Commercial Acceleration of New Water Treatment Technology

Commercial Acceleration of New Water Treatment Technology

CalDesal 3rd Annual Desalination ConferenceOctober 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%

Drop-in replacement for existing membranes

16 Patents / 27 Applications in 11 Countries

Commercialization to Acquisition in 3 Years

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Mission: Lower cost of desalination by leveraging nanotechnology to advance

reverse osmosis (RO) membrane performance

Rapid Growth in 3 Years:300+ Installations, 40 Countries, >300,000 m3/day

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QuantumFlux Installations

NanoH2O Direct Sales Force

NanoH2O Distributors & Agents

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Market Acceleration comes from CLARITY

Clarity of MARKET CHARACTERISTICS

Clarity of WHAT WINS

Clarity of FOCUS

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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

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Clarity of WHAT WINS (by segment)

PERFORMANCE / VALUE PROPOSITION (CAPEX VS OPEX) PRICE WARRANTIES CERTIFICATIONS SERVICE DISTRIBUTION DELIVERY TIME PRODUCT LINE REPUTATION / BALANCE SHEET

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Clarity of WHAT WINS

Strongest value propositions

Legacy vs. Growth markets

Best early adopters

Key references

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Clarity of WHAT WINS

What resources will you need?

Product development

Manufacturing infrastructure

Sales / distribution resources

Marketing initiatives

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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

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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

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Remember, in Water…

IT DEPENDS…

Thank You

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