The Freeze Factor: Tips for Marketing Teams with Limited Budgets from Jonathan Epstein Co-Founder of Salamander Reservoir

Transcript

Welcome to another episode of the Agency Balance Podcast, featuring Jonathan Epstein.
Jonathan feels like he’s the guy in the circus that has all of the plates spinning and I’m just trying not to let one drop.
Jonathan has been in the property management and ownership business for about 20 years.
Jonathan got involved with his partner Jim Cip in the property development business and they came up with an idea for Salamander.
Salamander is pipe freeze prevention technology.
Jonathan and Jim are based in Pennsylvania in the Lehigh Valley, where it gets very cold in the winters.
Their philosophy used to be to drive out to properties to make sure the heater is working and that pipes aren’t going to freeze.
They received a utility bill for $2,000 for a small 10×10 sprinkler room.
The thermostat had burned out and the heat just kept pushing and pushing in this very confined room.
Jim said, “Why are we heating when the air gets cold? We should be heating when the water gets cold. Can we do that?”.
Even before damage, if your pipes are frozen, that means that your life safety is compromised.
V1 actually started in this building at 3900 Hamilton in South Whiteall Township.
They created an isolated saddle on top of their sprinkler system with the approval of John France who is the fire protection inspector.
They were just reading the wireless temperature and realized they didn’t need to heat these rooms as much as they feared because the water temperature isn’t moving much.
In the early phase, they were wondering who is doing this because they wanted to buy the product.
They looked around and asked the sprinkler contractors that they deal with, but nobody knew of such a thing.
They went to a national trade show, the NFPA, which is the Fire Protection Association trade show.
The patent process includes outlining what you’re doing and putting together your drawings.
You have to give enough ingredients that you know what’s in the cake, but you don’t have to tell everybody how to bake the cake.
The patent process was expensive, costing between $5,000 and $7,500.
They got grant monies from a startup pitch competition through Startup Lehigh Valley and Penn State Launchbox where they placed second.
There are a lot of resources available such as Penn State Launchbox, the SBDC (small business development center), community colleges, public colleges and public universities or online.
Going to classes and exploring opportunities gives you an opportunity to network with other people who are in your position or a similar position or like-minded position.
You got to start spinning your marketing plate and you got to start spinning your R&D plate so that you’re not caught flatfooted.
They sought advice from Ted Wills, a mentor in the fire sprinkler industry.
When they started they thought everybody worries about fire sprinkler systems from freezing, so a wet water-filled system, you want to prevent that from freezing.
They developed a solution that monitors water temperature and alerts to low water temperature.
Ted said that most problem is in the dry fire sprinkler systems.
There are the good news and bad news is you will always find people smarter than you.
Their first client was themselves.
They had a meeting with a real estate investment trust called Brandywine Realty Trust down in Ka Hawen and they told them what they were offering and their ears perked up.
Their first version of the reservoir was not as refined.
The software and the electronics are third-party.
There’s physical installation, but there’s also a monitoring like kind of a recurring revenue side of it.
In order to work on a fire sprinkler system, that should be done by a licensed professional.
They know that there are ongoing building maintenance costs that get shared by all of the tenants in a particular building and alarm monitoring.
You just never know where it’s going to come from.
I spend a lot of time making phone calls.
I do LinkedIn posts usually every Tuesday.
Salamander was named by Tyler who is Jim’s son.
The ancient Greeks believed that salamanders had mythical properties to be able to withstand forest fires.
The company name is so much less important than the product name.
One of the pieces of software that I’ve used for a very long time is a web service called Followup Then.
The website is fullowupthen.io.
Jonathan has been in HubSpot for about a year now.
Evernote is like OneNote on Microsoft, but it’s so you can keep all of your notes and thoughts and restaurants and pictures, whatever it is on your um you know on on a web accessible platform or mobile or whatever.
He was in Memphis for a trade show when the guy was the it was like hotel shuttle that was taking me to the expo center.
Practicing pairing it back until you’re really at the marrow of your message takes a long time.
At trade shows, it used to be, hey, can I talk to you about our solution at Piperee? Now, as people walk by, I just always ask them, is Piperee something that you worry about?
Jonathan questions whether bigger trade shows are still worth it and thinks the smaller niche ones probably are.
Rather than doing a sponsorship, take that money take a fraction of that money and do a dinner do an event.
No one will remember who the coffee sponsor was, but they will remember the night that Smartacre or whoever had this small get together, a little breakaway, a little something, but people don’t remember your lanyard sponsors or the badge sponsors of the coffee table.
Make it by exclusive invite only.
The kiss rule is keep it simple stupid or what I say keep it simple Snider.
If you’re going to give something away, don’t give it away there.
There has never been a better time to do this journey.
If you’re waiting for a sign, let this be your sign to start now because the best time to plan a tree was 20 years ago. The second best time to plant a tree is today.
Everybody wants to help.
If I can help in any way, you can find me on LinkedIn.
If you looked up Jonathan Salamander, you should be able to find me.
You can go to my website which is getsalamander.com.