1. EXECUTIVE
S U M M A R Y
www.atirasystems.com
SUSTAINABLE FIRE SOLUTIONS
2. The
PROBLEM
In the U.S. fire departments spend
$700 MILLIONannually on flame retardants that are …
TOXIC
UNHEALTHY
FAILING
POLLUTING
THREATENING
VIOLATING
Millions of gallons of toxic flame-retardants are dumped on the environment
each year as a part of efforts to halt structure and wild-land fires.
Firefighter safety is at risk as more firefighters
realize the impact of toxic inhalation.
95% of existing firefighting chemicals are marginally
effective and/or fall to the ground where they do no work.
Environments are being comprised as millions of gallons of toxic
flame-retardant treated water finds its way into groundwater.
Existing flame retardants cause damage to the environment, killing fish,
birds, insects and many other species that are vital to a healthy eco-system.
The dumping of toxic flame-retardants
has prompted federal court challenges.
In 2008, more than
50 Million Gallons
of water treated with toxic flame
retardants were dumped on the state of
California alone! The situation is only
getting WORSE, with projections
calling for wildland fires in the
United States to increase tenfold
over the next 50 years!
3. The
SOLUTION
MORE EFFICIENT
LESS EXPENSIVE
HEALTHIER
SAFER
LESS DAMAGING
PROVEN
at extinguishing
all types of fires.
than existing foams.
for firefighters, with less
exposure to toxins.
for the environment
and 100% non-toxic.
Field tested by Cal Fire and endorsed by the International
Association of Fire Chiefs (IAFC) Crucible program.
$
to properties because it
requires drastically less water.
FIRE BLOCK GEL FROM ATIRA SYSTEMS
A better tool to fight fires
ATIRA Systems has developed the world’s first 100% non-toxic
and effective Fire Block Gel that meets the current and future needs of the
firefighting industry. Our tested and proven technology delivers superior performance—and it’s
safer for firefighters and the environment.
TESTED AND PROVEN
PERFORMANCE
The ONLY flame retardant technology that suppresses and
protects in one product!
Stick and stay—adheres to vertical structures
Repels flames of up to 2500 degrees
4-5X more effective than existing firefighting chemicals
Reduces water requirements by up to 10X
100% non-toxic and biodegradable
Seamless integration—no costly upgrades
4. The
PLAN
ATIRA Systems Fire Block Gel is poised to become the status-quo water enhancer
that replaces Class A Foam used in both structural and wildland fire, as well as Aerial Fire Retardants
applied on wildland fires. This represents a $700 Million market opportunity in the
U.S. alone.
ATIRA Systems will penetrate the wildland and structural agency market, utilizing head-to-head
competitive product live-fire demonstrations, while cultivating strategic alliances forged
with key agency officials. Industrial and home-defense sales will follow the establishment of
fire agency “flagships.”
Product derivatives will be introduced to meet the needs of wildland ground, aviation,
industrial entities, and individual homeowners. We will displace Class A foam and the highly toxic
phosphate-based Aviation Retardants with one new price-competitive product that will enable
agencies and industry to do more with less.
Our model is capital efficient, as we will subcontract the majority of production to keep our
head count and infrastructure costs to a minimum. Our revenues will be generated through the sale
of application modules and liquid concentrate formula to fire agencies and industrial operations all
over the U.S. Our metrics are driven by the quantity of field representatives that sell our product
and how much growth in units (pounds/gallons) we realize. ATIRA sales will generate 72% gross
profit margins producing positive operating cash flow in year three.
EXIT STRATEGY
ATIRA Systems is likely to be acquired by one of several environmentally conscious manufacturers
seeking to expand their clean-tech footprint. We anticipate that this acquisition will occure within
the next four years.
5. The
NUMBERS
SALES BY YEAR
$50,000,000
$40,000,000
$30,000,000
$20,000,000
$10,000,000
$0
Sales
Gross Margin
Net Profit
-$10,000,000
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019
SALESBY SECTOR
$35,000,000
$30,000,000
$25,000,000
$20,000,000
$15,000,000
$10,000,000
$5,000,000
$0
-$5,000,000
FY 2015 FY 2016 FY 2017 FY 2018 FY 2019
Fire Block Gel
(Agencies)
Home
Industrial
We have made the conservative assumption of capturing only 8% of the $700 million dollar
domestic fire agency market by year five.
6. JEFF DENHOLM
CEO and Co-founder
Sustainable, early stage, and
emerging growth business
A-list green technology ties
STEPHEN HADDIX
Chairman, Co-founder,
and CTO
New business development,
engineering, manufacturing,
and fire science
JOEL COMER
Senior Partner at
Sandler O’Neill & Partners
Strategic Business Advisor with
Enterprise level M&A experience
PETER GETMAN
Branding Strategist
Marketing and branding,
300+ brand launches
LEARN MORE ABOUT THE ATIRA TEAM AT www.atirasystems.com/team/
The
TEAM
RICK RIDGEWAY
Patagonia’s Vice President
of Environmental Initiatives
Strategic vision and
environmental policy
ARLENE BLUM, PH.D.
Executive Director of the
Green Science Policy Institute
Green technology, policy,
and advocacy
NELL NEWMAN
President, Newman’s Own®
Organics:The Second Generation
Environmental advocacy
and direction
7. PROGRESS
2010
2016 and beyond
Atira Systems was
launched in
spring 2010.
Completed a thorough market
review of the domestic flame
retardant industry, referencing a
2006 Proctor & Gamble market
study and many other sources.
Raised $1.4MM in Series A funding,
the majority of which was applied to
product development.
Secured a world-class
advisory team. Learn more at
www.atirasystems.com/team/
Received an A+ endorsement from
The Green Science Policy Institute,
the leading voice on green chemistry
in the nation.
Successfully completed development
of disruptive proprietary green
technology. Our product is complete
and ready for market.
Endorsed as a “game changer” by
the International Association of Fire
Chiefs Crucible program, a collective
of upper echelon fire officials
dedicated to testing and vetting new
technologies. Their support will be
instrumental in the rapid adoption of
our revolutionary technology to the
market worldwide.
READ THE FULL REPORT
Secured $1.2MM in bridge round
financing to complete key
milestones in preparation for our
series AA round of funding.
Secured exclusive manufacturing
partnership with Scott Bader, an
internationally recognized chemical
manufacturer who produces the key
active ingredient in our proprietary
formula. We have scalable
production agreements, ISO quality
control and strategic logistical
supply stream in place.
CAL FIRE, The largest and most
influential Fire Agency in the nation,
has become an early adopter of our
Technology.
Texas Forest Service – first order
for $172,800 delivered.
Crowdfunding campaign to launch
in February, 2016
San Bernardino County Fire
(SBCFD), a leading authority on Fire
Block Gel application, approved a
plan, to have ATIRA Systems set-up
ten new Type 6 engines to run FBG-I
2016 fire season.
