SpiroCross AX series ISM 2010
Mar 26, 2015
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)
• Expect strong growth of cascade solutions
Q: is there a market for a Junior SpiroCross
Mostra 2010
Yes, there is a market
Existing competition
• Caleffi– Hydraulic separator, 548 series
1” 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
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
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
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
HOW DOES IT WORK: THE SPIROCROSS
Spiro tube bundle
Turbulent flow
Quiet laminar flow provides the correct environment for micro bubbles to rise
Quiet laminar flow provides the correct environment for dirt particles to sink
Quiet laminar flow provides optimal flow & return separation
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
Target MarketsGeographical• Italy, Spain, France (regulation)• Germany, Belgium, Netherlands• UK?• Export countries?, Scandinavia? US?OEM: Floor heating and Hybrid Solar-
Boiler makersInstallers: domestic tending to take small
commercial jobsInitial market potential: 1000 – 2000
pcs/yr
Proven concept: Based on succes of XC series and vast experience in brass air and dirt separation
Selling the AX seriesThe Product
Compact,limited space rqd
Continuous leakfree dearation
Continuous dirt separation with easy flushing
Excellent Balancing no mixing of primary vs secondary circuits
Selling the AX seriesThe Product
Ranking the Stars
Design & Mtl
Balance perform
De-aer & dirt
Pricing Install
AX-series
++ ++ ++ + ++
Caleffi + + - + ++
Giacom
+ + ? - ++
Pneumatex
-- ++ +magnet
- ----
other -- -- -- ++ -
Ranking the Stars
(1¼“) Dimen-sions
Temp˚C
Pressurebar
Flowat 1m/s
kW
ΔP
AX-series
“perfect”
++
0..110 0-10 3,6 m³/hr
85 low
Caleffi taller-
0..110 0-10 4 m³/hr
90 high
Giacom
taller-
0..110 0-10 4 m³/hr
90 OK
Pneumatex
smaller+
-10..110 0-10 2 m³/hr
56 OK
other Taller & thicker -
0.. 110 0-6 or0-10
various ? high
Selling the AX series
Positioning: Typical high performance, high Quality product -> leverage the Brandname
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)
USP’s
PerformanceEven 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
• Energy saving due to
•optimal balancing •air and dirt removal
• Improved System performance and reduced call-outs
Owner Benefits
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
Pricing Netto in Euro
Product AX Caleffi Giacomini
Pneumatex
1 “ 195 187 230 202
1 ¼ “ 210 218 275 253
1 ½ “ 230 268 384 288
AXT 21 incl incl excl
Market Introduction
• Launch at Mostra March 2010
Incl Press release, flyers, hot-spot - well received -
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
Introduction ToolsAdvertising Mailing
Flyer
SpiroCross presentation
•Energy savingsupported by measurement
•Balancing theory
•Competitor analysis
•Pressure drop
•Balancing perf
SpiroCross AX series….
Go out and sell-it