EXCECUTIVE SUMMARY
Aquafresh is a shower manufacturer for the UK and the company was generally recognized as having top quality showers, a premium brand, and great service. Aquafresh's market share ranked it number two in mixing valves and number three in the overall U.K. shower market.
The UK market was complex: only 60% of homes had showers and pipe lines dated Victorian era. The fluctuation of water temperatures was high and pressure was poor. Plumbers were expensive and scarce. Most shower changing jobs required a 16 hour plumber, excavation, and the waiting line was up to 6 months.
Aquafresh developed after 3 year market & development research a product which looked great, delivered good pressure at stable temperatures, was easy to use, and didn't break down. It was easy to install, with a guarantee to not break down or require servicing. It was flexible for Tº settings (max 45º) and pressure (max 18 lts/min). It is a superior product, above any other UK showers, but it was simply not selling.
The key to start selling is to change plumber’s mind set about The Premium Shower system; that although it’s electric it works and is easy to install. Achieving this will mean that the 73% “of who takes the decision on what shower to install” will be paying Aquafresh attention and will be recommending and installing our system. In this way we become market leaders, we obsolete the competition and gain market share within the next 12 - 48 months.
Since Master Plumbers and their apprentices (10,000 in UK) are scarce we plan to contact 1,000 plumbers in this twelve month period; change their mind set, become a convert and hopefully each of them will install at least 20 additional showers in a 12 month period.
This is how ...