Member Article

The business of urinals: Bdaily meets ECO AD

ECO AD Ltd is the only company in the UK to sell environmentally-friendly urinals with an integrated advertising platform - helping customers not only save money, but earn it. Managing director, David Porter, takes Bdaily behind the business.

What key challenges has your company recently faced?

The biggest challenge we faced was to gain the sole distribution rights in the UK and Eire of this unique product. It took around three months to negotiate this agreement but, without it, we didn’t have a business. Once we had the agreement in place we were able to move ahead with the business and approach customers with our concept.

What is your biggest achievement in the last 12 months?

Our biggest challenge became our biggest achievement when we finally received the sole distribution rights of the product. This was followed fairly rapidly by signing our first deal with Kent University Students’ Union bar and night club to install 16 urinals.

We’ve received very positive feedback from Kent Union, which has commented on how much the smell in its wash rooms has improved - and we’re also really proud of our website, which has already generated leads.

What is your biggest focus for the coming year?

We are already in negotiations with a number of football clubs and hope to have our units installed in many of them within the next 12 months. The clubs will benefit from huge water savings which will, in turn, improve their carbon footprint. Once we have the units in football clubs we will then sell the advertising to both local and national and advertisers and pay a percentage back to the clubs. They not only see a saving against their water bill, but also generate a revenue stream from the advertising platform – and that’s what sets us apart from other waterless urinal companies.

If you had to choose one top piece of advice for someone just starting out in business, or is currently operating within your industry sector, what would it be?

People, process and systems - if you have a good idea and you can get these three things in place then you have the foundation for a great business. It’s important to surround yourself with the right people who can help you achieve your goals. I employed a business mentor, Stephen Padgett from Stockton-based management consultancy PCF Solutions, who is now a partner in the business.

Can you share with us your view of the current landscape of business in your region, and where your organisation sits within it?

Unfortunately, the North East has been one of the areas in the UK most affected by the recession. However, on the flip side, there are many schemes in the North East to help young people fund their business ideas - it’s just a case of knowing where to look.

Any business that can set up and survive these hard times will thrive when the country gets out of the recession. I believe SME companies are the backbone of the UK economy and I feel passionate about supporting local business. Eco Ad offers a solution that not only helps businesses save money, but also helps them earn it and reduces their environmental impact - so everybody wins.

This was posted in Bdaily's Members' News section by Tom Keighley .