H20 Industries, Inc. (H20 Industries) provides the service of ion exchange portable tanks. This is water purification for industrial purposes. H20 Industries will tap into a market need for segregated regeneration on a mobile basis. The company will primarily focus its marketing strategies on offering segregated regeneration services to the untapped market of customers who require high-quality regeneration for their deionized (DI) water treatment facilities. H20 Industries will use a facility in Newark, California. It is currently in limited production. Full production will begin at the end of September, with sales growing gradually to near capacity by the end of the first year, with very healthy gross sales in the first year, and increasing in the second and third years.
1.1 Objectives
The main objectives of the project are:
- To segment the market for portable regeneration service by stressing H20 Industries’s capability at providing segregated regeneration. The goal is 1,710 cu.ft per month of segregated epoxy by the end the first year.
- To establish a network 15 well-informed and efficient water service providers who will represent H20 Industries in areas other than direct sales.
- To set up a bulk regenerative facility capable of storing 40 cubic feet daily. Then, to sell its full capacity in large portable exchange services market by its own sales force and through a dealer system.
1.2 Mission
H20 Industries’ mission is to provide niche products to specific industry sectors that are not served by large pur water suppliers. It is possible to segregate a customer’s H20 Industries resin and then re-generate it on a portable basis to hospital dialysis unit. This is an excellent example for a niche product that emphasizes quality and service and which can be purchased at a premium.
1.3 Keys for Success
H20 Industries’ #1 keys to success include:
- The factory has good quality control. High purity water businesses have very low tolerances for flaws.
- Fast response. H20 Industries customers don’t consider water cost a significant factor in their overall costs. However, poor or slow servicing can lead to costly shut downs.
- High-profile allegiances. Success in developing a network of service-oriented water businesses is key to company success.
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