From the Northern Equities website:

We only win when the price of the shares is above where you we start so you can be sure we’ve done our due diligence and expect the companies we work with to have very successful campaigns! We’re not targeting 10% gains, we’re looking for companies who have struggled to get the word out there, but have a great business and have the potential of being 10x+ success story over 6-12 months!