Profile: Scientist-turned-entrepreneur gives water back its sparkle
May 14, 2009
By Bonolo Modise
A Cape Town-based company run by a molecular geneticist-turned-businesswoman believes it has a chemical-free and environmentally safe solution for purifying all kinds of water - from water in taps to pools and fish ponds.
Ronelle Roth, the managing director of Eco Water Solutions (EWS), started the company with her husband, John, a mere five months ago, with the aim of distributing a product called the e-clear system to households and commercial firms.
"E-clear was developed 22 years ago by Dave Peters, whose aim was to develop a water-cleaning solution that uses no chemicals," says Roth. "The product finally received an international patent in 2003, but when Dave tried to introduce the product to the local market with no success, he packed and went overseas."
Following the departure of Peters, Roth and her husband decided to relaunch the product locally and show its value to consumers. "
"We had a handshake agreement with Dave to become his official distributors to the South African market, since he handles the manufacturing and production side," she says.
"Breaking into the market was tough, but we persevered," she explains. "People often ask if our system is like the Ozone water cleaning system and we have to clarify the misconceptions."
She says that while the ozone water cleaning system reduces bacteria water, e-clear breaks down the molecules to produce oxidisers that add oxygen to the water. "If you don't have oxygen in your water, the water gets dirty. Although chlorine puts oxygen into water, it produces disinfection by-products, which research proves can cause cancer and pollute the environment."
The e-clear system is fully automated with an on-off switch for convenience.
It uses electronic oxidation to provide the chemical-free disinfection of water.
"The systems can be installed to clean up to 10 million litres of water - the size of a small lake," Roth explains. "We can also customise the unit to suit the purpose for which the water is being used."
She gives an example of a pool that EWS had to fit with e-clear for Virgin Active's flagship health club in Cape Town. "The idea is that because there are so many people using the pool in the gym, we can add extra oxygen electrodes to increase the oxygen in the water."
In essence, the people are swimming in an oxygen pool that creates healthier water.
More than 10 000 e-clear units have been sold under Peters' firm in 22 countries, and Roth hopes more will be sold locally. EWS sells the systems for about R11 000, depending on the size of the installation.
"Most clients order on line," says Roth. "We are doing pilot programmes with clients such as the Southern Sun and the Cullinan Hotel. The Radisson Hotel has had the system running for the last couple of years in their hydrotherapy pool."
EWS's focus is to provide safe eco-friendly water that is free of chemicals. "Our water systems provide cleaner water than municipal water and our pool water complies with international standards for bottled drinking water," Roth says.
Top 5 mistakes that business owners make
1. Cash flow: Entrepreneurs forget to ensure they have enough money to sustain the business in the early stages.
2. Confidence: They lack confidence to take their product and sell it to the market.
3. Etiquette: They forget to have good business etiquette, thus not pleasing their clients.
4. Organisational skills: They have poor time management.
5. Quality service: They don't provide the best service, which is what builds trust between you and your clients.
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