DBA
Addison Products Company, Div.
Geothermal Heat Pumps,of the Leading Energy Utility Marketing Programs Report SeriesPartner Profiles: Architecture and Engineering Partner Profiles: Trade Associations Partner Profiles: Manufacturers |
Manufacturers |
Energy Dynamics (Millbrook Industries) |
DBA
Addison Products Company, Div.
7050 Overland Road
Orlando, FL 32810-3404
Phone: 407/ 292-4400; Fax: 407/290-1329
Website: www.addison-hvac.com
e-mail: info@addison-hvac.com
Addison Products manufacturers air conditioners and geothermal heat pumps for commercial and residential applications. Although the firm has a line of air conditioning products, it has developed a durable geothermal heat pump unit specifically designed for hard-use applications such as seacoast installations.
Addison was formed in 1949. In 1990, Addison sold its Michigan plants and redirected its capital investment. The Addison brand name was born, and markets were targeted both domestically and abroad. In 1993, Addison acquired Energy Conservation Unlimited, Inc. Its line of heat recovery products Addison Products was acquired by Heat Controller, Inc. in 1995.
Company Location: The company is headquartered in Orlando, Florida and rents a 6,500 square foot manufacturing facility.
Number of Employees: 180
Company Ownership: Addison is a privately-held subsidiary of Heat Controller, Inc. a Michigan-based manufacturer and distributor of room air conditioners, residential air conditioners, furnaces and dehumidifiers.
Annual Revenue: Not available.
Market Position: Addison Products is among the Top Five manufacturers in the geothermal heat pump (GHP) market. It ranks itself in the Top Three in the commercial market and in the Top Five in the residential market.
Markets Served (applications and geographies): Addison Products relies on generating sales from its Original Equipment Manufacturer (OEM) relationships and word-of-mouth referrals from dealers and distributors. It does not have a strong dealer network, and instead, prefers to handle large installations by company representatives. The company does have a distribution network in all 50 states.
Addison positions itself at the higher end of the market given its higher end components and cabinetry designed to outlast other, lower-priced models. It manufacturers a complete line of vertical water source heat pump ranging from 1 to6-ton models for its residential product line.
Its line of geothermal heat pumps includes sizes from 1 to 40-tonsand water source heat models up to 100-ton models. Addison’s products feature heavy-duty components that are specifically resistant to salt water corrosion.
WATER SOURCE
Package Heat Pumps Vertical Series 1: 6-ton Catalog (VWY, VPY, VGY & VWC)
Package Heat Pumps Vertical Series 8: 30-ton Catalog (VWY & VPY)
Package Heat Pumps Horizontal Series: ½ to 10-ton Catalog (HWY,HPY,HGY & HWC)
Packaged Curb Mounted Down Discharge Water Source heat pump: 3 to 35-ton (DWY, DGY)
Packaged Platform or Grade Mounted Horizontal Discharge Water Source heat pump: 3 to 35-ton
Competitive Strengths: Addison manufacturers a durable product line and offers a full-range of heating and cooling systems. Its has also developed strong OEM relationships with larger firms that are interested in promoting geothermal heat pumps but do not want to make the capital investment decision. Competitive
Weaknesses:
Its
products tend to be higher priced compared to other geothermal heat pump brands,
but since the product is not marketed as a “premium heat pump” to customers,
this difference may not be readily apparent to customers. Addison also has
limited its dealer/distribution network to the Southeast, which may have
curtailed its market opportunities for expansion. |
WaterFurnace
ClimateMaster
FHP *Note: Most of its competition is in the commercial segment.
Brent Sturgell, Product Manager
Phone: 407/292-4400
e-mail: Bstrurgell@addison-hvac.com
1037
Old Salem Road
Murfreesboro, TN 37129
Phone: 800/776-8039; 615/890-6985; Fax: 800/890-6926
Website: www.amgeo.com
American Geothermal DX is the sister company of American Geothermal, Inc. They began manufacturing products for the emerging market of direct exchange (DX) geothermal heat pumps for residential and light commercial heating and cooling applications in the early 90s. Their first patent was issued in 1997. The company has patents for horizontal and vertical Direct Exchange (DX) ground coil designs.
American Geothermal, Inc. was founded in 1981 to provide patented, state-of-the-art geothermal heat pump heating and cooling systems for commercial and industrial process water heating and/or cooling applications.
Company Location: Murfreesboro, Tennessee
Number of Employees: 12
Ownership: Closely-held corporation
Annual Revenue: Sales in the last three years for DX have grown more than 25% annually. “We anticipate that direct GeoExchange technology will be the fastest growing segment of the residential and light commercial geothermal heating and cooling industry for years to come,” said Chris Pamplin, Manager of Sales and Marketing for American Geothermal DX.
Market Position: This is a relatively small, niche firm with a growing dealer and distribution network. There are over 500 dealers within the U.S. It is perhaps the fifth largest manufacturer of geothermal systems in the United States.
The company is ranked in the Top Ten among geothermal heat pump manufacturers. It is aggressively pursuing new opportunities to market its products, especially overseas. Company officials also indicated that they were open to considering merger or acquisition opportunities.
DX Compressor Unit
The biggest seller for American Geothermal DX is “the DX compressor unit with engineered ground coils…It is basically a split heat pump with the outdoor coil buried and designed around off-the-shelf air handlers,” Mr. Pamplin explained that makes it easy to connect a geothermal unit with either a furnace or a heat pump air handler. “All electrical and mechanical components are off-the-shelf. There are no proprietary circuit boards or refrigerant regulating devices like other geothermal manufacturers.”
Since the equipment links geothermal applications with existing HVAC equipment, it simplifies the installation process for HVAC dealers wishing to transition into geothermal applications, Mr. Pamplin added.
American Geothermal DX works closely with the Tennessee Valley Authority (TVA), the largest public power provider in the United States. It is a TVA EnergyRight participant and has worked closely with TVA to promote geothermal installations throughout TVA’s service territory. “The TVA power distributors are using the ads created by TVA to promote geothermal installations. This has been very effective - and TVA really has done an excellent job of promoting all geothermal heat pump technologies,” Mr. Pamplin added.
Other alliances include the Copper Development Association, the Geothermal Heat Pump Consortium and utilities around the country which promote geothermal heat pumps.
Air Conditioning Refrigeration Institute (ARI)
Geothermal Heat Pump Consortium (GHPC)
International Ground Source Heat Pump Association (IGSHPA)
Air Conditioning Contractors of America (ACCA). Their Direct Exchange Geothermal systems are EPA ENERGY STAR® listed.
Trane
ClimateMaster
WaterFurnace
|
Direct Exchange geothermal systems offer the same or greater heating and cooling savings as conventional geothermal units, but require lower installation costs. “The DX system can save as much as 40%-70% on heating and 30%-60% on cooling bills for the average homeowner,” Mr. Pamplin said. The DX system is ideal for retrofitting existing homes, since it is designed to work with a home’s existing air handler or furnace and properly sized and installed ductwork Competitive
Weaknesses:
DX installations are
not as well known in the geothermal industry compared to the more common ground
source or ground loop installations. American
Geothermal DX is also a fairly small, niche player, making it difficult to
differentiate itself from larger competitors such as WaterFurnace or
ClimateMaster. |
Total Number Deployed (products and utilities): Dealers for American Geothermal DX have installed thousands of systems in residential and commercial applications throughout the United States.
Price Structure to Utility and Customer: Mr. Pamplin estimates that American Geothermal DX’s products cost approximately $500 less/ton installed compared to water source geothermal installations. However, prices vary depending upon the size of the installation and the availability of rebates and incentives.
Recent Enhancements Made or Planned: American Geothermal has recently approved R-417a (or “NU-22”) for operation with their systems. It is a drop-in replacement refrigerant for R-22 made by Icor International. (www.ICORInternational.com)
How/Where Product Sold: American Geothermal DX has more than 500 dealers in the United States.
How/Where Marketed: Through dealers and trade shows
Best Way to Learn of New Developments: Through the website, industry events, and trade shows.
Chris Pamplin, Manager of Sales and Marketing
Phone: 800/776-8039
e-mail: Chris@AmGeo.com or AmGeo@bellsouth.net
7300 SW 44th Street
P.
O. Box 24788
Oklahoma City, OK 73125
Phone: 405/745-6000
Fax: 405/745-3629
Website: www.climatemaster.com
ClimateMaster manufacturers a full line of heating, cooling, and air conditioning equipment. It also has a full product line that targets the residential, commercial, and institutional geothermal heat pump markets.
ClimateMaster is a subsidiary of LSB Industries, a diversified manufacturing and chemicals company based in Oklahoma City, OK. ClimateMaster manufactures a full line of geothermal energy products, including water source heat pumps, residential and commercial units, software, and all supporting materials. It also has a full line of energy efficient refrigeration, and air heating and cooling systems. Other LSB business units in the climate control market include ClimateControl Group, ClimaCool, and International Environmental Corporation.
LSB subsidiaries also include the El Dorado Chemical Plant, the second largest supplier of ammonium nitrate in the southern United States. Its chemical business includes developing materials for agricultural products, industrial products, and explosives.
LSB also owns a substantial interest in two manufacturing facilities located in France that produce specially-engineered commercial and residential heating and cooling equipment, including many that are used in geothermal applications.
Company Location: Oklahoma City, Oklahoma
Number of Employees: 350 ClimateMaster only
Ownership: LSB is a publicly
-held corporation.Annual Revenue: LSB Industries reported sales of $290 billion from its diverse operations. ClimateMaster generated sales of approximately $75 million in 2000, of which about 48% of $35 million were from geothermal heat pumps.
Markets Served (applications and geographies): ClimateMaster is trying to build a national market presence. The company also has a global network of representatives, dealers and distributors networks for residential, commercial, international, and industrial customers. ClimateMaster also has one distributor relationship with the one of the original founders of WaterFurnace to represent its Canadian market.
ClimateMaster makes a full-range of geothermal heat pumps for residential, commercial, and industrial applications.
Residential Products
Genesis Packaged Systems:
This unit is a versatile geothermal heat pump designed for both residential and commercial applications. Designed for both horizontal and vertical residential applications, this unit features an optional hot water function and has either high efficiency scroll or rotary compressor.
Genesis Split: Offers a product to meet residential retrofit and new construction needs. This unit can be combined with a fossil-fuel furnace. It also offers hot water as an option.
Water-to-Water: Designed to be used in residential and commercial applications with hydronic or in-floor radiant heating. These systems offer multiple control options for temperature control and are available in 3-ton to10-ton.
Paradigm: Developed as another residential retrofit product by ClimateMaster with the added benefit that this unit only requires installing an outside loop; no inside loop piping is needed. The Paradigm unit works with the existing ductwork and fossil fuel furnace.
Ultra Classic: Designed for residential closed loop applications where dual compressors provide much higher comfort levels and lower operating costs. It also has an optional hot water assist feature.
Genesis GC Series: Designed to be compatible with older water source heat pumps, as a drop-in replacement for existing systems in boiler-tower applications, and available in both vertical and horizontal configurations.
Genesis Large Water-to-Water (GLW) Series: Designed for multiple applications including radiant floor heating and other applications where large amounts of hot or cold water is needed; these 30-ton units feature dual scroll compressors.
Genesis Large Horizontal & Vertical (GLH&V): Designed specifically to meet requirements commonly found in large commercial buildings and available up to 30-ton.
Console Units: A complete line of geothermal console is available to 2-ton sizes. Commonly found in East Coast buildings, these units are sometimes used in residential applications.
WaterFurnace
Trane
Competitive Strengths: ClimateMaster is the largest global provider of ground and water source heat pumps. It also has a solid national commercial representative and residential dealer network and a highly-experienced senior management team with more than 20 years of experience in geothermal systems. Its product line is very innovative and features one of the broadest varieties of products for both residential and commercial/industrial applications. Another major competitive strength is that ClimateMaster manufacturers geothermal heat pumps for Carrier, one of the largest HVAC companies in the U.S. This arrangement provides ClimateMaster with unparalleled access to key markets in the U.S. and abroad. Competitive
Weaknesses: In the residential geothermal market ClimateMaster
remains Number Two in its U.S. market position. It is constrained only by the fact that
its history is more rooted in the commercial market place. ClimateMaster enjoys
a dominant market share in the global market place.
|
Van Bourn, President
Phone: 405/820-6359
email: VBourn@Climatemaster.com
Marketed
by Terra-Therm, Inc.
13128 240th Ave, PO Box 428
New Richland, MN 56072
Phone: 507/463-3213 Fax: 507/463-3215
Website: www.econar.com
Econar specializes in manufacturing geothermal heat pumps for cold climates and concentrates most of its activities on the Upper Midwest and Northern Canadian provinces. It concentrates on residential and small commercial geothermal heat pump installations.
Econar has been producing geothermal heat pumps in Minnesota for over fifteen years.
Company Location: Manufacturing plant in Appleton, Minnesota and headquartered in Elk River, Minnesota
Number of Employees: 34
Company Ownership: This is a privately-held corporation.
Annual Revenue: Annual revenues in 2000 were approximately $3 million.
Market Position: Econar is among the most financially successful small geothermal heat pump manufacturers. Overall, it ranks in the Top Ten in the geothermal heat pump market.
Markets Served (applications and geographies): Econar has developed a strong regional distribution operation in Southern Minnesota, Iowa, Wisconsin, and Southeastern South Dakota through an exclusive agreement with Terra-Therm, Inc. Econar also has similar distribution agreements with firms in Michigan, Indiana, and Canada. Terra-Therm is a specialty wholesaler in the geothermal heat pump business. The firm has been working with Econar for more than 15 years.
Econar prides itself on building a superior heating output line of geothermal heat pumps specifically designed for harsh Northern climates. It uses top-of-the-line components including Copeland compressors. Econar is well known for its high quality hydronic water-to-water heat pumps.
GeoSource® Invision3: The GeoSource Invision3 features a dual circuit approach. Dual circuits allow the homeowner to operate in the first stage, heating or air-conditioning your home, while simultaneously operating the second stage as a water heater, heating your hot water. Designs can even include radiant floor applications.
GeoSource® 2000™: This is a forced air heat pump offered in sizes from 1.5 to 6-ton. It can provide up to 100% of heating required, eliminating the need for back up heating systems.
It also offers a larger version of this product in the 8 to 10-ton capacity range that is used to provide heating and cooling for light commercial applications. This heat pump, which has been installed in schools and offices, features tandem scroll compressors.
Although the product is designed to appeal to the high end of the market, there is not much of a price premium between Econar’s heat pumps and those of the mainstream/traditional manufacturers. Rather, the price premium for Econar systems increases due to the larger sizes of the installed loops in order to guarantee high heating performance in cold climates. Conservatively, their loop prices are at a $3,000 to $6,000 premium compared to other geothermal heat pump manufacturers.
Econar also offers in-floor radiant heating options for a variety of uses to match with its lines of water-to-water heat pumps.
HydroHeat
Millbrook Industries
ClimateMaster
WaterFurnace
Competitive Strengths: Econar has established itself as a premium geothermal heat pump manufacturer with a forte in providing heating comfort for extreme climate conditions. It also has developed some rather innovative geothermal heat pumps improving overall efficiency and eliminating the need for back up heating — a significant competitive advantage. Competitive
Weaknesses:
Its claim as
the only northern climate manufacturer are a bit misleading. Although it may
offer a superior product, its limited dealer network has also limited its
ability to grow beyond its Upper Midwest dominance. Since other geothermal heat
pump manufacturers are also relatively close by, such as Millbrook Industries,
this strategy of focusing only on the Upper Midwest may limit its opportunities
to grow in the future. |
Dean Buendorf, Sales Representative, Terra-Therm
Phone: 507/463-3213
e-mail: Dean@terratherm.info
P.O. Box 172,
Carthage, SD 57323
Phone: 605/772-5639; 800/444-8583; Fax: 605/772-4632
Website: www.hydronmodule.com
e-mail: heatpump@energy-dynamics.com
Millbrook Industries is owned and operated by a Hutterite Colony in South Dakota. It produces high quality geothermal heat pumps marketed through their factory representative, Energy Dynamics.
The Hutterite Colony in South Dakota is one of several hundred located throughout the United States and Canada. The Hutterites are Christians who share a faith similar to the Amish, however, they are very modern and technologically advanced. The close-knit community chooses to live apart from others in their own self-sustaining community. In addition to building geothermal heat pumps, the colony also is also involved in commercial feed production, poultry, farming, metal fabrication, and a major machine shop.
In the 1980s, the Millbrook Colony began building water-to-water heat pumps and started selling them to other Hutterite colonies throughout North America. By 1993, they had established a fairly successful product and worked with Energy Dynamics to develop and deploy a more comprehensive marketing strategy.
Company Location: Carthage, South Dakota
Number of Employees: The colony is composed of between 100 and 200 families. Energy Dynamics has three full-time employees.
Company Ownership: Millbrook Industries-Hydronic Division is owned by the Hutterite Colony. Energy Dynamics is a family-owned business.
Annual Revenue: Not available.
Market Position: Not available, but it is probably a small but growing player in this market.
Markets Served (applications and geographies): Energy Dynamics had developed an almost national dealer network of 140 direct dealers and approximately 200 other dealers and distributors. Millbrook Industries is represented in 40 states and five Canadian provinces. Not surprisingly, Millbrook Industries totally dominates the South Dakota geothermal market.
Millbrook Industries manufacturers a full line of high quality water source heat pumps with top quality components. Its components are well above standard contractor grade and include high quality cabinetry and compressors. Its product line includes:
Single Speed Upflow and Downflow: Small water-to-air units from 1.5 to 6-ton. These units are the most popular. They are regularly used for residential and commercial applications. Since they are about the size of a conventional furnace, they make a great change-out unit for retrofits.
Single Speed Horizontal: Small water to air horizontal units from 1.5 to 6-ton. The horizontal equipment works great for attic or crawl space installations. The horizontal configuration allows design versatility and still offers great performance.
Dual Compressor Upflow and Side Discharge: Dual compressor units from 4 to 12-ton. Dual compressor also means dual capacity. This equipment is ideal for better matching of heating and cooling loads. Since one can heat at one capacity and cool at another, one can improve comfort levels in certain climates and also find that little or no electric auxiliary strip heat is needed, affording slightly lower operating costs. Dual compressors are available in both water-to-air and water-to-water equipment.
Water to Water: Water-to-water condensing units from 2 to 12-ton. These units will produce hot water for floor heating or fan coils and chilled water for summer cooling.
Hot Water Combination: Forced air and hot water heating units from 1.5 to 6-ton. These units are ideally suited for heating all or part of a structure with radiant floors and heating portions with forced air (if you choose), and cooling the entire structure with DX forced air. Unlike some combination equipment on the market, this unit has been around long enough to have the "bugs" worked out. The Hydron Combination is probably the best designed and most reliable equipment of its kind.
Split Systems: The split systems offer a great deal of design flexibility. These units allow the condenser to be placed in one location and the fan coil in another, achieving the benefits of DX heating and cooling, but the versatility of design with a water-to-water system. The condenser may also be used with a furnace mounted "A" coil allowing the use of fossil fuel for second stage heating or dual-fuel installations.
HydroHeat
WaterFurnace
ClimateMaster
Trane
Econar
|
Competitive
Weaknesses:
However,
its focus on high-quality may limit overall production capabilities. This
firm is not as aggressive as it could be to build a superior position in
the marketplace. While it has an excellent marketing team, this is still a
small and relatively unknown company.
|
Lyle Darnell, President/CEO of Energy Dynamics
Phone: 605/772-5639
e-mail: heatpump@energy-dynamics.com
3536 DMG Drive
Lakeland, FL 338011
Phone: 863/701-0096; Fax: 863/701-7796
Website: www.ecrtech.com; e-mail: info@ecrtech.com
ECR is a privately-held company that has developed a number of proprietary technology advances for geothermal heating and cooling systems. It has nine (9) U.S. patents and ten (10) international patents. It was founded in 1980.
Company Location: Lakeland, Florida
Number of Employees: 23
Company Ownership: Privately-held
Annual Revenue: Not available.
Market Position: This an emerging company that has yet to make its mark in this industry.
Markets Served (applications and geographies): Its EarthLinked® systems are now installed in 35 states, Canada, the U.K. and Estonia. However, this is a relatively small player in the geothermal heat pump market.
ECR develops and sells proprietary refrigerant and loop controls for geothermal installations. Its refrigerant controls have been used in a number of high profile installations and used with its own type of its EarthLinked® heat pump.
American DX Geothermal
Competitive Strengths: This company has evolved from an R&D firm into a more full-service manufacturing facility. It has begun to establish itself overseas deploying its technology in a variety of applications throughout Europe. Competitive
Weaknesses:
In the U.S.
this is a relatively small and largely unknown firm. If its refrigerant controls
and technology significantly add value to the overall geothermal heat pump
market, then this firm could be poised as an ideal partner for a larger
geothermal heat pump manufacturer. But at this stage, it is still too new to
market to fairly evaluate its long-term potential or credibility. |
Joe Parsons, Vice President - Marketing
Phone: 863/701-0096 x23
e-mail: jparsons@ecrtech.com
601 NW 65th
Court
Ft. Lauderdale, FL 33309
Phone: 954/776-5471; Fax: 800/776-5529
Website: www.fhp-mfg.com
FHP Manufacturing Company is a leader in the Water Source and Geo Thermal Heat Pump Industry.
The company was founded in 1969 and specializes in water source and geothermal heat pumps.
Company Location(s): 100,000 square foot plant headquartered in Fort Lauderdale, Florida.
Number of Employees: 180
Ownership: Privately-held company
Annual Revenue: Not provided
Market Position: FHP is in the Top Three overall in the water source and geothermal industry.
FHP offers a complete line of residential and commercial installations. Its product lines include:
GO Series: "Geo-Miser GO048-GO072 Series" products with super high efficiencies, featuring Multi-step tandem, ICM fan motors and more. They are available in Vertical and Horizontal models from 4 to 6-ton, and a Counterflow configuration 4 and 5-ton.
GT Series: "Geo-Thermal GT010-GT070" products with Scroll compressors, solid state controls, heat recovery, emergency electric heat and more. They are available in Vertical, Split, Horizontal and Counterflow models from ½ to 6-ton.
GS Series: "Geo-Saver GT018-GS070" products with Scroll compressors, solid state controls, ICM fan motors, heat recovery, emergency electric heat and more. They are available in Vertical, Split, Horizontal and Counterflow models from ½ to 6-ton.
EV Series: "Enviro-Miser EV018-EV070" products featuring R-410A environmentally friendly refrigerant, solid state controls, heat recovery, emergency electric heat and more. They are available in Vertical, Split, Horizontal and Counterflow model configurations from 1½ to 6-ton.
ES Series: "Enviro-Saver ES018-ES070" products featuring R-410A environmentally friendly refrigerant, solid state controls, heat recovery, emergency electric heat and more. They are available in Vertical, Split, Horizontal and Counterflow model configurations from 1 1/2 to 6-ton.
EM Series: "Energy-Miser EM007-EM360" The EM Series is our Premiere product line, and is specifically designed for Cooling Tower / Boiler Systems, Well Water Systems above 50o F and optional extended range operation for geothermal applications. They are available in Vertical and Split Models from 1/2 to 30-ton, Horizontal models from 1/2 to 20-ton, and Counterflow configuration from ½ to 6-ton.
WP Series : "WP036-WP420" water to water heat pumps from 3 to 35-ton.
CW Series : "CW009-CW018 consoles from ¾ to 1½ -ton.
WH 018 Series: “Thermalsaver 2000 a dedicated hot water heating unit.
MA Series: "MA360-MA720" modular construction, microprocessor DDC controller, VAV and 100% Outside Air capability. Available in Vertical models from 30 to 60-ton.
FHP works closely with leading Energy Service Companies (ESCO's) around the country. For example, FHP has worked closely with AMERESCO to provide over 2000 installations in military facilities.
FHP is active in numerous trade associations including IGSHPA and GHPC.
Climate Master
Trane
Carrier
WaterFurnace
Competitive Strengths: It specializes in water-source heat pumps, which is a niche product within the air conditioning industry. Its expertise in this application makes it an industry leader and allows it to be sufficiently differentiated from its larger competitors. FHP Manufacturing has a staff of nationally recognized geothermal design experts to help familiarize engineers and architects with designs concepts and practices incorporating geothermal technology. FHP will help review feasibility studies or provides assistance with design development. FHP also offers engineering design and support including its Manufacturing's Engineering Application Data (EAD). This is an equation-based product selection and schedule building program that gives the user unparalleled ease of use and data accuracy. The EAD calculates unit performance using custom generated equations that are based on exhaustive testing and the latest data available. Competitive
Weaknesses:
Although, FHP is one of the largest water source and
geothermal manufacturers, it does not have the name recognition of its
well-known competitors, i.e. Carrier and Trane. |
FHP has worked on major geothermal installations around the world. It has also worked closely with most of the large investor-owned utilities, and rural electric cooperatives.
Total Number Deployed (products and utilities): FHP has sold thousands of systems around the world, particularly in schools, military bases, residential and institutional applications.
Price Structure: Price varies by Product Series, options and unit size.
Future Enhancements Planned/Anticipated: None announced
How/Where Product Sold: FHP uses independent wholesalers and commercial representatives throughout the United States and also exports equipment for overseas sales.
How/Where Marketed: Trade Shows, and GHPC Conferences
Best Way to Learn of New Developments: Web site
Cliff Young, President
Chris Smith, Vice President of Sales and Marketing
Chris Smith, Vice President of Sales and Marketing
Phone: 954/776-5471
e-mail: csmith@fhp-mfg.com
Hydro Delta
Corporation
1000 Rico Road
Monroeville, PA 15146
Phone: 412-373-5800
Fax: 412-373-7766
Website: www.hydroheat.com
Hydro Delta is a subsidiary of the Hydro Heat Corporation, which has been in business for 20 years. About 80% of its revenues are generated from high-end residential installations while the remaining 20% are from commercial high-end sales. Most sales are in North America.
Focuses primarily on the residential marketplace using distributors that have identified dealers with a proven track record in the high-end residential market.
Company Location(s): Headquarters in Monroeville, Pennsylvania and Sales/Training in St. Louis, Missouri
Number of Employees: 14
Company Ownership: This is a privately-held corporation.
Annual Revenue: About 85% of its sales are generated from high-end residential installations while the remaining 15% are from commercial high-end sales concentrated in North America. Sales are estimated to be less than $1 million annually.
Market Position: Hydro Heat is a Top Ten geothermal manufacturer. However, it is a relatively small company that needs to broaden its dealer network in order to truly expand in this market. The company offers its products under licensing agreements with WaterFurnace to manufacturer some of its higher- end products. It also provides OEM equipment to Lennox and other manufacturers.
Markets Served (applications and geographies): The company uses a two-tiered distribution network, selling to distributors who then sell to dealers. The dealers provide the units to the customers. This provides the manufacturer with the ability to minimize its risk and reliance on individual dealers or distributors.
HydroHeat offers a high-end residential products providing such features as standby electric heat and “triple function” geothermal heat pumps, including water heating.
It also offers customers a HydroHeat Dual Fuel unit , a patented, multipurpose heat exchanger designed to transfer geothermal energy or fossil fuel energy to the conditioned space. This design allows the end user to choose between geothermal energy or fossil fuel such as natural gas, propane, or fuel oil, as the primary or backup energy source. This offers the homeowner some protection and assurance against possible shortages, seasonal price increases, or curtailment among various energy providers.
Hydro Heat’s on-demand water heating design provides the capability of hot water heating even during peak usage. The HydroHeat patented on-demand water heating system delivers the full output of the compressor for water heating, so the amount of time it takes to heat up a tank of cold water is four or five times faster than a desuperheater system, or even an electric water heater.
HydroHeat Product Line
Mega-Tek models with Staged Dual Compressors provide space heating, air conditioning and optional patented dedicated water heating. Capacities: 3-1/2 to 6-ton.
Extended Range models with On-Demand Water Heating provide space heating, air conditioning and patented dedicated water heating. Capacities: 2 to 6-ton. Extended Range Desuperheater models provide space heating, air conditioning and supplemental domestic water heating. Capacities: 1-1/2 to 6-ton. Extended Range models provide space heating and air conditioning. Capacities: 1-1/2 to 6-ton.
Yankee models feature space heating, domestic water heating, and a unique direct well water air conditioning operation. Capacities: 2 to 6-ton.
Horizon models provide high efficiency space heating and space cooling. Horizon models are ideally suited to the commercial retrofit market. Capacities: 1-1/2 to 6-ton.
Split System models have heat pump only operation. Capacities: 2 to 6-ton.
Heating only models are ideal as a retrofit to an existing oil, gas or electric furnace. Capacities: 4 to 6-ton.
Magnum water-to-water models are used for radiant floor heating and hydronic boiler/chiller applications. Capacities: 3, 4 and 5-ton.
Primary Competitors:
WaterFurnace
Trane
Climate Master
Competitive Strengths: Hydro Delta has developed a reputation as a market innovator. It was the first geothermal heat pump manufacturer to develop a number of improvements including the "providing back up heat" as a standard feature, developing dual-fuel geothermal units, and the first to offer an on-demand hot water system. Competitive Weaknesses: Its innovation comes at higher sticker price. Hydro Heat’s equipment are generally at the higher end of the market, targeting the high-end, often custom residential new construction market. Despite
this market position, the company does not put too much emphasis on developing
its brand or market position. Rather, it relies on its dealers and distributors
to develop the market at the residential level. |
How/Where Product Sold: Hydro Heat uses a two-tiered distribution network, selling to distributors who then sell to dealers. The dealers provide the units to the customers. This provides the manufacturer with the ability to minimize its risk and reliance on individual dealers or distributors.
As Mr. Burke explained, “We work with distributors who know the industry and who know who the good payers (dealers) are. This is not an industry for the weak-hearted.”
He added, “The problem with manufacturers selling direct to customers is that they are more at risk in case of installation problems. Using a two-tiered distribution network means that we have a local presence and are working in the traditional HVAC industry structure.”
Future Enhancements Planned/Anticipated: None announced
Best Way to Learn of New Developments: Web site
Tim Burke, Vice President of Marketing
10205 Gravois Rd.
St. Louis, MO 63123
Phone: 314/849-5550; 314/849-8410
email: tim.burke@hydroheat.com
P.O.
Box 413 
488 Elgin St,
E0A 2H0
Petitcodiac, New Brunswick, Canada E4Z6H4
Phone: 506/756-8135; Fax: 506/756-2988
Website: www.nordicghp.com
Maritime Geothermal Ltd. is a privately-owned business which began manufacturing water source heat pumps in Petitcodiac, New Brunswick, Canada under the trade name NORDIC® in 1983.
The firm is a partnership arrangement between Glenn Kaye and his mother. Its first product, a 3 hp Open Loop Passive Cooling NORDIC® ground water heat pump, was built in 1983. By 1990, the firm had developed a full line of active cooling or reversing heat pumps and also developed a heating only and reversing water-to-water model ranging from 2 to 5-ton. This application has been especially well suited to the in-floor heating system market.
The company has also expanded its product line to include a direct expansion geothermal system to appeal to the residential market through decreased installation costs. In 1998, the firm extended its geothermal unit capabilities to include “triple function” that offers hot water, heating, and cooling for in-floor radiant heat customers.
The firm also expanded its product line to include indoor pool conditioners in 1995, a complimentary product to its geothermal heat pumps. The firm also began expanding operations to produce units for commercial jobs including the larger capacity “W” series units for fish hatcheries and tree nurseries. These installations range from 10 to 35-ton.
Year Started: 1984
Annual Sales: Not available.
Number of Employees total: 4
Market Position: This is a small, niche firm that focuses on a narrow part of the geothermal market. Although its sales are relatively small, it has managed to remain profitable—something with which larger geothermal heat pump manufacturers often struggle.
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Liquid-to-Air, for use on open water wells, passive cooling. |
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Liquid-to-Air, for use on open water wells or ground loops, active cooling. |
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Liquid-to-Liquid, hot water output radiant floor installations pools etc. |
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Heat & dehumidify indoor swimming pool area. |
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Dual Condenser units can produce BOTH hot air and hot water |
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Direct Expansion heat pump system which extracts or rejects energy with refrigeration tubing buried directly in the earth. |
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Multi function unit heats / cools air or produces full capacity hot water. |
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Complete integrated heating package for in-floor radiant systems. |
Climate Master
Trane
Carrier
WaterFurnace
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This capability has provided Maritime Nordic with enough of an edge in the geothermal marketplace to exploit the little known, but growing, in-floor radiant heat market. Moreover, to diversity its operations, the firm also offers a line of pool conditioners which uses similar technology to geothermal heat pumps. Maritime Nordic is also the only geothermal heat pump manufacturer in Canada that has its own certified CSA Certified Testing Facility. This ensures that all of its products conform to CSA electrical and performance standards. Competitive
Weaknesses:
This is a small company and
will probably remain a very niche-oriented market player. Although the firm is
growing in size, it has taken 20 years to develop significant market potential
to reach this level. Moreover, it lacks the marketing commitment or wherewithal
to exploit its unique product line into the broader geothermal market. In
summary, this is a small, niche firm that builds high-end, quality units. But it
will never become a larger market presence until it either becomes part of a
larger firm, or commits to developing a larger market presence
to match its growing manufacturing capabilities. |
Completed Projects:
Open Loop Systems
Fred Morrison Building in Sussex, New Brunswick, Canada - 1986
La Casse Populaire in Baie-St-Anne, New Brunswick, Canada - 1988
Closed Loop Projects
Facility for Federally Sentenced Women in Truro, Nova Scotia, Canada - 1994
Robert Slonaker residence in Canaan, Connecticut
DX Systems
Dorchester Penitentiary Renovation in Dorchester, New Brunswick, Canada - 1994
Covenant Christian Church in Anagance, New Brunswick, Canada - 1992
Aquaculture
Aqua Fish Farms -(4) 20-ton units in Penobsquis, New Brunswick, Canada - 2000
Total Number Deployed: Maritime Nordic sells to all Canadian provinces as well as sales into the U.S. and parts of Northern Europe. About 50% of all sales are from commercial applications while residential sales comprise the remainder of its overall sales. Most residential applications, however, are in the 2 to 2.5-ton range.
Price Structure: Price varies by Product Series, options and unit size.
Future Enhancements Planned/Anticipated: Company Expansion
Maritime Nordic has outgrown its current location and is planning to move into a new 10,000 square foot facility on a 10 acre lot. Mr. Kaye said the move, which will also result in doubling the current staff from 4 to 7, will provide them with enough room to grown and expand. In the past, their sales efforts had been hampered by space restrictions, so they were limited to producing no more than 300 to 350 units annually. The move to a larger location will allow them to continue their steady growth plans and expand their manufacturing operations even further.
How/Where Product Sold: The firm relies primarily on a dealer and distributor network to promote and install units. Most installations have concentrated in Canada and the Northern United States and in European countries of Ireland, Belgium, and Hungary. These locations are most suited to its particular product line that provides a good match between water source heat pumps and in-floor radiant heating. In particular, in-floor radiant heating is especially popular in Ireland and Northern Minnesota.
How/Where Marketed: Marketing strategy relies heavily on word of mouth and inquires generated from the Internet. Mr. Kaye said this firm doesn’t have the resources to promote geothermal compared to the heavy marketing promotion used by larger companies including WaterFurnace. Rather, WaterFurnace’s promotion of the technology over the years has actually increased interest in geothermal and been beneficial for many smaller companies, such as Maritime Nordic.
Maritime Nordic is working closely with an engineering firm in Canada—Secondaire. This firm has developed a bore hole testing machine that helps ensure proper sizing for geothermal installations. Mr. Kaye explained that the machine is brought “on site and can estimated the numbers of BTUs/square linear foot that can be achieve at a particular location.” These tests have provided more accurate results that the standard geothermal sizing software, and have reduced the problems associated with the vagaries of soil conditions that often adversely affect geothermal installations.
Best Way to Learn of New Developments: Web site
Glenn Kaye, President
Phone: 506/756-8135
e-mail: gakaye@nb.sympatico.ca
182 Cotton Belt Parkway
McGregor, TX 76657
Phone: 254/ 299-6329; Fax: 817/ 299-6671
Website: www.trane.com
The Trane Company is part of American Standard and is one of the largest HVAC manufacturers in the world. However, it plays a rather limited, but high profile role, in the geothermal heat pump market.
It began as a family business in 1864 founded by James Trane. Trane's first air conditioning unit, the Trane Unit Cooler, was developed in 1931. In the mid-1950s, Trane began manufacturing unitary, or self-contained, air conditioning units for commercial use.
In 1982, Trane acquired the central air conditioning department of General Electric. This acquisition propelled Trane into a strong position in the market for small central air conditioning equipment, used primarily in residential buildings. The purchase included manufacturing facilities located in Tyler, TX; Trenton, NJ; Ft. Smith, AR, and GE's extensive national distribution system.
The Trane Company was acquired by American Standard Inc. in 1984, and is a major component within American Standard. Following a leveraged buyout in 1988, American Standard returned as a publicly-held corporation in February 1995. (NYSE: ASD)
In 2000, American Standard entered into a long-term equity financing agreement with Kelso & Company, a firm specializing in private equity investing. Often described as a “White Knight,” Kelso & Co specializes in investing in stable firms with strong management teams. In 2001, American Standard purchased back warrants of 3 million shares of stock held by Kelso for $35 million. This appears to be part of a larger strategy whereby Kelso is allowing American Standard to increase its stock holdings as a possible deterrent to a hostile take over.
As an interesting sidebar, Kelso’s Board of Directors includes the Chairman Emeritus of American Standard.
Company Locations: La Crosse, Wisconsin, and Tyler, Texas
Manufacturing Locations: Bangkok, Thailand; Cairo, Egypt; Charlotte, NC; Charmes, France; Colchester, England; Forsyth, GA; Ft. Smith, AR; Golbey, France; La Crosse, WI; Ligang, China; Lexington, KY; Macon, GA; Penang, Malaysia; Pueblo, CO; Rockingham, NC; Rushville, IN; Sao Paulo, Brazil; St. Paul, MN; Taicang, China; Taipei, Taiwan, and Waco, TX
Number of Employees: 61,000
Ownership: Publicly-traded company, subsidiary of American Standard
Annual Revenue: Trane’s annual sales in 2000 were $7.5 billion of which $4.7 were from the air conditioning businesses. Trane’s products generated about 60% of American Standard’s total sales. However, its geothermal heat pump sales account for an estimated less than 1% of total sales. While Trane has a formidable presence in the HVAC industry, it is not viewed as a serious contender in this market –yet.
Market Position: Trane is a market leader in the residential, commercial, and industrial heating and air conditioning markets. It also a market leader within the geothermal industry and has one of the largest and most diverse product lines of geothermal systems.
Trane offers a complete product line of geothermal heat pumps for residential, commercial, and industrial applications. It also offers custom-engineered geothermal systems for commercial use, and factory-assembled systems for residential use. Its product line includes:
Axiom™ Console Water-Source Comfort System
Model GECA Commercial Products
Horizontal Water Source Heat Pumps:
Standard 006-060 (GEHA)
Standard 080 & 100 (WPHD)
High Efficiency (WPHF)
Vertical Water Source Heat Pumps:
Unit Size 006-060 (GEVA)
Unit Size 080-250 (WPVD)
High Efficiency (WPVJ)
Console Water Source Heat Pump (GECA)
Water-to-Water Heat Pump (WPWD)
Vertical Stack Hi-Rise Heat Pump (WPRD)
Rooftop Water Source Heat Pump (GERA, WPUE & WCUE)
Trane works closely with a number of trade associations and has also developed a key accounts program to help develop comprehensive solutions for its large retail accounts such as retail chains, restaurant chains, convenience stores and department stores.
The Trane Company has sponsored special reports based on roundtable discussions examining various aspects of HVAC operations and management. This report, "Best Practices in HVAC Management”, takes a more in-depth look at the best practices in HVAC as implemented by some of the nation's leading chains.
Trane also works closely with a number of trade associations including:
Air-conditioning and Refrigeration Institute (ARI)
American Society of Heating, Refrigeration, and Air Conditioning Engineers (ASHRAE)
Geothermal Heat Pump Consortium (GHPC)
International Ground Source Heat Pump Association (IGSHPA)
Competitive Strengths: Trane offers a wide range of products for all types of applications, including geothermal heat pumps. It also offers a tremendous amount of dealer support including training programs, software programs, licensing information, and technical assistance. It has a strong dealer network, a solid industry reputation, and a diverse product line. Competitive
Weaknesses:
Trane has not emphasized geothermal heat pumps as
much as it could, given its immense size and influence in the heating and
cooling industry. Rather, Trane seems content to market geothermal as a niche
product, designed more for showcasing interesting engineering solutions rather
than devoted to creating a significant market.
Trine’s reluctance to become
the industry leader means that the other manufacturers and other technologies,
such as direct exchange, compete for scarce geothermal installations and continue
to clutter the market.
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York,
Carrier
WaterFurnace
ClimateMaster
Many of the major retail chains are part of Trane’s national accounts program such as:
Nordstroms
Sears Roebuck
7-Eleven
It also works with many of the leading utilities throughout the United States and the world.
Total Number Deployed (products and utilities): Trane has sold thousands of geothermal heat pump systems throughout the world. Perhaps one of its most high-profile installations is a residential geothermal heat pump unit installed at President George W. Bush’s Ranch in Crawford, Texas
Price Structure to Utility and Customer: It varies depending on tonnage, size of installation, and incentives and rebates. Trane offers equipment financing if necessary to qualified customers.
Trane Unitary Products Group, a division of American Standard Companies (NYSE:ASD), announced at their 2001 distribution meeting that it will offer 10-year limited warranties for Climatuff® compressor, outdoor coil, and internal functional parts on all current XL products and the new XL_i cooling and heat pump model families beginning with installations after October 1, 2001. The new limited warranties are available only for residential installations on products manufactured January 1, 2000 or thereafter.
Markets Served (applications and geographies): Trane operates through a network of independent distributors and company-owned offices serving nearly 6,000 independent dealers. There are also 6,000 sales engineering and service professionals serving Trane's global market.
However, Trane puts most of its emphasis on its commercial heating and cooling products that are sold by 3,600 sales engineers and service technicians in 125 sales offices located in major metropolitan centers throughout the U.S. and Canada. Trane markets primarily through trade shows and its dealer network.
American Standard is a dichotomy comprised of consumer-related business and commercial-related business. Trane has gained market share because of new product introductions as well as strong brand recognition stemming from partnerships with Sears and most recently, Home Depot. Trane is entering its third year with Sears, and Home Depot signed up another 360 stores in the first quarter bringing the total to 600 stores.
[1] Lucas, J & Ravenscroft, A, “When it is Dark, You Never See the Light,” May 30, 2002, AMERICAN STANDARD COMPANIES ACCUMULATE ASD (NYSE), A Progress Report.
How/Where Marketed: Trane markets primarily through trade shows and its dealer network.
Future Enhancements Planned/Anticipated: None announced at this time
Best Way to Learn of New Developments: Web site, newsletters, news releases, trade shows.
Howard Newton, Sales Representative
Phone: 254/299-6329
e-mail: hnewton@trane.com
9000 Conservation Way
Fort Wayne, Indiana 46809
Phone: 800/ 934-5667; 260/478-5667 ext. 3221; Fax: 260/478-3029
Website: www.waterfurnace.com
WaterFurnace International (WFI) is headquartered in Fort Wayne, Indiana and is one of the world’s leading manufacturers of geothermal and water source heating and cooling systems.
WaterFurnace is one of the first companies that specialized in manufacturing geothermal heat pumps and in marketing total system packages for closed loops.
Company Location: Fort Wayne, Indiana
Number of Employees: 200
Ownership: A subsidiary of WFI Ltd., a publicly-traded company on the Toronto Stock Exchange.
Annual Revenue: First Quarter 2003 results showed a decline from First Quarter 2002, but company officials did not expect to match the extraordinary 2002 quarterly results. Nevertheless, sales, margins, expenses and net profit were all on or ahead of planned levels. 2002 sales set a company record, exceeding $50 million for the first time.
WFI Industries Ltd.
First Quarter 2003 Results
($000 US)
Three months ended March 31
Year ended December 31
2003
2002
2002
2001
Sales $9,973
$10,417
$50,189
$49,194
Income before tax $109
$1,080
$6,346
$6,300
Income after tax $66
$637
$3,780
$3,860
Fully diluted earnings per share
$0.01
$0.05
$0.31
$0.30
Tony Cooper, Vice President of Sales and Marketing, attributes this sales growth to increasing concerns over the price and supply of natural gas, continuing strong housing market, greater acceptance of geothermal technology among commercial and institutional customers and continuous research and development by the company that led to the introduction of new WaterFurnace products in 2001 and 2002Market Position: WaterFurnace is the industry leader in residential geothermal sales and in the Top Five in commercial and institutional sales in the United States and Canada.
E Series
WFI's flagship is its E Series line. Introduced in 2001, the E Series uses the ozone-safe refrigerant R-410A, which also enhances these units’ EERs and COPs, making them the most efficient geothermal and water source heat pumps on the market. R-410A meets EPA guidelines that will mandate the phase out of the manufacture of other refrigerants beginning in 2010. E Series units offer the following features and benefits:
Available in 11 sizes from 2 to 6-ton.
Operates with entering water temperatures from 25°F to 110°F
Various voltages available, depending on size.
Vertical units available in top or bottom discharge, left or right return.
Horizontal units available in side or end discharge, left or right return.
Super high efficiencies in heating and cooling.
Optional domestic hot water assist (desuperheater) available.
Microprocessor controls sequence components for quiet start-up, maximum efficiency. On-board diagnostics provide advanced service information.
Soft-start variable speed ECM blower motors.
Cabinet is made from heavy gauge galvanized steel with white poly powder coat finish.
Available with choice of scroll, reciprocating and dual-capacity compressors.
The E Series uses an enamel-coated air coil. This high efficiency coil provides added protection against corrosion resistance, increased durability, and leak prevention on the copper. The E Series cupronickel coaxial heat exchanger is more durable and can withstand more of the damaging effects created by hard water conditions. In 2002, WaterFurnace introduced the ES Split, which can be installed in a variety of configurations, including applications indoors or outdoors. In 2003, WaterFurnace completed the conversion of its general residential line to R-410A, giving the company a marketing advantage over other manufacturers. WaterFurnace plans to convert its entire line of heat pumps to R-410A by 2006.
WaterFurnace also includes a standard warranty that covers parts, accessories and a labor allowance for 10 years on all E Series units.
Competitive Strengths: WaterFurnace has the benefit of being the first to market with a geothermal heat pump, and it essentially helped create this market. It continues to broaden and expand its successful line of geothermal heat pumps. WaterFurnace remains committed to moving the geothermal market forward. WaterFurnace’s sister company is LoopMaster, headquartered in Indianapolis, IN. This is one of the largest geothermal looping contractors in North America. Originally, the company specialized in residential applications but now has concentrated on the commercial and institutional markets. WaterFurnace also has both a broad and deep product line and offers competitively priced products. The company is also developing a strong dealer network. Competitive Weaknesses: WaterFurnace’s commitment to promoting geothermal heat pumps waivers depending upon its financial position. Occasionally some dealers and installers have complained that its products have not been consistently high-quality. WaterFurnace also does not offer financing programs to assist customers with financing, which continues to be a barrier to geothermal installations. This is further exacerbated by the reduction in funds and rebates available from many utilities. Tony Cooper, Vice President Sales and Marketing for WaterFurnace, added that several utilities have also pulled back their commitment and support for geothermal heat pumps because they have not been able to capitalize on the market opportunity. “Many utilities no longer have the marketing staff to promote geothermal programs. They no longer have residential marketing departments,” he said. However, some dealers and utilities have complained that
this reduced commitment makes it even harder to develop a sustainable geothermal
market. |
Market Position: WaterFurnace is the industry leader in residential geothermal sales and in the Top Five in commercial and institutional sales in the United States and Canada. Its rivals consistently view WaterFurnace as the leading geothermal heat pump manufacturer in North America. It is estimated to control about one-third of the total geothermal heat pump market, and the same percentage within the residential market.
Markets Served (applications and geographies): WaterFurnace relies on a network of independent dealers and distributors in the United States, Canada, Europe, Asia, and Australia. In the United States, WaterFurnace focuses on the dealer direct and distributor market to serve its residential customer base with dealers that have developed contacts with builders and homeowners.
The firm employs a unique marketing strategy- - participating in hundreds of small home and garden shows around the country. This has been an effective way to reach potential customers, either those looking to build or remodel their homes. The company also participates in the national home and garden shows including National Association of Home Builders show, a biannual event targeting the construction trades.
Although this company takes a national approach in its marketing, its strongest area of market penetration remains in Midwestern states such as Indiana and Michigan
Product Line: WaterFurnace manufacturers a complete line of geothermal heat pumps for residential applications including geothermal and water source heat pumps. Its residential geothermal heat pumps are sized between ¾ ton and 6 tons.
WaterFurnace works closely with all kinds of utilities around the country including:
Large municipal utilities such as TVA
Investor-owned utilities such as First Energy
Trane
ClimateMaster
FHP.
Price Structure to Utility and Customer: Varies depends upon installed tonnage and if rebates/incentives are available to defray installation costs.
Total Number Deployed: WaterFurnace has been involved in some of the largest and most successful installations in the United States in thousands of commercial, residential, and institutional customers’ applications.
How/Where Product Sold: (direct sales, reps., etc.) WaterFurnace products are sold and serviced through a network of independent dealers, commercial representatives and independent distributors throughout the United States, Canada, Europe, Asia and Australia.
WaterFurnace focuses on the dealer direct market and the distributor market. “We focus on those direct dealers who market to builders and home owners…those who are leaders in distributor marketing,” Mr. Cooper explained.
How/Where Marketed: WaterFurnace relies heavily on face-to-face selling to promote its products to commercial and industrial customers. WaterFurnace also participates in home and garden shows around the country to demonstrate its systems to residential customers. These activities seem to be paying off.
“We are seeing a tremendous awareness of geothermal compared to 2 years ago,” Mr. Cooper said. “We have been to literally hundreds of smaller home and garden shows,” to promote WaterFurnace’s products. The company also attends all of the national shows, such as Greenprints, Energy 2002 and NAHB.
Best Way to Learn of New Developments: Through the company’s web site, news releases and trade shows.
Future Enhancements Planned/Anticipated: The company will continue to convert its product line to R-410A and redesign and enhance current products for use with R-410A. In 2002, the company reorganized internal departments to make the entire company more streamlined and to improve customer service.
Tony Cooper, Vice President, Sales and Marketing
Phone: 260/479-3221
e-mail: tony_cooper@waterfurnace.com
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