Force of Nature was able to tackle the chemical cleansing in 2016 with a novel, environmentally friendly technology. As gross sales picked up six months in, a notice from the Environmental Safety Company slowed the Westford, Massachusetts, firm’s progress for 3 years. CEO Sandy Posa feared the corporate would lose its first-to-market benefit, however the intervention proved fortuitous, getting ready the model for its subsequent massive challenger: Covid-19. –As advised to Marli Guzzetta
We prefer to say we’re the SodaStream of the cleansing enterprise. It is a straightforward method to clarify the expertise behind what we do at Pressure of Nature, which is each cutting-edge and quite simple.
After retiring from working massive shopper companies, my seven co-founders and I began in search of industry-changing tech. In 2007, I found a startup that developed an industrial cleansing product with electrolyzed water. So we put a workforce collectively to take the commercial electrolyzer thought and adapt it right into a shopper product you would promote for $50, and Pressure of Nature was born.
The expertise is not new, but it surely’s new to lots of people. Pressure of Nature makes use of an electrolyzer–ours is just a little 12-ounce gadget that appears like a cross between a beaker and a coffeemaker–to convert faucet water and capsules containing salt water and vinegar into this unbelievable product known as electrolyzed water. The truth is, electrolyzed water has solely two substances: sodium hydroxide, which is a cleaner, and hypochlorous acid, a light type of chlorine that disinfects and deodorizes. There are not any dangerous chemical substances, and it does no hurt to the atmosphere.
We launched in April 2016, and nurses purchased our product. Chiropractors’ places of work purchased it. Mother and father began taking the product to their workplaces.
After which issues acquired just a little furry. We would been available on the market simply six months after we acquired a letter from the Environmental Safety Company saying, “You are unlawful.” The EPA is within the enterprise of regulating poisonous merchandise in jugs. Then we got here together with a product that the shopper makes at dwelling, a product they’d by no means confronted earlier than. Nothing in our product is poisonous; it simply did not match their laws for cleansing merchandise. So the EPA merely concluded we ran afoul of the laws.
Seems, you possibly can say you’re a cleaner and a deodorizer, and also you’re advantageous. As quickly as you declare to be a disinfectant, the EPA will get concerned.
In response, we took all claims of disinfectant off the product and known as it a cleaner and a deodorizer. We saved promoting on our website and thru Amazon whereas we went by way of the EPA approval course of for 2 years, which was time-consuming and dear.
Once you’re the primary to market with a singular thought, time is basically essential. You realize the competitors is discovering you and dealing to catch up. We feared we had been dropping our benefit.
On the time, we thought it was handicapping our progress. Later, we might notice, this alternate with the EPA would show to have an upside.
We additionally redesigned the product in order that the method of creating the electrolyzed water gives a greater present for 9 minutes, with lights going off as the answer bubbles. It was designed to catch eyeballs on social media, the place we did 90 % of our advertising and marketing within the early levels. One among our greatest duties in promoting this product is educating folks on what it does, so just a little little bit of showmanship helps.
By the point we began the redesign course of, we knew we had been on to a very good product. We patented our electrolyzer and registered our capsules with the EPA (however not the gadget; technically, the company views the salt water and vinegar because the lively substances.) And all of it lastly got here collectively in the summertime of 2019, which is after we relaunched with our new design. Our fourth-quarter gross sales noticed just a little traction, but it surely was nothing in contrast with what was coming.
In March 2020, when the pandemic hit, the chemical world ran out of inventory in a single day. Corporations made all kinds of false claims about what their merchandise may do. Electrolyzed water kills Covid-19–and we had EPA approval, which grew to become a transparent marker for shoppers. So it was an actual benefit for us. We would not have had that if the EPA hadn’t flagged us within the first place.
When folks began looking for Covid cleaners on-line, they discovered us. Most of our referrals got here by way of Google, Fb, and Instagram. Our website positioning groups had been fairly good at positioning us.
We had been in inventory and had been capable of react shortly partially as a result of, early on, we determined to not produce in China. The provider we selected manufactures world wide, and we opted to make use of its Mexican facility. We additionally assemble our medical-grade capsules right here within the U.S. (We use medical-grade capsules to ensure each drop will get out.) Manufacturing in North America shortened the provision chain through the pandemic.
When demand started to outstrip provide, we throttled down paid-search and promoting, however natural seek for our product nonetheless saved rising. In three months, we noticed 10-fold progress, and it took us six weeks to handle that demand. We wound up at sixfold year-over-year.
Wanting again now, our early run-in with the EPA was a handicap on the time, but it surely finally yielded the messaging we wanted to assist folks through the pandemic. As we speak, the difficulty is discovering capital to develop the enterprise, as a result of it requires a fairly large advertising and marketing price range to teach folks. However we expect what we’re explaining is the way forward for the cleansing .
From the September 2021 concern of Inc. Journal