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SpiroCross AX series ISM 2010. Background SpiroCross XC (steel) range developed and introduced for Cascade systems 2007/8 3 in one: Perfect Hydraulic.

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Presentation on theme: "SpiroCross AX series ISM 2010. Background SpiroCross XC (steel) range developed and introduced for Cascade systems 2007/8 3 in one: Perfect Hydraulic."— Presentation transcript:

1 SpiroCross AX series ISM 2010

2 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

3 Mostra 2010 Yes, there is a market

4 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

5 Existing Competiton Giacomini – R1461 Hydraulic separator – 1to 2 steel only – Separation by Mesh tube – supply includes 4 couplings and insulation – Mainly floor heating and hybrid solar systems

6 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

7 Existing Competition Other Other small hydraulic balancing only systems Meibus, 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

8 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

9 Application and Market Domestic or Commercial ?? Can be both Large villas small appartment blocks (3-6 app) small commercial applications eg local primary schools, libraries etc Floor heating cirquits Hybrid solar with boiler systems

10 Target Markets Geographical Italy, Spain, France (regulation) Germany, Belgium, Netherlands UK? Export countries?, Scandinavia? US? OEM: Floor heating and Hybrid Solar-Boiler makers Installers: domestic tending to take small commercial jobs Initial market potential: 1000 – 2000 pcs/yr

11 Proven concept : Based on succes of XC series and vast experience in brass air and dirt separation Selling the AX series The Product Compact, limited space rqd

12 Continuous leakfree dearation Continuous dirt separation with easy flushing Excellent Balancing no mixing of primary vs secondary circuits Selling the AX series The Product

13 Ranking the Stars Design & Mtl Balance perform De-aer & dirt PricingInstall AX- series ++ + Caleffi++-+++ Giacom++?-++ Pneuma tex --+++ magnet ----- other-- ++-

14 Ranking the Stars (1¼)Dimen- sions Temp ˚C Pressure bar Flow at 1m/s kWΔPΔP AX- series perfect ++ 0..1100-103,6 m³/hr 85low Caleffitaller - 0..1100-104 m³/hr90high Giacomtaller - 0..1100-104 m³/hr90OK Pneum atex smaller + -10..1100-102 m³/hr56OK otherTaller & thicker - 0.. 1100-6 or 0-10 various?high

15 Selling the AX series Positioning: Typical high performance, high Quality product -> leverage the Brandname

16 USPs 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)

17 USPs Performance Even 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

18 Energy saving due to optimal balancing air and dirt removal Improved System performance and reduced call-outs Owner Benefits

19 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

20 Pricing Netto in Euro ProductAXCaleffiGiacominiPneumatex 1 195187230202 1 ¼ 210218275253 1 ½ 230268384288 AXT21incl excl

21 Market Introduction Launch at Mostra March 2010 Incl Press release, flyers, hot-spot - well received -

22 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

23 Introduction Tools Advertising Mailing Flyer

24 SpiroCross presentation Energy saving supported by measurement Balancing theory Competitor analysis Pressure drop Balancing perf

25 SpiroCross AX series…. Go out and sell-it


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