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SpiroCross AX series ISM 2010

SpiroCross AX series ISM 2010. Background. SpiroCross XC (steel) range developed and introduced for Cascade systems 2007/8 3 in one: Perfect Hydraulic balancing, deaeration and dirt separation. Succesfull direct sales in many countries, indirect sales via OEM (Nefit, ACV, RMX)

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SpiroCross AX series ISM 2010

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  1. SpiroCross AX seriesISM 2010

  2. Background • SpiroCross XC (steel) range developed and introduced for Cascade systems 2007/8 • 3 in one: Perfect Hydraulic balancing, deaeration and dirt separation. • Succesfull direct sales in many countries, indirect sales via OEM (Nefit, ACV, RMX) • Expect strong growth of cascade solutions Q: is there a market for a Junior SpiroCross

  3. Mostra 2010 Yes, there is a market

  4. Existing competition • Caleffi • Hydraulic separator, 548 series1” to DN 150, • all steel units • Separation by multiple mesh plates • supply includes 4 couplings and insulation • Balancing primary and secundary circuits in general heating systems

  5. Existing Competiton • Giacomini • R1461 Hydraulic separator • 1”to 2” steel only • Separation by Mesh tube • supply includes 4 couplings and insulation • Mainly floor heating and hybrid solar systems

  6. Existing Competition • Pneumatex • Zeparo Universal ZUC • Full Brass do it yourself kit made up of 3 parts • ¾” to 1½” threaded only • 10 bar, 110C • Pneumatex helicoil separation element • Balancing in smaal double circuit heating, cooling, solar systems

  7. Existing CompetitionOther • Other small hydraulic balancing only systemsMeibus, Magra, RBM,Ferro, various OEM privat labelled, etc • mostly simple steel welded units • not designed for high performance balancing • no active separation • high pressure drop Low cost cr….p

  8. Quiet laminar flow provides the correct environment for micro bubbles to rise Quiet laminar flow provides optimal flow & return separation Turbulent flow Quiet laminar flow provides the correct environment for dirt particles to sink HOW DOES IT WORK: THE SPIROCROSS Spiro tube bundle

  9. Application and Market Domestic or Commercial ?? Can be both • Large villa’s • small appartment blocks (3-6 app) • small commercial applications eg local primary schools, libraries etc • Floor heating cirquits • Hybrid solar with boiler systems

  10. Target Markets Geographical • Italy, Spain, France (regulation) • Germany, Belgium, Netherlands • UK? • Export countries?, Scandinavia? US? OEM: Floor heating and Hybrid Solar-Boiler makers Installers: domestic tending to take small commercial jobs Initial market potential: 1000 – 2000 pcs/yr

  11. Selling the AX seriesThe Product • Proven concept: Based on succes of XC series and vast experience in brass air and dirt separation Compact,limited space rqd

  12. Selling the AX seriesThe Product Continuous leakfree dearation Excellent Balancingno mixing of primary vs secondary circuits Continuous dirt separation with easy flushing

  13. Ranking the Stars

  14. Ranking the Stars

  15. Selling the AX series Positioning: Typical high performance, high Quality product -> leverage the Brandname

  16. USP’s • Brass design, robust & no corrosion • Easy installing due to flexible couplings • Arms positioned close together • Easy flushing without system shutdown • Guaranteed for the lifetime of the boiler (max 20yrs)

  17. USP’s Performance Even at high flow rates • Best balancing performance • Mixing of the primary vs secundary flow <2% • Virtually no pressure drop, <1% • Excellent deaeration and dirt separation Three in one means • Cost reduction in material and labour • Less space required in plant room

  18. Owner Benefits • Energy saving due to • optimal balancing • air and dirt removal • Improved System performance and reduced call-outs

  19. Sales and distribution • Typical wholesaler product • But…. may occasionally be used in direct sales on Commercial projects (UK, Be, NL) • Pricing: competitive vs Caleffi, Giacomini, Pneumatex • Insulation as separate item • Order qty: 1 (to start with), lead time 3-4 wks • Available as of end June 2010

  20. Pricing Netto in Euro

  21. Market Introduction • Launch at Mostra March 2010 • Incl Press release, flyers, hot-spot - well received -

  22. Market Introduction • Roll-out as of July: • Press releases • Information to agents, wholesalers, etc • Support material: implement in brochures, demo-units, spec sheets etc • Website, news item, banner • AX series Advertisement • AX related direct mailing • SpiroCross presentation incl energy saving arguments and balancing theory

  23. Introduction Tools Advertising Mailing Flyer

  24. SpiroCross presentation • Energy savingsupported by measurement • Balancing theory • Competitor analysis • Pressure drop • Balancing perf

  25. SpiroCross AX series…. Go out and sell-it

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