Transforming Care at the Bedside Essay - 2514 Words

Transforming Care at the Bedside: Adhering to the Ethical Principles of Patient Autonomy, Beneficence, and Nonmaleficence The Nursing Role Abstract This paper explores several published articles following the national program, Transforming care at the Bedside (TCAB), developed by the Robert Wood Johnson Foundation (RWJF) and the Institute for Healthcare Improvement (IHI); and how it supports the ethical principles of patient autonomy, beneficence, and nonmaleficence in patients, especially amongst the geriatric population. By describing and focusing on three main points of the TCAB, safe and reliable care, patient-centered care, and value-added care and their relative goals and high leverages; this will show how they benefit the†¦show more content†¦In accordance to this theme, the TCAB design team developed goals and changes that would show improved outcomes. One of these â€Å"high-leverage changes† (Rutherford et al, 2009) was preventing patient injuries from falls. Patient falls is one of the high occurrences in patient safety and injury, as well as the leading cause of death of patients 65 and older (Ruth erford et al, 2009). By incorporating the TCAB initiative, the pilot hospitals average of patient falls was reduced by fifty-two percent (Rutherford et al., 2009). One of the ways that patient falls were reduced was by involving the personal care attendants (PCA) in making frequent rounds with patients and asking them if they were comfortable or if they needed anything. By involving the PCA’s in falls prevention, the study showed an average fall rate per one thousand patient days decreased from 6 to 4.5 (Stefancyk, 2009). One of the main themes between the studies is preventing patient injury during their hospital stay. In doing so, the ethical principle of beneficence and nonmaleficence have been addressed. 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Allowing nurses to exchange vital patient information to ensure continuity of care and patient safety. Therefore, the chance of potential communication gaps causing an error is high. According to the Joint Commission, communicationRead MoreImpact of Iom Report on Nursing Essay993 Words   |  4 Pagesfields in the health care industry not only in the United States but also in the world. Nurse practice has drastically changed in the last decade and as a result the need for changes in nursing practice is becoming more and more important. The Institute of Medicine report discusses so many aspects in nursing but this paper requires detailing the impacts on Nursing Practice (Transforming Practice), Nursing Education (Transforming Education), and the Nurse’s role as a Leader (Transforming Leadership). 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This report was released in 2010 and included four key components in which three will be discussedRead MoreEvolving Practice of Nursing and Patient Care Delivery Essay737 Words   |  3 PagesEvolving Practice of Nursing and Patient Care Delivery Grand Canyon University: NRS 440V Jane Smith Evolving Practice of Nursing and Patient Care Delivery Hello fellow nurses, welcome to our Professional Nurse Evolution summit. My name is Jane Smith and like you I am a registered nurse, I work at the bedside. I always thought I’d live and die as a staff nurse at a busy level 1 trauma center in the inner city but recently I’ve looked up from the bedside and I see opportunities knocking at my door

The Arlington National Cemetery By George Washington

As a nation, we honor our soldiers as they risk their lives for our freedoms. A quote from John 15:13 perfectly represents what sacrifice the soldiers really make, â€Å"Greater love has no one then this, to lay down one’s life for one’s friends†(John 15:13). This shows that soldiers will die for their friends because they believe that it is their way to serve their nation. This quote represents what Arlington National Cemetery is about acres and acres of tombs to honor are soldiers. Arlington National Cemetery is a place where we honor our nation’s fallen soldiers and presidents. Arlington came about by George Washington when he married a widow Martha Custis. Martha had four kids with her first husband, but only two survived. Their names are†¦show more content†¦At the time Mrs.Lee was in a wheelchair so she sent the money with a relative the tax commissioner refused to take the payment unless brought by Mrs.Lee. The United States government boug ht the Arlington house for $26,800.00(Ashabranner 22). At this time there was a tragic need for cemeteries. So General Montgomery Meigs was in charge of finding cemeteries. That s when General Meigs picked Arlington. The first burial was on May 13, 1864, the first person to be buried there was Private William Christman. The Arlington house soon had 200 acres surrounding military cemetery. This was revenge on Robert E. Lee so he couldn’t return to live there(Ashabranner 32). Some graves were dug in Mrs.Lee rose garden 2,111 skeletal remains was thrown in because they couldn’t identify them. That s when Meigs ordered for a huge stone vault built in rose garden. It was a circular pit ten feet deep and twenty feet in diameter(Ashabranner 35). They sealed it on September 1866 a huge monument was placed with a special inscription to honor the unknowns. George Washington Parke Custis Lee questioned the ownership of the Arlington house. That is when he sued the United States g overnment claiming his inheritance the legal battle lasted five years. Thousands of bodies couldn’t be removed so George Washington Parke Custis Lee accepted $150,00 from the government. In 1883 the United States government became legal owners of Arlington. In 1995 the Arlington house became a permanent memorialShow MoreRelatedThe Arlington National Cemetery By George Washington1587 Words   |  7 PagesI:HISTORY OF ARLINGTON: George Washington’s relation to the Arlington National Cemetery is that his step-grandson, (George Washington Parke Custis), once owned the land. George is related to Mr. Custis by his wife, Martha Washington. Martha had a different affair with George Washington Parke Custis’s grandfather, Daniel Parke Custis, who died July 8, 1757 of most likely a heart attack. 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His mother, Phoebe Dickerson Harding, was a gentle, pious woman who devoted herself to her children. As a boy Warren helped his fater on the farm. In the summer he worked in a sawmill that made brooms, and he drove a team of horses for the Toledo and Ohio Central Railroaad.Read More We Need a Constitutional Amendment to Protect the American Flag485 Words   |  2 Pagespeople who gave up their lives to defend this country. Yet some disrespectful people still defame that symbol with impunity. In outbursts all over the world, people burn, spit upon, or defile the American flag. This is the same as going to Arlington National Cemetery and spitting on the graves of our war heroes. It is tantamount to telling a soldiers mother that her son who fought to protect others died in vain. 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He had urged to Kennedy to be careful of what he said because it

Brine Disposal Options For Water Desalination In The Nap Region

Question: Describe about the Brine Disposal Options For Water Desalination In The Nap Region. Answer: Introduction Due to explosive increase in the population of the world with socio-economic development leads to increase in demand of water. Breunig et al. (2013) stated that the shortage of water is one of the greatest problems within the modern society.Desalination of the seawater is best way to supply of water to the population of the world, but extensive discharge of brine affects the marine biota. Barronet al. (2015) opined that desalination of the seawater is an option to raise the water quantity, which are required for the agricultural purposes in NAP region. This literature review is based on brine disposal options for desalination of water within the NAP region. Dawoudet al. (2012) cited that reserve osmosis is used in order to treat the water for the agricultural applications. It removes the salts from the seawater. The technique of reverse osmosis produces a stream of high purity water that is defined as brine. The purpose of this study is to identify the brine disposal options for wate r desalination within NAP region and respective gaps in the options. This study is conducted to prevent threats of resource sustainability and satisfy requirements to raise the production as well as delivery of potable water. Therefore, the government is focused on desalination across the region, making of enormous treatment and generates demand for worldwide knowledge with current advanced technologies. Brine disposal options for desalination of water Horticulture in the Northern Adelaide Plains (NAP) is unique in that it is the largest covered cropping region in Australia. Desalination of plant affects the environment by returning to high level of temperature concentrated brine to sea. Morilloet al. (2013) indicated that the level of vulnerability of environment to salinity changes from position to position. Another impact of the environment regulations and EPA standards are that when various products are used within chemical cleaning of membranes as well as cleaning are likely of inside the sea. The products are restricted within desalination brine, therefore probable negative impacts from disposing of brine within sea are offered if the brine is composed as well as elated to saltworks. Brine requires accurate disposal, there are many brine disposal methods, which are available, and it consists of various environmental as well as capital costs (Burnet al. 2015). The following are the brine disposal options for desalination of th e water in the NAP region. 2.1 Surface water discharge In some of the cases, the brine is being discharged to the surface water bodies like river as well as lakes. Gilronet al. (2016) stated that it is a low cost solution for the purpose of desalination of water within the NAP region. This brine disposal method is used to regulate point as well as non-point pollution sources to the surface waters. This method makes sure that the water is being treated accurately as well as residual wastes are being reused properly. This brine disposal permits to be carried out by National pollutant discharge elimination systems (NPDES). Deep-water injection well Brine is being injected into the subsurface formation of rock. It is a high cost solution as the cost for drilling as well as maintenance of well is high. This deep-water injection method is also termed as brine disposal. Bamagaet al. (2016) stated that the Environmental Protection Agency (EPA) regulates this injection well. The construction of well is dependent on the injection fluid injected as well as depth of injection zone. The deep-water injection well is intended in order to inject hazards as well as carbon dioxide deep under the surface of the Earth (Sanchez, Nogueiraand Kalid 2015).This brine disposal method is to be used on geological circumstances within the region (Barronet al. 2013).The permission of this method is to be taken by underground injection control. Evaporation Pond Brine is collected within the surface impoundment that allows the brine to focus as the water is evaporated into the atmosphere. For this disposal method, there are no such federal permit is required. Prez-Gonzlezet al. (2012) opined that in some of the states, there are requirement of monitoring. From many centuries, evaporation pond is used in order to generate of salt. For the brine disposal, the evaporation of ponds are required to focus on the brine causing rainfall of crystals of salt as the solubility limit is to be attained. Morilloet al. (2013) argued that the factors those are influencing the efficiency of this method are depth of pond as well as surface area. The issues, which are related to evaporation pond, are leakage of the pond. There is leakage within the pond, then it consequences in outflow of brine contaminants into contiguous groundwater. Land application For the storage and disposal of the brine water, one of the best alternatives is use of it in the agricultural lands. In the specific regions of the country where the grass or the trees are very salt tolerant the brine water can be used to water them. Al-Karaghouli and Kazmerski(2013) stated that this disposal process is based on some certain considerations, which are, the concentration of the salt and chemical are suitable enough to avoid the contamination of the ground water and soil of that region. Metkeet al. (2016) opined that the level of the chemical and the salt are indicated by the ground water salinity and vegetation tolerance. While using the brine water for irrigation, it must be ensured that, at the time of heavy rainfall or floods some other disposal methods are available for the brine water as the flow of the rainfall along with the brine water can cause the adverse effects on the wetlands that are beneficial for habitat development. Before disposal of the brine water in the agricultural lands the site must be selected depending on certain factors, like pre application treatment of the selected land, land requirements for minerals, surface runoff rate, vegetation at the selected land and lastly the hydraulic loading rate.Sanchez, Nogueiraand Kalid(2015) cited that in addition to that, the brine water can be injected inside a natural underground structure which is isolated from the other parts geologically. This will help the disposal of the brine water inside the land without contaminating the groundwater that can be used as the drinking water and in agricultural lands. Aghdamet al.(2016) stated that as this alternative requires least annual cost, therefore it is considered as the least expensive brine water disposal method. The contaminants in the brine water helps in removing the ions, salts and heavy metals in the solution. At last the contaminants ends up as a land fill in the wetland areas. Dawoudet al. (201 2) demonstrated that this method is also considered as the environment friendly way of disposing the brine water since it does not require a huge power source for disposing the brine water. While considering this as a viable solution for the brine disposal, it is important to take note that, for disposing the brine in the lands, the area must be big enough so that, the flow of the brine should not affect the people around that area. Sewer discharge Sanchez, Nogueiraand Kalid(2015) opined that the sewage discharge of the brine water is another efficient method that utilizes the existing infrastructure of any region. Moreover, the concentration of the ions and mineral salts in the brines water also gets diluted if it is discharged in the sewage treatment plan. At the same time it is also important to keep in mind that, it can cause the growth of the bacteria in the sewage system as the brine is helpful in developing environment that helps in the growth of the bacteria. In addition to this, this will increase the load for the existing sewage treatment plan due to the included ions and metals. Even though it is a viable option for disposal of the Brine water, but before the disposal, it is important to take care of the following factors, volume and composition of the brine that is going to be discharged, possible impact of the brine on the treatment plan. As an example it is seen that, due to the excessive discharge of the Brine wa ter in the sewage system causes the precipitation of the calcium carbonate on the filters of the treatment plan. In some cases it is observed that, the discharge of the Brine solution can reduce the biological oxygen demand (BOD) in case of the waste water that is beneficial in most of the circumstances. In case of the Valley of sun, the sewage discharge is used for disposal of the brine. Dust control The use of the brine solution for controlling the dust is considered as the cost effective, legal and efficient way in different countries of the world. It is a cost effective solution for controlling the dust as it available for much lesser price compared to the road salts (Boskoet al. 2014). Brackish water or the brine water delivered from oil and gas wells and different sources, for example, brine treatment plants and wells can be utilized as a dust suppressant and street stabilizer on unpaved secondary streets. The brine in the wets the roads and binds the tiny soil particles with each other, which intern helps in reduces the formation of the dust. Only exception in this method is the brine generated from the shale formation process cannot be used as a dust suppressant on the roads. Codayet al.(2014) stated that before spreading the brine on the roads as a suppressant, it is important to ensure that, there is no water body near the road, as the brine will get flowed away with the water of rain. In this context it is also suggested that, the brine should not be spread in the rainy season or on the wet roads, as it can flow away to the water bodies near the road and contaminate it. This may affect the food chain in that region. While spreading the brine in a region the following factors must be analyzed to avoid any adverse effects. The Brine must not contain hydrogen sulphide(H2S) because it can be hazardous to human health. The best brine solution according to different researchers is the one that contains calcium and magnesium concentration more than 10000 milligram per liter (Al-Karaghouli and Kazmerski 2013).Another is chloride solution having concentration more than 75000 milligram/liter. Brine that is going to be used for dust control must be free of oil and sludge or any surface water. The application of the brine on the roads for controlling the dust must be done in a way such that, it have minimal impact on the environment. In order to have less impact on the environment it is suggested to use spreader nozzle rather than valves (Boskoet al. 2014). The brine is a waste rather than a product, therefore if applied without discrimination this disposal method also can contaminate the soil and ground water level. De-icing agent This brine disposal option is used at the months in winter in order to suppress the ice on the roads. It has power to low the freezing point of the water and then it prevents the bond between the ice as well as surface of road (Aghdamet al. 2016).It is less costly method. It is one of the alternative methods of road ice. Comparison of the brine disposal options Brine disposal option Technology used Benefits and its constraints Requirement of permits Energy Operating cost Surface water discharge Direct disposal to the surface water like lakes, rivers etc. Requires low cost of capital Requires detailed analysis to get permit from the state agency (Codayet al. 2014) Permission from National Pollutant Discharge Elimination System Water energy $119,000 Deep water injection well The brine is being injected into the subsurface formation of the rock (Al-Karaghouli and Kazmerski 2013). Economy of scale. Even site evaluation is also required. There is high cost of capital. Permission from Underground Injection Control Natural energy (fluid and expansion of rock) $6,00000 Evaporation pond Utilization of solar energy in order to reduce water content into brine solution It is reliable. It requires mechanical equipments to dispose the waste (Boskoet al. 2014). Some of the states are required to monitor. Thermal energy $17,3000 Land application To dilute the brine sprayed into the land It consists of backup disposal method. With the sanitary water, there is high growth of vegetarian. It requires monitoring. Renewable energy $6750000 Sewer discharge Direct disposal to the system such as sanitary sewer (Metkeet al. 2016) Cost effective method. Less permitting time to take Fee is required for the purpose of brine disposal (Anget al. 2015). Requirement of Industrial Waste Discharge Water energy $2000000 Dust control The brine disposal is required when there is a requirement for dust control. Requires small land for disposal of brine for desalination of water Some of the states are required to monitor (Ibanezet al. 2013). Mechanical energy $2000000 De-icing agent The brine is to be disposed at the month of winter. It is less costly. It requires permission by the state. Solar energy $2000000 Brine disposal technologies used in other countries The following are some of the brine disposal technologies in other countries such as: Membrane distillation:It is an osmosis driven distillation technology. This technology gives barrier to the liquid phase and it allows the vapour phase to pass throughout the pores of membrane (Doornbuschet al. 2016).It is of lower cost as well as energy use. The approximate cost of Membrane distillation is around $625. Capacitive deionization:It is a technology in order to deionizer the water by applying electrical probable difference over two absorbent carbon electrodes. This method is basically used for desalination of brackish water with low level of moderate concentration of salt. It is an energy efficient technology (Boskoet al. 2014). It removes the salt ions from the surface of water and it extracts the water from the solution of water. It is of high cost such as it costs between $3000 and 4000. Wind Aided Intensified Evaporation:Due to increase in the shortage of water, there is brackish water, and this method is used for brine disposal of the desalination of water (Aghdamet al. 2016). Its limitations are cost as well as technical feasibility for the purpose of concentrate disposal. Its cost of capital is approximately 5.5 percent. Conclusion It is concluded that the most of the brine disposal methods mentioned are used in Australia for desalination of water. The methods used are surface water discharge, deep well injection well, evaporation pond, sewer discharge as well as land application. In the future, the brine disposal plants should adopt of new technology for brine disposal. The mentioned disposal methods are used to increase brine volume. It resulted into increase in irrigation demand of water within NAP region. References Aghdam, M.A., Zraick, F., Simon, J., Farrell, J. and Snyder, S.A., 2016. A novel brine precipitation process for higher water recovery.Desalination,385, pp.69-74. Al-Karaghouli, A. and Kazmerski, L.L., 2013. Energy consumption and water production cost of conventional and renewable-energy-powered desalination processes.Renewable and Sustainable Energy Reviews,24, pp.343-356. Ang, W.L., Mohammad, A.W., Hilal, N. and Leo, C.P., 2015. A review on the applicability of integrated/hybrid membrane processes in water treatment and desalination plants.Desalination,363, pp.2-18. Bamaga, O.A., Al-Sharif, S.F., Balkhair, K.S., Gzara, L. and Albeirutty, M., 2016. Improvement of urban water cycle and mitigation of groundwater table rise through advanced membrane desalination of shallow urban brackish groundwater of Jeddah basin.Desalination and Water Treatment,57(1), pp.124-135. Barron, O., Ali, R., Hodgson, G., Smith, D., Qureshi, E., McFarlane, D., Campos, E. and Zarzo, D., 2015. Feasibility assessment of desalination application in Australian traditional agriculture.Desalination,364, pp.33-45. Barron, O.V., Ali, R., Hodgson, G., Smith, D., Qureshi, M.E., McFarlane, D., Burn, S., Kumar, A., Campos, E., Olewniak, F. and Zarzo, D., 2013.National and regional assessment of opportunities for desalination in Australian agriculture. Technical Report to National Centre of Excellence in Desalination in Australia, CSIRO Flagship Water for a Healthy Country, Australia. Bosko, M.L., Rodrigues, M.A.S., Ferreira, J.Z., Mir, E.E. and Bernardes, A.M., 2014. Nitrate reduction of brines from water desalination plants by membrane electrolysis.Journal of Membrane Science,451, pp.276-284. Breunig, H.M., Birkholzer, J.T., Borgia, A., Oldenburg, C.M., Price, P.N. and McKone, T.E., 2013. Regional evaluation of brine management for geologic carbon sequestration.International Journal of Greenhouse Gas Control,14, pp.39-48. Burn, S., Hoang, M., Zarzo, D., Olewniak, F., Campos, E., Bolto, B. and Barron, O., 2015. Desalination techniquesa review of the opportunities for desalination in agriculture.Desalination,364, pp.2-16. Coday, B.D., Xu, P., Beaudry, E.G., Herron, J., Lampi, K., Hancock, N.T. and Cath, T.Y., 2014. The sweet spot of forward osmosis: treatment of produced water, drilling wastewater, and other complex and difficult liquid streams.Desalination,333(1), pp.23-35. Dawoud, M.A., 2012. Environmental impacts of seawater desalination: Arabian Gulf case study.International Journal of Environment and Sustainability (IJES),1(3). Doornbusch, G.J., Dykstra, J.E., Biesheuvel, P.M. and Suss, M.E., 2016. Fluidized bed electrodes with high carbon loading for water desalination by capacitive deionization.Journal of Materials Chemistry A,4(10), pp.3642-3647. Gilron, J., 2016. Brine Treatment and High Recovery Desalination.Emerging Membrane Technology for Sustainable Water Treatment, p.297. Ibanez, R., Perez-Gonzlez, A., Gomez, P., Urtiaga, A.M. and Ortiz, I., 2013. Acid and base recovery from softened reverse osmosis (RO) brines. Experimental assessment using model concentrates.Desalination,309, pp.165-170. Metke, T., Westover, A.S., Carter, R., Oakes, L., Douglas, A. and Pint, C.L., 2016. Particulate-free porous silicon networks for efficient capacitive deionization water desalination.Scientific reports,6. Morillo, J., Usero, J., Rosado, D., El Bakouri, H., Riaza, A. and Bernaola, F.J., 2014. Comparative study of brine management technologies for desalination plants.Desalination,336, pp.32-49. Perez-Gonzlez, A., Urtiaga, A.M., Ibez, R. and Ortiz, I., 2012. State of the art and review on the treatment technologies of water reverse osmosis concentrates.Water research,46(2), pp.267-283. Sanchez, A.S., Nogueira, I.B.R. and Kalid, R.A., 2015. Uses of the reject brine from inland desalination for fish farming, Spirulina cultivation, and irrigation of forage shrub and crops.Desalination,364, pp.96-107.

StaGreen by HydroCan Case Study free essay sample

Introduction The newly innovative fertilizer like product created by HydroCan called StaGreen brings to the market a new type of fertilizer like product that is different from the conventional leading fertilizers on the market. The ability of StaGreen’s water retention for the grass roots that have been applied with the product is something the traditional brands have not been able to recreate. Market analysis will be conducted on the consumer market, and commercial market, with a decision for which market/ markets will be most profitable to enter for HydroCan. Analysis will look at the financial barriers for each, including market growth and potential of each. After this, a marketing strategy will be compiled for the short term and viable long term of HydroCan and its chemical fertilizer StaGreen. Analysis The analysis will separate the two markets to analyze each markets strengths, weaknesses, opportunities, and threats associated with each. The first discussed will be the consumer market. We will write a custom essay sample on StaGreen by HydroCan Case Study or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Consumer: In the consumer market, consumers are at the mercy of the two largest sellers of fertilizer, Scotts and Ortho Chemical. Between these two companies they control approximately 50% of the $622 million fertilizer market. Neither company has a product from their various fertilizer products that is similar to StaGreen which gives HydroCan a competitive advantage in the market as it has found a way to differentiate itself from the major competitors. What makes StaGreen so innovative is its ability to retain water in the roots of the grass thus reducing the need to water the grass manually by up to 40%. HydroCan is a Canadian firm with headquarters in Canada, Canadian employees, which all appeals more towards Canadian consumers, therefore making it easier for consumers to have confidence in the company and purchase StaGreen as oppose to the other major brands from the United States. One of the disadvantages of being a new company with a new product in the fertilizer market is that manufacturing will be limited in production to 180,000 kilograms per month which limits the sales of fertilizer for the first few years. Advertising the product will also be limited to a budget as well due to this. Lastly HydroCan at this time only has one product that they are bringing to market which not only limits its potential future growth for the short term, but puts tremendous pressure for the one product to generate revenues and create cash flow for the business. There are large opportunities for StaGreen as it can be marketed not only as a fertilizer but the technology can also be applied to consumers who have recently installed new sod and/or seed on their lawns, thus expanding the market of the product to tap into this $1. 89 billion dollar industry it represents as well the $622 million fertilizer market. This significantly increases StaGreen’s potential market to over 2. 51 billion. Another key opportunity is that market research has shown that almost half of all consumers in purchasing fertilizer and fertilizer related products pay little-to-no attention to brand preferences and heavily rely on sales staff and in-store advertisements which is great when introducing a new fertilizer product. And lastly there are three distinct types of retailers that sell lawn care products that StaGreen can sell to, discount stores, specialty stores, and home improvement stores. The biggest threat in entering the consumer market is that HydroCan will have to compete against two companies that have had great historical success in the fertilizer market, Scotts and Ortho Chemical. These two companies control half of the entire fertilizer market, and are able to outproduce HydroCan, and outspend them in advertising. They also have established consumer confidence in brands they produce, as well as have more than one product line of fertilizers and fertilizer related products. Commercial: The commercial market consists primarily of golf courses that are looking to reduce costs while maintaining great looking greens and fairways for their customers, and apartment office complexes looking to upkeep the lawns at these facilities. StaGreen is again very different from conventional golf course fertilizers as it allows the grass to retain water longer, reducing the costs of watering the courses, and fertilizing. Another key strength StaGreen can have in this market is that there is less resistance from major fertilizer companies as the majorities are smaller privately owned companies, or small subsidiary divisions of Scotts and/or Ortho Chemical. Advertising is substantially less in this market because of this. Larger bags will allow distribution costs to be reduced significantly by $300,000 which has a direct effect on the companies’ bottom line. Research tests have shown that StaGreen will be able to reduce 1/2 the cost courses spend on water which equates to over $302 million in total for the 2400 Canadian courses, and by 1/3 the cost courses spend on fertilizer which equates to $114 million savings per year. The overall commercial market is much smaller than the consumer market. Golf courses account for $950 million, and commercial housing $118 million for a total of $1. 068 billion. Golf courses will have to be sold on the idea that a new product from a new company will be able to save the course money in irrigation and fertilizing fees, and that it performs as advertised. It can be costly to persuade golf course keepers to switch from conventional fertilizers to StaGreen. If StaGreen is not initially received well by the commercial market they will have no opportunity to recover. StaGreen is their only product and with so few buyers if even one initial buyer is left feeling like the product was of poor quality their influence on the market will likely result in the loss of current customers and future ones. Golf courses are under public scrutiny for their detrimental effects to groundwater quality. The fact that StaGreen reduces the need for fertilizers makes it extremely attractive to course owners looking to silence the bad press surrounding their course maintenance activities. This market offers a greater chance for profits because the competition is less fierce than having to compete in the consumer market for shelf space in large discount stores against Scott’s and Ortho Chemicals, both of whom have large advertising budgets. The seasonal aspect of lawn care related purchasing is not as severe in the commercial market as in the consumer; this means sales will still peak in the summer months but out of season sales levels will be sustained at a higher level than projected in the consumer market. Fewer buyers present a limited opportunity to break into the commercial market for HydroCan. There will always be competition from other sales teams attempting to poach current clients away from golf courses who may be using StaGreen. The sales representative team has the sole responsibility of insuring continued sales; if your team doesn’t execute the perfect pitch to a potential customer they go with a competing brands product. Other than golf courses this market doesn’t really offer the potential for any other major purchasers. Possible Outcomes There are three market strategies that can be taken by HydroCan, each with its advantages and disadvantages. The first would see HydroCan sell its StaGreen fertilizer like product to only the consumer market. This market would include selling to large discount stores, specialty stores, and home improvement stores that sell fertilizers. There are two major companies that control 50% of this $622 million market. Shelf space to compete against these brands would be costly in advertising and promotional sales, which would result in low profits for the first few years. The other part of this market includes selling StaGreen to new homeowners or those who have recently installed sod and/or seed on their lawns. The two major fertilizer companies do not have competing products that would compete against StaGreen in this segment of the market. The limited production capabilities limits HydroCan to producing only 18,000 10kg bags each month at a sales price of $33. 5 to retailers, which limits its potential revenue in the first year to $7. 236 million. After variable costs, administrative expenses, research development, fixed costs, distribution expenses, and marketing budget including 12 sales reps the potential profit is limited to $149,900 before tax. The next market strategy for HydroCan would be to solely focus on selling to the commercial market which is comprised of primarily golf courses, and commercial housing complexes. While there is less direct competition from the two major companies, there are smaller independent companies that sell directly to this market. Golf courses may be more reluctant to be sold on the product, and will therefore have to be pitched and demonstrated that StaGreen can and will save the course money. In this strategy, advertising would be greatly reduced, including reductions in distribution costs. The market size for StaGreen is $950 million as golf courses spend this amount on water and fertilizer throughout the year. Potential production would be 3600 bags a month, sold at $195 which creates potential revenue of $8. 424 million a year in sales. After all of the expenses have been deducted, including 16 sales reps, the profit potential on the year would be $2. 240 million before tax. This is the stronger of the two strategies for HydroCan, however, it puts extreme pressure on the sales reps to be able to convince golf courses to buy and use StaGreen. If they are not successful in their sales attempts, sales will be non-existent as the commercial housing market only accounts for 1/8th of the golf course market which is approximately $120 million, and is susceptible to increased competition from consumer market competitors as well. The final strategy, one that we are recommending as part of HydroCan’s market strategy for StraGreen is to focus on selling to both markets selectively. Rationale Recommendation The decision to choose both markets for StaGreen to be sold in appeals the most over the two other strategies because it provides HydroCan enormous potential growth on two very different markets, and not just one. To be able to advertise in the consumer markets it is recommended that StaGreen is sold only in the nine large discount retailers, ignoring the specialty and home improvement stores. Entering all three would be too costly for HydroCan to fund in its first year of operations. This selective marketing will allow StaGreen to sell to the bulk of the consumer market of 60%, and the large commercial market of golf courses and commercial housing at the same time. The competitive advantage of StaGreen’s technology and Canadian image will give it an arm up on the American competition when being sold in Canada. By combining these two very large markets, we are increasing StaGreen’s potential revenue and profit significantly. Marketing Strategy For the short term, StaGreen should max its monthly production to 180,000 kg to be able to produce orders to fulfill the large discount retailers, and golf courses that the sales rep for each, 7 for the discount retailer, and 12 for the commercial side will begin to accomplish locking in. The packaging of the product should make it easy to spot for consumers that the product is â€Å"Made in Canada† to help sell itself against the competitors brands. Through this packaging alone, advertising costs will be able to be reduced after the first initial season of selling as consumers will have confidence in the brand when they see that it works and is made in Canada. Sales reps will begin to make sales calls and pitch StaGreen to golf courses immediately to setup orders before the season begins. Emphasis on reducing the courses maintenance fees by using the product will be the main element of the sales pitch. Reps will be able to give out a small, limited, amount of samples for those courses who would like to try it and see the benefits firsthand. The longer term strategy after a few years once HydroCan begins to generate enough cash flow and profit would be to increase into the untouched 40% of the consumer market which includes the specialty and home improvement stores. Also recommended is for HydroCan to have a greater focus on the commercial housing market during this so they can maximize their market potential.