1. PG RISE, LANCASTER ENTERPRISE CENTRE
Directional Air Flow
Sampler
Market Analysis Report
By PG RISE Group 3 Team: Chiemela Victor Amaechi, Jack Baker, Victory Damisa,
Laura Hanks, Maja Lakner, Shaimaa Zaher El Naggar
Principal Investigators (Inventors): Professor Roger Timmis & Professor Kevin Jones
Submitted to Lancaster University Enterprise Centre, for the
PG RISE’s Reflection on Employability Event On 22nd
April, 2016
2. 1
Participants
Project Co-ordinator: Chris Lowerson
Group 3 Mentor: Dan Knowles
Project Investigators: Professor Roger Timmis & Professor Kevin Jones
Team Members: Chiemela Victor Amaechi, Jack Baker, Victory Damisa, Laura Hanks,
Maja Lakner, Shaimaa Zaher El Naggar
Executive Summary
This report provides recommendations based on market analysis conducted on the Directional Passive
Air-quality Sampler (DPAS), invented at Lancaster University, protected by Patent US8413527. The
device measures the flux of a particular air pollutant. The market analysis deployed qualitative and
quantitative methods such as interview and questionnaire (please see
https://www.surveymonkey.co.uk/r/VLLC78J and Appendix 1). The results suggest the following
recommendations:
The most attainable market for DPAS seems to be dust flux monitoring, though there are a
number of direct competitors in this area.
The product should be priced in the region of £250-£400.
In order for the product to be competitive, another unique selling point (USP) may have to be
developed for the DPAS.
Environmental consultancies may be a good client to initially target.
The device is considerably larger than its competitors, so would need a modification to reduce
its size and weight.
Introduction
In this report we provide findings from market analysis conducted on the Directional Passive Air-
quality Sampler (DPAS), invented by Professor Roger Timmis and Professor Kevin Jones from
Lancaster University. The DPAS is a directional fluid sampler, which measures the flux of a particular
air pollutant. The device has no electrical parts, so is robust; it provides a measure of the directional
component of the flux, which allows the location of pollution sources to be detected; and it is small
enough that planning permission is not required to install the device. A diagram of the device is given
in Figure Figure 1. For more information on the device, we refer the reader to Patent US8413527.
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There is no end to the range of different pollutants which can cause environmental problems. In problem
situations, or even just as a routine operation, it is normal to sample air-borne pollutants to ensure that
safe levels are not exceeded, or in some instances collect evidence for cases of enforcement. Current
devices are either a) very simple sample collectors, while are cost effective and can be fixed on site
where a sample is needed, provides no directional resolution information and limited data; b) complex
and costly specialised units which require specialised protective housing, electricity, and vandal-
protection, training, equipment calibration and maintenance etc.
In this report we begin by outlining key competitors to the product, including their business models,
prices, size and client base. We then outline current markets and clients for air samplers. Finally we
combine both these things to identify particular gaps in the market. With this in place we make our final
recommendations to the reader.
Group 3 Project Task
Two of Lancaster University researchers have come up with an innovative and effective solution in the
form of a directional fluid sampler which has several advantages over the current technology available.
This new device provides an opportunity to collect directional fluid-flow using only a small, passive
device, which does not require electrical power, or any specialised housing, and opens up the potential
for many more sites to be deployed within for pollutant monitoring.
It was the task of this PG RISE team to typically find where this Directional Passive Air-quality Sampler
can be implemented, deployed and efficiently used. It was also to investigate the possibilities for
Figure 1: The Directional Passive Air-quality Sampler.
4. 3
commercialising such a method, including identifying the types of organisations that would be
interested in using and funding the new technology (Appendix 2).
Group 3 Activity Log
During the period of this PG Rise project, we had various activities which include the following:
Mid-term Presentation 2nd
March, 2016.
Weekly team Meetings.
Emails, Facebook and Google Drive Updates.
Preparation for both mid-term and final presentations.
Using Linkedin to network, with Dan Knowles.
Received trainings and presentations and live entrepreneurship experiences.
Skills on Writing Research Reports and Proposals, and other team meetings.
Preparation for Final Presentation and Report due on 22nd
April, 2016.
Workshops and Trainings
We had some workshops, trainings and presentations during this project, which include:
Introduction to PG Rise, Entrepreneurship and
Team Work Training (21st
Jan.-22nd
Jan., 2016).
Meet the Principal Investigators (PI), on 27th
Jan., 2016.
Discussion Panel & Entrepreneurship
Experiences form Mentors, on 10th
Feb., 2016.
Value Proposition Canvas and Business Model,
by Simon Harrison, on 15th
March, 2016 .
Intellectual Property & Copyright, by Wesley
Randle on 18th
Feb., 2016.
Use of Fiverr and Google Adwords on 9th
March, 2016.
Presentation skills, by Stuart Nolan, on 24th
Feb., 2016.
Feedback for Presentation on 2nd
March, 2016.
Figure 2: Group picture at Clitheroe training.
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Competitors
In this section we provide an analysis of the key competitors to DPAS. We outline their business models,
prices, sizes and client base.
The main USPs of DPAS suggested in the patent were that the device can measure a directional
component as well as the flux of a pollutant; that it has no electronic parts, so is robust; that it’s small
enough to be setup without planning permission being required.
The main competitors suggested in the brief were:
Diffusion tubes: a sampler which measures only the flux of one pollutant and not a directional
component.
Electronic samplers: a sampler which measures the amount of many pollutants and provides a
directional component, but it is bulky, has running costs and generally needs planning
permission.
We suggest when specifically looking at dust, there are other competitors which sit much closer to the
product than this. There are some devices which measure dust flux or deposition as well as a directional
component, these are outlined in Table 1. In the proceeding sections we give an outline of each
company, its business model and key clients.
Table 1: Direct competitors in the dust flux market.
Name Price URL
Frisbee directional gauge £310 Frisbee directional gauge
Dustscan DS100/DS100-D £285/£380 Dustscan
Dustscan
Dustscan is a small company (1-10 employees) which provides low cost directional dust monitoring
equipment. Along with this they provide a consultancy service. The dust samples produced by the
equipment are analysed in a lab. While originally designed for the quarrying sector, their key
consultancy work also spans the landfill/waste and construction/demolition sectors [1].
Frisbee gauge
The Frisbee gauge is owned by Ian Hanby, who provides a variety of equipment for measuring dust
flux. It appears to be a very small company of 1 employee, and does not offer a consultancy service [2].
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Diffusion tubes
While the equipment above focusses on dust, diffusion tubes are able to measure a variety of pollutants
including: NO2, NO, NH3, BTX, SO2, O3, H2S and acid gases. The price of a diffusion tube is about £6,
so the tube is very cost effective. In the UK and other countries, diffusion tubes are manufactured by
Gradko International Ltd (10-50 employees). Mainly their customers are in the public sector:
environmental consultancies, government agencies, local authorities and educational institutes. A major
market for Gradko seems to be with government agencies, who use the product to measure underlying
NO2 levels in their jurisdiction. The key environmental arm of Gradko provides products to monitor
indoor and outdoor air pollution, as well as soil contamination. Another key service it provides is
laboratory analysis [3].
From speaking to a number of employees in the environmental agency, electronic samplers are seen as
less of a competitor than the other devices. The other devices are often seen as more of a ‘rough and
ready’ device, either to check if more sophisticated analysis is needed or to just measure background
flux to keep costs down. We were advised that the DPAS probably wants to stay competitive with these
devices since it is not able to measure molar quantities.
Markets
This section outlines where the key markets for this type of product are, and uses this and the
competitors section to identify market gaps.
Current key markets
Figure Figure 3 shows a breakdown of the air pollution monitoring market by different style of product.
In the market for equipment that measures pollutant flux, there’s quite a division between non-electronic
devices used to sample dust flux and devices used to sample other air pollutants. There seems to be
much higher demand for dust flux monitoring from the private sector than other air pollutants.
Figure 3: Breakdown of key markets in air pollution monitoring.
Air pollution monitors
Samplers
Dust monitoring (directional component)
Construction, quarries, waste management,
environmental consultancies, government
Other air pollutants (no directional
component)
Government, environmental consultancies,
educational institutes
Electronic samplers
All pollutants
Industrial processes, meteorological systems,
government
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One of the largest markets for diffusion tubes is in environmental monitoring by governments. The
government particularly recommends diffusion tubes for monitoring ambient NO2 levels (for example
from traffic emissions). So adding a directional component to this measurement may not add much
value. The cheap price of diffusion tubes means that its unlikely DPAS will manage to stay competitive
in this market.
Dust flux monitoring equipment seems to mainly be provided by the consultancy Dustscan Ltd. They
appear to have majority market share in this area. Other services which work in this area, serving the
private sector, are environmental consultancies. The nature of this market is much more suited to the
design of DPAS. But the presence of competitors with similar USPs will make entering the market
challenging.
Market Gaps
By analysing current competitors, along with other market areas we came up with a number of gaps in
the market for DPAS.
Simpler dust flux analysis
Currently dust samples need to be sent to a lab to be analysed. However dust flux devices are used
considerably in the private sector where efficiency and cost is an issue. Computational image analysis
is now at a stage where flux analysis could be performed by simply taking an image of the sample on a
smartphone and analysed by a mobile app. Coupling the DPAS sampler with easier flux analysis may
win over clients needing dust flux monitoring. If measurements for NO2 could be performed using a
flux measurement then this idea could be extended to sampling from other air pollutants.
Environmental consultancies
Currently one of the key players in dust flux monitoring is produced by a company which also offers
consultancy services (Dustscan Ltd). Environmental consultancies will likely be put off buying products
from a direct competitor, but are key players in dust flux monitoring according to an employee of the
Environmental Agency. So this could be a good client for DPAS to target initially. But Dustscan Ltd
seems to hold a majority over the rest of the market. Since DPAS has similar USPs to Dustscan we feel
it will be challenging to break into the rest of the market.
Directional sampling of alternative air pollutants
This is one quite clear gap, we could not find a product on the market which provides directional
sampling for air pollutants which are not dust. However the market of such a product is questionable.
Probably the largest client for the diffusion tube is government agencies/authorities so that they can
8. 7
monitor the ambient flux of NO2. Adding a directional component to this probably adds limited value.
Also the price of a diffusion tube is so cheap that DPAS is unlikely to be able to compete.
Air pollution monitoring for developing countries
If put into production, this product should be much cheaper than automatic monitors. So the product
may be of use in developing countries where they cannot afford automatic monitors. We found little
information on anything being done in this space.
Value Proposition Canvas
Just as a canvas helps an artist to design, draw, test and build his idea into a reality art work or picture,
both the value proposition canvas and the business model canvas help us to design, test and build the
value proposition for the Directional Air-flow Sampler in a more structured way. This was not done
extensively, as most of us are not business management students. In other to achieve fit, we design the
product to achieve fitness and satisfaction for the customer, which the inventors have already done.
Next we identified the customers who use the product and some potential ones. As shown on the value
proposition canvas below, we analysed the product as follows:
Products and Services: Directional Air-flow Sampler, Consultancy Service, Laboratory Service,
Academia, Social Media App.
Gain Creators: Can be advertised through social media, Provides Air Quality Data, Nice
invention, Incentive Policy, Promo sales, TV Adverts, Online Adverts, Get Ratings, Sell on
Amazon, Sell on Ebay, Make Youtube Video of Product, Fiverr, Linkedin and Google Adwords.
Pain Relievers: Online Profile and reviews, Contact Number and address, Product photo for
marketing, Product patent and existing use, laboratory service, few feedbacks from our surveys
than expected, Surveys for them are prepared and online, Questionnaires are available.
Gains: Use of social media app, publishing adds, regular proposals to city councils, additional
revenue, know user’s opinions, research awareness, innovative awareness, experience in
market research, price comparison, price comparison.
Pains: Limited niche areas, electronic competitive ones, getting feedback, saving production
cost, safety issues and vandalism, managing production, managing competition, managing the
testing of samples.
Customer Jobs: Academia, Standardisation, City Councils, Manufacturing, Construction,
Offshore and Met offices.
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Figure 4: Value Proposition Canvas for Directional Air-flow sampler.
Business Model Canvas
For the Business model Canvas for the Directional Air-flow Sampler, it is also done in a structured way.
Using the model by Strategyzer, we were able to identify the following:
Key partners: Lancaster University, Environmental Agencies, Other Partners, BSI, Standards
Bodies, British Assessment, Construction, City Councils, Academia, Offshore and Met Offices,
Development agencies, developing nations.
Key Activities: Identifying sites and Customers, testing the samples, interpreting the results.
Key Resources: Patent Office, Laboratories, Universities, Research Institutes, Environmental
Agencies, brand name.
Value Proposition: Shark shaped and environmental /eco-friendly Directional Passive Air-
quality sampler; requires no power to run, light materials were used and lovely design.
Customer Relationships: Surveys, Questionnaires, feedbacks, direct 1-on-1, emails, webinars,
profitable contracts, available spare parts and good customer service.
Customer Segments: Environmental, Construction, Consultancy, Laboratories, Academia.
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Cost Structure: Cost of testing, Manufacturing, branding, lovely shark shape (design).
Revenue Streams: Revenue from hire, Transactional sales, Sales from online marketing,
Upfront investments.
Figure 5: Business Model Canvas for Directional Air-flow Sampler.
Challenges
After this investigation, we had some challenges on the market research of the product:
Lack of response from the companies contacted, and City Councils, except for a few.
From the response received, we had challenge x-raying the use in developing countries, as they
will benefit greatly from this invention, but we had less time to narrow it down as the few
responses we received also came in late after some reminder emails.
Funding a Consultancy Service for the product will be a challenge but will help to make the
invention more deployable, such as in offshore uses (on ships), and for met offices.
11. 10
Recommendations
After this investigation, we have come up with the following recommendations for the product:
The most attainable market for DPAS seems to be dust flux monitoring, though there are a
number of direct competitors in this area. We say this because we believe the directional
component is less important when sampling other air pollutants, and because diffusion samplers
are very cheap.
In order to keep the product competitive in the dust flux market, the product should be priced
in the region of £250-£400.
In order to enter the market, DPAS will probably have to develop another USP over current
products. One idea we had was that dust sample analysis could be performed using a mobile
app. That way the flux can be measured instantly and in a more cost effective manner. We
believe the technology is already well developed to do this (image analysis, computer vision).
Environmental consultancies may be a good client to initially target, since they are competing
with the major manufacturer of dust flux samplers, who operates a consultancy service.
The device is considerably larger than its competitors, so would need a modification to reduce
its size and weight.
More research can be encouraged in collaboration with Environmental and Engineering
Departments to get more academic value of the device, such as the “Development and
Applications of Novel Directional Passive Air Samplers and Techniques- PhD Research, by Lin
Chun, 2011, Lancaster University LEC”. In addition, it could be in form of seminar papers for
undergraduate and post graduate students.
Bibliography
[1] Dustscan Ltd, 2016. [Online]. Available: http://www.dustscan.co.uk/.
[2] I. Hanby, Ian Hanby, 2016. [Online]. Available: http://www.hanby.co.uk/index.html.
[3] Gradko International Ltd, 2016. [Online]. Available: http://www.gradko.com/.
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Appendix 1: Questionnaire Format
Developing an Air Quality Measuring Device
1. Is your organisation concerned about air pollution?
2. Are you using any devices which measure air pollution at the moment?
No
Yes (please specify product)
3. What are you using the product for?
4. What are the best and worst features of the product?
Best
Worst
5. If not, does our product better suit your needs?
Yes
No
6. What additional features would improve your current product?
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7. What would you say is a reasonable price range for our product?
£0-£50
£50-£100
£100-£200
£200-£300
£300-£500
More than £500
8. Can you think of other organisations that may be interested in the product? Please state the
name below.
9. Would you like to be kept up to date if the product should become commercialised?
No
Yes (please provide an email address or phone number)
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Appendix 2: Contacts List
Organisation Department Date Contacted Format
Lancaster City
Council
Environmental
Health
29/02/2016 environmentalhealth@lancaster.gov.uk
01524 582935
Liverpool City
Council
Environmental
Health
29/02/2016 https://www.liverpool.gov.uk/contact-
us/general-enquiries/environmental-health/
Hamilton
Construction
29/02/2016 info@hamiltonltd.co.uk
01772 713198
British Assessment
Bureau
ISO 14001 29/02/2016 help@british-assessment.co.uk
0800 404 7007, 01732 220 400
Simmons
Construction
29/02/2016 info@simmons-construction.co.uk
01253 866 100
Melrose
Construction
29/02/2016 dave@melrosehomes.co.uk
01253 798081
Orell Group 29/02/2016 david@orrellgroup.co.uk
01254 457022; 07980 687302
Rosslee 29/02/2016 info@rosslee.co.uk
01254 393225
BSI Group 29/02/2016 cservices@bsigroup.com
+44 345 086 9001
QSL 29/02/2016 info@isoqsltd.com
01905670303
Preston City
Council
29/02/2016 Email
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Manchester City
Council
29/02/2016 Email
Wade 01254820330
Pinington 01524 599 770
Barnfield 01282 442300.
NQA 08700 135145
SMAS (safety
management)
01752 697370
Croatian meteo
centre. Sektor za
meteorološka
istraživanja;
Načelnica sektora:
dr. sc. Branka
Ivančan – Picek
dhmz@cirus.dhz.hr
01 45 65 704
South Lakeland
Council
customer.services@southlakeland.gov.uk
01539 733 333
Blackpool City
Council
customer.first@blackpool.gov.uk
01253 477477
