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Condensed Consolidated Statements Of Cash Flows (USD $)
6 Months Ended
Jan. 31, 2015
Jan. 31, 2014
Operating activities    
Net loss $ (3,670,000)us-gaap_NetIncomeLoss $ (6,326,000)us-gaap_NetIncomeLoss
Adjustments to reconcile net loss to net cash used in operating activities:    
Share-based compensation 985,000us-gaap_ShareBasedCompensation 1,421,000us-gaap_ShareBasedCompensation
Amortization of stock issued for services 44,000pure_AmortizationOfStockIssuedForServices 636,000pure_AmortizationOfStockIssuedForServices
Stock issued under severance agreements   825,000pure_StockIssuedForSeverance
Stock issued to investors to amend subscription agreements   285,000pure_StockIssuedToInvestorsToAmendSubscriptionAgreements
Fair value of penalty warrants issued   23,000pure_WarrantPenalty
Gain on extinguishment of debt   (727,000)us-gaap_ExtinguishmentOfDebtGainLossNetOfTax
Depreciation and amortization 103,000us-gaap_DepreciationDepletionAndAmortization 140,000us-gaap_DepreciationDepletionAndAmortization
Change in fair value of derivative liability (4,000)us-gaap_UnrealizedGainLossOnDerivativesAndCommodityContracts 59,000us-gaap_UnrealizedGainLossOnDerivativesAndCommodityContracts
Changes in operating assets and liabilities:    
Accounts receivable 7,000us-gaap_IncreaseDecreaseInReceivables 9,000us-gaap_IncreaseDecreaseInReceivables
Inventories 63,000us-gaap_IncreaseDecreaseInInventories (64,000)us-gaap_IncreaseDecreaseInInventories
Prepaid expenses (23,000)us-gaap_IncreaseDecreaseInPrepaidExpense (16,000)us-gaap_IncreaseDecreaseInPrepaidExpense
Accounts payable and accrued liabilities (1,008,000)us-gaap_IncreaseDecreaseInAccountsPayableAndAccruedLiabilities (275,000)us-gaap_IncreaseDecreaseInAccountsPayableAndAccruedLiabilities
Deferred rent (2,000)us-gaap_IncreaseDecreaseInDeferredLiabilities (3,000)us-gaap_IncreaseDecreaseInDeferredLiabilities
Net cash used in operating activities (3,505,000)us-gaap_NetCashProvidedByUsedInOperatingActivities (4,013,000)us-gaap_NetCashProvidedByUsedInOperatingActivities
Investing activities    
Investment in patents (6,000)us-gaap_PaymentsToAcquireIntangibleAssets (61,000)us-gaap_PaymentsToAcquireIntangibleAssets
Purchases of property, plant and equipment (68,000)us-gaap_PaymentsToAcquirePropertyPlantAndEquipment (21,000)us-gaap_PaymentsToAcquirePropertyPlantAndEquipment
Net cash used in investing activities (74,000)us-gaap_NetCashProvidedByUsedInInvestingActivities (82,000)us-gaap_NetCashProvidedByUsedInInvestingActivities
Financing activities    
Net proceeds from the sale of common stock 7,401,000us-gaap_ProceedsFromIssuanceOrSaleOfEquity 4,664,000us-gaap_ProceedsFromIssuanceOrSaleOfEquity
Net proceeds from the exercise of warrants   163,000us-gaap_ProceedsFromWarrantExercises
Payment on note payable   (528,000)us-gaap_RepaymentsOfNotesPayable
Net cash provided by financing activities 7,401,000us-gaap_NetCashProvidedByUsedInFinancingActivities 4,299,000us-gaap_NetCashProvidedByUsedInFinancingActivities
Net increase in cash and cash equivalents 3,822,000us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease 204,000us-gaap_CashAndCashEquivalentsPeriodIncreaseDecrease
Cash and cash equivalents at beginning of period 86,000us-gaap_CashAndCashEquivalentsAtCarryingValue 32,000us-gaap_CashAndCashEquivalentsAtCarryingValue
Cash and cash equivalents at end of period 3,908,000us-gaap_CashAndCashEquivalentsAtCarryingValue 236,000us-gaap_CashAndCashEquivalentsAtCarryingValue
Supplemental disclosure of cash flow information    
Cash paid for taxes 1,600us-gaap_IncomeTaxesPaid 4,000us-gaap_IncomeTaxesPaid
Supplemental disclosure of non-cash investing and financing activities    
Common stock issued for prepaid services   175,000us-gaap_StockIssued1
Common stock issued in connection with financing   283,000pure_CommonStockIssuedInConnectionWithFinancing
Settlement of warrant liability   $ 56,000us-gaap_OtherSignificantNoncashTransactionValueOfConsiderationGiven1