sales support manual · danfoss semco has approximately 80 employees, with various backgrounds and...

SALES SUPPORT MANUAL

SEM-SAFE® HIGH-PRESSURE WATER MIST FIRE FIGHTING SYSTEM

FOR INDUSTRIAL AND COMMERCIAL APPLICATIONS

MAY 2016 REV. 3

1

Introduction

2

Company Profile

3

Product and Technology Description

4

High-Pressure Water Mist Competitors

5

Where to Play and Why

6

7

8

9

10

FOREWORD MAY 2016 REV. 3 PAGE 1

Foreword

This manual has been developed as a sales support tool for our partners across Europe. Our intention is to

update this manual on a regular basis to enable us and our partners to keep pace with the market changes that

have an impact on us all.

We would appreciate your feedback and your contribution to future revisions.

COPYRIGHT/CONFIDENTIALITY STATEMENT

The following statement will form part of the Danfoss Semco’s Sales Support Manual:

“The information contained within this manual is confidential and its content must not be communicated to

any third party. Failure to keep the content of this manual confidential may result in a disciplinary action.

No part of this manual may be reproduced or transmitted in any form, or by any means, electronic or

mechanical, including photocopying, scanning, recording, or other information storage and retrieval systems,

for any purpose, without the express written permission of Danfoss Semco A/S. “

© 2016 Danfoss Semco A/S. All rights reserved.

Chapter 1

Introduction

INTRODUCTION MAY 2016 REV. 3 PAGE 3

1. Introduction

Danfoss Semco has for many years strived to provide both our Partners and end users with innovative and

high quality products and solutions. We have put our emphasis on the technical aspects of our business and

used our Design Manual as our primary training and documentation tool.

In line with our aspirations of being one of the top players in the water mist market, there is a strong need to

be equally skilled in the sales process and the commercial aspects of our business. This Sales Support

Manual will provide you with an overview of products, markets, competitors and sales tools. Combined with

your local understanding and knowledge, we hope it will make your sales efforts more successful. Our

objective is for the manual to be used by both experienced sales representatives as a reference tool, but also

for new sales representatives to become familiar with our products and the sales process faster and thus

becoming more successful.

When facing increased competition it is of paramount importance that we understand the customers better

than our competitors, and can create more value for the customers.

In this third revision of the Sales Support Manual we have updated all chapters based on your feedback and

our additional experience from our Annual Partner Seminars. We have also added several new sales tools to

help you understand the competitive situation better and new sales kits such as Hospital, Hotel and Data

Centers.

Chapter 2

Company Profile

COMPANY PROFILE MAY 2016 REV. 3 PAGE 5

2 Company Profile

2.1. History

Danfoss Semco is one of the global leaders in the sales, development, production and service/commissioning

of certified fixed fire fighting systems. The company was formed in 2006 when two leading firms in the

field, Danfoss A/S and Semco Maritime A/S, joined forces to form the present company, Danfoss Semco.

Initially our company was based on Semco Maritime’s fire division. This division of Semco Maritime has

pioneered the use of high-pressure water mist systems from the very beginning, and has extensive experience

in the design and installation of fixed fire fighting systems. Over the same period, Danfoss has cemented its

position as one of the world’s leading developers and manufacturers of nozzles, high-pressure pumps and

valves, and has been Semco Maritime’s preferred components supplier for years.

Over the past years, we have spent considerable resources on building our own technology and competences

and invested significantly in new approvals including VdS (OH1, OH2, flammable liquids, paint booth) and

FM (Light Hazard and data center).

Danfoss Semco is owned by C.W. Obel (holds 40% of the shares in Danfoss Semco) and Danfoss (holds

60% of the shares). Today Danfoss Semco is an integral part of the Danfoss Group, Denmark’s largest

industrial company with a daily output of more than 250,000 finished components, sales of 5,1 bn EUR and

more than 23,000 employees worldwide

2.2. Business Areas

Danfoss Semco has two main offices: Our office in Odense comprises all back up functions and

R&D. Our office in Wuquin, China comprises manufacturing of Pump Units for the Chinese land

market

Furthermore, we have sales offices in Beijing and Shanghai, China.

FIGURE 2.1. DANFOSS SEMCO LOCATIONS


There are four main business areas: Water Mist Land, Water Mist Marine, Gas and Foam (marine) and

Service

FIGURE 2.2. BUSINESS AREA BY TURNOVER

Within the industrial and commercial water mist business area (internally known as Water Mist Land),

Danfoss Semco has a successful track record across Europe and Asia with a wide range of different projects,

in both industrial, commercial and public buildings.

Within the water mist marine segment, Danfoss Semco has pushed the boundaries for development and

design and now offers a wide range of solutions for numerous application areas. We are the first company to

obtain full distance (spacing) to bulkhead and are spearheading the conversion from gas based systems to

water mist based systems, especially within the offshore segment.

Our gas and foam business area supplies fire fighting systems based on gas, foam and dry chemical powder

to the marine industry worldwide. This business area focuses on container ships, tankers, car carriers and

RO/RO ships. The division is the world’s premier low-pressure CO2 based fire fighting systems supplier for

the marine industry.

We have provided fire fighting systems for more than 2,500 vessels including the world’s largest container

ship, passenger vessel and car carrier.

Our after sales business area provides spare parts and commissioning/service worldwide to the marine

industry. Danfoss Semco is a service supplier approved by several classification societies and provides

valuable and cost-saving overviews at multiple levels. We provide unique, comprehensive documentation

accessible at any given moment anywhere in the world.


2.3. Our Ambition

Danfoss Semco and all our employees have begun a journey to transform the company and our identity from

a traditional workshop based culture to a modern industrial company. We aspire to be recognized as an

innovative and customer focused company that delivers quality products on time at a competitive price. We

want to be the No. 1 choice for both our partners and the customers (end users). To sum it all up we have

condensed our ambition to the following:

We aspire to be the recognised leader

in our focus segments

achieving high growth and sustainable profit

for Danfoss Semco and our Partners.

We strive to deliver the right, easy & safe

solution making us

the No. 1 choice

2.4. Our Organisation

Danfoss Semco has approximately 80 employees, with various backgrounds and skill sets - sales engineers,

sales managers, design engineers, projects managers etc. With their skills and knowledge combined, Danfoss

Semco is pushing the boundaries of high-tech fire fighting systems.

FIGURE 2.3. ORGANISATION CHART

Chapter 3

Product and Technology Description

PRODUCT AND TECHNOLOGY DESCRIPTION MAY 2016 REV .3 PAGE 9

3. Product and Technology Description

3.1. High-Pressure Water Mist Principle

High-pressure water mist systems operate by dispersing water at high-pressure through specially designed

nozzles. Water is forced through micro-nozzles or drilled nozzles to create a very fine mist that has a double

extinguishing effect: It cools the fire like a traditional sprinkler, but simultaneously also starves the fire of

oxygen like a gas system.

When water mist comes into contact with flames, it evaporates and expands approximately 1,700 times. Fire

extinguishing with water mist is achieved by a combination of:

Heat extraction from the fire

Oxygen reduction by steam smothering at the flame front

Blocking of radiant heat transfer

Cooling of combustibles

For a fire to survive, it relies on the presence of the three elements of the ‘fire triangle’: oxygen, heat and

combustible material. The removal of any one of these elements will extinguish a fire. A high-pressure water

mist system goes further than other technologies as it attacks two elements of the fire triangle: oxygen and

heat.

The very small droplets, in a high-pressure water mist system, quickly absorb so much energy that the

droplets will evaporate and transform from water to steam. This is due to the high surface area, relative to the

small mass of water. Each droplet will expand when being entrained into the fire and will deplete the oxygen

and combustible gasses halting the chemical chain reaction. You can find the Danfoss Semco fire triangle on

our Danfoss Semco YouTube channel (https://www.youtube.com/user/DanfossSemco).

FIGURE 3.1. FIRE TRIANGLE

https://www.youtube.com/user/DanfossSemco


A traditional sprinkler system spreads water droplets over a given area, which absorbs heat and therefore

cools the combustible materials. Due to their large size and relatively small surface, the main part of the

droplets will not absorb enough energy to evaporate, and they quickly form a pool on the floor. The result is

a limited cooling effect.

That’s why high-pressure water mist cools more efficiently per litre of water: Up to seven times better than a

traditional sprinkler system.

FIGURE 3.3. WATER MIST VS. TRADITIONAL SPRINKLERS

FIGURE 3.2. OXYGEN % BY VOLUME


3.2. The Danfoss Semco SEM-SAFE® system

Danfoss Semco designs, develops and manufactures high-pressure water mist systems for industrial and

commercial applications. The system is called SEM-SAFE®, which is a registered trademark of Danfoss

Semco. The first part of the name ‘SEM’ comes from the company name ‘Semco’. The second part of the

name “SAFE” refers to the function of the product, in this case a safety system.

The SEM-SAFE® high pressure water mist system comprises three main components:

1. A Pump Unit that takes the water from the public main or reservoir through the tank on the unit

through the high pressure pumps to the discharge manifold. The system pressure can range from 60-

130bar.

2. A number of section valves that divides the complete system into different sections depending on the

layout and design. The section valves can be operated manually or automatic (e.g. by solenoid or by

a motor).

3. A range of different nozzles designed to use the minimum water and power

FIGURE 3.4. SCHEMATIC DIAGRAM AND MAIN COMPONENTS


3.2.1 SEM-SAFE® Key Components

As one of the acknowledged pioneers of high-pressure water mist, Danfoss Semco has gained vast

experience from its many installations across the world. Danfoss Semco has direct access to its own

development and production of all three key components needed for a top performance and cost-effective

high-pressure water mist system: Nozzles, pumps and valves. All the products are made of first-class

materials and in a comprehensive tested design.

Specially Designed Water Mist Nozzles

The SEM-SAFE® water mist nozzles are based on two different

technologies.

One is the technology used in the unique Danfoss simplex micro nozzles

that has been a speciality for decades. Thanks to the special form of the

simplex micro nozzles, the water gains strong rotary motion in a swirl

chamber and is almost instantly transformed into a water mist that is

sprayed into the fire. The wide spray angle and the specially engineered

spray pattern of the Danfoss micro nozzles enables superior spacing. The

droplets formed in the micro nozzles are shaped under a pressure of approx.

100 bar and have a size of 10 to 50 micron.

In order to maintain its technology-leading position, Danfoss Semco has also

developed a new series of high-pressure water mist drilled nozzles. These

nozzles are based on a patented nozzle designs and method for generating

water mist. To enhance the process of turning water into mist, the holes

drilled in the nozzles are partly conical and partly cylindrical. The

positioning of the holes is designed to direct the water only towards the

places where the fire is, this way minimizing water consumption. The

patented method for the hole geometry in the nozzles allows larger spacing

and superior distribution of the water droplets, resulting in improved control

when extinghusing fires. Water is distributed through the drilled nozzle holes

at a pressure of 60-100 bar.

FIGURE 3.5. SIMPLEX MICRO

NOZZLE

FIGURE 3.6. DRILLED NOZZLE


Module Build Pump Unit Design

To ensure flexibility for fitting all systems and applications the Pump

Units are built on standard modules. Pump systems can utilise one or

more pump units connected through a discharge manifold to the water

mist system to meet any system design requirements. The pump system

can feed either automatic frangible glass bulb nozzles or open nozzles in

both "wet" and "dry" applications.

The system can be provided with diesel pump(s), electrical pump(s) or

both.

When the system is activated, only one pump will be started. For

systems incorporating multiple pumps, the pumps will be started

sequentially. Should the flow demand increase due to the operating of

more nozzles (automatic wet systems only); the additional pump(s) will automatically start. Only as many

pumps as are necessary to keep the flow and operating pressure constant with the system design will operate.

The high pressure water mist system remains activated until qualified staff or the fire brigade manually shut

off the system.

Intensive research has led to the creation of the world’s lightest, most efficient and most compact high-

pressure pump. The Danfoss pumps, used in Danfoss Semco systems, are multi-axial pumps made in

corrosion resistant stainless steel. The unique design uses water as a lubricant, meaning that routine servicing

and replacing lubricants are is not needed. The pump is protected by a range of international patents and is

widely used in various segments. The pumps offer up to 95% energy efficiency and very low pulsation, thus

reducing noise.

Diesel pump systems will activate all pump/pumps will all

be started simultaneous. The diesel unit will keep the water

flow and pressure constant at the calculated design level. If

the flow is to high the surplus flow will be let back to

reservoir or to drain. The high pressure water mist system

remains activated until qualified staff or the fire brigade

manually shut off the system.

The pump unit is a single combined skid mounted package

consisting of the necessary amounts of pumps, manifolds,

control panel and eventual tank on the unit.

FIGURE 3.7. UNIQUE PUMP

Figure 3.8. SEM-SAFE® PUMP UNIT


Corrosion proof section valves

Danfoss Semco high-pressure valves are made from stainless steel

and are highly corrosion-proof and dirt resistant. Section valves are

supplied to the water mist fire fighting system in order to separate the

individual fire sections and/or providing alarms to the fire alarm

panel.

Section valves manufactured of stainless steel (AISI 316) for each of

the sections to be protected are supplied for installation into the pipe

system. A complete range with multiple functionalities is available for

all types of systems.

The valve design makes them very compact, for easy installation and

operation.

FIGURE 3.9. SECTION VALVE


3.2.2 Building Types protected with SEM-SAFE® High-Pressure Water Mist System

From complex fire fighting systems for museums, heritage sites, data centres, hotels, office buildings and

universities to a variety of industrial buildings, Danfoss Semco has built a successful track record using the

SEM-SAFE®

high-pressure water mist system.

Health Care Facilities

Clinics, senior care centres, hospitals

Data Centres

Offices and Shopping Centres

Including restaurants and bars

Hotels and Housing

Educational Institutions

Schools, universities

Cultural Institutions and Archives

Libraries, museums, archives

Industrial buildings

Food processing factories , cable tunnels, power plants, industrial

production

Infrastructure

Metro stations, train stations, airports, underground card parks

Special construction

Old churches, towers, old theatre buildings, wood-rood buildings,

wind mills, city halls, parliament houses


3.3. Description of other Fire Fighting Technologies

Whilst the reader of this manual may have a good understanding and the knowledge of working with the

technologies listed below, this section is meant as an aid to those Partners that do not traditionally trade in

these different technologies. It is also useful for those Partners that have recently recruited new members of

staff with varying degrees of knowledge and who can be new to the industry.

The following types of fire systems have been selected as they are representative of the most commonly used

and accepted technologies that will be encountered in the market place.

3.3.1 Sprinkler Systems

A sprinkler system is an active fire fighting method, consisting of a water supply system, providing adequate

pressure and flow rate to a water distribution piping system, onto which fire sprinklers are connected.

Sprinkler systems are intended to either control the fire or to suppress the fire.

Control Mode Sprinklers are intended to control the heat release rate of the fire to prevent building

structure collapse, and pre-wet the surrounding combustibles to prevent fire spread. The fire is not

extinguished until the burning combustibles are exhausted or by some form of manual intervention.

Suppression Mode Sprinklers, formerly known as Early Suppression Fast Response sprinklers, are

intended to result in a sudden reduction of the heat release rate of the fire, followed by extinguishment, prior

to manual intervention.

There are a number of different types of systems for various types of applications which are available for use,

which include wet pipe systems, dry pipe systems and alternate pipe systems, to name but a few.

The flow rate varies considerably, but on average, the typical flow rate per nozzle is 60 litres per minute at a

typical spacing of 3.5m x 3.5m.

Installation is with malleable iron fittings and carbon steel pipe.

Some typical sprinkler applications are: Commercial & public buildings, hospitals, schools, hotels etc.

3.3.2 Low-Pressure Water Mist Systems

Low-pressure water mist is a low (0-12 bar) and intermediate (12-32 bar) pressure technology, using either a

frangible bulb for closed nozzles or open deluge nozzles. The nozzles produce a mixture of large and small

droplets, with the fewer larger droplets entraining the smaller droplets into the fire plume. The lighter

droplets are drawn into the combustion zone by thermal air currents.

The flow rate varies considerably, but on average, the typical flow rate per nozzle is 24 litres to 80 litres per

minute at a spacing that varies from 3m × 3m to 4m × 4m.

The water storage supply is similar to sprinklers, but unlike sprinklers a water mist system requires a

dedicated pump due to the pressures required by the nozzles.


There are a number of options on the market for this type of system, but all have a limited degree of

approvals as they have tended to be developed by smaller companies.

Installation traditionally was with, and in some cases still is, through using copper pipe with press fittings. It

has become more common to use plastic pipe, though consideration needs to be made with protecting voids

that the pipe runs through.

Some typical applications for low-pressure water mist are: Schools, hotels, data centres, achieves, turbines,

care homes, generators etc.

3.3.3 Inert Gas Systems

The combustion process requires oxygen to be present and the amount of oxygen present will determine the

ferocity of the burning process. Under normal atmospheric conditions the level of oxygen present constitutes

around 21% of the air that we breathe.

Inert gas systems operate by oxygen depletion and will continue to sustain life, though breathing does

become deeper. Typically, the oxygen level is dropped below 15% which stops the combustion process

through oxygen depletion. If the oxygen level drops below 10%, the system becomes hazardous and has to be

locked off, to prevent a discharge whilst anyone is in the room. Standard procedure is to empty the room

from occupants and then release the gas system.

These systems utilize naturally occurring gases, which can be used in a blended combination, or on their

own, to maximize effectiveness, whilst providing a greener option environmentally.

The inert gas system with the trade name “INERGEN” is the most common and extensively used and

recognized as an efficient and environmentally friendly agent because it consists of inert gases that are

occurring naturally in the atmosphere. These gases are a mix of nitrogen, argon and carbon dioxide and work

on the principle of oxygen depletion.

“INERGEN” is widely used as a gaseous fire suppression agent within the banking and finance industry as

well as for data centres. Mainly because it is known to be very effective, safe for life, and environmentally

friendly whilst providing excellent fire protection for normally occupied critical areas.

HFC-227, Heptafluoropropane, is commonly referred to as FM200, but this is a trade name and is

manufactured by Great Lakes Chemical Corp. DuPont also manufacture this agent under the trade name FE-

227, and other Fire Suppression Companies often brand this gas under different trade names. FM200, when

discharged, is a colourless and odourless liquid.

FM200 extinguishes a fire primarily through physically cooling a fire at the molecular level. The Heat

Absorption occurs when the agent changes from a liquid to a vapour during discharge. In addition, FM200

also disrupts the combustion chain reaction which aids in the extinguishment of a fire. FM200 belongs to the

same class of agents used in refrigeration and as such, is efficient at removing the thermal energy from the

fire to the extent that the combustion process cannot sustain its self.

There are typically two types of systems:


Pre-Engineered System – These are simple systems that operate within a predetermined set of criteria and

are a quick and simple way of designing and costing a small project. They do not require a set of hydraulic

flow calculations and they are a fast, easy means of designing systems minimizes the engineering effort

required to design an effective system.

As long as nozzle selection, pipe size and pipe length limitations are adhered to, hydraulic flow calculations

are not required.

Engineered System – These systems are designed in accordance with the manufacturers design manual and

require a hydraulic calculation to be completed to validate the design. Most manufacturers have developed

their own hydraulic calculation and design software, which they issue to agents or distributers on completion

of their initial training course.

Typically, Engineered Systems are more complicated with elaborate piping systems that operate within a less

restrictive set of criteria than what is approved by third party agencies. These systems are designed within the

basic parameters that are outlined in the design manual, and their performance is evaluated through the

hydraulic calculation software. Most of these programs can accurately determine the expected performance

of the system when it is discharged.

Although FM200 is considered to be non-toxic, the EPA (Environemntal Protection Agency) has established

the guidelines controlling the amount (concentration) of agent provided for the protection of an area. Based

on PBPK modelling, the EPA allows FM200 for use where people are normally present (normally occupied

spaces) up to concentration of 10.5% by volume with exposure limited to 5 minutes or less.

Some typical application areas for inert gas are: Data centres, archives, data rooms etc.


3.4. Selling Against Other Technologies

When you know which technology you are competing against, please refer to the sections below above for a

quick overview, if you are not familiar with the technology. Please also note that you will find many of the

arguments and pictures used in this section in our general brochures.

3.4.1 Selling Against Sprinkler Systems

Conventional sprinkler systems have been around since the early 1900’s and are a tried and tested technology

that is effective and proven on many occasions that work. We must recognise and always acknowledge that

conventional sprinkler systems are very reliable and protects against fires.

One of the most important shortfalls of the sprinkler system is the secondary damage and loss in the

aftermath of a fire. Deep soaking and widespread water damage, furnishing and fabric may be ruined by

“black water” and considerable clean-up and business downtime is typically the case. In contrast, the water

mist system uses significantly less water. In addition, the majority of the water evaporates, causing much less

water damage to buildings, furniture, electrical installations, etc.

Another benefit of the water mist technology and lower water use is the reduction in down-time. Although

this is frequently used as an argument in production, it is equally important in office space and housing as the

cost of relocation can be reduced. For industrial companies the excessive down time means a high risk of

losing market share, which often results in a dramatic long-term negative economic effect, far in excess of

the original fire damage.


Statistics show that only 4 out of 10 industries are able to start manufacturing again after a major fire. In

industrial applications, the dramatic reduction in direct damage is of great value, but it is usually even more

important that the production line or factory will be able to resume manufacturing very quickly after the fire.

The higher distance (spacing) between the SEM-SAFE® water mist nozzles, compared to conventional

sprinklers, dramatically reduces the numbers of nozzles, pipes and fittings (up to 60%) thus giving reduced

installation time as well as coordination time between other services such as lights, ventilation ducts, cable

trays, pipes for other services etc. Our 5.5 metre spacing under CEN OH1 ~0.91 lpm/m2 should be compared

to 3.5 m for conventional sprinklers. Furthermore, the reduced number of nozzles and pipes, and their small

sizes, increases architectural freedom and reduces the need for storage space during installation.

In both retrofit installations and new buildings, the small pipe dimensions and ease of handling - due to the

low weight of the pipes - have proved to be a major benefit, making installation up to 70% faster. For retrofit

projects, our small diameter pipes and fittings and light weight system can fit in between floor or ceiling

voids. Small pipe diameters also mean less structural impact with wall penetrations and load points.


The majority of bends can be made by hand, while press fittings are used on the larger pipes. This means that

there is no need to X-ray welds, nor any space problems related to flanges, etc.

When installed, the weight of the water mist pipes, including water, will typically be 85% less than a

traditional sprinkler system.


TABLE 3.1. VALUE SELLING ARGUMENTS AGAINST TRADITIONAL SPRINKLERS

Focus on these points Value to customer

Higher spacing

Lower water consumption

Less down time

Easy to handle and integrate

Smaller water reservoir

Lower weight (address structural issues in retrofit)

Easier and quicker installation

Less secondary damage (for instance water damage)

Less risk of using market shares

Easier and quicker installation

Fewer challenges in building design (space required)

Cheaper building design


3.4.2 Selling Against LPWM Systems

A low-pressure water mist (LPWM) system is a water mist system operating at maximum 12.1 bar pressure

(according to NFPA750). One of the advantages of a LPWM system is lower cost for the equipment, mainly

due to the possible use of plastic, copper and galvanized pipe work and fittings. Pumps are also cheaper.

A disadvantage compared to HPWM is that the LPWM system uses up to 60% more water and can

potentially cause higher water damage during system activation. Again our current 5.5 metre spacing under

CEN OH1 ~0.91 lpm/m2 should be compared to 3 - 4 m for LPWM systems. Furthermore the LPWM nozzle

heads are only tested to limited ceiling heights.

The higher distance (spacing) between the SEM-SAFE® water mist nozzle heads compared to LPWM

systems reduces the numbers of nozzles thus giving reduced installation time as well as coordination time

between other services such as lights, ventilation ducts, cable trays, pipes for other services etc.

For LPWM systems there is a lack of approvals in place with the various manufacturers.

Compared to HPWM systems larger dedicated water sources are required, though it will be less than what

would be required for conventional sprinkler systems.

By the use of plastic and copper pipe work, corrosion is eliminated for LPWM systems just as it would be in

the case for HPWM systems, using stainless steel pipe & fittings.


Higher spacing

Lower water consumption

Smaller water reservoir

No need for multiple booster pumps in high rise

buildings or large systems

Our VdS and FM approvals

Easier installation

Less secondary damage (e.g. water damage)

Fewer challenges in building design (space required)

Simpler system

No risk in approval of system

TABLE 3.2. VALUE SELLING ARGUMENTS AGAINST LPWM SYSTEMS


3.4.3 Selling Against Inert Gas Systems

A significant difference between the HPWM and gas technology is that the protected space requires that all

doors are closed and the ventilation stops, but it still requires pressure venting because of the pressure

increase during release. The result is a more complex control system with actuators etc. Remember to

highlight this to the customer.

Re-ignition of a fire suppressed by a gaseous system may easily occur, if the enclosure is not tight or doors to

the enclosure are opened. Or it can happen due to lack of proper cooling of the burning materials. As water

mist both cools and removes oxygen, the temperature is quickly cooled to normal, resulting in quicker fire

fighting and avoiding re-ignition. Water mist maintains a low temperature over time, whereas the

temperature decreases slower with a gas based system.

Further it must be noted as a sales argument for water mist systems, that all cylinder based gaseous system

are only a “one shot” system! This means that there is not a second chance, if the fire is not suppressed after

the first discharge.

The water mist system is ready to use shortly after a fire. There is no need to isolate the room or to fill up

cylinders, meaning that production will be ready to re-start activities faster, saving substantial costs. Stress

that by using your technology, the customer has much shorter down time.

Finally the pump unit takes up little space compared with cylinders.



Simpler design and installation

No extra installation for back-up systems

Quicker cooling

Space saving

Cost savings and safety (fewer things can go wrong)

Space saving cost saving

Less damage

Easier installation and cost savings

TABLE 3.3. VALUE SELLING ARGUMENTS AGAINST GAS SYSTEMS

3.5. Quick Overview of Strengths and Weaknesses for Each Technology

When you have identified the competing companies and technologies for a specific project, there are two

ways of preparing yourself for the sales presentation and negotiations to follow. First of all you need to

understand the strength and weaknesses of the different technologies. To help you we have prepared an

overview in the table below. Although this is only a brief overview, it will provide you with a general

insight.

The second area of preparation is that you need to understand exactly how the Danfoss Semco HPWM

solution compares with other technologies and water based competitors and how you can use this

information to improve your success rate. In the table below we have listed key strengths and weaknesses for

competition fire protection technologies. Although the applicability of these strengths and weaknesses differs

from country to country, we hope they can serve as guidelines.

Strengths Weaknesses

Gas Can be environmentally friendly

Low ozone impact (inert gas only)

Low post discharge clean-up costs

Low installation cost

Well recognized (approvals)

Long track record

Requires pressure venting

Cylinder storage – larger footprint

Refill costs

Cylinder weights

Some can be environmentally unfriendly

Requires room integrity

Maintenance cost

Sprinklers World-wide recognized approvals in place

Standards in place

Recognized worldwide technology

Water damage due to high flow rates

High cost post discharge clean-up

Space required for reservoir


Strengths Weaknesses

Equipment costs are low High maintenance costs

Special sprinklers and additional detection

for activation

Potential corrosion of pipe work and heavy

discoloration of water (black water)

Lower nozzle spacing

System weight

LPWM No structural constrains

Low equipment cost

Reduced water reservoir footprint (still larger

than HPWM)

Power consumption can be lower than other

technologies

Water damage due to high flow rates

Restricted height operations

Potential corrosion of pipe work and water

discoloration

HPWM High level of atomization

Small equipment footprint

Reduced water reservoir footprint

No corrosion of pipe work

Effective glass cooling

No structural constrains

Double extinguishing effect

Installation costs can be lower due to smaller

piping

No additional technology is necessary when

using HPWM system, which means lower

costs for maintenance and after sales services

Harmless to electrical equipment

Equipment costs can be higher, due to

higher quality materials used (for example

stainless steel for pipes)

The technology is not so well known

Power consumption can be higher

TABLE 3.4. TECHNOLOGY COMPARISON

Chapter 4

High-Pressure Water Mist Competitors

HP WATER MIST COMPETITORS DESCRIPTION MAY 2016 REV. 3 PAGE 28

4. High-Pressure Water Mist Competitors

Within the high-pressure water mist market, there are a number of companies that operate across the various

market segments. When looking at our focus segment “Commercial and Public Buildings”, our market share

and approvals in place, our main competitors within the European land based market are Marioff and Fogtec.

4.1. Marioff

Marioff is a provider of water mist fire protection systems for land and marine. Founded in 1985 and

headquartered in Vantaa, Finland. They were acquired by UTC (United Technologies – a large US based

conglomerate within the fire fighting business) in 2009. They currently employ 400 people worldwide and

have an approximate turnover of EUR 102Million with an EBIT of EUR 15Million. (Figures are from

Marioff 2014 Annual Report and may not reflect end user sales through subsidiaries or UTC sales offices).

Compared to Danfoss Semco figures, this figure includes pipes, hoses, installation etc.

Marioff has a global network of subsidiaries and distributors, providing installation and commissioning

assistance as well as service and maintenance backup. Marioff network of subsidiaries covers: Australia,

Austria, Azerbaijan, Bahrain, Brazil, Canada, Chile, China, Colombia, Czech Republic, Egypt, Estonia,

Finland, France, Germany, Greece, Hungary, Indonesia, Italy, Kuwait, Malaysia, Mexico, New Zealand,

Norway, Oman, Peru, Poland, Portugal, Qatar, Russia, Saudi Arabia, Singapore, Slovakia, Slovenia, South

Africa, South Korea, Spain, Sweden, Switzerland, The Netherlands, Turkey, Ukraine, United Arab Emirates,

United Kingdom, United States and Vietnam.

Within the land segment, Marioff covers almost all application areas including buildings (hotels, cultural

heritage sites, data centre, hospitals, prisons and detention centres, aircraft hangers, office buildings),

transportation (road tunnels, rolling stock, underground stations), and industry and energy (gas turbines, wind

turbines, diesel generators, steam turbines, manufacturing plant, cable tunnels).

Marioff is the market leader in both the land and marine segment. Their product called HI-FOG® was

launched in the early 1990s. Marioff promotes their high-pressure water mist system with the payoff:

“Protecting people, property and business continuity”.

Approvals

Marioff has carried out far more test than any other manufacturers and holds a vast amount of approvals and

certificates, both approvals by well-recognized approval bodies and project related fire tests. They have their

own accredited test facility which provides a great advantage in relation to the availability in making fire

tests and also towards customers and their perception of the company as a serious and important player.

Marioff also has many successful references in the market which shows high skills and know-how along with

well proven solutions.

Marketing

Marioff is very strong within marketing and has an abundance of technical specifications, brochures and

videos. Depending on the venue they will exhibit under their own name in a separate booth or will be part of


a larger UTC stand. As they were the pioneer within HPWM their brand “Hi-Fog” has become a synonym

for any water mist system”

Sales Channels

Marioff’s network of subsidiaries in their largest markets can give them an advantage in having only one

connecting link to the customer, resulting in easier access to market information. The use of subsidiaries can

give Marioff a cost advantage because mark up on mark up when using distributors often results in a more

expensive product. On the other hand, when using subsidiaries, Marioff is more vulnerable if they cannot

keep the manning in activity. In addition Marioff has no other products to cover their fixed costs.

Marioff requires that their partners purchase pipes and fittings from them – regardless of price. This gives the

partners less flexibility and can make Marioff less competitive due to high pipe and fitting prices.

Marioff acts very aggressively in the market. Strategically they drop prices in certain highly competitive

markets or projects for a period of time, meanwhile keeping high prices in markets with less competition.

This provides Marioff with the strength of keeping or entering attractive segments and keeping competitors

out. However, in general Marioff is known to have a superior behavior, meaning that Marioff strongly

believe that they hold the only “real” option on the market. Being the market leader – a strong no. 1 also

contributes to this attitude.

Recently Marioff has reduced or closed their subsidiaries and moved sales into the UTC organization. We

believe this will create an opportunity for Danfoss Semco and their partners as focus is drawn away from the

HPWM business.

System Components

Marioff has a stand-alone cylinder based Gas Pump Unit (GPU). One of their strong selling points is that the

stand alone system provide up to 150 lpm – but it is a one shot system. The footprint is also large when

covering protected area for 60 minutes. Marioff has also developed a smoke scrubbing system for IT rooms,

for removing corrosive gases and smoke. Although we state that smoke scrubbing is a general effect of water

mist, Marioff has developed a specific system where they put a plastic pipe in the floor that has nozzles in

and holes in the pipe. When the system operates, the nozzles in the pipe create a negative pressure, pulling

the mist from the room into the pipe.

Although the Danfoss Semco and Marioff systems are similar in design, there are a number of areas where

our system stands out. The three most important areas are: Pump Unit design, nozzle design, and spacing.

Marioff uses check valves at the nozzle head which can be an advantage during service but opposite it makes

it possible for unauthorized persons to remove nozzles without having system alarm. In addition, not having

the largest nozzle spacing in the market is a disadvantage as the installation and material will be more

expensive.

Marioff uses cut ring connections which can result in leakage problems; this is especially a problem in

connection with suspended ceilings where access to fittings is strongly limited.


Marioff’s electrical pump unit design is technically heavier; it contains more components e.g. gear boxes,

pneumatic driven pilot pump, water/dirt separator and oil lubricated piston pumps. The higher complexity

means higher risk of break down during operation and as access to the individual components is more

difficult, it also results in more expensive service.

The Marioff pump unit is approximately the same physical size and weight for the 6 pump unit. But when

more pumps are needed, our modular build up will allow us to use less space for the extra pumps, whereas

Marioff will need the double footprint – even if only one extra pump is needed.


Marioff’s Strengths in Short

Description of Strengths

COMPANY

Well-established company – First mover and strong relationship with authorities to influence

regulations and legislation according to their own needs to keep competitors out

Part of UTC (strong/financial resources)

Invest heavily in sales and business development

Very aggressive in the market; Strategically they drop prices in certain highly competitive markets or

projects for a period of time to keep competitors from entering. Meanwhile they keep high prices in

markets with less competition

They control a large part of the value chain (engineering design, sales, marketing, pipes and fitting

production and installation)

MARKETING

Strong focus on marketing which results in high quality technical specifications, brochures and videos

Their branding is very strong. “Hi-Fog” has almost become a synonym for any water mist system

They have one page data sheets on conducted tests

SALES CHANNELS

They use subsidiaries as sales channels in the largest markets – easier access to market information.

Recently they are also using UTC sales force

APPROVALS

Most approvals in market, both approvals by well-recognised approval bodies and project specific fire

tests

Own fire test facilities

Most successful references in market (high skills/Know-How/well-proved solutions)

SYSTEM COMPONENTS

Technical specifications for water mists systems are often done by Marioff which they proactively

makes advantage of by specifying unique systems that only Marioff can offer (keeps the competitors

out)

They use check valves at the nozzle head which can be an advantage during service

Their product range includes GPU and smoke scrubbing system

Their nozzle range include nozzles with low flow and high ceiling height

TABLE 4.1. DESCRIPTION OF STRENGHTS FOR MARIOFF


Marioff’s Weaknesses in Short

Description of Weaknesses

COMPANY

Part of UTC – an American company – that holds a top-down management, hereby giving Marioff less

flexibility. Top managements changed frequently resulting in no consistency in direction

Acts as no.1 and the only one in the market. Arrogant behaviour towards customers

SALES CHANNELS

They require partners to purchase pipes and fittings from them

SYSTEM COMPONENTS

Not the highest nozzle spacing in the market

Technically a more complex design; more components and gear boxes

Oil lubricated pumps – hence more maintenance

They use check valves which makes it possible for unauthorized persons to remove nozzles without

having system alarm

Uses cut ring connections which can result in leakage problems

TABLE 4.2. DESCRIPTION OF WEAKNESSES FOR MARIOFF


Strengths • Strong IPR - claim 1300 patents filed/ 700 granted

• Innovative product development/high perceived spend on R&D Strong

approvals

• Wide range of nozzles – sprinkler & deluge

• Pump units:

• Diesel (DPU)

• Electric (SPU/MSPU)

• Gas (GPU)

• Declining pressure cylinder system MAU

• Initial focus on marine but successfully entered land based market

Products/Markets • Pioneered commercialisation of HPWM in 1990s

• Strong positioning

• Hi-Fog brand

• Strong market share in land based applications

• Best in class reference list

• Lower prices for huge projects

• GPU

Weaknesses • Centralised design

• Difficult to integrate UTC

• UTC limit aggressive sales tactics

• Nozzle coverage less than CEN nozzle for OH1 application

• Higher cost for the pump unit

• Arrogant

• Departure of several employees and partners

Competitive

Position

• Market leader w/ dominant position/market share

Approvals Please refer to the competitor approval matrix (chapter 4.5)

TABLE 4.3. SUMMARY MARIOFF ANALYSIS


4.2. Fogtec

FOGTEC Brandschutz GmbH & Co. KG was founded in 1997 and unites the water mist businesses of

Lechler (nozzle manufacturer) and KAMAT (manufacturer of high pressure water systems). The main

shareholders of both companies also own shares in Fogtec. Fogtec is a provider of fixed and mobile high-

pressure water mist fire fighting equipment, and has headquarters in Cologne, Germany. They currently have

100 employees worldwide. Their sales are estimated to be around EUR 25Million. They have great difficulty

in making an acceptable profit after the Eurotunnel project in 2010 and 2011. EBT has been around EUR

0.1Million the past two years (2013+2014). In promoting their product, Fogtec uses the pay-off “The smarter

way of fire fighting”

Their route to market is via a network of sales office and distributors in Austria, France, South-East Asia,

Middle East and China. In Germany, Fogtec tend to deliver and also install the projects themselves (and not

via distributors) to the end clients.

For many years, Fogtec has had a strong focus on the tunnel and rail systems. Besides this, Fogtec also has

references in the industrial, public and commercial market in applications such as: Archives, libraries, cable

tunnels, clean rooms, machinery, control and wall cabinets, conveyer belts, engine test cells, flammable

liquid stores, gas turbines, IT areas, industrial fryers, metro stations, museums, public buildings, residential

homes, hotels, hospitals, transformers, and wind power plants.

Fogtec have numerous third party type approvals and also have a number of certificates for various

applications. In 2006 they completed the SOLIT 2 (Safety of Life in Tunnels) fire testing, which gives them

a strong position in this segment of the water mist market. Fogtec has VdS OH1 and OH3, flammable liquid

and FM machinery space approvals. Fogtec tend to make project specific fire tests – often out of their own

accredited test facilities IFAB.

Approvals

Fogtec is strong on patents; they hold 111 international patents or patent applications. For the time being they

choose to send in more applications compared to the competitors.

Fogtec has their own test facilities - Institute For Applied Fire Safety Research “IFAB” which is responsible

for the test facilities.

Fogtec has a wide range of references within most segments. One of their important references is the

EUROTUNNEL project.

Sales Channels

Fogtec has a strong network of sales offices.

System Components

Fogtec has smart nozzle socket. As sealing is on the nozzle, it is very easy to weld. It is also not a problem to

twist the nozzle into the socket, even in a case where a suspended ceiling allows no access from the side. (in

DS we have to add point welding against twisting and remove o-ring before welding). This gives Fogtec a


cost advantage in connection with installation. The disadvantage of the nozzle is that it does not provide the

largest spacing. In addition Fogtec has soft starter and phase failure as standard equipment on the pump unit.

Technical features such as manual operating switches on the control cabinet are standard for pumps and

jockey pumps. This enables the user to manually operate the pumps equipment in addition to enabling easier

filling of the system the by jockey pump.

Fogtec’s section valves are compressed air motorized valves which gives a big safety advantage, they are,

however, more expensive.

The Fogtec pump unit is normally constructed with separate water break tanks in plastic, so the pump unit

and the break tank will, all together, take up more space in the pump room. Fogtec also make use of oil

lubricated piston pumps which calls for more maintenance in comparison with water lubricated pumps like

the Danfoss Semco pump.

Fogtec’s strengths in short

Description of Strengths

COMPANY

Strong in their home market Germany

Specialists in the transportation and tunnel segment – their target segment

Handles all areas of tunnel projects themselves

Wide range of references within most segments

Important reference in EUROTUNNEL

SALES CHANNELS

Strong network of distributors – represented in many countries

APPROVALS

Strong on patents (they hold 111 international patents or patent applications. For the time being they

choose to send in more applications than the competitors)

Various project specific fire tests and third party approvals

Own test facilities

SYSTEM COMPONENTS

Smart nozzle socket – easy welding

Jockey pump has a manual operating switch on pump control panel which makes filling of system by

jockey pump simple

Section valves are compressed air motorized valves which gives a big safety advantage

TABLE 4.4. DESCRIPTION OF STRENGHTS FOR FOGTEC


Fogtec’s Weaknesses in Short

Description of Weaknesses

COMPANY

Relatively small company – may find difficulties to finance the extremely expensive full scale fire test

in order to obtain further certification and approvals – poor financial performance

APPROVALS

Not so many type approvals

TECHNICAL PERFORMANCE

Not the highest nozzle spacing in the market

Uses oil lubricated pumps – more maintenance

Large Pump unit footprint

Expensive section valves and pump unit

TABLE 4.5. DESCRIPTION OF WEAKNESSES FOR FOGTEC


Strengths • Wide range of nozzles – sprinkler & deluge

• Pump units:

• Diesel

• Electric

• Close working relationship with Lechler

• Declining pressure cylinder system

• New nozzles OH1/OH3 VDS approved

Products/Markets • Distributes via independent fire protection companies

• Strong references in the tunnel market.

• New VDS approvals

• Expertise in land based applications – witnessed fire tests

• Establish brand name & focus on brand development

• Proven technology

• Strong reference list

Weaknesses • Limited recognised land based approvals

• Limited nozzle coverage for OH applications

• Prices

• Pump unit (old design)


TABLE 4.6. SUMMARY FOGTEC ANALYSIS

4.3. Other Water Mist Competitors- Short Description

The product range of other water mist competitors also includes low pressure. Some of them offer both high

pressure and low pressure.

Minimax GmbH with its head office in Bad Oldesloe and a branch office in Bad Urach was founded in

1991. Minimax has a turnover of close to €1 billion and employs more than 6,000 people. 30 companies

worldwide are members of the Minimax group - in Europe, Eastern Europe, Asia, USA, South America and

the Middle East.

Since 1993, Minimax has developed and installed high-pressure and low-pressure water mist extinguishing

systems under the “Minifog” brand name with the payoff “Always a step ahead” for a wide range of

applications within marine and land.

The range of land applications for which the “Minifog EconAqua” (building protection) water mist sprinkler

system can be used is as defined in the VdS guidelines for sprinkler systems (VdS CEA 4001). These include

fire hazard classes LH, OH1 (which do not involve risks to production) and OH2 (only multi-storey car parks

and underground garages). Typical applications: Public buildings, care facilities, offices, railway stations and

underground garages.


The system approvals of VdS and FM include engine rooms and turbine enclosures and their auxiliaries as

defined in FM 5560, up to a volume of 2,430 m³ and a height of 13.5 m. (high-pressure water mist)


• FM approvals

• VDS approvals

Products/Markets • FM approvals

• VDS approvals

Weaknesses • No knowledge about water mist

• No communication internally

• Section valve size

• Econ aqua = sprinkler light


TABLE 4.7.SUMMARY MINIMAX ANALYSIS

Ultra Fog AB is located in Gothenburg, Sweden. As of December 13, 2010, Ultra Fog operates as a

subsidiary of the Italian fire protection company CATEF srl. The main activities are moved to Poland. There

are very few activities left in Sweden now.

Today Ultra Fog AB has less than 20 employees who are all working at the office in the north of Gothenburg

in Sweden. The turnover of Ultra Fog in 2014 rose dramatically to EUR 10Million due to large cruise ship

orders in Italy.

Ultra Fog AB cooperates with a number of distributors for industrial and commercial market in Germany,

Netherlands, Norway, Sweden, Taiwan, UK, USA, Philippines, Czech Republic, Korea, and Finland. In UK,

Italy and US Ultrafog has sales offices.

The HPWM system from Ultra Fog is a product that is sold worldwide. Ultrafog’s largest market is in marine

applications, especially in Southern Europe, USA and Asia, but land applications become more common for

them.

They use their company name as brand name and the payoff “Saves lives and reduce material damage”.

Ultra Fog HPWM system is mainly used in smaller applications such offices and homes, industries, computer

rooms, transformers, deep fat fryers and turbines. It also addresses facades and roofs on old wooden

buildings like churches in Sweden. Ultra Fog HPWM system is mainly approved according to IMO marine

standards and their main focus the last few years has been large cruise ships.



• Pump units:

• Diesel

• Electric

• Declining pressure cylinder system

• NEW FM approval for machinery spaces

Products/Markets • Marine approvals


• Expertise in marine applications

• Proven technology (pump unit)

• Sprinkler can be tested easily

• Well known in Scandinavia/UK

• OH4 test report



• Pump unit


TABLE 4.8. SUMMARY ANALYSIS ULTRAFOG

Aquasys was founded in 1993 and it is based in Linz in Upper Austria. It is part of the of the HAINZL

group, which handles fluid, automation and building technology. Aquasys is represented in the following

locations: Belgium, Croatia, Czech Republic, France, Germany, Hungary, Italy, Luxemburg, Poland, Russia,

Spain, Switzerland, The Netherlands, United Kingdom, United Arab Emirates, Asia, USA and Latin

America.

In promoting their company and products, Aquasys uses the payoff “Your safety deserves responsibility” or

“fire fighting is responsibility”.

Aquasys uses a high-pressure water mist system. They target segments such as commercial buildings,

tunnels, industry, tunnels and rails. In 2002 they received accreditation for water mist tunnel systems.



• Pump units:

• Diesel

• Electric

• VDS approval OH1/OH3, cables tunnel

Products/Markets • Distributes via independent fire protection companies

• Cegelec, Uxello

• Strong references in French/Belgium market for Data Center (BNP)


• Proven technology

• Well known in Germany/Austria/Holland/Belgium



• Prices

• Pump unit

• No FM approval


TABLE 4.9. SUMMARY AQUASYS ANALYSIS

4.4. Positioning map

Across the water mist market there are many manufacturers that claim to have a leading position. When

looking at our competition, we have to consider the current approvals they have in place and market share. If

we take Marioff as having the largest share and the manufacturer with the most approvals in place, we are

able to position other manufacturers in relation to where Marioff is.

Together with Fogtec we see ourselves a strong No. 2 on the European market. Below is our view of how the

most commonly known competitors are positioned within the current market place in relation to approvals

and market share.


FIGURE 4.1. ESTIMATED POSTION MAP EUROPE 2016

The axis represents the extremes of the competitive landscape, using market share and approvals as the

criteria.

By market share we have taken into account estimated sales volume.

By certification and approvals we have taken into account the level of current approvals each manufacturer

has.

When looking at the above positioning map, there are a cluster of competing companies, which have been

relatively successful over the years, also with limited approvals in place.

Marioff has recognized approvals and third party project related tests across all of the market segments. They

have by far the most certification and third party approvals in place and have an extensive reference list for

their Hi-Fog product.

Danfoss Semco has a second position in the European market when looking at approvals and market share.

Danfoss Semco has made significant investment in VdS and FM approvals. The aim is to obtain a better

position in the competitive landscape, from an approval point of view, but also to generate a steady increase

in the market share within the public and commercial segment.


Very close to Danfoss Semco, when it comes to market share is Fogtec. They have numerous third party

project related tests for various applications and operate across similar market segments like Marioff and

Danfoss Semco. Fogtec’s main segment is transportation and public space.

Looking at this figure, and understanding the various positions and approvals of the other players, our

ambition is to solidify our second place in the European market using the VdS and FM approvals and

challenge Marioff as the market leader. The positioning map has to be seen as a dynamic landscape. We

show how much Danfoss Semco has progressed within the past year and our goal for the future. But also our

competitors have an aggressive strategy, both product and market wise, meaning that their position is

changing. However, with limited market information, it is difficult to see the competitors’ exact status in the

competitive landscape. Therefore the positioning map has to be seen as a guideline for a better visualisation

of how we place ourselves in comparison with competitors.

4.5. Competitor approval matrix

Approvals

DA

NF

OS

S

SE

MC

O

MA

RIO

FF

FO

GT

EC

AQ

UA

SY

S

MIN

IMA

X

UL

TR

AF

OG

VDS OH1 office

VDS OH1 rooms

VDS Suspended ceilings and false floors

VDS hotel VDS OH2 Garage VDS OH3

VDS Machinery space < 260 m³

VDS Machinery space > 260 m³

VDS Cable tunnels

VDS Protection of stocks and production sites

with flammable liquids

VDS Paint booths

VDS for local application

VDS for protection of presses and machines

UL OH1

FM HC1

FM Protection of Data Processing Equipment

Rooms/Halls – Above-Floor Protection


Approvals

DA

NF

OS

S

SE

MC

O

MA

RIO

FF

FO

GT

EC

AQ

UA

SY

S

MIN

IMA

X

UL

TR

AF

OG


Rooms/Halls – Below-Floor Protection Local

Application Design


Rooms/Halls – Below-Floor Protection

FM Machinery space < 260 m³

FM Machinery space > 260 m³

FM Steam turbine < 260 m³³

FM Steam turbine> 260 m³³

FM for local application

FM for protection of Industrial Oil Cookers

FM for protection of Wet Benches

FM for protection of continuous wood board

presses

CEN OH1 office

TABLE 4.10. COMPETITOR APPROVAL MATRIX

Chapter 5

Where to Play and Why

2

3

Incre

asin

g lik

elih

ood o

f success

Decreasing competition

A

B

E

D

C

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