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