Market Assessment

The world faces water challenges

Water, the “blood of the earth” is essential for life itself
1.1 billion people lack access to adequate clean water.
Diarrheal diseases are the 6th highest cause of mortality
A child dies every 8 seconds from drinking contaminated water
Public water distribution systems are broken, contaminated, and require expensive repairs
An urgent need exists for new filtration products for the removal of new industrial contaminants from drinking water
Rapid population growth outstrips government ability to build new treatment facilities.
Point of Use filtration is the only logical answer to these facts.

New Worldwide Demand

A Growing middle class and consumer concern for quality of water exists in Asian markets:
- 400 million in China
- 200 million in India
India & China offer the most potential for initial sales with their burgeoning middle class

Military Issues

Safe water is critical to maintaining soldier effectiveness
Worldwide military needs and is seeking new disinfection solutions as the current technology uses bad tasting chemicals; it is ineffective and foul tasting
NATO countries have approx. 4 million active duty forces
US is 1.4 million active forces, India 3.7 million forces
China: 7 + million forces, South Korea: 5.2 million forces
15% of total, are assumed to be front line troops in need of safe water solutions
Platoon size units are required
Personal hydration purification is being sought by US & NATO forces
Military forces are increasingly involved in disaster relief operations worldwide forcing them to provide water to displaced persons

Government supplied water after a natural disaster is a critical and growing segment after Katrina, 2004 Tsunami, and Myanmar
US Department of Homeland Security (DHS) has stockpiled millions of gallons of bottled water, over 1 million portable POU units, as well as mobile trailers
Over 40,000 nongovernment organizations (NGOs) participate in international operations - disaster and service related
The initial need is to support staff and volunteer personnel, we seek keep the rescuers healthy, to be able to assist those displaced by the disaster.

Seldon have the solution

Global opportunity of over $300 million for initial point of use, and mobile products in target markets.
The Asia markets are large, fragmented and assessable for rapid market penetration.
In the Asia markets, safe water is a need, a necessity; which equals motivated customers.
Seldon targets aging infrastructure and wells which are creating unsafe water conditions in target markets
Seldon filtration products are simple; simply “plug and use”; they are easy to maintain and understand
Seldon products target the growing middle class in Asia; offering the customer new filtration technology to replace existing systems.
Seldon outperforms existing technology such as reverse osmosis(RO) + Ultraviolet light (UV) product combinations, which are sub-optimized and complicated
Seldon disinfection offers the customer an alternative to UV, with targeted infiltration of specific contaminants: virus, bacteria, cysts and spores, which cause illness and death.

Seldon targets point of use (POU) purifiers for individual soldiers with the WaterStick; and platoon size with the WaterBox. Both are focused, field tested and less expensive than competitive systems.
The existing competitive products use ultraviolet light to purify; these systems are not robust enough for hard use in harsh environments. They break easily and are difficult to maintain.
Seldon POU systems are simple to use in the field
Individual purifier competitive products are based on the use of chemicals. They produce water unattractive to the use due to bad taste and odor of the water.
The real market advantage is that Seldon produces great tasting water, which the troops enjoy drinking, thus they remain hydrated and effective.

Companies providing shelter solutions following disasters are a logical target customer for Seldon products.
The disaster relief segment is growing in China, India and other target markets as a result of recent large national disasters.
Seldon’s distributor network is uniquely positioned to pursue sales opportunities in India, and China because Seldon products were specifically designed for mobile use in rough conditions.
Seldon’s Chinese military distributor has added a solar powered option to the WaterBox solution which will be offered in other countries as well in the future. This solar option is seen as an important product enhancement for disaster relief sales.