Market Report
Figure 5 : Excerpts from the index to the AWE Value Proposition Directory .
Figure 6 .
1086 KSB Sisto hydrogen swing check valve 1087 ITT Habonim Hydrogen cryogenic ball valves 1088 Bray Hydrogen double offset butterfly valve 1089 Swagelok Hydrogen needle valve 1090 Velan Hydrogen double offset Butterfly valve 1091 Ampo Hydrogen ball valve 1092 Marmon Ind , Coal plant ww . treatment 1093 Camfil GT air filter 1094 ITT FGD knife gate valve 1095 MHI CO 2 absorber 1096 MHI Hydrogen-fired gas turbine 1097 MHI FGD limestone scrubber
with unit collectors and pumps are sold as part of scrubber systems . The number of days to spend each year on each application is budgeted , see Figure 7 .
Promotional expenses can be determined the same way . The template allows USD $ 100,000 of promotional expense per niche . California represents 3 % of the revenue or USD $ 30 million . So , the promotional budget would be USD $ 1.5 million .
MHI CO2 ABSORBER VP : # 1095 Company Location Industry Process Products
MHI Europe , Americas , Asia Bioenergy CO 2 capture K21 absorber Value Proposition : With a new absorbent MHI can capture more than 99 % of the CO 2 with low solvent losses
Description : KS-21™ enables the compound to absorb CO 2 more effectively than other solvents . It also degrades at a higher temperature than most solvents currently in use and it has a lower vapor pressure , resulting in reduced losses . This combination makes KS-21™ more efficient : Higher regeneration temperatures can be used to release the CO 2
, and since the solvent resists thermal and vaporization losses , it does not need to be replenished as frequently .
Conclusion
The advertising and exhibition investment should ensure the validation of the value propositions for the sub-niches . In the example provided , the California market will benefit from some combination of local , national , and international promotion . It is likely that USD $ 1 million would be allocated to national and international promotion and only USD $ 500,000 to strictly local promotion .
Figure 7 .
Daily budget for the California salesperson for next 12 months
Industry HEPA Filters Other Air Filters Other Air Products Dust Collectors Other APC Pharmaceutical 8 10 2 4 3 Electronics 7 9 2 2 1 Commercial 7 11 1 2 1 Municipal 4 6 1 4 3 Food 6 8 1 6 5 Refining 5 7 1 3 2 Power 7 9 1 5 4 Other 5 10 1 14 11 Total 50 70 10 40 30 Grand Total
Figure 8 .
200 days in next 12 months
Yearly promotional expenses for California $ 1000
Industry HEPA Filters Other Air Filters Other Air Products Dust Collectors Other APC Pharmaceutical 60 90 10 40 20 Electronics 50 70 10 30 20 Commercial 60 100 6 30 60 Municipal 30 60 7 40 20 Food 40 60 15 50 25 Refining 30 50 10 35 15 Power 70 80 10 50 30 Other 30 30 2 25 10 Total 370 560 70 300 200 Grand Total
$ 1.5 million in next 12 months
To make the CFO happy , emulate finance in the sales program .
About the Author
Reference :
1 . Most Profitable Market Program published by the Mcilvaine Company
Robert McIlvaine is the CEO of the McIlvaine Company , which publishes Industrial Valves : World Markets . He was a pollution control company executive prior to 1974 when he founded the present company . McIlvaine oversees a staff of 30 people in the U . S . and China . http :// www . mcilvainecompany . com
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