I think a market is more in line with an area, suc

I think a market is more in line with an area, such as a city - or perhaps an sector of a very large city, like NY -- and a store is more of a location.

In their PRs, they make a distinction between referring to a market versus a location (i.e. "We are going to start focusing on the top 50 markets in the USA for alcohol consumption...." and then later in the PR they make reference to "...and over 300 locations in Las Vegas".

Also, their PR from 1/13/16 states that, "SpecMark is on target to reach their goal of having a distributor in every major market in the US by the end of 2016." So that indicates more of a dealer-per-market model. That same PR states that the St. Louis rep has 66 new retailers, so I think they have been well over 100 locations for quite some time.

The steady, continuous progression of dealers coming onboard is a great sign. Does it matter that they said they will have 100 markets by 12/31/16 but in fact may not? Maybe so, maybe not... Perhaps it does, if it means that their sales numbers are not going to be met. Or perhaps it does not, if they market penetration by each dealer was significantly more effective than what they were originally forecasting for each dealer (i.e. like the St. Louis dealer expanding to 66 retailers by 1/13/16 -- El Paso is obviously tearing it up as well with their number of locations).

I just like to reconcile - and in the process, hopefully explain/understand -- various data points, in order to gain insight about new forward looking statements, predictions and assessments.