13F-HR 1 d1333395_13f-hr.txt UNITED STATES SECURITIES AND EXCHANGE COMMISSION Washington, D.C. 20549 FORM 13F FORM 13F Cover Page Report for the Calendar Year or Quarter Ended: September 30, 2012 Check here if Amendment: |_|; Amendment Number: ____ This Amendment (Check only one): |_| is a restatement |_| adds new holding entries. Institutional Manager Filing this Report: Name: Straus Capital Management, L.L.C. Address: 767 Third Avenue, 21st Floor New York, New York 10017 13F File Number: 028-04115 The institutional investment manager filing this report and the person by whom it is signed hereby represent that the person signing the report is authorized to submit it, that all information contained herein is true, correct and complete, and that it is understood that all required items, statements, schedules, lists, and tables, are considered integral parts of this form. Person Signing this Report on Behalf of Reporting Manager: Name: Melville Straus Title: Managing Member Phone: 212-676-5640 Signature, Place and Date of Signing: /s/ Melville Straus New York, New York November 13, 2012 ----------------------- ------------------------ --------------------- [Signature] [City, State] [Date] Report Type: (Check only one): [X] 13F HOLDINGS REPORT. (Check here if all holdings of this reporting manager are reported in this report). [_] 13F NOTICE. (Check here if no holdings reported are in this report, and all holdings are reported by other reporting managers(s).) [_] 13F COMBINATION REPORT. (Check here if a portion of the holdings for this reporting manager are reported in this report and a portion are reported by other reporting manager(s).) Form 13F SUMMARY PAGE Report Summary: Number of Other Included Managers: 0 Form 13F Information Table Entry Total: 119 Form 13F Information Table Value Total: $248,722 (thousands) List of Other Included Managers: NONE FORM 13F INFORMATION TABLE STRAUS CAPITAL MANAGEMENT, LLC September 30, 2012

COLUMN 1 COLUMN 2 COLUMN 3 COLUMN 4 COLUMN 5 COLUMN 6 ~~COL~~COLUMN 7 COLUMN 8 ~~TITLE OF~~ VALUE ~~SHRS~~SHS OR SH/ PUT/ INVESTMENT ~~OTHR~~OTHER VOTING AUTHORITY NAME OF ISSUER TITLE OF CLASS CUSIP (Xx$1000) PRN AMT PRN CALL DISCRETION MGRS SOLE ~~SHARED~~SHRD NONE ~~AEROVIRONMENT~~---------------------------- ~~INC~~---------------- ~~COM~~--------- ~~008073108~~-------- ~~789~~--------- ~~30,000~~--- ~~CALL~~---- ~~Shared~~-~~Defined~~------------- ~~NONE~~---- ~~30,000~~--------- ~~ALIGN~~---- ~~TECHNOLOGY INC COM 016255101 4,894 146,263 SH Shared~~-~~Defined~~--- ~~NONE~~APPLE ~~146,263 AMAZON COM~~ INC COM ~~023135106~~037833100 26,~~284~~671 10,000 ~~PUT~~SH Shared-Defined NONE 10,000 ~~ANGIES~~APPLE ~~LIST~~ INC COM ~~034754101~~037833100 ~~792~~7,969 5012,000 ~~PUT~~CALL Shared-Defined NONE 5012,000 ~~APPLE~~AVAGO ~~INC~~TECHNOLOGIES ~~COM~~LTD ~~037833100~~SHS ~~7,884~~Y0486S104 ~~13,500~~30 300 SH Shared-Defined NONE ~~13,500~~300 AVANIR PHARMACEUTICALS INC CL A NEW 05348P401 1,~~508~~231 384,600 SH Shared-Defined NONE 384,600 ~~BLUE NILE INC COM 09578R103 1,411 47,500 PUT Shared-Defined NONE 47,500~~ BOTTOMLINE TECH DEL INC COM 101388106 1,~~444~~728 8070,000 SH Shared-Defined NONE 8070,000 CAPSTONE TURBINE CORP COM 14067D102 ~~581~~475 ~~575~~475,000 SH Shared-Defined NONE ~~575~~475,000 CARDIOME PHARMA CORP COM NEW 14159U202 ~~233~~221 ~~517~~667,632 SH Shared-Defined NONE ~~517~~667,632 CARMAX INC COM 143130102 2,~~205~~123 8575,000 SH Shared-Defined NONE 8575,000 CHART INDS INC COM PAR $0.01 16115Q308 1,~~547~~292 2217,500 SH Shared-Defined NONE 2217,500 CHINA CERAMICS CO LTD SHS G2113X100 31,~~086~~731 1935,~~005,132~~758 SH Shared-Defined NONE 1935,~~005,132~~758 CHINA INFORMATION TECHNOLOGY COM NEW 16950L208 ~~800~~1,052 ~~800~~898,~~000~~845 SH Shared-Defined NONE ~~800~~898,~~000~~845 CHINA JO-JO DRUGSTORES INC COM NEW 16949A206 ~~589~~163 ~~430~~240,000 SH Shared-Defined NONE ~~430~~240,000 CHINA MARINE FOOD GROUP LTD COM 16943R106 ~~771~~812 ~~917~~752,~~900~~121 SH Shared-Defined NONE ~~917~~752,~~900~~121 CHINA PHARMA HLDGS INC COM 16941T104 ~~612~~603 1,~~800~~652,~~000~~582 SH Shared-Defined NONE 1,~~800~~652,~~000~~582 CHINA SHENGDA PACKAGING GROU COM 16950V107 ~~292~~340 ~~400~~410,000 SH Shared-Defined NONE ~~400~~410,000 CHINA VALVES TECHNOLOGY INC COM NEW 169476207 ~~271~~48 ~~252~~100,~~905~~000 SH Shared-Defined NONE ~~252~~100,~~905~~000 CHINA XD PLASTICS CO LTD COM 16948F107 2,~~702~~447 ~~590~~640,000 SH Shared-Defined NONE ~~590~~640,000 ~~CHINA~~CHINACACHE ~~YIDA~~INTL ~~HOLDINGS~~HLDG COLTD ~~COM~~SPON ~~NEW~~ADR ~~16945D204~~16950M107 33602 50120,000 SH Shared-Defined NONE 50120,000 ~~CHINACACHE~~CIRRUS ~~INTL~~LOGIC ~~HLDG~~INC ~~LTD~~COM ~~SPON~~172755100 ~~ADR~~1,536 ~~16950M107 743 135~~40,000 SH Shared-Defined NONE ~~135~~40,000 CIRRUS LOGIC INC COM 172755100 ~~597~~576 2015,000 CALL Shared-Defined NONE 2015,000 COACH INC COM 189754104 ~~587~~562 10,000 SH Shared-Defined NONE 10,000 ~~CONSTANT~~COINSTAR ~~CONTACT~~ INC COM ~~210313102~~19259P300 ~~491~~3,374 2775,~~500~~000 SHPUT Shared-Defined NONE 2775,~~500~~000 COSI INC COM 22122P101 ~~499~~541 702,922 SH Shared-Defined NONE 702,922 CRAY INC COM NEW 225223304 1,~~329~~207 ~~110~~95,000 SH Shared-Defined NONE ~~110~~95,000 ~~CREE~~CYTORI THERAPEUTICS INC COM ~~225447101~~23283K105 ~~1,284~~912 50206,~~000~~768 SH Shared-Defined NONE 50206,~~000~~768 CYTORI THERAPEUTICS INC ~~COM~~*W ~~23283K105~~EXP ~~691~~09/13/201 ~~316~~23283K113 231 98,~~523~~855 SH Shared-Defined NONE ~~316~~98,~~523~~855 DICKS SPORTING GOODS INC COM 253393102 ~~959~~1,036 20,000 SH Shared-Defined NONE 20,000 ~~DOUBLE EAGLE PETE CO COM PAR $0.10 258570209 263 60,000 SH Shared-Defined NONE 60,000~~ EBIX INC COM NEW 278715206 ~~499~~590 25,000 PUT Shared-Defined NONE 25,000 ELLIE MAE INC COM 28849P100 ~~558~~1,362 3150,000 SH Shared-Defined NONE 3150,000 EXAMWORKS GROUP INC COM 30066A105 1,~~323~~492 100,000 SH Shared-Defined NONE 100,000 EXFO INC SUB VTG SHS 302046107 1,~~223~~200 244,992 SH Shared-Defined NONE 244,992 F5 NETWORKS INC COM 315616102 1,570 15,000 CALL Shared-Defined NONE 15,000 FACEBOOK INC CL A 30303M102 12,~~399~~285 45105,~~000~~500 SH Shared-Defined NONE 45105,~~000~~500 FLOTEK INDS INC DEL COM 343389102 ~~327~~443 35,000 SH Shared-Defined NONE 35,000 ~~FUSHI~~FOCUS ~~COPPERWELD~~MEDIA ~~INC~~HLDG ~~COM~~LTD ~~36113E107~~SPONSORED 6ADR 34415V109 4,~~083~~914 ~~700~~210,000 SHPUT Shared-Defined NONE ~~700~~210,000 ~~FUSION-IO~~FUSHI COPPERWELD INC COM ~~36112J107~~36113E107 ~~888~~5,659 42622,500 ~~CALL~~SH Shared-Defined NONE 42622,500 FUSION-IO INC COM 36112J107 12,~~985~~876 95,000 SH Shared-Defined NONE 95,000 ~~GARMIN LTD SHS H2906T109 1,149 30,000 PUT Shared~~FUSION-~~Defined~~IO ~~NONE~~INC ~~30,000 GENTEX CORP~~ COM ~~371901109~~36112J107 ~~522~~2,119 2570,000 SHCALL Shared-Defined NONE 2570,000 ~~GENTIUM S P A SPONSORED ADR 37250B104 0 15,940 SH Shared-Defined NONE 15,940~~ GOLAR LNG LTD BERMUDA SHS G9456A100 1,~~320~~351 35,000 SH Shared-Defined NONE 35,000 GOOGLE INC CL A 38259P508 24,~~900~~904 56,~~000~~500 PUT Shared-Defined NONE 56,~~000~~500 GREEN MTN COFFEE ROASTERS IN COM 393122106 2,~~614~~789 ~~120~~117,~~000~~500 SH Shared-Defined NONE ~~120~~117,~~000~~500 ~~GT ADVANCED TECHNOLOGIES INC COM 36191U106 264 50,000 SH Shared-Defined NONE 50,000~~ GULF RESOURCES INC COM PAR $0.0005 40251W309 ~~666~~433 ~~545~~386,~~903~~203 SH Shared-Defined NONE ~~545~~386,~~903~~203 HACKETT GROUP INC COM 404609109 ~~1,170~~878 210,000 SH Shared-Defined NONE 210,000 HALOZYME THERAPEUTICS INC COM 40637H109 87,~~913~~746 1,~~006~~027,~~007~~320 SH Shared-Defined NONE 1,~~006~~027,~~007~~320 HARLEY DAVIDSON INC COM 412822108 2,~~058~~966 4570,000 PUT Shared-Defined NONE 4570,000 HARRIS & HARRIS GROUP INC COM 413833104 152 40,000 SH Shared-Defined NONE 40,000 HCA HOLDINGS INC COM 40412C101 5,264 173,000 SH Shared-Defined NONE 173,000 HOLLYWOOD MEDIA CORP COM 436233100 140 113,568 SH Shared-Defined NONE 113,568 HUMAN GENOME SCIENCES INC COM 444903108 1,780 135,579 SH Shared-Defined NONE 135,579 IMAX CORP COM 45245E109 1,~~802~~095 7555,000 SH Shared-Defined NONE 7555,000 IMMUNOCELLULAR THERAPEUTICS COM 452536105 2,~~811~~069 ~~749~~736,~~467~~302 SH Shared-Defined NONE ~~749~~736,~~467~~302 INOVIO PHARMACEUTICALS INC COM 45773H102 1,~~112~~414 2,417,696 SH Shared-Defined NONE 2,417,696 INTELLIPHARMACEUTICS INTL IN COM 458173101 2,~~576~~336 800,000 SH Shared-Defined NONE 800,000 INTEROIL CORP COM 460951106 3,~~311~~477 4745,~~500~~000 SH Shared-Defined NONE 4745,~~500~~000 ISHARES TR RUSSELL 2000 464287655 4,~~774~~589 6055,000 PUT Shared-Defined NONE 6055,000 ISHARES TR RUSL 2000 GROW 464287648 114,~~662~~302 ~~127~~45,~~500~~000 PUT Shared-Defined NONE ~~127~~45,~~500~~000 JETBLUE AIRWAYS CORP COM 477143101 1,~~590~~199 ~~300~~250,000 SH Shared-Defined NONE ~~300~~250,000 ~~KIT~~KAYAK ~~DIGITAL~~SOFTWARE ~~INC~~COR ~~COM~~CL ~~NEW~~A ~~482470200~~486577109 ~~110~~530 2515,~~600~~000 ~~PUT~~SH Shared-Defined NONE 2515,~~600~~000 LEXICON PHARMACEUTICALS INC COM 528872104 ~~112~~116 50,000 SH Shared-Defined NONE 50,000 LIHUA INTL INC COM 532352101 32,~~699~~207 ~~675~~620,000 SH Shared-Defined NONE ~~675~~620,000 LULULEMON ATHLETICA ~~INC~~IN COM 550021109 23,~~982~~423 5046,~~000~~300 SH Shared-Defined NONE 5046,~~000~~300 LULULEMON ATHLETICA ~~INC~~IN COM 550021109 ~~894~~3,327 1545,000 PUT Shared-Defined NONE 1545,000 MAKO SURGICAL CORP COM 560879108 54,~~675~~417 ~~221~~253,~~605~~685 SH Shared-Defined NONE ~~221~~253,~~605~~685 MARKET VECTORS ETF TR GOLD MINER ETF 57060U100 ~~895~~1,879 2035,000 SH Shared-Defined NONE 2035,000 ~~MARKET~~MEDIVATION ~~VECTORS~~INC ~~ETF~~COM TR58501N101 ~~OIL SVCS ETF 57060U191 1~~4,~~782~~508 5080,000 ~~PUT~~SH Shared-Defined NONE 5080,000 ~~MEDIVATION~~NATURAL ~~INC~~GROCERS BY VITAMIN C COM ~~58501N101~~63888U108 ~~6,855~~223 7510,000 SH Shared-Defined NONE 7510,000 NEKTAR THERAPEUTICS COM 640268108 5,~~253~~816 ~~650~~544,~~989~~822 SH Shared-Defined NONE ~~650~~544,~~989~~822 ~~NETFLIX INC COM 64110L106 685 10,000 SH Shared-Defined NONE 10,000~~ NOVADAQ TECHNOLOGIES INC COM 66987G102 610,~~735~~241 990,437 SH Shared-Defined NONE 990,437 ~~NXP~~NQ ~~SEMICONDUCTORS~~MOBILE NINC VADR ~~COM~~REPSTG ~~N6596X109~~CL ~~697~~A 3064118U108 320 40,000 ~~CALL~~SH Shared-Defined NONE 3040,000 OOCZ ~~REILLY~~TECHNOLOGY ~~AUTOMOTIVE~~GROUP INC ~~NEW~~ COM ~~67103H107~~67086E303 1,~~675~~735 20500,~~000~~100 PUT Shared-Defined NONE 20500,~~000~~100 ~~OCZ~~ONCOTHYREON ~~TECHNOLOGY GROUP~~ INC COM ~~67086E303~~682324108 1,~~508~~796 ~~285~~350,000 SH Shared-Defined NONE ~~285~~350,000 ~~ONCOTHYREON~~PANDORA MEDIA INC COM ~~682324108~~698354107 12,~~638~~415 ~~350~~220,~~000~~514 SH Shared-Defined NONE ~~350~~220,~~000~~514 ~~PANDORA~~PEREGRINE ~~MEDIA~~SEMICONDUCTOR ~~INC~~CORP COM ~~698354107~~71366R703 ~~978~~593 9035,000 SH Shared-Defined NONE 9035,000 PETSMART INC COM 716768106 5,~~114~~174 75,000 SH Shared-Defined NONE 75,000 PROCERA NETWORKS INC COM NEW 74269U203 43,~~072~~572 ~~167~~152,~~500~~000 SH Shared-Defined NONE ~~167~~152,~~500~~000 PROLOR BIOTECH INC COM 74344F106 3,~~885~~761 775,532 SH Shared-Defined NONE 775,532 QIAGEN NV REG SHS N72482107 34,~~919~~344 234,700 SH Shared-Defined NONE 234,700 QKL STORES INC COM NEW 74732Y204 ~~1,468~~459 ~~929~~612,~~113~~508 SH Shared-Defined NONE ~~929~~612,~~113~~508 RACKSPACE HOSTING INC COM 750086100 1,~~758~~652 4025,000 SH Shared-Defined NONE 4025,000 RAINMAKER SYSTEMS COM NEW 750875304 1,~~029~~318 1,~~224~~107,~~695~~195 SH Shared-Defined NONE 1,~~224~~107,~~695~~195 RAPTOR PHARMACEUTICAL CORP COM ~~75382F906~~75382F106 2,~~651~~641 475,000 SH Shared-Defined NONE 475,000 REIS INC COM 75936P105 ~~720~~858 75,000 SH Shared-Defined NONE 75,000 ~~RESEARCH~~RF INMICRODEVICES ~~MOTION~~INC ~~LTD~~ COM ~~760975102~~749941100 ~~480~~493 65125,000 ~~CALL~~SH Shared-Defined NONE 65125,000 ~~RESEARCH~~RF INMICRODEVICES ~~MOTION~~INC ~~LTD~~ COM ~~760975102~~749941100 1,185 25300,000 ~~PUT~~CALL Shared-Defined NONE 25300,000 ~~ROVI~~RIO ~~CORP~~TINTO ~~COM~~PLC ~~779376102~~SPONSORED ~~981~~ADR ~~50,000~~767204100 ~~SH Shared-Defined NONE 50~~4,~~000~~676 ~~ROWAN COMPANIES PLC SHS CL A G7665A101 647 20~~100,000 SHPUT Shared-Defined NONE 20100,000 ROYAL CARIBBEAN CRUISES LTD COM V7780T103 34,~~579~~247 ~~137~~140,~~500~~000 SH Shared-Defined NONE ~~137~~140,~~500~~000 RYANAIR HLDGS PLC SPONSORED ADR 783513104 ~~304~~323 10,000 SH Shared-Defined NONE 10,000 ~~SANDISK~~SEAGATE ~~CORP~~TECHNOLOGY ~~COM~~PLC ~~80004C101~~SHS 1G7945M107 5,~~824~~667 50185,000 PUT Shared-Defined NONE 50185,000 SENOMYX INC COM 81724Q107 ~~978~~790 416,000 SH Shared-Defined NONE 416,000 SHUTTERFLY INC COM 82568P304 ~~997~~622 3220,~~500~~000 SH Shared-Defined NONE ~~32,500 SKYWORKS SOLUTIONS INC COM 83088M102 546~~ 20,000 ~~CALL~~SILICON ~~Shared-Defined~~MOTION ~~NONE~~TECHNOLOGY ~~20,000~~CO ~~SKYWORKS~~SPONSORED ~~SOLUTIONS~~ADR ~~INC~~82706C108 ~~COM 83088M102 2~~1,~~869~~995 ~~105~~135,000 SH Shared-Defined NONE ~~105~~135,000 SODASTREAM INTERNATIONAL LTD USD SHS M9068E105 ~~922~~685 2217,500 SH Shared-Defined NONE 2217,500 SPDR GOLD TRUST GOLD SHS 78463V107 ~~776~~2,149 512,~~000~~500 SH Shared-Defined NONE 512,~~000~~500 SPDR SERIES TRUST S&P RETAIL ETF 78464A714 91,~~454~~883 ~~160~~30,000 PUT Shared-Defined NONE ~~160~~30,000 SPDR SERIES TRUST S&P HOMEBUILD 78464A888 23,~~668~~106 125,000 SH Shared-Defined NONE 125,000 SPIRIT AIRLS INC COM 848577102 ~~1,605~~854 8250,~~500~~000 SH Shared-Defined NONE 8250,~~500~~000 SPLUNK INC COM 848637104 ~~281~~367 10,000 SH Shared-Defined NONE 10,000 STAMPS COM INC COM NEW 852857200 12,~~912~~198 7795,~~500~~000 SH Shared-Defined NONE 7795,~~500~~000 SUNSHINE HEART INC COM 86782U106 13,~~446~~700 443,704 SH Shared-Defined NONE 443,704 ~~SUPERIOR ENERGY SVCS INC COM 868157108 405 20,000 SH Shared-Defined NONE 20,000~~ SWISHER HYGIENE INC COM 870808102 ~~252~~74 ~~100~~53,~~000~~333 SH Shared-Defined NONE ~~100~~53,~~000~~333 ~~TANGOE INC COM 87582Y108 639 30,000 SH Shared-Defined NONE 30,000~~ TESLA MTRS INC COM 88160R101 1,~~877~~165 6039,~~000~~800 ~~CALL~~SH Shared-Defined NONE 6039,~~000~~800 TESLA MTRS INC COM 88160R101 13,~~871~~221 59110,~~800~~000 SHCALL Shared-Defined NONE 59110,~~800~~000 THRESHOLD PHARMACEUTICAL INC COM NEW 885807206 73,~~940~~710 1512,~~167,947~~406 SH Shared-Defined NONE 1512,~~167,947~~406 TITAN MACHY INC COM 88830R101 ~~1,670~~507 5525,000 SH Shared-Defined NONE 5525,000 TRANSCEPT PHARMACEUTICALS IN COM 89354M106 32,~~262~~794 526,166 SH Shared-Defined NONE 526,166 TRANSWITCH CORP COM NEW 894065309 ~~385~~131 ~~350~~120,000 SH Shared-Defined NONE ~~350~~120,000 U S AIRWAYS GROUP INC COM 90341W108 21,~~333~~674 ~~175~~160,000 SH Shared-Defined NONE ~~175~~160,000 ULTRATECH INC COM 904034105 43,~~292~~653 ~~136~~116,~~500~~400 SH Shared-Defined NONE ~~136~~116,~~500~~400 ~~UNDER~~UNILIFE ~~ARMOUR~~CORP ~~INC~~NEW CLCOM A90478E103 ~~904311107~~1,470 ~~945 20~~471,~~000~~225 ~~PUT~~SH Shared-Defined NONE 20471,~~000~~225 ~~UNILIFE~~UNITED ~~CORP~~CONTL ~~NEW~~HLDGS INC COM ~~90478E103~~910047109 12,~~593~~828 ~~471~~145,~~225~~000 SH Shared-Defined NONE ~~471~~145,~~225~~000 UNITED ~~CONTL~~STATES ~~HLDGS~~STL ~~INC~~CORP NEW COM ~~910047109~~912909108 31,~~893~~331 ~~160~~70,000 SHPUT Shared-Defined NONE ~~160~~70,000 UNIVERSAL DISPLAY CORP COM 91347P105 3,~~217~~244 8994,500 SH Shared-Defined NONE 8994,500 ~~UQM~~UNIVERSAL ~~TECHNOLOGIES~~DISPLAY ~~INC~~CORP COM ~~903213106~~91347P105 68687 7820,000 SHCALL Shared-Defined NONE 7820,000 VEECO INSTRS INC DEL COM 922417100 31,~~247~~050 9435,~~500 SH Shared-Defined NONE 94,500 VERISIGN INC COM 92343E102 871 20,~~000 SH Shared-Defined NONE 2035,000 ~~VITAMIN~~VEECO ~~SHOPPE~~INSTRS INC DEL COM ~~92849E101~~922417100 ~~1,099~~450 2015,000 SHCALL Shared-Defined NONE 2015,000 ~~WILLIAMS~~VERIFONE ~~SONOMA~~SYS INC COM ~~969904101~~92342Y109 12,~~737~~646 5095,000 PUT Shared-Defined NONE 5095,000 ~~WISDOMTREE~~VITAMIN ~~INVTS~~SHOPPE INC COM ~~97717P104~~92849E101 ~~164~~875 2515,000 SH Shared-Defined NONE 2515,000 YONGYE INTL INC COM 98607B106 35,~~488~~170 1,128,907 SH Shared-Defined NONE 1,128,907 ZAGG INC COM 98884U108 ~~546~~1,280 50150,000 PUT Shared-Defined NONE 50150,000 ZHONGPIN INC COM 98952K107 ~~553~~330 6030,000 SH Shared-Defined NONE 6030,000 ZILLOW INC CL A 98954A107 1,~~970~~898 5145,000 SH Shared-Defined NONE 5145,000 ZIOPHARM ONCOLOGY INC COM 98973P101 ~~595~~545 100,000 SH Shared-Defined NONE 100,000

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