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Commercial Acceleration of New Water Treatment Technology

Commercial Acceleration of New Water Treatment Technology. CalDesal 3 rd Annual Desalination Conference October 6, 2014. First RO Membrane Innovation in 25 Years. 50-100% more permeable than existing polymer technology Improves best-in-class salt rejection by 25%

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Commercial Acceleration of New Water Treatment Technology

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  1. Commercial Acceleration of New Water Treatment Technology CalDesal 3rd Annual Desalination ConferenceOctober 6, 2014

  2. First RO Membrane Innovation in 25 Years • 50-100% more permeable than existing polymer technology • Improves best-in-class salt rejection by 25% • Drop-in replacement for existing membranes • 16 Patents / 27 Applications in 11 Countries

  3. Commercialization to Acquisition in 3 Years Mission: Lower cost of desalination by leveraging nanotechnology to advance reverse osmosis (RO) membrane performance

  4. Rapid Growth in 3 Years:300+ Installations, 40 Countries, >300,000 m3/day NanoH2O Direct Sales Force NanoH2O Distributors & Agents QuantumFlux Installations

  5. Market Acceleration comes from CLARITY • Clarity of MARKET CHARACTERISTICS • Clarity of WHAT WINS • Clarity of FOCUS

  6. Clarity of MARKET CHARACTERISTICS • Speak to everyone • Needs, users, size and growth profile by segment / application • How does business get done? Basis for STRATEGY / Find the low hanging fruit

  7. Clarity of WHAT WINS (by segment) • PERFORMANCE / VALUE PROPOSITION (CAPEX VS OPEX) • PRICE • WARRANTIES • CERTIFICATIONS • SERVICE • DISTRIBUTION • DELIVERY TIME • PRODUCT LINE • REPUTATION / BALANCE SHEET

  8. Clarity of WHAT WINS • Strongest value propositions • Legacy vs. Growth markets • Best early adopters • Key references

  9. Clarity of WHAT WINS • What resources will you need? • Product development • Manufacturing infrastructure • Sales / distribution resources • Marketing initiatives

  10. Clarity of Focus (general guidelines) • Singular focus with unrelenting optimism • Clear goals / objectives • Develop a simple, clear message and stay on it • Exploit your competitor’s weaknesses and mistakes • Make sure you are working harder than they are

  11. Clarity of Focus (for acceleration) • Parallel track technology and manufacturing infrastructure development • De-risk trial • Leverage channel partners without limiting market opportunity • Attract talent with strong reputations

  12. Remember, in Water… IT DEPENDS…

  13. Thank You

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