The following discussion should be read in conjunction with our financial statements, including the notes thereto, appearing elsewhere in this quarterly report. The following discussion contains forward-looking statements that reflect our plans, estimates, and beliefs. Our actual results could differ materially from those discussed in the forward looking statements. Our financial statements are stated in United States Dollars and are prepared in accordance with the United States Generally Accepted Accounting Principles.

Results of Operations

The Company has incurred losses since inception resulting in an accumulated deficit of $1,615,638 as of September 30, 2020. Our financial statements have been prepared assuming that we will continue as a going concern and, accordingly, do not include adjustments relating to the recoverability and realization of assets and classification of liabilities that might be necessary should we be unable to continue in operation.

We will require additional capital to meet our short- and long-term operating requirements. We expect to raise additional capital through, among other things, the sale of equity securities.

Three and nine months ended September 30, 2020 ("2020 third quarter") compared to the three and nine months ended September 30, 2019 ("2019 third quarter")

Revenues

Revenues decreased by $133,027 and by $309,982, or 94.1% and 86.7%, in the 2020 third quarter and first nine months of 2020, respectively, compared to the same periods in 2019. The decline for the third quarter and the first nine months was across all product lines. The decrease in sales for subscriptions and supplements was directly associated to a reduction in advertising spend. The reduced advertising spend also impacted the number of new customers we acquired for the quarter, this included subscriptions and supplement product lines.

Costs and Expenses

Total costs and operating expenses decreased $122,229 and $252,729, or 54.5% and 44.0%, in the 2020 third quarter and first nine months of 2020, respectively, compared to the same periods in 2019. The decrease in operating costs and expenses was due to savings initiatives to offset the decline in revenue.




     ·    Cost of revenue decreased $39,262 and $91,990, or 75.0% and 63.5%, in
          the 2020 third quarter and first nine months of 2020, respectively,
          compared to the same periods in 2019. Cost of revenue also increased as
          a percentage of net revenue at 156.4% from 37.0% in the 2020 third
          quarter and increased at 111.3% from 40.5% for the first nine months of
          2020, compared to the same periods in 2019. Our cost of revenue includes
          the cost of the supplements we sell as well as shipping and handling
          costs for shipments to customers. The increase in cost of revenues as a
          percent of revenues is due to the decline in revenue across all product
          lines.

     ·    Advertising expenses decreased $114,245 and $212,891, or 99.9% and
          99.1%, in the third quarter and first nine months of 2020, respectively,
          compared to the same periods in 2019. Advertising also decreased as a
          percentage of net revenue to 0.8% from 80.8% in the third quarter and
          decreased at 4.0% from 60.1% for the first nine months of 2020, compared
          to the same periods in 2019.  The decrease in advertising expenses as a
          percentage of our net revenues is the result of our advertising cost per
          sale decreasing. We monitor our advertising purchases and customer
          acquisition costs based on various advertising websites, partners and
          campaigns, and we adjust our campaign costs based on new website
          subscriptions or sales.

     ·    Selling, general and administrative expenses increased $31,278 and
          $52,152, or 54.3% and 24.3%, in the third quarter and first nine months
          of 2020, respectively, compared to the same periods in 2019. SG&A also
          increased as a percentage of net revenue at 1,060.3% from 40.7% in the
          third quarter and at 561.7% from 60.0% for the first nine months of
          2020, compared to the same periods in 2020.The increase in SG&A in the
          third quarter and first nine months of 2020 as compared to the same
          periods in 2019 is principally attributable to consulting and accounting
          expenses.





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Net Loss

Our net loss for the three months ended September 30, 2020 was $95,703 compared to $83,419 for the three months ended September 30, 2019. Our net loss for the nine months ended September 30, 2020 was $279,571 compared to $218,796 for the nine months ended September 30, 2019. Increases in net loss are attributable to the decrease in revenues which was offset by the decrease in costs and expenses.

Liquidity and capital resources

Liquidity is the ability of a company to generate sufficient cash to satisfy its needs for cash. The following table summarizes our total current assets, total current liabilities and working capital deficit at September 30, 2020 as compared to December 31, 2019.




                             September 30,       December 31,
                                 2020                2019
                              (unaudited)

Total current assets        $        51,592     $      112,395
Total current liabilities   $       326,488     $      247,757
Working capital deficit     $      (274,896 )   $     (135,362 )

The reduction in total current assets between the periods primarily reflects a reduction in the holdback receivables from merchants. The increase in total current liabilities reflects an increase in accounts payable and accrued expenses. We do not have any capital commitments and do not have any external sources of working capital available.

Going concern and management's liquidity plans

The COVID-19 pandemic has materially and adversely impacted the U.S. economy and financial markets, with legislative and regulatory responses including unprecedented monetary and fiscal policy actions across all sectors, and there is significant uncertainty as to timing of stabilization and recovery. The extent of the COVID-19 impacts will depend on future actions and outcomes, which are highly uncertain and cannot be predicted with confidence, including the scope, severity and duration of the outbreak, the short-term and long-term economic impact of the outbreak (including the effect on advertising activity, consumer discretionary spending and our employees), and the actions taken to mitigate the impact of the virus, and the pace of economic and financial market recovery when the COVID-19 pandemic subsides, among others.

The full impact of the COVID-19 outbreak continues to evolve as of the date of this report. Given the daily evolution of the COVID-19 outbreak and the global responses to curb its spread, the Company is not able to estimate adverse effects of the COVID-19 outbreak on its results of operations, financial condition, or liquidity for fiscal year 2020.

We have experienced recurring operating losses and negative operating cash flows and have financed our recent working capital requirements primarily through the issuance of equity securities. During the nine months ended September 30, 2020 and 2019, we have reported net losses of $279,571 and $218,796, respectively. As of September 30, 2020, we had a negative working capital of $274,896, our accumulated deficit was $1,615,638. These factors, among others, raise substantial doubt about our ability to continue as a going concern. Our Condensed Financial Statements do not include any adjustments that might result from the outcome of this uncertainty. The accompanying Condensed Financial Statements have been prepared on a going concern basis, which contemplates the realization of assets and the satisfaction of liabilities in the normal course of business. There are no assurances we will be successful in our efforts to report profitable operations or to continue as a going concern, in which event investors would lose their entire investment in our company.






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Our ability to continue to grow our business is dependent upon our ability to raise additional sufficient capital to fund our operating expenses, including advertising, until such time, if ever, that we are able to report profitable operations, as well as for our short-term and long-term growth plans. We do not generate operating income and we are presently are relying on cash we receive from the holdback receivable to pay our operating expenses. Our management estimates that we require approximately $5,500,000 in additional working capital during the next 12 months in order to meet our current business objectives, including the development of new indicators for our Lifestyle Blueprint platform, the addition of print versions of our DWD Protocol, expanding our supplement product line and additional subscription content offerings for our customers. This additional working capital is also necessary to fund increases in our advertising and marketing costs, costs associated with the development of additional infrastructure to support our expected growth, as well as funds to pay our operating expenses and general working capital. While we were successful in raising funds privately during late 2017 and into the first quarter of 2018, and will seek to do so in future periods, we do not have any firm commitments to provide any additional capital to us. There are no assurances we will be successful in securing the additional capital necessary to grow our company and pay our operating expenses. Any delay in raising sufficient funds could adversely impact our ability to continue to increase our revenues in future periods. In addition, if we are unable to raise the necessary additional working capital, we may be forced to reduce certain operating expenses in an effort to conserve our working capital which will adversely impact our revenues and results of operations in future periods and there are no assurances we could continue as a going concern.




Summary of cash flows


                                                   September 30,        September 30,
                                                        2020                2019
                                                    (unaudited)          (unaudited)

Net cash provided by (used in) operating
activities                                        $        (89,913 )   $         7,504
Net cash provided by (used in) investing
activities                                        $              -     $             -
Net cash provided by (used in) financing
activities                                        $         27,000     $             -

The increase in cash used in our operating activities in the nine months ended September 30, 2020 as compared to the nine months ended September 30, 2019 is due to an increase in net loss offset by increases in accounts payable, stock based compensation and capital contribution from the CEO salary and a decrease in the holdback receivable.

There was no net cash provided by or used in investing activities during 2020 and 2019 third quarters.

Net cash provided by financing activities during the nine months ended September 30, 2020 reflects the loan from Bank of America under the Paycheck Protection Program.




Commitments and Contingencies

Information regarding our Commitments and Contingencies is contained in Note 6 to the Condensed Financial Statements.

Off-Balance Sheet Arrangements

We have not entered into any off-balance sheet arrangements that have or are reasonably likely to have a current or future effect on our financial condition, changes in financial condition, revenues or expenses, results of operations, liquidity, capital expenditures or capital resources and would be considered material to investors.




Emerging Growth Company

We are an "emerging growth company," as defined in the Jumpstart Our Business Startups Act of 2012, or the "JOBS Act", and we are permitted to take advantage of certain exemptions from various public company reporting requirements, including not being required to have our internal controls over financial reporting audited by our independent registered public accounting firm pursuant to Section 404 of the Sarbanes-Oxley Act of 2002, or the "Sarbanes-Oxley Act", reduced disclosure obligations regarding executive compensation in our periodic reports and proxy statements and exemptions from the requirements of holding a nonbinding advisory vote on executive compensation and any golden parachute payments. We may take advantage of these exemptions until we are no longer an "emerging growth company." In addition, the JOBS Act provides that an "emerging growth company" can delay adopting new or revised accounting standards until such time as

those standards apply to private companies.






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We have elected to use the extended transition period for complying with new or revised accounting standards under the JOBS Act. This election allows us to delay the adoption of new or revised accounting standards that have different effective dates for public and private companies until those standards apply to private companies. As a result of this election, our financial statements may not be comparable to companies that comply with public company effective dates.

We could remain an emerging growth company for up to five years, or until the earliest of:




     ·    the last day of the first fiscal year in which our annual gross revenues
          exceed $1.07 billion;

     ·    the date that we become a "large accelerated filer" as defined in Rule
          12b-2 under the Securities Exchange Act of 1934, as amended, or the
          "Exchange Act", which would occur if the market value of our common
          stock that is held by non-affiliates exceeds $700 million as of the last
          business day of our most recently completed second fiscal quarter; or

     ·    the date we have issued more than $1 billion in non-convertible debt
          during the preceding three-year period.

At this time, we expect to remain an emerging growth company until possibly as late as 2023. References herein to "emerging growth company" have the meaning associated with that term in the JOBS Act.

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