The document discusses a new waterless washing machine being developed by Xeros Ltd. that uses polymer beads to clean clothes with 90% less water than traditional washing machines. It aims to help address issues of water scarcity in developing countries and reduce the environmental impact of laundry. The machine is still in development but Xeros hopes to launch a commercial version in 2020 and a domestic version in the future.

2. THE FUTURE OF LAUNDARY IS
WATERLESS WASHING MACHINE
BY:
JYOTI KUMARI
NAVNEET BISHT
RAHUL KUMAR
RUPESH KUMAR

3. About Xeros Ltd.
Xeros Ltd. is a new company focused on the development of
"virtually waterless" laundry cleaning. Harnessing over 30 years of
research by Professor Stephen Burkinshaw and the University of
Leeds, Xeros is the brand name for a patented polymer based cleaning
that creates step change advantage in the cost and environmental
impact of aqueous wash cleaning.
The team are based at laboratories in Leeds, West Yorkshire, UK and
led by CEO, Bill Westwater.
Partnerships
Xeros has an ongoing partnership with the University of Leeds and
their team of world-class polymer scientists.
They have also created further industrial partnerships to help them
optimizing the technology and prepare products for market.

4. OBJECTIVE
The objective of implementing is that as we see
many countries are facing the utmost problem
of water especially the country like India has
recognized the need for it & thus got the
machine which is beneficial in many aspects
like costs, electricity, water & many more.
Likewise the country wants to make the
awareness in many countries like Zimbabwe,
china & many more.

5. WATER SCARCITY
 Water scarcity in urban areas is of particular concern
because of migration of the rural population to urban
centres resulting in towns and cities expanding rapidly
 Water scarcity can result from a variety of causes but
principally either source limitation, poor
distribution, or inequality between the rich and the
poor.
 What happens when there is a lack of water is all to
apparent in many developing country cities
◦ Increase the health burden on the urban
poor, who often constitute the very labour
source that generates the cities wealth.

6. The water supply in Mumbai is
not only intermittent but
inequitable
 4% of the population receive water > 8 hrs/day
 33% receive water > 4 hrs/day
 42% receive water for just 3 hrs/day
 21% receive water < 3 hrs/day (often only 1 hr)

7. Observations made in Chennai
and Kochi where I.S are the norm
 Overall shortage of water
 Insufficient pressures
◦ many areas had zero pressure
 Inequitable distribution of the available water
 Very short duration of supply
◦ West Kochi, supply for 2 hours a day (irregular)
◦ Outskirts of Madras, supply for 1 hour each day

16. ELECTRICITY PROBLEM IN
INDIA
Most of the power is either thermal generated or hydel generated very small
section of electricity is generated by wind. About 65% of electricity is
produced by thermal power plants generating electricity by coal cannot be for
very long time as it is the non renewable sources of energy. Every sector and
every equipments need energy for its working if we can decrease even a single
area of energy consumption by using some alternative use or by using new
technology then we can save great percentage of electricity. .
Each and every household consume hundreds of kilowatts electricity, for
running its equipments.
And major part of electricity is also consumed while washing clothes be it
individual house hold, or hotels hospitals etc…The country's annual energy
production increased from about 190 billion kWh in 1986 to more than 837
billion kWh in 2010
India is 5 largest consumer of electricity.

17. Poverty Line Wash Line Air Line

18. 2010:12

20. 2010:12

21. 2010 2050

22. 2010 2050

23. 2010 2050

24. 2010 2050

25. 2010 12
2010 22

26. 2010 12
2010 14

27. WHAT IS WASHING MACHINE?
A washing machine (laundry machine, clothes
washer, or washer) is a machine designed to wash
laundry, such as clothing, towels and sheets. The term is
mostly applied only to machines that use water as the
primary cleaning solution, as opposed to dry cleaning
(which uses alternative cleaning fluids, and is performed by
specialist businesses) or even ultrasonic cleaners.

28. BRIEF HISTORY ON WASHING
MACHINE
BRIEF HISTORY ON WASHING MACHINE

29. The Vision
In a planet where water is gold, each drop of it
is precious. And any idea that calls for being the
savior of this form of „liquid gold‟ is always
welcome. One such invention that is coming up
is Xeros's eco-friendly washing machine that
saves upto 90% water. They plan to achieve this
by using nylon beads that tumble wash clothes
using 90% less water as well as less detergent
as compared to conventional washing
machines.

30. The Reason
The clothes are to be dampened before loading them into
the machine with nylon beads as cleaning agents. These beads
can be later removed and used repeatedly further reducing
the amount of detergent and electricity used by the machine.
Representative at Xeros say that with this invention, they will
be able to reduce carbon dioxide emissions. The company
also claims that it will be able to save up to 1.2 billion tons of
water each year.
Although the Xeros polymer cleaning process can be applied
both to domestic and commercial sectors, the company is
presently working to develop a commercial laundry system
designed to wash up to 20 kg per cycle.

31. The Product
Xeros machines achieve their objectives by using small nylon beads
which eliminate the stains off the clothes by locking them into the
molecular structure of the polymer. The reason for saving electricity and
detergent is the fact that the beads can be used for up to hundreds of
washes and can be later recycled.
The technology that led to the prototyping of this invention is the
brainchild of chemistry textiles professor Stephen Burkinshaw who
carried the research over a period of 30 years at Leeds University and
has also been used by the Cambridge Consultants for a concept washing
machine. After testing the product for more than three years, Kansas
City based GreenEarth cleaning is in agreement with Xeros to market
the product in North America in 2010. Xeros is now waiting to hit the
market with its invention in a £50 billion laundry market.

32. Words on the invention
Bill Westwater, Chief Executive, Xeros-”Our ambition is to be a bit like Dyson.
As long as the technology delivers the advantages we think it is going to this
might become the new technology platform for laundry.”
“This is an exciting time in our plan to offer the world a greener washing system
and gives us an impressive location to demonstrate the technology to potential
partners.”
“Once our reputation is established and the technology proven we will hopefully
be able to produce machines for homes.”
Claire Cunningham, spokesperson for the government-backed Technology
Strategy Board -
“Xeros had an interesting and innovative product and the environmental and
financial savings were of particular interest when it was selected to take
part, along with the 18 other British cleansing technology companies, in the Clean
and Cool trade mission.”

33. The View
Although the invention is still in developmental stage, it is
through the prototyping stages. The company aims to launch
the product by the end of this year. The first sector that will
be targeted is the commercial sector comprising of hotels,
laundries and care homes. Later on, the domestic sector shall
be ventured into. Though the people still await the launch of
the invention, it sure is a noble and intriguing invention that
will turn a lot many heads. And it sure is going to make
people to ponder over the preciousness of our natural
resources.

34. FEATURES:-
ABILITY TO ATTRACT THE CUSTOMERS:-
Any company who launch the product in the market will
have intension in the mind that it should be of “Customer
Oriented” Far which it needs to do following things like
Research & Development, Survey & so on.
90% WATER SAVING ABILITY:-
In today‟s era, the product along with normal feature &
function should also have some extra features which makes
customer need to buy a product. Likewise, our product has
the extra benefit of “Saving water” which is an important
factor in an organization & also useful for the betterment of
economy. Biggest advantage of product is the “WATER
SAVING”. Save water, save life !!

35. SAVES ELECTRICITY:-
In India, where daily in some states they face the problem of power cut. For them it is
beneficial. As it saves electricity & in same way it is also benefits to other countries
also who faces the same problems.
INNOVATIVE:-
Due to improvement or drastic change in science & technology made the world think
innovative which is something very unique which makes the product more better in
market & it can also helps in increasing the sales of the company & likely the
contribution to the economy.
REASONABLE COST:-
The cost of the product suits the quality & the price requirement of the customers. It
viable for all class of people.
SAFE IN USE:-
The additional features of the product are that it is safe to use but leads to problem
when it is used casually.
ECO-FRIENDLY:-
As our product saves water which is most important need of the people & also saves
time & less efforts are required to use it. So it is said as Eco-Friendly.

36. The waterless washing machine
Context
- New patented ‘nylon beads’ technology saves 90% water and 30% electricity
¤ R&D partnership with University of
Leeds (UK)
¤ Currently in stealth mode
Key product features
¤ No dryer unit required
¤ 90% less water
¤ 30% less electricity
¤ Uses patented nylon beads – stains
get attracted and get diffused in
nylon beads, beads are recycled
¤ Currently in prototype, first product
available in end of 2010
Note: See appendix for details on how the Xeros washer works

37. Customers
Context
- Commercial cleaners & hotels will derive most benefit from Xeros’ offering
Xeros Value
proposition
Value drivers à
CustomerSegments
Note: Quantification of these value drivers and market size for each segment done later in pricing and value creation section
Commercial cleaners = professional dry cleaners who have significant volume of regular laundry cleaning

38. Competitors
Context
- Key direct competitors are traditional washer/dryers and ‘air washers’
Primary Competition Secondary Competition
Traditional Natural Air
Air washers Dry Cleaning
Washer/Dryer drying
• Mature technology • New technology • Mature technology • Very low
• Many strong • Uses recycled • High quality total cost
companies water • Preserves delicate
• Huge market share • Can be used for fabric
Advantages • Established delicate washing
channels and
manufacturing
process
• Significant Energy • Uses ozone • Expensive • Time
consumption and • Only removes bio- • Need special skills consuming
water usage (~30% degradable stains and equipments • Low quality
Disadvantages
of utility bill) • Newer unproven • Use of abrasive
technology chemicals

39. Collaborators/Channels
Context
- Xeros should partner with some existing players like GE in both segments
Motivation /
Decision Drivers
Distribution
Production Branding Promotion • Startup company needs
Channels
good cash flow to sustain
License Brand as Use Direct Sales Existing retail (e.g. • Xeros’ patent is on nylon
technology for ‘XEROS’ Force for Sears) and online beads technology, it can
Commercial production to washer promotion (Amazon) channels take advantage of GE’s
product established commercial expertise in production
player like GE outlets and distribution
• Xeros needs to maintain its
License Brand as Let GE take care Existing retail (e.g. brand recognition as
technology for GE washer of promotion Sears) and online innovation leader in
production to + ‘Powered (Amazon) channels commercial segment
Residential
product established by XEROS’ • Residential customers are
player like GE very fragmented and need
a wide distribution network
– requires deep pockets
• For commercial space,
This project is pricing only for the commercial washer product (not
Xeros’ sales force is in best
residential product) and will cover pricing for (1) washer unit (2) position to demonstrate the
nylon beads refills (3) service contracts new technology and value
proposition
Note: The collaboration assumes that the license agreement drafted between GE and Xeros take care of no-compete clauses and
restricts the freedom of use for certain allowed fields only (e.g. commercial, residential etc..)

40. Pricing strategy pyramid
- Framework used for pricing the new washer units + beads
Price
Level
Product value
Pricing
Policy
Cash flow, Market Share
Value Communication
Economic Benefit, Positioning
Price Structure
Bundling, Fencing, Services
Value Creation
Economic Value, Offering Design, Segmentation

41. Value Creation
- Savings come from lower operational costs, space reduction & lack of dryer unit
Space savings Total value
Operational Dryer machine creation
cost reduction + due to lack of
dryer
+ Savings = (relative to current
costs for customer)
Conventional Xeros
cleaning cleaning

42. Value Creation
- The highest value add from Xeros’ washer is in Hotels segment
Commercial Hopitals Hotels
Loads Loads Loads
Weight (lbs) 10,000,000 Weight (lbs) 15,000,000 Weight (lbs) 5,000,000
/ Weight/load 150 / Weight/load 150 / Weight/load 150
= Annual Loads 66,667 = Annual Loads 100,000 = Annual Loads 33,333
Operational Savings Operational Savings Operational Savings
Labor 2.50 Labor 2.50 Labor 2.50
+ Water 0.10 + Water 0.10 + Water 0.10
+ Electricty 0.10 + Electricty 0.10 + Electricty 0.10
+ Detergent 0.25 + Detergent 0.25 + Detergent 0.25
- Beads (0.40) - Beads (0.40) - Beads (0.40)
= VC/load 2.55 = VC/load 2.55 = VC/load 2.55
Value created by
* Annual Loads 66,667 * Annual Loads 100,000 * Annual Loads 33,333
Xeros washer is
= Savings $ 170,001 = Savings $ 255,000 = Savings $ 84,999
in addition to the
savings from not
Space savings Space savings Space savings
Laundry (sq ft) 1000 Laundry (sq ft) 3000 Laundry (sq ft) 2000
buying the dryer
* Annual Rent $36 * Annual Rent $12 * Annual Rent $24 units
* Utilization 25% * Utilization 80% * Utilization 80%
= Savings $ 9,000 = Savings $ 28,800 = Savings $ 38,400
Savings Savings Savings
Operational 170,001 Operational 255,000 Operational 84,999 Dryer
+ Space 9,000 + Space 28,800 + Space 38,400 machine
= Net Savings $ 179,001 = Net Savings $ 283,800 = Net Savings $ 123,399 + Savings
/ # Machines 30 / # Machines 30 / # Machines 10
= Value Created $ 5,967 = Value Created $ 9,460 = Value Created $ 12,340
(~$15K)
Note: Refer to appendix for more details on calculations, data sources and assumptions

43. Price Structure
- Revenue will come from washer unit, beads and service are secondary sources
Washer unit Beads Service
Beads will be sold at 10 % Pricing based on industry
Washer machine unit will be margin per load – sold in 20 benchmark for conventional
priced as per value provided pound packs washing systems – 10-20%
to customer - see next machine of sale price
section for price level Cost to customer = 40 cents
(20 cents manufacturing cost + A contract agreement based
Fences could potentially be 10cents for distributors + 10 on hours of operation,
created for Hospital cents margin) would be an additional tool
segments by creating some in endorsing product quality
product differentiation (e.g. For higher bead profits,
anti-bacterial lining for warranty could be written such SLA structured to deliver
washers etc..) – phase 2 that Xeros beads are used service within promised
exclusively period of request

44. Value Communication Method
- Use Direct Sales Force to communicate differentiation and value
Customer Economic Value Comparison Value Based Model
• Create a customer economic value comparison • Create customizable value model software that
sheet for primary competition. takes basic data from buyer as input and
• Include top differentiating value drivers – water calculates net savings specific to customer.
electricity, space and time. • Include inputs such as area used, operation
hours, labor, machine utilization & throughput.
• Calculate cost savings, new throughput, labor
savings, reduced space requirements etc.
- Communicate Economic Value
- Use Direct Sales medium
Address concerns about New Product Other Promotional Material
and Switching Costs • Product demonstration video
• Expert opinions from industry analysts such as • Reports on impact of current processes on
JD Powers in form of reports and videos environment.
• Customer testimonials • Product warranty
• Demonstration videos focusing on simplicity of • Reference prices from all other alternative
use in washing and bead removal. washing products.
• Offer free installation and trials

45. Pricing Policy
- Manage Cash flow and generate long term customers
Objectives Tactics
Manage cash flow Give discounts for non-credit purchases (i.e.
effectively encourage shorter A/R period)
Allow for volume discounts for big accounts (this is
required to manage customer expectations and can
Win large volume also be used as case studies for other customers)
from big accounts
Appropriately incentivize sales force to target big
accounts and give them 10% pricing flexibility
Bundle annual supply of beads (discounted price) with
Promote beads sales initial sale of washer unit
with initial product Maintain 10% margin on beads sales later, once the
customer is locked in

46. Price Timing Graph
- Start with skimming and then move to penetration pricing
Price
$34K
$32K
$25-28K
Skimming Penetration Patent Expiry Time

47. Price Timing
- Start with skimming and then move to penetration pricing
Skimming Penetration Patent Expiry
• Differentiated Product • Price reduction to increase • Price on par with
• Convey Long term value adoption rates commercial washers
• Build Brand Image • Motivate volume purchases • Value to customer = No
• Guard against competition • Increase Market Share need for dryer
• Consumer feedback and • Build Service revenue • Launch non-commercial
buzz stream model for residential market
$34K $32K $25-28K

48. PROBLEM WHAT PEOPLE
MAY THINK OF REEGARDING
THIS TECHNOLOGY
•COST
•NYLON BEADS
•GENERAL THINKING WILL CLOTHES WILL
BE WASHED WITHOUT USING WATER.
•SERVICE AVAILABILITY IN INDIA.

49. SUGGESTIONS
•Cost should be such that can be affordable by each &
everyone.
•For making product available to people technology
need to be developed.
•One most important thing is “awareness level”. It
needs to be increased in daily life.
•For increasing the awareness level it needs to be
marketed properly by which consumption can be done.
•Continuously innovate & come out with product
variations across categories to meet the expectations of
a varied class of customers.
•Need to improve productivity & efficiency.

50. 19
Illustration of
washing
process using
Xeros washer

51. BIBLOGRAPHY
Magazines/ journals/newspaper
Business world
Business today
New inventions
Websites
www.xerosltd.com
www.wikipedia.org
http://news.cnet.com/8301-17938_105-10262347-1.html
http://www.americandrycleaner.com/article.cfm?articleID=17928
www.youtube.com

52. THANK YOU

53. ANY
QUERIES??