Question

Topic: Strategy

How To Find A Usp For A Water Cooler Business

Posted by sjohnp on 1/25/2011 at 2:53 PM ET 250 Points
I am helping a start up company located in the UK who are looking to enter the competitive water cooler business. The aim is to sell and service water coolers to a wide range of customers within a local area from offices to schools to local services (police, libraries, hospitals etc).

The products selected are well proven and very stylish and the pricing structure is competitive against other larger organisations in the area. That said, one company appears very similar to the next. After all 'water is water'. The company are looking to launch the business by offering 'potential' clients a 'free' one month trial in the hope they can clinch a deal at the end of this period.

That said we are seeking to develop a strong 'point of difference' which allows them to generate interest and some PR opportunities which will in-turn help raise awareness and build up sales opportunities. Although customer service is vital I also believe it's a given, especially in this competitive age. The challenge is how to market a water cooler company so it stands out from the competition and will get noticed. Also what other incentives could a company use to get their products into businesses on a trial basis?

Many thanks for any thoughts and assistance you can offer with this

Sincerely

Steve B

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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/25/2011 at 3:58 PM Accepted
    How about testing/guaranteeing your water quality? Are your delivery trucks electric or powered by biodiesel? How about getting slides (a la Dr. Masaru Emoto) showing how "alive" your water is.
  • Posted by CarolBlaha on 1/25/2011 at 5:53 PM Accepted
    First, water is not water. Look in your grocery or convenience store. If all they were selling is water, your competition is the tap. Google the size of the bottled water industry and you'll see what I mean.

    Approach from finances. Instead of a company paying for the addtional plumbing to run a "sink" or faucet to get water, your stand alone dispenser requires only an outlet. People dump things into the water faucet they shouldn't, they clog, or they need routine maintanence-- yours don't. Approach from the enviro attribute. Ban (as many state governments) plastic bottled water. Use your water and a biodegradable cup. Or bring their own cup. Sell reusable non pvc personal containers. Or give the company X#, so they can use as an incentive. Provide a larger user with them with their logo.

    Approach from convenience. You deliver, you replenish supplies and you haul away. Some water companies have added coffee service.

  • Posted by michael on 2/1/2011 at 9:55 AM Member
    Well, the obvious 3-months free is one way to start. But are they all really the same? I'm assuming you don't believe so or you would not have embarked on this. Nobody goes into a mature market as a "me-too".

    I'm pretty big on cold calling and leave-behind pieces. Why not walk in with a case of 1liter bottles and start your pitch?

    Michael
  • Posted by sjohnp on 2/1/2011 at 3:57 PM Author
    Thank you for all your contributions to this problem and certainly agree service and product should be honed to differentiate the company. Thanks again

    Steve
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