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In 2004,
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a new company called Vemma Nutrition
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started offering a life-changing
opportunity
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to earn full time income
for part time work.
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Vemma’s offer was open to everybody,
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regardless of prior experience
or education.
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There were only two steps to start
get started earning:
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purchase a $500-600 starter kit
of their liquid nutrition products,
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and recruit two more members
to do the same.
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Vemma Nutrition Company grew quickly,
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becoming a global operation
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that brought in 30,000 new members
per month at its peak.
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There was just one problem—
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while the company generated $200 million
of annual revenue by 2013,
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the vast majority of participants
earned less than they paid in.
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Vemma was eventually charged with
operating a pyramid scheme:
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a common type of fraud
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where members make money
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by recruiting more people to buy in.
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Typically, the founder solicits an initial
group of people
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to buy in and promote the scheme.
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They are then encouraged to recruit others
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and promised part of the money
those people invest,
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while the founder also takes a share.
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The pattern repeats for each group
of new participants,
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with money from recent arrivals funneled
to those who recruited them.
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This differs from a Ponzi scheme,
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where the founders recruit new members
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and secretly use their fees to
pay existing members,
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who think the payments come
from a legitimate investment.
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As a pyramid scheme grows,
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it becomes increasingly difficult for new
recruits to make money.
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That’s because the number of participants
expands exponentially.
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Take a structure where each person has
to recruit six more to earn a profit.
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The founder recruits six people to start,
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and each of them recruits six more.
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There are 36 people in that second
round of recruits,
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who then each recruit 6 people—
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a total of 216 new recruits.
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By the twelfth round of recruiting,
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the nearly 2.2 billion newest members
would have to recruit
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over 13 billion more people total
to make money–
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more than the entire world population.
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In this scenario,
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the most recent recruits,
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over 80% of the scheme’s participants,
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lose all the money they paid in.
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And in real life,
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many earlier joiners lose out too.
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Pyramid schemes are illegal
in most countries,
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but they can be difficult to detect.
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They are presented as many
different things,
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including gifting groups,
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investment clubs, and multi-level
marketing businesses.
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The distinction between pyramid schemes
and legitimate multi-level marketing
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can be particularly hazy.
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In theory, the difference is that members
of multi-level marketing companies
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primarily earn compensation from selling
a particular product or a service
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to retail customers,
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while pyramid schemes primarily compensate
members for recruitment of new sellers.
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In practice, though,
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many multi-level marketing companies make
it all but impossible
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for members to profit purely
through sales.
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And many pyramid schemes,
like Vemma Nutrition,
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disguise themselves as legal multi-level
marketing businesses,
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using a product or service to hide the
pay-and-recruit structure.
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Many pyramid schemes also capitalize
on already existing trust within churches,
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immigrant communities,
or other tightly knit groups.
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The first few members are encouraged
to report a good experience
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before they actually start
making a profit.
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Others in their network follow
their example,
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and the schemes balloon in size
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before it comes clear that most members
aren’t actually profiting.
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Often, the victims are
embarrassed into silence.
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Pyramid schemes entice people with the
promise of opportunity and empowerment.
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So when members don’t end up making money,
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they can blame themselves
rather than the scheme,
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thinking they weren’t tenacious enough
to earn the returns promised.
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Some victims keep trying,
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investing in multiple schemes,
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and losing money each time.