I have been watching Toot since the beginning. Their products are very tasty, but somewhat expensive relative to competition. I like to invest in simple companies that I understand, but am having difficulties with a couple of things.

Why would anyone want to own shares in a company that has never earned a profit? ( I can get by this one if the answer to the next question goes somewhere)

It's hard to figure out exactly, but I think they are losing 10 dollars (or more)for every pie they sell.

Can they spread their costs through more efficient manufacturing? It's a handmade product...tough do without hiring more people.

Can they raise their price? Tough to do with strong wholesale distributors. Pie is already pricey.

Can they reduce ingredients? Can't do that and maintain quality.

Can they reduce overhead? Looks like Merrill is the last guy around right now.

Can someone who has inside info please help me understand how they can overcome these fundamental problems? If they can, I'm all in.