Phoenix Product Development - Innovative Air Flush Toilet Moves Closer To Market

• Essex invention dramatically reduces water usage in WC systems by up to 84 per cent
• International interest as water conservation becomes an increasingly important global issue
• Developing the technology for mass production requires significant funding
• £250,000 EEDA/EU grant helps move prototype to next stage

With water conservation now a global environmental issue, the Propelair air flush toilet is generating considerable interest both at home and abroad. Invented by Gary Moore, managing director of Phoenix Product Development Ltd (the company formed to exploit the technology), and getting closer to market now thanks to a grant from EEDA, the Propelair toilet uses 84 per cent less water and 80 per cent less energy than an average water flush WC.

When tested under the Water Regulations Advisory Scheme, Propelair's first prototypes recorded an average flush volume of just 1.46 litres - compared to 9 litres for an average WC - and an exceptionally high contaminant removal rate of 99.8%. As a result of this impressive performance, the London Borough of Greenwich put two prototypes on trial at their Birchmere depot with outstanding results, and the World Health Organisation has recommended that arid regions should pilot test Propelair as 'an enabling technology', which could 'achieve sustainable development of wastewater services'.

Following the prototype's debut at a London trade show, Moore commented: 'We were amazed at the attention we received, particularly from installers and specifiers keen to see the technology on the market. We also received many commercial approaches and have discussed investment and licensing deals with several companies.'

However, developing, patenting and showcasing the Propelair technology was relatively straightforward compared to the next stage in product development - translating the prototype into a version suitable for mass-production. As well as the technical challenges involved, significant investment is required, but with the recession affecting many possible sources of income, fundraising is a big challenge.  Moore enlisted the help of Essex County Council's small business support team in putting together an application for a Grant for Research & Development. EEDA's maximum Grant for R&D of £250,000 was subsequently awarded in January 2010 and the funding will play a crucial role in moving the Propelair system from prototype to a viable product for mass production.  With over £3m needed for full product development, mass production and global sales, the grant funding boosted investors' confidence in both the product and the company, helping Moore secure significant funding from equity investors and progress to raising the additional funds required to start manufacturing.

'The Grant for R&D is enabling us to progress our business plan,' says Moore. 'We aim to commence production once the 18 month grant programme has been successfully concluded, and our business model will be to subcontract component manufacture to local companies and then to assemble the systems here, in Essex. The volume of water used by toilet systems across the world is phenomenal - there are estimated to be over 50 million toilets in circulation in the UK alone, and over 140 million new toilets sold each year globally. Even though we cannot hope to replace all toilets, our aim is to deliver a product which can have a real environmental impact, while also creating a business with the potential to directly employ up to 60 local people - in addition to component outsourcing - thereby helping revitalise a part of Essex badly affected by the recession.'