The problem has been around for years, waiting for a smart
solution. Office workers prefer to drink from ceramic, porcelain, or
china cups, but don't like to wash them. Cups are either rinsed quickly
(and basically stay dirty) or are left in the sink until the cleaner
comes at the end of the day. Apart from the aesthetic arguments, there
is also the question of office hygiene. Research has shown that the average
office cup, used by several people, can carry a high number of infectious
germs and contribute to the spread of disease.
All these reasons provided the justification for developing FreshCUP ,
the world's first cup-washing machine designed for the office environment.
It has the unique ability to clean and sanitize cups in seconds.
its proprietary FreshCUP 1·2 Biocleanser are manufactured and marketed by DeeAy Technologies Ltd., owned
by the Eden Group (the majority shareholders), DeeAy founders David Zelniker
and Avi Kafzan and investor Avraham Gilat.
Before establishing DeeAy in 1993, engineers Zelniker and
Kafzan spent five years developing the concept and refining the product
and the detergent. The innovation held such promise that Eden and Gilat
quickly joined the venture to add marketing power and financial stability.
The Eden Group today is a $200 million company, publicly traded on the
Tel Aviv Stock Exchange, employing over 1000 people and growing by 20%
annually. Kafzan continues to play a major role in the company to enrich
and expand the FreshCUP product line.
DeeAy Technologies operates from four locations in Israel.
An ultra-modern 2000 square meter facility in the Caesarea Industrial
Park undertakes all production and R&D development. Management, marketing, sales and distribution are headquartered
in the Tel Aviv area, with branches in the north and south of the country.
The company employs 80 personnel and runs a 34 vehicle fleet to support
its fast-growing local sales.
Since DeeAy Technologies began commercial sales, over 8,000 FreshCUP machines
have been sold. In 1997 the company began exports to a number of Western
a compact cup washer, measuring 30cmW x 35cmD x 43cmH and weighing 6.5
kilos. It is small enough to fit into any office kitchen space or even
sit on a shelf, and requires a water supply and outlet. The water consumption is 600cc per cup.
clean and sanitize 2-3 cups every 30 seconds, and can be operated for
just one cup or continuously for a pile of cups. The machine is operated
by pressing one button. The water is heated so that the cleaned cups
dry themselves by water evaporation.
The detergent, FreshCUP 1·2
BIOCLEANSER, comes in a convenient snap-in cartridge which is quickly
replaced after 400-600 cup washes. The BIOCLEANSER cartridge contains
two separate detergents, is a patented proprietary formulation of DeeAy
and is totally ecologically-friendly. The cartridge is recyclable and
thereby helps to promote the quality of the environment.
technical advancements feature a dedicated water heater which elegantly
attaches to the back of the unit. The unit heats water faster and to
higher temperatures than any comparative heater on the market, thereby
allowing cups to be cleaned and dried more efficiently. New refinements
and applications are constantly being added.
The advantages of FreshCUP are:
reducing the need for cleaning services; saving employee work-time and
sick-time; providing an economic alternative to the cost and detriment
of disposable cups; improving the quality of office life; and fitting
the available space in almost every office kitchenette. The product carries
the approvals of UL, TUV/GS, and CE as well as the Israel Standards Institute.
One of the major marketing attractions of FreshCUP is
its broad application. Apart from serving offices of every size, this
innovation is ideal for shops, showrooms, bars, beauty salons, and other
commercial and service enterprises.
It suits institutions such as hospitals and senior citizen
homes. It is excellent for the teacher lounges in educational facilities
and for apartment hotels. A new application in the Dental field is now
To the company's knowledge, there are as yet no direct competitors
to FreshCUP on the market. Existing washing methods do not provide an adequate solution
to specific office needs. Disposable cups are neither ecological nor
popular with regular staff. They also do not provide a quality image
for special guests. Hand-washing is usually avoided, and in any case
poorly done. Small dishwashers are too large and slow to handle the cup-washing
The preferred distributor of FreshCUP will
already have access to the office market and supply it with consumables
on a regular basis via an established sales force. Companies undertaking
direct sales of specialized office products, such as water coolers, water
filtration, coffee machines, vending machines, security systems and office
coffee service are good candidates.
The distributor must be willing to appoint a dedicated product
manager and sales force which will focus exclusively on this product
line. An excellent alternative is an entrepreneur who is willing to establish
a special marketing company for this purpose. Such a company will include
sales people, technical service, and a delivery network for the FreshCUP
A substantial financial investment is required for successful
market entry and product promotion (via telemarketing, sales people and
distribution channels). Based on the experience of a number of markets,
positive cash flow can be obtained in the 5th quarter, with profits accruing
DeeAy has developed an impressive array of market support
tools for FreshCUP , both to stimulate consumer demand and to provide in-depth training to new
distributors. A range of color brochures, mailers, promotional items,
and videos, have worked successfully in several markets.
As part of official company policy, new
distributor's technical and sales executives are required to attend a
one-week obligatory training course in Israel run by DeeAy Technologies.
A unique Business Opportunity