In my last blog post, I shared some of what I’d learned about Lightning Shared Scooter Company (LSSC), a pyramid scheme that stole millions of dollars from investors under the guise of a scooter installation and leasing company. After scrutiny from the FBI and customer complaints in more than 20 US states, LSSC shuttered its doors and vanished into thin air. When the company disappeared, so did many investors’ hard earned money.
In hindsight, I’m sure many of the participants in the scheme can identify multiple red flags that were always present. However, when in the throes of the excitement of generating income quickly, some of the usual caution is often disregarded. Some people who had been part of the company for a few years were earning the equivalent of an average US salary in less than two months’ time, and as a result, they probably didn’t ever stop to ask themselves, “Does any of this make sense?”
I want to be VERY clear: a pyramid scheme can only be effective if it causes participants to doubt their instincts. Even savvy investors can be scammed, as history has proven – time and time again – over the last 50 years. Nothing that I’m sharing should be interpreted as victim blaming, because the key to an effective scheme is sophisticated deceptive practices. NO fraudulent scheme can be effective if it’s obviously scammy, so naturally, victims may not identify the scam immediately. While I suspected the business was a scam as soon as I heard it, it was difficult to identify it as such when there are multiple people earning consistent profits from it over several years.
With that being said, here’s a list of some of the red flags, as well as ways to identify scams and schemes as they are presented to you.
- Recent launch and request for individual investors instead of using institutional funds. Companies at the size and scale that LSSC claimed it was DO NOT seek random individuals to fund it. Companies that plan to expand and to set up an effective presence in a new country or market will use the banking structures of that country. And yes, crowd sourcing is an option for smaller companies, but even that is generally conducted on a third-party platform that offers some neutrality and security to investors.
- Promise of a quick return of investment. The old adage, “If it sounds too good to be true . . . ” comes to mind.
- Usage of a profit model that doesn’t look like any others that you’ve seen or experienced. Most compensation structures have already been created and tested: truly innovative models are as rare as hen’s teeth. If the profit model is new, then you should probably wait a while to see how it works, and if it’s sustainable over the long term. If some of the participants had just waited for a few months or a year, they would have seen that the company’s profit model was fraudulent and could have avoided being fleeced.
- Complicated pay structures and mechanisms.If you don’t completely understand how and why you’re getting paid, then that could be a reason to pause and do some additional research. You should be clear on how the money gets to you and why you’re getting it.
- Multiple concurrent activities that are not connected to the company’s mission. These are also known as “distractions”. Hosting dinners, raffling items, logging into a chatroom that requires constant involvement throughout the day, required training hours that don’t actually teach you anything related to the business, multiple unrelated “meetings” per week: all of these things add up to a company that wants you so distracted that you won’t notice that they’re failing to pay you on time . . . again.
- Conflicting messages regarding pay, participation, etc.,. Once a company flip flops a number of times, you can bet that they’re simply readjusting as they realize that the time for the scam is running out.
- Insistence upon involvement in activities that have nothing to do with the company’s mission and profit generation. If they want you, as an investor, to do anything other than put in money and read quarterly earning statements, then they are likely trying to distract you. If the company wants you participating in contests for no clear reason other than “community building” AND if the activities being promoted have nothing to do with the income generation of the company, you can better believe that this is part of the deception that makes investors more comfortable with sinking in additional funds.
- Unclear connection between company activities and company mission and profit generation. Why would a company raffle off house plants, air fryers, and televisions daily, especially if the company doesn’t specialize in selling house plants, air fryers or televisions? Again, another distraction.
- Structures that claim to be inspired by existing models but have very little actual connection. This is a common tactic that causes the investor to “fill in the blanks” when they should be more skeptical. LSSC claimed to be similar to companies like ride-sharing platforms (think Uber and Lyft), but the scooter operations were more akin to rental car agreements. The company also claimed to be focused on the “sharing economy”, but nothing in the scooter business requires that. This was part of getting the investors to associate the company with trusted models that had proven themselves, even though the company had not actually employed the model that they claimed was their “inspiration”.
- Cryptocurrency as the sole means of conducting business. Please know that I’m not anti-crypto: I believe any platform or method of acknowledging currency is “valid”, so long as all participants are knowledgeable and agree to use the platform/method as intended. But the focus on recruiting individuals that are unfamiliar with crypto, then insisting that the individuals only operate within cryptocurrency platforms, is a red flag to me. It should be noted that the appeal of cryptocurrency lies in the fact that it exists outside of government regulations. So prosecuting people who have committed criminal acts on crypto platforms is challenging, and oftentimes impossible. Also, the relative anonymity that can be accomplished by using crypto platforms means that identifying culprits is almost always impossible.
- Poorly constructed training sessions, and training that reads more like indoctrination than specialized education. When a business is newly formed, you can expect that some of the training and other information sessions may be a little disorganized, and trainers may not be able to answer every question that comes from the audience. However, after several years in business, there should be a streamlined, organized and fairly seamless training program in place, with trainers that are well-versed and poised. Also, your spidey senses should go off when training sessions focus heavily on indoctrinating participants as opposed to educating them. What’s the line between indoctrination and education? Even experts debate this, but generally speaking, any statements that push people towards ideologies without critical analysis would fall under the indoctrination umbrella. If you find yourself in a space that presents opinions as “logic”, uses an assortment of formal and informal fallacies to make arguments and utilize shaming and embarrassment tactics to encourage certain behavior, it’s likely that indoctrination – not education – is the goal. When you see poorly constructed training paired with indoctrination, what you’re likely experiencing is a scam.
- Fanaticism is the main attraction, not the product or service. Going back to the point about indoctrination, one of the outcomes of being brought into a business that operates like a cult is that participants go from interested supporters to fanatics, allowing the business to take over their lives. One of the most peculiar things about the LSSC scam was how much time the business demanded of investors while still calling itself a source for “passive” income. There was nothing passive about the number of discussions, training and meetings that investors were required to attend each week. There was also nothing passive about the activities required by participants to maintain the payment levels that they achieved when they first invested. As a slight aside, it’s worth noting that requiring fanaticism from participants is one of the hallmarks of cults, and, in my opinion, so many things about the LSSC scam read as cult behavior.
Those are the main red flags I identified in the LSSC scam, but I can comfortably state that most scams use a number of the tactics that I mention. I hope that everyone involved with the LSSC scam is made whole, and I hope that anyone that’s questioning an investment opportunity does their research and makes sure that the opportunity is a legitimate one.
That’s all for today. I’ll talk to you all soon!