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SEC Comment Letter for Loans4Less Com Inc (CIK 0001323339) — May 10, 2005

Loans4Less Com Inc (CIK 0001323339)
Date: May 10, 2005 · CIK: 0001323339 · Accession: 0000000000-05-022736

AI Filing Summary & Sentiment

Date
May 6, 2005
Author
Not clearly detected
Form
UPLOAD
Company
Loans4Less Com Inc (CIK 0001323339)

Letter

May 6, 2005 Mail Stop 0511 Mr. Steven M. Hershman, President Loans4Less.com, Inc. 210 Avenue I, Suites E and F Redondo Beach, California 90277

Re: Loans4Less.com, Inc File No. 24-10109 Offering Statement Form 1-A Filed on April 8, 2005

Dear Mr. Hershman:

We have reviewed your filing and have the following comments. Where indicated, we think you should revise your document in response to these comments. If you disagree, we will consider your explanation as to why our comment is inapplicable or a revision is unnecessary. Please be as detailed as necessary in your explanation. In some of our comments, we may ask you to provide us with supplemental information so we may better understand your disclosure. After reviewing this information, we may or may not raise additional comments.

Please understand that the purpose of our review process is to assist you in your compliance with the applicable disclosure requirements and to enhance the overall disclosure in your filing. We look forward to working with you in these respects. We welcome any questions you may have about our comments or on any other aspect of our review. Feel free to call us at the telephone numbers listed at the end of this letter.

Part I. Notification Item 1 - Significant Parties

1. For each of the company`s directors and officers and for counsel of the company, please include the person`s personal address as required by Item 1 of the Form 1-A.

2. Please provide the disclosure required by Item 1 of Form 1-A for each person listed or indicate it is not applicable. It appears there should be disclosure regarding beneficial owners of 5% or more of any class of the issuer`s securities and promoters of the company.

Item 4. Jurisdiction in Which Securities Are to be Offered

3. The disclosure should be revised to note if true that the securities have been or will be registered in the listed jurisdictions.

4. Please revise this section to describe in more detail the method by which the securities will be offered. See Item 4(b) of Form 1- A.

Item 5. Unregistered Securities Issued or Sold Within One Year

5. Disclose the type of services provided in each transaction and the value placed upon those services.

6. For each of the transactions, please indicate the section of the Securities Act or Commission rule or regulation relied upon for exemption from the registration requirements of such Act and state briefly the facts relied upon for such exemption. See Item 5(c) of Form 1-A.

Part II. Offering Circular General

7. Please revise the disclosure to be consistent with the order found in Model B. Note that the risk factors section should immediately follow the summary in the forepart of the offering circular. See Item 3 of Model B.

8. While there is no technical requirement to provide a discussion of historical results of operations under Model B of Form 1-A, in this case we believe that such disclosures are necessary to ensure that investors are provided with all material information pertaining to the company. Specifically, we note that your revenue declined by over 50% from 2003 to 2004, and net income declined by over 90% over the same period. For the quarter ended March 31, 2005, it appears that these negative trends have continued. Accordingly, please provide a discussion of your historical results of operations in accordance with Question 48 of Model A of Form 1-A.

Cover Page

9. The cover page should set forth the termination date of the offering, and any arrangements to place the funds received in an escrow, trust or similar arrangement. See Item 2 of Model B.

10. Please indicate that funds in the escrow account will be promptly returned to the investors if the minimum is not reached after the offering terminates. See Rule 10b-9 of the Securities Exchange Act of 1934. Revise throughout the offering circular as appropriate.

11. In a footnote to the table, please disclose the estimated offering expenses.

12. Please explain the reference to 522,000 shares of common stock underlying 522,000 shares of Series B 6.75% Convertible Preferred Stock. Are you registering the resale of the common stock? What is the price of the securities in this offering? We may have further comment.

Description of the Business, page 2

13. Please describe the general developments of the business of Loans4Less.com Inc. during the past five years and before its acquisition of Union Discount Mortgage. Please include the date of incorporation of Loans4Less.com, Inc. Describe the affiliation of Loans4Less with Union Discount Mortgage before its acquisition of Union Discount Mortgage.

14. Please explain the "`A` rated potential borrowers."

15. Please explain the "subprime market place."

16. Please provide in greater detail a discussion of your business activities as a mortgage broker.

17. Please explain how you currently attract potential borrowers through your website.

18. Please describe the principal terms of the agreement between the company and BrioRealty.com. Include the fee arrangement between the company and BrioRealty. Please file the agreement as an exhibit. Also describe how BrioRealty provides the company with a continuous supply of active borrowers. In the management`s discussion and analysis section, it may be useful to discuss the amount of revenue that the company received during the previous fiscal year from this arrangement.

19. Does the company receive a fee for the pre-qualification form?

20. Please explain the "lending network."

21. Please explain "deliverable rates" and "closing costs."

22. Please describe whether the company receives a fee when persons access its website and use the rate tracker and mortgage calculator.

23. Please describe the "wholesale lending institutions." Please describe any agreements that the company has entered into with the lending institutions. All material agreements should be filed as exhibits.

24. Please explain the terms which describe the institutional portfolio loans, e.g., cost of funds index, negative amortization adjustable rate mortgages etc.

25. Please describe whether Platinum Properties is a wholly owned subsidiary of Loans4Less. It may be appropriate to create a subsection that discusses the business of Platinum Properties.

26. In discussing how the company earns revenue, please describe each of the methods in more detail. It may be helpful to include percentages. In the management discussion and analysis section, it may be helpful to discuss the historic revenues for each of these methods.

27. Please explain in detail the statement "[a]fter it becomes public, the Company does not intend to engage in any activities in any active securities trading, but may from time to time purchase certain securities for strategic investment purposes, if the Company determines such purchases as appropriate."

28. Please describe the principal market for and methods of distribution of such products and services. See Item 6(a)(1)(ii) of Model B.

29. Please revise to indicate the company`s competitive position in the industry and the principal methods of competition. See Item 6(a)(2) of Model B.

Current Operations, page 3

30. Please disclose the total number of employees, in addition to the number of full-time employees. See Item 6(a)(1)(iv) of Model B.

31. Please describe generally the positions of the seven full-time employees.

32. Please discuss the affiliation between your company and Union Discount at the time of the acquisition. Was Mr. Hershman the control person for Loans4Less.com prior to the acquisition?

33. Please discuss in more detail existing or probable governmental regulations. See Item 6(a)(2) of Model B. Discuss in greater detail the licensing requirements.

34. Please discuss whether the company is dependent on one or a few major suppliers. See Item 6(a)(2) of Model B.

35. Please describe generally the principal terms of the agreements between the company and the mortgage lenders listed on the top of page 4.

Business Plan, page 4

36. In general, some of the information in the business plan subsection appears promotional, rather than factual, and should be revised to remove all promotional statements. No speculative information should be included, unless clearly labeled as the opinion of management of the company along with disclosure of the reasonable basis for such opinions or beliefs. All claims of a speculative nature not fully supported in the document should be deleted. We refer, for example, to the reference "major lending portal," "significant intangible value," or "will continue as an ever greater resource to consumers shopping for mortgages . . . and will grow considerably in the future." Please revise accordingly.

37. Please significantly revise the business plan subsection to limit the discussion to a specific plan of operations for the next twelve months. Provide details of your specific plan of operations, including detailed milestones, the anticipated time frame for beginning and completing each milestone, the estimated expenses associated with each milestone and the expected sources of such funding. Please explain how the company intends to meet each of the milestones if it cannot receive funding.

Description of Property, page 5

38. We note that the company states that it "shares offices." Please explain. Also, name the party from whom you lease the space.

Directors, Executive Officers and Significant Employees, page 5

39. Please disclose the period during which each director has served in this position.

40. Please provide a brief account of each person`s business experience during the past five years. For each job held, please include the name of the company and the start date and ending date by month and year. Also indicate the principal business of any corporation or other organization where the occupation or employment was carried on. For example, please see the business experience for Julia Leah Greenfield. Also for Steven Hershman, please specifically describe his experience in the mortgage loan business and securities market business prior to 1993 or remove the reference.

41. Please provide more information regarding the claim of accounting failings.

Remuneration of Directors and Officers, page 7

42. Please include the amount of remuneration in the table.

43. Please describe the fully paid securities received by Steven Hershman. Also describe if a valuation can be given for the Convertible Preferred Stock issued to Mr. Hershman.

44. Please include the three highest paid persons who are officers or directors in the executive compensation table. Also, disclose whether you have any compensation arrangements or agreements with your executive officers.

Security Ownership of Management and Certain Securityholders, page

45. Please revise the percentages before the offering. It appears that the 25.5 million shares of common stock owned by Mr. Hershman would be 98.6% of the common stock outstanding assuming no conversion before the offering.

46. In the table, please include a line item for all officer and directors as a group. See Item 10 of Model B.

Interest of Management and Others in Certain Transactions, page 8

47. Please include the amount of interest that Steven Hershman received in connection with the described transactions.

Plan of Distribution, page 11

48. We note that the company may accept partial investment amounts at its option. Please explain how this will be determined and reconcile with the disclosure that there is a minimum investment of 5,000 shares in this offering.

49. For each person who will be selling the securities on behalf of the company, please set forth the basis of their qualification under Rule 3a4-1 under the Securities Exchange Act of 1934 with respect to each element of the safe harbor.

50. You need to indicate how your officers and directors will sell the securities. You must outline your plan of distribution.

51. Please revise to identify the officers and directors who will sell the shares.

52. You indicate that the offering is subject to the terms and conditions of the subscription letter that accompanies the offering circular. Revise to summarize the applicable terms and conditions of the subscription letter.

53. Please describe the escrow arrangements and the return of funds to subscribers if the minimum is not sold.

54. We note that you plan to offer the securities through brokers or dealers not yet identified. Please disclose when you plan to identify them.

Use of Proceeds, page 11

55. Please provide the disclosure required by Item 5 of Model B. Include a use of proceeds table including the use of proceeds for the minimum, maximum and various levels between the two.

Dilution, page 12

56. Please revise the dilution tables to include this information for varying levels of proceeds between the minimum and maximum.

57. Please remove the statement "[a]lthough the Company has showed a profit in the past three years."

58. We note the statement "purchasers of the shares may experience immediate dilution." Please revise to state that purchasers will experience immediate dilution

Summary

59. Note that it may be helpful to provide a brief summary of the information in the offering circular. The offering should be brief and provide an overview of key aspects of the offering.

Risk Factors, page 14

60. Please avoid the generic conclusion you reach in some of your risk factors that the risk would have a material adverse impact, will harm or will adversely affect the company. Instead, replace this language with specific disclosure of how your business and operations would be affected.

61. In risk factor three, you state that "[t]he company has had profitable operations in California." Please revise the risk factor to focus only upon the risk.

62. You should present as risk factors only those factors that represent a material risk to investors in this offering. Do not include risk factors that could apply to any issuer or to any other offering. Please revise risk factor nine to cite a particular risk or delete it.

63. Please include a risk factor regarding the lack of a market for your common stock.

Union Discount Mortgage Financial Statements for the Years ended December 31, 2004 and 2003 General

64. Please consider combining the financial statements for each year into a single set of financial statements with one set of footnotes covering both periods. Also, please revise the financial statements to clearly indicate the time periods to which they relate (e.g. - year ended December 31, 2004).

65. We note that your financial statements do not include a statement of stockholders` equity, which is required for financial statements prepared in accordance with generally accepted accounting principles. Please revise the filing to include a statement of stockholders` equity for each period presented.

66. We note that many assets and liabilities are classified based on the bank or brokerage account name (for assets) or vendor name (for liabilities). Please revise your descriptions through the financial statements to reflect captions that are consistent with those typically used in financial statements (e.g. - cash and cash equivalents, short-term investments, notes receivable, accounts payable, accrued expenses, etc.).

67. We note your disclosure that states the company had immaterial accrued assets or liabilities at each respective balance sheet date. Please revise your disclosure to eliminate this reference. To the extent that any items are required to be accrued under generally accepted accounting principles, revise the financial statements accordingly.

Balance Sheet

68. Please disclose the par value of your common stock (if any), and the number of shares authorized, issued and outstanding at each balance sheet date.

69. Please combine t

Show Raw Text
<DOCUMENT>
<TYPE>LETTER
<SEQUENCE>1
<FILENAME>filename1.txt
<TEXT>

May 6, 2005

Mail Stop 0511

Mr. Steven M. Hershman, President
Loans4Less.com, Inc.
210 Avenue I, Suites E and F
Redondo Beach, California 90277

Re: 	Loans4Less.com, Inc
      File No. 24-10109
	Offering Statement Form 1-A
	Filed on April 8, 2005

Dear Mr. Hershman:

      We have reviewed your filing and have the following
comments.
Where indicated, we think you should revise your document in
response
to these comments.  If you disagree, we will consider your
explanation as to why our comment is inapplicable or a revision is
unnecessary.  Please be as detailed as necessary in your
explanation.
In some of our comments, we may ask you to provide us with
supplemental information so we may better understand your
disclosure.
After reviewing this information, we may or may not raise
additional
comments.

      Please understand that the purpose of our review process is
to
assist you in your compliance with the applicable disclosure
requirements and to enhance the overall disclosure in your filing.
We look forward to working with you in these respects.  We welcome
any questions you may have about our comments or on any other
aspect
of our review.  Feel free to call us at the telephone numbers
listed
at the end of this letter.

Part I.  Notification
Item 1 - Significant Parties

1. For each of the company`s directors and officers and for
counsel
of the company, please include the person`s personal address as
required by Item 1 of the Form 1-A.

2. Please provide the disclosure required by Item 1 of Form 1-A
for
each person listed or indicate it is not applicable.  It appears
there should be disclosure regarding beneficial owners of 5% or
more
of any class of the issuer`s securities and promoters of the
company.

Item 4.  Jurisdiction in Which Securities Are to be Offered

3. The disclosure should be revised to note if true that the
securities have been or will be registered in the listed
jurisdictions.

4. Please revise this section to describe in more detail the
method
by which the securities will be offered.  See Item 4(b) of Form 1-
A.

Item 5.  Unregistered Securities Issued or Sold Within One Year

5. Disclose the type of services provided in each transaction and
the
value placed upon those services.

6. For each of the transactions, please indicate the section of
the
Securities Act or Commission rule or regulation relied upon for
exemption from the registration requirements of such Act and state
briefly the facts relied upon for such exemption.  See Item 5(c)
of
Form 1-A.

Part II.  Offering Circular
General

7. Please revise the disclosure to be consistent with the order
found
in Model B.  Note that the risk factors section should immediately
follow the summary in the forepart of the offering circular.  See
Item 3 of Model B.

8. While there is no technical requirement to provide a discussion
of
historical results of operations under Model B of Form 1-A, in
this
case we believe that such disclosures are necessary to ensure that
investors are provided with all material information pertaining to
the company. Specifically, we note that your revenue declined by
over
50% from 2003 to 2004, and net income declined by over 90% over
the
same period. For the quarter ended March 31, 2005, it appears that
these negative trends have continued.  Accordingly, please provide
a
discussion of your historical results of operations in accordance
with Question 48 of Model A of Form 1-A.

Cover Page

9. The cover page should set forth the termination date of the
offering, and any arrangements to place the funds received in an
escrow, trust or similar arrangement.  See Item 2 of Model B.

10. Please indicate that funds in the escrow account will be
promptly
returned to the investors if the minimum is not reached after the
offering terminates. See Rule 10b-9 of the Securities Exchange Act
of
1934.  Revise throughout the offering circular as appropriate.

11. In a footnote to the table, please disclose the estimated
offering expenses.

12. Please explain the reference to 522,000 shares of common stock
underlying 522,000 shares of Series B 6.75% Convertible Preferred
Stock.  Are you registering the resale of the common stock?  What
is
the price of the securities in this offering?  We may have further
comment.

Description of the Business, page 2

13. Please describe the general developments of the business of
Loans4Less.com Inc. during the past five years and before its
acquisition of Union Discount Mortgage.  Please include the date
of
incorporation of Loans4Less.com, Inc.  Describe the affiliation of
Loans4Less with Union Discount Mortgage before its acquisition of
Union Discount Mortgage.

14. Please explain the "`A` rated potential borrowers."

15. Please explain the "subprime market place."

16. Please provide in greater detail a discussion of your business
activities as a mortgage broker.

17. Please explain how you currently attract potential borrowers
through your website.

18. Please describe the principal terms of the agreement between
the
company and BrioRealty.com.  Include the fee arrangement between
the
company and BrioRealty.  Please file the agreement as an exhibit.
Also describe how BrioRealty provides the company with a
continuous
supply of active borrowers.  In the management`s discussion and
analysis section, it may be useful to discuss the amount of
revenue
that the company received during the previous fiscal year from
this
arrangement.

19. Does the company receive a fee for the pre-qualification form?

20. Please explain the "lending network."

21. Please explain "deliverable rates" and "closing costs."

22. Please describe whether the company receives a fee when
persons
access its website and use the rate tracker and mortgage
calculator.

23. Please describe the "wholesale lending institutions."  Please
describe any agreements that the company has entered into with the
lending institutions.  All material agreements should be filed as
exhibits.

24. Please explain the terms which describe the institutional
portfolio loans, e.g., cost of funds index, negative amortization
adjustable rate mortgages etc.

25. Please describe whether Platinum Properties is a wholly owned
subsidiary of Loans4Less.  It may be appropriate to create a
subsection that discusses the business of Platinum Properties.

26. In discussing how the company earns revenue, please describe
each
of the methods in more detail.  It may be helpful to include
percentages.  In the management discussion and analysis section,
it
may be helpful to discuss the historic revenues for each of these
methods.

27. Please explain in detail the statement "[a]fter it becomes
public, the Company does not intend to engage in any activities in
any active securities trading, but may from time to time purchase
certain securities for strategic investment purposes, if the
Company
determines such purchases as appropriate."

28. Please describe the principal market for and methods of
distribution of such products and services.  See Item 6(a)(1)(ii)
of
Model B.

29. Please revise to indicate the company`s competitive position
in
the industry and the principal methods of competition.  See Item
6(a)(2) of Model B.

Current Operations, page 3

30. Please disclose the total number of employees, in addition to
the
number of full-time employees.  See Item 6(a)(1)(iv) of Model B.

31. Please describe generally the positions of the seven full-time
employees.

32. Please discuss the affiliation between your company and Union
Discount at the time of the acquisition.  Was Mr. Hershman the
control person for Loans4Less.com prior to the acquisition?

33. Please discuss in more detail existing or probable
governmental
regulations.  See Item 6(a)(2) of Model B.  Discuss in greater
detail
the licensing requirements.

34. Please discuss whether the company is dependent on one or a
few
major suppliers. See Item 6(a)(2) of Model B.

35. Please describe generally the principal terms of the
agreements
between the company and the mortgage lenders listed on the top of
page 4.

Business Plan, page 4

36. In general, some of the information in the business plan
subsection appears promotional, rather than factual, and should be
revised to remove all promotional statements.  No speculative
information should be included, unless clearly labeled as the
opinion
of management of the company along with disclosure of the
reasonable
basis for such opinions or beliefs.  All claims of a speculative
nature not fully supported in the document should be deleted.  We
refer, for example, to the reference "major lending portal,"
"significant intangible value," or "will continue as an ever
greater
resource to consumers shopping for mortgages . . . and will grow
considerably in the future."  Please revise accordingly.

37. Please significantly revise the business plan subsection to
limit
the discussion to a specific plan of operations for the next
twelve
months.  Provide details of your specific plan of operations,
including detailed milestones, the anticipated time frame for
beginning and completing each milestone, the estimated expenses
associated with each milestone and the expected sources of such
funding.  Please explain how the company intends to meet each of
the
milestones if it cannot receive funding.

Description of Property, page 5

38. We note that the company states that it "shares offices."
Please
explain.  Also, name the party from whom you lease the space.

Directors, Executive Officers and Significant Employees, page 5

39. Please disclose the period during which each director has
served
in this position.

40. Please provide a brief account of each person`s business
experience during the past five years.  For each job held, please
include the name of the company and the start date and ending date
by
month and year.  Also indicate the principal business of any
corporation or other organization where the occupation or
employment
was carried on.  For example, please see the business experience
for
Julia Leah Greenfield.  Also for Steven Hershman, please
specifically
describe his experience in the mortgage loan business and
securities
market business prior to 1993 or remove the reference.

41. Please provide more information regarding the claim of
accounting
failings.

Remuneration of Directors and Officers, page 7

42. Please include the amount of remuneration in the table.

43. Please describe the fully paid securities received by Steven
Hershman.  Also describe if a valuation can be given for the
Convertible Preferred Stock issued to Mr. Hershman.

44. Please include the three highest paid persons who are officers
or
directors in the executive compensation table.  Also, disclose
whether you have any compensation arrangements or agreements with
your executive officers.

Security Ownership of Management and Certain Securityholders, page
7

45. Please revise the percentages before the offering.  It appears
that the 25.5 million shares of common stock owned by Mr. Hershman
would be 98.6% of the common stock outstanding assuming no
conversion
before the offering.

46. In the table, please include a line item for all officer and
directors as a group.  See Item 10 of Model B.

Interest of Management and Others in Certain Transactions, page 8

47. Please include the amount of interest that Steven Hershman
received in connection with the described transactions.

Plan of Distribution, page 11

48. We note that the company may accept partial investment amounts
at
its option.  Please explain how this will be determined and
reconcile
with the disclosure that there is a minimum investment of 5,000
shares in this offering.

49. For each person who will be selling the securities on behalf
of
the company, please set forth the basis of their qualification
under
Rule 3a4-1 under the Securities Exchange Act of 1934 with respect
to
each element of the safe harbor.

50. You need to indicate how your officers and directors will sell
the securities.  You must outline your plan of distribution.

51. Please revise to identify the officers and directors who will
sell the shares.

52. You indicate that the offering is subject to the terms and
conditions of the subscription letter that accompanies the
offering
circular.  Revise to summarize the applicable terms and conditions
of
the subscription letter.

53. Please describe the escrow arrangements and the return of
funds
to subscribers if the minimum is not sold.

54. We note that you plan to offer the securities through brokers
or
dealers not yet identified.  Please disclose when you plan to
identify them.

Use of Proceeds, page 11

55. Please provide the disclosure required by Item 5 of Model B.
Include a use of proceeds table including the use of proceeds for
the
minimum, maximum and various levels between the two.

Dilution, page 12

56. Please revise the dilution tables to include this information
for
varying levels of proceeds between the minimum and maximum.

57. Please remove the statement "[a]lthough the Company has showed
a
profit in the past three years."

58. We note the statement "purchasers of the shares may experience
immediate dilution."  Please revise to state that purchasers will
experience immediate dilution

Summary

59. Note that it may be helpful to provide a brief summary of the
information in the offering circular.  The offering should be
brief
and provide an overview of key aspects of the offering.

Risk Factors, page 14

60. Please avoid the generic conclusion you reach in some of your
risk factors that the risk would have a material adverse impact,
will
harm or will adversely affect the company.  Instead, replace this
language with specific disclosure of how your business and
operations
would be affected.

61. In risk factor three, you state that "[t]he company has had
profitable operations in California."  Please revise the risk
factor
to focus only upon the risk.

62. You should present as risk factors only those factors that
represent a material risk to investors in this offering.  Do not
include risk factors that could apply to any issuer or to any
other
offering.  Please revise risk factor nine to cite a particular
risk
or delete it.

63. Please include a risk factor regarding the lack of a market
for
your common stock.

Union Discount Mortgage Financial Statements for the Years ended
December 31, 2004 and 2003
General

64. Please consider combining the financial statements for each
year
into a single set of financial statements with one set of
footnotes
covering both periods.  Also, please revise the financial
statements
to clearly indicate the time periods to which they relate (e.g. -
year ended December 31, 2004).

65. We note that your financial statements do not include a
statement
of stockholders` equity, which is required for financial
statements
prepared in accordance with generally accepted accounting
principles.
Please revise the filing to include a statement of stockholders`
equity for each period presented.

66. We note that many assets and liabilities are classified based
on
the bank or brokerage account name (for assets) or vendor name
(for
liabilities).  Please revise your descriptions through the
financial
statements to reflect captions that are consistent with those
typically used in financial statements (e.g. - cash and cash
equivalents, short-term investments, notes receivable, accounts
payable, accrued expenses, etc.).

67. We note your disclosure that states the company had immaterial
accrued assets or liabilities at each respective balance sheet
date.
Please revise your disclosure to eliminate this reference.  To the
extent that any items are required to be accrued under generally
accepted accounting principles, revise the financial statements
accordingly.

Balance Sheet

68. Please disclose the par value of your common stock (if any),
and
the number of shares authorized, issued and outstanding at each
balance sheet date.

69. Please combine t