TheDirectory.com, Inc. (OTCMKTS:SEEK) Trips and Falls

After running hot for three sessions in a row, then standing still in Friday trading, TheDirectory.com, Inc. (OTCMKTS:SEEK) crashed hard yesterday, losing almost 30% of its market cap in a single session and wiping all gains made over the last two sessions.

We have followed SEEK for some time, covering the company’s mad run that saw its share price increase fivefold and cautioning readers about the potential red flags about the company’s filing history and last available financial position information, as well as chasing its run up. The standstill which the stock arrived at last Friday was more or less a signal of a potential reversal coming, which we also cautioned about, and which happened immediately at yesterday’s open.

The newest bit of PR coming from SEEK arrived just as the markets opened yesterday and, along with the usual optimistic plans for restructuring the business, it contained information that SEEK had retained the services of Gibraltar Advisors, who will be helping the company with possible future mergers and acquisitions, financing and deal planning.

While there is not too much information available about the advisory firm, we did manage to find Gibraltar Advisors were also retained by eDoorways, Inc. (OTCMKTS:EDWY), another pink sheet company, back in early 2012 and they were once again supposed to provide corporate financing and capital formation services. Sadly, the relationship between EDWY and Gibraltar was dissolved and EDWY had to pay the advisors 4.8 million common shares. Previously EDWY had announced the securing of a $5 million equity line from Gibraltar. How successful Gibraltar Advisors will be in making big companies believe SEEK‘s domain portfolio is worth the millions of dollars the company values it at remains to be seen.

Time will tell which way SEEK will swing after yesterday’s dip but given the fact that despite the new PR the stock tanked over 29% and managed to dip into triple zeroes on a huge volume spike around noon, extreme caution is advised. The conference call scheduled for today will probably give traders a more definitive incentive to go one way or the other, as the holders of a considerable amount of shares traded over the last two sessions are probably in for quite a dilemma.