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    Date submitted
  • 28-Oct-2017

Swoozle, LLC

Abstract

Swoozle makes nontoxic multipurpose cleaning supplies for industrial facilities and consumers in RTP. Our early adopters markets are businesses that use cleaning and disinfecting supplies heavily and require only an EPA and FIFRA certification of their products at the most, such as maid services, hotels, hospitals, yoga studios and gyms. Profit from these sales will be used for EPA and other certifications that will allow Swoozle to expand to spas, massage salons, breweries, cafes and restaurants. The main active ingredient in Swoozle is hypochlorous acid (HOCl) - a weak acid with a ph of human body that kills 99.9% of bacteria, viruses, fungi and mold. Swoozle is highly effective yet not damaging to skin, eyes, or mucous surfaces. Our end goal would be to expand to large consumers, such as farms, food processing factories, universities and hospitals.

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Additional Questions

Who is your customer?

68% of women in North America are in charge of cleaning the households. Supplies managers for companies, however can be male or female with almost equal probability. Thus, our customers are both male and female. Females tend to care about the natural components of the product as well as its low environmental footprint. Males mostly care about the efficiency, stick with the trusted brands and rarely read the label. Thus, our customers are mostly female. They are more likely to research the nontoxic products and make a change to a newer, but safer brand afterwards. Most college graduates don’t question global warming and attempt to opt for eco-friendly options for their cleaning supplies, so our target audience has at least some college education. They also live in a city vs. the suburbs as people in the suburbs are harder to reach and advertise to as well as may resist change despite the low cost of the product. Race and descent of our customers does not matter greatly, however according to statista.com, Latina consumers in the US are 30% more inclined to seek for disinfectant properties in their cleaning supply.

What problem does this idea/product solve or what market need does it serve?

Our early adopter markets are businesses that use cleaning and disinfecting supplies heavily and require only an EPA and FIFRA certification of their products at the most, such as maid services, hotels, hospitals, yoga studios and gyms. Profit from these sales will be used for EPA and other certifications that will allow Swoozle to expand to spas, massage salons, breweries, cafes and restaurants. The main problem that all of the institutions above have is – making sure that the cleaning supply they use is effective, affordable and satisfying industry standards. According to Environmental Working Group, the most popular cleaners and disinfectants on the US market, such as Clorox, Mr Clean, Green Works, and Seven Generation rate “D”, or “unsafe”, posing such threats as “toxic waste”, “asthma/respiratory/skin allergies” and “irritation”. On top of that, most of the conventional cleaning supplies have a strong repulsive smell of bleach or chlorine. Our end goal would be to expand to large consumers, such as farms, food processing factories, universities and hospitals, which have similar problems to our early adopters market, however they require more certification (Medicaid, Medicare, MSC). Nurses currently use highly toxic cancerogenic substances, such as Cavecide to clean operating rooms. They require the cleaning personnel to get fully gowned up including a respirator before even opening the bottle. With Swoozle, the operating rooms and equipment inside can be cleaned while the patient is inside the operating room. The level of sterility and safety of our product holds to a much higher standard.

What attributes will make this idea/product successful? Why do you believe that those features will create success?

Swoozle eliminates problems users have with conventional cleaning supplies without compromising efficiency. The main ingredient of Swoozle, hypochlorous acid (HOCl) is naturally produced by our bodies to fight infection. Robert Koch, German microbiologist demonstrated the effectiveness of hypochlorous acid as a surface disinfectant in food industry, for hospitals sanitary applications, and as a treatment for water systems. Hypochlorous acid has also been a proven wound care agent since WWII. It is 120 times more effective at killing pathogens than hypochlorite, the major bleach constituent. FDA report for the meeting of the plastic surgery devices advisory panel highlights effectiveness of HOCl for wound wash and sunburns. This is a testimonial for its neutral, even healing effects to skin and strong disinfectant properties. The amount of chlorine in Swoozle is 0.01-0.05%, 5000-1000 less than in conventional disinfectants. It is neutral to skin, eyes and mucous surfaces ( ph = 7+-0.5), and kills 99.9% of harmful viruses and bacteria including influenza, flu, E.coli, salmonella, HIV, fungi, mold. Our competitors (Clorox, Lysol, Seventh Gneneration, Mr Clean, Green Works) have ph = 13, which irritates skin and eyes and pollutes the environment killing living organisms and useful bacteria. No hazardous materials are used during Swoozle production. Swoozle is odorless, colorless, leaves no residue and does not require wiping or rinsing off.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

We are in the process of consulting lawyers to patent our technology (dates TBD) and certify Swozle with EPA as a safe and effective cleaning supply (by January 2018). After that has been accomplished, there is legal protection of our technology from being stolen and replicated, and backing of our claims being true. We will educate our early adopters on the competitive advantages of Swoozle and offer orders in bulk. Once there is enough profit to expand scale production up, we will seek FDA certification and open the doors for early majority customers of our target market. To acquire more visibility, going to continue offering Swoozle online and will also start selling at Morriseville Farmer's Market. Working mothers with higher education that have children are our target audience in the consumer market. The majority of people living in Morriseville work in RTP and fit our target demographic.