The Recital further stated:
The licensee will be supported with a continuous promotions marketing and a job procurement effort, linked with a product and group focussed on innovation, and will be part of an elite nationwide team.
and:
S.A.S. has been appointed to the role of co-ordinating licence territories and matters relating to the selection and procurement of licensees. It has been duly authorised by both BIO-FAX and PHONE FORCE to collect and appropriately disperse of licence fees, and execute and formalise the licence agreements by Power of Attorney.
11 The commitment of the strategic alliance was stated as follows:
A major publicity campaign has been commissioned (by an independent marketing specialist group) which includes TV, PR, direct marketing and cross endorsements, etc. to create public awareness and demand.
. . .
S.A.S. Marketing has been appointed by Bio-Fax Australia to assist in the selection and granting of exclusive territory licences to cover significant residential areas throughout Australia (approximately 30,000 households per territory).
. . .
Each territory will have a direct promotions and marketing campaign to ensure a steady and continuous stream of work (Provided independently by Phone Force 2000 Pty Limited, . . ..
. . .
We believe that a perfect blend of expertise, both technical and promotional, has been forged to offer a unique and profitable business system.
12 The applicants determined to purchase two areas under licence.
13 The first agreement was executed on 20 December 1994 between the applicants and the three parties called the strategic alliance. The contract provided an exclusive licence for an area identified in a Schedule:
Postcode Principal Suburb
2745 Regentville
2749 Cranebrook
2750 Penrith
2752 Warragamba
2753 Richmond
2754 North Richmond
2758 Kurrajong
2773 Glenbrook
2774 Blaxland
2776 Faulconbridge
2777 Springwood
2778 Woodford
2779 Hazelbrook
2780 Katoomba
2781 Leura
2782 Wentworth Falls
2783 Lawson
2784 Bucca Burra
2785 Blackheath
2786 Mt Victoria
2790 Lithgow
2757 Kurmond
14 In consideration the applicants paid $40,000 for the exclusive licence. Evidence revealed $30,000 of this money was payment for the exclusivity of the licence area and $10,000 for the Bio-Fax product and the supply of the equipment required for its application.
15 The applicants attended at a Training Programme for the application of the product. From the evidence presented all parties agree it was a very good product.
16 On 4 January 1995 the applicants purchased a further area also identified in a second agreement. This area took the applicants towards St Marys. For this extra licence the applicants paid:
Five thousand dollars ($5,000) deposit and Ten thousand dollars ($10,000) internal finance and repayable at the rate of Fifty dollars ($50) per job (within territory).
17 The second respondent always represented himself to the applicant as SAS Marketing. Evidence revealed the cheques for the purchase of the licences were made to SAS Marketing. The second respondent received the cheques. From the first contract, he disbursed $5,000 to Bio-Fax and $3,000 to Phone Force. He also disbursed some sums of money for the cost associated with the establishment of the business. SAS Marketing then retained the balance of the $40,000, $30,000 in all. Of the $5,000 down payment for the second contract the second respondent retained the full amount.
18 Phone Force, the fourth named respondent and one of the parties to "the strategic alliance" was to handle what was called the direct marketing campaign. Through January 1995 and February 1995 it made the promised direct promotion and marketing campaign in the applicants' licensed areas. A number of "leads" were obtained and in the months of January and February 1995 the leads were followed up with a video promoting the product. Only three jobs were generated. There is some dispute about whether the applicants' ever received 70 leads claimed to have been passed on. The applicants thought they only received about 30 leads. Instead of receiving confirmed sales, Phone Force began to send to the applicants these leads asking them to do the follow up and obtain the sales. This was not within the terms of the agreement which guaranteed booked sales.
19 The applicants very quickly formed the view the telemarketing was ineffective and attempted to obtain work by contacting motels, clubs, guest houses, etc. The applicants also put one advertisement for the product in the Penrith Panthers magazine. The campaign which had been promised by Phone Force was performed throughout January and February 1995 but had little effect.
20 The three parties to the business venture, the strategic alliance, met and determined the direct telephone campaign was failing. They decided Phone Force should cease the telemarketing campaign at the end of February 1995 as direct marketing alone was clearly not succeeding. As to the National Advertising Campaign, as promised in the agreement, only one television commercial was paid for and that was on a telecommercial programme called the Ernie Sigley Show. It was paid for by SAS Marketing. It did not go to air until March 1995. Some refined and revised videos promoting the product were sent out following inquiries that came in from the TV commercial. Those inquiries generated no work.
21 As the marketing man, the second respondent reviewed the situation and determined a rethink of the advertising campaign had to be taken to generate immediate work for the licensees. He had the idea of selling Bio-Fax through a process known as "piggy back" marketing, that is:
An existing sales or service company would add Bio-Fax to their current services and offerings as an optional extra to create a total solution.
22 In support of this idea the second respondent organised a meeting between himself, Mr Thompson representing Bio-Fax and a Mr Appleby of FAI Securities at North Sydney. FAI Securities is an Insurance Company offering home, commercial and home contents insurance. The following proposition was put by the second respondent: as an FAI client invested in a home insurance policy they were offered the Bio-Fax product as an optional extra. FAI adopted the proposition, put by the second respondent, to recommend the use of the Bio-Fax product to its home mortgagee and commercial clients. However, it told Bio-Fax that SAS Marketing should not be party to the agreement between Bio-Fax and FAI Securities as FAI wanted to do their own marketing.
23 Following these discussions with FAI, in April 1995, Bio-Fax Australia suspended all agreements they had with the second respondent's SAS Marketing. He was released from the agreement to obtain further licensees. Mr Thompson continued to refine the arrangement with FAI Securities and at one meeting took Mr Seach with him. The business arrangement with FAI and Bio-Fax was quickly finalised. The referrals from FAI generated work from July 1995. The work was generated from the Parramatta offices of FAI and all the referrals went to the applicants as licensees covering the area. The applicants also benefited from the extra referrals from FAI in some of the areas surrounding their licensed areas.
24 Because of the success of the arrangement with FAI, on 28 November 1995, Mr Thompson from Bio-Fax reviewed again the arrangement with SAS Marketing and the second respondent and he authorised SAS Marketing's return to the market place to sell further licences. He also determined existing licences could be onsold.
25 There was significant financial success in the FAI arrangement for the applicants. In the financial year ended 30 June 1995, the year before the FAI work came on line, Curb Fire, the applicants trading name, had a trading income of only $1790 but they carried forward a loss of $34,500. In that loss they allowed for a $20,000 expenditure on advertising and promotion. Yet that financial year, the evidence revealed, almost all the advertising and promotion for the Bio-Fax business was to be performed by the strategic alliance not the licensees. In the 1995/96 financial year, and evidence revealed the FAI work began on 16 July 1995, a trading income of $56,132 was achieved. The losses claimed by Curb Fire for the 1994/95 year were carried forward against this income. The applicants then divided the profit.
26 In the financial year to 30 June 1997 the trading income was revealed as $19,904. However, this reflected only six months trading. The FAI work only continued until Bio-Fax, for other reasons, went into liquidation in September 1996. It was through no fault or act of the second respondent that Bio-Fax ceased trading with FAI.