Wednesday 24 November 2010
Profile on... Placid Pools
Placid Pools, “Innovation of the Year” winner at the inaugural Tropical Innovation Awards 2010, recently spoke to the AIC about the company’s journey along the commercialisation pathway. The company specialises in swimming pool construction, installation and water maintenance services and has developed the innovative Eco Splash System – a tropical water purification system specifically designed for swimming pools ponds and tropical wetlands.
Placid Pools engaged with the AIC’s Innovation Coaching program and attended Ideas2Market workshops in order to obtain assistance in the commercialisation of the Eco Splash System.
1) Briefly describe your business
Placid Pools is a family owned and operated Cairns pool design and construction company with over 32 years of practical experience within the industry. We currently service Far North Queensland as well as remote areas, and we are covering more job elements in-house with our own team than other firms.
Our pool designs have been awarded with well over 50 State, National and International Awards, including International Gold Medals such as the “Awards of Excellence” in Las Vegas in 2009.
As market leaders in the region’s pool industry, Placid Pools are committed to continual improvement through research, development and quality control. One of our core values is “to be a driving force in promoting innovation”, which saw the formulation of the Eco Splash System (ESS).
Eco Splash is a new type of freshwater pool that works without chemicals and saves a very significant amount on power and water bills. What makes our Eco 
Splash pool/pond systems even more interesting for home owners and commercial applications is the fact that it dramatically increases the biodiversity. Our clients just love to observe the butterflies and dragonflies Eco-Splash attracts and owners can even have fish in their pool. For people who are not so comfortable with the idea of swimming with fish in their pool, we can install a separate natural water filter using aquatic plants, for example in a stunning water feature in the entrance area. It adds to the “WOW” factor in any house or office, and our solution addresses a basic human need to connect with nature in relative safety.
2) How did you generate the idea?
When Joe Spelta visited a European Pool tradeshow in Barcelona a few years ago he was also researching alternative international solutions for organic pools. As it turned out, public interest in natural pools was much more established compared with Australia. This had not only resulted in over 60,000 natural pools being established already across Europe, but also in relevant Health & Safety laws and Pool allowing alternatives to standard pool sanitisation via residual chlorine.
Observing this exciting European development ran parallel with Joe’s personal vision of creating a natural swimming pool environment and water purification system.
When first discussing in Europe the idea of developing a natural water sanitisation concept that catered for the tropics, Joe Spelta was not taken seriously, as nobody believed it could be achieved.
Without being discouraged in any way, the Placid Pools team have since passionately researched and developed the now patented tropical water purification system ESS for over five years, which was created specifically for tropical swimming pools, ponds and potentially tropical wet lands. The development of the ESS has for the first time bridged the gap between European cold water systems and the specific requirements necessary for producing a tropical, natural water filtration system.
3) What made you decide to progress it from just an idea to a real business?
With everyone having a need and a commitment to ‘going greener’ in order to reduce our carbon footprint, we were interested in optimising current organic pool technology. Our Eco Splash is a real alternative to conventional pool systems and it benefits the environment by dramatically reducing the problem of urban salinity, caused by salt water pools.
Once we realised that to date there have only been partially successful attempts to revolutionise the organic pool market (using the traditional European (cold water) technology, we recognised an existing niche market. Existing systems only prove to be effective in the cooler southern climates and have not been specifically tested and adapted to work successfully in any tropical and sub‐tropical climates.
With significant shortfalls in increasing biodiversity and reducing the operating costs at the same time, existing solutions are only partial, and merely aid in raising consumer awareness about the environmental issues. ESS is solving these by taking solutions to a higher, more complete and profound level. 
At this stage the ESS particularly services the niche market of tropical natural pools, but we are refining and automating our technology to open up completely new applications of our system in different industries and markets. The environmental and also economic potential of our invention will revolutionise swimming pools and ponds in tropical climates not only in Australia, but worldwide, and has the potential to establish Cairns as an international hub for tropical inventions.
4) What were the main challenges faced?
By nature any invention requires countless mental and financial ‘leaps-of-faith’ and we definitely needed a lot of guidance in how to progress from a great idea to protecting and commercialising the same.
As pool builders, any of these areas fall way outside our usual area of expertise. Beyond technically perfecting our innovation itself, we had no clear concept of ALL the necessary business steps to be taken and in which order.
Before talking to the AIC we also had no overview of the various forms of available governmental help and struggled to progress with our invention whilst maintaining our core business and cash flow.
5) What tips would you pass on to other entrepreneurs who are starting out?
Make sure you have your core business running smoothly. Believe in your ideas and be true to your values. Get in contact with the AIC very early on to receive expert advice on your next steps. Do not hesitate to ask for advice and support. Network with other business partners and inventors.
6) Knowing what you know now, is there anything you would have done differently?
We wish we came in contact with the AIC sooner.
7) Where do you see the business in 5 years’ time?
By 2015 we will have established a very solid national distribution network for our invention, as well as exported our system in its original application for swimming pools and ponds to at least 5 other tropical countries. By then we are hoping to have finalised R&D into other areas of application and commenced licensing of the same.
8) What would you suggest that the AIC strives to tell government in Australia around commercialisation?
Current federal and Queensland government initiatives like its ‘Innovation Coaching Program’ are a must in your budget as they fulfil a definite need in our business community. Supporting economic diversity by providing expert help and government funding plays a vital role in our country’s’ economic stability, diversity and success.
9) If you could have been responsible for any innovation, what would it be and why?
We are very excited to already be a driving force in innovations relevant for our tropical area: Placid Pools latest invention in organic pools – the “Eco Splash System” has recently been awarded “Innovation of the Year” at the Tropical Innovation Awards 2010 in 
Cairns with overwhelming support from the Award’s judges, recognising the ESS as the most promising innovation of the year.
This invention has the potential to revolutionise not just the pool industry, with current research and development focusing on possible applications in the rejuvenation of wetlands, remote monitoring of water quality on outback stations, and the like. Placid Pools is currently sourcing partners for these future applications and stages of commercialisation of our invention.
10) Which entrepreneur do you most admire and why?
Henry Ford – being true to yourself and to your values provides the solid ground to ‘think outside the box’. Also Sara Henderson, being a more recent inspiration to us for valuing her strong ethics, and for her deep appreciation of her surroundings and environment, incorporating nature into her business values and vision. Sara’s book 'Outback Wisdom' provided motivation and reference to nature being a driving force even in business and to teamwork dedication.
Would you like to recommend an outstanding entrepreneur or innovator to feature in a future “Profile on” interview? Please contact us for further information.
Would you like to comment on this article? Please contact us.
