Page 2
Page
Table of Contents
How Big is the Opportunity? !!!!!!!!!!!!!!!!!! 3
Benefits & Advantages !!!!!!!!!!!!!!!!!!!!. 7
Comparing Gasoline to Propane Fueled Commercial Mowers !!!. 16
How to Approach the Market !!!!!!!!!!!!!!!!!.. 18
Success Stories !!!!!!!!!!!!!!!!!!!!!!! 26
Support Information !!!!!!!!!!!!!!!!!!!!!. 36
Workshop Exercise – “Play The Hand You’re Dealt” !!!!!!!.. 39
Wrap Up & Summary !!!!!!!!!!!!!!!!!!!!.. 41
Page 3
Commercial Mowers Commercial Mowers
(That’s Only 10% Share)
How Big is the Opportunity?
Source: 2010 Propane Market Outlook
159,000,000 Gallons/ Year by 2015
Page 4 Source: Industry Interviews
Gallon Usage 600-1,000
Estimated Investment $2,000
700 – 1,250
$600 – 900
Commercial Mowers are an Attractive Market
Page 5
Size of the Market: The Commercial Mower
1 4 Year Average of Commercial = 163,771 Source: PERC, Total Propane Market Potential Charts – 2009 & 2010
Commercial mowers are on average, 41% of all mowers sold over the last 4 years.
333,680
414,025 449,988
402,613
(37.2%)* (40.4%)* (38.6%)* (47.2%)*
212,770
(47.2%)* 189,843
276,625
(38.6%)* 173,763
246,660
(40.4%)* 167,425
209,625
(37.2%)* 124,055
* % of Total
1
# of Mower Units Sold
Page 6
4 YEAR AVERAGE # of COMMERCIAL MOWERS SOLD 163,771 Average Annual Gallons of Fuel per UNIT
North (832 hours/ 26 weeks) 707 Gallons* South (1,472 hours/ 46 weeks) 1,250 Gallons*
NORTH
# of Mowers then Annual Fuel Sales (gallons)
1 707
5 3,535
10 7,070
20 14,140
100 70,700
1,000 707,000
SOUTH
# of Mowers then Annual Fuel Sales (gallons)
1 1,250
5 6,250
10 12,500
20 25,000
100 125,000
1,000 1,250,000
Source: Ferris Industries, *Average of 32 hours per week and .85 gallons of propane per hour
A commercial mower is roughly equal to a house in annual gallons. Serving a commercial mower client may or may not call for an in-ground tank.
A 25% share = 44 MM incremental gallons added each year!
Size of the Market: The Opportunity
Page 7
Benefits & Advantages of Benefits & Advantages of Propane Commercial Mowers
Benefits & Advantages of Propane Commercial Mowers
Page 8 Source: www.greenindustrypros.com, February, 2011
“Three years ago, only two manufacturers produced propane fueled commercial lawn mowers. Today there are more than 29 propane fueled commercial lawn mower models available from industry-leading brands. The established forklift refueling infrastructure is the same business model that is being directly applied to the commercial mower market. There are more than 600,000 propane fueled forklifts in operation every day, and propane is provided to meet just-in-time inventory as often as needed, either through cylinder exchange or on-site refueling.”
Benefits of Propane Powered Commercial Mowers
Page 9
!! Reduces toxic Green House Gases (GHG) by + 30%.
!! 96% reduction in toxic carcinogens emissions in the air.
!! Propane burns cleaner. No carbon build-up on valves.
!! Not subject to “Ozone Action Days” (No lost labor hours)
!! Reduces the carburetor maintenance due to poor fuel.
!! Extended oil life means less time changing oil and filters.
!! No leaks during fill ups (unlike gasoline).
!! No shrinkage (employees cannot “borrow” propane to run their trucks).
!! Propane tanks are certified by the DOT for 12 years.
!! Propane averages 20-30% less expensive than current gas prices.
!! 90% of propane is domestically produced.
!! No storage problems from ethanol.
Source: EPA, 2007 (End use emissions based on chemical composition of the fuel with 100% combustion)
Benefits of Propane Powered Commercial Mowers
www.stateoftheair.org
Page 10
!! Average Maintenance Costs Per Year ›! $350 - $500 annually. ›! Due to spark plugs, oil changes, and carburetor cleaning due to bad/ stale gas.
!! Shrinkage as Much as 10% (Based on Austin School District test) ›! Caused by stale gas, spillage, employee “borrowing”, etc. ›! Estimated to be 17 million gallons annually in the U.S.
!! Ground/ Water Source Contamination ›! Due to gasoline spills and stale gas disposal. ›! Estimated cost to human health and environment unknown
Disadvantages of Gasoline Powered Commercial Mowers
Page 11 Source: Prime Consulting Group
In addition, employees can’t “borrow” propane for their personal trucks.
Last Customer of the Day
Gasoline Fueled Propane Fueled
Landscaper Home Base
Gasoline Fill Up Location
Extra Gasoline Fill Up Time Required per Day
Last Customer of the Day
Landscaper Home Base
15 Minutes 30 Minutes 4 # of Employees per Team 4
1 Hour Lost Time Per Day 2 Hours
6 Hours times 6 Days/Week 12 Hours
240 Hours times 40 Cutting Weeks/ Year 480 Hours
times $10/ Hour
$2,400 Lost Payroll Per Year $4,800
Gasoline To Propane = Major Payroll Savings
Page 12
!"#$%&'($()%$*"&%$"&+,#($+-$./!0*$!"#$%&$'(#)*%+,-(-#./#0+123('#$"#$)+,1$"*$"$2"1$31'4%#$567$&'8%*!""#"$%&%'(")*+,-.$',*"#,$"/%0.1$&%"2.*$3"$%4.$("05.60"+*6'"7.6%$0"0(*(%6,3%"%7,("8!98"(.'0".-":;)<0"4%$"3*=!"">*6'"%?1,47%'("10%$0",'*3@%$(%'(+="*33"(."(5%"4$.A+%7"A="04,++,'B"9:$;<==</>$B*++.'0".-"-1%+"%*&5"=%*$"65,+%"$%C++,'B"(5%,$"%?1,47%'("D$
Source: EnviroGard
! more than spilled by the Exxon Valdez!
Gasoline Commercial Mowers
Page 13
Ethanol Gunks Fuel Lines
John Watson, owner of Common Ground Landscape Management in Knoxville, participated in a three-year study through the University of Tennessee and said he converted all his units over to propane. He claims that following his initial investment in engine conversion and a new filling station, his costs have fallen 10% since he began using cleaner-burning propane. "My mechanic found that we could go further between services, and [propane] is quite a bit cheaper in the summer," Watson said. Lawn care and municipal officials confirm that they're on the hunt for an alternative to today's gasoline-ethanol mix, currently available at gas stations in Chattanooga for about $2.95 per gallon, because it gunks up spark plugs, fuel lines and carburetors. They point out that ethanol can destroy engines and traditional fuels like gasoline are becoming too expensive. In Chattanooga, Tennessee, city officials are now considering switching to propane to fuel the area's commercial mowers, trimmers and blowers. The move to propane might come at just the right time, as the EPA has recently allowed for gasoline to be blended with up to 15% ethanol.
Source: Ellis Smith Chattanooga Times Free Press, January 29, 2011
Page 14
“Propane is in every way a better choice for landscapers. It is cleaner burning (..) The EPA estimates that gas mowers account for 5% of ALL U.S. air pollution. One mower makes enough pollution for 43 new cars driven 12,000 miles in a year!”
Published 7.13.09 in Natural Gas Christopher DeMorro
“The savings on the environment are worth so much more, and companies like Clean Scapes in Austin, Texas, have already made the conversions
on all their equipment.”
77% Less Smog-Producing Emissions !
MORE GREEN SPACES
Environmental Benefits of Propane Fueled Commercial Mowers
Page 15
COMMERCIAL CUTTER
!! Has 15 commercial mowers.
!! Employs 21 full-time hourly paid staff.
!! Would like to bid on more work, but concerned about additional costs to purchase more mowers.
!! Marketer called and set up a meeting.
!! Set up a meeting at a jobsite.
LOCAL LIBERAL ARTS COLLEGE
!! Grounds Manager employs college students part time to cut 180 acres with 5 commercial mowers.
!! Marketer called to set up a meeting.
!! Meeting takes place in the grounds manager’s office.
Situation Location Possible Benefit Statement(s)
!!
!!
!!
!!
!!
!!
Benefit Statements: Class Exercise
Page 16
Colleges Focusing on the Environment
“!colleges across the country are increasingly putting on the green to attract students who
are serious about environmental issues.”
“! in 2009, 27% of colleges were incorporating
a sustainability message during admissions and orientation. In 2010, that number has increased
to 69%.”
July 9, 2010
Page 17
Ivan Giraldo, President of Clean Scapes in Austin, Texas says that one of the main reasons his company switched over to propane mowers a couple of years go has to do with engine performance. “Propane has allowed us to cut maintenance costs (oil changes) while allowing the engines to operate much cleaner,” adds Robert Ortiz, Fleet Manager at Clean Scapes. “With less carbon deposits in the engine, we have fewer problems with a mower’s service life. Propane is approximately 110 octane or higher, which improves performance for the long run.”
Comparing Gasoline Fueled Mowers to Propane Fueled Mowers
Page 18
Economic Side-by-Side Comparison
“A tool flexible enough to allow our people to
provide information for decision making on the
spot.”
Page 19
!! Key Relationships & Your Role ›! Technology Company Partners ›! Conversion Partners ›! Customers
!! Success Stories
!! Use All Tax Rebates & Incentives
!! Importance of Support Materials
How to Approach the Market How to Approach the Market
Page 20
Your company should evaluate the pros/ cons of each option prior to deciding how to approach this market opportunity.
Decide How to Approach the Market for New Technologies
!! Primary Options A.! Work with manufacturers and dealers. B.! Get involved in the sale of fuel to customer in support of the dealer/retailer sales. C.! Get directly involved in sales/ service of the commercial mowers and fuel to
customers.
!! Each Requires ›! Knowledge of features and benefits ›! Your advocacy of propane.
In general, the more involved you are (B and C), the more investment, and the greater potential for return.
Page 21
800.933.6175 www.ferrisindustries.com
On-Line Dealer Locator www.gravely.com
765.246.7737 www.dixiechopper.com
402.223.6300 www.exmark.com
800.800.7310 www.mtdproducts.com
800.487.5951 www.husqvarna.com
877.859.7766 www.zippermowers.com
920.387.0100 www.scag.com
Get to Know the Manufacturers
Page 22
MANUFACTURERS LOCAL COMMERCIAL DEALERS
"! Contact their headquarters.
"! Ask if they have a local rep in your area and meet with them.
"! Would the rep be available to attend meetings in your area?
"! Leverage their expertise, marketing tools and assistance/print your company logo on brochures/mailers?
"! Advertising Coop funding may be available from some manufacturers.
"! Find out which local commercial dealers in your area offer propane fueled appliances.
"! May provide demonstration units.
"! Meet with them in their retail store.
"! Provide them with your “Propane Service Plan.”
"! Inquire about which potential customers they have been targeting.
"! Ask them if you can make “joint calls” on prospective customers.
"! May provide demonstration units.
Developing Relationships with the Manufacturers & Local Dealers
Page 23
Tips for Application Development
Potential Customers
•! Commercial Cutters •! Golf Courses •! Government Entities
(Parks, Cities, States, etc)
•! Universities/ Schools
•! Airports
Propane Marketers
Manufacturers
Commercial Dealers
Customers •! Commercial
Cutters •! Golf Courses •! Government
Entities (Parks, Cities, States, etc)
Relationship Relationship Evolution
Relationship Evolution
Propane Marketers
Manufacturers Vehicle
Technology Companies
Traditional Traditional Starting Point Starting Point
for New Starting Point
for New Applications Applications
Vehicle Technology Companies
Commercial Dealers
Page 24
Federal, State & Local Tax Federal, State & Local Tax Rebates & Incentives
Federal, State & Local Tax Rebates & Incentives
We recommend you periodically check with PERC and websites such as: www.dsire.org/summarytables/
for updates on tax credit status at the federal and state level. Always consult your tax professional.
Page 25
1.! IDENTIFY THE KEY DECISION MAKER !! Google the company name and locate corporate office
and phone number. !! Ask for person that is responsible for mower purchasing.
For larger companies – usually someone in Ops (Dir of Ops) For smaller companies – usually Owner or Ops Manager
2.! GOOD PRESENTATION OF THE PRODUCT !! Domestically produced fuel (supports energy independence). !! Non-toxic and is not a ground contaminant. !! Abundant supply in the U.S. !! Worlds most proven, reliable and widely used alternative
fuel. !! Reduces fuel and maintenance costs by as much as
30-50%. !! Extends engine life by as much as 3+ years. !! Environmentally superior to gasoline. !! Propane is both highly reliable and efficient. !! No employee “borrowing”. !! Compare retails of gasoline to propane mowers. !! Compare current gasoline to propane costs per gallon. !! Show annual savings/ 5 year savings/ payback. !! Share customer testimonials. !! Present ongoing propane service plan. !! Keep cutting without guilt of harming environment.
3.! ANSWER QUESTIONS & ADDRESS CONCERNS !! Savings in fuel and maintenance is significant. !! Canister exchange saves employee gas fill up runs
and payroll dollars. !! Show how propane is safe, and share your training
plans. 4.! MOWER DEMONSTRATION
!! Bring a “Dealer Partner” to meeting to discuss operation and any technical questions.
!! A proper demonstration is very powerful and a great opportunity to target their concerns (safety, performance, service, etc.)
Source: CleanFuel USA
Road Map for Development
5.! PROPER FOLLOW-UP !! Stay in touch and keep them
informed (they may not be ready to order for upcoming season).
!! Respond to their questions and requests in a timely manner
!! Remember: service calls can PAY OFF!
Page 26
PREPARATION IS KEY ! Research all relevant details in advance
!! Retail costs of equipment.
!! Current cost of fuels.
!! Check for potential state or local tax or rebate incentives.
!! Develop your “Propane Service Plan”.
!! Know possible “Objections/ Obstacles,” and how to answer them before they are brought up.
Successful Meetings Begin with Preparation
Complete the “Side-by-Side” in Advance of Your Meeting
Page 28
“We’re excited about the market and its potential.” E%00,%"E.5'0.'F":!G!"H*+%0"I"J*$K%L'B"
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SQT$U/<>J@$O/R$@P!Q@@$!! ='*(%#%3$"#3$8%"1#%3$+-$2+&&%12'"8$2,V%1WH+4%1#&%#(0*$#%%3*I$!! O+1&%3$1%8"G+#*)'D*$E'()$3%"8%1*I$!! Q3,2"(%3$3%"8%1*$+#$D1+D"#%$"*$(+$()%$*+8,G+#$"#3$%"*%$+-$3%8'4%1FI$!! @,DD+1($3%"8%1*$'#$&"X'#H$*"8%*$(+$2+&&%12'"8$2,V%1*WH+4%1#&%#(*!"
Source: PERC, Press Release 2008
Page 29
“The PERC Marketer Technology Training program has been very beneficial for Modern Gas. We used the material from the lawn mower
module with a customer, and he bought eight propane mowers AND a Roush propane F150 because of it.”
Mark Holloway, Vice President
“Don’t let a dealer tell you there is not new business in this industry besides somebody else’s customer.”
Mark Holloway
Page 30
The AISD converted its 15 mowers from gasoline to propane in 2005. They purchased two additional propane mowers in 2007.
Billy Morell, Supervisor of Vehicle Services
!! “I save on maintenance costs with propane!I don’t have water in my fuel, or dirty carburetors now.”
!! “Propane saves us a tremendous amount of time; not having to deal with bad gas when the mowers are not in use over the winter months ! now they can sit for a month or two, and they fire up without any maintenance.”
!! “My crews are no longer coming into contact with gasoline. That’s one less carcinogen in their lives, and that’s good for everybody.”
!! “We’re making more propane buys every year, and everything will either be propane fueled right off the assembly line, or we’ll convert it here if we have to.”
Source: www.usepropane.com/climate
Austin ISD’s zero turn mowers use approximately 5,400 gallons of propane annually.
Page 31
“More time on the mower means less time at the pump. With two tanks on a mower, 7.5 gallons a tank, it takes about 10 hours
to use up the propane.” John Burns, Landscape Manager
!! One thing we like about propane is that mowing can continue without guilt on Austin’s Ozone Action Days. This is critical for our department, because there are weeks when the mowing can’t stop, like in anticipation of football games or graduation ceremonies.
!! The university has its own 2,000-gallon tank east of the campus that Burns uses. “So it’s very handy.”
!! Right now, the university department has seven active mowers and maintains 125 acres.
Page 32
Competitive Lawn Service Switches to 100% Propane
Eric Hansen, founder of Competitive Lawn Service, Inc. in Downers Grove, Illinois recently picked up his new Propane powered Ford F-350 at the Roush factory.
“The truck joins an operation that already uses 100% propane in our lawn equipment. In 2009, we used about 1,500 gallons of propane in
our operations for lawn equipment. For 2010, we are working on reaching a goal of 10,000 gallons of propane use in both
equipment and fleet vehicles.”
!! Their lawn equipment is all 100% propane-powered.
!! Now they plan to add all propane powered trucks to their fleet.
See Eric’s video at: http://blog.roushperformance.com/blog/2009/12/competitive-lawn-service-switches-to-propane-video.html
Page 33
They purchased:
!! 8 propane commercial mowing units.
!! Installed a rack fill system at each of their locations. This has helped them refill on-site and saves over 1" hours of travel to and from the former gas fill location.
!! They also eliminated mowing downtime that their previous gasoline mowers had due to the large number of “ozone action days” in the Dallas area.
Dallas Parks & Recreation
Source: Ferris Industries
Page 34
Red & White Greenery in Georgetown Texas converted their entire fleet of gas mowers to propane. Ferrellgas (Tony Dale) has provided the fill solution and should have over 20 units eventually. This is worth roughly 25,000 gallons each year.
Teaming Up To Solve a Commercial Cutters’ Needs
Source: Ferris Industries
Page 35
Government/ Schools
Commercial Cutters
Propane Propane Commercial
Mowers
!! Tankless Water Heaters
!! Standby Generators
!! Fleet Vehicles
!! Buses
!! Fleet Trucks
Commercial Mowers as Gateway to Additional Applications
Page 36
Commercial Mower Refueling Video
Safely Refueling Propane Powered Commercial Mowers This video demonstrates the safe methods of refueling certain types of propane systems on commercial mowing equipment.
A joint project of the engine fuel advisory committee and the safety and training advisory committee is available on www.propanemarc.com, as well as the
engine fuel website: www.autogasusa.org/videolibrary.
Page 37
!! Manufacturer Fact Sheets
!! Side-by-Side Comparison Sheet
!! Game Plan to Provide Initial & Ongoing Propane Service
!! Dealer Cost Info – Have Details on Multiple Options
Support Information
Page 38
Higher Cost of Equipment ? End users can also recoup increase with fuel cost savings. With an estimated cost per gallon of 30% less than gasoline, it only takes 24-28 months to break even.
Fuel supply, where do I get propane? That’s where propane suppliers come in. They can provide a rack refill system just like fork lifts, or an on-site tank for larger fleets.
Are propane mowers and canisters safe? YES! The vapor delivery system used is much safer than gasoline. Propane has a very narrow window of flammability as well as a higher flash point than gasoline, making propane a very safe fuel to store and handle.
What are my mowing limitations? With cleaner burning propane, there are no restrictions on “ozone action days” or poor air quality days. Your propane mower crews can mow without stopping, unlike gasoline mowers.
Frequently Asked Questions
Page 39
Will a propane mower function as well as a gasoline mower? YES! Even better because there is no decrease in performance when utilizing propane mowers. In fact, propane’s higher octane rating of ~106 ensures no knocking or pinging. In addition, propane mowers start consistently without the need to prime or “choke” the engine because propane is in its natural state as a vapor. Where can I get service for my propane mower? Distributors who offer propane mowers also service them. Are there any special requirements when operating propane mowers? No. There are no special requirements when operating propane mowers. Your local propane marketer will handle the local requirements related to operating your own on-site propane fueling station.
Frequently Asked Questions
Page 40
Play the Hand You’re Dealt
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7"! #%894','(,$'(:)/6(;%-<5'(=')4,(>%58(!! G$%4*$%"*"C@%"7,'1(%"4$%0%'(*L.'"A*0%3".'"(5%"0(*(%3"B.*+0"*'3",'(%$%0(0!"!! G$%4*$%"10,'B".A0(*&+%"4$.@,3%3".'"&*$3!"!! T'&+13%"=.1$".4%','B"A%'%C("0(*(%7%'(!"!! G,&K"C@%"K%="%&.'.7,&"*'3"%'@,$.'7%'(*+"A%'%C(0U*3@*'(*B%0!"
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Workshop Exercise
Page 41
Play the Hand You’re Dealt
Take 15 Minutes to Prepare Marketer’s Name:
!! Stated goals and interest (on situation card):
!! Stated obstacle (on situation card):
!! Opening benefit statement:
!! Economic/environmental benefits/advantages (at least 5):
!! Complete the “Side-by-Side” comparison sheet.
!! Show your hand to your neighbor and present your plan.
Workshop Exercise
Page 42
Commercial Mower Summary
THE OPPORTUNITY !! Over 163,000 commercial mowers are bought each year. !! They can deliver more propane gallons annually.
ENVIRONMENTAL ADVANTAGES (Propane vs. Gasoline) !! 96% reduction in toxic carcinogens. !! 30% to 50% less greenhouse gas emissions.
ECONOMIC ADVANTAGES !! Significantly reduced maintenance costs. !! No “shrinkage,” stale gas, or contamination (dirt, water, etc.). !! No work stoppage due to “Ozone Action Days”.
# of Mowers North South
20 14,140 25,020 50 35,350 62,550
100 70,700 125,100
Page 43
Commercial Mower Summary
UNPRECEDENTED MANUFACTURER SUPPORT !! Contact them to find out how they can assist your efforts. !! Leverage their expertise and marketing assistance.
DEVELOP RELATIONSHIPS WITH YOUR LOCAL COMMERCIAL DEALERS !! Provide them with your “Propane Service Plans.” !! If possible, make “joint calls.”
UTILIZE THE SIDE-BY-SIDE COMPARISON SHEET !! Preparation is key ! Research all relevant details in advance of your call (cost of
equipment, cost of fuels, number of average Ozone Action Days, environmental impact, state/ local tax incentives, etc.).
!! Know how to address objections and obstacles before they are asked.
Be Confident that Your Solution is the Be Confident that Your Solution is the BEST Be Confident that Your Solution is the BEST Solution for Your Customer’s Economic & Environmental Needs