F.1.2.1 Section 290-60(1)(a): marketing and encouragement
106 As discussed further below, Mediaconnect had received advice on R&D incentive claims from entities unrelated to the respondents before the Mediaconnect Scheme, but had never lodged an R&D incentive claim with the Australian Taxation Office (ATO).
107 Mr Sim received a call in March 2014 from a person who identified himself as Michael from "Lambda Chase Chartered Accountants". The call was made on behalf of Mr Bogiatto. Michael and Mr Sim arranged a meeting between Mr Sim and Mr Bogiatto for 19 March 2014.
108 The meeting for 19 March 2014 was confirmed by an email sent on 11 March 2014. That confirmation email included:
Dear Philip,
Thank you for speaking with my colleague Michael last week, regarding the Federal Government R&D tax concessions.
I would like to confirm that I will be coming to meet with you to discuss further - details as per above meeting invitation. The appointment time has been set for 2:00pm for half an hour or so.
The link to our website is www.lambdachase.com.au
Regards
Paul Bogiatto
Managing Partner
B.Bus.(Mkt), B.Bus.(Acc), Dip F S, C.A., J.P.
Registered Company Auditor, Tax Agent, Licenced Financial Planner
Ryusei Pty Ltd
ABN: 13 111 442 847
Trading as
Lambda Chase Chartered Accountants
www.lambdachase.com.au
…
109 At the 19 March 2014 meeting, Mr Bogiatto represented, among other things, that he had expertise and "a high success rate with R&D claims". Mr Sim said that he had the following conversation with Mr Bogiatto:
Mr Bogiatto: Companies of Mediaconnect's ilk are qualified for the R&D tax incentive. Are you doing work that would constitute research?
Me: Yes, we have shifted our business strategy to focus on creating a public and media relations system which operates in real time allowing us to put all of our development resources into a whole new area.
Mr Bogiatto: There are a number of requirements that need to be met to claim the R&D tax incentive but we can assist you to claim the R&D tax incentive as we are experts and have a high success rate with R&D claims.
Me: Ok.
110 Mr Sim decided to engage Mr Bogiatto's services after the 19 March 2014 meeting.
111 On 20 March 2014, Mr Bogiatto sent Mr Sim a letter of engagement and a flyer, outlining the R&D expertise of "Lambda Chase". The flyer included the following :
Lambda Chase specialises in assisting companies - small and large and across every industry, to access Government funding and tax concessions.
…
Our firm is highly experienced in the preparation and lodgement of EMDG's [Export Market Development Grants] and R&D grants.
…
Lambda Chase are the experts in Government grants. Let us help you maximise your claims with a minimum of fuss and drama.
112 The letter of engagement was headed "Terms of Engagement". It was printed on a letterhead with a composite comprised of a device (or logo) and stylised words "LambdaChase" underneath which appeared the words "chartered accountants":
113 The letterhead also included Ryusei's ABN underneath the composite. The name of Ryusei did not appear in the "Terms of Engagement". Underneath Ryusei's ABN was Mr Bogiatto's name together with various claimed qualifications: "Paul Bogiatto B Bus (Mkt), B Bus (Acc), DIP FS, CA, JP".
114 The parties to a contract are ascertained in accordance with the objective theory of contract: Ryledar Pty Ltd v Euphoric Pty Ltd (2007) 69 NSWLR 603 at [262]-[266]. A reasonable observer of the contract, and the communications that led to the entering of the contract, together with the background facts known to the parties, would have concluded that the parties to the contract were Mediaconnect and the entity to which the ABN belonged, namely Ryusei - see: Pethybridge v Stedikas Holdings Pty Ltd [2007] NSWCA 154 at [54]. If it is permissible to look at subsequent conduct to determine the parties to a contract (as to which see El-Kazzi v Kassoum [2009] NSWSC 99 at [24] and [25]):
(1) The invoice ultimately issued was issued by Lambdachase Services on 27 June 2014. Objectively, this merely evidences that Ryusei required the payment under its contract with Mediaconnect to be made to Lambdachase Services (Ryusei's associate).
(2) The subsequent conduct otherwise confirms that the "Terms of Engagement" was a contract between Mediaconnect and Ryusei.
115 After the 20 March 2014 email, Lambda Chase sent emails on 7, 15 and 23 April 2014 requesting that Mr Sim send through Mediaconnect's financial information. Each of these emails included a signature block identifying the email as having been sent by or on behalf of Mr Bogiatto who was identified as the "Managing Partner" of Ryusei trading as Lambda Chase Chartered Accountants and providing Ryusei's ABN.
116 In the 7 April 2014 email, Mr Bogiatto indicated that the information was required urgently due to a "deadline" said to be fast approaching. Mr Bogiatto requested details of the R&D project. After the 23 April 2014 email, Mr Sim sent an email to Mr Bogiatto attaching financial material related to Mediaconnect prepared by Mr Kwok, Mediaconnect's accounts manager, and a document Mr Sim prepared describing the project for Mediaconnect's proposed real-time public and media relations system. Mr Sim was not able to locate the email attaching this information, but I accept that it was sent.
117 The financial information which had been gathered by Mr Kwok included details of wages which had been paid to various employees, a depreciation schedule and a "trial balance". It is clear that this was based on documentary material and electronically stored data.
118 The document which Mr Sim had prepared for Mr Bogiatto, describing the project for Mediaconnect's proposed real-time public and media relations system, indicated why the project was new, what had been achieved in relation to the project to date and what the company's objectives were concerning the project. The document stated:
MediaConnect Projects
Objective
The objective was to design a real-time public & media relations system.
New knowledge
The system interface needed to be created to engage users in order to be adopted accepted and used.
Ease of use of core functions resulted in end users interacting with the software.
Fuzzy logic helped the creation of numerous engines and functions which created database and engine.
Outcome
While the speed that media works has increased exponentially, public relations have not kept up with this velocity, nor has the communication systems used by journalists and public relations professionals to communicate. Therefore we have had to conduct our own experiments to develop the system.
Core Activity
The hypothesis of our R&D project has been to take our existing model, which has been to help these two communities to:
1) Work more effectively
2) Connect with each other
And transition our product and our users into today's "real-time" world. This required that the whole initial project be scrapped and we have to redesign in a whole different angle to engage in the new system.
This process has involved:
1. Identifying the areas where the real-time model provides business benefits for our users
2. Developing mechanisms to facilitate real-time working where those business benefits are identified
3. Identifying ways to facilitate take-up of the mechanisms we develop or are developing
1. There is significant inertia in the public relations industry, in terms of legacy ways of working that are tied to desktop productivity tools like spreadsheets and desktop email. We have significant faced challenges in terms of getting users to change the software they have been using, even though it is largely inefficient. In many respects we found that we were working too far ahead of our client base and had to re-visit our more basic tools and services to increase engagement with our tool, before we could move the user into "real-time". This has required us to improve the usability with simpler, more intuitive basic functionality.
2. As well as the inertia of legacy processes and systems, our research has shown that our userbase is less technically adept than we have previously assumed. We have found experienced limited take-up of our early real-time services, which we have identified as being largely due to our users not having the technical prowess to make use of traditional enterprise software-style interfaces and as such we face the ongoing issue of trying to develop interfaces for very sophisticated computing but which are ridiculously simple and intuitive for non-technical users to discover, run and report on.
3. In particular, we require PR professionals to standardise their "list management" outside of their e-mail and spreadsheets. We discovered that current list management techniques used by ourselves and other were seldom used in practice because they either required the user to 1) totally manage a list or 2) accept a list that they had little control over refining. The recommendation engine that we discuss below to overcome this, has been limited by the reliability and accuracy of our manual categorisation techniques.
4. We have examined why real-time communications models have not been adopted between our communities - and discovered that media are reluctant to give up their instant messaging credentials to PR professionals for fear of being "nagged" and conversely when PR professionals had access to these credentials they tended not to use them for fear of being considered invasive. The lack of a standard mechanism also was a blocker. All journalists and PR professionals tended to use different messaging/conferencing systems and many of these hurdles to take-up including users needing to download applications to use them. We need to achieve a level a critical-mass that creates a network effect and propagates the use of the platform throughout the community.
5. Real-time methods require significant computing resources to process and we have struggled to update our server infrastructures and databases to transition into this real-time processing. This has resulted in us experiencing various outages and unreliable performance. This is an ongoing issue and we face the challenge of finding ways and methods to deliver a performance computing architecture within our limited budget constraints.
6. With experiments we have experienced far greater engagement of our product by improving core functions such as our list management and distribution tools, following our program to improve the ease-of-use, and simplification of our core features.
7. Experiments that have introduced real-time functionality, such as real-time reporting on distribution success it has proved popular and successful with the user-base. This has confirmed our presumption that in order for our program to be successful, it will require ongoing focus on the simplification and intuitive nature of the interface. We recognise that across our vertical sector of public relations software there are no clear examples of interfaces that are succeeding on this front and as such we are forced to engage in constant iterative development and user-testing.
8. Through experimentation we have developed a list management "recommendation engine" that gives our users the flexibility to both automate list management but retain the flexibility of deciding which media to include in their lists.
This involves developing algorithms of pattern matching of journalists based on their interests, social media signals, the titles they write for and previously published work, with list criteria and company topics. Recommendations that our system identifies for the user's lists are then presented to the user via a familiar "inbox" system.
9. We have experimented with improving our mechanisms for matching media profiles with client profiles. This resulted in the development through experimentation by continually refining a unique taxonomy that is suited to the our particular use-case, but also using automated categorisation techniques and artificial intelligence to extend this taxonomy and ensure that content is accurately categorised so that our recommendation engine offers accurate.
10. Our experiments indicated that media reluctance to share their instant-messaging credentials were the primary barrier to the take-up of instant communication between the media and PR communities. As such, we have been developed through experimentation a permissions system that aim to echo the real-world permissions, which operates on a trustbasis.
11. Using those permissions and the chat infrastructure, we've developed we've been experimenting with different ways to apply real-time communication to the media/PR engagement model. We have developed unique concepts like thins virtual chat-based media conferences, journalist sourcing, media enquiries systems and team collaboration.
12. Experimentation has resulted in developing viral mechanisms to help us achieve criticialmass without having to employ marketing and advertising, which is beyond the resources of our organisation. These have included the ability with the creation of our system for our users to create their own personal pages enabling real-time connections, which they can promote within their email signatures, social profiles and so on.
13. We have re-architected much of our technical infrastructure to cope with the real-time activities taking place. This has included a shift from a core SQL database, to a distributed MongoDB which allows more scalability and better performance of various databases. We have moved our infrastructure to a more flexible distributed, cloud model and segmented the various elements of our platform into distinct instances so as that each component of the platform does not impact the reliability of the greater system.
Supporting Activity
This activity comprised of literature and technology review searches over the internet and technical magazines worldwide. This included a search and review of existing products, journal literature which resulted in no solution that existed.
119 On 26 April 2014, Mr Bogiatto emailed to Mr Sim a draft AusIndustry R&D Tax Incentive Application which recorded that Mediaconnect's total R&D expenditure was $488,686 for the 2013 financial year. Mr Bogiatto used the information which had been provided by Mr Sim to prepare the application, including the financial information which had been gathered by Mr Kwok. Mr Bogiatto attached to the application the document set out immediately above, headed "MediaConnect Projects".
120 The R&D Tax Incentive Application identified Mr Bogiatto as the "nominated contact person". Under the heading "Tax Agent or R&D Consultant Services", the application stated that Mediaconnect had relied on advice from a tax agent or R&D consultant and identified the person from whom Mediaconnect had received such advice as Mr Bogiatto. He was said to be from "Lambdachase Advisors". The ABN of Lambdachase Advisors was supplied in relation to the "nominated contact person" and the "Tax Agent or R&D Consultant Services".
121 On 28 April 2014, Mr Sim received an email from Mr Bogiatto (with Ryusei signature block) in which it was noted that Mr Sim had been sent a draft R&D Tax Incentive Application and that he needed to provide his approval for its submission to AusIndustry, the due date being 30 April 2014.
122 In late April 2014, Mr Sim contacted Mr Bogiatto and expressed concern in regard to the claim for foreign labour costs in the application. Mr Sim gave evidence of the following conversation:
Me: Paul, you have included claims for the cost of the offshore labour in the supporting R&D activities?
Mr Bogiatto: Who is doing the brain power?
Me: It's my idea, I'm spec-ing it out and they're actually doing the work.
Mr Bogiatto: The source of the R&D is residing with you in Australia then, which is fine.
Me: Ok.
123 Mr Sim had raised this concern because he had previously been advised by Price Waterhouse Coopers (PwC) that Mediaconnect could not use offshore labour expenses in connection with an R&D tax incentive claim. Mediaconnect used a number of contract labour sources offshore for programming and research activities. Mr Sim gave evidence of the following conversation after 26 April 2014:
Me: I was informed by PwC that I could not claim for any development staff because they are offshore in Russia and the Philippines.
Mr Bogiatto: If the IP and the core activities are being conducted in Australia whether you were hiring in Australia or outside really doesn't matter. You could be spending money on whatever way to execute a job but because Sydney was the location where the idea, design and specifications were made the location of the labour is not relevant.
Me: Ok.
124 After these conversations, Mr Sim consented to the submission of the R&D Tax Incentive Application to AusIndustry. It was submitted on about 30 April 2014. The final application was in the same form as the draft application, including that the description of the "core activity" was made by reference to the "attached documents", namely the "MediaConnect Projects" document which Mr Sim had prepared for Mr Bogiatto. Mr Bogiatto may have made minor changes to the attachment.
125 On 3 June 2014, Mr Bogiatto sent Mr Sim a copy of AusIndustry's Notice of Registration dated 27 May 2014 and an R&D Tax Incentive Schedule for the 2013 financial year. Mr Bogiatto's email (with Ryusei signature block) stated that the R&D Tax Incentive Schedule would need to be lodged with the company tax return or with an amended return if it had already been lodged. The R&D Tax Incentive Schedule included the following data:
Label E, "R&D expenditure - Salary expenditure" - $244,715;
Label G, "R&D expenditure - Other" - $243,971;
Label M, "R&D assets - Decline in value" - $0; and
Labels X and Z, "Total notional R&D deduction" - $488,686.
126 On 12 June 2014, Mediaconnect posted the R&D Tax Incentive Schedule to the ATO. At this time, Mediaconnect did not understand that they were required to submit an amended income tax return. Ultimately, after communication between Mr Bogiatto and Mr Sim and the identification of Mediaconnect's mistake, it was decided that Mr Bogiatto would lodge an amended income tax return.
127 On 1 October 2014, Mr Bogiatto sent Mediaconnect a draft amended income tax return for the 2013 tax year, which included the R&D Tax Incentive Schedule.
128 On 2 October 2014, Mr Kwok indicated by email that he had "looked through the numbers and [it] looks ok". In a later email on the same day, Mr Kwok sent the income tax return, signed by Mr Sim, to Mr Bogiatto.
129 On or shortly after 2 October 2014, Mr Bogiatto lodged Mediaconnect's amended income tax return. The Commissioner subsequently granted Mediaconnect an R&D tax offset of $219,908.70, offset the R&D tax offset of $219,908.70 against its gross tax of $128,308.80 and credited to it $95,243.90.
130 Mr Bogiatto was the contact person for Mediaconnect at Lambda Chase. He was involved in soliciting Mediaconnect to engage the services of Lambda Chase, he collated information and sought feedback from Mediaconnect, and he was responsible for submission of the Mediaconnect R&D Tax Incentive Application and the 2013 amended tax return.
131 Mr Bogiatto was, at all relevant times, the directing mind and will of Ryusei and Lambdachase Advisors. The engagement letter referred to above displayed Ryusei's ABN. All email correspondence from Mr Bogiatto displayed an email signature which included Ryusei's ABN.
132 Mediaconnect's AusIndustry R&D Tax Incentive Application used Lambdachase Advisors' name and that entity's ABN. Lambdachase Advisors was not shown to have done more than lend its name and ABN to Mediaconnect's AusIndustry R&D Tax Incentive Application. As explained further below, the lodging of the AusIndustry R&D Tax Incentive Application was a critical component of the "scheme" which constituted the "tax exploitation scheme". In lending its name to the R&D Tax Incentive Application, Lambdachase Advisors encouraged interest in the scheme. As noted at [27] above, it does not matter that this conduct viewed in isolation can be described as a step in implementing the scheme.
133 I am satisfied that Mr Bogiatto, Ryusei and Lambdachase Advisors marketed, and encouraged interest in, the scheme (identified in Section F.1.3 below) within the meaning of s 290-60(1)(a).