{"url_path":"/sec/spty/10-k/2026/item-1","section_key":"item-1","section_title":"Item 1 Business**","topic":"sec","document":{"doc_type":"10-K/A","doc_date":"2026-06-05","source_url":"https://www.sec.gov/Archives/edgar/data/1840102/0001520138-26-000207-index.html","accession_number":"0001520138-26-000207","cik":"0001840102","ticker":"SPTY","issuer_name":"SPECIFICITY, INC.","edgar_url":"https://www.sec.gov/Archives/edgar/data/1840102/0001520138-26-000207-index.html","primary_entity_key":"0001840102","primary_entity_name":"SPECIFICITY, INC."},"word_count":2724,"has_tables":true,"body_markdown":"**Item 1. Business**\n\n \n\n**Company Overview**\n\n \n\nSpecificity, Inc. (hereinafter the “Company”, “we”,\n“our”, “us”) was incorporated in the State of Nevada on November 25, 2020 (“Inception”). The Company’s\nprincipal headquarters is located at 8429 Lorraine Rd., Suite 377, Lakewood Ranch, FL 34202. Our telephone number is (813) 364-4744.\n\n \n\nAt our core we are a full service digital marketing firm that delivers\ncutting-edge marketing solutions to identify and market in real-time to potential customers who are “actively” in the buying\ncycle. Our digital marketing solutions focus on Business to Business (“B2B”) and Business to Consumer (“B2C”)\nmarkets and give small and medium sized businesses (“SMBs”) a fair chance to capture online traffic. Our underlying technology\nsolution utilizes BiToS and Mobile Advertising Identifiers (MAIDs) to build audiences, effectively eliminating bot traffic and ad waste\nand produces real-time messaging opportunities to reach target audiences more efficiently than broad based market messaging platforms.\nWe also implement intuitive ad sequencing, audience ID technology, Artificial Intelligence (“AI”) integration, saturation\nmodeling, conversion funneling, Customer Relationship Management (“CRM”) integration, traffic resolution, and comprehensive\nanalytics reporting.\n\n \n\nOur digital marketing capabilities were acquired through organic development\nin-house and through our efforts as a tech incubator and early adopter of innovative marketing tools. Currently, our operations are focused\non 3 service offerings within our single segment business.\n\n \n\n1.**Tradigital Partners - White-Label Digital Marketing Solutions\nfor Ad Agencies.** Tradigital Partners is a specialized white-label digital marketing service\ndesigned exclusively for advertising agencies to partner their traditional campaigns with\ndigital. This solution allows agencies to expand their service offerings by providing cutting-edge\ndigital marketing solutions under their own brand, without the need for in-house expertise\nor infrastructure.\n\n \n\n**Key Features & Benefits:**\n\n·*Seamless\nWhite-Label Integration:*Agencies can deliver top-tier digital marketing services without\ninvesting in additional personnel or technology.\n\n·*Advanced\nData & Targeting Capabilities:* Provides agencies with access to behavior-based audience\ntargeting and real-time data to optimize client campaigns.\n\n·*Scalability\n& Customization:* Services can be tailored to fit agency-specific needs, allowing\nfor a flexible, on-demand partnership model.\n\n·*Comprehensive\nSupport & Training:* Ensures agencies and their teams are fully equipped to leverage\nthe platform for client success.\n\n \n\nTradigital Partners empowers ad agencies to compete in an increasingly\ndigital world by offering best-in-class solutions without the overhead or complexity of developing them in-house.\n\n \n\n2.**Put-Thru - Enterprise-Grade Digital Marketing, Scaled for SMBs.**Put-Thru is a digital marketing tech stack designed specifically for small and medium-sized\nbusinesses (SMBs). Unlike enterprise-level marketing platforms that require significant investment\nand expertise, Put-Thru delivers powerful digital advertising solutions at an affordable\nprice point, helping SMBs compete with larger brands.\n\n \n\n 2 \n\n[Table of Contents](#toc) \n\n** **\n\n**Key Features & Benefits:**\n\n·Cost-Effective\nAd Tech: Offers sophisticated digital marketing tools at a fraction of the cost of traditional\nenterprise solutions.\n\n·Behavior-Based\nTargeting: Uses real-time consumer behavior data to improve ad efficiency and minimize\nwasted spend.\n\n·Simple\n& Scalable: Provides small businesses with a user-friendly platform that can scale\nas they grow.\n\n·Omnichannel\nMarketing Solutions: Integrates with multiple advertising channels, including social\nmedia, search, and display networks.\n\n \n\nPut-Thru democratizes digital marketing by making high-quality,\ndata-driven advertising accessible to SMBs, ensuring they reach the right audience without overspending.\n\n \n\n3.**PickPocket - DIY Digital Marketing Platform for Small Business\nOwners.**Pick Pocket is a do-it-yourself (DIY) digital marketing platform built for small\nbusiness owners who want to take control of their advertising efforts while cutting out the\nwaste of audiences that don’t make sense for their product or service. Designed for businesses\nwith annual revenues between $500,000 and $5 million, Pick Pocket leverages behavior-based\nID technology to help users build ideal customer profiles and directly target potential buyers\nthrough their mobile devices. The main goal of PickPocket is to directly target your competitors.\n\n \n\n**Key Features & Benefits:**\n\n§DIY-Friendly\nInterface: A user-friendly platform that empowers business owners to create and launch\ncampaigns without marketing expertise.\n\n§Behavior-Based\nID Targeting: Identifies and reaches high-intent consumers based on real-time behaviors,\nincreasing campaign effectiveness.\n\n§Cost-Effective\nMarketing Solution: Eliminates the need for expensive agency services by giving small\nbusinesses direct access to advanced marketing tools.\n\n§Mobile-First\nApproach: Optimizes ad delivery for mobile devices, ensuring businesses engage customers\nwhere they spend the most time.\n\n \n\nAlthough fully developed, Pick Pocket has not yet generated\nrevenue, presenting an opportunity for future monetization strategies, including subscriptions, performance-based pricing, or value-added\nservices.\n\n \n\n**Strategic Vision**\n\n \n\nWe are a technology company with two core missions:\n\n \n\n§First,\nwe endeavor to deliver the latest digital marketing technology to companies of all sizes\nmaking them nationally, regionally, and locally competitive. In this capacity, we come to\nthe table already vertically integrated and capable of executing any size campaign.\n\n \n\n§Second,\nwe are a tech incubator. We identify technology-based marketing solutions, take an equity\nshare position in return for utilizing our internal resources to complete the buildout of\ntechnology-based solutions, and then using our marketing prowess to draw clients to these\nbusinesses. We have the internal personnel to successfully complete these projects and our\nmarketing capabilities will deliver lower advertising costs to launch new projects making\ngrowth faster to attain.\n\n** **\n\n 3 \n\n[Table of Contents](#toc) \n\n** **\n\n**Our Target Market in Digital Marketing**\n\n \n\nAs a digital marketing agency, we are often an early adopter of innovative\ndigital marketing tools. Our team keeps our clients ahead of the technology curve instead of chasing it. Our ability to identify audiences\nin granular ways other tech companies have given up on, positions us well to deliver better results at lower costs. By delivering ads\nto more targeted audiences, our clients enjoy the benefit of focusing their digital spend on audiences that make sense for their products\nand services. While the large social media/tech companies are eliminating or limiting access to targeting tools, we continue to add better\ntargeting tools all the time.\n\n \n\nAs digital marketing continues to evolve, we often find ourselves with\nan incredibly unique opportunity to evolve our digital marketing tool and services to better serve the needs of our broader market. While\nthe large tech companies and social media firms are removing targeting mechanisms from their platforms, businesses are waking up to the\nfact that more targeted audiences lower their cost per acquisition and dramatically improve their return on investment (“ROI”).\n\nAll of these events put us in a great position to acquire new clients\nin mass. Our capital raises will in large part be used to grow our sales team in two regions initially and then expand quickly thereafter.\nThe two regions we are starting with are the Tampa and New England markets and will be targeting medium sized clients with revenues between\n$5 million and $25 million (“Target Market”). We know that clients with this type of revenue typically have internal marketing\nteams that are more suited to understand analytics and can more easily track results and leverage our digital marketing tools and services.\nWhen this is the case, these clients stay longer and are more active in running their campaign which makes it far easier to produce new\ncreative campaigns and get those campaigns approved more quickly; which is a critical component for campaign optimization.\n\n \n\nWe know from experience in the marketplace that clients in our Target\nMarket spend on average $5,100 per month and this data point is important because it enable us to set our pricing at levels that can\nsustain projected profitability after accounting for sales expenses and the overhead required to execute a digital marketing campaign\nfor a client. Both Tampa and the New England region have a plethora of companies that fall into our Target Market approach.\n\n \n\nWe believe our focus in 2026 and 2027 will be driving sequential revenue\ngrowth and adding additional vertically integrated marketing solution capabilities. We expect to spend our capital raise proceeds on business\ndevelopment, development and/or acquisition of additional digital marketing capabilities and hiring subject matter expertise to support\nour infrastructure and public company reporting requirements. Having a well-trained staff in place will not only allow for the expeditious\nonboarding of new clients but will also go a long way in retaining clients we bring on. Strong client retention is foundational to long-term\nsuccess in our business. We have already automated much of what we do so the length of time required to properly train people is drastically\nreduced.\n\n** **\n\n**Tech Incubator**\n\n \n\nIn the digital marketing space, there are numerous opportunities for project\ncompletion. Men and women across the country have great ideas but not the resources to finish their projects. Our model is simple, once\nwe identify these opportunities, we will negotiate an equity share position in return for using our resources to complete the buildout.\nThese resources include our website design team, programmers, graphic designers, digital marketers and management.\n\n \n\nDue to the nature of what we do, we welcome these projects with both the\nability to help complete and market them. We can identify the audience most likely to use them and then aggressively advertise to that\naudience. Our goal in doing so is to spin them off into their own company and then take our profit when the time is right.\n\n \n\n**Going Concern**\n\n \n\nAs reflected in the accompanying audited financial statements, during\nthe year ended December 31, 2025, we incurred a net loss of $554,067 and used cash of $149,371 in operating activities. Although we have\nbeen able to generate revenue from contracts with customers since inception, our ability to scale our business and continue as a going\nconcern is dependent on our ability to raise capital to implement our business plan and then generate sufficient revenues to generate\npositive net income and cash flow.\n\n \n\n 4 \n\n[Table of Contents](#toc) \n\n  \n\nAs a reminder there is no guarantee that we will be able to raise sufficient\ncapital or generate a level of revenue to sustain our planned operations or that we will ever be profitable. Our financial statements\ndo not include any adjustments to reflect the possible future effects on the recoverability and classification of assets or the amounts\nand classifications of liabilities that may result should we ultimately be unable to continue as a going concern.\n\n \n\n**Competition**\n\n \n\nWe operate in a highly competitive and fragmented industry. We compete\nfor business and talent with the operating subsidiaries of large global holding companies such as Omnicom Group Inc., Interpublic Group\nof Companies, Inc., WPP plc, Publicis Groupe SA, Dentsu Inc. and Havas SA, as well as with numerous independent agencies that operate\nin multiple markets. Our Partner Firms also face competition from consultancies, like Accenture and Deloitte, tech platforms, media companies\nand other services firms that offer related services. We must compete with all of these other companies to maintain and grow existing\nclient relationships and to obtain new clients and assignments.\n\n \n\nWe compete at this level by providing clients with innovative marketing\nsolutions that leverage the full power of data, technology, and superior creativity. Specificity also benefits from cooperation among\nits entrepreneurial Partner Firms, which enables Specificity to service the full range of global clients’ varied marketing needs\nthrough custom integrated solutions. Additionally, Specificity’s maintenance of separate, independent operating companies enables\nSpecificity to effectively manage potential conflicts of interest by representing competing clients across its network.\n\n \n\n**Clients**\n\n \n\nAs discussed above in more detail under the section titled “Our\nTarget Market in Digital Marketing”, our Target Market is medium sized clients with revenues between $5 million and $25 million\nthat exhibit a long term retention with an average of $5,100 per month in digital marketing services or spend. Our general geographic\nfocus currently is in the Tampa Bay and New England areas. We will expand scope of our geographic focus in the future as we develop success\nin our primary markets. Due to the nature of our business and the relative size of certain contracts which are entered into in the ordinary\ncourse of business, the loss of any single significant customer would have a material adverse effect on our results of operations. In\nfuture periods, we will continue to focus on diversifying our revenue by increasing the number of our customer contracts and seeking\nout partnerships that will allow us to increase our customer reach beyond our limited reach.\n\n \n\n**Intellectual Property**\n\n \n\nIntellectual property rights are important to our business. We believe\nwe will come to rely on a combination of patent, copyright, trademark, service mark, trade secret and other rights in the United States\nand other jurisdictions, as well as confidentiality procedures and contractual provisions to protect our proprietary technology, processes\nand other intellectual property. We will protect our intellectual property rights in a number of ways including entering into confidentiality\nand other written agreements with our employees, customers, consultants and partners in an attempt to control access to and distribution\nof our documentation and other proprietary technology and other information. Despite our efforts to protect our proprietary rights, third\nparties may, in an unauthorized manner, attempt to use, copy or otherwise obtain and market or distribute our intellectual property rights\nor technology.\n\n \n\nU.S. patent filings are intended to provide the holder with a right to\nexclude others from making, using, selling or importing in the United States the inventions covered by the claims of granted patents.\nOur patents, including our pending patents, if granted, may be contested, circumvented or invalidated. Moreover, the rights that may\nbe granted in those issued and pending patents may not provide us with proprietary protection or competitive advantages, and we may not\nbe able to prevent third parties from infringing those patents. Therefore, the exact benefits of our issued patents and, if issued, our\npending patents and the other steps that we have taken to protect our intellectual property cannot be predicted with certainty.\n\n \n\n 5 \n\n[Table of Contents](#toc) \n\n  \n\n**Seasonality**\n\n \n\nOur business is not seasonal. However, our revenues and operating results\nmay vary significantly from quarter-to-quarter, due to revenues earned on contracts due to one or more of the following reasons:\n\n \n\n·Onboarding\nof clients and launching their specific digital marketing services\n\n·Large\none-time digital marketing campaigns requested by our clients\n\n·Seasonality\nof a client’s business which impacts digital marketing services and spend requirements\n\n·Product\nor service launches or discontinuation by a client\n\n·Change\nin control of ownership events that may affect client spend and timing\n\n·Directed\nincrease or decreases in marketing campaigns as directed by a client\n\n·The\ncommencement and completion of contracts during any particular quarter.\n\n \n\nBecause a portion of our expenses, such as personnel and platform costs,\nare fixed in the short term, successful contract performance and variation in the volume of activity as well as in the number of contracts\ncommenced or completed during any quarter may cause significant variations in operating results from quarter to quarter.\n\n \n\n**Employees**\n\n \n\nAs of December 31, 2025, we had approximately 9 full-time employees. We\ncontract with independent consultants and employ temporary or full-time employees as needed. Potential employees possessing the unique\nqualifications required are readily available for both part-time and full-time employment. The primary method of soliciting personnel\nis through recruiting resources directly utilizing all known sources including electronic databases, public forums, and personal networks\nof friends and former co-workers.\n\n \n\nWe believe that our future success will depend in part on our continued\nability to offer competitive market compensation packages to attract and retain highly skilled, highly motivated and disciplined managerial,\ntechnical, sales and support personnel. In addition, confidentiality and non-disclosure agreements are in place with many of our clients,\nemployees and consultants and such agreements are included our policies and procedures. None of our employees are subject to a collective\nbargaining agreement. We believe that our relations with our employees are good.\n\n \n\n**Corporate Information**\n\n \n\nWe incorporated under the laws of the State of Nevada on November 25,\n2020, as Specificity, Inc. Our principal executive offices are located at 8429 Lorraine Rd., Suite 377, Lakewood Ranch, FL 34202. Our\ntelephone number is (813) 364-4744. Our internet address www.specificityinc.com. Information on our website is not incorporated into this\nForm 10-K/A. We make available free of charge through our website our Annual Report on Form 10, Form 10-K/A, Quarterly Reports on Form\n10-Q, current reports on Form 8-K, and amendments to those reports filed or furnished pursuant to Section 13(a) or 15(d) of the Securities\nExchange Act of 1934 as soon as reasonably practicable after we electronically file such material with, or furnish it to, the United States\nSecurities and Exchange Commission (the “SEC”). The SEC maintains an Internet site that contains reports, proxy and information\nstatements, and other information regarding issuers that file electronically with the SEC at http://www.sec.gov.\n\n \n\n 6 \n\n[Table of Contents](#toc)"}