Summary of the market analysis


There is tremendous potential for a product that provides supervisors and parents with the control to monitor and encourage hand washing. Given the wide reach of our potential markets, we believe it is imperative to focus our limited resources on a particular geographic region where we can establish demand for our product. After a successful market penetration, we will begin the implantation in the markets of restaurants and hospitals.

Market segmentation

The first product line of SAFEassure deals with the nursery market. CHILDassure will first be introduced in the Portland, OR area, prior to sequential expansion to additional day care markets. There are currently 516 day care centres in the Portland Metro area. After successful implementation in Portland, we will begin the northwest expansion. There are 3,414 kindergartens in the northwest.

Successful penetration in the day care market will be followed by implementation in the restaurant and hospital markets. There are currently 19,362 restaurants in the northwest, followed by health services, which includes 23,108 organisations in the northwest.

Industry Analysis

The industrial and institutional soap industry, of which we are part, is quite fragmented, but contains several well-known main competitors: Gojo, Kimberley Clark, Dial, Provon and SoftSoap, as well as generic brands that provide distributors like Massco and Sysco. The industry is stable and growing; Between 1998 and 2003 it grew on average 4% per year. Within the R & I sector there is fierce competition for market share among existing popular soap offers, which leads to slight benefits in soap sales.


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