are highly qualified statisticians who calculate insurance risks and premiums for insurance companies. John Ashby is an actuary for an insurance company
Ch.7- 44 but I find it statistically difficult to conclud that MLM is a viable industry, as very few, if any, actually profit. Given my interest with MLM, I have found the research of Jon M. Taylor to be astounding. I have a background in statistics with a BS degree in mathematics from Utah State University and a fifteen year career as an actuary. I find Mr. Taylor‘s work to be supportable and credible. Mr. Taylor‘s work on MLM is extensive, but I base my conclusions on my personal review of Chapter 7 in Mr. Taylor‘s e-book A Case (for 230 and) Against Multi-level Marketing. While I have not reviewed the basis for the assumptions made by Dr. Taylor (which seem to fairly represent the MLM) or the source data from his case study of Nu Skin, I have examined the 231 calculations in [Exhibit 7c] of Chapter 7 – MLM‘s Abysmal Numbers. His calculations are materially correct and support his argument that over 99% of recruits to MLM companies will fail – compelling evidence, indeed. – John Ashby, Actuary 232
Validated by Certified Financial Planner
Please share these comments with any and all who may benefit. I have spent the last 30 years actively involved in the insurance, investment, and general financial services industry. I have been involved as a supervisor, securities principal, and compliance officer. As such I have and still do find it amazing that having lived in such a compliance, and consumer protected industry, that the MLM industry has little or no regulations. If we were to try and market any of the MLM programs I am aware of to our clients we would immediately be fined and censured. In fact our Broker dealer forbids any registered representative from participating in any MLM activities. I would strongly urge all of you to take a serious look at this industry and try and not be swayed by the hype, but look at the facts. Dr. Taylor has done a suburb job of balanced research and reporting. If he had time I would encourage a comparison of the dollars lost in the MLM industry to the fraud we experience in the financial services world. My guess is that there would be found many multiples more lost in the MLM world than in our highly regulated financial services industry. It just does not get the press coverage. – Calvin D. Welling, CLU, ChFC, CFP 230 231
Validated by Asset Valuation Expert
My first introduction to MLM was as a young college student. I responded to an ad in the newspaper for a job opportunity but instead unintentionally attended a recruiting seminar. With no other exposure to MLM, I had two major concerns upon completion of the seminar: First, why did the recruiter only briefly mention the product being sold and spent the vast majority of time talking about building a downline? Second, I was told that all that success in MLM requires is the motivation to make a lot of money. This promise was intended as a sale pitch but came across to me as relieving the MLM of any responsibility if I failed – because if I did fail, I obviously did not want to make a lot of money. My professional experience constitutes nearly ten years as an asset valuation expert. Professionally, I have provided valuation opinions for a multitude of assets including physical assets as well as income producing assets for financial transactions, risk management, underwriting, and expert witness court testimony. All valuation services I provide are as an impartial expert. Under this same criteria, I have analyzed Dr. Taylor‘s research, most specifically in Chapter 7 of his book A Case (for and) Against 234 Multi-Level Marketing. Essential to asset valuation is the proper accounting of income and expenses. In my opinion, Dr. Taylor reasonably accounts for anticipated expenses of participants. As a result, the analysis convincingly supports the conclusion that investing in the MLM programs analyzed is not likely financially feasible nor a viable investment opportunity because of the low probability of making a net profit. Under the assumption that the data used by Dr. Taylor is sound, I have no other option than to concur with Dr. Taylor that the basic MLM structure is flawed. Additionally, given the risk of failure is disproportionally high relative to other direct selling opportunities, I can find no logical reason why any person would participate assuming full disclosure on an MLM programs part. Unfortunately, full disclosure is not required. Therefore, in light of Dr. Taylor‘s research, I can only assume that MLM programs exist due to a participant being uninformed, unrealistic, unintelligent, or unethical. The reality is likely a combination of several, if not all. – Andrew Schneider, Asset Evaluator
Op cit
Exhibit 1 in early edition. 232 Letter from Calvin D. Welling, CLU, ChFC, CFP, to FTC dated January 12, 2011. Subject: ―MLM marketing practices‖
233
233 234
Letter from Andrew Schneider, July 18, 2012
Op cit
Ch.7- 45
Comments about my research from other professionals: From a licensed private investigator: You guys rock!! I can't tell you how useful your site is. Thank you so much for proving that ethics, moral standards and common sense are not lost. I have a friend who gets involved with the newest MLM every time a recruiter asks him to come to a meeting. It has become such an issue that it has affected our friendship. I will refer to your website often to counter the nonsense and unethical behavior that traps people like my friend. I commend and thank you for your efforts in helping people who truly are victims of this economic cancer. I am a local licensed private investigator that would love to help you in any way I can and if I have the time. (My time would be free of charge) Please let me know if there is anything I can do to help further your cause. I will do anything to help the public see these for what they are, because in one way or another they affect all of us. –Jake Allred, Licensed Private Investigator
Analyst uses web site to debunk the deceptions in one MLM and in MLM as a business model. Hi Jon – I found your paper on the internet – the five red flags to identifying product based pyramid schemes. Very informative. I have some friends who are caught up in the Arbonne scheme. It definitely meets the five red flags and as you said the compensation structure is the key. It has the emphasis on recruiting, you have to pay to play in personal retail volume, there are 6 levels of payout, the ―promotions‖ are based on recruiting rather than by appointment. The products can supposedly be sold at retail for a higher consultant commission but this is unrealistic because everyone signs up as a non-active consultant for $29 and can order over the internet at ―wholesale‖. If you want to be ―active‖ you have to do $100 per month retail volume ($65 with consultant‘s discount) and at the bottom commission rung of 4% you have to sell to quite a number of customers to recoup your required minimums – so then the emphasis becomes on recruiting.
To jump to the 8% commission level a $1,000 in personal retail investment is involved to qualify within a certain time frame – so they have the opportunity to stick you for this more than once because you buy kits to get started. They pay on 6 levels – they have a width/depth structure. I forwarded my friends your paper and tried to get them to understand that what they are involved in is unethical at a minimum…but they just sent me back the published hype – all the typical things you referred to in your paper. I think one of these people got in early enough in the scheme that she may be making some money. These [MLM] companies seem to prey on housewives who don‘t understand the basics of market supply and demand. They are so naïve that they cannot see the forest for the trees. Thank you, Susan S, MBA Susan wrote later: Yes, it was an interesting learning experience for me. I had never been approached by something like this. I also didn‘t remember covering these schemes in any of my course work in my undergrad or MBA marketing classes. It was the compensation structure that got me suspicious - when I realized that these minimum purchases were involved I started doing a little breakeven analysis and realized how much I‘d have to sell at these low commission rates to just make back the money they have you spend as monthly minimums. It really does not become clear until you start to calculate how many people you have to sell to just to break even! Then it became clear to me that you had to recruit people to make any money. I thought this was very fishy – and so I jumped on the internet and found your article…and then it all really clicked in my brain. – Susan S., MBA
To present MLM as an “income” or “business opportunity” is misleading.” However, it may be acceptable to sell it as a “buyer’s club,” where participants get to pay more for some good – and some highly questionable – products.
Ch.7- 46
Appendix 7B: Winners and losers in a classic no-product (1-2-4-8) pyramid scheme Cycle 1 2 3 4 5 6 7 8 9 10
Number of pyramids 1 3 7 15 31 63 127 255 511 1023
Total number of participants* 15 31 63 127 255 511 4123 2047 4095 8191
Number who profit** 1 3 7 15 31 63 127 255 511 1023
Percentage who profit*** 6.67% 9.68% 11.11% 11.81% 12.10% 12.33% 12.41% 12.46% 12.48% 12.49%
Percentage who lose 93.99% 90.32% 88.89% 88.19% 87.84% 87.67% 87.59% 87.54% 87.52% 87.51%
Profits broken down in a classic no-product (1-2-4-8) pyramid scheme: Order of participants‘ entry into the scheme
Revenues to each Number of participants participant at that level at that level
Initiator 2nd participants entering the system 3rd ― ― ― ― 4th ― ― ― ― 5th ― ― ― ― th 6 ― ― ― ― 7th ― ― ― ― 8th ― ― ― ― 9th ― ― ― ― 10th ― ― ― ―
$140,000 $120,000 $112,000 $98,000 $84,000 $70,000 $56,000 $42,000 $28,000 $14,000
Total number of participants who would profit
1 2 4 8 16 32 64 128 256 512 1,023
Number of participants at the lower levels who would lose money 7,168 Total of all participants in the scheme
8,191
Per cent who profit (assuming all those who profit reinvest in new cycles of the pryamid 12.49% Percent who lose money at the 10th level
87.51%
* This includes all who participated, regardless of how many times. ** This is the number of participants who have cashed in at least once and some multiple times. *** This assumes every profiting participant keeps investing in new pyramid cycles. The percentage profiting would be slightly higher or lower depending on how many participants dropped out and when.
Ch.7- 47
Appendix 7C A simple form that would disclose crucial information to prospects Average payments to – and purchases from – all WealthPlus1 participants who had enrolled2 within the past three years Total number of participants3 recruited during the three-year period of the report
100,000
Total of all purchases4 of products and services for the past year from WealthPlus by (the same group of) participants who were enrolled and authorized to recruit $60,170,000 Total payments in commissions to these participants for the past year
$24,300,000
Percentage of participant-generated revenue rebated to these participants (payout)
43.9%
Average purchases of products and services5 by these participants from WealthPlus $601.70 Average commissions and bonuses paid by WealthPlus to each of these participants $243.00 Average net payout to participants in this group of participants
(minus $358.70)
Percentage of participants who received more money from the company than they paid to the company = 0.106% – which equates to 0.001, or about one out of a thousand NOTE: Losses can be far greater when operating expenses (travel, Internet, etc.) are subtracted. Range of annual 6 Commissions received by participants from WealthPlus Over $500,000 $250,000-$499,999 $100,000-$249,999 $50,000-$99,999 $25,000-$49,999 $10,000-$24,999 $5,000-$9,999 $1,000-$4,999 $1-$999
Average payments to participants at each level $1,500,000 $700,000 $300,000 $70,000 $30,000 $12,000 $7,000 $1,000 $100
Participants who made purchases but did not qualify for commissions6 $0
Average purchases by participants from company for each level $20,000 $18,000 $16,000 $14,000 $12,000 $10,000 $8,000 $2,500 $2,000
$400
Net average receipts/ purchases from company for each participant* $1,480,000 $682,000 $284,000 $56,000 $18,000 $2,000 ($1,000) ($1,500) ($1,900)
($400)
Number of- % of total participants participants 1 0.001% 5 0.005% 10 0.01% 50 0.05% 100 0.01% 300 0.03% 500 0.05% 2,000 2.0% 7,000 7.0%
80,000
__________________________________________________________ See “Explanatory Reference Notes for FTC Officials” on the following page.
90%
Ch.7- 48
Explanatory Reference Notes for FTC Officials: 1
WealthPlus International, Inc. is merely a fictitious name used for illustrative purposes. Also, all of the numbers used in this chart are fictitious and for illustration only. 2
Enrolled participants are persons who signed a contract allowing them to buy products at discounted or wholesale prices from the company and authorizing them to recruit other persons into the company, from which the enrolled participant could profit (in commissions, bonuses, etc.) from sales to said persons. 3
These statistics include ALL persons who contracted with the company as participants within the past three years (or other designated time period). This is to correct the typical deceptive reporting practice of MLM firms of counting only ―active distributors‖ in the past year (or other limited time period). They eliminate the recruits that dropped out. Their base for comparison thus represents only a small slice of the total recruits. Note that while eliminating participants that contracted to join and then dropped out, this small base of participants is compared with participants who may have been with the company for five to twenty years at a certain level – often from the beginning of the chain of recruitment. The statistical results are extremely skewed, making the MLM ―opportunity‖ appear to be profitable for more recruits than is actually the case. The above form would help correct these deceptions. Those that had been with the company for longer than three years would not be included in this disclosure. 4
This number must include ALL purchases from the company, including products, training, sales aids, telecommunications and other electronic aids, etc. This makes it possible for recruits to see if it is likely that more money will be received from the company than is paid to it. It also will help determine if the company is a legitimate business opportunity or merely uses the
―business opportunity‖ as a ruse to get participants to buy products – with few real customers outside the network of participants. NOTE: Because only participants recruited in the past three years are counted, the percentage payout is unusually low, even for an MLM. This is because the early entrants, who joined at or near the beginning of the recruitment chain and who are harvesting a disproportionate portion of the commissions, are not included in this figure. 5
Additional expenses would include any ―sales tools‖ sold by upline participants – and normal operating expenses, such as travel and telephone and Internet costs 6
Instead of reporting income by designated payout levels (Blue Diamond, Diamond, Ruby, etc.) these dollar categories make possible comparisons between MLM companies and make transparent the income distribution that hitherto has been obfuscated by complex compensation plans that are difficult to compare. Note that the breakdown of payments includes some very high income levels. This is to validate the claims of some MLM promoters of huge incomes. 7
Listing persons who bought products but got no payout from the company makes transparent the persons who did not ―qualify‖ for commissions due to failure to buy (sell) a minimum number of products in order to qualify for commissions or to advance in the scheme. NOTE ON SIMPLICITY AND PRIVACY – Companies today use computers that would make the processing of this information fast and relatively simple. It would not be a burden for them and none to individual participants. And no person would need to have his/her information associated with his/her name, so privacy should be of no concern.
Ch.7- 49
Appendix 7D Losses suffered by MLM victims in the USA and worldwide make MLM likely the greatest consumer scam in history. When you look at the aggregate losses suffered by MLM victims since the 1979 Amway decision, the amounts are staggering. For these statistics, we are indebted to the Direct Selling Association, which provides estimates of MLM activity. WhIle the DSA has rebranded MLM as form as a form of ―direct selling,‖ it does acknowledge a difference between single level pay plans and multi-level plans, And though DSA statistics are slanted towards their industry, we will use at least some of their estimates in our calculations of MLM activity in the U.S. and abroad..
Total number of MLM victims: 235
On a DSA-sponsored website providing information about the direct selling industry, the DSA claims that ther are currently 15.8 million direct sellers in the USA. The DSA estimates that its 250 members account for about 90% of direct selling in the USA, which would suggest that their statistics would be fairly useful in estimating direct selling activity.. The DSA also indicates that 94.2% of their members use an MLM model. So according to DSA statistics, the number of MLM distributors (a.k.a., associates, agents, representatives, etc.) can be calculated as follows: 15.8 million direct sellers X 0.942 = (approximately) 14.9 million MLM distributors.in the U.S. As was demonstrated in this chapter, approximately 99.7% of MLM participants lose money – or 99.99% if TOPPs, (for top-ofthe-pyramid promoters who get most of the commissions) are left out of the calculations of average incomes. So the chance of new recruits profiting is approximately ZERO. Since MLM promoters present their programs as profitable income opportunities, they are deceiving new recruits, who are almost 235
www.directselling411.com, accessed December 7,2012
certain to lose money; i.e., to spend more for products and services (and other business expenses) than they receive in commissions. Approximately 99.7% of particpants can thus be considered victims. Therefore –. 14.9 million X 0.997 = 14.86 million MLM victims per year The DSA estimates there are over 74 million ―direct sellers worldwide, which would suggest that tens of millions of victims overseas suffer losses every year.
Total aggregate losses from MLM participation: From the same web site, we are informed that total sales in 2010 totaled $28.56 billion. They further estimate that 97.1% of that (at least among their members) is sold through MLM. Therefore – $28.56 billion X 0.971 = $27.73 billion aggregate sales through MLM per year The DSA also estimates that annual direct sales worldwide exceeds $117 billion! Based on MLMs typical misrepresentations and loss rates236 and on DSA statistics, we can conclude that tens of millions of MLM victims lose tens of billions of dollars every year. And since the flawed 1979 Amway decision, it is likely that hundreds of millions of victims of MLM fraud have suffered hundreds of billions of dollars in aggregate total losses. This makes MLM likely one of the greatest consumer scams in history!
236
See Chapter 8: ―MLM: a Litany of Deceptions‖ ahd Chapter 7: ―MLM‘s Abysmal Numbers.‖
Ch.7- 50
APPENDIX 7E: Network Marketing Payout Distribution Study – Letter to Presidents of 60 Prominent MLM* Companies – which yielded no positive responses May 13, 1999 ATTN: ___________, President Company name & address Dear Mr./Ms._____________: For the past two years I have researched the field of network marketing (a.k.a. multi-level marketing or ―MLM‖*) and have interviewed hundreds of people who had been involved in a wide variety of programs. My research, while initially positive, uncovered more and more very unsettling problems with MLM. When speaking on the subject of MLM to local groups I have received much feedback from participants and critics of MLM. One tax accountant who was a principal of H&R Block in northern Utah stated that over the years he and his staff had prepared thousands of tax returns, and of the several hundred of these who he knew had been involved in MLM, he could remember only one who had ever reported a net profit on his return. Though I already knew that the actual success stories were far less than one would be led to believe from attending a typical MLM opportunity meeting, this tax man’s report was shocking to those of us who heard it. So I called tax accountants and preparers in other areas to see if their experience was the same. Each of them claimed similar experiences with their clients over the years. Others who work with peoples’ money, such as certified financial planners, insurance underwriters, and bankers, have relayed similar feedback. I will soon be publishing this information for the benefit of consumers, educators, legislators, and regulatory agencies who have an interest in this topic. The page that follows presents the essence of my conclusions, which unfortunately are not favorable for the MLM industry. So I felt it only fair to allow for rebuttal from you and others who may have an interest in seeing a balanced treatment of the subject. So I am offering you that opportunity and the format for doing so. Your assistance in gathering objective information will be greatly appreciated. I am not interested in anecdotal material, which may be no more valid than stories of persons who won a lottery or a sweepstakes. And vigorous arguments to the contrary will not help – I believe I’ve heard them all. What will carry weight is data which breaks down the distribution of payouts to your distributors, extracted from your data base of distributors. The information you provide must be verifiable by independent audit, as consumer protection agencies and legislators may choose to validate this material. Following this letter are instructions for providing the information. You should be able to access this information readily from your database. However, if you prefer not to provide this information because it won’t reflect well on your program, I can certainly understand your reluctance. But such refusal will be interpreted to be an answer in itself. I shall be looking forward to your response. Appreciatively, Jon M. Taylor, Ph.D., President Consumer Awareness Institute * Originally, ―NWM‖ (for network marketing) was used in the letters, instead of ―MLM‖ (rev. 6-30-06
Ch.7- 51 Letter to MLM Presidents, page 2
Network marketing has wide appeal. Network marketing (aka ―multi-level market-ing,‖ or ―MLM‖ for short) offers the opportunity for an individual to conduct a business without having to bother with expensive resources such as physical plant or retail storefront, warehousing, employees, advertising, or other costs typically associated with running a business. MLM promoters claim that with MLM, large (leveraged) incomes can be produced by recruiting a downline (network) of multiple layers of distributors upon which a distributor can draw commissions and bonuses, the amount depending on the type of compensation plan and the size and character of one’s ―downline.‖ Such an organization can be built from one’s own home without the expenses and complications typically associated with other types of businesses. MLM promoters claim that MLM offers not only financial independence with minimal investment, but a level playing field in which anyone can participate, regardless of sex, age, education, or financial resources. Other advantages include the social benefits and recognition of building one’s own organization and the backing of a MLM company that provides the products and infrastructure necessary for success.
Network marketing poses problems for most participants, resulting from pyramidal concept, motivation, and effects. When the Federal Trade Commission ruled in 1979 that Amway was not an illegal pyramid scheme—mainly because legitimate products were offered, the floodgates were opened and multi-level marketing programs began to proliferate. But what is often ignored is the fact that MLM programs are still pyramid schemes, modified by a variety of compensation systems that change the character of the pyramid, but not the essential pyramidal concept, motivation, and effects. The pyramid concept in MLM is seen in multiple layers of distributors, with lower level distributors contributing income to an ―upline‖ who may have little to do with a given sale. This is distinguished from the typical retail scenario in which a retailer may get two or three times the return per sale as the wholesaler, whereas with MLM the upline distributor may get as much or more of a return per sale (in commissions and bonuses paid by the company) as the front line distributor who actually sells the product. Because MLM compensation systems reward front line distributors only a small commission (usually less than 10% - not counting assumed resale of expensive products at retail markup) for selling products, recruiting to gain income from downline distributors is vital to earning a significant income. This is distinguished from other direct sales programs, in which the person selling and servicing the product typically is paid commissions from the company of from 20% to 50% of the sale – enough incentive to concentrate on the end user as a valued customer. The motivation of most MLM is the opportunity to make large amounts of income for a minimal investment of time and money. One of the primary appeals of MLM is the concept (touted at MLM opportunity meetings) of ―time freedom‖ or ―leveraged income,‖ which allows a person to gain an income flow from the efforts of others without having to work directly for one’s own income. But because of MLM compensation systems, this requires success at recruiting a downline, more than on selling the products directly. Critics complain that many MLM distributors place too much emphasis on the ―opportunity‖ as opposed to the product, thus blurring the distinction between the product and the opportunity. As I mentioned, this can be accounted for by the reward structure of MLM compensation systems, which benefits primarily top upline distributors – who may receive extremely large commissions from their aggregate downline. An inordinate appeal to greed often becomes the primary motivation. A most troubling aspect of MLM is its effects on people. Because the compensation plans are heavily weighted to reward upline distributors for their recruitment efforts and because of the pyramidal nature of these systems, extraordinary income differentials are created between upline and downline distributors. In fact, after deducting expenses for building and maintaining a network, only a tiny fraction of MLM distributors ever report a positive income on their income taxes.
Ch.7- 52 Letter to MLM Presidents, page 3 And if products purchased from the company (that likely would not have been purchased were they not participants in the program) are subtracted, far less than one out of 100 distributors earns more than a minimum wage for their efforts. A high percentage of distributors lose money – much higher than most other legitimate business and income pursuits. Careful examination of most MLM programs reveals a pattern of exorbitant incomes accruing to relatively few top distributors at the expense of hundreds and even thousands of downline distributors who – even with diligent effort – come away empty-handed. In this respect MLM is akin to illegal (no-product) pyramid schemes. It is interesting to compare the odds of success of MLM schemes with legalized gambling in Nevada. It appears that on average one could do better at most any of the gaming tables or slot machines in Las Vegas – without investing all that time and placing valued relationships at risk. Some zealous MLM distributors will mortgage their homes or max out their credit cards (buying MLM products and other expenses) to finance their ambition to achieve top levels in their organization— which is seldom achieved. Others focus so much on recruiting to meet escalating volume requirements for higher distributor levels that they ignore the needs of spouse and family members. Sometimes the recruiting practices of MLM distributors are deceptive and overbearing. Often MLM distributors will alienate friends and family members they endeavor to recruit for what seems to them a self-centered pursuit of a vaporous dream.
Summary and invitation for rebuttal In summary, with network marketing, what appears on the surface to be a fair and enabling marketing system for participants is in reality a pyramid scheme with characteristics of concept, motivation, and effects similar to those of clearly illegal no-product pyramid schemes. You are invited to prove me wrong—at least for your company. This can best be done by providing full disclosure on payout distribution to your distributors on the attached form. For the purposes of this study, this information must be broken down by percentiles, not by distributor level. Please note that I am not asking you to reveal sensitive information, such as individual distributor incomes or even your annual profits, which you may wish to keep confidential. It is average payout to distributors by percentiles (as indicated on the attached form) that will satisfy the objectives of this study for the benefit of consumers. Please also note that I am offering two options for your response – an easy one (Option A) and a more comprehensive one (Option B). It is assumed that Option A could be competed quickly and easily from your existing accounting system. Option B requires a more extensive breakdown, but would offer to those interested more conclusive evidence that your company does or does not base its compensation to distributors on a pyramidal structure, as discussed above. For the purposes of this study, Option B would be much preferred, if you can return such data to us within a month or so. We are not making any assumptions about how much effort was put into any given MLM program or compensation system, as it relates to success of failure of any specific distributor or program. So it is important that all participants in your MLM program for the year be included, even those who only bought a distributor starter kit or set of samples—whether or not they have done anything with it. Please mail completed form to: Network Marketing Payout Distribution Study Consumer Awareness Institute (Address withheld in this report)
Ch.7- 53 Letter to Presidents of 60 Prominent MLMs, page 4
OPTION A: Distribution of Payout to Distributors for the Most Recent Fiscal Year Beginning____________ and Ending ___________ Company name______________________ Address______________________________________________________ City, state, zip__________________________________ Contact person_________________ Tel. no. (_____)_______ Please check ( ) one: ___a. We are willing to provide the information below and have it made available to the public. ___b. We are providing the information below with the understanding that it may be used for compiling industry statistics but not identified with our company in published reports. ___c. We are not willing to provide the information requested. We realize that in refusing to do so we may be tacitly conceding the conclusions drawn in the preliminary two-page report, entitled, ―Network Marketing Payout Distribution Study.‖ If you are interested in receiving information on the completed report when it is done, please check here_____ (This research report is to be sold for a reasonable price—yet to be determined—to recover costs.) Important instructions: For purposes of analysis, distributors are to be broken down by distributor payout percentiles, not company-established distributor levels. Also, it is important that every person who has enrolled as a distributor (i.e., purchased starter kit or samples, or signed a distributor agreement) be included in these statistics, including those who have not sold anything or quit, even after one day. Less: average total dollar amount per distributor of purchases of goods and services from your company
Average net payout* per distributor – deduct total products & services distributors purchased from your company, from total commissions you paid them
Percentile breakdown in payouts to distributors (by percentile, not distributor level)
Total number of all of your distributors at this payout level
Average total company payout per distributor (all commissions and bonuses paid by the company, but excluding retail margins)
Top 1/10 of the top 1% of distributors
_________________
$____________________
$_______________
$________________
Bottom 9/10 of the top 1% of distributors
_________________
$____________________
$_______________
$________________
Next 9/10 of the top 10% of distributors (the 2nd to the 10th percentiles)
_________________
$_____________________
$_______________
$________________
___________________ (Total 100%)
$_____________________
$_______________
$________________
Bottom 90% of distributors
*It is recognized that net income reported here does not take into account operating costs to distributors for conducting their MLM business. Such costs may include, travel, postage and shipping, long distance and other telephone costs, advertising, rental of meeting rooms and/or office space, fees for company conferences or retreats, supplies, sales materials, and other expenses. THANK YOU FOR YOUR HELP!
© 1999 Jon M. Taylor
Ch.7- 54 Letter to Presidents of 60 Prominent MLMs, page 5
OPTION B: Distribution of Payout to Distributors for the Most Recent Fiscal Year Beginning____________ and Ending ___________
Company name_______________________ Address_______________________________________________ City, state, zip_______________________________Contact person_______________Tel. no. (____)________ Please check ( ) one: ___a. We are willing to provide the information below and have it made available to the public. ___b. We are providing the information below with the understanding that it may be used for compiling industry statistics but not identified with our company in published reports. ___c. We are not willing to provide the information requested. We realize that in refusing to do so we may be tacitly conceding the conclusions drawn in the preliminary two-page report, entitled, ―Network Marketing Payout Distribution Study.‖ If you are interested in receiving information on the completed report when it is done, please check here_____ (This research report is to be sold for a reasonable price—yet to be determined—to recover costs.) Important instructions: For purposes of analysis, distributors are to be broken down by distributor payout percentiles, not company-established distributor levels. Also, it is important that every person who has enrolled as a distributor (i.e., purchased starter kit or samples, or signed a distributor agreement) be included in these statistics, including those who have not sold anything or quit, even after one day. Percentile breakdown in payouts to distributors (by percentile, not distributor level) Top 1/10 of the top 1% Second 1/10 of the top 1% Third 1/10 of the top 1% Fourth 1/10 of the top 1% Fifth 1/10 of the top 1% Sixth 1/10 of the top 1% Seventh 1/10 of the top 1% Eighth 1/10 of the top 1% Ninth 1/10 of the top 1% Bottom 1/10 of the top 1%
Average net payout* per distrib. – deduct total products & services distrib’s purchased from your company, from total comissions you paid them
Aver. total company payout per distrib. of all commissions and Total no. of all bonuses paid by the of your distrib’s company – excluding at this payout level retail margins)
Less: average total dollar amount per distributor of purchases of goods and services from your company
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
_____________
$_____________________
$_______________ $______________
—continued—
Ch.7- 55 Letter to Presidents of 60 Prominent MLMs, page 6
After breaking down average payout per distributor for the top 1% by tenths of a percent, please break down the next 10% by whole percentiles:
Percentile breakdown in payouts to distributors (by percentile, not distributor level)
Aver. total company payout per distrib. all commissions and Total no. of all bonuses paid by the of your distrib’s company –excluding at this payout level retail margins)
Less: average total dollar amount per distributor of purchases of goods and services from your company
Average net payout* per distrib. – deduct total products & services distrib’s purchased from your company, from total commissions you paid them
Second 1%
________________
$_____________________
$_______________
$_______________
Fourth 1%
________________
$_____________________
$_______________
$_______________
Fifth 1%
________________
$_____________________
$_______________
$________________
Sixth 1%
_______________
$_____________________
$_______________
$________________
Seventh 1%
_______________
$_____________________
$_______________
$_______________
Eighth 1%
_______________
$_____________________
$_______________
$_______________
Ninth 1%
_______________
$_____________________
$_______________
$________________
Tenth 1%
________________
$_____________________
$_______________
$________________
After breaking down average payout per distributor for the top 10% by whole percentiles, please break down the next 90% in groups of 10% each: Second 10%
________________
$_____________________
$_______________
$________________
Third 10%
________________
$_____________________
$_______________
$________________
Fourth 10%
_____ __________
$_____________________
$_______________
$________________
Fifth 10%
________________
$_____________________
$_______________
$________________
Sixth 10%
________________
$_____________________
$_______________
$________________
Seventh 10%
_______________
$_____________________
$_______________
$________________
Eighth 10%
________________
$_____________________
$_______________
$________________
Ninth 10%
________________
$_____________________
$_______________
$________________
Bottom 10%
_____ __________
$_____________________
$_______________
$________________
(Total 100%)
*It is recognized that net income reported here does not take into account costs to distributors for conducting their MLM business. Such costs may include, travel, postage and shipping, long distance and other telephone costs, advertising, rental of meeting rooms and/or office space, fees for company conferences or retreats, supplies, sales materials, and other expenses. THANK YOU FOR YOUR HELP! © 1999 Jon M. Taylor
Ch.7- 56
Ch. 8- 1
Chapter 8: MLM – A LITANY OF MISREPRESENTATIONS Are MLMs like Nu Skin fair and honest – or unfair and deceptive? In this chapter, we find MLM to be a composite lie, made up of a whole litany of misrepresentations.
Chapter contents Introduction and summary MLMs misrepresent potential earnings Deceptions by the DSA At least 111 typical misrepresentations are used in MLM recruitment campaigns. The alternate world of MLM Warning to readers Conclusions Primary sources for this chapter
8-1 8-2 8-2 8-5 8-5 8-5 8-6 8-6
Appendix: 8A: Quotations from MLM company communications and their misrepresentations as ―Income Opportunities‖ or as ―Business Opportunities‖ 8-7 8B:Table of misrepresentations – debunked Misrepresentations regarding MLM as a business model – compared to pyramid schemes, legitimate direct selling, etc. 8-15 Misrepresentations comparing MLM to the job market, or to the stock market and other investments 8-17 Misrepresentations regarding legality, regulation, & legitimacy of MLM 8-19 Misrepresentations regarding MLM products and services – product claims, prices, purchase quotas, stockpiling, product investments, ―tools for success,‖ etc. 8-21 Misrepresentations regarding MLM as a ―business opportunity‖ and the importance of timing to take full advantage of it 8-24 Misrepresentations regarding emphasis on recruitment over selling to non-participants – and on the recruitment process itself 8-27 Misrepresentations re: MLM compensation plans & promised or actual income from MLM participation 8-29 Misrepresentations regarding success and failure, or retention and attrition rates among MLM participants 8-33
Misrepresentations about the personal benefits of MLM – time freedom, improved lifestyle, supportive associates, service oppor‘s, etc. Misrepresentations related to credibility the MLM and its leaders
8-36 8-38
In a 1974 ruling, the FTC found in the very structure of “multileveling” or “pyramid selling” [now called multi-level or network marketing, or MLM] “an intolerable capacity to deceive.” This chapter proves it.
Introduction and summary FTC officials warned that ―multileveling‖ poses ―an intolerable potential to deceive.‖ MLM is the direct descendent of classic, no-product pyramid schemes. With expansive pay plans and a whole network of endless chains of recruitment, MLM assume an infinite market, which does not exist in the real world. They also assume virgin markets, which don‘t exist for long – which means they either collapse or repryamid into new markets. MLM is therefore inherently flawed, deceptive, and profitable primarily for those at or near the top of their respective pyramids – who are usually the first ones in. As powerfully demonstrated in Appendix 8A, in all of the 41 MLMs for which average income data was presented in Chapter 7, the ―income opportunity‖ is blatantly misrepresented to prospects. And as reported in Appendix 8B, deception is the name of the game in MLM, as at least 111 misrepresentations used to promote and defend MLM are presented and debunked. In fact, in a 1974 ruling, the FTC found in the very structure of ―multi-leveling‖ or
Ch. 8- 2 ―pyramid selling‖ (now called multi-level marketing, or MLM) ―an intolerable potential to deceive.”237 As you will see from reading this and the other chapters, this statement has proven to be very prophetic. Unfortunately, the FTC backed off from that finding in its 1979 Amway case, which opened a Pandora‘s box of pyramid selling. In fact, over 38 years‘ experience has proven the 1974 ruling to be correct. Unfortunately, the FTC backed off from that finding in its 1979 Amway case, which opened a Pandora‘s box of pyramid selling. In fact, over 38 years‘ experience has proven the 1974 ruling to be correct. As a student of business opportunities for over 40 years myself, I find it inconceivable that there could exist any income or business opportunity that is more deceptive than MLM. However, it is my observation that both MLM officials and TOPPs (top-of-thepyramid promoters) do not engage in theft by deception deliberately. They are victims of their own self-deception and must of necessity justify their flawed programs. It is not only spokespersons for the MLM firms that concoct and spread clever rationale for their fundamentally ly flawed and deceptive programs. Spokespersons for the DSA, their chief lobbying organization, are under enormous pressure to create arguments justifying their members‘ programs. They even have a ―Code of Ethics‖ which supposedly prevents the worst abuses. However, the rules have gaping holes in them, and most MLMs manage to circumvent these rules.
MLMs routinely misrepresent potential earnings I have analyzed the compensation plans of over 500 MLMs, using the four (and usually five) causative and defining characteristics of recruitment-driven MLMs, or product-based pyramid schemes. For every MLM examined so far (100% of them), I have found them to be recruitment237
Holiday Magic, Inc., Docket No. 8834, slip op. pp. 11-14 [84 F.T.C. 748 at pp. 1036-1039] (Oct. 15, 1974); Ger-Ro-Mar, Inc., Docket No. 8872, slip op. pp. 8-12 [84 F.T.C. 95, at pp. 145-149] (July 23, 1974), rev'd in part 518 F.2d 33 (2d Cir. 1975).
driven and top-weighted. This means that income is derived primarily from building a large downline, not from retailing products to consumers. Also, most of the commissions and bonuses paid by the company to participants go to a relatively small number at the top of the pyramid of participants. As such, they are extremely unfair and deceptive. Also, in all (100%) of the MLMs for which I was able to obtain average earnings data, the loss rate was abysmal, with an average of 99.7% of all participants losing money (using liberal assumptions in their favor), after subtracting ―pay-to-play‖ purchases and minimum operating expenses. And the loss rate is even worse for new recruits. These MLMs are listed in Appendix 8A, along with typical earnings misrepresenttations. The loss rates for these MLMs, as I calculated them, are included in the Exhibit 7d of Chapter 7.
Deceptions by the DSA It is not just individual MLM promoters that misrepresent the MLM ―opportunity‖ it is an industry-wide practice. Recently, on the web site ―Direct Selling 411,‖ a representtative of the Direct Selling Association (DSA), the lobbying organization for the MLM industry, published an article entitled ―Top 10 Myths & Facts About Direct Selling,‖238 in which she supposedly states facts to counter what she claimed were ten myths a few of us consumer advocates have communicated over the web. Here is just a sampling of the counter arguments she gave to some of these ―myths,‖ together with my brief response (JMT) to each: MYTH #1 (per DSA): 99.9% of direct sellers lose money; people are afraid to drop out for fear of looking like a failure. FACT (per DSA): More than half of direct sellers report that their net income from direct selling, after taxes and expenses, is positive. In addition, a positive net income is reported by nearly half of new direct sellers - those representing their 238
The web site was registered by Amy Robinson of the Direct Selling Association and is posted at the following web address: http://www.directselling411.com/for-sellers/mythsfacts/
Ch. 8- 3 current company for less than a year - and by nearly half of direct sellers who say that they are not very likely or not at all likely to continue in direct selling in the future.
JMT: She follows this with research239 showing high rates of satisfaction for direct sellers. Note that the researchers fail to separate MLM from legitimate direct selling, but lumps them all together. This makes MLM look better than it is. She continues: This myth is also quite interesting because it essentially asserts that 15.2 million people in the US and 60 million people around the world continue as direct sellers despite losing money. Are we to believe the 5% of the US population would continue in a business where they are losing money? Simply put, most people do not lose money in direct selling.‖
JMT: Anyone who reads Chapter 7 of this book or the report by Robert FitzPatrick240 will see how blatantly false is this last statement. MYTH #2 (per DSA): Most direct selling companies are pyramid schemes that are doomed to fail. FACT (per DSA): There's a big difference between legitimate direct selling companies and pyramid schemes. Pyramid schemes seek to make money from you (and quickly). Legitimate direct selling companies seek to make money with you as you build your business (and theirs) by selling real products and services. In fact, legitimate direct selling companies work hard to protect consumers from pyramid schemes.
JMT: She then touts the DSA Code of Ethics and suggests questions a person should ask before joining a program. She presents some good ideas that have merit, such as avoiding large startup costs in the beginning I applaud her for this. However, she does not address the usual MLM practice of bleeding people slowly with product subscriptions, web services, etc. And the ―big difference between legitimate direct selling companies and pyramid schemes.‖ Oh please. The implication here is that MLM is the same as legitimate direct selling. Anyone who reads Chapter 2 of this book will see that while this statement may 239
2002 National Salesforce Survey, Research International, Inc.) 240 ―The Myth of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick Go to web site – pyramidschemealert.org
be true for legitimate direct selling, MLM is a different animal. Rigorous comparative research on 500 MLMs shows that MLM and pyramid schemes represent a distinction without a difference – except that in MLM, products are offered. This does not mitigate the harm. Our research shows MLMs are the most harmful of the two classes of pyramid schemes (product and no-product), by any measure – loss rate, aggregate losses, number of victims, etc. MYTH #3 (per DSA): Recruiting is the key to success in direct selling; sales to end-users of the products and services are minimal FACT (per DSA): There's no doubt – recruiting is an important element of direct selling – just as expansion is important to any business that wants to grow. For direct sellers looking to build a business, recruiting others and mentoring them so they, too, can achieve their goals is important. But, recruiting is not a requirement for individual success in direct selling, and compensation must always be based on the sale of products and services – whether your own sales or the sales made by your recruits.
JMT: Read Chapters 2 and 5. The author has apparently not studied very many MLM compensation plans to see where the primary rewards are focused – on recruiting a huge downline or on retailing products. As psychologists learned decades ago, you get the behavior you reward. MYTH #4 (per DSA): The vast majority of new recruits quickly drop out. FACT (per DSA): Nearly four in five (78%) direct sellers who are in direct selling for less than a year report that they are very or extremely likely to continue as a direct seller in the future. In addition, in a survey of former direct sellers, only 34% of them had a tenure in direct selling of less than one year at the time they dropped out from direct selling.
JMT: MLMs scrupulously avoid publishing total attrition or retention rates. And again, the DSA fails to separate MLM from legitimate direct selling. Read Chapter 6 for a far more accurate picture on attrition rates than that presented by the DSA. MYTH #5 (per DSA): Direct selling is an outdated method of buying and selling. FACT (per DSA): More and more people are getting involved in direct selling because they enjoy the personal service that accompanies shopping this way. In fact, direct sales have increased 79% in just
Ch. 8- 4 over a decade from $17.94 billion in 1995 to $32.18 billion in 2006.
JMT: Read Chapters 2 and 7, as well as this one. These sales figures the DSA brag about represent losses for the vast majority of MLM participants. These are numbers that should cause the DSA to hang their heads in shame because, at least for MLMs, such sales represent losses for participants who were deceived into thinking they were buying a ―business opportunity.‖ The ones who benefit are founders, executives, and TOPPs (topof-the-pyramid promoters). From their own reports, after subtracting expense (especially ―pay to play‖ purchases), we learn that 99% of all MLM participants lose money. MYTH #6 (per DSA): Direct selling products are overpriced FACT (per DSA): The consumer market won't sustain products that are overpriced for long. Competition is a powerful force and products that aren't competitively priced won't sell and can't last. But for direct selling, there's a bit more to the price equation than might immediately meet the eye. The decision to sell a product through direct selling is often based on very specific factors. For example, products that require demonstration to convey the finer points of their operation are ideal for direct selling because a knowledgeable salesperson can personally conduct that demonstration for every customer. In a traditional retail setting, consumers might not understand the product's unique qualities based on appearance or packaging. It's true that some direct selling products are priced at the upper end of the retail market's acceptance level, but there is higher acceptance based on the value-added incentive of the demonstration and personal service. Lexus brand cars are also at the upper end of the retail market acceptance level, but superior performance and service after the sale make that higher price reasonable. Each customer needs to weigh the price, quality and desirability of a given product and make a purchasing decision accordingly.
JMT: There is some merit to these arguments. But $88 (including shipping) for a month‘s supply of vitamins for one person - or $320 for a family of four? A bottle of fruit juice for $50, and a case for $300? And a set of cookware priced from $4,000 to $10,000? Come on. Please read Chapter 4. Without quoting the DSA‘s rationalizations, I will just make brief
comments on the rest of the ―myths the DSA spokesperson presents: MYTH #7 (per DSA): Direct selling companies are unregulated
JMT: MLMs are technically violating both federal and state laws and rules, such as against unfair and deceptive practices. But because of lack of resources and political influence of DSA/MLM lobbyists, the laws are seldom enforced.241 MYTH #8 (per DSA): Most companies require inventory purchasers; direct sellers who drop out are stuck with the inventory they purchased.
JMT: While they may not require inventory purchases, the ―pay to play‖ requirements to qualify for commissions and for rank advancement are often steep, and participants soon discover that it is easier to buy than to sell. They may stockpile products, give them away as samples, or buy in the names of family or friends in order to maintain qualification. MYTH #9 (per DSA): If you attend a direct selling party you are expected to buy something
JMT: Attendees may not be expected to buy something, but party sponsors are powerfully incentivized in the compensation plan to do so. MYTH #10 (per DSA): Everyone who gets involved in direct selling wants an easy way to make money
JMT: This is the way MLM is often sold, and it is a major misrepresentation. In this chapter the reader will find a list of at least 111 misrepresentations typically used in MLM recruitment campaigns, paired with my debunking of each of these deceptive claims. These deceptions are also used to persuade some participants to continue spending on a program that can become a major money trap for them.
241
See Chapters 10 and 11.
Ch. 8- 5
At least 111 typical misrepresenver tations are used in MLM recruitment campaigns. All of the MLM compensation plans I have analyzed are recruitment-driven and top-weighted. In order for them to appeal to prospects, a litany of misrepresentations (including the income misrepresentations in Appendix 8A) are used to get people to sign up – and to defend them against critics. So I would have to say that MLMs are also deception-dependent. This is because if prospects were clearly told the truth about them, few if any would sign up. Appendix 8B. Includes ten categories of the typical misrepresentations (including those related to income) used to lure new recruits into joining and continuing to invest in an MLM – and to dupe regulators into accepting their abuses.242 Included are some I have personally observed, some that have been reported to me, and some that have appeared on websites or publications of the MLMs. Surely there are dozens more. After examining these, one might be tempted to label MLM as ―theft by deception.‖ However, my observation of MLM leaders and spokesmen is that MLM promoters don‘t deliberately go about seeking ways to deceive people. However, I have observed a lot of self-deception among these people, many sincerely believing the falsehoods they are spreading. There seems to be cult-like twisting of truths to fit any situation and an eagerness to share the latest justifications for the most outrageous claims, especially those related to income potential. In other words, it is not the people or the products that are the problem, but the underlying system. It bears repeating that all MLMs are built on unlimited recruitment of a network of endless chains of participants. Such a fundamentally flawed system is extremely unfair – profitable primarily for founders, TOPPs (top-of-the-pyramid promoters, and those who enter the chain of recruitment near the beginning – all at the expense of a revolving door of new recruits, who become its victims. 242
Primary source materials for this list are listed at the end of the chapter.
The alternate world of MLM When a person enters an MLM program, he or she enters an alternate world of marketing, in which one must exit the normal world of legitimate business practices.243 Again, one must suspend the realities of supply and demand and assume an infinite market, which does not exist in the real world. They also assume virgin markets, which don‘t exist for long – which means they either collapse or repryamid into new markets. With MLM‘s unlimited recruitment of a whole network of endless chains of recruiters, markets soon become saturated, so that in order to succeed, participants must join a chorus of deceit to convince prospects to believe otherwise. In the MLM industry, laws of supply and demand are ignored, and unfair and deceptive practices are the norm.
To be successful in MLM, one must not only work hard, but one must also – 1. Be deceived 2. Maintain a high level of selfdeception 3. Go about deceiving others 4. Maintain denial of the harm done to those recruited into the pyramid of participants.
Warning to readers If you are investigating MLM, and you read this chapter – including both appendixes – with an open mind, you are not likely to be able to look at MLM as a credible class of business opportunities. At the very least, all of the over 500 MLMs I have analyzed can be classified as unfair and deceptive practices (UDAP). And all (100%) of those for which I was able to obtain average earnings data are misrepresenting the possible earnings of participants. This would suggest a general
243
See classic article by Dean VanDruff titled ―What‘s Wrong with Multi-level Marketing‖ at – http://www.vandruff.com/mlm.html
Ch. 8- 6
1. 2. 3. 4.
pattern of UDAP for MLM as a business model and for the industry as a whole.
marketing, or MLM] ―an intolerable potential to deceive.‖
Conclusions
Primary sources for this chapter
After studying the compensation plans of over 500 MLMs, I can say with confidence that virtually all MLMs are dependent on deceptive recruitment of a network of endless chains of participants as primary (or only) customers. Incentivizing endless chain or unlimited recruitment within a limited marketplace, MLM is not only inherently flawed, unfair, and deceptive; but is also extremely viral and predatory – rapidly expanding and deluding the most vulnerable among us. While many or most participants are not deliberately deceiving recruits, they are unwittingly drawn into the complex web of deceptions such as those listed above – since to tell the truth would lead to failure in their recruiting efforts. The appeal in MLM promotions and the typical MLM reports of earnings of participants are dependent on a host of misrepresentations and deceptive sales practices. To be successful in MLM, one must not only work hard, but one must also – Be deceived Maintain a high level of self-deception Go about deceiving others Maintain denial of the harm done to those recruited into the scheme
Primary source materials used in compiling the above lists include the following:
The degree of deception (and even total amounts in aggregate damages by MLMs as a group) exceeds the deceptions reported in the Bernie Madoff scandal and in the Enron stock scandal (plus WorldCom and Global Crossing). However, in the case of MLM, participants engage in selfdeception as much as in deliberate misrepresentations. In short, the typical MLM is a composite lie, dependent on endless chains of recruitment into a megapyramid of participants who unwittingly engage in massive theft by deception. It appears that the following warning that was also cited at the beginning of this chapter has proven to be prophetic and has been fulfilled to the letter: . . . in a 1974 ruling, the FTC found in the very structure of ―multi-leveling‖ or ―pyramid selling‖ [now called multi-level or network
My one-year test of Nu Skin‘s‘ program Report of violations of the FTC Order for Nu Skin to Cease its Misrepresentations of Distributor Earnings, Jon Taylor, 2003 ―Top 10 Myths & Facts about Direct Selling,‖ posted at Directselling411.com ―Typical Misrepresentations Used in MLM Recruitment,― ―Who profits from MLM? Preparers of Utah tax returns have the answer,‖ and numerous other reports, by Dr. Jon M Taylor, all posted on the web site – mlm-thetruth.com ―Ten Myths of ‗Income Opportunity‘ in Multilevel Marketing,‖ by Robert FitzPatrick, President, Pyramid Scheme Alert. Available from pyramidschemealert.org ―The Mirage of Multi-level Marketing,‖ by Stephen Barrett, MD, at mlmwatch.org ―Four Lies about MLM,‖ by John Milton Fogg, author, publisher, consultant & trainer in network marketing. Posted in 2002 on mlmwatch.com ―Top 10 Myths & Facts about Direct Selling,‖ posted on the DSA-sponsored web site – directselling411,com Web site for Direct Selling Assn. – dsa.org DSA comments to the FTC on its proposed Business Opportunity Rule, 2006, and Revised BOR, 2008 – and rebuttals of comments by DSA/MLMs Advanced Google search of the top references, using search terms ―MLM‖ combined with the terms ―misrepresenttations,‖ ―lies,‖ and ―deceptions‖ Analysis of the compensation plans of over 500 MLM programs, resulting in numerous analytical reports cited in this book. Analysis of 41 MLMs that have released average earnings statistics (Ch. 7) 20 years of worldwide feedback from thousands of MLM participants
Ch. 8- 7
Appendix 8A: MLM companies promise what they cannot deliver – Quotations from MLM Company Communications and their Misrepresentations as ―Income Opportunities‖ or ―Business Opportunities‖ By Jon M. Taylor, MBA, Ph.D., Consumer Awareness Institute
The statements in italics are direct quotes from MLM company web sites or promotional literature. My comments are bracketed in bold type. Read Chapter 7 to see how I calculated a 99.7% loss rate for the 50+ MLMs with available average earnings data, most of which are included here to show what was being sold.
Advocare ―AdvoCare offers a proven vehicle for success. You can earn income quickly and take advantage of a business opportunity that can last a lifetime.‖244 [Advocare fails to disclose that approximately 99% of all Independent Advocare distributors lose money.] ―With AdvoCare, you have the opportunity to earn unlimited income through product sales as an Independent AdvoCare Distributor.‖ [Unlimited income? This claim is mathematically impossible and therefore false and misleading.] ―Because the products are consumable, you have a business that offers residual income every two weeks! Your earning potential is based solely on your efforts.‖ [and willingness to deceive others with the same falsehoods]245
Ameriplan [Average annual income246 is disclosed for ―Active IBO‘s‖ – but with no indication of what percentage of the total of all IBOs signed up are still active. Ameriplan also fails to disclose that approximately 99% of all IBOs lose money after subtracting ―pay-to-play‖ and minimum operating expenses.] 244
https://www.advocare.com/opportunity/default.aspx
245
From an Advocare-approved posting by one of their distributors, Mary Myers, of Amarillo, TX at https://www.advocare.com/10047016/default.aspx 246
http://www.ameriplanusa.com/disclaimer-broker.html
Amway (was ―Quixtar‖ in the USA from 1999 to 2009) ―How Amway Works‖ ―Amway believes that hard work should be rewarded.‖ [It is not disclosed that hard work is seldom rewarded in Amway.] “Put simply, the Amway Independent Business Owners Compensation Plan rewards you for selling products and for sponsoring others as Independent Business Owners who do the same.‖ [Amway does not disclose that approximately 99% of all IBOs lose money.] ―You earn income from: ―Retail markup* on product sales to customers.‖ [It is not disclosed that because of high prices, it is rare for this to occur. A recent California class action showed that less than 5% of products are sold at retail.] ―Monthly performance bonuses ranging from 3% to 25% of business volume depending on your monthly productivity.‖ [It is not disclosed that few get to more than 6% bonus.] ―Monthly and annual leadership bonuses and other cash awards and business incentives based on group‖ From ―Simple Steps to Success‖ 247 ―Step 2: Retail. As your product knowledge increases, you will discover people all around you who need what you have to offer through your Amway business. Retail selling is the easiest way to make money through your Amway business.‖ [This statement is a blatant misrepresentation, as a recent California class action showed that less than 5% of Amways‘ overpriced products are sold at retail.] ―Step 3: Sponsor. For some of your friends, products provide the solution they seek. For others, the Amway business opportunity will have strong appeal as they seek a business that can help them achieve their goals.‖ [But again, Amway does not disclose 247
http://www.amway.com/en/start-a-business/howamway-works
Ch. 8- 8 that approximately 99% of all IBOs lose money.] ―When you sponsor them, you can be rewarded for the business volume they generate. It‘s that easy. Sign up for your own Amway business today.‖
Arbonne Int‘l (Referring to Abonne‘s network marketing system) ―It‘s an incredibly effective system that cuts the cost paid to the ―middle man‖ ... offering you a higher earning potential.248 [This statement is a blatant misrepresentation. Arbonne fails to disclose that network marketing, or MLM, is actually incredibly ineffective (at least unfair and deceptive), creating instead thousands of ―middle men‖ – and that approximately 99% of all participants lose money.]
Beachbody Beachbody Coach Income Potential249 What kind of income can you make by becoming a Beachbody Coach? That is a very good question. It really is going to depend on the amount of work that you are going to put in to your Beachbody Coach business. The sky is the limit. If you want to get in the best shape of your life, help other people do the same – then this really is a great opportunity for you to make a great Beachbody Coach income. [―The sky is the limit.‖ This statement would only be true if markets were infinite, which they are not.]
Cyberwize ―The First Tier Salespeople‖ ―This is the entry level of the MLM, where salespeople start. These people are usually drawn to the MLM by the promise of good money and flexible schedules.‖ 250 [Cyberwize fails to disclose that approximately 99% of all participants lose money.]
Ecoquest (now Vollara) 248
http://www.arbonnemarketing.com/PDF/opportunity/2010_ US_EN_OpportunityBrochure.pdf
―Our Opportunity251 - Unleash Your Future‖™ ―. . . Imagine the freedom you can have when you become your best self. Imagine the freedom you can have when you have the tools, the systems and the power to reach beyond hope, to imagine beyond dreams, to make it all real; when you have products you can count on, systems and support that nurture you and a financial opportunity that has virtually no limits. Vollara has been crafted skillfully with the purpose of giving you the power to have an unlimited future, to confidently march forward down the path of your imagination and dreams.‖ [No limits? Unlimited future? This would only be true in infinite and virgin markets, neither of which exist in the real world. Also, Vollara fails to disclose that approximately 99% of all participants lose money.]
Fortune Hi-Tech Marketing (FHTM) ―Why FHTM?‖252 ―. . . FHTM provides an opportunity for those willing to work to achieve their financial goals and life dreams by providing a diverse lineup of competitively priced, exceptional products and services. Independent Representatives of FHTM have the opportunity to earn a residual income over time by acquiring loyal customers and introducing the FHTM opportunity to others.‖ [FHTM fails to disclose that approximately 99% of all participants lose money. And therefore the promises of an ―opportunity for those willing to work to achieve their financial goals and life dreams‖ and of a ―residual income‖ are misrepresentations.] NOTE: On January 28, 2013, the FTC announced that at the request of the states of Illinois, Kentucky, and North Carolina, a federal court would shut down FHTM as an alleged pyramid scheme, pending trial.
FreeLife International ―The Opportunity253 - Create A Business that Gives You Freedom‖
249
http://work2befit.com/tag/beachbody-coach-income
250
http://www.cyberwizehealth.com/understandingmlm-tiers-and-cyberwize/
251 252
http://www.vollara.com/join-us/why-vollara http://www.fhtm.net/whyfhtm.aspx
Ch. 8- 9 ―People across the world have changed their lives with FreeLife‘s lucrative business opportunity.‖ [Lucrative? Perhaps it is for a few at the top.] ―With our scientifically validated breakthrough health products and powerful Compensation Plan, you can embark on a life-changing journey rich with the opportunity of improved health, significant income, and far more freedom to do the things you enjoy most.‖ [FreeLife fails to disclose that approximately 99% of all participants lose money.]
Herbalife ―Herbalife Business Opportunity‖ ―Welcome to the Herbalife opportunity website.254 Read more about the outstanding opportunity that becoming an Herbalife Independent Distributor can offer. Learn how you can help make other people's lives better through weight management and good nutrition, while at the same time earning an extra income.‖ [Herbalife suggests that an ―extra income‖ is possible, without disclosing that their compensation plan is recruitment-driven and top-weighted, making actual net profits from part-time participation extremely unlikely.] ―Becoming an Independent Distributor allows you to enjoy the benefits of a lucrative Herbalife Distributor compensation plan.‖ [Lucrative? Perhaps it is for a few at the top, but Herbalife fails to disclose that approximately 99% of all Independent Distributors lose money.]
Ignite –Stream Energy [Ignite‘s ―Turning Energy Into Income‖255 video portrays Ignite as a great income opportunity, but nowhere is it disclosed that approximately 99% of all of its Independent Associates lose money.]
Immunotec ―Build the Business You Want with Immunotec‖ 256 253
http://corporate.freelife.com/international/usa/index.cfm/opportunity 254 255 256
http://www.herbalifeopportunity.com/ http://igniteinc.com/ig/ http://www.immunotec.com/IRL/Public/en/CAN/compplan.wcp
―Immunotec offers a proven business and compensation plan so you can build a business that serves you — whether it‘s earning a few hundred dollars a month or creating full-time income. [Immunotec‘s compensation plan is recruitment-driven and top weighted and does not lend itself to part-time income.] ―With Immunotec ―Independent Consultants‖ purchase products directly from the manufacturer and sell directly to customers, doing away with two levels of costs and markups and creating more profit for all those involved.‖ [The compensation plan actually has at least 7 levels or ranks and up to G8 on the top level. Immunotec also fails to disclose that approximately 99% of all Independent Consultants signed up earn no profits at all, and in fact lose money.] ―In addition, with our ImmunoDirect program you have the opportunity to build residual income from all of the customers who join you on autoship, creating an ongoing stream of income for you. You do the work once but continue to get paid for it.‖ [This would only be true for as long as consultants in one‘s downline stay with the company. This residual or ongoing stream of income touted by Immunotec is a myth for at least 99% of all those sign up.] ―Unlike other jobs, where you trade ‗hours for dollars,‘ you have your own business and a team of people working and earning money for you. . . The income earned through the Immunotec compensation plan is determined by the number of Consultants that you have, the amount of their purchases, and your ability to share the opportunity with others who in turn gather and support their own customers and Consultants. Immunotec pays commissions and bonuses based on products purchased, not for the recruiting of Consultants.‖ [Yet their recruitment-driven, top-weighted compensation plan clearly rewards the building of a huge downline, not the sale of products. In fact, their web site refers to ―The Power of Geometric Progression‖ in terms that tout the benefits of recruiting a downline. ] ―. . . an Immunotec business offers a significant residual income potential (an annuity of sorts.)‖ [This ―annuity‖ or ―residual income‖ claim is very misleading,
Ch. 8- 10 especially since they fail to disclose that approximately 99% of all Consultants lose money and the vast majority of Consultants abandon the business.]
iNetGlobal “The iNetSurf Advantage”257 ―We Reward you for the time you spend actively surfing the iNetSurf Pay Per View™ Rotator. We will also Reward you for the sites your direct referrals (people who enter your Member ID when they sign up) Surf and for the sites extended referrals (people referred to iNetSurf by your direct referrals and people referred by your extended referrals up to 6 Levels Deep) Surf with us. There is no limit to the number of referrals you can get paid for!‖ [There IS a limit to the number of people on the earth, making this a misleading and hollow promise. Also, they fail to disclose that approximately 99% of all participants in their scheme lose money.]
Isagenix ―Compensation Plan‖ 258 ―Learn about the most generous compensation plan in Network Marketing history from Isagenix‘s Co-Founder, Kathy Coover.‖ [If this is true, then it is a condemnation of the entire MLM industry, since independent analysis shows approximately 99% of all Isagenix participants lose money. This is not disclosed by Isagenix.]
Mannatech ―One of the Industry‘s Healthiest Compensation Plans‖ ―The purpose and success of Mannatech are directly affected by the hard work and spirit of our Associates. We reward our Associates with the chance to gain financial freedom simply by building a Mannatech business through the distribution of our premium wellness products. While we‘re known the world over for our products based on Real Food Technology SM solutions, our award-winning compensation plan also gains plenty of attention.
Recognized specifically by the Direct Selling Association in 2005, our Career and Compensation Plan is one of the most lucrative in the industry.‖ [This doesn‘t say much for the industry because our analysis shows approximately 99% of all Associates lose money.]
Melaleuca ―Melaleuca is on a Mission.259 See how we‘re helping: ―Stay-at-Home Moms ‘Would you like… to stay at home with your children? . . . contribute to your household income? . . . have time for what is most important? You can! Thousands of moms have discovered how Melaleuca can make that possible.‖ ―Business Professionals ―Want more time freedom? Want to build your own business and your own future? Want to decide when and how much you work? Then, a Melaleuca business can be your solution. ―People Wanting a Secure Retirement ―Finding security in retirement is a lost hope for many people in today‘s economy. But, at Melaleuca, we‘re helping families secure their retirement, pay for children‘s education, get out of debt and find security in the second half of their life. ―Families Trying to Get out of Debt ―At Melaleuca, our focus is helping families got out of debt. We talk about, reward and teach important money management principles. More importantly, we not only encourage better m money management, but we provide a way for families to increase their income and pay off their debts. Getting out of debt at Melaleuca works because a Melaleuca business works!‖ [Melaleuca fails to disclose that approximately 99% of all participants lose money and therefore get further behind financially because of their participation.]
Momentum Plus ―My Momentum Plus – Become a Distribution Agent‖260 259 260
257
http://www.inetglobal.com/inetsurf/index.php?pid=iNetSurf:Index 258 http://www.isagenix.com/us/en/opportunity_overview.dhtml
http://www.melaleuca.info/?culture=en-us
http://www.mymplus.com/index.php?option=com _content&view=article&id=95&Itemid=186
Ch. 8- 11 ―As a Sales Agent, you will earn income from the sales of each and every phone sold along with a commission on the monthly calling plan of your customer. The Momentum Plus Sales Agent Program is unique and offers a very rewarding opportunity for financial freedom.‖ [―Financial freedom‖ is one of the most common – and deceptive – lures of MLM.]
bubble gum, after subtracting expenses. And doesn‘t a new recruit deserve to earn a profit from reasonable effort? Yet Nikken fails to disclose that approximately 99% of all participants lose money. And would it not be another deception to assume that 99% didn‘t try!].
Mona Vie
Numis Network
―Opportunity Overview‖ ―Is it time that you want, or more time? Health, or better health? An income, or a bigger income? Freedom, or greater freedom? Whatever your goals are, MonaVie can help you achieve them.‖ [Mona Vie fails to disclose that approximately 99% of all participants lose money, which does little to further the goals of anyone but those few who are reaping the benefits.]
―Create Wealth, Collect Wealth and Preserve Wealth with Numis Network‖263 ―Success means different things to different people. Many dream of being their own boss, setting their own hours, and enjoying true freedom. Others have a great desire to start their own business and have earnings that match their efforts. It's been said that true financial freedom is being able to do the things you want to do, when you want, with whom you want, and without worrying about the costs. ―Whether it is complete financial freedom you desire, or simply the chance to earn a few hundred dollars per month to enjoy some extras in life, Numis Network offers a business that can help you fulfill your goals. Our compensation plan and career path provide a simple 1-2-3 system for creating financial success.‖ [―earnings that match their efforts‖ – ―true financial freedom‖ – ―without worrying about the costs‖ – ―simple 1-2-3 system for creating financial success.‖ They all sound good – and are myths!]
MXI Corp. (Xocai) ―Compensation Plan‖261 ―Learn how you make money with MXI Corp. Go step by step, at your own pace, though the easy-to-navigate video. Learn the 8 ways to earn bonuses in the most lucrative compensation plan in the industry.‖ [MXI fails to disclose that approximately 99% of all participants lose money]
Nikken ―No boundaries.‖262 ―In today‘s world, you can‘t expect to achieve financial security by working for someone else. Compare that to Nikken, where you have complete flexibility and unlimited opportunity.‖ [Unlimited opportunity??] ―Earn extra money part-time, or develop a new career. Build your own business and create a steady source of income. We give you the tools, the support, the guidance from experienced professionals. Life as an Independent Nikken Consultant gives you the freedom to live as you wish. To earn as much as you deserve.‖ [Nikken‘s compensation plan does not reward parttime effort with even enough money for 261 262
http://www.mxicorp.com/compplan/ http://www.nikken.com/opportunity/
Nu Skin ―Financial Rewards‖264 ―Nu Skin‘s Sales Compensation Plan is very simple, but innovative and highly rewarding.‖ [Rewarding for whom? Nu Skin fails to disclose – even on its ―average income of distributors‖ reports – that approximately 99% of all distributors lose money.] ―Did you know?‖ ―Nu Skin has paid over $6 billion in distributor commissions in only 25 years of operation?‖ [This is very misleading because Nu Skin 263
https://www.numisnetwork.com/content.asp?c ontent=opportunity.html 264
http://www.nuskin.com/en_US/opportunity/financial_rewards.html
Ch. 8- 12 fails to disclose that the vast majority of the $6 billion went to less than 1/10 of 1% of all distributors.]
Orenda ―The Heart of The American Dream‖265 "Network Marketing is the greatest source of grassroots capitalism. You learn how to take a small bit of capitol-which is time – and another small bit of capital-which is money – and start the American Dream." ~Quote (on Orenda web site) by Jim Rohn, Speaker and Author [MLM as great source of grassroots capitalism is a dream – a pipe dream.]
Reliv ―Become a Relìv Distributor.‖266 Experience life on your own terms — starting now! ― Ready to take control of your health, your finances and your future? Want to be on the leading edge of an exciting entrepreneurial opportunity poised to experience explosive growth? Then don‘t hesitate – become a Relìv Distributor today! ―Limitless Income Potential – Five separate avenues of income make Relìv‘s compensation plan one of the most lucrative in the direct sales industry. [―Limitless income potential‖ is mathematically impossible and is therefore misleading.] ―Your opportunity is here. Your time is now. Your future is Relìv! [These are misleading statements, especially when Melaleuca fails to disclose that approximately 99% of all participants lose money]
SendOutCards ―Receive Compensation By Sharing SendOutCards‖267 ―SendOutCards is all about improving lives, and a big part of that is financial freedom. Our income opportunity provides you with exactly that. Here's a look at how you can earn an income by sharing SendOutCards with others:
―Residual Income from Cards & Gifts Purchased‖ ―As you build an organization of preferred customers and other licensed entrepreneurs, you'll earn a retail profit on points purchased towards cards and gifts according to SendOutCards' Compensation Plan.―With the potential to have an organization of thousands, imagine the residual income you can create in only a few years!‖ [But SendOutCards does not disclose that after expenses (and depending on attrition, which is also not disclosed) as many as 99% of all participants actually lose money.]
Sunrider ―Since 1982, Sunrider International has helped people around the world achieve success and financial independence with our rewarding business opportunity.‖ [Sunrider fails to disclose that approximately 99% of all participants lose money]
Symmetry ―Could you stand having more money in your pocket? It‘s easier than you think to have more money coming in every month. And it‘s the kind that keeps coming in. What we‘re talking about is a residual income that comes in long after you stop working. You can do the work once and keep getting paid on it for years to come. Only a select few in the world can have a residual based income like this. It‘s usually reserved for creative artists and authors. But you‘re about to discover how you can create one yourself without any special skills or previous experience.‖ [To talk about such ―residual income‖for years without disclosing the high attrition rate of participants in an MLM is misleading. Also, Symmetry fails to disclose that approximately 99% of all participants lose money]
Tahitian Noni International ―Want an extra $500 a month? This home based business is the answer!‖ 268
265
266 267
http://www.orendainternational.com/content.asp?page_id=4
http://www.reliv.com/US/EN/Become+a+Distributor.html
https://www.sendoutcards.com/cgibin/trncustomer.pl?income_opportunities:
268
Tahitian Noni International Independent Product consultant web site (likely approved by TNI) at http://www.nonijuiceint.com/TahitianNoniHomeBusiness.aspx
Ch. 8- 13 ―Looking for a solid and reputable home based business? Tahitian Noni Internanional‘s Independent Product Consultants work part time to create lasting residual income using remarkable Noni fruit products.‖ [To talk about such ―lasting residual income‖ without disclosing the high attrition rate of participants in an MLM is misleading. Also, Tahitian Noni International fails to disclose that approximately 99% of all participants lose money]
Take Shape for Life (Medifast) ―Make Money While You Sleep Anywhere in the World‖269 ―As a Medifast representative you know Medifast has a great opportunity for you earn a substantial amount of income and to help other joining Medifast to do the same. eSig Marketing can be one of those tools that take your Medifast business viral.‖ [Make money while you sleep – or residual income – is a myth except for those at or near the top of the hierarchy of representatives.]
Tupperware ―Opportunity – Tupperware, the Perfect Fit.‖ 270
―Imagine life on your terms—complete with more time for family, friends and fun, more flexibility and more financial freedom.―The lifestyle of Tupperware leaders is nothing less than wonderful! Trips, diamonds, cars and cash bonuses are just a few of the perks you can Find In Tupperware. ―Whether you're looking for a little extra money to spend on your family or yourself, or you would like a chance to build a career on your own terms, Tupperware can help you make it happen.‖ (In video on web site, ―earnings of $1,000 a month for six hours per week are suggested.‖) [Tupperware, with a long-standing reputation for fair dealing in the past, seems to have converted in April 2005 to a more highly leveraged compensation plan they call the ―Tupperware Breakthrough Plan,‖ 269
http://www.networkmarketingvideoconferencing.com/NetworkMarketing-Companies-Distributor-Tools/Medifast/index.htm 270
http://www.tupperware.com/pls/htprod_www/tup_opportunity.op portunity
that provided greater rewards to high level participants (―Directors‖).271 The company does not disclose that net profits after expenses for part-time work are unlikely and that (depending on attrition, which is also not disclosed) as many as 99% of all participants could be losing money. Based on their current compensation plan and their 2008 Income Disclosure Summary, the suggestion of $1,000 a month for six hours per week seems very misleading.]
USANA ―Compensation‖ 272 “USANA‘s innovative pay plan puts you in control of your commission check with six ways you can make money. Learn how smart entrepreneurs leverage their time and effort to create a thriving, profitable business.‖ ―Six Ways to Create the Wealth You Want‖ 273
―USANA's unmatched Binary Compensation Plan gives you several ways to earn generous commissions every week in direct proportion to your ability to sell USANA's products to your customers and build an organization of Independent Associates who do the same.― [USANA fails to disclose that approximately 99% of all participants lose money]
Viridian ―Referral Program – Your potential is significant.‖274 ―For many Associates, Viridian is the vehicle to sustainable, long-term, residual income. Our unique compensation plan rewards hard work and dedication, enabling you to create a powerful business and a wonderful future for yourself.‖ [Residual income is a myth, except for TOPPs (top-of-thepyramid promoters), and even they can be moved around in arbitrary fashion and lose their income, as happened to at least one top recruiter.] 271
Reported in Presentation Summary, S2Sales Force Structure.Earnings Conference Call, Jan. 31, 2007. 272 http://www.usana.com/dotCom/opportunity/index 273 http://www.usana.com/dotCom/opportunity/comp 274
http://www.viridian.com/Opportunity.aspx
Ch. 8- 14
―Discover Prosperity‖275 ―Welcome to Financial Freedom‖ (sign at top of page). ―Discover Prosperity.‖ ― As a Viaslus Independent Distributor, you‘ll have the opportunity to work when and how you want to make a real difference in people‘s lives. Imagine yourself: • A successful entrepreneur • Working your own schedule • Having more time for family and friends • Living the lifestyle of your dreams‖ [Prosperity and financial freedom via MLM is a myth except for TOPPs (top-ofthe-pyramid promoters].
―At YOR Health, we have a unique opportunity. . . .With our incredible product line, we make it simple for even the average person to become an entrepreneur and take control of their own financial well-being. . . Here at YOR Health you will [be] building towards your financial freedom and living a healthy lifestyle. The momentum we carry and the direction we are headed, in this devastating economic atmosphere, make this a once in a lifetime opportunity to hopefully make lots of money. . . After all, money has no value when there‘s no health. Wouldn‘t it be good to have both?‖ [Yor Health fails to disclose that approximately 99% of all participants lose money]
World Ventures
Your Travel Biz (YTB)
―World Ventures Highlights – Marketing‖ 276
What is YTB?279 . . In 2004 YTB signed on just over 8,000 of these independent contractors, called RTAs (Referring Travel Agents). That number jumped to over 60,000 in just two years and currently ‗YTB has over 130,00 RTAs worldwide with hundreds of RTAs earning well over a million dollars a year from their own homebased business. . . YTB‘s innovative and ground breaking concept of giving everyday people the opportunity to generate enormous residual incomes from the hottest industry on earth by referral marketing is certainly behind much of this extraordinary growth. [YTB fails to disclose that approximately 99% of all participants lose money]
Visalus Sciences
―In November 2007 we gave away a brand new 2008 Mercedes C-300 Sports Sedan. ―In March 2008 we gave away a brand new 2008 Porsche Cayman. In November 2008 we gave away a brand new 2009 Mercedes C-300 Sports Sedan. In March 2008 we launched a brand new Premium Service Program (PSP), featuring Video. [etc.]‖. [All this sounds exciting, but World Ventures fails to disclose that approximately 99% of all participants lose money]
XANGO ―Compensation Plan‖ 277 ―The XANGO compensation plan provides a clear and simple road to accomplish everything you've ever dreamed. A full 50 percent of commissionable volume on each XANGO product sold goes straight back to commission payments. No tricks. No fuzzy math. No hidden changes to your earnings (breakage). Just wide-open opportunity and products that demand attention.‖ [However, XANGO fails to disclose that approximately 99% of all participants lose money]
Yor Health ―Take Charge of Your Success‖ 278
MLM Loss rates are extraordinary – at least 99% for all of the MLMs for which I have been able to obtain relevant data. This in itself would not be so bad, except that MLM is promoted as an “income opportunity” – or even as a “business opportunity” – a major misrepresentation in itself. It is certainly unfair and deceptive.
275
http://visalus.com/sites/default/files/docs/corporate/D1047US_ CompPlanBook.pdf 276 http://www.worldventures.com/new/wv-highlights.php 277 http://www.xango.com/opportunity/compensation-plan 278 http://www.yorhealth.com/opportunity/letter-from-the-founder.aspx
279
http://www.ytbpositivethinking.com/
Ch. 8- 15
Appendix 8B: Misrepresentations regarding MLM as a business model – compared to legitimate direct selling, pyramid schemes, etc. MLM misrepresentations
The truth
MLM is a form of direct selling, which has a long history of independent selling by ―door-to-door salesmen‖ and of selling to friends, neighbors, and family members. It is this person-to-person relationship selling that is one of its great strengths.
MLM should more properly be considered chain or pyramid selling, as few sales are made to customers outside its network of distributors. MLM promoters have sought legitimacy with the ―direct selling‖ label by joining the Direct Selling Association (DSA), which lobbies to promote the interests of MLM. We should not accept an MLM as a legitimate direct selling company when compensation plans reward huge payouts fo TOPPs (top-of-the-pyramid promoters) for recruiting a large downline, while paying only a pittance for selling to nonparticipants. This would be true of recruitment-driven MLMs that are members of the DSA. From Robert FitzPatrick: If you strip MLM of its hallmark activity of continuously reselling distributorships, . . you encounter an unproductive and impractical system of sales upon which the entire structure is supposed to rest. Personal retailing is a thing of the past, not the wave of the future. Retailing directly to friends on a one-toone basis requires people to drastically change their buying habits. They must restrict their choices, often pay more for goods, buy inconveniently, and awkwardly engage in business transactions with close friends and relatives. The unfeasibility of door-to-door retailing is why MLM is, in reality, a business that just keeps reselling the opportunity to sign up more 280 distributors. In other words, it‘s easier to sell an ―opportunity‖ than to sell overpriced products. MLMs, or product-based pyramid schemes, have been found to be the most extreme of all the types of pyramid schemes, by any measure - loss rates, aggregate losses, number of victims, and degree of leverage. MLM loss rates (approx. 99 %) – are far worse than for noproduct schemes, or even than most gambling casino games. These catchwords are used by MLM promoters to appeal to the desires for "easy money" that keeps on growing and providing for the comforts of life – and the resources to do what we want, when we want. However, one of the stark realities of MLM is an extremely high attrition rate. Available statistics suggest that 90-99% of recruits terminate or are inactive within a few years of joining. Those few who "succeed" must be constantly recruiting others to replace a revolving door of hapless victims of these deceptions. This can become totally consuming, leaving little time or energy for anything else.
Network marketing is the most popular and effective new way to bring products to market. Consumers like to buy products on a one-to-one basis in the MLM model.
MLMs are not pyramid schemes, but legitimate direct selling programs. People that work hard can reap the rewards for the rest of their lives.
280
―Ten Myths of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick. Available from pyramidschemealert.org
Ch. 8- 16 What‘s all the fuss about pyramid schemes, anyway? Almost all major organizations are organized like pyramid schemes, with many (even thousands of) workers at the bottom, two or more levels of middle managers, some vicepresidents, and then the president or CEO at the top. Even the federal government could be said to be a pyramid scheme.
MLM is the most powerful marketing methodology ever developed. It‘s possible to get quite wealthy and earn your life back with an MLM business and to do good for your friends and 282 community in the process.
Any MLM that offers legitimate products is by definition not a pyramid scheme.
281 282 283
This observation shows an almost total lack of understanding of what makes a pyramid scheme an unfair and deceptive practice, to use FTC terminology. It isn‘t the pyramidal structure that is the problem, but the endless chain of recruitment of participants as primary customers. Persons are not appointed to ascending levels in the pyramid, but must recruit their way up. And in the case of recruitment-driven MLMs, the compensation plan rewards TOPPs (top-of-thepyramid promoters) the bulk of the commissions, which drives them to place almost total effort on recruitment and not on selling products to nonparticipants. Primary income from commissions on sales to downline participants makes it a money transfer scheme, transferring money from those at the bottom to those at 281 the top. MLM is the most unfair and deceptive marketing methodology ever developed. It‘s power is also it‘s inherent flaw – the endless chain of recruitment, which uses the same principle as a chain letter or classic pyramid scheme. A few do get wealthy at the expense of a multitude of victims who lose money investing in an exploitive system. The most extreme and harmful pyramid schemes are product-based pyramid schemes by any measure – loss rates, aggregate losses, number of victims, etc. In fact, the introduction into a pyramid scheme of products which must be purchased in order to qualify for commissions or advancement in the scheme (―pay to play‖) increases the number of people defrauded because downlines are far larger than for no-product pyramid schemes. And just because a law in a particular jurisdiction excludes MLM in its definition of a pyramid scheme does not negate the losses suffered by participants. Any MLM may still qualify as simple fraud or as a deceptive sales practice. Robert FitzPatrick of Pyramid Scheme Alert wrote: The sale of products is in no way a protection from anti-pyramid scheme statutes or unfair trade practices set forth in federal and state law. MLMs that sell useful, quality products have been successfully prosecuted under anti-pyramid scheme laws by state and federal officials. MLM is a legal form of business only under certain rigid conditions set forth by the FTC and state Attorneys General. Many MLMs are currently in gross violation of these guidelines and operate only because they have not been prosecuted. Federal regulators have used a 70% rule to determine an MLM‘s legality. At least 70% of all goods sold by the MLM company must be purchased by nondistributors. This standard would place most MLM companies outside the law. The largest of all MLMs acknowledges that only 18% of its sales are made to 283 non-distributors.
See Chapter 2 ―MLM Lies, Exaggeration, and BS,‖ by John Zehr at johnzehr.com ―Ten Myths of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick. Available from pyramidschemealert.org
Ch. 8- 17 There‘s a big difference between legitimate direct selling companies and pyramid schemes. Pyramid schemes seek to make money from you (and quickly). Legitimate direct selling companies seek to make money with you as you build your business (and theirs) by selling real products and services. In fact, legitimate direct selling companies work hard to protect consumers from pyramid schemes.
In some MLMs, including Amway, an active participant is called an ―IBO‖ for ―Independent Business Owner.‖
Sure, many fail at MLM and leave the business, just like in any business. In fact, statistics show that 90-95% of all small businesses fail.
―This MLM is not a pyramid scheme because you can make more than the people above you.
It is true that there are big differences (plural) between legitimate direct selling companies and pyramid schemes. But the difference as stated by the DSA is misleading, because it fails to mention important structural differences. Legitimate direct selling is NOT driven by huge rewards for recruiting an endless chain of recruitment of participants as primary customers. Even the last sentence is misleading, as legitimate direct selling companies in the DSA actually support DSA efforts to protect product-based pyramid schemes (MLMs). They support these predatory schemes by their silence and willingness to be included in the same association with them. Participants in an MLM are not independent, as anyone who has sought to work with any other MLM while with an MLM like Amway can testify. It is not a business, unless one considers odds of success far below gambling a real business. And IBO‘s don‘t own anything, as anyone who tries to leave Amway and take their downline (that they spent years building) with them can testify. They don‘t even own the promised residual income because the high attrition rate assures them that they cannot count on those residuals. These kinds of statistics are bandied about by MLM defenders who supposedly have valid data to back them up. But they are way off on their statistics. Failure and loss rates for MLMs are not comparable with legitimate small businesses, which have been found to be profitable for 39% over the lifetime of the business; whereas less than 1% of MLM participants profit. Cumulatively, according to a study by the NFIB (Nat‘l Federation of Independent Business) and reported by the SBA (Small Business Administration), 64.2% of businesses failed in a 10-year period. While there ay be instances where the income of someone at a lower level exceeds the income of some above them in the pyramid of participants, this does not negate the reality of top-weighted programs where the compensation plan rewards those who build large downlines at the expense of those beneath them. Those at or near the top get the lion‘s share of the rewards.
Misrepresentations comparing MLM to the job market, or to the stock market and other investments – even gambling: MLM misrepresentations
The truth
"You can‘t count on an employer to offer any stability." MLM offers reliable, leveraged, longterm, permanent, residual income."
MLM is far more risky than the job market. There is no real security in MLM comparable to a typical employment arrangement, however unstable. With over 90% attrition within a few years, long-term residual income from recruiting a downline is a myth for new MLM recruits. (see Chapters 6 & 7) This is one of the biggest lies of MLM promoters. Think about it – an unlimited MLM income assumes an unlimited market, which does not exist. In fact, markets quickly
Unlike dead-end jobs, MLM offers everyone an unlimited opportunity to earn what they want. With MLM, you are only limited by the time, effort,
Ch. 8- 18 and money you put into it.
People who ―punch a time clock‖ working for someone else just ―don‘t get it.‖ By building a downline in a good MLM program, you‘ll never have to work for someone else for the rest of your life. Investing in this (MLM) business opportunity and then putting some time and effort into it to get it going is more like buying an annuity than investing in risky stocks or even a small business.
According to statistics, about 90% of people retire at age 65 without significant savings, and half of them without any savings at all. This can be prevented by investing in a good MLM. (JT: I‘ve seen statistics like these included in numerous presentations selling potential recruits on joining a particular MLM. The message follows with a pitch to ―catch the wave‖ of a particular MLM that is growing rapidly, with the assumption that if you go with this MLM, you can be in a better position to retire comfortably.) Come and ―play the game‖ of network marketing with us. With a small investment and a little hard work at the outset, you never know what great things will come to you down the road. A few lucky breaks, such as recruiting a ―heavy hitter,‖ you could be traveling the world or playing golf while the money keeps flowing in. The stock market is shaky. MLM offers more security and stability. . A DSA spokesperson has stated: ―Anyone who gets involved with a legitimate direct selling company should not risk financial loss by doing
become saturated, as fewer and fewer suckers can be found who have not been inundated with MLM offers, been burned by prior participation, or have family members who have been victimized. Perhaps even more important than time and effort is the willingness and skill to deceive prospective recruits into believing the same falsehoods you are being fed. And as a general rule, with MLM, the more you invest, the more you lose – with the exception of (1) the founders, (2) those who joined at the beginning of the endless chain of recruitment, and (3) TOPPs (Top-of-the-Pyramid Promoters), or ―kingpins‖ - often all three of whom are the same persons. I‘ve heard this argument repeated over and over at MLM opportunity meetings. Careful analysis of average earnings data shows the falseness of this ―easy money‖ claim by MLM promoters (see Chapter 7). And for those who choose not to do MLM, is there anything immoral about hard work for honest rewards? After investing in an annuity, one can – without effort – receive regular payments for a stated period of time, even for life in the case of lifetime annuities. But building and maintaining an MLM downline can be anything but trouble-free, except perhaps for the very few persons in the chain of recruitment. I have spoken with TOPPs who are constantly having to recruit to replace those dropping out, even traveling weekly to ―opportunity‖ gathering in remote parts of the globe. They also spend enormous sums of money to display (or put on the appearance of) great wealth, living in large estates, driving luxury cars, being flown in private jets, etc. Any suggestion that MLM can boost one‘s retirement is misleading if it is not accompanied with the warning that their odds of losing money over making a profit are at least 99 to 1, and their likelihood of profiting is less than one in a hundred, or 1%. Their likelihood of earning the substantial residual income that the promoters are suggesting is possible is so infinitesimally small as to be essentially zero – less than one in 25,000. (See Chapter 7.)
Our research shows that the game of network marketing, or MLM, is one with incredibly low odds of winning. In fact, MLM makes gambling look like a safe bet in comparison. The odds of winning from a single throw of the dice in a game of craps or betting on one number at the roulette wheel at Caesar‘s Palace in Las Vegas are many times the odds of profiting in most MLMs. Money invested in MLM is not any safer than a carefully planned long-term investment portfolio. As established in Chapter 6, 99% of those who invest in an MLM lose money. While the buyback provision is laudable, it is seldom exercised because participants have been encouraged to open and use their products, making
Ch. 8- 19 so. The Direct Selling Association‘s Code of Ethics, for example, is designed to protect direct sellers and their customers. Inventory buybacks and other provisions allow sellers recourse if there‘s an issue with the company - no one 284 should lose money in direct selling . . ―.
the buyback option null and void. The DSA states that no one should lose money in direct selling - which we would assume means MLM – since there is no reason for anyone to lose much money in legitimate direct selling. (When I sold encyclopedias, I did not have to buy a set for myself.) But the facts are that at least 99% of participants DO lose money, based on careful analysis of average earnings statements of companies that produce them. (See Chapter 7.)
Misrepresentations regarding legality, regulation, & legitimacy of MLM: MLM misrepresentations
The truth
(on the assumption by FTC and other regulators that if an MLM were a pyramid scheme, it would soon saturate its market and collapse, as with classic, no-product pyramid schemes) Saturation just does not occur with MLM. Many MLMs have been around for over 40 years, and the market is far from saturated, with less than 1% of all sales nationally coming from the MLM industry.
The issue is not TOTAL saturation, but MARKET SATURATION. In a city of 100,000 people, the notion of 100,000 distributors to serve them is absurd. Perhaps the MARKET could be saturated with at most 5 or 10 distributors. Each added distributor would reduce the opportunity for existing distributors, and resistance would build up for those who have been approached several times. In fact, market saturation occurs rather quickly,
The market collapse predicted for MLMs never happens. Many MLMs have been around for over 40 years and are still going strong.
In MLM, market collapse is manifested in CONTINUOUS COLLAPSE, meaning that the market is constantly collapsing, requiring constant recruitment to replace those continually dropping out - with recruits willing to make ―pay to play‖ purchases in hopes of cashing in. MLM leaders have learned other 285 strategies for circumventing market collapse. They find new markets in which to recruit, or recycle through old markets with new generations of prospects, or with new products. Without these efforts, an MLM could collapse fairly quickly.
The DSA Code of Ethics states: ―Pyramid schemes are prohibited under the Code, ; thus companies operating pyramids are not permitted 286 to be members of the DSA.‖
Recruitment-driven MLMs make up a substantial portion of DSA membership. Extensive research shows that of all classes of pyramid schemes, what I call product-based pyramid schemes, or recruitmentdriven MLMs, are the most extreme and harmful of all classes of pyramid schemes – by any measure – loss rates, aggregate losses, number of victims, etc. So this statement in the DSA Code of Ethics is merely a red herring; i.e., a hollow, hypocritical, and misleading statement. This is blatantly false, as there are laws and/or rules in place that could be a serious problem for virtually all MLMs if they were enforced. Examples from my recollection include laws against (1) endless chain
You don‘t need to worry about possible illegal actions because law enforcement officials from the FTC and all the states recognize MLM as a legitimate form of direct selling. 284
287
―Top 10 Myths & Facts about Direct Selling,‖ posted on Directselling411 For a detailed discussion of these strategies, see ―The 8 Rs of MLM Durability‖ in Chapter 3 of this book. 286 DSA comments to the FTC on its proposed Business Opportunity Rule, 2006 287 See Chapter 2 285
Ch. 8- 20
In seeking redress for victims of the Nu Skin program by our Utah State Division of Consumer Protection, I worked with over 20 ex-distributors for almost a year to get them to file a joint complaint. Even though aggregate losses totaled over $250,000, they were fearful of the consequences of giving out their names in the complaint. When they finally were persuaded to join in this complaint, the agency wrote one letter on behalf of one of them and recovered about $350 – out of $250,000! The DSA has reported to the FTC: ―Very few complaints are filed against direct selling companies. DSA conducted a comprehensive review of complaints against all 193 active DSA member companies, as reported by local Better Business Bureaus. The data showed that on average there was only one complaint for every $55 million in retail sales or one complaint for every 23,765 individual direct sellers per year. Of those complaints, 97 percent were resolved. The data further indicated that there were on average only 17 unresolved complaints per year. That calculates to one unresolved complaint for every $1.76 billion in retail sales or one unresolved complaint for every 764,705 individual direct sellers. By any measure, this is an 288 extraordinarily low level of consumer.‖ The DSA Code of Ethics states: ―Pyramid schemes are prohibited under the Code, ; thus companies operating pyramids are not permitted 289 to be members of the DSA.‖
―If not legal, our [MLM] program would have been shut down long ago.‖ ―MLMs have survived many legal challenges. The fact that they are still around tells you they are legitimate.‖ 288 289
selling schemes (California and Wisconsin), (2) schemes in which rewards are primarily from recruitment (which could include ―pay to play‖ purchases) rather than sales of products to end users, (3) collecting commissions of (downline) sales for which the (upline) person made no contribution (Wyoming and Massachusetts), etc. And hundreds of MLMs are violating Section 5 of the FTC Code, which was written to protect against unfair and deceptive acts or practices. If FTC official were to read the preceding chapters and this one with an open mind, I believe it would be impossible for any of them to identify any business practice that is more unfair and more deceptive – and more viral and predatory – than MLM. What is not acknowledged here is that participants in all endless chain recruitment programs, like MLMs, rarely file complaints with law enforcement or with the BBB. This is because in an endless chain of recruitment, every major victim is also a perpetrator; i.e., they have had to recruit others to try to recover their investments in MLM products and services. Some of their recruits would be close friends and family, so they fear consequences from or to those close to them if they complain. There is also a strong element of self-incrimination, plus a sense of failure for not having properly ―worked the system‖ as they were taught. This silence of victims is one of the most insidious features of MLM, providing built-in protection against government scrutiny for MLMs. It should also be noted that these DSA statistics were for all of its member companies. That means that data for MLM companies was mixed with data for legitimate direct selling companies, thereby skewing the results to make MLM look better than if the review of complaints focused on only MLMs.
Recruitment-driven MLMs make up a substantial portion of DSA membership. Extensive research shows that product-based pyramid schemes, or recruitment-driven MLMs, are the most extreme and harmful of all classes of pyramid schemes – by any measure – loss rates, aggregate losses, number of victims, etc. So this statement in the DSA Code of Ethics is a hollow, hypocritical, and misleading statement. Consumer protection officials are typically reactive, not proactive. Since victims of endless chain schemes rarely file complaints, law enforcement seldom acts against even the worst MLM schemes. Victims don‘t complain because they blame themselves, and they
DSA comments to the FTC on its proposed Business Opportunity Rule, 2006 DSA comments to the FTC on its proposed Business Opportunity Rule, 2006
Ch. 8- 21 fear self-incrimination or consequences from or to their upline or downline – often close friends and family. As Robert FitzPatrick observed: MLM is not defined and regulated in the way, for instance, franchising is. MLMs can be established without federal or state approval. There is no federal law specifically against pyramid schemes. Many state anti-pyramid statutes are vague or weak. State or federal regulation of MLM, when it does occur, usually involves, first, proving that the company is a pyramid scheme. This process can take years, and by then the damage to consumers is done. Indeed, even when MLM pyramids are shut down, often the promoters immediately set up new companies under new names 290 and resume scamming the public.
Misrepresentations regarding MLM products & services – product claims, prices, purchase quotas, stockpiling, investments in products and ―tools for success,‖ etc.: MLM misrepresentations
The truth
Unlike the franchising opportunity, in which large amounts of money are at stake, direct selling requires little or no up-front payment. Individual direct sellers are able to return inventory and sales aids, training aids and the like; additionally, start-up costs are also refundable for a period of time upon cancellation by the salesperson.
The low signup fee is merely a ruse to deceive regulators who might be looking for large up-front fees that would trigger enforcement of ―business opportunity‖ disclosure requirements in some states. Instead, MLM recruits are duped into investing piece meal through MLM compensation plans which include quota, or ―pay to play‖ requirements in order to qualify for commissions or advancement in the scheme. These are usually purchased on a monthly subscription bases, often totaling hundreds, and sometimes thousands of dollars a year. The cancellation or buyback provision is seldom exercised because products must be returned in marketable (unopened) condition. Since new recruits are encouraged to open and use their products, rather than stockpiling them, few products can be returned. MLM products must be priced high enough to support a bloated network of distributors, so prices are seldom if ever competitive with alternative retail outlets. (See Chapter 4.) MLM products are sold primarily to recruits to "do the business," rather than to persons outside the network of participants. People who shop around and are not buying products for the "opportunity" are not likely to become customers. The sale of products is distributor-driven, not market driven. In spite of all the ―outstanding products‖ hoopla, what is sold is the ―opportunity,‖ not the products. New recruits soon learn that it is easier to buy than to sell – in order to meet their quota. New recruits must purchase products to ―play the game,‖ i.e., to qualify for commissions and/ or advancement in the scheme. Also, no matter how high the quality of the products, investment in products for which you do not have orders
Products can be resold at retail prices for a handsome profit
The demand for these MLM products is growing at a rapid rate. ―They literally sell themselves.‖
Participation in an illegal pyramid scheme requires a large, up-front investment, which is not required for participation in MLM.
290
―Ten Myths of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick. Available from pyramidschemealert.org
Ch. 8- 22
Our high quality products are less expensive than elsewhere when sold through MLM because they cut out the middleman.
You will be offering to persons you care about the very best products available for promoting their health and well being.
Our products are highly unique. It is virtually impossible to find anything comparable elsewhere.
Our products are consumable, which helps to guarantee repeat purchases by your customers. MLM products may cost more for reasons of superior quality or service. The decision to sell a product through direct selling is often based on very specific factors. For example, products that require demonstration to convey the finer points of their operation are ideal for direct selling because a knowledgeable salesperson can personally conduct that demonstration for every customer. In a traditional retail setting, consumers might not understand the product‘s unique qualities based on appearance or packaging. It‘s true that some direct selling products are priced at the upper end of the retail market‘s acceptance level, but there is higher acceptance based on the value-added incentive of the demonstration and personal service. Lexus brand cars are also at the upper end of the retail market acceptance level, but superior performance and service after the sale make that higher price reasonable. Each customer needs to weigh the price, quality and desirability of a given product and make a purchasing decision accordingly. Like a franchise, with MLM you are in business for yourself, but not by yourself. And you have a proven program to assure your success if you follow our program
in hand becomes a cleverly disguised means of laundering investments in a product-based pyramid scheme. MLM creates thousands of middlemen, with few real customers outside the network of ―distributors‖ (or ―consultants,‖ ―demonstrators,‖ etc.) Due to a bloated hierarchy of participants, MLM products are very expensive and cannot compete with comparable products from alternate sources. And anyone who believes that MLM products are less expensive than comparable products elsewhere has not shopped around much. While some excellent products are available through MLMs, seldom are their claims backed up by valid research. In fact, the promotion of various nutritional supplements and miracle juice drinks is analogous to the ―snake oil peddlers‖ of a century ago. MLM products are typically ―pills, potions and lotions.‖ The secret formulas are a cover for the fact that they are priced too high to compete in standard markets. Products selected to be sold are unique so shoppers may find it difficult to compare prices with comparable shelf products. MLM products are consumable, so participants can be lured into signing up for products on a monthly basis to meet their ―pay to play‖ quota. Of course, this helps to assure a consistent revenue base for the company. MLM products are pricey to satisfy not only costs of production and infrastructure, but also huge individual commissions for TOPPs, aggregate commissions for thousands of downline participants, and often substantial skimming by founders, And here again, no distinction is made between MLM and legitimate direct selling. In some cases, this position could make sense for the latter category. But just because a new strain of apples has blue stripes does not justify charging four or five times as much. MLMs promoters typically use the blue stripes type of rationale to justify products that could not compete with retail shelf products.
Franchises offer territorial protection, while with MLM you are recruiting your own competition. And if anything is proven about MLM, you are doomed to financial loss if you follow the lead of your upline – who want you to buy products and recruit others in an endless chain of recruitment. You are being sold a ticket on a flight that has already left the ground.
Ch. 8- 23 New recruits are protected from abuse because if they decide to leave the business, they can repurchase marketable inventory and sales aids purchased in the past 12 months for at least 90% of the purchase price.
A person can begin participation in legitimate direct selling opportunities with minimal startup costs and little or no inventory investment. Even modest entry fees may be refundable if the new direct seller decides not to pursue the opportunity. Conversely, pyramid selling schemes often require high entry fees and/or substantial "investment" in inventory, and neither are refundable. This is because pyramid operators make their money from 291 new recruits. Like a franchise, with MLM you are in business for yourself, but not by yourself. And you have a proven program to assure your success if you follow our program
MLMs are like franchises in that you have a proven system of success to follow – but without a huge initial franchise fee.
Our ―tools for success‖ are unbeatable. Sign up for our seminars and conferences, and buy our books and tapes to assure your success in this business.
We have Dr. so-and-so as our vice-president of product development, and he has a whole team of qualified scientists and technicians working with him to assure that our products are the very best and safest on the market. We have strict rules in place against purchasing and stockpiling large quantities of products just to qualify for commissions or advancement up the various levels in the compensation plan. In other words, you are not allowed to ―buy your way up‖ to higher levels in the program. 291
New recruits are encouraged to immediately open and start using the products, not to stockpile them for the future. So if they decide they will not or cannot do ―the business,‖ their products are not in marketable condition and will not be bought back. Also, our experience has been that few MLM dropouts understand that they have been scammed in time to exercise their buyback option. For one major MLM, the percentage of products returned was less than 4%, even though approx. 99.94% of participants lost money in the scheme. The writer of this must not have studied many MLM compensation plans. The minimal signup fee is merely a ruse to mislead investigators. Nearly every MLM has some kind of arrangement for signing up for a monthly subscription of their ―pills, potions, and lotions‖ – or whatever they use as products and services to maintain their revenue stream. Sure, new recruits can satisfy the minimum by selling to others, but it soon becomes apparent that it‘s easier to buy than to sell – especially for products that are priced too high to compete with products on the shelves of retail stores. Franchises offer territorial protection, while with MLM you are recruiting your own competition. And if anything is proven about MLM, you are doomed to financial loss if you follow the lead of your upline – who want you to buy products and recruit others in an endless chain of recruitment. You are being sold a ticket on a flight that has already left the ground. MLMs are not like franchises because you are not given a proven system of success to follow. Instead, you are given a system proven to lead to financial loss for almost everyone except the first ones in. And as mentioned above, typically MLMs bleed new recruits slowly of their funds by inducing them to buy products on a subscription basis, to pay for ongoing training, and otherwise draining them of their resources until they run out of money or give up. In at least one major MLM, the ―tools business‖ is a pyramid within a pyramid. Hardly anyone makes money selling products, so a lucrative source of income for those at the top is the sale of ―success tools‖ to supposedly assure the success of their downline – who are in fact only further victimized when they buy these motivational items, only to increase their losses. It should come as no surprise to anyone that scientists like to eat and enjoy the good things in life like everyone else. If they are offered enough money, top flight scientists, engineers, technicians, etc. can be found to add credibility to an MLM‘s product line – no matter how good or questionable they may be. While such rules in an MLM‘s Policies and Procedures manual may be laudable, they are often in direct conflict with their compensation plans, which reward ascending levels of purchases and recruitment. As explained in Chapter 2, psychologists have proven that rewards drive behavior. Forced to choose between seeking rewards for buying more and more products (since it‘s much easier
News & Views, American Chamber of Commerce in Croatia, Direct Sales in Croatia Interview: U. S. Ambassador Robert A. Bradtke (2009, Issue 3 - http://www.amcham.hr/_dwnls/newsviews/nv_0209.pdf)
Ch. 8- 24
We require that our distributors have proof of monthly sales to at least ten customers who are not enrolled as distributors in the plan. This assures that distributors comply with our ―retail rules‖ which in turn assure that we are in compliance with FTC guidelines. These products* can give your greater vitality, can protect you from disease, and can keep you young longer.
*Typically ―pills, potions, and lotions‖
to buy than to sell overpriced products) and complying with a rule that is seldom enforced, participants often choose the former. Such rules have never essentially been ignored by MLMs, including Amway (Quixtar), the company that escaped pyramid allegations on the grounds that it had and enforced its ―retail rules.‖ They have never been consistently enforced, either by Amway or by the FTC. According to Dr. Stephen Barrett of Quackwatch and MLMwatch.org: Every company I have looked at has done at least one of the following. Made misleading statements that could frighten people into taking dietary supplements they do not need. Made misleading statements of product superiority that could induce people to buy products that retail stores sell more cheaply. Made unsubstantiated claims that their products would prevent or remedy health problems Uses research findings to promote products without noting that the findings are not sufficient to substantiate using the products. Uses deception by omission by making statements about the biochemical properties of various substances without placing them in proper perspective. An example would be stating that a certain nutrient is important because it does this or that in the body but omitting that people who eat sensibly have no valid reason to take a supplement. Exaggerated the probability of making significant 292 income.―
Misrepresentations regarding MLM as a ―business opportunity‖ and the importance of timing to take full advantage of it: MLM misrepresentations
The truth
Take advantage of ―momentum‖ and ―windows of opportunity.‖
This kind of appeal has been used for over thirty years. In any endless chain scheme, the momentum cannot continue indefinitely, leaving those who come in later in a losing position, which is approximately 99% of recruits.
An MLM is not presented to prospects as a direct selling or as a pyramid/chain selling program, but as a ―business opportunity.‖
Promoters are careful to refer to an MLM as ―direct selling‖ when communicating to regulators; they do not want to trigger state regulations regarding business opportunities. However, they often label it as a ―business opportunity‖ with ―passive income potential‖ to prospects because many people really do not want to sell. But MLM is no more a business
292
―The Mirage of Multi-level Marketing,‖ by Stephen Barrett, MD, published on MLM Watch at mlmwatch.org
Ch. 8- 25
MLM is a business offering better opportunities for making large sums of money – more than all other conventional sales and business opportunities.
Join our program in its pre-launch kickoff phase (or entry into a new market or product division, etc.) and establish your position now. Get in on the ground floor now. You can thereby take advantage of this virgin market and experience explosive growth.
opportunity than gambling. In fact, the odds of profiting are far greater for most games of chance in Las Vegas than in MLM. For almost everyone who buys into an MLM program, it turns out to be a losing financial proposition. This is not an opinion, but a historical fact. For example, in the largest of all MLMs, Amway, only 1/2 of one percent of ―active‖ distributors make it to the basic level of "direct" distributor, and the average income of Amway distributors (not including dropouts) is about $40 a month. That is gross income before taxes and expenses. When ―pay to play‖ purchases and operating expenses are subtracted, it is obvious that nearly all suffer a loss. Even making it to "direct distributor‖ in Amway, is not a ticket to profitability. When the Wisconsin Attorney General filed charges against Amway in the 80‘s, tax returns were gathered from all distributors in the state. It was found that "direct" distributors (approx. the top 1% of distributors) in Wisconsin suffered an average net loss of $918! And in all of the hundreds of MLMs I have studied, the founders and a few at the top of their pyramids of participants are enriched at the expense of a multitude of downline participants, approximately 99% of whom lose money. It has become customary for new MLM startups to announce a pre-launch kickoff, stressing the importance of getting in early to get your place established before others. The implications are that those who get in early have a huge advantage over those who come in later. Of course, they are right. In any endless chain recruitment program, whether it be a chain letter, naked pyramid scheme, or MLM (a.k.a. product-based pyramid scheme), the pay plans favor early entrants. This ―establish your position now‖ invitation is about as blatant an admission that the MLM is a pyramid scheme as you can find. It is an acknowledgement that market saturation happens quickly and that early entrants have a decided advantage over those who come in later. MLMs with their endless chain of recruitment assume both infinite and virgin markets neither of which exists. They are therefore inherently flawed, deceptive, and profitable only for founders and a few early entrants or those placed at or near the top of the pyramid in the compensation plan. When the founders of any MLM announce a prelaunch or early signup opportunity, they are out to get your money. You are almost certain to lose money after subtracing all expenses, including products you must buy to qualify for commissions and rank advancement.
Ch. 8- 26 MLM is destined to be a major player in the distribution of goods and services in the future. Eventually most products will be sold by MLM, a relatively new form of marketing. Many retail stores, shopping malls, catalogues and most forms of advertising will be rendered obsolete by MLM. Why advertise, when word-of-mouth advertising works so much better?
The economy is not looking good for businesses and for those struggling to find work – or just to survive. But MLMs are growing and profiting. Liquidate what you have and invest in MLM, so that you can regain control of your finances, along with others who have found this savior of their financial well-being. To require ―direct sellers‖ (MLM participants) to disclose average income, a list of references, criminal background of founders, etc. would be an ―intolerable burden‖ for persons who are working from home – with limited resources, trying to make ends meet, etc.
293
This is an old argument for getting on board with ―network marketing.‖ The fact that less than 1% of all sales nationally are made through MLM, after over 30 years of promising to be a major player, should tell you something. Robert FitzPatrick offers this insightful comment: ―MLM . . has been around since the late 1960's. Yet, today it still represents less than one percent of US retail sales. In year 2000, total US retail sales were $3.232 trillion, according to the Dept. of Commerce. In that time, MLM's total sales were about $10 billion. That is about 1/3rd of one percent to annual retail sales, and most of this sales volume is accounted for by the purchases of hopeful new distributors who are actually paying the price of admission to a business they will soon abandon. Not only are MLM sales insignificant in the marketplace, but MLM fails as a sales model also on the other key factor – maintaining customers. Most MLM customers quit buying the goods as soon as they quit seeking the "business opportunity." There is no brand loyalty [after quitting]. These basic facts show that, as a marketing model, MLM is not replacing existing forms of marketing. It does not legitimately compete with other marketing approaches at all. Rather, MLM represents a new investment scheme that uses the language of marketing and sales of products. Its real products are distributorships which are sold with misrepresentation and exaggerated promises of income. People are buying products in order to secure positions on the sales pyramid. The possibility is always held out that you may become rich if not from your own efforts then from some unknown person who might join your 'downline,' the 'big fish' as 293 they are called.‖ Don‘t be fooled. Opportunity scams thrive during times of fear and uncertainty. This is because many people are desperate and will grasp at anything that offers hope, no matter how phony. As Chapter 7 clearly shows, you will not improve your situation by participating in MLM, but are much more likely to fall further behind, especially if you borrow on your credit cards to invest in the products and services necessary to ―do the business.‖ Providing prospects with a one-page disclosure document prepared by the company is nothing compared to the Franchise Disclosure Document that the FTC requires franchisors to give to prospective franchisees before they can sell a franchise. This deceptive argument was actually accepted by FTC officials in its final Business Opportunity Rule.
―The Myth of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick. Available from pyramidschemealert.org
Ch. 8- 27
Misrepresentations regarding emphasis on recruitment over selling to non-participants – and on the recruitment process itself: MLM misrepresentations
The truth
We are not in the business of recruitment. We in the MLM field don‘t earn a dime unless we sell products. Our signup fees are nominal (usually less than $50), with almost no profit made from selling a simple startup kit. Of course, many who sign up love the products and go on to build a business of their own.
The DSA is on record as stating: ―One thing all firms regardless of structure or compensation plan have in common is the continuing need to recruit new salespeople to their organizations. Recruiting is the 294 lifeblood of the industry. .‖
Build your business by duplication. Buy five of these ―business in a box‖ packages now, sell them to five people, and ask each to do the same, etc. Be a ―product of the products‖ by signing up for monthly shipment of these items. Soon you will be reaping huge commission checks.
This is how recruitment-driven MLMs earn fortunes for their top recruiters. Commissions from initial and ongoing purchases by new ―distributors‖ (in hopes of profiting) is the life blood of their business. The promised rewards never come, except to those who recruit their way to the top of a pyramid of participants. Take away the ―opportunity‖ inducements for participant purchases, and these companies would fall like a house of cards. If MLM participants understood what was happening to them, they would fear accumulating further losses by continuing to invest in the MLM. The truly lucky ones are those who refused to buy what their recruiters pressured them to buy – or got out as soon as they suspected the ―business‖ was not a legitimate business. For potential personal gain, you are exploiting those you care about the most. In other words you are squandering your social capital. You may even antagonize and drive away those nearest and dearest to you. A business that incentivizes you to deceive and exploit friends and family – and anyone else for that matter – for personal gain could be considered immoral or unethical. Every one of the hundreds of MLM compensation plans I‘ve studied (with the possible exception of some party plans) clearly rewards recruiting far more than retailing so much so that anyone who understands the escalating incentives to build a larger and larger downline would not waste time trying to sell products to non-participants. And I would bet that the ―34% of direct sellers [who] do not earn money from the sales of others‖ includes some non-MLM direct sellers. This is a common deception used by the DSA – to lump MLM with legitimate direct sellers for statistical purposes to make them look better than they are. As far as recruits‘ getting involved just to buy at a discount, our pricing studies show that even at wholesale, MLM products are not competitively priced to compete with shelf items.
Fear of loss (of potential income by not recruiting aggressively) is a great motivator.
You will be helping your friends and family, as well as work and church associates, by offering them the opportunity to join your team (i.e., recruiting them into your downline)
.. . Recruiting is not a requirement for individual success in direct selling, and compensation must always be based on the sale of products and services – whether your own sales or the sales made by your recruits. Consider the following: Thirty-four percent of direct sellers do not earn money from the sales of others, but just from 295 their own personal sales. And what about those customers? It is true that most direct sellers are also consumers of the products and services they sell – for many they got involved after having already used the products, and some get involved just to buy those products at a 296 discount.
294 295 296
DSA Comments to the FTC on its proposed Business Opportunity Rule, 2006 1999 National Salesforce Survey, MORPACE International, Inc. (Quoted in Direct Selling 411 Source: 2004 General Public Attitudes Toward Direct Selling, Burke, Inc.
Ch. 8- 28 All you have to do to be really successful in this (MLM) business is to recruit a few good ‗business builders‖ who are motivated to build a business, and they will build your downline – along with a handsome income – for you. Given the right business builders in your downline, you‘ll never have to work again. Dr. So-and-so is using the products on his patients who are experiencing great results. Many of them have gone on to build their own business with his help. He certainly wouldn‘t lie to us.
Do your due diligence before you make a decision on joining our program. Here are some materials that will help you make the right decision. Also, you will want to come to this meeting to hear Mr. Gotrocks because he had the same concerns you did before he started and now he‘s a Diamond, drives a Mercedes, etc. Don‘t give up your day job just yet. Just spend a few hours a week building your business, and you will soon be able to kiss that cursed job goodbye.
You may know someone who had a bad experience in MLM, or had a bad experience yourself. But THIS one is different. No other MLM has products that can compete with these, and people are improving their lives by using it. The compensation plan is more generous and fair than the others. Those who get on board with this program now are going to make a killing.
Traditional network marketing is now obsolete and we will show you the only profitable way a network marketing business can and should be built. Forget everything you have ever been told about MLM. Throw out your "phone verified" leads, cheesy corporate marketing manuals, expensive advertising co-ops, pay per click leads, ―fully automated systems", genealogy lists, motivational cds, all of it. This won't make me popular with the big MLM corporate executives who have no idea what the average distributor goes through in trying to build their
The search for ―business builders‖ is really a search for aggressive recruiters in a recruitment-driven product-based pyramid scheme. Given a good understanding of the difference between a productbased pyramid scheme and a legitimate direct selling program, this is tantamount to an admission that one is conducting a product-based pyramid scheme. (See chapters 2 and 5.) Unfortunately, some health professionals are using their position to sell MLM health products to their patients and to recruit and train them in helping to build a ―team of health-conscious‖ participants. These professionals are crossing some ethical boundaries which can lead to some highly unprofessional behavior, as well as to substantial losses. One young doctor lost over $250,000, and she was instrumental in causing losses suffered by patients and numerous colleagues. By ―due diligence,‖ the recruiter means that you should read the MLM‘s promotional materials and listen to the speeches of one of the TOPPs at an emotionally charged opportunity rally of true believers. But whatever you do, don‘t do a Google search for MLM scams or negative information on this particular company. Here is an appeal to security needs. The thought of building a side business that will replace a job you may hate or that pays poorly or that requires a long daily commute, etc. can be very appealing. But keeping the job to pay bills while pursuing the MLM dream makes some sense. However, sooner or later, the new recruit becomes sucked into a continual round of incentivized purchases of products, paid company events, ―tools for success,‖ etc. Savings may be liquidated or credit card balances heightened before the person can‘t continue or finally decides to quit. Of course, the promised ability to quit their job as their financial situation improves never happens. This acknowledgement that other MLMs have not worked can sometimes disarm the resistance of prospects who don‘t have a favorable impression of MLM. However, though each MLM may have some unique features, few people have the sophistication to identify the features in the compensation plan that assure the money goes mostly to TOPPs and that the company coffers are enriched at the expense of a continual supply of new recruits who buy products to attempt to move forward, only to quit and be replaced by others who are similarly misled. I am not going to comment on all the hype and deceptions contained in this invitation, but it is a classic example of the many invitations on the web to join or buy into a program that will correct all the problems with MLM. The most important concept that‘s missing in this criticism of the industry and the author‘s solution to it is that MLM is an INHERENTLY FLAWED ENDLESS CHAIN RECRUITMENT SYSTEM, and no lead system, miracle products, or improved compensation plan will correct it (although
Ch. 8- 29 business. I don't care. Millions of people join a home business and have no idea that they're being lied to. I‘m going to give you 100% FREE information on how to build a massive MLM business that will rock your world. You will be so completely blown away by what you learn, I believe it will be a life changing moment. Why? Because you will be able to immediately implement what I tell you, without spending any money, and within 1 hour from now, you will generate results you never thought were even possible. It doesn‘t require any skill, talent, money, or motivation. Try what I say, for free. And you will realize that you just found a way to build a massive, lucrative online business. Every single failure in MLM is caused by one problem and one problem only. And all of the lame training, audios, videos, marketing manuals, industry gurus, and rah rah seminars are attempts to get you to overcome this one problem. Obviously and unfortunately, it doesn't work for 99% of the people. I am are not going to show you how to overcome this problem like everyone else. For the first time ever in this industry, we have eliminated the problem. We have eliminated the one problem that causes every single failure in this business. And we are the ONLY company that has ever done this. Building a business for yourself and everyone in your entire organization has now become easy. You will be able to immediately implement this new approach, for free. This information is so powerful, within one hour, you will start generating massive results that will dwarf every business accomplishment you have ever made in the past and will dwarf even what you thought was possible. Finally, your wildest dreams of what is possible are about to become true. Just fill out the form 297 below.
it may be possible to ameliorate some of its effects. For example, not paying commissions on downline sales, but only on sales to non-participants, would give it less of a pyramidal recruitment emphasis.).
Misrepresentations regarding MLM compensation plans and promised or actual income from MLM participation: MLM misrepresentations
The truth
MLM is like insurance, investing, inventing, acting, and writing in that hard work at the outset yields residual income for the rest of your life. This is done be ―leveraging‖ the efforts of your downline – so you can retire early, travel, etc.
The odds of success in MLM is more like gambling than legitimate residual income. It appeals to the ―something for nothing‖ mentality. A kind of MLM addiction has been observed in some ―true believers.‖ The large residual incomes reported are as much the result of time of entry and willingness to deceive prospective recruits as of payoff for hard work. To succeed in MLM, one must leverage one‘s deceptive recruiting through others who can be persuaded to do the same. Fair? Most MLM compensation plans are weighted heavily towards those who got in early or scrambled
Standard jobs are not rewarded fairly. In MLM, you can set your own standard for earnings. 297
―MLM Lies Exposed,‖ at - mlmliesexposed.com/
Ch. 8- 30
Average earnings statements on official reports make MLMs appear highly profitable for participants. For example, one MLM company report of ―actual income‖ of distributors may state that ―.16% of active distributors have achieved the level of Blue Diamond,‖ whose average earnings exceed $500,000 a year. This is made to appear to be respectable odds of success.
―Anyone can do this" (i.e., earn a very large residual income like these top participants we are showing off that come to opportunity meetings in their Hummers and luxury cars.). Company payout to participants is reported as ―earnings‖ to them.
to get to the top of a pyramid of participants. MLM is the epitome of an unfair and deceptive practice. This is a mathematical trick MLM promoters play on unsophisticated recruits. MLM reports of average income of participants are full of such deceptions. When statistics are presented without deception, the ―opportunity‖ is not so attractive. The ―.16%‖ is 0.16% – or 0.0016 (dropping the % symbol). This is equivalent to odds of one in 625. And for statistical integrity, ALL who signed up as distributors should be factored in, but MLMs eliminate dropouts in their statistics – a huge deception. With less than 10% remaining after five years (the minimum time those at the top in the pyramid have been in the scheme), the number should be reduced by at least 90%. This leaves odds of 0.00016 of reaching the top level where the money is made, or 298 odds of 1 in 6,250! This looks far worse than ―.16%‖ Holding up top earners as examples of what others can do is deceptive. It is unfair to sell tickets on a flight after the airplane has already left the ground. The fact is that every MLM requires ―pay-to-play‖ or a quota of minimum purchases in order to qualify for commissions and/or advancement in the scheme. In addition, in order to climb the ladder in the hierarchy of distributors to a level where actual profits are realized, one must recruit aggressively. In a one-year test of the cost of conducting a successful recruitment campaign, I found the operating expenses to be significant (over $25,000 in today‘s dollars) – just like for any recruitmentoriented business. The combination of ―pay-to-play‖ and operating expenses raises the breakeven bar such that it is extremely rare for any MLM recruit to actually earn a profit after subtracting such expenses. Read Chapter 7.
Legitimate direct selling companies are very careful to represent earning potential accurately. The DSA Code of Ethics requires companies and their sales force members to provide potential independent sellers with accurate information about the company‘s pay structure, products and 299 sales methods. Here is our ―Executive Summary‖ of information on this unprecedented decision. Note what you can make by following this ―proven success program.‖
298 299
See the book ―How to Lie with Statistics.‖ Direct Selling 911 web site
Out of hundreds of MLMs I have analyzed, I have never seen earning potential or average earnings represented honestly. All published company reports of average earnings of MLM participants leave out attrition, or those who dropped out, as well as money paid in to the company for incentivized products and services, not to mention minimal operating expenses common to all recruitment-focused MLMs. Projections of income based on calculated extension of formulas embedded in the compensation plan are seldom balanced with a discussion of the abysmal odds of getting to the levels where such high levels of commissions are possible. If less than 1 in 25,000 achieve that goal, and those are mostly persons who got in at the beginning of the recruitment chain, is it
Ch. 8- 31 fair to present it as a real possibility? Again, new recruits are being sold tickets to flights that have already left the ground. People choose to get involved in direct selling for a variety of reasons. Some hope to make it a fulltime career, but most sign up to either earn a little extra money or to receive a discount on their own 300 purchases.
When considering the dropout rate, one also has to consider direct sellers who get involved for several months each year to earn extra money for family vacations, holiday gifts or other seasonal purchases. These sellers don‘t ―drop out‖ because they weren‘t successful, they drop out because they achieved their goal and don‘t choose to sell all year. For many, they‘ll join again the next year and drop out just the same. In most MLM reports of average income of participants, gross commissions is reported as though it is net income. Never are the incentivized purchases and other products from the company subtracted when calculating average income. The spokesmen and bean counters in the MLM company claim they cannot determine what participants have spent on operating expenses. Legitimate direct selling opportunities offer the flexibility to set your own goals and achieve them 302 on your own terms. ―More than half of direct sellers report that their net income from direct selling, after taxes and 303 expenses, is positive.‖
Over 13.6 million individuals sold for direct selling companies as independent contractors with 305 estimated retail sales of $29 billion in 2004. 300
301 302
The last two reasons given are manifestly false. Of the hundreds of compensation plans I have personally analyzed, none have offered sufficient payout to cover incentivized purchases, not even including minimum operating expenses. It would be extremely rare for any MLM participant without a huge downline (which requires enormous time and resources) to report a profit on their income taxes – especially if they counted products they purchased that they would not have purchased except to meet quota requirements for commissions or advancement. It would also be a very gullible person to pay the inflated prices for overhyped products, such as health products (―pills, potions, and lotions‖), Internet services, or travel services. Since MLM compensation plans primarily reward downline recruitment, and one cannot maintain resultant "residual income" on a seasonal basis, this is an empty promise – about as empty as they 301 come.
In many cases, even participants at fairly high levels in the pay plan are losing money – or at least not reporting an income on their taxes. (See report on preparers of Utah tax returns in Chapter 6.) In any case, a simple formula of money in versus money out (money paid to participants subtracted from money paid into the company by participants) would reveal an alarmingly high loss rate – made even worse when all expenses are subtracted. MLM participants (unlike legitimate direct sellers) can set their own goals, but not on their own terms. They must conform to a rigid compensation plan and often a very restrictive ―policy and procedures‖ document. Based on tax studies and analysis of all of the MLMs for which I have been able to obtain data on average earnings, this DSA statement is blatantly false. I can only assume that the research that was sponsored 304 by the DSA was mixing non-MLM data with MLM data – common technique used by the DSA to make the numbers look acceptable. Very misleading. My calculator tells me that this would mean participants average retail sales was $2,132.35 each for the year. Considering the fact that
Direct Selling 911 web site
See Chapter 6
Direct Selling 911 web site Direct Selling 911 web site 304 2002 National Salesforce Survey, Research International, Inc.) 303
305
Direct Selling 911 web site (DSA 2005 Growth and Outlook Survey)
Ch. 8- 32
The ―passive income‖ of successful MLM business builders is like that of a very successful author or inventor, yielding royalties or ―residual income‖ forever without having to put forth any additional effort.
The income stream you establish from building your (downline) business can be willed or passed on to your heirs, leaving them with a substantial fortune, or at least a residual income that will greatly improve their lives.
Our MLM has an unprecedented compensation plan that is far more fair and liberal in its payout than those of other MLMs.
Here is our ―Executive Summary‖ of information on this unprecedented decision. Note what you can make by following this ―proven success program.‖
In a survey of respondents to the FTC‘s proposed Business Opportunity Rule, we asked seasoned MLM participants if they were making any money. Most responded ―yes.‖ Then we asked if they had reported a profit on their income taxes. Again, a ―yes‖ answer. They also claimed to be using their MLM business as a tax writeoff. MLM spokesmen often speak on investor conference calls, as reflected in their financial statements, that they are entering ―emerging markets‖ and/or introducing new products with an exciting new ―product launch‖ - giving the impression of an innovative and growing direct selling company.
306
See Chapter 2
MLM product prices are not competitive (See Chapter 4) and that compensation plans are so top heavy that there is almost no incentive to sell to nonparticipants, they must be including sales to downline participants as retail sales. The royalties coming from intellectual properties such as inventions or books is totally passive, once the work is done, except for a few speaking tours and interviews, etc. But with MLM, the work is anything but passive. One‘s downline must be carefully tended and encouraged to buy products and recruit others to do the same – often with aggressive and expensive recruitment campaigns to replace those who are dropping out at a rapid pace. This is a pipe dream for all but a handful of TOPPs (top-of-the-pyramid promoters) who are in the driver‘s seat of a large MLM. But even then, without constant tending and recruitment, the downline can unravel rather quickly as 99% of participants eventually drop out. Unless your heirs are as aggressive as you at recruitment and ―playing the game,‖ they may wind up having to work for a living. This is not the worst thing that could happen to them. Out of hundreds of MLM compensation plans I have analyzed, all have the same five commonalities that cause extremely high loss rates and that clearly separate them from legitimate selling or small business opportunities. Such claims are pure hype for an independent analyst experienced in scrutinizing 306 product-based pyramid schemes. Projections of income based on calculated extension of formulas embedded in the compensation plan are seldom balanced with a discussion of the abysmal odds of getting to the levels where such high levels of commissions are possible. If less than 1 in 25,000 achieve that goal, and those are mostly persons who got in at the beginning of the recruitment chain, is it fair to present it as a real possibility? Again, new recruits are being sold tickets to flights that have already left the ground. When we asked these same people ―Which is greater – the money you are receiving from the company in commissions and bonuses, or the money you are paying to the company for products and services. They nearly all either said they don‘t know or ―That is information we can‘t disclose.‖ As explained in earlier chapters, MLM companies must avoid inevitable market saturation and collapse by re-pyramiding into new markets and/or with new product divisions. This is because they are all built on unlimited recruitment of endless chains of participants, who are the primary customers. No MLM market can sustain itself without extending its recruitment efforts to other markets.
Ch. 8- 33
Misrepresentations regarding success and failure, or retention and attrition (dropout) rates among MLM participants: MLM misrepresentations
The truth
Turnover, as in any business, is a reality that assures an ample supply of available prospects.
Again, with few real customers, MLM products are sold by recruiting a revolving door of new ―distributors‖ who buy products to ―do the business.‖ And since people perceive the opportunity as dwindling with each new ―distributor,‖ market saturation requires promoters to recruit elsewhere. So MLMs quickly evolve into Ponzi schemes, requiring the opening of new markets in foreign countries and/or new product divisions to repay earlier investors, as has happened with Amway (now Quixtar) and Nu Skin (which became IDN, then Big Planet and Pharmanex). It‘s not turnover as in a normal business, but continuous churning of new recruits to replace dropouts.
If you fail at this program, it is because you failed to properly ―work the system.‖
The system itself dooms nearly all participants to failure. MLM is built on an endless chain of recruitment of participants as primary customers. It assumes both infinite markets and virgin markets, neither of which exist. It is therefore inherently flawed, fraudulent, and profitable only for founders and those at or near the top of their respective pyramids of participants. Even with their best efforts, 307 the vast majority will always lose money.
―In any business, one must invest time and money to be successful.‖ Like anything else, you can expect to get out of it what you put into it.
Independent research, supported by worldwide feedback, suggests that the more a person invests in an MLM in time, effort, and money, the more he/she loses – which is true of any scam. Committed MLM participants may continue investing thousands, and even tens of thousands of dollars, over many years before running out of money or giving up. Conversely, in legitimate companies, sales persons are not expected to stock up on inventory or subscribe to monthly purchases. But in MLM, incentivized purchases (required to participate in commissions and/or advancement) are merely disguised or laundered investments in a pyramid scheme
―It takes time to build any business.‖ ―This is not a get-rich-quick scheme, but a ‗get-rich-slow‘ program.‖ ―While the potential rewards are great, don‘t expect instant success,‖ etc.
307
See Chapter 7.
MLM promoters sell recruits on their programs as a business opportunity that takes time to build, but to get around state regulations on the sale of business opportunities, they present it to authorities as a ―direct selling‖ opportunity (see above). However, In legitimate direct sales programs, sales persons earn commissions right away and don‘t have to wait months or years for commissions to exceed
Ch. 8- 34 This myth [that approximately 99.9% of direct sellers lose money] is also quite interesting because it essentially asserts that 15.2 million people in the US and 60 million people around the world continue as direct sellers despite losing money. Are we to believe the 5% of the US population would continue in a business where they are losing money? Simply put, most people do not lose money in direct selling. Neither the 308 facts nor common sense supports that theory.
expenses Again, the DSA mixes data from MLM participation with legitimate direct selling. And we who advocate for consumers have observed a strong tendency for people who have ―drunk the Kool-aid‖ of MLM to keep trying to make their MLM business work for them or will jump from one MLM to another in hopes of finding the right MLM for them - one that pays fairly and generously for their Herculean efforts to build a downline. I have communicated with victims of MLMs that have strung them along with empty promises for ten or twenty years, only to fall further and further behind financially.
A DSA spokespersons declared: ―No one should feel like a failure if it [MLM participation] doesn‘t 309 work out for them.‖
When a person has knocked themselves out and lost his or her life savings (or maxed out their credit cards) as a result of having been taught that if they ―work the system‖ correctly, their success is guaranteed, it seems rather hollow to suggest that they should not feel like a failure. If not them, then 310 who is to blame? Could it be - - - the SYSTEM???
Turnover, as in any business, is a reality that assures an ample supply of available prospects.
Again, with few real customers, MLM products are sold by recruiting a revolving door of new ―distributors‖ who buy products to ―do the business.‖ And since people perceive the opportunity as dwindling with each new ―distributor,‖ market saturation requires promoters to recruit elsewhere. So MLMs quickly evolve into Ponzi schemes, requiring the opening of new markets in foreign countries and/or new product divisions to repay earlier investors, as has happened with Amway (now Quixtar) and Nu Skin (which became IDN, then Big Planet and Pharmanex). It‘s not turnover as in a normal business, but continuous churning of new recruits to replace dropouts. This idea that our success is determined by our attitude or belief system is a nice platitude and does have some applications, but only when doing something that has validity. This reminds me of the film ―Believe,‖ which is a mockumentary about Amway-style MLM programs. Those at the bottom of the pyramid are ―Believers,‖ and those at the top are ―Supreme Believers.‖
If you don‘t succeed, it is because you don‘t really BELIEVE in our system and what it can do for you. You attitude is all important - you attract what you really believe in. Think success, and you will be successful.
Reports of high MLM dropout rates are exaggerated. Nearly four in five (78%) direct sellers who are in direct selling for less than a year report that they are very or extremely likely to continue as a direct seller in the future. In addition, in a survey of former direct sellers, only 34% of them had a tenure in direct selling of less than one year at the time they dropped out from 311 direct selling.
308
It appears the DSA is using a prestigious survey research firm to get the results they want by furnishing data that lumps MLM participation with legitimate direct selling.
Quoted in DS411 ―Top 10 Myths & Facts about Direct Selling‖ posted on the directselling411 web site. 310 See Chapter 2 311 1997 Survey of Attitudes Toward Direct Selling, Wirthlin Worldwide. Quoted on Direct Selling 411 web site. 309
Ch. 8- 35 ―MLM has a 97% fail rate.‖ ―Only 5% of people make any money in MLM.‖ ―Only 10% of those who do network marketing achieve their goals.‖
These kinds of statistics are thrown out all over the Internet and cited at MLM opportunity meetings‖ Almost none of them have any serious research to back up their figures. The reason this is important issue is that the inverse of loss rate is success rate. Actually, the loss rate is far worse than even MLM insiders suspect or admit to. Those of us independent researchers who have obtained actual average earnings reports and other data from the MLM companies agree that the loss rate falls in the range of from 99% to 99.99%, depending on the company.
The high turnover in MLM can be compared to high turnover among retail sales persons.
Robert FitzPatrick of Pyramid Scheme Alert recently wrote:
More than half of direct sellers report that their net income from direct selling, after taxes and expenses, is positive. In addition, a positive net income is reported by nearly half of new direct sellers — those representing their current company for less than a year — and by nearly half of direct sellers who say that they are not very likely or not at all likely to continue in direct selling in the future. In addition, research shows the following: four in five (82%) direct sellers have been with their current direct selling company for one year or more, and 47% for five years or more. 89% of direct sellers rate their personal experience in direct selling as excellent, very good, or good. 84% of direct sellers say that direct selling meets or exceeds their expectations as a good way to supplement their income or as a way to make a little extra money for themselves. 91% of direct sellers say that direct selling meets or exceeds their expectations as a business where the harder they work the more money they 313 314 can make.
312
For attrition rates, you may find DSA's latest statement of interest. They state that the average turnover rate in MLM is over 50%, but then go on to compare that number with turnover rates in the traditional "retail" sales industry. This, as we would expect, is spurious. Retail sales in stores is seasonal and, by design, part time. And, as you work, you actually get paid so there is no relation to the attrition rate in real retail sales and financial loss. And you are not required or even induced to buy the goods in the store as part of your pay plan. Finally, MLMs should not be compared to retail sales at all, since few MLMers ever retail anything anyway. Since MLM is not sales work, but pyramid recruiting, it has no counterpart in the real world of 312 work or employment. These statistics are skewed in MLMs favor by mixing legitimate direct selling with MLM and using selection criteria for responses that fail to bring out negative responses, such as we consumer advocates receive frequently from victims worldwide. We know that approximately 99.9% (calculated from our latest data) of direct sellers lose money. In fact, if the outsized income of TOPPs (top-of-the-pyramid promoters) is eliminated from the calculations of average incomes, the loss rate is closer to 99.99%, which means that the chances of new recruits profiting is approximately ZERO. So such glowing statistics of widespread participant satisfaction should make a sophisticated analyst want to see the details of the study to see how the data sample was manipulated. (See Chapters 6 and 7.)
Letter to Jon Taylor dated October 21, 2010 2002 National Salesforce Survey, Research International, Inc 314 Quoted in DS411 313
Ch. 8- 36
Misrepresentations about the personal benefits of MLM – time freedom, improved lifestyle, supportive associates, opportunity to help others, etc.: MLM misrepresentations
The truth
MLM allows you to use your natural talents in ways that cannot be found in any other business activity. In MLM, you can be the master of your destiny.
Your talents can be better utilized building and promoting any honest business. You will be a slave to the phone, to meeting the qualifications for commissions and bonuses, and to continual pressure to recruit new participants to replace dropouts. You are also caught in a money trap of hyper-consumption. In truth, you make money by deceiving others, by recruiting and selling them on investing money in a program that will cause them almost certain financial loss. ―Sages of the ages,‖ as well as oracles from most of the world‘s great religions denounce the acquisition of monetary wealth as a source of lasting happiness. Those who become the most involved in MLM frequently lose their sense of what constitutes true wealth – friends, family, service to God and one‘s fellowman, the search for truth and wisdom, a life well lived, etc. With MLM, one can actually LOSE one‘s time freedom. I like the way Robert FitzPatrick put it: Decades of experience involving millions of people have proven that making money in MLM requires extraordinary time commitment as well as considerable personal wiliness, persistence and deception. Beyond the sheer hard work and special aptitude required, the business model inherently consumes more areas of one‘s life and greater segments of time. In MLM, everyone is a prospect. Every waking moment is a potential time for marketing. There are no off-limit places, people or times for selling. Consequently, there is no free space or free time once a person enrolls in MLM system. Under the guise of creating money independently and in your free time, the system gains control and dominance over people's entire lives and requires rigid conformity to the program. This accounts for why so many people who become deeply involved end up needing and relying upon MLM desperately. They alienate or abandon other sustaining relationships. Some MLMs operate like a cult with an ―us vs. them‖ mentality. Watch how quickly the team ostracizes you when you quit or discover contrary information about the legitimacy of the program. Think instead of all the people you can help by staying away from MLM and not recruiting others. They will not lose money in what is essentially an endless chain scam. They will do better with almost any honest work.
In MLM, you can‘t make money without helping others succeed.
MLM offers not just a nice income, but a truly fulfilling life, with the means to enjoy the good life. (The happiness of participants living a life of luxury and ease is portrayed in sales materials used in recruitment – and in luxury cars driven by leaders.) The time freedom you can get from MLM can be found nowhere else. You can have more time to enjoy friends and family and other personal pursuits, etc.
You will belong to a great support team. In MLM, you have a whole network of people willing to help you succeed and be your friends. When you are earning all that money (in MLM), just think of all the people you will be able to assist in some way.
Ch. 8- 37 315
NOTE: the next five misrepresentations are debunked by Robert FitzPatrick: MLM is the best option for owning your own MLM is not self-employment. 'Owning' an MLM distributorship is an illusion. Some MLM companies business and attaining real forbid distributors from carrying additional lines. Most economic independence. MLM contracts make termination of the distributorship easy and immediate for the company. Short of termination, downlines can be taken away with a variety of means. Participation requires rigid adherence to the 'duplication' model, not independence and individuality. MLM distributors are not entrepreneurs but joiners in a complex hierarchical system over which they have little control. MLM is a new way of life that offers happiness The most prominent motivating appeal of the MLM and fulfillment. It is a means to attain all the good industry as shown in industry literature and presented at recruitment meetings is the crassest things in life. form of materialism. Fortune 100 companies would blush at the excess of promises of wealth and luxury put forth by MLM solicitors. These promises are presented as the ticket to personal fulfillment. MLM's overreaching appeal to wealth and luxury conflicts with most people's true desire for meaningful and fulfilling work in something in which they have special talent or interest. In short, the culture of this business side tracks many people from their personal values and desires to express their unique talents and aspirations. Success in MLM is easy. Friends and relatives The commercialization of family and friendship are the natural prospects. Those who love and relations or the use of 'warm leads', which is required support you will become your lifetime customers. in the MLM marketing program, is a destructive element in the community and very unhealthy for individuals involved. Capitalizing upon family ties and loyalties of friendships in order to build a business can destroy ones social foundation. It places stress on relationships that may never return to their original bases of love, loyalty and support. Beyond its destructive social aspects, experience shows that few people enjoy or appreciate being solicited by friends and relatives to buy products. The use of spiritual concepts like prosperity MLM is a spiritual movement. consciousness and creative visualization to promote MLM enrollment, the use of words like 'communion' to describe a sales organization, and claims that MLM is a fulfillment of Christian principles or Scriptural prophecies are great distortions of these spiritual practices. Those who focus their hopes and dreams upon wealth as the answer to their prayers lose sight of genuine spirituality as taught by all the great religions and faiths of humankind. The misuse of these spiritual principles should be a signal that the investment opportunity is deceptive. When a product is wrapped in the flag or in religion, buyer beware! The 'community' and 'support' offered by MLM organizations to new recruits are based entirely upon their purchases. If the purchases and enrollment decline, so does the 'communion.
315
―Ten Myths of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick. Available from pyramidschemealert.org
Ch. 8- 38 MLM is a positive, supportive new business that affirms the human spirit and personal freedom.
MLM marketing materials reveal that much of the message is fear-driven and based upon outright deception about income potential. Solicitations frequently include dire predictions about the impending collapse of other forms of distribution, the disintegration or insensitivity of corporate America, and the lack of opportunity in other professions or services. Conventional professions, trades and business are routinely demeaned and ridiculed for not offering 'unlimited income.' Employment is cast as wage enslavement for 'losers.' MLM is presented as the last best hope for many people. This approach, in addition to being deceptive, frequently has a discouraging effect on people who otherwise would pursue their own unique visions of success and happiness. A sound business opportunity does not have to base its worth on negative predictions and warnings.
Misrepresentations relating to credibility of the MLM, its leaders, and important persons whose names are somehow associated with it: MLM misrepresentations
The truth
Former presidents and other very reputable people have endorsed our MLM or spoken at our events.
This credibility argument is used with many scams, including the Bernie Madoff Ponzi scheme. As for speaking fees, it should be no surprise that the time and names of notables can often be bought. Communications with top officials of MLMs convince me they don‘t wake up each morning wondering how many people they can defraud of their money that day. MLM leaders at even the highest levels of the company resolve ―cognitive dissonance‖ between what they say or believe and the harm done by their program by highly developed self-deception and denial. They also typically interract with the TOPPs (top-of-the-pyramid-promoters), or kingpins, in their organizations and not with the victims at the bottom of their respective pyramids. These men have ownership in some MLM companies, but do not participate in the endless chain of recruitment. They are simply cashing in on an MLM as one of many investments they profit from. They did not originate the schemes. The mafia supported local charities. And because a bank robber donates some of his take to charity, does that excuse the robbery?
The founders and leaders of this MLM are highly experienced and reputable people who would not want to cheat anyone. They are certainly not criminals.
Warren Buffet and Donald Trump, who are famous for their riches and extremely successful careers, think MLM is a great way for the average person to accumulate wealth. Our MLM company invests in very worthy (and visible) humanitarian causes. ―. . . direct selling companies gave an estimated $90 million to charitable causes in 2003. When asked if they contribute any money, goods or services to social programs, 89 percent of the direct seller respondents said they contributed to 316 human services programs and charities.‖ 316
Estimated Social and Economic and Social Contributions of the U.S. Direct Selling Industry, Ernst & Young, Feb. 15, 2006. Quoted by DSA in its comments to the FTC, objecting to its Proposed Business Opportunity Rule (July 17, 2006)
Ch.8- 39 The founders and leaders of our MLM are highly experienced and reputable people who would not want to cheat anyone. They are certainly not criminals.
Communications with top officials of MLMs convince me they don‘t wake up each morning wondering how many people they can defraud of their money that day. MLM leaders resolve ―cognitive dissonance‖ between what they say or believe and the harm done by their program by highly developed self-deception and denial. They also typically interract with the TOPPs (top-of-the-pyramid-promoters), or kingpins, in their organizations and not with the victims at the bottom of their respective pyramids. 317
NOTE: The next four misrepresentations were debunked by John Fogg The Wall Street Journal had at one time said that The U.S. sells about $6 trillion plus worth of goods by the year 2000, 60 to 70 percent of all goods and services per year - give and take ten or twenty and services would be sold through MLM. billion. By the most aggressive accounts, network marketing (which for the sake of quoting really BIG numbers must include the Direct Selling industry) accounts for $50 billion in annual sales. More conservative estimates put the figure at a maximum of $15 to $20 billion worldwide. Some 20 percent of all the millionaires in America Twenty percent of all the millionaires in America were not created through network marketing. By most were created through network marketing. accounts, as many as 90 percent of them were created through real estate, 90 plus 20 equals 110, and that kind of math would get an F in any school. Network marketing is taught at Harvard and Not true. As Harvard 'B' School professor Thomas Stanford business schools and in numerous other Bonora said in an article in Marketing News: leading colleges and universities throughout the We do not teach such methods [MLM] at the Harvard Business School; they are not part of the curriculum; country. to my knowledge, they are not taught at this or any other reputable business school in the country . . . Multi-Level Marketing schemes, like chain letters and other devices, sometimes are at the borderline of what is legal -- and over the borderline of what is ethical . . . He concluded by saying that examples of legit MLMs are few and far between. Stanford officials have refused to react to this statement, apparently not considering such a claim as worthy of any comment. Some 20 percent of all the millionaires in America Twenty percent of all the millionaires in America were not created through network marketing. By most were created through network marketing. accounts, as many as 90 percent of them were created through real estate, 90 plus 20 equals 110, and that kind of math would get an F in any school. John Naisbitt, in his best-selling book, John Naisbitt never mentioned network marketing in Megatrends, said network marketing is the wave Megatrends, Megatrends for Women, or anywhere else for that matter. You can't even find a mention in of the future. back issues of his far more liberal ―Trend Letter.‖ ―Proprietary density‖ (unique verbage) to Explanation of compensation plans for legitimate obfuscate explanation of pay plan leaves recruits direct selling programs are coparatively simple and straightforwarad. confused and deceived; e.g., ―unlimited income.‖
NOTE: The foregoing are merely samples of the misrepresentations that are used to mislead prospects into joining an MLM. I am continually learning of new MLMs and additional misrepresentations used to promote or justify them. 317
―Four Lies about MLM,‖ by John Fogg. posted on MLMwatch.org In 2002
Ch.8- 40
Ch.9- 1
Chapter 9: VILLAINS AND VICTIMS – Who or what is responsible for MLM abuse? Who are victimized by MLM? What is the impact of MLM on individuals and families? On the business community? On society at large? MLM‘s villains
Chapter contents Introduction and summary MLM‘s villains MLM‘s victims Why victims seldom complain MLM‘s personal and social costs of MLM Complaints filed with the FT show a surprislngly strong pattern of unfair and deceptive practices Conclusions
9-1 9-1 9-5 9-7 9-8
9-8 9-9
Appendix: 9A: Parable of the Missing Children 9-11 9B: Sample feedback: Impact of MLM on individuals and families 9-13 Feedback from around the world 9-21 Insights from professionals 9-23 Insights from MLM insiders 9-26 Mlm-thetruth.com reveals deceptions and other problems typical of MLM 9-28 Critics of mlm-thetruth.com 9-30 9C: Samples of complaints against MLMs filed with the FTC in 2013 9-34
Introduction and summary Most people who join an MLM buy some products, test the waters by approaching a few friends and/or relatives, and then quit without much fanfare after spending no more than few hundred dollars. But there is a significant portion of participants who lose thousands, even tens of thousands of dollars, after making Herculean but vain efforts to succeed in what is actually a flawed business model. Had they understood the deceptions and fallacies underlying all MLMs, it is likely they never would have joined and allowed themselves to be victimized with such predictable results. In this chapter we will explore who is to blame for this class of consumer abuse, what types of people are affected, and in what ways individuals, families, business, and society in general are impacted by MLM.
As established in prior chapters, the loss rate for MLMs is high enough and widespread enough throughout the industry that independent analysts would not consider MLMs to be legitimate business opportunities at all. But if people are harmed by MLM participation, who is responsible? Is the blame to be found in those who dream up the schemes, in those who promote and defend the schemes, in lax law enforcement, in gullible victims, or some other group of people? Or is the blame to be found in a fundamentally flawed business model – and inadequate laws to protect consumers? Below are the types of players that I believe deserve some of the blame for MLM abuses and for allowing such flawed systems to go forward at all. ―Anything goes‖ entrepreneurs seeking to make a killing. There is a certain class of entrepreneurs who believe that anything goes, as long as it‘s not illegal – or at least not enforced. They are opposed to strict government regulation and believe it is the consumer‘s duty to remember and observe the ―buyers‘ beware‖ dictum. In other words, if someone gets hurt in their MLM program, it‘s not their fault, but should be placed squarely on the victim‘s shoulders for not being wise in his spending and investment choices. I have heard conservative, pro-business politicians call this the ―stupidity tax;‖ i.e., ―they get what they deserve.‖ Some even see consumer protection efforts by government agencies as an encroachment on our free market system. They are for free markets and less regulation. MLM company leaders who don‘t understand – or don‘t want to understand – the harm. Some MLM
Ch.9- 2 leaders (founders, executives, and TOPPs (top-of-the-pyramid promoters) truly do not understand the inherent flaws in MLM as endless chain recruitment schemes. They interact mostly with high level people in the MLM organization, and therefore don‘t get much feedback from recruits who lose money and drop out. Since they live and work in an echo chamber of enthusiastic promoters, they ignore or remain in denial of the harm even when they see signs of serious problems, such as high attrition or high loss rates. In 2001, in the presence of two witnesses, I met with Corey Lindley, who was then CFO for Nu Skin Enterprises, Inc., about the deceptive reporting in their ―Actual Average Incomes‖ of distributors report. Mr. Lindley responded cynically, ―People don‘t pay any attention to those numbers.‖ Of course, why would Nu Skin officials want to tell the whole truth if they can obfuscate the numbers to make them appear innocuous? If true statistics were provided to prospects in a form that they could understand, no rational person would join. (See Chapter 7 where it is clearly shown that less than one in a thousand realizes a significant profit after expenses.) White collar criminals who find MLM an easy way to scam people. While this is not necessarily the norm for those leading this activity, we do occasionally hear of convicted or suspected criminals who start or promote MLMs. The rapid and huge gains that can be made can be very enticing to someone who is willing to set principles of fairness and honesty aside in order to cash in at others‘ expense. An Internet search for MLM leaders with criminal – or at least questionable – backgrounds can yield many examples. MLM company communicators, industry spokespersons, DSA lobbyists, and attorneys hired by MLMs. Those whose job it is to explain away the many problems that surface in this corrupt industry create and share arguments against whistleblowers who challenge the system and
plaintiff attorneys and their experts who present evidence of fraud. These paid pro-MLM forces, especially the DSA (Direct Selling Association), are well-funded and powerful. They may be acting purely out of pecuniary or self-serving interests and divorce themselves from concern for the well-being of the public. I saw this demonstrated in several legal cases against MLMs in which the experts hired by the defense repeated the same deceptions used by MLM spokespersons for decades. (See Chapter 8 for over 111 typical examples of misrepresentations used by MLM defenders.) Legislators responding to MLM special interests – and consumer protection officials influenced by them. Consumer protection has suffered as legislators have caved to the demands of MLMs willing to support their election campaigns with money and promises of support from a large block of voters. I witnessed this first-hand when the DSA and some Utah MLM companies drafted and lobbied the Utah State Legislature for a bill exempting MLMs from prosecution as pyramid schemes – so long as they offered ―consumable products.‖ When I spoke at the hearings, I found the attitude towards me to be quite hostile, as the room was full of DSA and MLM spokespersons and minions. One state senator, apparently influenced by implied support from a large block of ―90,000 direct sellers in the state‖ (according to deceptive DSA testimony in 2005) and donations towards his next election campaign, lectured all present on how in any business there are those who succeed and those who fail. He said that if a person invested in a program and didn‘t work hard enough or made foolish decisions, it was not the company‘s fault. His message, in essence, was ―You can‘t legislate morality.‖ His highly conservative associates all nodded their heads in agreement. Even Utah‘s Attorney General, Mark Shurtleff, testified in favor of a 2006 pro-MLM bill, saying it targeted ―only the really bad pyramid schemes – the ones that are not selling any legitimate products.‖ He was clearly misinformed on the subject – and not
Ch.9- 3 interested in getting informed. I later learned that the primary contributors to his campaign were MLMs. He also spoke at a USANA convention, a video of which was shown on YouTube in which he said, ―If I were not Attorney General, I would be a USANA distributor‖ – which brought wild applause! Complaint-based law enforcement does not work with endless chains. Since victims of endless chain schemes rarely file complaints, less than proactive regulators fail to see MLM as a problem. In the consumer protection function in law enforcement, generally the squeaky wheel gets the grease. No complaints – no action. It takes a truly caring, daring, and dedicated public official to stand up to the powerful lobby and defense forces of the MLM industry. In other words, this type of white collar crime is not one for which complaints are an effective trigger for action. Why do MLM victims remain silent? Victims almost never file complaints for a variety of reasons, including the following that we have observed in working with MLM victims: They blame themselves, since they‘ve been taught that anyone who properly ―works the system‖ will succeed and that if a new participant fails it is their fault, rather than the fault of the system. Since they are part of an endless chain of recruitment, they fear consequences for filing a complaint from or to those they recruited or those who recruited them, who may be close friends or relatives still in the program. They may fear self-incrimination, since in MLM every major victim has likely been a perpetrator, recruiting unwitting persons in order to cover their escalating expenses of participation. In the aforementioned legislative hearings, officials from the Utah Department of Commerce and Division of Consumer Protection testified that they had received only a couple of dozen complaints from victims of MLM companies. I knew from my research that Nu Skin victims alone numbered in the hundreds of thousands – mostly out-of-state. But as explained earlier, it is extremely rare for an MLM victim to file a formal complaint with authorities.
In its 2006 proposal for a new Business Opportunity Rule, the FTC noted318 The Commission staff‘s analysis of consumer fraud complaint data also demonstrates the prevalence of deceptive pyramid marketing schemes. For the period January 1997 through December 2005, Commission staff found that consumers lodged 17,858 complaints against pyramid schemes, reporting alleged aggregate injury level of over $46 million ($46,824,347). Indeed, complaints against pyramid marketing companies consistently ranked among the top 20 injury categories reported in consumer fraud complaints to the Commission.
As serious a problem as ―pyramid marketing schemes‖ may seem from these FTC complaint statistics, they grossly underestimate the problem. Since 99%319 of the over 15 million MLM participants320 every year lose money321 – all of whom joined the MLM based on a whole litany of misrepresenttations322 – the actual number of MLM victims every year easily exceeds ten million (including some long-term victims), and tens of millions more if you count overseas victims of U.S-based MLMs. Aggregate losses could amount to well over $10 billion per year in this country alone323. In fact, when these numbers are properly understood, losses from MLM fraud easily exceed all other classes of ―work from home‖ or ―business opportunity‖ fraud put together. (For background on this these statistics, see Chapters 2, 7, and 8.) In fact, if you extrapolate from the above statistics, the aggregate losses suffered by victims of MLMs since the 1979 Amway decision could easily be hundreds of billions 318
Federal Register / Vol. 71, No. 70 / Wednesday, April 12, 2006 / Proposed Rules 319 Chapter 7 320 DSA 2009 sales figures, dated 7-27-2010 – showing 16.1 million ―direct sales representatives‖ – which DSA admits are mostly MLM participants 321 Chapter 7 322 Chapter 8 323 DSA 2009 sales figures, dated 7-27-2010 – showing $28.33 billion is U.S. sales by ―direct sales representatives‖ – which DSA admits are mostly MLM participants. Our research shows this represents losses for at least 99% of participants.
Ch.9- 4 of dollars – suffered by hundreds of millions of victims worldwide. Losses suffered by victims of the entire MLM industry would be many times the huge aggregate losses suffered by victims in the Enron or Bernie Madoff scandals! Complaint-based law enforcement or consumer protection simply does not work in combating pyramid marketing schemes, or MLMs. What is needed is consumer protective legislation and rules – and law enforcement officials with both the skill and the will be proactive in dealing with ―entrepreneurial chains.‖ They need to understand the fundamental flaws in MLM and be willing to stand up to powerful legal teams that defend them. Occasionally – but only rarely – a dedicated public servant goes beyond acting on the volume of complaints and looks at the issue qualitatively and in depth. I have been privileged to share research and experiences with two such persons. One is Bruce Craig, former Assistant to the Attorney General of Wisconsin. Following his experiences with Amway and other MLMs in Wisconsin, he petitioned the FTC to be more aggressive in enforcing existing laws against pyramid schemes, including MLMs. He is the official that reported that the average income as reported on their taxes for the top 1% of Amway Dealers in Wisconsin was about minus $900.324 Another was Kristine Lanning, who worked on consumer protection under the Attorney General for North Carolina and worked to get officials in other states to be more proactive in curtailing MLM abuse. Ms. Lanning explained to me why consumer protection officials are so hesitant to go after MLMs. She said it would take twenty times the resources to prosecute an MLM as it would to go after the typical consumer fraud case that comes before them.
The ultimate villain – a flawed endless chain recruitment SYSTEM. I recognize that most MLM participants, including even many TOPPs, do not see the flaws in their system and certainly don‘t see themselves as con artists. It is not the people or the products that are at the root of the problems with MLM. I am convinced that it is the endless chain recruitment SYSTEM (and their top-weighted pay plans) that is to blame – and the legislative bodies and regulatory agencies who have allowed MLM
to continue virtually unchecked. (The FTC only prosecuted about 14 MLM cases in ten years – out of hundreds of MLMs likely to have been violating Section 5.325) I will not repeat here all the arguments and evidence behind the conclusion that MLM as an endless chain recruitment system is inherently flawed, uneconomic, and deceptive – benefitting a few at the expense of whole multitudes of victims. Properly understood, MLM should be illegal per se – as are ―pay to play‖ chain letters and no-product pyramid schemes.326 For a satirical look at the importance of compensation plans, or underlying flaws in MLM, read the ―Parable of the Missing Children‖ in Appendix 9A. And review the letters from Bruce Craig, formerly Assistant AG in Wisconsin at Appendixes 2E and 2F. The villain we don‘t want to see – all of us! As the famous Pogo cartoon caption said, ―We have seen the enemy – and he is us.‖ Ultimately, all of us must assume some responsibility for allowing such an unfair and deceptive business practice as MLM to spread like a fast-growing cancer without doing everything we can to stop it. 325
324
See Chapter 1
326
See Chapters 2, 7, 8, and 10 See Chapters 2, 7, 8, and 10.
Ch.9- 5 Clearly, the FTC made a huge mistake in not ruling MLMs as inherently unfair and deceptive, and therefore illegal (based on Section 5 of the FTC Code), as they do with classic no-product pyramid schemes and ―pay to play‖ chain letters. The 1979 Amway decision established a problematical precedent, but we may have to live with it – since the ―DSA/MLM cartel‖ (my term) is too powerful to be stopped altogether. However, we don‘t have to allow the DSA/MLM lobby to have all their wishes for pro-MLM rulings granted. In our democratic system, we can vote for officials who will take measures to protect consumers, even if an unfair and deceptive system such as MLM is allowed to continue. Adequate disclosure would go a long way towards protecting consumers. If prospects knew that their chances of earning a significant profit after expenses were at best about one in a thousand, or that the odds of earning the huge incomes displayed at MLM opportunity meetings and in their promotional literature were one in 25,000, or one in 50,000, etc., they may hesitate to sign up. Regulators need to provide a fence to prevent casualties (through adequate warnings and disclosure requirements), rather than a hearse to pick up the bodies. Other suggestions that could work to prevent the worst abuses of MLM, thereby creating a ―good MLM‖ (if such were possible), are at the end of Chapter 2. But I don‘t expect any of these to be taken seriously by MLM entrepreneurs, as no one would achieve sudden and massive wealth.
MLM is the perfect con game. The very people who are being victimized are often its promoters – until they run out of money and quit. They seldom complain to regulators, having been taught that any failure is their fault. They may also fear self-incrimination for their own recruiting efforts – or retaliation from or to their upline or downline, which may include close friends and relatives.
MLM‘s victims There are many kinds of people who fall prey to the false promises and questionable appeals of MLM recruiters. Some that I have observed through the years include: Friends and relatives of participants. Many simply fall for the person-to-person appeals used so effectively in endless chain recruitment programs. And some join just to please a friend or loved one and come to see after meeting with skilled recruiters some possibility that they may personally gain as well. However, in nearly every case, the result is disappointment and loss – sometimes significant losses as result of a recruiter exploiting this relationship. Trust is violated and relationships are strained. The unemployed or underemployed. Many are struggling and eager to improve their situation – often willing to grasp at any straw that looks promising. They are sitting ducks for the oft-repeated slogans of MLM recruiters that portray MLM as a solution to their financial woes. This to me is one of the most reprehensible strategies of MLM recruiters. Those who join nearly always get further in debt or lose what precious resources they had left – only to enrich TOPPs (top-of-the-pyramid promoters). Ambitious but unwise entrepreneurs. Some find the MLM appeals of ―residual income,‖ ―time freedom,‖ ―multiple streams of income,‖ etc. irresistible. They are always looking for ways to make a buck, especially the possibility of ―absentee income.‖ They also fail to see the fundamental fallacies underlying all ―entrepreneurial chains.‖ The unsophisticated and uneducated. Persons unschooled or weak in their understanding of basic mathematics or economics may they fail to see the inherent flaws in endless chain recruitment systems. These folks may not be of low intelligence, just lacking in mathematical savvy The knowledgeable but unwary. Others are just caught unaware, as the
Ch.9- 6 dialogue of deception is so pervasive and skillful that some even well-educated people are duped into believing MLM is legitimate. I have to admit that I was one of those. With an MBA background which included two years in statistics, economics, accounting, and finance and with research skills from my doctoral studies, and though I was originally very skeptical, I eventually fell for the deceitful rhetoric of my recruiters and upline. My ―due diligence‖ in contacting federal and state sources and the Better Business Bureau was not rewarded with valid information. (See Chapter 1 for my full story.) Common interests. Some find themselves drawn into MLM because of some interest shared by an MLM recruiter. It may be an important relationship with the recruiter or an interest in earning large sums of money on an absentee basis so they can pursue other interests. More common are those who have a passion for alternative medicine, for ―pills, potions, and lotions,‖ with magical properties that promoters claim will cure or prevent all sorts of maladies, enhance one‘s energy and mood, and even prolong one‘s life. Affinity groups. MLM recruiters have enjoyed unusual success with tightly-knit groups that we sometimes call ―affinity groups.‖ Once a member of an organization that has cultivated very close relationships becomes hooked on MLM, he or she may be successful in recruiting others and they still others in a subgroup of MLM adherents that eventually involves the whole organization.. An ―us vs. them‖ mentality can set in, much like a cult. This is particularly noticeable with some churches, such as the Amish, Latter-day Saints (Mormons), and some evangelical entrepreneurs who tie MLM to being better able to perform Christian charitable work. One MLM seminar was labeled ―Christian Millionaire Mindset Conference.‖ We have also received reports of small churches that are virtually ruined by a pastor‘s involvement in some MLM recruitment tied in with a church‘s fundraising efforts.
MLM junkies. These are persons who have become addicted to the passive income appeal of MLM and have failed time after time in each of several MLMs, but keep trying new ones in hopes that ―this may be the one.‖ They are like the person in and out of a long string of romantic relationships looking for the ideal mate. Many friends and family members of such MLM junkies have written me, pleading for ways to deprogram those for whom they care deeply, but who turn a deaf ear to reason. Regrettably, I have to repeat the old adage that ―a person convinced against his will is of the same opinion still.‖ They may have to crash and burn before they come to their senses. Some never will accept the truth about what their MLM involvement has done to them. One young woman reported that during her youth, her father was always spending the family‘s resources chasing the dream of becoming a Diamond in Amway. He had given up his college education to pursue his ―dream‖ and accepted government welfare to help support his family. She avoided having friends over because they would see that she and her siblings slept on mattresses on the floor. This had been going on for 20 years! The small business community. Any unfair and deceptive business model saps resources that could have been better spent on legitimate businesses. Loans are made to MLM companies that could have been made to honest businesses – though bankers and SBA officials have said they will not loan to individuals (new recruits) seeking funds to start their MLM ―business.‖ Products are produced for consumption by MLM participants that draw sales away from legitimate businesses. And people attempting to perform legitimate direct selling functions sometimes find it difficult to compete with MLMs who deceptively use the implied ―business opportunity‖ appeal to sell products. Unfair competition is harmful to legitimate business generally. Humanitarian causes. We know of MLMs providing nutritious dry-pack meals to poor people in Africa. New MLM recruits are told that a portion of their product purchases
Ch.9- 7 goes to feeding starving populations through these special meals. What they are not told is that the food is supplied with a huge profit margin to the company. We have also learned of MLM recruitment programs in which scouts identify AIDS victims in Africa. New MLM recruits are told that they can sponsor an AIDS victim and that a portion of their purchases will go towards helping that person get needed help. The implication is that if the recruit quits and stops meeting his or her quota of purchases, the aid to that person will stop. This exploitation of the poor I find especially repugnant. Society at large – all of us. When MLM or any form of white collar crime spreads unchecked in a free society, everyone suffers – because we all pay a price. We wind up providing support for victims who have been impoverished, to families whose marriages are broken up, to attorneys and courts who must deal with class action lawsuits. And we lose respect for those in authority who we assume are there to protect us from scams. This includes the FTC, state attorneys general, consumer protection agencies, legislators, the Better Business Bureau, and a complicit business press that (in the case of MLMs) gives glowing reports of rapidly growing new MLM companies – that are merely following a pattern of early momentum in a typical product-based pyramid scheme.327 In fact, MLM not only has a negative impact on those at the bottom of their respective pyramids, but also on those at the top. Many reports of how MLM has caused TOPPs (top-of-the pyramid promoters), as well as those who found these companies, to negatively affect their value systems to the point of becoming dishonest, proud, and greedy. MLM impoverishes those at the bottom and corrupts those at the top. Victims cheering the victimizer. As an interesting side note, when I tested the Nu Skin program (IDN Division), I remember vividly one ―IDN University‖ meeting in a large auditorium where a ―Blue Diamond‖ (highest rank in the pay plan) was introduced to an enthusiastic audience. He stammered as he admitted sheepishly, ―I really don‘t have much 327
See Chapter 3
to say. I haven‘t been working much lately, as I have plenty of money coming in to support my ranch, travel, and many hobbies.‖ He left the speaker‘s podium, and the person presiding announced, ―There goes a man who has made $20 million in network mar-keting!‖ We all cheered and clapped as he strutted down the middle aisle of the auditorium in his double-breasted suit with gold buttons. What I didn‘t know then but understand now, is that we were all his victims. And we were cheering him on!
Victims cheer their victimizer
Why victims seldom complain Several years ago, I decided to bring the losses suffered by Nu Skin victims who had contacted me to the attention of Utah‘s Division of Consumer Protection in hopes of helping them recover some of their losses. There were about 20 victims who had lost a total of over $250,000 in the Nu Skin program. I soon found extreme reluctance on the part of these victims to file a complaint against the company. Some were embarrassed at their ―failure‖ to make it work for them, as they had been taught that there was nothing illegal or wrong with the Nu Skin program. After all, they would say, ―if they were illegal, they would have been shut down long ago.‖ But I discovered an even greater factor in their reluctance to complain was fear. Since MLMs like Nu Skin depend on endless chains of recruitment, every major victim was of necessity a perpetrator; that is, they had to recruit friends and family to have any hope of covering their monthly ―pay-to-play‖ expenses, to say nothing of their operating expenses. They feared that if they complained, there would be consequences suffered from or to those they recruited – who could be their loved ones or best friends. They also feared self-incrimination for having been partly responsible for scamming others.
Ch.9- 8 These are the reasons victims of endless chain recruitment schemes almost never file complaints with law enforcement. MLM may be the cleverest con game of all time. Many of the very people who are out promoting the scam are themselves victims, until they run out of money and drop off the vine. They shrink from filing complaints, and since in law enforcement, the squeaky wheel gets the grease, nothing gets done. No complaints, no law enforcement. No law enforcement, no complaints. It‘s a vicious cycle. And so the game goes on.
Personal and social costs of MLM MLM‘s effects on individuals and families. By now it should be clear that MLM exploits the time and energy of participants, all for the benefit of founders, TOPPs, company executives, and others who dip their hands into the lucrative MLM till. While most recruits buy some products and may try unsuccessfully to sell products or recruit, some take in the deceptive appeals of MLM promoters and make a valiant effort to succeed. But because of the flaws in the system, almost all recruits after the first ones in wind up losing money and dropping out. In the long run, impoverishment of participants is not the worst of problems with MLM. Participants squander their ―social capital,‖ placing in jeopardy those relationships they have spent a lifetime cultivating. It is not unusual for persons who are hooked on MLM to become ostracized by other family members and social groups of which they are a part. The social networks that were built on trust and caring now find them a liability and an embarrassment. We have received reports of numerous divorces due in no small part to MLM involvement, as one partner rejects the other partner who becomes a ―dream-stealer‖ for not supporting him/her. And some extended families become split over MLM involvement. Sadly, MLM leads to worse effects for some. I have learned of three murders, six suicides, and one near suicide resulting directly from intense MLM involvement. For samples of thousands of concerned letters we have received, see Appendix 9B.
Complaints filed with FTC show a surprisingly strong pattern of unfair and deceptive practices On December 21, 2013, acting on behalf of an international coalition of consumer advocates, we requested from the Freedom of Information Act (FOIA) office of the FTC all consumer complaints received by the FTC from January 1, 2004 to date concerning business opportunities, including but not limited to multi-level marketing programs (MLMs) and/or pyramid schemes. Personnel from the FOIA office of the FTC explained that such records are destroyed after five years and that these complaints would have to be redacted to remove personal and other information that were not to be made public and that this would be too large a task to start with. We finally settled on all complaints having to do with MLMs, pyramid schemes, Ponzi schemes, and pay-to-play chain letters for the year 2013. The complaints were filed in an extremely awkward spreadsheet format – about 100 columns wide – which allowed for statistical analysis, but totally impractical for reading of the complaint content to discover patterns of abuse. Also, over half of the complaints filed under the heading of multilevel marketing had nothing to do with MLM, but instead were about payday loan programs, bank abuses, and even FTC failures to enforce the law. So it is not surpriseing that FTC staff were uninformed of the records of MLM abuse in their own collection of complaints. This may partly explain the lack of awareness of MLM abuses on the part of staff involved in the rulemaking for the Business Opportunity. The staff claimed that consumers advocates who favored using the Rule to provide some protection for consumers failed to provide evidence of widespread evidence of fraud in the multilevel marketing industry. Actually, the FTC had plenty of evidence of unfair and deceptive practices in the complaints, once irrelevant material was removed from the collection and complaints were formatted for easy reading. This was accomplished by a
Ch.9- 9 team of us who spent weeks processing the complaints. (For excerpts from a sample of complaints filed with the FTC in 2013, see Appendix 9C.) From 930 complaints filed with the FTC against MLMs in 2013 (there may have been more that were mis-classified), and then processed to make qualitative analysis possible, we can with confidence conclude: 1. These complaints demonstrate that unfair and deceptive practices in the MLM industry are far worse than FTC staff have previously perceived. 2. Key word analysis demonstrated widespread perceptions by complainants of MLM as an unfair and deceptive practice, not just in a few companies, but across a wide spectrum of the MLM industry. This should not surprise anyone familiar with the inherent flaws of MLM as a business model. 3. MLMs are far more prevalent and are perceived as more unfair and deceptive than are no-product pyramid schemes or Ponzi schemes. 4. There is little correlation between number of complaints and number of victims of MLM. Only a tiny percentage of victims ever file a complaint, so those included in this report represent a very large population of victims. And we believe that those brave enough to file a complaint deserve serious attention. Obviously, some MLMs are worse than others, and some of the older MLMs are more adept at masking the flaws in their systems. 5. MLM defenders and lobbyists have made a concerted effort to re-brand multilevel marketing as ―direct selling.‖ Regulators, educators, consumers, and the media have failed to distinguish between legitimate direct selling and MLMs with their inherently flawed characteristics, including endless chains of recruitment, rank advancement through recruitment, ―pay-toplay‖ quotas, and top-weighted pay plans. These characteristics are incorporated into a more consumer-friendly definition of multilevel marketing quoted in this report328, which also reflects the experiences of complainants. 6. Although MLM is inherently unfair and deceptive as a business model, the 328
See Introduction and Chapter 2
industry has gained too much influence to be completely shut down. Except for the worst cases, there are too many MLMs violating Section 5 (hundreds of MLMs engage in unfair and deceptive acts or practices) for the FTC to prosecute all but the worst of them on a case-by-case basis. It is much more realistic to provide some consumer protection by removing the MLM exemption from the Business Opportunity Rule. At least MLM promoters would be required to disclose average incomes, to accept a 7-day waiting period before accepting any money, and to be restricted from making unrealistic claims of income potential in their literature or on their web sites. Also, on its web site, the FTC could warn against participation in any MLM without a thorough investigation during the 7-day waiting period.
Conclusions We see many villains and many victims in MLM. People who have read my reports, as well as reports of other consumer advocates and researchers in this field, are surprised at how much worse MLM is than they had previously supposed. It certainly qualifies as an unfair and deceptive practice, which the FTC is pledged to protect against. From my communications with thousands of MLM participants and their families, as well as with MLM and law enforcement officials, it is clear to me that few understand the harm that results from MLM participation. Finding one or more villains in this field is virtually impossible. It is the SYSTEM underlying all MLMs that is the chief villain – unlimited recruitment of a whole network of endless chains of participants as primary customers. It is essentially a money transfer scheme, transferring funds from a revolving door of recruits (who must make purchases to participate fully) to a few key people in the organization – founders, managers, and TOPPS.. The victims of MLM are many and varied, including family, affinity groups, and those struggling to get ahead. Most participants are minimally affected because they buy a few products and get out, but those who believe the hype and invest a lot, lose a lot. Some even display patterns of
Ch.9- 10 addiction and are never the same. As MLM spreads virally, struggling consumers who fall for MLM suffer, legitimate businesses suffer, the integrity of law enforcement suffers, and society at large suffers. We have also observed that MLM not only impoverishes those at the bottom of the pyramid, but it also corrupts those at the top. According to a statement by former FTC Chairman James C. Miller, III, ―Section 5 of the FTC Act declares unfair or deceptive acts or practices unlawful.‖329 I would add – If there was ever an unfair and deceptive ac t or practice (UDAP), MLM is it!
329
FTC Policy Statement on Deception by James C. Miller, III, FTC Chairman, dated October 14, 1983. Appended to Cliffdale Associates, Inc., 103 F.T.C. 110, 174 (1984).
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Appendix 9A
THE PARABLE OF THE MISSING CHILDREN By Jon M. Taylor, MBA, Ph.D., President, Consumer Awareness Institute
The administrators of a boarding school decided to start a petting zoo to give the children direct experience with nature. They gathered a few animals in a trial run with the first group of youngsters. Everything went fine, until several of the children showed scratches on their arms. Upon investigating, they discovered that the culprit was a spotted cat. After careful deliberation, it was decided not to allow any spotted animals in the petting zoo. Other animals were brought in—frisky dogs, big beautiful cats with stripes or furry manes, darting lizards, and wonderful crocodiles with snouts as long as the children, birds that chirped and giant birds with hooked beaks, garden snakes and reptiles that were as big around as a watermelon and as long as a cottage, and white bears with giant paws for walking on the snow. The children would be safe because none of the animals had spots on them. This wonderful collection of animals was sure to amuse these children and to be a big hit with their parents when they returned in the spring to pick them up. The administrators felt comfortable leaving groups of children in the petting zoo for long periods of time because they had taken great care to exclude all spotted animals. However, when they returned to pick them up, the children were missing. What could have happened? They knew the animals were not to blame because they had double-checked to make absolutely certain that none of them had spots. What was the problem? No one knew. And no one did anything – because none of the children complained.
Interpretation of the parable of the missing children The administrators are legislators and those in law enforcement charged with protecting consumers from unfair and predatory business practices. The children are the victims of product-based pyramid schemes. The tell-tale spots of the supposed villains are the products and people connected with the MLM‘s and the ―rules‖ for legal compliance by participants. MLM promoters have duped almost everyone into evaluating their programs by their ―great products‖ (usually pills, potions and lotions), by company ―rules‖ requiring a minimum percentage of their purchases be sold to nonparticipants (―the Amway rules‖), by ―buy back‖ policies, by the sterling credentials of their leaders, by their generous contributions to worthy causes, etc. These are like selecting the animals for the petting zoo and judging how safe they are by whether or not they have spots. One should look instead at the compensation plan, especially topweighted programs that reward the building of a downline of participants as primary buyers far more than the sale of products to non-participants. The villain – the chaining of participating buyers in the ―plan‖ – is analogous to the animals that ate the children.
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Conclusions from the parable of the missing children The real villains (the ones eating the children in the parable) are schemes which reward endless chain recruitment of buyers, that inherently constitute an unfair trade practice. Their compensation plans require people to buy products in order to ―play the game.‖ These investments are characteristically in the form of monthly purchases on a subscription basis – paid by automatic bank draft. Though they can merely buy and sell products without recruiting, this is just a ruse, which becomes apparent in studying the compensation plan to see where the emphasis is – sales or recruiting. Recruits advance up the ladder of rewards in commissions, bonuses, and discounts by aggressive recruitment of new buying participants into endless chains of recruiters recruiting recruiters, each of whom are likewise buying still more products – with exorbitant rewards going to those at the top of the pyramidal hierarchy of ―distributors,‖ ―associates,‖ etc. – all of whom got there by aggressive recruiting or by being one of the first distributors into a given market. If you are being recruited into an MLM, I would advise you to find out from the person recruiting you if you can likewise recruit others into ―the plan,‖ and then if they can in turn recruit others, ad infinitum. Also, ask if you will be expected to make initial or ongoing purchases without actual customer orders in hand. If so, you are looking at an endless chain recruitment scheme, or product-based pyramid scheme. Selling flowers on a street corner would be a more profitable option than MLM for all but a tiny few at the top. And remember, the best opportunities are not those seeking you out. The best income opportunities are those you diligently search out and discover yourself, based on your own talents, means, and resourcefulness. Almost none of the new recruits in MLM earns enough to report a profit on their taxes from selling products direct to consumers. This has been confirmed by surveys of hundreds of tax professionals, who have prepared tax returns of thousands of MLM participants. And from research on available documents, we have learned that the percentage of people who lose money from participation in almost all MLM‘s (approximately 99.7%) is even higher than for those who participate in classic noproduct pyramid schemes (about 90%). A person can expect much better odds at most of the gaming tables in Las Vegas. When you understand it, MLM (or ―network marketing‖) is the perfect con game. The very people who are its victims are also out recruiting until they run out of money and drop out. But they seldom complain to authorities, believing ―failure‖ to be their fault – or fearing consequences from or to their upline or downline (which are often close friends or relatives). Few have the insight to see that the fault was primarily in a fundamentally FLAWED SYSTEM– an unfair and deceptive trade practice. In the regulatory field of consumer protection, the squeaky wheel gets the grease. Since few complain, little if any action is taken. So the game goes on, with no referees to cry ―foul‖ – just a few whistleblowers like us. MLM‘s have virtually taken over the DSA (Direct Selling Association), which tries to convince consumers and regulators that MLM‘s are direct sales companies. They work tirelessly to get legislation passed to exempt MLM‘s with legitimate products from prosecution as pyramid schemes. However, when dealing with MLM‘s, or product-based pyramid schemes, remember that a pig is still a pig, regardless of how much money, effort, and politicking go into making it appear to be a horse. The typical MLM is no more a direct sales company than a pig is a horse. The primary customers are the distributors.
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Appendix 9B
Sample feedback NOTE: For obvious reasons, the individuals who have sent us letters such as these are often reticent to identify their names or addresses. Many have suffered great losses or have family members who are still suffering but are in denial about the fraud perpetrated upon them. These particular letters were selected because they powerfully express problems with MLM participation of which many in law enforcement officials may not be aware. Victims of MLM abuse seldom file reports with law enforcement officials for reasons outlined in this chapter. However, they will write us because we do understand and can advise them on what actions they might take. Such actions will be discussed in Chapter11.
Impact of MLM on individuals and families ―Fancy Free‖ escapes the madness Everything on your website has been going through my mind in the past month. About 2 months ago, I started on my "MLM mission" in Arbonne. I was completely head over heels with the thought of "residual income" just for "sharing" with others how they could make "residual" income. Now I am just sick about the whole thing, especially because a close friend of mine signed up under me. Every night I would cry just THINKING about having to go talk to people about the "opportunity." I was being forced by the whole MLM thinking to talk to friends I haven't been in touch with and pester them or "drip" on them as my upline told me. I was continually told by my upline that I was feeling down because I was getting out of my "comfort" zone or because it was building my character. . . I was more stressed out then I have been in my whole life!!
I had so much money into it that my husband didn't want me to quit. We even had to put MORE money into it at the end of the month so we didn't "lose" our qualification quota. The night I spent another $450 on our credit card to keep our "district qualification," I broke out in hives, I have never been allergic to anything in my life, I don't think it was a coincidence. So, after crying every night for a month and being completely sick about life I have decided to stop the madness! Now I feel like I am FREE! It's amazing, I can talk to people without feeling the weight of "did you talk to them about ARBONNE??" on my shoulder. I can't tell you the relief I feel! I regret that I got my very good friend involved and I am afraid of the rift it may have put in an otherwise great friendship. I am not sure how I ever got talked into this or how anyone stays in it! I appreciate your insight and humor. . Thanks, ancy Free! (Erica) ________________
So, after crying every night for a month and being completely sick about life I have decided to stop the madness! Now I feel like I am FREE! It's amazing, I can talk to people without feeling the weight of "did you talk to them about ARBONNE??" on my shoulder. I can't tell you the relief I feel! – Fancy Free
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Family torn apart by various MLMs over the years Thank you so much for providing the truth regarding MLMs. Pyramid schemes have torn my family apart on many different occasions. My dad was involved in Dare to Be Great in the late 60's/early 70's. Now several of my family members are involved in LifeMax. It hurts more than you can imagine. Seeing everything get taken from us as children and now seeing the potential for it to happen again to my younger sister who has a 10 month old baby. Perhaps what's worse is knowing so many people who are hurting in this bad economy are desperate and are turning to this. And how the scammers use God and "the chance to help starving people around the world"! It's AWFUL!!! Just a quick question, I noticed now when I Google " LifeMax and pyramid schemes" that I can no longer find articles about people who've been burned (I know they're out there). Seems that Lifemax has purchased all the key words and used Search Engine Maximization to continue to sell their "lifestyle" and silence the truth. They're deceiving people even more than ever with articles that are disguised as legitimate reviews. So, sadly, people will have a hard time getting the facts. Is there any solution or recourse? I'm lucky to have found your web site. I will keep it in my files for backup when I need it. – Paige B. ________________
Daughter of Amway dealer who lost much of her childhood is still haunted by Amway. My parents were involved with Amway – the leading MLM – for 20 years. The costs to my family for their participation have been devastating. I and my six other siblings were robbed of my parents' time, attention, and relationships because they spent most of their waking hours dreaming about their Amway business, going to rallies, seminars and functions that continued to fuel this fire but which
eventually cost them their self-respect, their children's and many friends‘ trust, and tens of thousands of dollars. It also cost my father his college education because as he was beginning plans for attending school, he decided to join the Amway system because it promised to be a short cut to financial freedom. Now, after 20+ years of financial, relationship, physical and emotional loss, he struggles to find work that can support his family and pay off his gargantuan debt. I grew up with the secret that my parents were in Amway – I couldn't tell friends what my father did for a living. I only said he had his own business. I couldn't bring friends to my house because I was embarrassed that they may find out I didn't have any bedroom furniture or that my siblings slept on mattresses on the floor. Not only have we as children had to pay for our own college educations and weddings, but we had to pay for our own school clothes, school supplies and other basics growing up; except for the time they received welfare. Even now I am not comfortable leaving my own daughter in her grandparents' home because of its depressing state of disrepair. You may be thinking, well maybe my father was just lazy. But I am here to testify that my father and my mother worked the Amway business [with total dedication]. When we went without the basics year after year we believed as children that if we were patient a little longer while my parents were gone showing the plan or attending meetings, they would one day ―go Diamond‖ and it would all be worth it. We were going to be rich someday and then we would get our parents back; then we would have clothes and furniture and security. But the promise couldn't be kept because the compensation plan for MLMs don't make good on their word that it is an opportunity of a lifetime. If working hard and sacrificing your every waking moment for the dream was what it took, my parents should be at the top. They wouldn't quit, no matter how
Ch.9- 15 much they and we suffered, they believed it was just around the corner so they kept working the business for 20+ years. The suffering created from belief in the lie and scheme of MLM will continue to haunt my family. – Daughter of Amway victim ________________
Woman wastes half her life and thousands of dollars on the false promises of 60 MLMs330 I stumbled upon your article on a complaint board about Arbonne and some others recently and someone mentioned that we should all read your article.331 So, I downloaded your audio and listened and everything was all too familiar with my own experience in direct selling and party plans I have been involved in. You will be getting the readers digest version because my story would be way too lengthy here. I have been with so many companies over my lifetime, thinking the next best thing was just around the corner. I signed up with my first party plan direct sales co. When I turned 18. It was Mary Kay. I loved the products and the neighbor who recruited me was just like family. She became very successful and to this very day some long years later she is still selling as a director with the company. I always wanted to be like her and be successful and follow in her footsteps. I went to college and sold part time. I went to all the meetings and even their seminar in Dallas some years later. I was in and out over a period of about 20 years. I never showed a profit that I can remember. Long story short, I had sent a large inventory back to the company as I was losing money and did not want my credit to go bad. I could never sell Mary Kay again. It was a very sad experience. I have not heard from my director In years. I kept going back to direct sales because I have always wanted my own business where I could work from home. They make it sound so easy. They
would say, "Work part time hours, flexibility, vacations, trips, prizes, jewelry, a free car! " Wow, I wanted in! I went from one company to another. I would say at least 60 or so over the years. I am now 40 and I feel I have wasted half my life on the promises made to me by others. My accountant had advised me that rarely does he ever file taxes for direct sellers who actually ever show a profit from them.332 It is rare I guess. I kept thinking if I just tried harder, if I just did it different this time, if I just had the right product to sell, I would make it. I have spent thousands of dollars over a long period of time thinking things would turn around for me. It becomes almost like an addiction to find the next best thing. Now, I am both physically and mentally exhausted. I read where some one said , "the definition of insanity is doing the same thing over and over expecting different results." Things that make you go, hmmm..... I now have to move on and it is already feeling like I am out of my comfort zone because direct sales is all I have known most of my life. Heck, my mom even sold Avon when I was little. I wanted to be just like her too! By the way, she quit, never made any money from it though. She said she didn't have enough time to sell it with us three kids and all. The supply costs were eating up her profits, especially the gas money running around making deliveries. I hope to be able to still have my own home based business someday. A legitimate one. One that makes me feel good about myself. I don't want to feel like a failure the rest of my life, because direct sales failed me, and not the other way around! Wow, 99 percent of people fail! So, now I have validation that I have been part of that 99 percentile all along. And now I KNOW the truth from reading your article. . . Karla
330
Letter to Robert FitzPatrick of Pyramid Scheme Alert January 9, 2014 331 ―What About This One?‖ –pyramidscemealert.org
332
See ―Who profits from MLM? Tax preparers have the answer.‖
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I went from one company to another. I would say at least 60 or so over the years. I am now 40 and I feel I have wasted half my life on the promises made to me by others. . . direct sales failed me, and not the other way around! – Karla
Where are all those upline ‗friends and supporters‖? Nowhere in sight. Anyone looking to make money in MLM had better start by selling third rate used cars and get skin as thick as a rhino. Better yet get a real second job at a Mc D‘s and make some honest money. – George ________________
Girl friend threatens relationship and dumps almost $50,000 into two MLMs. Get a real job at McD‘s and make honest money. MLMs? Stay away from them and those that promote them. The pressure to join is intense and subtle. The guilt that can be applied is terrible. My wife and I were in 7 different systems – Nu Skin, Amway, through to ACN and Usana. Each held the carrot of success and leisure before our eyes, and we could taste our prize. The tricks to get us hooked were ingenious, the pressure to conform was enormous and at times brought my wife to tears because we just couldn‘t afford to attend a certain ‖Function.‖ This of course showed that we were NOT committed to our success and would hold up our advancement in the organization. We made just enough money to entice us to try a little harder, spend a little bit more money on a NEW and BETTER lead generating system. Any profit you might make for that month would be swallowed by the next system that was sure to make finding your next downline a snap. Did we make any profit after all those years of chasing our dream? NO! Did we spend our grandchildren‘s inheritance? No, but if we had continued, who knows? The functions, weekly meetings, the phone calls from and to your all-knowing upline, the books, the seminars and the constant search for the ‗BEST‘ lead generating system with their set-up fees and monthly lead expenses and your monthly commitment of product purchases finally broke our back and our spirit, and we quit.
I am a Chiropractor in PA. My girlfriend is pulled into MLM / Pyramid schemes "businesses. She was deeply involved in Market America. Brainwashed into spending her own money (Credit Cards!), purchashing products and working toward false "LEVELS" of achievement. Now reaching "Executive Coordinator' and was almost pulled into the DEEP recruiting part of the business. She spent over $30,000 purchasing products, going to seminars and buying marketing strategies to "success". They had her brainwashed telling her she must put family, friends, relationships, work, everything second for the next few years to accomplish her "Financial Freedom". She almost left me. She finally left MA and saw that they were all cons and stopped spending full force, only because someone from another MLM, "UNIVERA" told her that their program was much better and easier to make money. She admits she understands that it is the same "PYRAMID" scam as MARKET AMERICA, but tries to reassure me that she knows they are sharks, but she can work it "smart" and not get scammed. She believes the products are actually HELPING people, and justifies that is why UNIVERA is "ETHICAL". I managed to get her out of credit card debt (almost $50,000) and refinance that debt into her house payment and close all of the credit cards to stop the temptation of dumping money (22% interest) into this new MLM. It is destroying our relationship. How can you get someone to completely stop
Ch.9- 17 involvement in these organizations? When it comes from myself or family, she defends the programs and pushes away. Could you please send emails to her, or to me warning of MLM/Pyramid scams? How they are illegal and unethical, no matter how "good" the product is for people. Thank you, – Jonathan _________________
MBA grad sucked into 3rd MLM in seven years, sinks into depression My son lives in California, has an MBA and has been involved in network marketing for about seven years. At one point he had a six-figure income and thought the sky was the limit (Cyberwize). When his upline decided to change network marketing companies due to a disagreement and pending lawsuit, my son followed with financially unfortunate results. Now he and the same upline are in a third company. My wife and I have been pretty much supporting him for the past nine months. He keeps thinking that he will experience a 'break-through' and be on top again, but he seems very depressed some of the time. We are very worried about him. Do you know of anyone who might help him to see the reality of the MLM lie? I have tried to reason with him, asking him to discuss his situation with a job counselor on several occasions and offering to pay for the counseling. No luck. It seems to me that MLM is very much like a religious cult and that victims like my son will require deprogramming by a professional. I'm sure he won't listen to me and has a pretty closed mind at this point. – Anonymous victim with MBA ________________
Mom turns irrational regarding MLM For just some quick introductory back story of my relationship to MLM, my mother began playing the game with Excel telecommunications when I was about 12 years old. It was more than bizarre. She put 500 dollars on a credit card to buy miniature phone magnets, while I had to be on the free lunch program at school.
But at age 12, it‘s hard to tell your mom that she's being scammed. And of course I wasn't as equipped to do the research as I am today. Then flash-forward about 10 years, where she divorces and moves in with her mom. For a while she works normal jobs, and seems more happy than I've ever seen her. We all laugh to ourselves in relief that she has dropped the cultish Excel, but don't bring it up, assuming that she herself is embarrassed about her participation. Then one day she drops all that, and relapses into Xango. When we finally confronted her about MLM, she had already spent all of the money she had gained in the divorce, lost a house, and went into what we are estimating is around $150,000 in debt. I know you're not going to believe this, but in almost every other facet of her life she is an especially rational person, but this one sector has her so brainwashed we don't know what to do. Being as how you are one of the primary or at least most visible - specialists on decoded MLM rhetoric and practice, I KNOW that you must get these emails often, so let me also say upfront that I'm not writing to beg you to fly here and deprogram my mom, though we (my brother and I) are desperately attempting to do so. In all my years of education, I never researched something as intensely - and neurotically - as this company and its mode of operation, mostly because no grade has ever been as important as the mental health and well being of my mother. In a frantic couple of months, I had compiled my research (beginning with Excel and ending with Xango) into a Power Point presentation that became our two-day long intervention. It was presented in a way such that I thought this was information she was unaware of, and tread delicately, as I felt like I was about to destroy something she loved. It seemed to break her emotionally, and when it seemed she was going to quit, she left on vacation, and came back, defiant like I had never seen her before, insistent that we are never allowed to bring up this topic again, and that she would continue to run rampantly
Ch.9- 18 into debt along with this magic juice Xango. We are the dream stealers. . . My brother and I have had the unique experience of borrowing my mother‘s DVD's and training materials provided by this company, and we noticed some peculiar things, one of which is the introductory DVD they give you when you sign up. On the DVD menu, there are 4 videos to choose from. When you play all, it plays the first 3, each of which are maybe 5 minutes long. The first two are essentially the regular MLM hype with limos and yachts, and then the 3rd one basically a commercial for training material for you to buy. And then oddly enough...it just turns off. That's right, the DVD TURNS OFF. But wait, wasn't there a 4th video? So you go back, turn it on, and scroll down to the 4th video and press play, and it‘s about an hour-long video giving you the legal side of what can and can‘t be done in MLM, what health claims can and can't be made etc. - basically the part of the video their lawyer made them put in. We made my mom watch it, because she admitted she never had, and it absolutely decimates the way this business is conducted. I mean, there is NO WAY any of these reps have actually watched or abide by this section of the video - not that that's new to you... but it made me wonder if that becomes a legal issue, deliberately hiding that sort of thing. . . If any of this is help then I am glad to offer it, and if there is any complimentary information to what you have learned, I would love to know about it. Either way my sincerest appreciation for your dedication and your time, – Richard ________________
Woman seeks MLM income to work from home but winds up having to work harder than ever to repay debt. I joined Herbalife as a supervisor on June 8th 2005. I joined through the marketing company Online Business Systems. I became a supervisor because my coaches said that it was a proven marketing plan and that if I had a desire and worked
hard then I would be able to replace my income within 6 months. My goal wasn‘t to become extremely wealthy. It was just to make enough so that I could stay home with my children. That amount was around $1700 per month that I would need in order to complete my goal. I am a hard worker and I do have a strong desire to succeed and even though my husband had some very strong reservations against this plan, I was going to prove my ability to make it work. I worked my regular 40 hour weeks and then put in countless hours recruiting and selling product for my Herbalife business. The first month that I was in business, which was July of 2005, I produced $10,000 in business for Herbalife. This achievement propelled me to the level of World Team. I received a check for $450. I thought that I was doing very well and that what they had told me was true: Desire and Hard Work = Freedom, Time, and Money. However, this excitement died very quickly. When I began this business my ―coaches‖ told me that if I was going to do this at all I needed to invest some money so that I would have the ability to make it work. I was promised that if I followed the steps that they gave me and with their help and expertise I would make my money back in the first month. I invested approximately $4,500 on a credit card. I spent the next 8 months the exact same way as the 1st month but without the results. I was only fattening Herbalife‘s coffers while putting myself and my family at extreme financial risk. Everything I was told about this “business” has been a lie. None of Herbalife‘s representatives told me that according to their “Statement of Average Gross Compensation of U.S. Supervisors in 2004‖ only 1.5% of ―Active Leaders‖ earned enough to meet the ―pay to play‖ requirements of $2,000/month in Herbalife sales/purchases in order to qualify for commissions and advancement in the program – and that more likely less than 1/10 of 1% of ALL distributors (including dropouts) ever earn enough to report a profit on their income taxes after subtracting the most minimal expenses needed to be
Ch.9- 19 ―successful.‖ Had I known this crucial information, I would never have invested a penny in their program. To even present this as a legitimate income opportunity is a huge misrepresentation. This MLM scheme is fraudulent and should not be marketed as a money making opportunity. I did follow all of the steps and I did work very hard which is a proven and solid fact. These were the conditions which I was told would produce a profit. I followed the plan and it didn‘t work. Everyone who gets into this business is lied to and in turn required to lie to others to achieve even a little. – Nicole L., Utah ________________
Photographer misled by MLM recruiter & loses over $15,000 (Excerpts from a copy of the letter that was addressed to the president of the company): I have been married for fifteen years and we have four children – ages two, six, seven and ten. I home school them. I am also a photographer. I began my home studio in late September of 2006, so I am still in my very fragile first year of business. My husband also is self employed with his own ceramic tile and hardwood flooring business, which provides our family with just enough to manage a growing family of six. In late January of this year, a Photomax Distributor contacted me. She had purchased my name in a leads package. She went through the scripted call with me, and I listened to the recorded voice on demand call made by Laura. I was interested in Photomax as an addition to my new photography studio. It seemed possible to me that I could use the lab and sign people up as customers. I thought that I could earn a decent commission from all my new customers to help fund my new studio, as well as help with family needs. According to Laura‘s voice recording I could get started in this business for next to nothing while using what she called ―OPM‖ or ―other peoples‘ money‖ because ―nearly every business gets started this way‖ and that ―it only cost most people about $25 in interest to get
started‖ with the $1350 Fast Track package This is the package which is meant for the ―real go-getters‖ who ―want to quickly begin earning the bigger money faster.‖ According to Laura, going with that package would position me to, ―begin earning several thousand a month quickly, earn higher commissions and be entered in a monthly bonus pool, which is like a profit sharing plan, with checks ranging anywhere from $1200 to over $20,000 a month - on top of your regular commissions.‖ I was led to believe that I could use the opportunity to help support my family. I was told I only need to bring two things into the business. These were ―commitment‖ and ―coachability,‖ which meant I needed to do everything my upline told me to do. I was immediately sent out training information and training call schedules and told I should attend a minimum of two training calls a week and at least one prospecting call to be successful. I was also instructed to make a list of goals and set my time commitments. All of this I did. I also was told to provide a list of at least 30 people to contact; I then listened in on three-way calls while my ―success coach‖ called them for me. I was given a list of Lead resources and I listened to every recorded training available on the ―Millionaire Max‖ web site. I was completely coachable. . . . It is now August and almost a full six months later, after hundreds of hours of work making thousands of calls and contacts, I have been able to sign up only one recruit who quit the first month, and I have received approximately $400 in commissions. Thanks to this Nu Skin scam, I now have a debt of “OPM” (your OPM) totaling $15,456.97! [OPM is ―other people‘s money‖.] That is not at all what the “Power of Four” model showed! That is NOT what I signed up for. I have a young family that this company has preyed on by using unethical methods. Your company has distributors playing on peoples‘ emotions and is causing great harm to families around the world.
Ch.9- 20 What you have with Nu Skin are a few people at the top making millions of dollars at the expense of middle and lower income people who are defrauded of their funds through one deception after another. There is a form of emotional abuse of distributors going on that is not only causing emotional pain, and family turmoil, but is causing financial ruin to many. What you have no matter how your attorneys word it is a pyramid scheme! Now I have to wonder as well about the supposed successful uplines like mine. Are they actually even able to retire? If they are making such great residual income and are now millionaires, then why do they continue to recruit? It is surely not out of the goodness of their hearts, as they would have their downline believe. . I did not plan to fail and I will not fail! I will not let your monster company ruin my family relationships or businesses by adding this unnecessary debt to my family. . . This type of scam needs to be exposed more fully to protect the public. . . . Seriously, Scammed by PhotoMax (Div. of Nu Skin) ________________ Son gives up college for MLM OMG, Dr. Taylor, your research is incredible and a direct hit. I'm trying but this cult is getting stronger as our economic down turn continues to plague us. However we survived harder times. . . It is sad in this case because this family will pull their son from his sophom*ore year at University of San Francisco to work full time in this cult. I escorted my family members to this conference and felt like it was a version of the Jonestown revival act episode II. You are our hero! Kind regards from California, Karen ________________
These MLM companies are preying on people's misery and perpetuate a cycle of despair and cruelty. They accomplish nothing for the good of society and not only that, they warp how people treat each other. Friends become clients, families become numbers. It's sad to me. – Nick Homeless person left to walk 20 miles because he didn‘t join Hello sir, I am sort of an information addict. One of those people that get lost for hours on Wikipedia sometimes because I enjoy reading and learning. I had become homeless due to a massive heroin addiction and was panhandling on the streets. A young family came over to me and said they could help me kick my habit and put my life back on track and then offered me $20 to go with them. I needed the money so I accepted. They took me to a sales meeting with all these well-dressed people and the words "marketing" or "direct sales" were not used before the presentation. However as soon as the presentation started I saw immediately what this was. I asked to talk to the people who brought me there in the lobby. When we got out I asked him how I was supposed to invest $200 in a start-up kit when he had picked me up on a street corner? He said that this was a good way to get myself back on track. When I told him what I needed was rehab and then job security he switched around and then did something that proves just how soul-less some of these true believers can be. He told his wife to go back inside and then whispered to me "think of all the drugs you could buy earning thousands a month". I was nothing but a dollar sign to him and I said I may be a drug addict but I have a soul, I couldn't live deceiving other poor, lost people like myself for a living. When he saw he wasn't going to get to me he
Ch.9- 21 demanded his $20 back and told me to leave. I ended up walking 20 miles back to the city. I have almost a year clean time now and a wonderful job making food at a hospital. I may not be making millions but I'm still alive and feel like my job means something. Every day I make food for people with terminal illnesses and have grown to become good friends with my coworkers and customers. These MLM companies are preying on people's misery and perpetuate a cycle of despair and cruelty. They accomplish nothing for the good of society and not only that, they warp how people treat each other. Friends become clients, families become numbers. It's sad to me. . . Thanks for letting me share. – Nick ________________
A woman‘s family has for decades been torn apart by MLMs: Thank you so much for providing the truth regarding MLMs. Pyramid schemes have torn my family apart on many different occasions. My dad was involved in Dare to Be Great in the late 60's/early 70's. Now several of my family members are involved in Lifemax. It hurts more than you can imagine. Seeing everything get taken from us as children and now seeing the potential for it to happen again to my younger sister who has a 10 month old baby. Perhaps what's worse is knowing so many people who are hurting in this bad economy are desperate and are turning to this. And how the scammers use God and "the chance to help starving people around the world"! It's AWFUL!!! – Paige B.
Worldwide feedback convinces us that great harm is being done to vulnerable populations who can least afford to be impoverished by these fraudulent MLM schemes.– JMT
Perhaps what's worse is knowing so many people who are hurting in this bad economy are desperate and are turning to this. And how the scammers use God and "the chance to help starving people around the world"! It's AWFUL!!! – Paige B.
Feedback from around the world Egyptian at German University sees MLM as epidemic disease that threatens his third world country I am Egyptian living in Cairo and working, as appears in my signature, in the German University in Cairo. The spreading of the network of that MLM spider at my university terrifies me. Actually, this industry CHANGES people. My friends have changed! They act weirdly and treat me as a "customer". In addition, some of my colleagues, who are supposed to be researchers, left research and are now active for MLM! Now, to be honest, I am being their opponent. I am trying hard to stop that epidemic disease that threatens our community; especially that I am in a third-world country where people tend to be lazy and unproductive. – Mohammad A., Egypt ________________ Swiss financial advisor warns friends and family in Spain against MLM [MLM-thetruth.com] has been extremely helpful as I am Spanish and live in Switzerland and was never aware that such schemes were actually legal.I have been aproached by an ex-collegue in Spain to join the so called FANTASTIC opportunity offered by Agel because they are opening up their Swiss branch and at the same time my brother in Spain got contacted through colleagues. It took me 5 minutes to look at their website, see their recruitment video to understand it is all a scam.
Ch.9- 22 I am a financial investment advisor working in the financial industry now for over 7 years with a long experience in marketingsales jobs (I worked 5 years at Goldman Sachs) so it wasn‘t difficult for me to see that it is a scam. That said, I am shocked the regulators in the US are so bland on these types of schemes and I believe I had never heard of any of them in Europe until now. All your research has been extremely insightful and hopefully helpful (time will tell). I have on as well. – Rosa forwarded it on to my whole family and network of friends in Spain and asked them to forward it. – M., Switzerland ________________
I am shocked the regulators in the US are so bland on these types of schemes. – M. from Switzerland Woman in London finds Nu Skin recruitment methods deceptive: Nu Skin are currently putting ads onto London Craigslist, an online job forum in London, England. I sent an application and was invited to a 50-minute or so telephone call with a lady in France called Clemence, another lady from Strasbourg and a man called John who claimed to have been with Nu Skin since 15 years. I had originally thought that they were looking for a distributor to get them into big department stores. I checked the Nu Skin website and saw that the prices are very high. I could not understand how it would be possible to sell the products with a profit. I was amazed to hear from John that he had recruited thousands and thousands of people. They put real pressure on me during the call and wanted me to sign up as a distributor either for 85 Euros (one-time fee) or 45 Euros (monthly recurring business). It made me suspicious that they insisted on this as the ad said no capital outlay. I was also not interested in trying their product as I use my standard products which are cheaper. Then I came across your article, thank you
very much for your website. Before I came to your website, I was on another mlm website http://mlmtuition.com/kwcp/success/3837/20 0570, the MLM mastermind system. I was suspicious when John told me that people in Hungary are making $20,000 a month with their products. What is worrying is, that they are placing their ads on job sites in European countries now. Thanks again for your web site. – Renata L. Woman wishes she could put an end to MLM deception in South Africa: I have been reading some interesting information on MLM. I cannot believe, looking back at it now that I fell so hard for MLM (Nu Skin) to be specific. I wish I could expose what is happening here in South Africa as to put an end to the deception but I guess that would be a waste of time since people still believe what they want to believe and they would much rather believe that MLM is a legitimate opportunity Anyway, it made me feel better to read your stuff Kind regards – Lerina ________________
I'm indignant to see it (MLM) has become a global phenomenon to the detriment of all. Thank you so much for hosting this website. The truth about these scams needs to be presented as an antidote for the lies of illusive riches which only appeal to ones baser nature. I feel these scams harm financially, relationally and morally to individuals and society as a whole. It seems the cancer is growing and spreading to the developing world which can ill afford to slow their economic progress. – Concerned
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Insights of professionals From a licensed private investigator: You guys rock!! I can't tell you how useful your site is. Thank you so much for proving that ethics, moral standards and common sense are not lost. I have a friend who gets involved with the newest MLM every time a recruiter asks him to come to a meeting. It has become such an issue that it has affected our friendship. I will refer to your website often to counter the nonsense and unethical behavior that traps people like my friend. I commend and thank you for your efforts in helping people who truly are victims of this economic cancer. I am a local licensed private investigator that would love to help you in any way I can and if I have the time. (My time would be free of charge) Please let me know if there is anything I can do to help further your cause. I will do anything to help the public see these for what they are, because in one way or another they affect all of us. –Jake A. When I wrote Jake to thank him. I explained that my advocacy is all voluntary and that it is heartening to receive such a letter to counter all the deceptions I hear and hate mail that comes my way. He responded as follows: "You're a good man and the only reason anyone could possibly use to justify sending you hate mail is ignorance. I think a lot of people are playing for the wrong team and just don't know it yet.‖ ________________
I will do anything to help the public see these for what they are, because in one way or another they affect all of us. – Jake A., private investigator
Doctor warned against MLM product. And it‘s OK to work at a job for money: Hi, i was doing research about MLMs and found Your site, it was very helpful, The new item is "MaxGXL" offering kind of a wonder drug, well supplement. My wife has medical history and thinking this might help her I did research and took the product to her doctor before she even tried it. The doctor said it can cause her kidney damage and maybe failure, so I am not doing this. I was asked to join and I told them if this helped my wife I could sell the product but I was told to take the product myself and wait on her, then join and get people under me – thats all I needed to do. I was thinking this could actually help people and to be honest never really heard of MLM but yes i have heard of the pyramid schemes. Anyways thank you for making things understandable for people that don‘t know too much about these programs. [Instead of MLM,] hard work and lots of patience is usually what earns the good old American dollar. Thank you – Ron D. ________________ Attorney mom finds web site helpful in debunking deceptions I found your website (mlm-thetruth.com) and all of it's information extremely compelling and useful, thank you for it. Here is my dilemma, I hope that you can take a moment to respond. I am an inactive attorney in California, currently staying at home to raise my 15 month old son (I also have a first grader). I received a call from a friend (also an attorney) telling me about this great "business opportunity" and after speaking with her I agreed to attend a PBR (personal business reception) about this wonderful new deal. It sounded good of course, but light bulbs went off in my head for various reasons so I stalled my friend (I'll call her "Donna") and told her that I would think about it and get back to her. Needless to say I did some further research, found your website (and others)
Ch.9- 24 and realized what a huge scam ACN (and others like it) really is. Here's my issue: I really like Donna, she is about 10 years younger than me and I knew her when she was still a law student. She is now a public defender (as I was when I first graduated from law school) and is pushing ACN. She learned of the business from her boyfriend (now her fiance) and even got her mother involved in the "business". She's very into it because she wants to have a family one day and stay home to raise her children but her law school debt is over $100,00.00, etc., and this looks like the perfect vehicle. You get the picture. I think what pulls the wool over people's eyes with ACN is that they are not selling products (the lotions and potions you describe) but claim to be offering for sale something people use every day, the service on their phones (mobile and landlines) and of course the right to become a representative to sell the service to others. So it seems distinct from an Amway or an Herbalife because people do pay for mobile (and cable and internet) every month, so why not sign them up with ACN and watch the dollars just roll in? Donna just called me the other day, and asked if I would at least sign up for a service if I did not want to become an "ACN representative". I intend to put in writing exactly why I am not interested but would like to know how can I best refute the claims that ACN specifically makes. I know that I should just tell her no in conversation and move on but as a fellow lawyer and because she is someone I really care about, I feel compelled to make a strong case to help her understand what a mistake she is making. I shudder at all the social capital she is expending, never mind all the money she's already invested in seminars and trips to conferences (I attended one in Modesto CA and was surpised at how many people were involved!). Of course I will tell her about your website, the Merchants of Deception book and the fact that ACN was barred from "selling" electricity in California in the mid 90's but anything else that you may have on ACN would be greatly appreciated.
Jon, Donna and I are both Latino and we speak Spanish and she keeps talking about how ACN is going to open up in Mexico etc. and I just cringe when I think of all the people who could get taken in by this and by someone speaking to others in their native tongue. It just seems so wrong to scam someone and the fact that we are lawyers which gives us added credibility sends chills up my spine. What really kills me is Donna really BELIEVES. She would never bring her mother (a real estate agent whose business is right where you expect it to be in this economy) or speak with me about this otherwise. She is sincere. We both have always cared about those less fortunate, hence our professional choices. – Vylma O. _______________ Tax accountant never sees clients profit from MLM I was first exposed to Amway, by a young recruiter, in the summer of 1977, months after I graduated from the local private university. I turned down the opportunity, then, but the MLM business model has, since then, intrigued me. . . but not in a good way! For 31 years, now, I have prepared tax returns for clients, some of whom, try to recruit me into their "great once-in-alifetime" business opportunity. At first, my reaction was to be gentle and friendly. Now, when one of my clients tells me he is doing so well, I am bold to say, "C'mon, John . . I am the one who does your tax returns, every year!" I have never seen a client profit from one of those "low ticket," product-based, recruiting MLMs! Now, being a resident of California was one thing. Everything changed, in 2006, when I got married, and in January 2007, I relocated to Utah, the MLM capital of the world! It is unbelievable how many "MLMHoppers" there are, out here! So, though it may be me against the MLM establishment, I published an advisory article
Ch.9- 25 online. And, even then, in the last year, two MLM recruiters, who had read my website, tried to recruit me! (Of course, their MLM is different! Yeah, right.) I will do anything to help the public see these for what they are, because in one way or another they affect all of us. – Phil F., CPA (Note: For data from other tax people, see Survey of Tax Preparers. ________________
For 31 years, now, I have prepared tax returns for clients, some of whom, try to recruit me into their "great once-in-a-lifetime" business opportunity. . . I have never seen a client profit from one of those "low ticket," productbased, recruiting MLMs! – Phil F., CPA
Analyst uses web site to debunk the deceptions in one MLM and in MLM as a business model. I found your paper on the internet – the five red flags to identifying product based pyramid schemes. Very informative. I have some friends who are caught up in the Arbonne scheme. It definitely meets the five red flags and as you said the compensation structure is the key. It has the emphasis on recruiting, you have to pay to play in personal retail volume, there are 6 levels of payout, the ―promotions‖ are based on recruiting rather than by appointment. The products can supposedly be sold at retail for a higher consultant commission but this is unrealistic because everyone signs up as a non-active consultant for $29 and can order over the internet at ―wholesale‖. If you want to be ―active‖ you have to do $100 per month retail volume ($65 with consultant‘s discount) and at the bottom commission rung of 4% you have to sell to quite a number of customers to
recoup your required minimums – so then the emphasis becomes on recruiting. To jump to the 8% commission level a $1,000 in personal retail investment is involved to qualify within a certain time frame – so they have the opportunity to stick you for this more than once because you buy kits to get started. They pay on 6 levels – they have a width/depth structure. I forwarded my friends your paper and tried to get them to understand that what they are involved in is unethical at a minimum…but they just sent me back the published hype – all the typical things you referred to in your paper. I think one of these people got in early enough in the scheme that she may be making some money. These [MLM] companies seem to prey on housewives who don‘t understand the basics of market supply and demand. They are so naïve that they cannot see the forest for the trees. Thank you, Susan S, MBA Susan wrote later: Yes, it was an interesting learning experience for me. I had never been approached by something like this. I also didn‘t remember covering these schemes in any of my course work in my undergrad or MBA marketing classes. It was the compensation structure that got me suspicious – when I realized that these minimum purchases were involved I started doing a little breakeven analysis and realized how much I‘d have to sell at these low commission rates to just make back the money they have you spend as monthly minimums. It really does not become clear until you start to calculate how many people you have to sell to just to break even! Then it became clear to me that you had to recruit people to make any money. I thought this was very fishy – and so I jumped on the internet and found your article…and then it all really clicked in my brain. – Susan S., MBA
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Insights from MLM insiders MLM job applicant asked if he preferred being a pimp - or a prostitute! I worked for Nu Skin enterprises, at the company headquarters for over 10 years. I worked in many departments and had many roles including; commission systems, marketing, competitive research, returns, customer service, account executive, manager and SAP implementation team. I LOVED working for Nu Skin, it was a wonderful work environment! One day back in 1999 they "downsized." I was hit-up by every MLM around and never joined any, then one day I was reading in the Epistle of James . . . just kidding. Actually I followed some of my supposed friends to other MLM's, one of which was XANGO. I asked for a job but they wouldn't hire me and instead suggested I become a distributor, I said "no" I prefer not to work on the sales side for many of the same reasons you share on your website. I was speaking to Dr. Pendleton at the time and he said, "What's wrong with being a distributor?" I said it wasn't my thing and he made a statement that really turned me off about ALL MLMs. He said, "Oh, you are OK with being a PIMP, but you don't want to be a PROSTITUTE huh?" I always looked at what I did at Nu Skin as honorable work and employment, but after a twisted statement like that, I find any MLM distasteful and I would like to help in any way I can to "Get the Word Out!" I am fighting an uphill battle since some of the TOP distributors from Nu Skin and Noni are actually close relatives. What direction would you suggest I take with other family members to not get sucked in? It's funny, after ten years in ALL aspects of MLM, I would almost consider myself an Expert, but when family (in-laws) see the big houses, nice cars and freedom to go and do as they please. . . all my expertise goes out the window. What to do, what to do? By the way, the DSA has direct sales statistics with graphs and everything but one statistic that I no longer see on their site
was what percentage of revenue goes to the company and what percentage goes to actual distributors to pay commissions??? If I recall correctly from seeing it over 5 years ago, over 75% goes to the company and the rest in paying distributors. After dividing the $17 billion between the 3-400 MLM's, then dividing those numbers by the millions of distributors and taking all of that from only 25% of the $17 billion, I find it hard to believe ANYONE wouldn't head to Idaho and put all that time and money into Lottery tickets??? –Aaron T.
"Oh, you are OK with being a PIMP, but you don't want to be a PROSTITUTE huh?" – Aaron T. ________________ From a former employee who worked in call centers of two MLM companies: Thanks for your awesome website! I finally quit working at these MLM call centers. I am done forever supporting these terrible businesses. I worked at Nu Skin and Monavie. They both treated me well. But really, it felt like working for the mafia deep down inside and I kept rationalizing it because the pay was good (as a college student). It is sad when I think about all the people that worked in these call centers that touted it as such a great business. The managers all thought it was the greatest thing and I always wondered how they could be so blind to how many people were falling prey to the "business." I didn't complain outwardly at work, but I was not a loyal employee on the inside. I despised these companies. The things you have written on your website I have seen every day. Especially the part about self-deception. I really do feel that all of the distributors involved either are corrupt and knew it or just somehow convinced themselves of the legitimacy. Taking a step back it is so
Ch.9- 27 easy to see the ethical problems with Nu Skin and Monavie. Monavie is extremely despicable in my eyes. The juice is absolutely ridiculous. It tastes great but the only claim they can really make is "antioxidant protection." The juice has obscenely high antioxidant protection; more than is needed even. I have seen so many people on fixed income that are wasting their money on cases of juice. They really will sacrifice other important things because they believe "maybe next month I can earn something" and so they keep buying in. I even saw a few people using their unemployment money on it! There are so many times where I wanted to tell the person on the phone: "You aren‘t going to make it, please get out!" The other thing that really gets me is how they cover behind their humanitarian work. Don't get me wrong, I know it is a good thing to help anybody out, and they are doing some good. But around Monavie headquarters, there were pictures of poor Brazilian kids plastered everywhere, and it was just so fake. Your website helped me a lot in moving forward according to how I felt on the inside, so I wanted to thank you. – J. D. ________________
Former MLM insider uses web site as ammunition against ―MLM cancer‖: I just wanted to let you know how much I appreciate your cut-to-the-chase information about MLM and everything related to it. It has been a continual resource as I am approached often about the next great business opportunity that will make me a millionaire. I am a web developer and have worked on the inside of a MLM and saw firsthand the continual plot to capitalize on the failure of others. This site has given me ample ammunition against the spread of MLM cancer. – Mick D. ________________
Insider reveals obscene wealth of founders: A family source (an ex-husband) of one of Nu Skin‘s founders reported in a confidential interview that one of the founders includes among her holdings at least ten homes: ―I am just guessing, but I have a fairly good idea. The one in Sandy, Utah, worth about 6-7 million [dollars], one in Deer Valley; about 4-5 million. One on Maui or on Oahu: about 3-4 million. On Kauai she has an amazing house worth at least 8 million. We bought also that together like the one in the Trump Intern. Tower, worth now about: 4.5 million. One huge penthouse in the Time Warner Building, also on Columbus Circle, worth about 36 million. A lot of land in Deer Valley worth at least 5 million. Land in the Oakley is worth anywhere between 10 and 30 million, depending how you handle it. A condo in Park City of about 1 or 2 million, the Oakley Cabin; at least 15 million. A ranch in Oregon: 3-4 million, a farm in Spanish Fork, Utah: 3-4 million. Land in California, my guess is as good anyone‘s. She owns a lot of stuff I have never seen. My friends have seen the paperwork and it is quite impressive. She also bought and sold a $17. million condo on 515 Fifth Ave. while I was with her. Do you get the drift?‖
A magazine article reported she also owned a Gulfstream II private jet. Her brother, Blake Roney, is reported to be worth at least $800 million. Other key figures have accumulated tens of millions each. Of course, these leaders have initiated and donated to humanitarian causes, and they use this to justify their exploitive scheme. And believe it or not, many in the public and the media buy into this thinking. ―They can‘t be bad people, if they do such good things.‖ To use an appropriate metaphor – If you rob a bank and then give 15% to charity, the bank robbery is OK, right? Sure. And as for the 3+ million distributors (since the company‘s founding) who have paid to get into this opportunity of a lifetime? According to my calculations, based on Nu Skin‘s own reports, approximately 99.9% of the company‘s recruits lose money, after subtracting required purchases and the bare minimum of operating expenses. Less than one in 400 distributors ever turns a profit. Perhaps less than one in 20,000 earns the
Ch.9- 28 ―substantial residual income,‖ also referred to as ―permanent income‖ – that is promised to new recruits who are deceived into investing in this money trap. BTW, this is not just Nu Skin. I have studied hundreds of MLMs and found a similar pattern with every one for which I could obtain data. You would be doing friends and family a great favor by using the ―Answer cards‖ on my site to warn them against ALL MLM/chain selling programs. (It refers them to my site for more info).
Mlm-thetruth.com reveals deceptions typical of MLM 5 Red Flags best detection method for MLM fraud: In 40 yrs. of studying MLM fraud I have not found a better detection method than the 5 red flags found at – mlm-thetruth.com – Frank Thomas ________________ Man thanks mlm-thetruth for keeping money in his bank account First off, let me say that your site is an absolute wealth of knowledge on MLMs, and is what started to make me question a recent proposal that sounds a little too good to be true. [After reading some of your reports], I went back and listened to the compensation plan again on UCI's webinar. They specifically state that selling the energy alone is a waste of time, that you need a "team" to get the most out of the program. I am officially disinterested now. Thank you very much for your vast, knowledgeable website, and the money you kept in my bank account, both long term and short term. I will definitely take a long look at your 1,357 ways to make more money [than MLM] list. – Dan M. ________________
Unmasking MLM deceptions via mlm-thetruth.com Thank you so much for all your hard work in "Un-masking" the truth about these scams!!! I almost got involved with Fortune High Tech Marketing because of a friend. Wow!!! You hit it right on the head. Your "Typical Misrepresentations Used In MLM Recruitment" put it to rest for me. THEY ALL FOLLOW THE SAME UNGODLY LIES. Just to make money off the reps. It's a numbers game. The more people under you, the more people get ripped off to pay you! I wish the Federal Government would put a stop to these people! Or at least the "Federal Trade Commission". – John T. (not Jon Taylor) ________________ MBA grad sucked into 3rd MLM in seven years, sinks into depression My son lives in California, has an MBA and has been involved in network marketing for about seven years. At one point he had a six-figure income and thought the sky was the limit (Cyberwize). When his upline decided to change network marketing companies due to a disagreement and pending lawsuit, my son followed with financially unfortunate results. Now he and the same upline are in a third company. My wife and I have been pretty much supporting him for the past nine months. He keeps thinking that he will experience a 'break-through' and be on top again, but he seems very depressed some of the time. We are very worried about him. Do you know of anyone who might help him to see the reality of the MLM lie? I have tried to reason with him, asking him to discuss his situation with a job counselor on several occasions and offering to pay for the counseling. No luck. It seems to me that MLM is very much like a religious cult and that victims like my son will require deprogramming by a professional. I'm sure he won't listen to me and has a pretty closed mind at this point. – Concerned parent ________________
Ch.9- 29 Woman bombarded by friends wanting to practice presentations on her. Thank you for this site. I like how organized it is and not full of ads and other bogus marketing. I have seen enough of that. I hope this site can help my friends. I have been bombarded with Primerica and Agel bull crap, and I have been sending this link to my friends who are trying to "practice their presentations" on me. God Bless, Stephanie B. ________________ Prospect at MLM meeting did not feel good vibe about the MLM hype: Dr. Taylor, You offer outstanding insight on MLM's. I recently had been invited to attend a meeting on Fortune Hi Tech Marketing. I went and listened. I didn't feel a good vibe about what they were telling me, so I did some research and found your website. I found it very informative and interesting. I made the conclusion not to join FHTM. . . It appears that the "pay for play" aspect is very much involved in this MLM. – Tim W. ________________ MLM obfuscation compared to IBM: In the brief time that I have been "communicating" with a bevy of "Coaches" at Nu Skin, making the obligatory cold calls, listening to the various audio programs that are supposed to "inspire" me to "Blue Diamond" status, I can only say that if my very brief experience could be made into a movie, it would be titled, "Willey Wonka and the Kool-Aid Factory". Rarely are the products ever mentioned and as far as the Coaches providing me with any type of Standard Operating Procedure (manual or online version), the total lack of this kind of important resource reminds me of what once was said about how IBM or Big Blue used to indoctrinate and "groom" their executives like they were mushrooms, or in plain English, " KEEP THEM IN THE DARK AND FEED THEM BULLsh*t". I hope that your website [is seen by many MLM prospects] and thanks for your work on behalf of all of "US". – Lee H.
________________ Time to start a real business: Thank you for your website. It opened my eyes to a lot of things! I am very young lady but had about 30 jobs in my life and scammers just love to take my money... Its time to start my own business (not MLM). Thank you for ideas! ("1,357 Ways to Make More Money than in MLM") ________________ Red Flags go up when a skin care line is promoted with typical MLM hype: I personally would like to thank you for shedding light on MLM schemes. I read through your entire article, as I was suspicious of the "business opportunity" I had just become aware of through my friend, who invited me to a meeting earlier in the week, and today to an event with a motivational speaker. I decided to investigate this company she's been telling me about, as I've always been interested in health and beauty for women and saw this as an opportunity to perhaps generate some extra income. My BS radar is pretty high and a couple of things said today and earlier in the week bothered me - when the speaker mentioned he "was doing it all for the glory of the Lord." Please, this is the Bible belt but that doesn't legitimize any business venture for me. Instead it raises a question of hypocrisy and doubt in my mind. I don't like when people use the "Lord" as some kind of tool to convince me of their sincerity. Frankly, it convinces me otherwise. Also, when much of what is discussed is "how much you can make" - that bothers me too. Also, saying that "You owe it to your children" - using an emotional tug that didn't sit well with me, either. The product was barely discussed – the potential to change women's lives by using it – and if this product was created by women and is all about women, why were so few women actually speaking? And the ones that did speak of, I wasn't very impressed with, as I've been in sales myself for awhile and am a pretty
Ch.9- 30 impressive speaker myself, so it takes a lot to get my notice. With all that said, I decided to come home and do a bit more research on the topic and I was glad to find your website. Now I want to discourage everyone I met - to not get involved with this venture! – Diana C. ________________ MLM scams harm individuals and society financially, relationally, and morally Recently a close friend of mine got involved with ACN with her grown son and husband. She has turned into a brainwashed zombie and because I'm less than enthusiastic about it (I haven't said anything disparaging, though) our relationship is slowly waning. She's bought into it hook, line and sinker. It seems that at this point she would just rebuff my critical analysis. It has spurred me to do a lot of research, however, and I'm indignant to see it has become a global phenomenon to the detriment of all. Thank you so much for hosting this website. The truth about these scams needs to be presented as an antidote for the lies of illus ive riches which only appeal to ones baser nature. I feel these scams harm financially, relationally and morally to individuals and society as a whole. It seems the cancer is growing and spreading to developing world which can ill afford to slow their economic progress. Thank you – Concerned ________________
As MLM grows, struggling consumers who fall for MLM suffer, families suffer, legitimate businesses suffer, law enforcement suffers, and society at large suffers. – JMT
Critics of mlm-thetruth.com Not everyone is pleased with my research and web site, as the following attests: Dude you are a complete hipocrit. Get a life. 99.9% jajajajaja. Way to over react. On top of that, u have created 40, of these so called scams, nice job you ass - Unnamed [Unnamed is likely referring to Jon Taylor's having been involved in 40 business startups before getting into MLM. However, all were legitimate, and none were MLM.] ________________ RE: Get a job, Taylor You are so out of wack with your so called "experts" and research that you should be held liable for the crap information you peddle. You are so mis-informed about what you spread over the Internet! God, you need to get a life. Business Millions ______________ Blah blah blah...Jon, you and I both know that the only people who don't make any money in Network Marketing are the ones who don't do anything! The failure rate is no different for Real Estate agents, life insurance sales, any profession that you are an "independent contractor". It's simple, we were never programmed to work for ourselves, people just don't want it bad enough. . . Network marketing is easy, the more you show the more you make...period. Product does not have feet, you need to share product, share the opportunity and not care who say's yes or no. It's not about the answer, it's about the process! Man I wish somebody would lay the blame where it needs to be! John ________________ I THINK YOU ARE A LAZY MYOPIC LOSER! PEOPLE DO NOT MAKE MONEY
Ch.9- 31 FROM MULTI-LEVEL-MARKETING IF THEY FAIL TO BUILD A FORMIDABLE ORGANIZATION JUST AS YOU WILL NOT MAKE MONEY FROM A PRINTING FRANCHISE IF YOU FAIL TO ACQUIRE CUSTOMERS. IF ANY MLM BUSINESS PROMISES YOU A GET-RICH QUICK FORMULA IT IS A SCAM, BUT MLM ORGANIZATIONS LIKE AMWAY, ACN, AVON ETC DEMAND HARDWORK AND PERSISTENCE FROM THEIR REPS IF SUCCESS IS TO BE ACHIEVED. IF A REP FAILS TO DO THE RIGHT THING, HE/SHE WILL NOT GET RICH JUST BECAUSE HE HAS ENROLLED IN A MULTI-LEVELMARKETING ORGANIZATION. ACN AS A MATTER OF FACT IS THE BEST BUSINESS MODEL IN EXISTENCE AT THIS POINT IN TIME, IT DOES NOT MATTER IF LOSERS LIKE YOU SEE IT OR NOT. I HAVE FRIENDS WHO HAVE BUILT UP ENVIABLE FINANCIAL FREEDOM FOR THEIR FAMILY THROUGH ACN, SO IT IS SAD THAT YOU GO ON CRITICIZING WHAT YOU HAVE NOT EXPERIENCED SIMPLY BECAUSE YOU HAVE TALKED TO PEOPLE WHO ENROLLED IN ACN WITH WRONG PERCEPTIONS AND FAILED TO FOLLOW THE RECIPE AND THEREFORE FAILED TO ACHIEVE ANY RESULTS. WHY DON'T YOU TALK TO THOSE WHO HAVE CHANGED THEIR FINANCIAL FUTURE THROUGH MLM BUSINESS MODELS AS WELL? I BET YOU THERE THOUSANDS OF THEM AROUND THE WORLD. I LIVE AND INTERACT WITH SOME OF THEM. IT IS AMAZING HOW LOSERS LIKE TO CONGREGATE TOGETHER AND SEEK ATTENTION FROM PEOPLE IN ORDER TO HIDE THEIR INEFFECTIVENESS AND LACK OFD PERSISTENCE. MY CHALLENGE TO YOU IS TO ENROLL AS AN ACN REP, FOLLOW ALL THE
RECIPE THE COMPANY HAS PUT IN PLACE, AND ENDEAVOR TO BE COACHABLE, IF YOU DO ALL THESE THINGS AND ARE ABLE TO BUILD UP A LARGE ORGANIZATION OF REPS AND CUSTOMERS BETWEEN 2 - 5 YEARS, AND YOU FAIL TO BECOME FINANCIALLY FREE, THEN GO AHEAD AND CONDEMN THE COMPANY; NOBODY WILL BLAME YOU. OTHER THAN THIS, JUST SHUT UP AND GET A LIFE! JERRY O. ________________ Great job of destroying the dreams of thousands of people.. Yes there are problems with some MLM companies however the numbers you quote just don't add up..billions of dollars in sales by direct marketers sort of tells the tale.. In addition, why don't you attack WalMart..they have hundreds of stores that hardly pay a decent living and make millions of dollars off of people..there is a Sears outlet store in about every small community..of course all those independent gas station operators that thought they were going to make it big and went broke tryin to.. You have some type of income that depends on the efforts of others unless you farm and them someone has to get paid for the seed they sold you.. The point is..most MlM companies simply offer an opportunity to be more in control of your financial future via a REAL business..some make it..some do not..most come into the business thinking that they are going to get rich in a few months and fail..either because they did not work the business or they did not work and probably fail at most of what they have tried in the past.. What you do is throw water on the hope of some people because they think you are a doctor and know what you are talking about.. I DON'T!! Robert B. ________________
Ch.9- 32 You have too much time on your hands. I found most of your information to be inacurate. You need to talk to Donald Trump or Robert Kyiosaki or anyone who actually has had business success. You clearly have no idea what you are talking about. I would invite you to take a true look at a more upscale, growing and successful company and see if all those points apply-you'll find that they don't. Donna W. ________________
into the business in order to continue making money, but this is true of all small businesses for the first several years. Marissa D.
I am just amazed that such an article would attempt to be out there after many years of MLM winning the battle initally fought by the granddaddy of MLM, Amway over 60 years ago. Maybe someone should explore what this industry has done for hundreds of thousands of people worldwide and thus making families more focused and together. There is nothing illegal or a scheme with MLM. Read the next billion dollar trend to see the trends and get your records straight and begin educating people the right way. Rosa S. ________________
RE: Your website is bul-sh...!!
[NOTE: Marissa should read some of the statistics from the Small Business Administration and other agencies that help with small business startups. Based on reliable statistics, all four of the above four sentences are false.] ________________
This website should called mlm-thelie. There may be some truths in there but the idea of the website is completely wrong. I would suggest you to evaluate more network marketing companies. And I mean "network marketing companies". Don't put network marketing and mlm together. That is just bull. Now put that in your testimonial page! Hung T. ________________ Can you help me?
RE: Loved your site! You know, you seem to be a pretty smart guy...but don't you have better things to do with your time? Do you know why most network marketing company's fail peopel? It's because people don't work...they are lazy!!! Paul ________________ One of the unfortunate things that your site doesn't take into account is that there are few if any small businesses that make any kind of profit within the first 5 years. The only real opportunity for regular people to start their own business is in network marketing. A legitimate networking company will allow someone to start a business for less than a hundred dollars, when a typical small business takes more than a hundred thousand. And yes, most of not all of the money made should go back
hello, uhm, how sure are you that what you presented is true? i know people that are rich from mlm, how can you say such things? do you know why most people fail? because they didn't do this right. why are you so negative? because you couldn't do what some people can do? not everyone can succeed, but there are +2000 blue diamonds. please explain to me why... i just don't get it... Sydney T. ________________ RE: MLM IS THE BEST BUSINESS! I am writing to you because I am going to prove you WRONG! You obviously are to incompitent to understand what a MLM is. I became a wellness consultant for Nikken back in the beginning of June and this was a life changing decision I have ever made! I received a $2,100 commission check the next month my commission check was
Ch.9- 33 $3,200!! I am continually earning a large income and it was because I joined the most amazing MLMs ever!! The people who just start out in a MLM can be very successfull!! If this was a pyramid scheme I would not be making this much money!!! MLMS are the most rewarding business opportunity!!!! I will speak this truth to the very end of my life!!! David R. Nikken Wellness Consultant ---------------------My response to "Nikken Wellness Consultant":
David – If a business is legitimate, one will be able to report profits on their income taxes. Please write me back in a year and tell me what you reported as net profits from your MLM. JMT NOTE: David did not write back, and did not respond to a follow-up inquiry two years later. ________________ Your an idiot! You are ignorant! A website dedicate to that! Get a life! Kelly L.
Ch.9- 34
Appendix 9C
Excerpts from a sample of complaints against MLMs filed with the FTC in 2013 Many of the complainants who filed complaints pleaded for help from the FTC. These excerpts from a small sample from across the MLM industry show that this is a serious systemic problem to be addressed. For a more thorough collection of complaints filed against MLMs, read the full report of complaints as posted on the web site – www.mlm-thetruth.com. (Names of complainants and MLMs are redacted, as the purpose is not to focus on any one company but to show a general pattern of MLM abuse; so only reference numbers are included at the end of each excerpt. Spelling and grammer is not corrected.) ____________________ This is how they make money some are succesfull but a vast majority are dupped Im one of the dups IM not stopping here I WILL KEEP MAKING NOISE UNTIL SOMEONE HEARS ME this is not fair im on disability I figured this is a way to make extra cash I dont have funds to throw away PLEASE HEAR MY COMPLAINT . . . [to the FTC] PLEASE DONT LET OTHER PEOPLE GET PLAYED. PUT AN END TO THEIR SCHEMES ON THE AMERICAN PEOPLE (#46157475) This (MLM company _____) is a nightmare!! It practically caused my sister to almost loose her mind. . . This thing is a CULT and it continues to get people in it, somebody has to do something about it. It is ruining so many lives. They keep believing the brainwash. They are loosing cars, houses, going homeless, yet they still believe the brainwash. . . . These people are cult leaders please stop the madness! someone has to save all these poor souls! (#43422929)
PLEASE INVESTIGATE THIS (MLM) COMPANY. IT IS A PYRMID SCEME AND NEEDS TO BE STOPPED IT IS PREYING ON POOR PEOPLE AND IS DECIEVING WITH THE IDEA OF YOUR OWN BUISNESS AND THERE IS NO BUISNESS ITS A MONEY LOOSING SCAM ADDING NEW MEBERSHIP IS THE ONLY REAL WAY TO MAKE MONEY, (#49250725) I am writing to urge the Federal Trade Commission (FTC) to take a look into (_____company) has been accused of operating an abusive pyramid scheme that targets minority groups, especially Latinos, and falsely promises large profits. . . the evidence of consumer harm is widespread in my district and across the country, I believe it is critical for the FTC to conduct a thorough investigation and protect consumers from these malicious recruitment tactics and false promises. If (MLM company _____) is acting illegally by making false income claims to vulnerable Latinos in my community, then they need to be held responsible. (#47799802) (MLM company _____) is DEFINITELY a pyramid scheme. Ive been in it for about a year now and Im probably one of the only people who are wise enough to see that it is a pyramid scheme and can help the FTC build a strong enough case against it to take it down. In short, the primary motivation for people to join the company is the business opportunity, not the products, the products suck, and then the primary aim is to "recruit" other people into the bizop... making it a pyramid scheme. . . Its time for the FTC to finally take notice too and take it down. . . (#44199076)
Ch.9- 35 Consumer is writing on behalf of his church community. They have a complaint about the (MLM company _____), who they say is a "get rich" quick pyramid scheme. . . . Consumer is requesting the FTC initiate an investigation into (MLM company _____), and their illegal business practices. (Complaint #49895035) I became a member very recently and was not informed that I would be required to make a minium purchase every month or one will be placed for me against my will. When I called to cancel, I was told that it was too late, an order will be placed for me, and the amount deducted from my checking account. I cannot afford the purchase and will endure a finanical mess if they force this deduction. I pleaded my situation to no avail. I feel violated and now have enourmous stress. This is robbery. (#43123669) I am writing since we are in the middle of a difficulty with this (MLM company _____) and wanted to alert about this type of dishonest practice. . . We just want our money back and alert people who, in good faith, rely on this type of business. (#45566292) I conclude that this company is nothing but running a scam in American soil. I did pay for all products I have ordered during my three months trial period even though the products are very expensive. But time came to get my money back like other scam under disguise of genuine business failed to keep their side of the bargain. . .I want those authority who oversight these type of activity do an investigation about the business and types of agreement. --(#48558336) (MLM company _____) seems like an unfair bussiness and I simply want to make sure that the public in my community is not being scammed out of their hard earned money in a tough economy. The information I've read on the internet seems pretty compelling and I'm inclined to believe that (MLM
company _____) is a Puramid and a MLM. Hopefully, this complaint will save consumers their time and money. (#49780798) I was invited to a meeting for (MLM company _____), Scam, Pyramid, Rip off... call it what you want they need to be stopped. They are ripping people off and the worst part is it's people who can't afford it and are embarrassed to say anything when they have been. Met some very nice people brainwashed by a snake in the grass. Shut them down please (#48949355) After politely telling them [MLM recruiters] no they preceded to belittle me. Tell me that attending college was a waste of time and that I was "doing nothing with your life". . . the business did not approach me about the product itself. Instead, the calls and personally meetings I had attended were about buying into the business itself. The meetings did not aim to promote me, as a consumer, to drink (MLM company _____) products but to pay for a "builders kit" to become a "brand partner" to sell the drink as well, which makes it mandatory to buy arbitrary amounts of (MLM company _____) product a month. I request that the 70-30 rule be applied in the investigation . . . and that (MLM company______) be acknowledged as a pyramid scheme. (#50122667) I have encountered their marketing materials on social media, and they have all the tell-tale signs of a classic pyramid scheme: outlandish income claims with little work, revenue comes from recruiting new members, they pose as a work-from-home (MLM) system but there is no apparent product beyond vague "business services."What's more, they appear to be preying specifically on lowincome individuals with poor credit. Please put a stop to this scam promptly, as it is spreading quickly on social media. (#48188074)
Ch.9- 36 Ive heard promoters in the company say things like " I am SO glad we got in when we did"! Thats a sure sign that something illegal is going on. The market saturation is getting so bad they are having to extend to Europe just to find promoters. The product is GROSSLY overpriced and the only way people can make money is to RECRUIT MORE PEOPLE. Please look into this, thousands of people are losing money, thousands of people are putting off looking for a real job because they are lied to from this company. The promoters are teaching people that if you have a JOB you are just. over. broke. and the only way to be truly free is to join the company. The FTC is supposed to protect consumers. Please do that for people that are falling left and right for the (MLM company_____) Scam (#44849463) in my stupidity, I signed and payed to join the program. I tried to contact them, no answer and no money back (although it was guaranteed. I'm feeling really stupid and can't do nothing about it. please if you can help me and others not to fall to this scam. (#43791952) I currently joined zhunrize inc as it grows its business and members to over than 5,000 members. However, it seemed to me that based on its operation and compensation plans, it is identical to those with pyramid schemes business model. Is (MLM company_____) business a pyramid scheme? If so, I would be very concerned with the current members and myself. Even if there is no complain filed against it, will the FTC/Authority-incharge shut it down as we know that pyramid scheme model will never succeed and is illegal? (#49468870) This company targets many college students, and created a very believable website and scheme. There are many many people involved in the state of New York and it is growing very fast. . .This company is going too far and needs to be stopped. (#44800314)
They're [the MLM] HEAVILY focused on recruiting people rather than selling the bottles of juice and they're using cult-like techniques to control their people You guys [FTC] gotta do something. (#49110645) No where in the online order process did it state non refundable. It is only listed on the print out order form that you mail in. This is absolutely misleading to the customer and this practice needs to be addressed as well as changed. (#46673510) I am writing to express my concern regarding (MLM company_____)‘s illegal pyramid scheme. As you know, pyramid schemes such as this can be very damaging to consumers. (MLM company_____) members are much more likely to lose money (as much as $10,000) than make any money from the company because its compensation program is based exclusively on the recruitment of new participants. I respectfully urge you to promptly bring an action to end (MLM company______) (#46104681) Hi, My 19 year old son . . . was a good student, . . Since becoming involved with (MLM company_____), he is no longer interested in college or music, and tells me (MLM company____) is his only career plan. . . it is as though he has been brainwashed. . . I believe marketing a pyramid scheme to naive teen agers is a very evil way to make money. . . The aspect that I find very troubling is the brain washing and the discouragement of education. . . Their videos and "motivational" techniques all point out that college is a waste of time and resources. The emphasis is on recruiting brand partners on your downline, not selling product, which sounds to me like fitting the pyramid model. But even if not illegal, this company is highly unethical and is ruining our future generation. . . I would like to ask that you investigate them and try to find a way to shut them down if at all possible (#49951790)
Ch. 10- 1
Chapter 10: IS MLM LEGAL? When is an MLM program a bogus ―business opportunity‖? Or an illegal pyramid scheme? Are all MLMs technically illegal? What are the most significant legal precedents for MLM cases?
Chapter contents Introduction and summary
10-1
Brief history of pyramid schemes & MLM
10-2
Consumer Protection – & Legal Issues – related to MLM as a Business Model 10-5 As an endless chain recruitment model, MLM is fundamentally flawed. 10-5 MLMs vs ut a difference 10-7 Causative and defining characteristics of rec. pyramid schemes – a distinction witho ruitment-driven MLMs, – or product-based pyramid schemes 10-8 MLM as simple fraud – or as systemic fraud 10-10 The inherently flawed characteristics of MLM suggests that all MLMs may be in violation of Section 5 (FTC Act). 10-12 Efforts of states to confront pyramid schemes and MLM abuse 10-12 Rule 23: Class actions against MLMs – or ―private AG actions‖ 10-13 A notable success story: Amway/Quixtar settles for $150 million. 10-13 The pyramid issue is a sideshow 10-15 Are MLM participants employees – or Independent contractors? 10-16 MLM‘s terrible problem – legal identity 10-17 Important FTC Communications: Justification for considering pyramid schemes Illegal – why not the same for MLMs? 10-18 Speech by FTC‘s D. Valentine – quotes. 10-18 FTC Staff Advisory Opinion - James Kohm. 10-19 Lessons from Landmark Cases: The Koscot precedent 10-21 FTC v. Amway: 1979 decision facilitated proliferation of product-based pyramid schemes10-22 Webster v. Omnitrition challenges ―personal use‖ 10-25 Equinox Int‘l settled with FTC & eight states, for nearly $40 million in restitution for victims – important lessons learned 10-26 Fortune Hi-Tech Marketing shut down as alleged pyramid scheme 10-28 Same fundamental flaws in surviving MLMs as in those shut down. 10-28 Internal consumption a key issue in current regulatory actions. 10-29 Why MLM is an unfair & deceptive practice 10-29 New CFPB to watch for ―abusive‖ practices 10-29 Conclusions 10-30
Appendix: 10A: The $10,000 ―unfair and deceptive practices‖ challenge 10-31 10B: Prohibitions and restrictions by federal agencies and state statutes 10-33 10C Class actions covered by Rule 23 10-37 10D: Statement on pyramid schemes by ome important MLM cases 10-47 Debra Valentine, FTC Gen. Counsel 10-40 10E: S10F: State laws relating to MLM/direct selling, including those prohibiting endless chains or pyramid schemes 10-61
Introduction and summary Let me begin by stating I am not an attorney and make no pretense about this being an exhaustive legal treatise on this thorny issue. I have been a consultant, teacher, salesman, entrepreneur, and 333 consumer advocate. This latter focus came after witnessing what I believe to be the most unfair, deceptive, viral, and predatory business practice ever foisted on unsus-pecting home-based business opportunity seekers (and victims who were not seeking anything) – most of whom had no idea how damaging to their personal and financial well-being it can be to commit to an MLM. When I have consulted with attorneys and/or acted as expert witness in MLM cases, I have found it necessary to focus on legal precedents for much of my analyses. And of course, attorneys must constantly focus on the law and its interpretation, regardless of what logic and research may suggest. Acting as a small business analyst, I try to be guided by solid logic and research and by feedback that I have received from MLM participants and their families worldwide. In this chapter, I will focus on the larger issues, and attempt to strike a balance between the
333
See Chapter 1 for bio and Appendix 1A for vita.
Ch. 10- 2 legal issues and the economic and social consequences of MLM. The preceding chapters serve a dual purpose: First, I have attempted to thoroughly analyze and expose the inherent flaws in multi-level marketing as a business model and as manifested in hundreds of MLM programs currently operating, and – by extension – in thousands of defunct and future MLMs. Substantial evidence for these flaws has been summarized, including new evidence presented here for the first time. Secondly, this book demonstrates that the degree of unfairness and deceit of MLM as an industry, as well as harm to participants, strongly suggests that MLM is as bad as or worse than any classic, no-product pyramid scheme. In fact, if MLMs were classified as pyramid schemes, they would be illegal per se, according to FTC guidelines.334 Though it is not my primary objective in this book to prove that any given MLM is an illegal pyramid scheme,335 it is relevant to know whether or not an MLM displays the characteristics of a recruitment-driven MLM336, or what I would label a ―productbased pyramid scheme,‖ because such schemes lead to horrendous loss rates among participants. Where data has become available, approximately 99.7% of MLM participants lose money,337 assuming at least somewhat realistic estimates of attrition, purchases, and minimum operating expenses are factored into the analysis. Repyramiding338 and related non-legal issues have also been treated in this book. I will in this chapter attempt to summarize some of the more significant statutes, court decisions, and agency rules and communications that have been and could be used in arguing and deciding the argumerits of a case. It is my hope that this 334
Letter from Robert Frisby of the FTC, citing section 5(a)(1) of the Federal Trade Commission Act, 15 U.S.C. 45 (a)(1). See also Koscot Interplanetary, Inc., 86 F.T.C. 1106 (1975) 335 Again, I am a business analyst and consumer advocate, not an attorney 336 See Chapter 2 . 337 See Chapters 2- 7. Similar results were also reported in ―The Myth of ‗Income Opportunity‘ in Multi-level Marketing,‖ by Robert FitzPatrick, Pyramid Scheme Alert, 2008. 338 A more complete discussion of re-pyramiding and how major MLMs manage to avoid market collapse and endure for decades is found in Chapter 3.
chapter, along with those preceding it, will also provide information that will be useful for business scholars, media investigative reporters, consumer awareness groups, attorneys, and consumers themselves.
A brief history of pyramid (and related) schemes, direct selling, and MLM We will now consider an abbreviated history of the origin of multi-level marketing programs (MLMs). Note that I have labeled MLMs as ―product-based pyramid schemes‖ to underscore the fact that the existence of products does not mitigate the harm caused by pyramid schemes. Ponzi schemes. When Charles Ponzi organized the Securities Exchange Company in Boston in 1919 and issued promissory notes payable in 90 days with 50 percent interest, he kicked off a storm of investment frenzy which duped just about everyone, including politicians, law enforcement officers, and reporters. He tricked speculators by using the money of new investors to pay old investors huge ‗profits.‘ Ponzi took in over $15 million from this and other schemes before his house of cards collapsed, causing losses for thousands and leading to jail time and his eventual deportation to Italy in 1934. Incidentally, there were similar schemes prior to Ponzi (for example, John Law‘s ―Mississippi Bubble‖ scheme in France in 1719 and William Franklin Miller‘s Franklin Syndicate in 1899—a.k.a. ―520 percent Miller‖), but the Ponzi name stuck for this type of phenomena. Some consider Ponzi schemes as separate and distinct from pyramid schemes, but as one writer observed, Ponzi and pyramid schemes do have similarities. Both are fraudulent arrange-ments for the receipt and redistribution of money with early participants winning and those who enter later losing. In each case it is essential to continue the game with new infusions of money, for if the play ends and there is an accounting, there must be a deficit and cries of pain. But where Ponzi promised a definite return on one‘s investment – albeit a huge on —the possibilities
Ch. 10- 3 in a pyramid were almost limitless as new subscribers feed those who joined before. Furthermore, the machinery of the pyramid is always explained and is, in fact, one of its alluring features, whereas Ponzi plans invariably refer obscurely to exotic investments that are really irrelevant and usually nonexistent. In some cases the pyramid seems almost acceptable socially, as in the cases of chain letters or [chain] distributorship plans, but there has never been any question about the vice of 339 Ponzi schemes.‖
―Pay-to-play‖ chain letters. Later came chain letters, beginning with the ―send-adime‖ letter widely appearing in Denver in 1935, which bore the heading ―Prosperity Club‖ and the slogan ―In God We Trust‖ This led to the $1 chain letter in Omaha, chain letter agencies or ―factories, and the ―Circle of Gold‖ which spread from California throughout the country in the late 1970‘s – all of which used the postal system. Participants would send a dollar to the person at the top of a list of names that was mailed to you, add their name to the bottom of the list, and then mail copies of the letter to persons they know with instructions to do the same. Many of these chain letters went underground because of aggressive enforcement of federal mail fraud statutes. Still other variations, such as chart and airplane games, emerged later. Another variation appeared about the time the Internet was launched. What I call ―report chains‖ encouraged you to buy reports listed on a list of names with addresses and then mail a report on anything of interest and add your name to the bottom before mailing it to your list of contacts. The reports were typically useless rehashes of readily available information – often money-making ideas. ―Chain selling‖ or ―chain distribution‖ systems, or what eventually came to be called ―pyramid selling‖ or ―multi-level marketing‖ (MLM), were an eventual offshoot from chain letters. With chain selling, the selling of products was made through multiple levels of distributors, each of whom received some 339
Joseph Bulgatz , Ponzi Schemes, Invaders from Mars, and More Extraordinary Popular Delusions and the Madness of Crowds (New York: Harmony Books, 1992), p. 36.
type of compensation for the sales of those recruited at lower levels, or one‘s ―downline.‖ No-product pyramid schemes. I use this designation to separate these schemes from product-based pyramid schemes, or recruitment-driven MLMs. It is difficult to determine when the first no-product pyramid schemes were promoted, but by the 1980s several were operating. One example was ―The Airplane Game,‖ in which participants were recruited into four layers, or ―tiers‖ – one captain, two ―co-pilots,‖ four ―crew‖ members, and eight ―passengers.‖ Typically, one would pay up to USD$1500 to enter at the level of passenger, in the hopes of receiving a payout of 14 times that amount (in a 1-2-4-8 pyramid) when one 'piloted out' at the top of the scheme. The pyramidal structure is shown below:
The Airplane Game: The "eight-ball" model contains a total of fifteen members. Note that unlike in the picture, the triangular setup in the cue game of eightball corresponds to an arithmetic progression 1 + 2 + 3 + 4 + 5 = 15. The pyramid scheme in the picture in contrast is a geometric progression 1 + 2 + 4 + 8 = 15.
The ―captain‖ at the top walks away with the money and then either drops out – and the others each move up a level – or he/she either starts a new pyramid and repeats the process all over or enters at the bottom and recruits his/her way up to the top in order to cash in again. The problem is that at some point the game reaches a point of saturation in which no one wants to enter the pyramid and it collapses – or is shut down by authorities. Then all those at the bottom levels lose money, which approximates 90% of participants. (For a breakdown of the loss rates, go to Chapter 7, ―Appendix 7B: Winners & losers in no-product pyramid schemes ―) It doesn‘t matter how many times the pyramid has been recycled into other pyramids, the scheme will eventually
Ch. 10- 4 collapse, leaving approximately 90% in a loss position. These schemes are widely considered to be unfair and deceptive practices. And though the FTC does not specifically address pyramid schemes, such schemes have been deemed unlawful under Section 5 in the Federal Trade Commission Act.340 Another recent genre of no-product pyramid schemes were the ―gifting schemes,‖ such as ―Women Empowering Women,‖ in which participants donated or ―gifted‖ money to the operators of the scheme, who claimed it was legal since the money was paid as gifts, rather than investments. But authorities did not accept this distinction, and the gifting schemes were shut down. ―Affinity groups‖ were also promoted, in which close-knit groups were targeted to promote ―Dinner Parties‖ with guests investing in a pyramid of participants similar in structure to the Airplane Game. These too were shut down by authorities. Periodically, others followed suit. However, most pyramid promoters today see little need to initiate no-product schemes which are easily recognized as pyramid schemes. The trend today is to introduce products to give them an air of legitimacy – and to deceive regulators, the media, and the public into accepting them as legitimate. Early direct selling programs. Parallel to these developments were the appearance of door-to-door salesmen. These became common during the depression when some people were desperate to do anything to bring in some needed cash. Examples included those selling Bibles or miracle cures door-to-door. Some of the more sophisticated direct selling programs that were popular in the 50s and 60s included World Book Encyclopedia, Encyclopedia Britannica, Fuller Brush, and Mary Kay Cosmetics. I recall when Amway in the 1970s was 340
Section 5 in The Federal Trade Commission Act states that ―Unfair methods of competition in or affecting commerce, and unfair or deceptive acts or practices in or affecting commerce, are hereby 340 declared unlawful.‖ In re Koscot Interplanetary, Inc., 86 F.T.C. 1106 (1975)
primarily focused on selling unique cleaning products to friends and family, rather than to downline participants. (Amway has since become much more recruitment driven.) To help pay my way through college, I sold World Book Encyclopedia. When I made a sale, the largest commissions from the company (20-30%) went to me as the person who produced the sale. My division manager got a smaller percentage, and his manager a still smaller percentage – but of course they were drawing commissions from many salesmen. I found a similar pay structure when I sold insurance many years later. The person who made the sale got the lion‘s share of the commissions. In sharp contrast, in MLM, the commissions paid by the company to the front line person making the sale is only a small percentage of the total commissions paid by the company for that particular sale. Most of the commissions go to the upline. In Chapters 2 and 7, I explained why one must examine carefully the compensation plans of direct selling programs in evaluating them. This, of course, would apply to any packaged home ―business opportunity.‖
To say that the addition of products somehow mitigates the damage done by a pyramid scheme is an uninformed view.
Multi-level marketing programs (MLMs), or product-based pyramid schemes, evolved from no-product pyramid schemes. In about 1934, a company called Nutralite was founded and by 1945 developed multi-level marketing (MLM), a means of turning consumers into distributors. They learned they could sell far more products by selling to distributors than they could by selling direct to consumers. After all, it is easier to buy than to sell, and if a person can be convinced that he/she will make money by buying products to qualify for commissions from sales by those he or she recruited, the sale is an easy one.
Ch. 10- 5 The nutritional products were promoted as effective in treating a variety of ailments, including even cancer, heart disease, and depression. Sales exploded. For a brief period, the FDA took notice and battled spurious product claims. And other regulatory agencies began questioning the legitimacy of MLM as a business model. In 1960, Rich DeVos and Jan Van Andel developed an MLM they named Amway – short for American Way. Their product was a unique biodegradable soap called Frisk that would avoid FDA scrutiny. They created a compensation plan that essentially rewarded those at the top of a pyramid of distributors at the expense of a continuing stream of recruits at the bottom, who bought the hype of promised riches if they followed their system – which included buying products on a monthly basis to qualify for commissions and for rank advancement by recruiting others into the pyramid. Sales exploded from about $½ million in 1960 to $25 million in 1964. Amway also acquired Nutralite in 1972. The ―recruiting machine‖ that Amway developed quickly attracted the interest of prospects and of regulators as well – setting the stage for a later battle with the Federal Trade Commission. Thus Amway, and the contest between those advocating for consumers, and an industry promoting a flawed business model that featured unlimited recruitment of a whole network of endless chains of consuming participants, was born. In-home demonstration plans, or ―party plans.‖ Party plans feature gatherings of neighbors, friends, and family members for a demonstration of lines of products typically sold by persons in their own home. Rewards, which are based on sales volume of those sponsoring the ―party,‖ may include products, commissions, and bonuses with upline sponsors also receiving commissions and bonuses. Whether or not a party plan can be considered a product-based pyramid scheme in disguise depends on how the participants at the upper levels are compensated. So the same analysis used in evaluating an MLM should be done with party plans.
CONSUMER PROTECTION – AND LEGAL ISSUES – RELATED TO MLM AS A BUSINESS MODEL As an endless chain recruitment model, MLM is inherently flawed. In Chapter 2, I carefully defined and distinguished MLM from all legitimate forms of direct selling or business opportunities. I also explained the inherent flaw in all MLMs. In a nutshell, MLMs are driven by a network of endless chains of recruitment by TOPPs (top-of-the-pyramid promoters). New recruits enter the bottom level of the pyramid by purchasing (and/or selling) products or services to qualify for commissions and advancement up the various ranks (levels) in the pyramid. In MLM, the distinction between buyers and sellers is blurred. The sellers are the buyers, and the buyers are the sellers – to themselves and their families. All of the hundreds of MLM compensation plans I have analyzed are built on the fallacious assumption of infinite markets. They are therefore inherently unfair and deceptive, – profitable primarily for those at or near the top of a pyramid of participants, who are often the first to join. MLM compensation plans also assume virgin markets – which cannot continue idefinitely. So to avoid market collapse, since there is little if any retail customer base, they must be continually expanding (―repyramiding‖) into new markets and/or with new products. A continuing stream of new participants must be recruited to replace those continually dropping out – all to enrich a few TOPPs and the founders, who typically skim a percentage from every sale. The vast majority of new recruits become victims, having been promised substantial ongoing income but experiencing a net loss; i.e., having spent more than they received. 341 They also lose time and often important relationships from incessant recruitment.
341
See Chapter 7
Ch. 10- 6 When the issue of saturation was raised in the 1979 FTC vs. Amway case, the Amway defense was that the total market for its distributors was nowhere near saturation. What was overlooked (or not understood) at the time was that total saturation is not a relevant issue. Why would a city of 100,000 people need 100,000 distributors? Ten or twenty may be plenty to serve the city as a market. It is market saturation that is relevant, not total saturation. Realistic market saturation and collapse happens quickly, as is explained in Chapter 3. The 1979 FTC decision was based on inadequate information. In studying the Amway decision, it is apparent that little was known then about the long-term effects or the many deceptions on which MLM depends. Had the FTC prosecutors had the research reported in this book, the ruling that Amway was ―not a pyramid scheme‖ (assuming compliance with the ―retail rules‖) likely would not have happened. Assuming these officials had access to the data and the associated research we have today – and the will to stand up to the Amway attorneys – Amway would likely have been shut down, and you would not be reading this today. Hundreds of millions of consumers would have been spared hundreds of billions of dollars in losses, to say nothing of the personal costs suffered by victims. Judging MLM by behavior vs. structure and rewards. As I explained in Chapter 2, rewards drive behavior. Therefore, I believe that to approach MLM as strictly a behavioral problem is counter-productive. Yet it is the behavior of participants and leaders that many of the laws and rulings address, resulting in much of the confusion in efforts (or lack thereof) to regulate MLM. An example of behavioral yardsticks is the tendency of regulators to look at such things as the percentage of personal consumption of participants compared with sales to non-participants – or worse, products consumed vs. products stockpiled. Proving such spending patterns requires much research and discovery efforts, which can be very expensive and time-consuming. It is also easily circumvented by evasive company ―policies‖ and pretended enforcement actions.
Another behavioral ―policy‖ is that related to refunds, or buybacks. While this can appear to provide consumer protection, those who deal with MLM refunds know that the fine print of how they are to be executed can assure that only a small percentage of purchases (usually less than 5%) ever result in refunds. They have been encouraged to open and use the products – to ―be a product of the products.‖ Other conditions also discourage those applying for a refund – ―clawback‖ provisions, compliance investigations, etc. And few MLM participants are sophisticated enough to know they‘ve been deceived and determined enough to demand a refund. In Herbalilfe, for instance, It has been reported that refunds are approximately only 0.4% (0.004) of sales revenues. Short attack on Herbalife by Bill Ackman.342 Hedge fund manager William Ackman shorted Herbalife stock to the tune of $1 billion, claiming it is a pyramid scheme and betting that the stock price would drop to zero. Other hedge fund managers, Dan Loeb and Carl Icahn, bet long (hundreds of millions), claiming Herbalife was a legitmate business. Again, the problem with most definitions of pyramid schemes is that they focus on behavioral characteristics, rather than on the underlying structure. Ackman posits six "indicia of pyramids" – all behavioral: • exaggerated earnings claims • Inflated prices & need to sell to other members • Emotional sales pitch - the "Dream" • A history of lawsuits • Targeting the financially unsophisticated • Complex compensation plans Note that none of these address the fundamental flaws in all MLMs, as explained in Chapter 2.. However, Ackman does a good job of describing problem behaviors in MLM. Those defining MLM from a law enforcement perspective tend to make that determination based on whether sales are primarily to participants or to non-participants.
342
Reported in a 340-slide Power Point presentation to a Sohn conference of investors Dec. 20, 2012.
Ch. 10- 7 Needed – Consumer protection against MLM fraud. The FTC and some states prosecute selective MLMs on a caseby-case basis. A far more cost-effective strategy would be to consider all endless chain recruitment schemes to be illegal per se because of the flaws in their fundamental operational structures and reward systems. But with the reality of the 1979 Amway decision, which the FTC seems unwilling to revisit even with evidence strongly suggesting reversal, at the very least the following consumer protections should be provided by the FTC, state attorneys general, and other agencies charged with protecting against unfair and deceptive practices: The fundamental flaws of endless chain recruitment systems, or ―entrepreneurial chains,‖ should be recognized and pointed out to consumers, so they can be given valid guidance to avoid all such programs – which includes MLMs. Consumers should be provided adequate disclosure of information needed to make an informed decision. If a prospect knew that less than one in 100 persons earns a gross profit (receives more from the company than is paid to the company and upline for products and services), and that less than one in 25,000 receives the huge residual incomes reported for TOPPs, they may choose not to participate. As will be discussed later, the FTC bungled the opportunity to require such disclosure when it exempted MLMs from having to comply with its Business Opportrunity Rule in 2011. The powerful DSA/MLM lobby. Unfortunately, neither of the above protections is being provided, and only a handful of states make an effort to challenge the MLM industry and the DSA (Direct Selling Association). The DSA is the MLM lobbying organization that – together with member MLM firms – functions as a cartel to promote the dialogue of deception that shields MLMs from legislation or rulings that could hurt the MLM industry, regardless of how helpful they may be in protecting consumers from abuse.
MLMs vs. pyramid schemes – a distinction without a difference A rationale for the legitimacy of MLM was promoted quite successfully by the MLM industry in the 80s and later by DSA lobbyists. This was the argument that when products were sold by MLM participants, an endless chain recruitment scheme somehow became a legitimate business. The chain of recruitment and stacking of participants into levels of rank in a pyramid was acceptable because this was just another way of moving products to the ultimate consumer. The problem with this line of thinking is that products can then become merely a means of disguising or laundering investments in the pyramid scheme. However, the dynamics of the chain selling system are essentially the same. In fact, money from sales must go through a company infrastructure with only a portion (typically less than half) of payout rebated to participants – after company costs, including skimming of a significant portion of revenues by founders and company executives. And instead of 14 downline participants in an 1-24-8 no-product pyramid scheme343 paying 100% of investments to TOPPs (top-of-thepyramid promoters), in MLMs most of what is left over after cost of goods sold and other expenses goes to TOPPs and founders. The rest is typically spread amongst tens or hundreds of thousands of participants. So approximately 99.99% of new recruits lose money, meaning that the number of new recruits profiting (after all expenses) is close to ZERO!344. The net result of all this is that provable statistics show that participants in classic, no-product pyramid schemes are ten to 100 times more likely to profit from the scheme as are participants in MLMs, or productbased pyramid schemes. So overall, participants in MLMs suffer far greater harm than those in no-product pyramid schemes by any measure – loss rate, aggregate losses, and number of victims. To say that the addition of products somehow mitigates 343
For more on comparisons between no-product and product-based pyramid schemes, see Chapters 2 and 7. 344 Chapter 7
Ch. 10- 8 the damage done by a pyramid scheme is an uninformed view.
Most pyramid promoters today see little need to initiate noproduct schemes which are easily recognized as pyramid schemes. The trend today is to introduce products to give them an air of legitimacy – and to deceive regulators, the media, and the public into accepting them as legitimate.
A ―good MLM‖ may be an oxymoron. So from a systems standpoint, the difference between ―legitimate MLMs‖ and illegal pyramid schemes is a distinction without a difference,‖345 except that MLMs offer products and are more damaging to the vast majority of participants. I would go so far as to say that a ―good MLM‖ may be an oxymoron. I have frequently been asked how one would create a fair and honest MLM. In response, I have given suggestions as outlined in Chapter 2, but no one has followed my advice – which would take away the huge payout to founders and TOPPs and give the bulk of the commissions to those actually making sales to non-participants. Other features would include paying no commissions on sales to downline participants. No one would suddenly get rich in such a program, and to make a profit the founders and TOPPs would have to work as hard as they would in any legitimate business. In fact, they would have to work harder because direct selling has been replaced by handy and competitively priced discount stores and Internet shopping.
345
This is an argument made by Bruce Craig, formerly assistant to Wisconsin AG, who was involved in the Koscot Interplanetary case.
Causative and defining characteristics of recruitment-driven MLMs – or product-based pyramid schemes In Chapter 2, I described in detail typical characteristics of MLM programs that are recruitment-driven, which includes all of the over 500 MLMs whose compensation plans I have analyzed. Below is a summary of the characteristics that cause the horrendous loss rates of these MLMs. These same characteristics also clearly distinguish between product-based pyramid schemes and legitimate direct selling. This is why I refer to them as causative and defining characteristics (CDCs), or ―red flags.‖ Endless chain of recruitment of participants as primary customers. The F.T.C.‘s position on pyramid schemes was originally set forth in the In re Koscot Interplanetary, Inc. case. On page 1181, the Koscot court noted: The Commission has previously condemned so-called ―entrepreneurial chains‖ as possessing an intolerable capacity to mislead. Holiday Magic, Inc., Docket No. 8834, slip op. pp. 11-14 [84 F.T.C. 748 at pp. 10361039] (Oct. 15, 1974); Ger-Ro-Mar, Inc., Docket No. 8872, slip op. pp. 8-12 [84 F.T.C. 95, at pp. 145-149] (July 23, 1974), rev'd in part 518 F.2d 33 (2d Cir. 1975). Such schemes are characterized by the payment by participants of money to the company in return for which they receive (1) the right to sell a product and (2) the right to receive in return for recruiting other participants into the program rewards which are unrelated to sale of the product to ultimate users. In general such recruitment is facilitated by promising all participants the same "lucrative" rights to recruit.
This ―intolerable capacity to mislead‖ is demonstrated by over 110 typical misrepresentations used by MLM defenders and in MLM recruitment campaigns, as discussed in Chapter 8.
Ch. 10- 9 MLM programs are one of the earmarks of a Nothing better describes recruitment-driven, and pyramid scheme, as advancement is tied to MLM than “entrepreneurial opposed to legitimate recuiting a downline. On direct selling.348. chains.” And its effects are the basis of hundreds of For comparison, well articulated in an early MLM compensation plans when I sold World Book FTC warning (before the illI have analyzed, I can say Encyclopedia to help pay fated Amway decision) that with confidence that all my college expenses, I such schemes possess an MLMs reward recruitment was never expected to intolerable capacity to far more than selling of buy my own set. But I was mislead. products to nonable to get my own set for participants. One a discount – my own advances to the top ranks of the pay commission. And when I made a sale, most plan not by appointment, but by of the commissions (about 20-30%) went to recruiting a downline. This feature was me. I did not have to recruit a ―downline‖ to alluded to in the Webster v. Omnitrition make a good income. case, from which I quote the following: In an MLM, while the cost of the enrollment fee, including a sales kit, may be ―The key to any anti-pyramiding rule in a small and likely not a for-profit item, the cost to program like Omnitrition‘s, where the basic qualify for commissions and bonuses can be structure serves to reward recruitment more substantial. In fact, participants are soon than retailing, is that the rule must serve to tie recruitment bonuses to actual retail sales in encouraged to sign up for a monthly 346 some way.‖ subscription to purchase enough products to satisfy their minimum monthly quota to qualify The ―basic structure‖ likely refers to the for commissions and/or rank advancement. potential for growth of an expanding downline, This ―pay to play‖ feature of an MLM pay plan or pyramid, of participants in exponential assures that – given the low amounts of fashion so that – even though the comcommissions and bonuses received – 99% of missions from purchases by each downline participants wind up losing money. It would be participant is small, the aggregate rare for anyone to realize a profit – after commissions can grow to rapidly increasing minimal operating expenses are subtracted, amounts with each additional level of along with purchases from the company.349 participants. This makes retailing of products to non-participants in the scheme a comparative waste of time for those seeking to maximize their gain – which it is human nature to do. ―Pay to play‖ purchases are used to finance pyramid schemes. On the FTC web site347 is a page ―The Bottom Line about Multilevel Marketing Plans.‖ Under ―Evaluating a Plan,‖ the following advice is given: Beware of plans that ask new distributors to purchase expensive products and marketing materials. These plans may be pyramids in disguise.
Most MLMs, require purchases in order to participate in the financial rewards outlined in the compensation plan. This is
346
Webster v. Omnitrition, IIB, filed in the Appeals court for the U.S. District Court for the Northern District of California, March 4, 1996 347 www.ftc.gov
A lack of retail sales is also a red flag that a pyramid exists. Many MLM/pyramid promoters will claim that their product is selling like hot cakes. However, on closer examination, the sales occur only between people inside the pyramid structure or to new recruits joining the structure, not to consumers out in the general public. – Debra Valentine, FTC
348
FTC v. Amway (1979 – 142-145), Webster v. Omnitrition (Discussion on ―Pyramid‖), and FTC v. Skybiz (29) 349 See Chapter 7.
Ch. 10- 10 MLMs are top-weighted. MLMs typically use ―upside-down‖ compensation plans, in which those at the top receive as much or more of the commissions per sale from the company as those at the bottom who do the selling (usually to new recruits). This contrasts sharply with legitimate direct selling, in which the person making the sale gets the lion‘s share of the commissions. In the case of retailers, most of the retail margin goes to the retailer. Thus the emphasis is on retailing. In virtually all MLMs I studied, the rewards (in commissions and bonuses) escalated almost exponentially towards the TOPPs (topof-the-pyramid promoters). – mainly because those at the top draw commissions from the purchases of thousands of participants at the lower levels. Those at the lower levels paid out more to the company than they received back, and their purchases from the company served only to impoverish those at the bottom to the benefit of those at the top. This can be considered an extreme form of leverage. This ―top-weighted‖ characteristic was most noticeable for those with a large number of ―pin levels‖ or ranks in the pay plan – another red flag. This is because the pay increases exponentially towards the top as the number of levels increases. This inequity in distribution of income across the various ranks in the pay plan was confirmed by actual payout statistics in companies that release average earnings data.350 Possible exception: Some party plans may be more retail-focused. The only possible exception I have found to the fundamental flaws in MLMs are ―party plans.‖ While their products are typically priced several times those in supermarkets, they may focus on actual sales to non-participants. Some experts have suggested351 that emphasis on sales of products to nonparticipants could be a mitigating factor in the otherwise despoiling effects of an MLM. But even with party plans, whether or not they are recruitment-driven and top weighted would depend on the details of the compensation plan, particularly as they apply to those at the highest levels..
MLM as simple fraud – or as systemic fraud When I spoke at a seminar for officials of state and national regulatory agencies on product-based pyramid schemes352, I carefully laid out MLM‘s flaws and examples of loss rates of at least 99%, though its promoters were claiming MLM was the answer to their financial problems. Those who attended were shocked at the unfairness demonstrated by the statistics. I asked the group if any believed MLM qualified as a legitimate business opportunity. None of them thought it qualified. Then I asked if it qualified as a lottery or a form of gambling because a lucky few made it to a place at or near the top of the pyramid of participants where large amounts of money was made. Again I got a ―no‖ answer because not everyone had an equal chance. Those who entered at the beginning of the chain of recruitment had a huge advantage over those who came in later – almost all of whom lost money. Finally, I asked, ―If MLM is not a legitimate business opportunity, and if it does not qualify as a fair game of chance, what should we call it?‖ And almost in unison, they answered, ―Fraud.‖ While it may be appropriate – considering the great amount of deception used in MLM recruitment campaigns – to classify MLMs as simple common law fraud, the term ―fraud‖ poses a problem. Most definitions of fraud include an element of intent, such as the following in my dictionary: Fraud – intentional perversion of truth in order to seduce another to part with something of value or 353 to surrender a legal right.
However, I have been informed by competent legal authority that intent is not always necessary for the charge of fraud in cases of white collar crime. Be that as it may, (as I explained in Chapter 9) it is my observation that few MLM participants deliberately seek in their recruiting to defraud prospects into joining. They are merely doing what they have been 352
350
See Chapter 7. Letter from Bruce Craig to Peter J. Vander Nat, then chief economist of the FTC, April 24, 2001. 351
―Product-based Pyramid Schemes,‖ sponsored by Pyramid Scheme Alert. Washington, D.C., June 1, 2001. 353 Merriam Webster‘s Collegiate Dictionary, Tenth Ed.
Ch. 10- 11 and then frittered it away with its exculpatory instructed to do to ―build their business.‖ [retail] 'rules.' They are taught that they can both sell This makes discussion of 'fraud', as you point products and build a ―team,‖ or downline. out, a little more difficult. Fraud is often thought of And I have found denial of deliberate intent as misrepresentation and, in the case of pyramids, to defraud at the highest levels, where a the details of the plan are fully spelled out and they great deal of self-deception occurs, even are, usually, implemented as stated. Most plan though they should have the information to operators say the plan works just as they say it recognize the deceptions and unfairness of does. While earning misrepresentations may also the system. In MLMs, self-deception is be present, they aren't central to the plan – often characteristic of both management and earning experiences do not even exist when the plan is first offered. The participants at all levels. problem, as I have stated, In MLM, the very The addition of products as is in the inherent nature of people who are doing the disguised or laundered the pyramid, product based deceptive recruiting are investments in a pyramid or not. Legally, this can still themselves victims, scheme does nothing to lessen be considered having to recruit large ‗misrepresentation‘ because the harm, but in fact downlines to have any the marketing plan is held increases it – by any measure hope of recouping their forth as a viable business – loss rate, aggregate losses, investments, which concept when it is not. It is or number of victims. include monthly quotas to usually not required that the perpetrator knows he is participate fully in the pay misrepresenting, just that the offering is in fact plan. deceptive. Participants keep buying and recruiting until they run out of money and drop off the Again, my position – and that of other vine. They have been conned into informed consumer advocates – is that participating in a deceptive marketing product-based pyramid schemes, or MLMs, program with a pay plan that mathematically should be regulated the same as no-product guarantees that nearly everyone will spend pyramid schemes, since they are as more than they get back. What money is inherently unfair and deceptive as are nopaid to participants is funneled up primarily to product pyramid schemes.356 In fact, the TOPPs. It is primarily the SYSTEM that is addition of products (as disguised or deceptive, not the participants who are laundered investments in the scheme) does duped into carrying it out. nothing to lessen the harm, but in fact There is no legal term for systemic increases it – by any measure – loss rate, fraud, except that regulatory agencies such aggregate losses, or number of victims. as the FTC consider some activities per se However, since a 1979 FTC ruling that illegal, simply because they are inherently Amway was not a pyramid scheme, unfair and deceptive. These include ―no354 consumers are left exposed to an MLM product pyramid schemes and (we can industry that constitutes an exceedingly infer) pay to play‖ chain letters and Ponzi unfair and deceptive business practice – in schemes. Based on the evidence presented my opinion without a doubt the most unfair here, they should include MLMs. and deceptive of any packaged programs As Bruce Craig, former assistant 355 sold as ―business opportunities.‖ At the very Wisconsin Attorney General observed: least, rules need to be in place to provide In the case of pyramids, the unfairness was consumers some protection against the inherent failure in their marketing systems, deceptive MLM recruitment – which is as Mr. Ponzi demonstrated long ago. The FTC typical throughout the MLM industry.. actually recognized this in their Amway decision, 354
Email communication from Robert Frisby of the FTC staff dated May 22, 2001 citing section 5(a)(1) of the Federal Trade Commission Act, 15 (in re Koscot Interplanetary, Inc., 86 F.T.C. 1106 (1975) 355 Letter from Bruce Craig to Jon Taylor dated May 4, 2004
356
As demonstrated in Chapters 2-9
Ch. 10- 12
The inherently flawed characteristics of MLM suggests that all MLMs may be in violation of Section 5 of the FTC Act. As has been discussed elsewhere, as a business model, MLM ignores laws of supply and demand. MLM assumes an infinite market which does not exist in the real world. It also assumes a virgin market, which does not exist for long. It is therefore inherently flawed, unfair, and deceptive. And it is clear from analyses of MLMs for which data is available that MLM promoters promise something they cannot deliver, except for a few TOPPs, or ―kingpins,‖ at the top of a pyramid of participants, which contrasts sharply with what is promised at opportunity meetings and in company communications. MLM has been foud to be an extremely unfair and deceptive practice, which places MLM companies in a position of being in violation of Section 5 of the FTC Act.
Efforts of states to confront pyramid schemes and MLM abuse A hodge-podge of state statutes and terminology. Those who expect to find uniform definitions and sanctions against pyramid schemes across the 50 states would be disappointed. As explained in Chapter 2, statutory definitions of what is and what is not a pyramid scheme vary, and many show lack of recognition of the fundamental flaws in all ―entrepreneurial chains,‖ or endless chain recruitment programs. This is not surprising, as many attorneys, legislators, academicians, and so-called experts are not clear on these issues. Even the terms suggesting pyramid schemes vary, as the following list of terms used in state statutes demonstrates: Pyramid sales structure – Alabama Chain distributor scheme – Alaska, Nebraska, New Hampshire New York, Vermont, Wisconsin, Pyramid promotional scheme – Arizona, Colorado, Georgia, Idaho, Indiana, Kansas, Louisiana, Maryland, Montana, Nevada, New Mexico, North Dakota, Oklahoma, South Dakota, Texas, Virginia, West Virginia Pyramiding device – Arkansas
Endless chain – California, Wyoming Endless chain scheme – Hawaii Pyramiding – Connecticut Pyramid or chain distribution scheme – Delaware Pyramid sales scheme – Florida, Illinois, Mississippi, Missouri, Pyramid distribution plan – Kentucky, North Carolina Pyramid club – Maine, Oregon, South Carolina Pyramid or chain promotion – Michigan Chain referrals, pyramid sales, or multi-level sales distributorships – Minnesota Pyramid sales plan or program – Ohio Chain letter plan or pyramid club – Pennsylvania Pyramid distributorship Pyramid scheme – Utah, Washington
Definitions and terms designating pyramid schemes used in state statutes are compiled in Appendix 2H of Chapter 2. In Appendix 10A following this chapter you will find a checklist of prohibitions and restrictions related to pyramid schemes used by federal agencies and included in statutes in the 50 states. The actual statutes for the states are quoted with my commentary in Appendix 10E. Reviewing and comparing these wide variations in nomenclature, definitions, and statutes should convince anyone that there is far from unanimity across the country on what should – and what should not – be considered an illegal pyramid scheme. Some of the more useful – and problematic statutory provisions. Eleven of the state statutes employ the endless chain terminology that implies the fundamental flaw of all no-product pyramid schemes and product-based pyramid schemes (MLMs). A few suggest or specifically state that a program that does not emphasize income primarily from sales to non-participants is a pyramid scheme. Careful study of the statutes in the variouis states will reveal that some are more consumer-friendly than others.357. Unfortunately, most of the states fail to mention the inherent flaws of the endless chains of recruitment. And many definitions allow sales to participants to qualify as legitimate sales to end use consumers. The 357
See Appendix 10A and Appendix 2H
Ch. 10- 13 latter have in many if not most cases been influenced by clever lobbying by the DSA/MLM cartel, which works to weaken anti-pyramid regulation to its advantage – but to the detriment of consumers who need protection from such schemes. State statutes regarding ―unfair and deceptive practices.‖ A characterization that describes pyramid schemes that is addressed by many state statutes is that of ―unfair and deceptive practices‖ – which an informed person would assume would have to include MLM.358 But unanimity in defining and regulating this category of abuse at the state level is not much better than is the case for defining and regulating MLM at the national level. The wide diversity of statutes related to unfair and deceptive practices is included in state laws relating to MLM, along with author‘s commentary, in Appendix 10E. (Sometimes these state statutes are referred to as ―little FTC acts.‖
Rule 23: Class actions359 against MLMs – or ―private AG actions‖ Victims find class actions a viable option for redress. Given the very limited effectiveness of law enforcement at federal and state levels in recognizing and controlling MLM abuse, victims of MLMs have resorted to class actions for redress. These are sometimes referred to as ―private attorney general actions‖ because they may accomplish what state AG‘s should be accomplishing – protecting consumers from MLM abuse to some degree by collecting damages and demanding other concessions from abusers. Two big advantages for victims are (1) costs for plaintiff attorneys in class actions are covered by the legal firms on a contingency basis, and (2) judges who hear these cases are less apt to be controlled by powerful political forces influenced by organizations like the DSA and can be more impartial in their decisions. 358
Or if there is any question whether or not MLM is an unfair and deceptive practice, read prior chapters 359 In the United States federal courts, class actions are governed by Federal Rules of Civil Procedure Rule 23 and 28 U.S.C.A. § 1332(d).[1]
Numerous class actions are reported in this chapter, although given the widespread existence of MLM fraud, the potential for class actions exists against dozens, if not hundreds, of MLMs. This should have knowledgeable plaintiff attorneys salivating and wringing their hands at the prospects, assuming victims would come forward. Lead plaintiffs must be committed long-term. In order for a class action to be successful, key victims must be willing to act as lead plaintiffs and to endure a long process of discovery, interviews, and possible court appearances. They must commit themselves to be patient enough to stand up for the class of victims for an extended period of time.360 Considering the tendency for victims to remain silent, or to give up their demand for redress before a decision or settlement is reached, this can be a challenge for plaintiff attorneys. For more information on class actions, go to Appendix 10B.
A notable success story: Amway/ Quixtar settles for $150 million. Again, sometimes the best course for obtaining redress and the satisfaction of seeing a fraudulent company humbled is to pursue a class action against it. For one of the most important class actions against an MLM, I quote from Robert FitzPatrick of Pyramid Scheme Alert in his article titled ―Amway Accused of Fraud; Pays $150 Million; Where‘s the FTC and DOJ?”361 Amway is the largest, oldest and best known representative of ―multi-level marketing‖ (MLM). It is the most prominent member of the Direct Selling Association. This icon of ―direct selling‖ just announced that it has agreed to pay restitution to consumers and reform costs estimated at over $150 million. The payments are in response to consumer accusations that Amway/Quitar is operating an illegal pyramid scheme. The settlement is the largest in MLM history. Three Directors and Advisory Board members of Pyramid Scheme Alert served 360
In Capone v. Nu Skin Enterprises, the case dragged on for eight years before a settlement was finally reached. 361 Posted November 11, 2010 on the web site – pyramidschemealert.org
Ch. 10- 14 individually as experts or consultants in this historic class action case against Amway. The suit was filed by the law firm of Boies, Schiller & Flexner. The size of the settlement astonished some observers, and the news is spreading fast. It was reported on the front page of the USATodayAmway11.05.10. About $55 million of the total is in actual cash and products as restitution for victims and legal fees. Other elements of the settlement include substantial price reductions to make retail sales feasible, and major changes in the infamous ―tools‖ business that will require Amway to take greater responsibility. These schemes are run by some of Amway‘s top recruiters and have been allowed to function at arm‘s length, rogue operations, though highly beneficial to Amway. The huge settlement throws open to question the validity of Direct Selling Association‘s ―Code of Ethics‖ and the legitimacy of all other multi-level marketing companies as viable ―business oppor-tunities.,‖ based on the Amway model. Among the accusations made in the Amway class action suit that resulted in Amway‘s agreement to pay $150 million (the suit was technically brought against Quixtar, the now defunct name used by Amway for its North American operations): - Amway is an illegal pyramid scheme. - Amway‘s Kingpin companies that sell ―motivation and training‖ products to recruits are also an illegal pyramid scheme. - Amway criminally violates federal racketeering law. And Amway violates California‘s ―endless chain‖ law. - Amway masks ―criminal behavior‖ with claims that it is in compliance with a federal Amway ruling of more than 25 years ago. In fact, Amway is not in compliance with the ruling. - Amway induces salespeople to buy thousands of dollars of overpriced products and useless ―success tools‖ and then to recruit others to do the same in an endless chain scheme that dooms, by design, nearly all to losses. - Amway deliberately deceives consumers to enroll in the pyramid scheme in which they inevitably suffer financial loss. - Amway‘s arbitration rule which is intended to prevent victim lawsuits against it is unfair and ―unconscionable‖. [Arbitration can be extremely expensive to contest.] - Amway commits wire fraud and mail fraud. The 99% Factor. A key aspect of the suit is the charge that Amway misleads consumers with false income claims and promises for its ―business opportunity.‖ Pyramid Scheme Alert‘s analysis of Amway payouts to distributors shows that more
than 99% of all who sign up never earn a profit. When actual costs are factored, including the related ―tools‖ business, some estimates put the loss rates at 99.9%. This 99% loss figure correlates with tax data gathered as early as the 1980s when the state of Wisconsin prosecuted Amway. It was also verified by data gained by federal regulators in England who sued to shut down Amway in that country just several years ago. Under terms of the settlement, Amway will be restating its ―income disclosure‖ to reflect that the figure offered to consumers is ―gross income‖ not net, meaning that it is not ―profit‖ and does not reflect costs that consumers incur when they pursue the scheme. (It should be noted that Amway‘s advertised ―average income‖ is also a ―mean‖, not a median, average, so it factors the high incomes of the few at the peak of the pyramid, skewing the ―average‖ upward. Such a skewed ―average‖ can also mislead consumers to think that the ―average‖ participant actually earns a profit, masking the reality that the vast majority earn little or no commissions – and actually lose money. The real damage to Amway and to the MLM industry from the settlement. Although the amount of the settlement was huge as such actions go, $150 million is pocket change to Amway. The real damage was to its reputation. And the settlement sent shock waves throughout the industry, as the case can be made that some of these practices – such as the endless chain of recruitment and the inducement to buy overpriced products which result in almost certain loss – are endemic throughout the industry. Muzzled regulators. Amway has concealed or obscured these devastating losses to consumers, totaling in the billions over time, with elaborate diversions and rationalizations. But, its most effective weapon of mass deception has been its ability to influence politicians who in turn muzzle regulators. The lack of government prosecutions, along with sophisticated PR spin and misleading income data have given MLM schemes an aura of legitimacy, heightening their ability to fool consumers and the media as well. Gradually, though, the truth about how MLMs have escaped regulation is coming to light. The answer is plain and simple: MLMs bought influence in Washington and in some state legislatures with campaign contributions and high pressure lobbying. Amway [has been] ranked as #68 in the 75 top corporate sponsors of Washington politicians, according to the investigative news magazine, Mother Jones. It ranks ahead of food
Ch. 10- 15 giant Archer Daniels Midland, pharmaceutical behemoth Bristol Myers Squibb and just behind in ranking of Wal-mart, General Motors and oil magnate, Koch Industries. For a report on how Amway and the MLM industry have so far escaped law enforcement, send for the free report by Robert FitzPatrick, the 362 Main Street Bubble. . Admission of Guilt? Even though the settlement states that Amway admits no wrongdoing, the fact that Amway agreed to pay accusers and incur other remedial costs up to $150 million and chose not to allow the case to go to trial will be read by many people as compelling evidence of guilt. A settlement of this size can hardly be written off as cheaper than legal defense. In fact, Amway incurred huge legal costs and held up the settlement for three years by arguing not that the accusations were untrue but that the victims had no legal right to bring a suit. When the right to sue was established in court, Amway paid up. Implications for potential future actions. Obvious questions are raised by the suit and the settlement Will the Dept. of Justice now investigate the consumers‘ charges that Amway engages in criminal behavior? Will the Federal Trade Commission, finally, investigate the consumers‘ charge that Amway is operating a pyramid scheme in violation of the Amway ruling of 1979? Will the California Attorney General begin to investigate the charges that Amway and other MLMs violate its state anti-pyramid scheme law? The huge settlement and payments to victims follows other actions against Amway. Government regulators in England several years ago sought to close down Amway for defrauding consumers in that country. Criminal charges have also been brought in one state in India against Amway. And Amway is also being sued for deception and fraud in Canada by Canadian consumers. It is an open question as to how many actions by other governments, consumer lawsuits and evidence of harm are required before the FTC and Dept. of Justice act. The recently published book, No One Would Listen, by whistle blower, Harry Markopolos, dramatically describes how SEC regulators ignored his alerts and allowed the Bernard Madoff Ponzi scheme to grow to enormous proportions. Their failure to act caused harm to thousands more people, despite 362
Available from the pyramidschemealert.org
PSA
web
site
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his written and detailed warnings, which he brought to the agency five separate times over an eight-year period of investigating the scam. Additionally, the news media such as the Wall Street Journal and Forbes magazine also failed to respond to his evidence which he offered them. Madoff was apparently treated as ―too big to expose.‖ Beyond possible new regulatory investigations of Amway, the lawsuit settlement raises another even larger question about other MLM companies: How many other MLM companies are operating exactly as Amway does, which led to this huge payment to victims? This question is especially relevant to regulators and other law firms since the standard defense of most multi-level marketing companies is that they are legal because they operate just like Amway!
The pyramid issue is a sideshow Classic 1-2-4-8 no-product pyramid schemes left 14 losers for every winner. But when products and elaborate compensation plans are added to a pyramid, Amway and subsequent MLM promoters claim it is not a pyramid. In 1979, an FTC judge bought the argument, which set a terrible precedent. Asking if an MLM company is a pyramid scheme is like asking if a hybrid car is still an automobile because of its more advanced features. Or asking if a self-propelled lawnmower is still a lawnmower. When pyramid schemes evolved into multi-level marketing, investments were laundered or disguised through the sale of exotic products and greatly expanded compensation plans. Where the downline in a classic 1-2-4-8 pyramid scheme had a downline of only 14 people, TOPPs (top-of-the-pyramid promoters) in an MLM may have thousands of people in a downline – almost none of whom earn enough in commissions to cover required purchases and other expenses. Thus,. MLMs hugely increased the harm by any measure – loss rates, aggregate losses, and number of victims. If you have been reading this book with an open mind, you would likely agree that MLMs, or product-based pyramid schemes, as an industry are truly an unfair and deceptive practice – and do far more damage than classic, no-product pyramid schemes.
Ch. 10- 16
Are MLM participants employees – or independent contractors? Should MLM ―direct sellers‖ be classified as employees or as independent contractors? An issue that has threatened the whole field of direct selling (including MLM) was the possibility of being classified as employees, since control was exercised by the company and training was provided. In my research, I found an extremely enlightening article titled ―All you need to know about MLM: Is MLM a scam?‖363 The comments at the beginning are quoted below. For more information, read the full article. In 1982 under President Ronald Reagan ([R] 1981-1989), the IRS added Internal Revenue Code Section 3508, which conveniently gave a statutory exemption to two groups of workers: real estate agents and direct sellers. IRC Section 3508(b)(2)(*) defines the term "direct seller" to mean any person if – such person – is engaged in the trade or business of selling (or soliciting the sale of) consumer products to any buyer on a buy-sell or deposit-commission basis for resale by the buyer or any other person in the home or in some other place that does not constitute a permanent retail establishment, or – is engaged in the trade or business of selling (or soliciting the sale of) consumer products in the home or in some other place that does not constitute a permanent retail establishment; – paid in cash) for the performance of the services described above is directly related to sales or other output (including the performance of services) rather than to the number of hours worked; Such person performs the services pursuant to a written contract between such person and the service-recipient and the contract provides that such person will not be treated as an employee with respect to such services for federal tax purposes. 363
The applicable section titled ―1982's IRC §3508: Lobbyists push bad legislation to reclassify specific employees as independent contractors to those contractors' detriment‖ is quoted from the full article, which can be downloaded from the website – http://www.financialindustryscam.com/mlm.htm . While the person who did this research report prefers to remain anonymous (a handicapped woman who fears retaliation), I have found the research to be credible and well worth reading for serious students of the subject.
§3508 in effect only muddled the difference between independent contractors and employees, and I have no doubt lobbying by the MLM and real estate industries had everything to do with it. This was certainly the case in 1996 when the newspaper lobby got Senator Bob Dole [R-KS], who happened to be running for president, to slip a rider into the minimum wage bill that exempted newspaper carriers from all of the labor laws, making them permanent independent contractors like direct sellers regardless of how they were treated. President Bill Clinton signed it into law that same year. The biggest problem with §3508's exemptions is that they directly conflict with the IRS's own criteria for being an independent contractor. Legitimate independent contractors come to their clients pre-hatched. According to the IRS, they: already present themselves as professionals in their fields (have all business and professional licenses, are incorporated, and do NOT require training); assume responsibility for taxes, workers' comp, insurance (E&O, health, dental, vision, etc.), expenses (advertising, overhead), and legal liability (bonded); are hired on a per-project basis and are paid upon completion of the project; can realize a profit or suffer a loss in their business; may perform services for as many clients as they wish with no restrictions; come with all tools necessary to complete jobs; and do not perform work for clients which can impact the success or continuation of the clients' businesses. That last point is crucial. Businesses who utilize the MLM model depend on the services these workers provide; remove these workers, and the business must grind to a halt! And it works in reverse too – take away the company, and these workers' "businesses" vanish. The last point is also significant in that MLM law directly conflicts with it, actually requiring the MLM to rely on the generation of sales and enrollments exclusively by distributors and not by company "employees". (This is to satisfy the "Howey Test" of 1946, mentioned in the "Koscot" section in this chapter, which determined that a regulatable security existed when "a person invests his money in a common enterprise and is led to expect profits solely from the efforts of the promoter or a third party".) That alone should tell you there is something very wrong with the MLM model to begin with!
Ch. 10- 17 So why do MLMs and other like employers misclassify workers as independent contractors when those workers should quite clearly be classified as employees of the company? Because it's cheap and lessens legal liabilities. Companies that hire independent contractors generally avoid employer obligations under many state and federal laws.
MLM‘s terrible problem with legal identity (This duplicates what I wrote in Chapter 2, as it also applies here. For more clarification on MLM definitions, read all of Chapter 2.) MLM promoters and defenders have a recurring problem whenever they have to present MLM as a class of business activity. This is because MLM is like a chameleon; it can – and for promoters it often must change colors to suit the situation. For example: Are MLM participants independent contractors – or employees of the company? As discussed above, MLM executives would like to exercise the control of an employer, but don‘t want to be classified as such because of the costs and legal liabilities. Yet, their contracts have been challenged as exercising too much control for participants to be considered independent contractors. For example, they are not allowed to sell competitors‘ products along with those of the particular MLM they signed with. Are MLM promoters selling investment securities? They talk to prospects about the ―residual income,‖ ―passive income,‖ or ―absentee income‖ potential of signing up in their MLM – as though it were an investment that was not dependent so much on their own efforts as on the efforts of persons in their downline. But they do not register as securities with the state or federal securities agencies. Are MLMs franchises? Though many promoters refer to their MLMs as ―like a franchise‖ or as an ―un-franchise‖ – or even as a ―personal franchise,‖ the last thing MLM executives want is to have to comply with franchise disclosure requirements, including a franchise disclosure document that could be hundreds of pages long with financial data, background of founders, etc. Are MLMs a form of gambling or a lottery? Some promoters present MLM as an
opportunity for the chance of unlimited income. For example: ―You never know how much money you will make if you sign up now,‖ or ―You may have some people in your downline who are ‗business builders‘ who will make you a lot of money,‖ etc. Are MLMs a form of direct selling? Of course, the DSA says it satisfies the criteria of person-to-person selling away from a fixed location, etc. The problem is that the DSA does not specify what legitimate direct selling is not – an endless chain of recruitment of participants as primary customers. Are MLMs buyers‘ clubs? MLM promoters often present their programs as ways to buy from your own business rather than from others – like a buyers‘ club. The problem is that products from MLMs are almost always far more expensive than from alternative outlets, so they can‘t qualify as discount buyer‘s clubs. Also, if personal consumption by participants is the main source of revenues, that strongly suggests a pyramid scheme. Are MLMs a type of business opportunity? If so, they must register as such with the applicable state agencies, which may require disclosure of information they don‘t want to disclose and other requirements with which they would not want to comply. So while MLM promoters often refer to their particular program as a ―business opportunity‖ to prospects, they are careful to refer to it as ―direct selling‖ or an ‖income opportunity‖ to regulators – as MLMs did in comments filed to the FTC, objecting to the Business Opportunity Rule when it was first proposed. Are MLMs income opportunities? If they were, they should provide a good likelihood a person could earn a significant income from them. However, the opposite is true. As carefully demonstrated in Chapter 7, almost all participants in MLMs – approximately 99.7% of them (where data is available), lose money (99.99% of new recruits). It is more honest to call MLMs money traps that lead to almost certain loss, except for those at or near the top of the pyramid of participants. And finally, are MLMs cleverly disguised pyramid schemes? If you are not already
Ch. 10- 18 convinced, read the other chapters in this book with an open mind and decide for yourself. But I can attest that after analyzing the compensation plans of over 500 MLM schemes, I feel more comfortable than ever labeling them recruitment-driven MLMs, or product-based pyramid schemes – the most extreme class of pyramid schemes.
and deceptive practices, so by the same standard they should be declared illegal. But unfortunately, the DSA/MLM lobby with the cooperation of the FTC, use the question of whether or not MLM is a pyramid scheme (with a problematic definition365) as a red herring to avoid the truth about MLM as an inherently flawed business model.
IMPORTANT FTC COMMUNICATIONS
MLM promoters and defenders have a recurring problem whenever they have to present MLM as a class of business activity. This is because MLM is like a chameleon; it can – and for promoters it often must change colors to suit the situation.
Justification for considering pyramid schemes illegal – why not the same for MLMs? To be perfectly clear on why I and other informed consumer advocates are convinced the legality of MLM should be questioned, consider this communication from Robert M. Frisby, an FTC staff attorney, in response to my request for the rationale for laws against pyramid schemes: Section 5(a)(1) of the Federal Trade Commission Act, 15 U.S.C. 45(a)(1), states that "Unfair methods of competition in or affecting commerce, and unfair or deceptive acts or practices in or affecting commerce, are hereby declared unlawful." While the Federal Trade Commission Act does not specifically address pyramid schemes, such schemes have been deemed unlawful under the Federal Trade Commission 364 Act.
If you have read the prior chapters, you can see that the same justification exists for action against all MLMs, or product-based pyramid schemes, as for no-product pyramid schemes. The existence of products in an MLM does not make it any less a pyramid scheme, and in fact results in greater harm than no-product schemes by any measure – loss rates, aggregate losses, and number of victims. This is clearly explained in prior chapters. Unfortunately, in 1979 the FTC did not have access to the research or experience we now have. Since pyramid schemes are considered unlawful because they are unfair and deceptive, why not apply the same standard to MLMs? We have shown that MLMs are unfair
Classic speech by the FTC‘s Debra Valentine. In a speech on pyramid schemes, Debra A. Valentine, General Counsel for the FTC, stated the following: Pyramid schemes now come in so many forms that they may be difficult to recognize immediately. However, they all share one overriding characteristic. They promise consumers or investors large profits based primarily on recruiting others to join their program, not based on profits from any real investment or real sale of goods to the public. Some schemes may purport to sell a product, but they often simply use the product to hide their pyramid structure. There are two tell-tale signs that a product is simply being used to disguise a pyramid scheme: inventory loading and a lack of retail sales. Inventory loading occurs when a company's incentive program forces recruits to buy more products than they could ever sell, often at inflated prices. If this occurs throughout the company's distribution system, the people at the top of the pyramid reap substantial profits, even though little or no product moves to market. The people at the bottom make excessive payments for inventory that simply accumulates in their basem*nts. A lack of retail sales is also a red flag that a pyramid exists. Many pyramid schemes will claim that their product is selling like hot cakes.
364
Email communication from Robert Fisby of the FTC staff dated May 22, 2001 (in re Koscot Interplanetary, Inc., 86 F.T.C. 1106 (1975)
365
In the 1979 FTC v. Amway decision, the retail rules focused on behavior that is difficult to measure or enforce, rather than on the endless chain structure.
Ch. 10- 19 However, on closer examination, the sales occur only between people inside the pyramid structure or to new recruits joining the structure, not to 366 consumers out in the general public.
While this statement clearly describes virtually all MLMs as typically structured and practiced today, Ms. Valentine goes on to make distinctions between ―legitimate multilevel marketing‖ and pyramid schemes. Some people confuse pyramid and Ponzi schemes with legitimate multilevel marketing. Multilevel marketing programs are known as MLM's, and unlike pyramid or Ponzi schemes, MLM's have a real product to sell. More importantly, MLM's actually sell their product to members of the general public, without requiring these consumers to pay anything extra or to join the MLM system. MLM's may pay commissions to a long string of distributors, but these commission are paid for real retail sales, not for new recruits Is it any wonder that consumers, attorneys, academia, and the media are confused as to which MLMs should be classified as illegal pyramid schemes? FTC officials condemn pyramid schemes, but seem determined to let product-based pyramid schemes, or MLMs, off the hook – or to selectively label some MLMs as legitimate and some as illegal. The underlying assumption seems to be that there are ―good MLMs‖ and ―bad MLMs‖ – but which are all, as this collection of research demostrates, disguised pyramid schemes.367 Of course, I have to admit that at one time I believed MLMs were somehow different from pyramid schemes. For several years I searched diligently for what I called ―retail MLMs‖; i.e., retail-focused MLMs. But analysis of hundreds of MLMs did not turn up any, though promoters often made 366
Section of speech titled: ―What is a Pyramid Scheme and What is Legitimate Marketing?‖ from a prepared statement of Debra A. Valentine, General Counsel for the U.S. Federal Trade Commission on ―Pyramid Schemes,‖ presented at the International Monetary Fund's Seminar on Current Legal Issues Affecting Central Banks, Washington, D.C., May 13, 1998 367 See Chapter 2 of the book Multi-level Marketing: Unmasked, by Dr. Jon M. Taylor
efforts to make their MLM appear to be legitimate, or retail focused. Ultimately, careful study of their compensation plans reveals that all MLMs are recruitment-driven and top-weighted, and financed primarily by ―pay to play‖ purchases of participants – making them essentially pyramid schemes. So I find Ms. Valentine‘s arguments justifying the Amway decision and the viability of other MLMs – though well meaning – unpersuasive and even uninformed about actual practices across the broad spectrum of the MLM industry. For the full text of Ms. Valentine‘s speech, go to Appendix 10C.
Staff Advisory Opinion of FTC staff attorney James Kohm. Without going into detail here, if the MLM is characterized by rewards paid primarily for recruitment of a downline and by purchases primarily by participants rather than by non-participants, it can be considered a pyramid scheme. At the very least, it is a transfer scheme, transferring money from those at the bottom of the pyramid to those at the top; i.e., from losers to winners. Rewards can be in the form of commissions from purchases on a monthly basis to meet requirements to qualify for commissions and bonuses. James Kohm, Acting Director of Marketing Practices, wrote the following in a Staff Advisory Opinion to the DSA368: Much has been made of the personal, or internal, consumption issue in recent years. In fact, the amount of internal consumption in any multi-level compensation business does not determine whether or not the FTC will consider the plan a pyramid scheme. .
.The DSA and its many minions have quoted out of context the highlighted statement above to justify including sales to MLM participants (―internal consumption‖) as qualified retail sales. This was a key part of the aforementioned testimony of Misty Fallock 368
Letter from James Kohm, Acting Director of Marketing Practices, expressing a Staff Advisory Opinion to Neil Offen, President of the Direct Selling Association, January 14, 2004
Ch. 10- 20 this goal is to require a certain level of monthly purchases to qualify for commissions. While the sale of goods and services nominally generates all commissions in a system primarily funded by such purchases, in fact, those commissions are funded by purchases made to obtain the right to participate in the scheme. Each individual who profits, therefore, does so primarily from the payments of others who are themselves making payments in order to obtain their own profit. As discussed above, such a plan is little more than a transfer scheme, dooming the vast majority of participants to 369 financial failure. . .‖
before a committee hearing at the 2006 Utah Legislature in hearings about SB182, which exempted MLMs from prosecution as pyramid schemes. However, when one reads the rest of Mr. Kohm‘s statement, one gets an entirely different perspective: . . . The critical question for the FTC is whether the revenues that primarily support the commissions paid to all participants are generated from purchases of goods and services that are not simply incidental to the purchase of the right to participate in a money-making venture. A multi-level compensation system funded primarily by such non-incidental revenues does not depend on continual recruitment of new participants, and therefore, does not guarantee financial failure for the majority of participants. In contrast, a multi-level compensation system funded primarily by payments made for the right to participate in the venture is an illegal pyramid scheme. In a pyramid scheme, participants hope to reap financial rewards well in excess of their investment based primarily on the fees paid by members of their "downlines." Downline members pay these fees to join the scheme and meet certain prerequisites for obtaining the monetary and other rewards offered by the program. A participant, therefore, can only reap rewards by obtaining a portion of the fees paid by those who join the scheme later. The people who join later, in turn, pay their fees in the hope of profiting from payments of those who enter the scheme after they do. In this way, a pyramid scheme simply transfers monies from losers to winners. For each person who substantially profits from the scheme, there must be many more losing all, or a portion, of their investment to fund those winnings. Absent sufficient sales of goods and services, the profits in such a system hinge on nothing more than recruitment of new participants (i.e., fee payers) into the system. The Commission‘s recent cases, however, demonstrate that the sale of goods and service; [sic] alone does not necessarily render a system legitimate. Modern pyramid schemes generally do not blatantly base commissions on the outright payment of fees, but instead try to disguise these payments to appear as if they are based on the sale of goods or services. The most common means employed to achieve
Modern pyramid schemes generally do not blatantly base commissions on the outright payment of fees, but instead try to disguise these payments to appear as if they are based on the sale of goods or services. The most common means employed to achieve this goal is to require a certain level of monthly purchases to qualify for commissions. – James Kohm, Acting Director of Marketing Practices I have analyzed over 500 MLMs that finance their operations in precisely the manner described in the last paragraph! And since that‘s 100% of those I have analyzed, it seems safe to assume that all MLMs are financed in essentially the same way – through ―pay to play‖ purchases of participants. Are MLMs expensive buyers‘ clubs? Mr. Kohm then distinguishes between a pyramid scheme and a legitimate buyers‘ club. 1 A participant‘s downline usually consists of the people the participant recruits to join the program as well as the people her recruits recruit, and so on through a predetermined number of levels.
369
Op. cit.
Ch. 10- 21 2 It is important to distinguish an illegal pyramid scheme from a legitimate buyers club. A buyers club confers the right to purchase goods and services at a discount. If a buyers club is organized as a multi-level reward system, the purchase of goods and services by one‘s downline could defray the cost of one‘s own purchases (i.e., the greater the downline purchases, the greater the volume discounts that the club receives from its suppliers, the greater the discount that can be apportioned to participants through the multi-level system). The purchase of goods and services within such a system can, therefore, be distinguished from a pyramid scheme on two grounds. First, purchases by the club's members can actually reduce costs for everyone (the goal of the club in the first place). Second, the purchase of goods and services is not merely incidental to the right to participate in a money-making venture, but rather the very reason participants join the program. Therefore, the plan does not simply transfer money from winners to losers, having the majority of participants 370 with financia11osses.
Mr. Kohm apparently had not analyzed the compensation plans of many MLMs, and how prices are influenced by the depth of the downline. In standard retail settings, the prices must cover the percentage going to the retailer (who may get anywhere from 1020% for discount stores to as high as 6070% for luxury items in exclusive shops) and the wholesaler, who may get only 5-15% – but who has many retailers from which to cover his costs. With MLM, the pay structure is reversed, with the upline getting most of the commissions, and with several levels in the pay plan, the commissions are funneled even more to the top.371 The MLM cannot compete in its pricing with retail outlets because they have to pay commissions on so many levels. As I have said before, I would have no objection to an MLM promoter selling participation in an MLM, not as an income opportunity (since 99% lose money), but as a buyers‘ club372 which allows participants to 370
Op. cit. See Chapter 7. 372 This is said in jest, of course, since MLM would not even qualify as a buyers‘ club. Buyers‘ clubs have to 371
pay more (not less) for some good, and some highly questionable, products. The DSA should love that suggestion.
As a business model, MLM is likely the most successful con game of all time. The very people who are out recruiting are themselves victis until they run out of money and quit. And because victims seldom file complaints, law enforcement rarely acts against them. It is a vicious cycle: No complants, no action by law enforcement. No action by law enforcement, no complaints. So the game goes on.