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Agenda• Launch Program on new chemicals• “Nobody Can Touch Us” Campaign

Saf-T-Ice Descaler

For Perfect Ice and Maximum Ice Machine Efficiency

Building the Bundle• Water scale is a naturally occurring problem

with ice machines.– Scale buildup will affect the efficiency of machine

and the quality of your ice. • Depending on the hardness of the water; you will see

the production rate drop 20-35% within 6 months• Your ice cube size will reduce over time• Ice cube clarity changes as lime deposit residues show

up in the cube

Our Product• Saf-T-Ice Descaler

– Most effective and concentrated solution (phosphoric acid)• Why acid? Because that is the only thing to remove hard water, rust, scale, etc.• Phosphoric is safer

– Nickel safe – so it won’t damage ice machines– Super Concentrated formula

• A dilution of 3-6 oz. per gallon. One pint will do 4 gallons of product.– Convenient 6 pack of pints– Highest quality

• Increase your ice handling bundle…– We have the complete program. Bundled with our other Saf-T Ice

Products…Totes, Scoops, etc. One stop shopping.

Leveraging our leadership in Ice Handling

• We have a large market share of ice totes• We sell into approximately 1400 different

accounts with these totes.• We also sell 12,000+ ice scoops per year.

– If we can sell 1 case for ½ the scoops per year we would sell 36,000 pints of product year 1.

– And these products will be used and reordered.

Adding to the Bundle• Opportunity

– Untapped Market• Low awareness• Can become an easy sale as part of any regular

maintenance program with operators– Filters– Descaler– Sanitizing solution

• Educate – Tell them why they need it and how it helps.– Recommended at least every 6 months to maintain peak

efficiency

Market Overview• Lime & Scale removers were $30M in 2008 in food

service segment.• Who are our Competitors?

– Lots of descaler out there….but none of them have the complete ice system like we do.

– Phosphoric acid best solution, we have the highest quality– List Prices per pint will range from a $12-$19….We are in the

range at $17.75 List• In addition, with dilution at 4oz per gallon our price per gallon is

$4.43. When using list price.• Easy to sell 6 pack of pints bottle

Value to Distributors

• Low awareness, easy add-on product• Discuss the value of maintaining ice quality

and production rates and the cost of not.• Play up the strength of our product. We have

the best formula out there.• Point out the strength in bundling all ice

products together…if you like our ice totes…you’ll love our ice descaler

Program and Pricing• Marketing support materials

– Saf-T-Ice Descaler Video– Saf-T-Ice Descaler Interview– Sell Sheet– Demo of Product

• Promotion to launch and support• Product Pricing

– List $17.75

Sell Sheet

Z051013E

Saf-T DrainThickened Bacterial Drain Treatment

Specially formulated for Bars, Restaurants and Institutions

Basic Positioning• Bar and Soda Drains accumulate sugars,

residue, organic mater, buildup, yeast, syrups– This buildup can create bad and unpleasant odors– The buildup can cause costly backups– The drains can attract fruit and drain flies

• Position in conjunction with our Bar Supplies– Kleen Plug system sell for protecting beer taps– Other products: bar boards, versa mats, speed

rails, etc.

Our Solution• Saf-T Drain

– Highest quality natural bacteria formula – 16 billion bacteria per bottle

– Thickened formula to easily coat the drain…long lasting contact time

– Pleasant Mint Fragrance– Safe to use on all type of pipes

So why sell it?• Opportunity

– Forgotten Area• Customers spend a lot of time treating traditional drains…..but

neglect the soda and beer lines• Great Niche business….customers understand the need, but a lot of

them don’t address the problem.• Works as a drain maintainer and deodorizer• Won’t harm plumbing or fixtures

– Guaranteed Re-Order Business• 4 oz. for 5 days then 8 oz. per week.• Can’t overuse. Product goes right down the drain.

Leveraging our strength in bar supplies

• We sold approximately 30,000 Kleen Plugs in 2012– Our target is every customer who bought Kleen

Plugs– If we could sell 1 quart for every 3 Kleen Plugs, we

could sell 10,000 quarts of product per year.

Product Benefits• User Benefits

– End User• Helps remove odors in drains• Helps drains remain free flowing• Helps eliminate organic matter and breeding ground• Helps us with our safe/sanitary story and ties in with

everything else we do.– Rep/Distributor

• Increase in sales by bundling all bar products• Increase in sales by having a reorder product in place.

Market Overview• Who are our competitors?

– There are other companies that have drain products and bacterial products.

– List product pricing will fall in the $3-$20 per quart range…..we are in the range at $10.15 per quart list

• Lots of variables (# of bacteria in products, lots of fillers, not all gels, watered down formulas)

Market Overview Continued• How do we address the competition?

– Play up the strength of our product. We have the best formula out there. 600 billion bacteria count from accredited lab.

– Ours is thickened. So it clings to the walls of the drain.– Point out the strength in bundling all bar products

together…if you like our Kleen plugs, cutting boards…you’ll love our Saf-T Drain product.

– Talk to the fact that we are experts and industry leaders in the bar, restaurant and sanitation business.

Pricing• Marketing support materials

– Sell Sheet– Demo of Product

• Promotion to launch and support• Product Pricing

– List $10.15

Sell Sheet

Z050313E

BluNaturale

Natural Grit Cleanser…..Cleans without scratching

Basic Positioning• There are lots of applications in food service and

jan/san that demand a grit cleanser. – Kitchens, bathrooms, fixtures, behind the bar, stainless

steel, etc.• There are lots of improper cleaners used in these

areas.– Bad odors– Poor performing – doesn’t work– Formula settles out – non-stable formulas– Too rough of a grit…damaging surfaces

Our Product• BluNaturale Industrial Grit Cleanser

– Cleans without scratching….jewelers rouge– Industrial grit is more powerful and safer to use than

Soft Scrub.– Super concentrated lemon fragrance– Cleans and polishes without scratching

• Natural Fit for our lineup– Product that can be used in both food service and

Jan/San– Perfect in back of the bar, kitchen and restrooms

Market Overview• Scouring Cleaners were $38M in 2010 in

janitorial segment.• Who are our Competitors?

– Lots of scouring cleansers out there….but ours is a little different with all natural, lemon, blue color.

– List prices per quart will range from a $2-$15….We are competitive at $8.50/quart list.

Objections/Answers

• Objection – This is covered in Ecolab contracts we can’t compete.– Answer - At best Ecolab market share of this

particular product is 30%...........most of the liquid cleansers are either bought from warehouse stores(Costco type) or private label suppliers.This is especially true in non-chain restaurants…..and there are a lot of those out there.

Objections/Answers• How does this compare to Softscrub?

– Softscrub tends to solidify when on the shelf for extended periods of time. When this happens the bottle is normally disgarded ….which is a huge waste factor. BluNaturale has a builtin dispersion formula that prevents solidification of the ingredients on the bottom of the bottle.

– A lot of end users don’t like scent of Soft Scrub. BluNaturale has a pleasant lemon scent.

Value to the Distributor• Play up the strength of our product. We have

the best formula out there.• We have a unique product with jewelers rouge,

blue color and all-natural lemon fragrance.• Industrial product vs. retail versions like soft

scrub.• Product that won’t separate out like Soft Scrub

will.

Program & Pricing• Marketing support materials

– Sell Sheet– Demo quart of product to each rep

• Promotion to launch and support• Product Pricing

– List $8.50

Sell Sheet

Z051213E

Promotional Support• Effective August 1 – September 30th

• 25% off ….– Saf-T-Ice Descaler (S19800) List $17.75 ea/ 6 per case– Saf-T-Drain (BDR1000) List $10.15 ea, 6 per case

• 10 case minimum• 15% off Ice Totes, Versa-Mats and Kleen Plugs with

any 10 case order of Saf-T-Ice or Safe-T-Drain• Prepaid freight on all orders

Promotional Support

• Effective August 1 – September 30th

• BluNaturale Natural Grit Cleanser– Buy 3 cases get 1 free– Chem1000, 12 per case, list price $7.30 ea– Prepaid freight on all orders

Touchless Brochure

Z080812E

Rep Webex Sample KitsAll Kits are shipping by 7/24/13

• T7500TBK – Compact Simplicity 1 ea• Z080812E – New Touchless Brochure 25 ea• SI9800 – Saf-T-Ice Descaler 6 ea• BDR1000 – Saf-T-Drain Treatment 6 ea• CHEM1000 – BluNaturale 12 ea• Z051013E – Saf-T-Ice Descaler Sell Sheet 18 ea• Z050313E – Saf-T-Drain Sell Sheet 18 ea• Z051213E – Blunatural Sell Sheet 18 ea• Demo Kits

• Saf-T-Ice Descaler – 1 Test Tube , 1 Pipet (eye dropper) and 1 bag Coral Gravel

• Saf-T-Drain Treatment – 1 Test Tube

ISSA sales Meeting• Date: November 18th• Time: Monday AM• Place: Las Vegas Hotel (formerly the Las Vegas

Hilton)