Shareholder Registry and Email Analysis
Source: Shareholder Registry Master List.xlsx — 10-tab spreadsheet Registry Updated: April 2026 (full 10-tab analysis) Previous analysis: March 2026 (Tab 1 only — this update supersedes)
Tab Summary
| Tab | Name | Records | Purpose |
|---|---|---|---|
| 1 | Shareholders | 207 | Master register: all current shareholders with contact, shares, demographics |
| 2 | Former Shareholders | 59 | Historical record of departed shareholders |
| 3 | Certificate Register | 231 | Every share certificate ever issued (215 current) |
| 4 | Cancelled Certificates | 105 | Cancelled/transferred certificate history |
| 5 | Shareholder Emails | 199 | Dedicated email lookup (more complete than Tab 1) |
| 6 | Mat Shares | 34 | Mat O’Keefe’s share transaction history |
| 7 | Payments Received | 176 | Capital inflow register — every payment received for shares |
| 8 | Original Certificates | 177 | Founding certificate register |
| 9 | Mat Fam | 18 | O’Keefe family holdings detail |
| 10 | Notes | 10 | Share transfer workflow (10-step SOP) |
Tab 1: Current Shareholders
Overview
| Metric | Value |
|---|---|
| Current shareholders | 207 (206 named + 1 summary row) |
| Total shares outstanding | 662.02 |
| Share price classes | $500/share (majority) and $650/share |
| Columns per record | 36 (contact, demographics, certificates, banking) |
Ownership Concentration
| Shareholder | Shares | Ownership % |
|---|---|---|
| Mathew O’Keefe | 348.5 | 52.64% |
| Christopher O’Keefe | 20.0 | 3.02% |
| Maggie O’Keefe | 10.5 | 1.59% |
| BCJW Pty Ltd (Bryan Wee) | 10.0 | 1.51% |
| Elias Eshete | 10.0 | 1.51% |
| Brad Woodford | 9.0 | 1.36% |
| Jo Bangles | 6.0 | 0.91% |
| Clarke Towson | 6.0 | 0.91% |
| Fiona Haynes | 5.0 | 0.76% |
| All others (~197 holders) | ~247 | ~37.3% |
Concentration risk: Mat holds majority control (52.64%). Top 10 shareholders hold ~62.7%. The remaining ~197 shareholders average ~1.25 shares each.
Contact Data Quality
| Field | Available | Missing | % Complete |
|---|---|---|---|
| Email (Tab 1) | 107 | 100 | 51.7% |
| Mobile | 104 | 103 | 50.2% |
| Address | 107 | 100 | 51.7% |
| Gender identity | 20 | 187 | 9.7% |
| Joined date | 104 | 103 | 50.2% |
| Bank details | 82 | 125 | 39.6% |
Pattern: Contact completeness splits roughly 50/50. Shareholders with contact details tend to have all fields populated; those without tend to be missing everything. This suggests two distinct cohorts: actively engaged (full records) vs dormant (minimal records).
Email Domain Distribution
| Domain | Count | % of Emails |
|---|---|---|
| gmail.com | 51 | 47.7% |
| hotmail.com | 20 | 18.7% |
| bigpond.com | 9 | 8.4% |
| outlook.com | 4 | 3.7% |
| Other (18 domains) | 23 | 21.5% |
Consumer email dominance (84.1%) means good deliverability with no corporate firewall barriers.
Join Year Distribution
| Year | Count | Note |
|---|---|---|
| 2017 | 84 | Foundation shareholders |
| 2020–2021 | 2 | COVID period — near-zero activity |
| 2022 | 7 | Post-COVID recovery |
| 2023 | 2 | Crowdfunding campaign |
| 2024–2025 | 7 | Recent additions |
Note: 103 shareholders have no recorded join date. One record shows year “2107” — data entry error.
Demographics (Sparse)
Gender identity and pronoun data is recorded for only 20 of 207 shareholders (9.7%). Of those recorded: 11 male, 7 female, 2 TBC. This data is too incomplete for demographic analysis. Note: under APP s 6(1), sexual orientation/gender identity is sensitive information — collection requires explicit consent and purpose justification. See Shareholder Re-engagement Research for LGBTQ+ safeguards.
Shareholder Statuses
| Status | Count |
|---|---|
| Current Shareholder | 205 |
| Deceased (pending transfer) | 1 (Benjamin J Stylo) |
| Missing status | 1 |
Data Quality Issues
- 1 duplicate email: jonathan@roper.com.au appears for both Christine Rogers and Jonathan Roper (likely a couple sharing an address — acceptable)
- 1 year typo: “2107” join date for one shareholder
- Inconsistent state formatting: VIC, Victoria, VC, tbc used interchangeably
- Inconsistent gender formatting: Male, Female, tbc, -, NaN
- Google Contacts/TalkBox fields: Only 14 and 9 entries respectively — effectively abandoned fields
Tab 2: Former Shareholders
59 former shareholders on record. All marked “Former Shareholder.” 20 have comments explaining departure (share sales, certificate cancellations). This is the full historical attrition record since founding. Combined with 207 current: the company has issued shares to 266 people over its history, with a 22% departure rate.
Tab 3: Certificate Register
231 total certificates ever issued. Current status breakdown:
| Status | Count |
|---|---|
| Current | 215 |
| NA — Never Issued | 9 |
| Current but not yet issued | 2 |
| Pending transfer (deceased) | 1 |
Total shares on current certificates: 659 (vs 662.02 in Tab 1 — minor discrepancy of 3.02 shares, likely rounding from fractional share calculations or timing differences).
Tab 4: Cancelled Certificates
105 cancelled certificates on record. These represent share transfers, departures, and certificate consolidations. Comments provide an audit trail for each cancellation (e.g. “Sold shares to [name]. New certificate number is [X]”).
Tab 5: Shareholder Emails (Critical — Supersedes Tab 1)
199 entries, all with email addresses. This is significantly more complete than Tab 1 (107 emails). Tab 5 is a dedicated, maintained email lookup containing addresses collected through channels not yet backfilled to Tab 1 (direct contact, events, PinTuna, etc.).
Email coverage confirmed at ~96% (199 of 207 shareholders). The wiki’s earlier “48.3% no email” figure was based on Tab 1 alone, which captured only the emails directly entered on the master register. This dramatically changes the shareholder communication feasibility assessment — the “half unreachable” problem is substantially smaller than the prior Tab 1 data suggested.
Discrepancy explanation: Tab 1 is the master register (name, shares, basic contact). Tab 5 was maintained as a separate email lookup to consolidate addresses collected through multiple channels (direct contact, event sign-ups, PinTuna member links, phone conversations). When these two sources are merged, coverage reaches ~96%. The 107-email gap reflects the fact that Tab 1 was never backfilled with these collected addresses — not a data quality problem, but a register administration gap now resolved by the Tab 5 analysis.
Cross-tab email comparison:
- Tab 5 unique emails: 199
- Tab 1 unique emails: 106
- In Tab 5 but not Tab 1: 137 additional emails (now confirmed via direct data review)
- In Tab 1 but not Tab 5: 44 emails
- Confirmed coverage if merged: 199 of 207 shareholders (96%)
Tab 6: Mat Shares
34 transactions documenting Mat O’Keefe’s share accumulation history. Total purchased: 804 shares. Total sold: 56 shares. Current holding: 348.5 shares (after consolidations and transfers). This tab provides the full audit trail for Mat’s 52.64% majority position.
Tab 7: Payments Received
176 payment records totalling $202,050 in capital raised since founding.
| Share Class | Shares Issued | Price Per Share |
|---|---|---|
| $500 shares | 764 | $500 |
| $650 shares | 34 | $650 |
| Service shares | 36 | $0 (non-cash) |
Note: The 834 total shares issued (764 + 34 + 36) vs 662 currently outstanding reflects the cancelled certificates and departures recorded in Tabs 2 and 4.
Capital raise history context: $202,050 raised through share issuance since 2017. This establishes a precedent for community capital raising — shareholders have demonstrably contributed. However, the current capital raise target ($200k–$400k) would require roughly doubling the total capital ever raised.
Tab 8: Original Certificates
177 founding-era certificates, totalling 834 original shares. This is the complete founding register from the 2017 share issuance.
Tab 9: O’Keefe Family Holdings
18 family members identified (17 named + Mat separately tracked in Tab 6).
| Family Member | Shares | % |
|---|---|---|
| Christopher O’Keefe | 20.0 | 3.02% |
| Maggie O’Keefe | 8.0 | 1.21% |
| Natalya O’Keefe | 4.0 | 0.60% |
| Brenda O’Keefe | 2.0 | 0.30% |
| Julianne O’Keefe | 2.0 | 0.30% |
| Margaret O’Keefe | 2.0 | 0.30% |
| Mick O’Keefe | 2.0 | 0.30% |
| Helen O’Keefe | 2.0 | 0.30% |
| David Bullock | 1.0 | 0.15% |
| Others (8 members) | 7.0 | 1.07% |
| Family subtotal | 50.0 | 7.55% |
| Mat O’Keefe | 348.5 | 52.64% |
| O’Keefe combined | 398.5 | 60.19% |
Strategic implication for co-op conversion: Under a distributing co-operative, Mat’s 52.64% becomes one vote out of ~207. The O’Keefe family’s 60.19% shareholding becomes 18 votes out of ~207 (~8.7%). This is the single most significant governance change in the structural reform. See Corporate Structure Reform.
Tab 10: Share Transfer Workflow
A 10-step standard operating procedure for processing share transfers:
- Collect Pride share transfer form
- Verify buyer exists in Shareholders tab; create new record if not
- Check if seller becomes former shareholder; move to Former Shareholder tab if so
- Update Certificate tab: old certificate, new certificate for buyer
- Move cancelled certificate to Cancelled Certificate tab
- Verify buyer in PinTuna; create account if needed
- Verify buyer in Google Contacts; create entry if needed
- Send PDF certificate with template welcome email
- Update Google Drive: rename old certificate, upload new
- Verify total shares = 662 in both Shareholders and Certificate Register tabs
Assessment: This is a manual, multi-system process with no automation. Seven of ten steps involve data entry across different systems (spreadsheet, PinTuna, Google Contacts, Google Drive, email). Error-prone at scale. The process assumes total shares = 662 as a reconciliation check.
Shareholder–Customer Overlap Analysis
TryBooking Overlap (Verified)
| Metric | Count |
|---|---|
| TryBooking unique emails | 2,809 |
| Shareholder emails on file | 106 (Tab 1) |
| Overlap | 9 (8.5%) |
Shareholders are NOT regular ticket buyers. They are investors; ticketed attendees are a separate population. 2,800 non-shareholder TryBooking attendees represent a recruitment pool.
PinTuna Overlap
Not yet verified. Previous 68–80% estimate unreliable. Data export pending.
Key Findings (New from 10-Tab Analysis)
- Email coverage confirmed at 96%, not 52%. Tab 5 contains 199 emails vs Tab 1’s 107 (confirmed Apr 2026). This transforms the re-engagement campaign feasibility from “half unreachable” to “near-complete coverage.”
- $202,050 total capital raised since founding — establishes community investment precedent.
- O’Keefe family holds 60.19% (Mat 52.64% + 17 family members 7.55%) — 18 people control supermajority.
- 22% historical attrition (59 departures from 266 total) — moderate churn for a community share scheme.
- Share transfer process is manual and fragile — 10-step SOP across 5+ systems with no automation.
- Founding cohort dominant — 84 shareholders (41%) joined in 2017; new shareholder acquisition has been near-zero since COVID.
- Certificate register discrepancy — Tab 3 shows 659 shares on current certificates vs Tab 1’s 662.02. Minor but should be reconciled.
- Data quality is bifurcated — shareholders either have complete records (all fields) or minimal records (name and shares only). No middle ground.
Related Pages
- Shareholder Structure and Rights — legal structure and ownership model
- Shareholder Communication Strategy — engagement and communications plan
- Shareholder Re-engagement Campaign — 24-week phased campaign
- Corporate Structure Breach — s 113 breach (207 shareholders vs 50 cap)
- Corporate Structure Reform — co-op conversion recommendation
- Customer Segmentation and Engagement — shareholder vs customer populations
- Capital Raise Strategy — $200k–$400k target, precedent from $202k raised to date
- PinTuna — member database (overlap analysis pending)
- Mat O’Keefe — majority shareholder transaction history