WHITE PAPER
circle-white-paper-final WHITE PAPER
Circle RO System Marketing Claims
JULY 2015
brondell.com888-542-3355
CONTENTS
SECTION
1 "10X More Efficient" Claim 1.11 Table Data Explanation 1.2 Brondell Circle RC100 vs. Premier RO-Pure Plus 1.3 Brondell Circle RC100 vs. GE PXRQ15RBL
2 "Saves You Money" Claim 2.11 Premier RO-Pure Plus vs. Brondell Circle RC100 2.2 GE PXRQ15RBL vs. Brondell Circle RC100 2.3 Competition vs. Brondell Summary
3 Raw Claim Data 3.11 Complete "10X More Efficient" RO System Test Data Tables 3.2 Complete "Saves You Money" Source Citations
PAGE
2 3 5
7 8 9
10 13
CONTACT INFORMATION
550 15th Street, Suite 4 San Francisco, CA 94103 Phone:415.315.9000 Toll Free: 888.542.3355 Website:brondell.com MARKETING CONTACT Jon Pinson Director of Marketing jon@brondell.com
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WHITE PAPER Circle RC100 RO System Marketing Claims
"10X MORE EFFICIENT" CLAIM 1.1 TABLE DATA EXPLANATION
MODELS TESTED
Brondell Circle RC100
Premier RO-Pure Plus
GE PXRQ15RBL
The shaded areas on the tables on the following pages represent a volume of 24 ounces of water the equivalent of 2 "standard" glasses of water. In real life, users of RO systems do not drink an entire tank of water all at once, but instead dispense water from the tank by drinking a glass or two at a time. The system then refills that 24 ounces to return to a full tank. This is referred to as "topping off".
With conventional RO systems, back pressure builds up in the system as the tank is filled with water and the air in the tank is displaced. Because of this build up in back pressure, the RO membrane creates a tremendous amount of wastewater as it tries to push through the greater amount of back pressure from the displaced air from the nearly full tank. This is why conventional RO systems are at their most inefficient during this "topping off" stage.
Pages 3-6 show a comparison that represents the average wastewater output for each product as it replaces the subtracted 24 ounces of filtered water to return to the tank's full capacity. This is referred to as the "Top Off Efficiency Average".
Our marketing materials make statements both with a qualifier ("Up to 10X...") and without a qualifier ("10X More Efficienct..."). As illustrated by the data found on pages 3-6, both claims are substantiated.
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WHITE PAPER Circle RC100 RO System Marketing Claims
"10X MORE EFFICIENT" CLAIM
1.2 BRONDELL CIRCLE RC100 VS. PREMIER RO-PURE PLUS
TOP OFF EFFICIENCY AVERAGE
Circle RC100 Average
2.4 Liters
RO-Pure Plus Average
20 Liters
Circle RC100 Efficiency
8.3 X
NOTE: The yellow highlighted figures support Brondell's "10X Efficiency" claim. At the same Occupied Volume, RO-Pure Plus wastewater output is 10.14 times as much water as Circle RC100.
Brondell Circle RC100
OCCUPIED VOLUME (%)
0.0 1.9 5.7 9.5 13.3 17.1 21.0 24.8 28.6 32.4 36.2 40.0 43.8 49.5 55.2 61.0 66.7 72.4 78.1 83.8 91.4 95.2 97.1 98.9 99.4
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.6 3.1
Premier RO-Pure Plus
OCCUPIED VOLUME (%)
0.0 1.3 7.7 14.0 20.2 26.2 32.0 37.7 43.2 48.4 53.5 58.3 62.9 67.2 71.3 75.1 78.7 82.0 85.1 88.0 90.6 91.8 93.7 97.1 99.2
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
5.7 6.5 6.6 6.8 6.9 7.1 7.3 7.5 7.8 8.1 8.4 8.8 9.2 9.7 10.3 10.9 11.7 12.6 13.5 14.7 16.0 16.7 18.0 21.3 24.0
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WHITE PAPER Circle RC100 RO System Marketing Claims
Wastewater (L)
0.0
"10X MORE EFFICIENT" CLAIM 0.0 0.5 6.0 11.5 16.8 22.0 27.1 32.0 36.8 41.5 46.0 50.3 55.6 60.6 65.4 69.9 74.1 78.1 81.8 85.3 88.5 91.4 94.1 96.6 99.5 1.2 BRONDELL CIRCLE RC100 VS. PREMIER RO-PURE PLUS
25.0 20.0 15.0 10.0 5.0 0.0
0.0 1.3 7.7 14.0 20.2 26.2 32.0 37.7 43.2 48.4 53.5 58.3 62.9 67.2 71.3 75.1 78.7 82.0 85.1 88.0 90.6 91.8 93.7 97.1 99.2
Occupied Volume (%)
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WHITE PAPER Circle RC100 RO System Marketing Claims
"10X MORE EFFICIENT" CLAIM
1.3 BRONDELL CIRCLE RC100 VS. GE PXRQ15RBL
TOP OFF EFFICIENCY AVERAGE
Circle RC100 Average
2.4 Liters
PXRQ15RBL Average
20 Liters
Circle RC100 Efficiency
8.3 X
NOTE: The yellow highlighted figures indirectly support Brondell's "10X Efficiency" claim. Though a reading for PXRQ15RBL was not registered at an Occupied Volume of 97.1% (thus making a direct comparison with Circle RC100), one can extrapolate the data to estimate what the reading would have been at the 97.1% volume, and it would be above the 10X claim threshold.
Brondell Circle RC100
OCCUPIED VOLUME (%)
0.0 1.9 5.7 9.5 13.3 17.1 21.0 24.8 28.6 32.4 36.2 40.0 43.8 49.5 55.2 61.0 66.7 72.4 78.1 83.8 91.4 95.2 97.1 98.9 99.4
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.6 3.1
GE PXRQ15RBL
OCCUPIED VOLUME (%)
0.0 0.5 6.0 11.5 16.8 22.0 27.1 32.0 36.8 41.5 46.0 50.3 55.6 60.6 65.4 69.9 74.1 78.1 81.8 85.3 88.5 91.4 94.1 96.6 99.5
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
5.9 7.4 7.5 7.6 7.8 8.0 8.1 8.4 8.6 8.8 9.1 9.4 9.9 10.4 10.9 11.6 12.3 13.1 14.0 15.0 16.1 17.4 18.9 20.5 23.0
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WHITE PAPER Circle RC100 RO System Marketing Claims
Wastewater (L)
"10X MORE EFFICIENT" CLAIM
1.3 BRONDELL CIRCLE RC100 VS. GE PXRQ15RBL
25.0 20.0 15.0 10.0 5.0 0.0
0.0 0.5 6.0 11.5 16.8 22.0 27.1 32.0 36.8 41.5 46.0 50.3 55.6 60.6 65.4 69.9 74.1 78.1 81.8 85.3 88.5 91.4 94.1 96.6 99.5
Occupied Volume (%)
25.0 20.0 15.0
6
10.0
WHITE PAPER Circle RC100 RO System Marketing Claims
"SAVES YOU MONEY" CLAIM
2.1 PREMIER RO-PURE PLUS VS. BRONDELL CIRCLE RC100
Premier RO-Pure Plus vs. Brondell Circle RC100 Cost of Ownership Analysis
Water Cost Data Average drinking/cooking water use per capita per day 1 Average family size in household 2 Average drinking/cooking water use per family Average cost of water 3
2 gallons 3.13 people 2,284.9 gallons/year 0.0045 per gallon
Premier RO-Pure Plus Average drinking/cooking water use per family "Top Off Method" ratio of filtered water to wastewater Wastewater, using "Top Off Method" Total cost of wastewater Total cost of wastewater
Brondell Circle RC100 Average drinking/cooking water use per family "Top Off Method" ratio of filtered water to wastewater Wastewater, using "top off" model Total cost of wastewater Total cost of wastewater
2,284.9 gallons/year 20.0 gal. waste/gal. filtered
45,698 gallons/year $206.93 per year
$17.24 per month
2,284.900 gallons/year 2.4 gal. waste/gal. filtered
5,483.76 gallons/year $24.83 per year $2.07 per month
Summary Cost of monthly drinking/cooking water with Premier RO-Pure Plus Cost of monthly drinking/cooking water with Brondell Circle RC100
Cost difference of monthly drinking/cooking water Wastewater consumed, using "Top Off Method"
Cost of Brondell Circle RC100 (retail price on brondell.com) 4 Cost of Premier RO-Pure Plus (retail price on geapplianceparts.com) 4 Cost difference
Time to make up cost of Circle RC100 Time to make up cost difference between Circle RC100 and RO-Pure Plus
$17.24 per month $2.07 per month $15.18 more per month with RO-Pure Plus 3,351 more gallons per month with RO-Pure Plus
$429.00 $199.95 $229.05 more initial cost with Circle
28.27 months 15.09 months
Footnotes 1-4: Please see Page 13 for calculation details.
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WHITE PAPER Circle RC100 RO System Marketing Claims
"SAVES YOU MONEY" CLAIM
2.1 GE PXRQ15RBL VS. BRONDELL CIRCLE RC100
GE PXRQ15RBL vs. Brondell Circle RC100 Cost of Ownership Analysis
Water Cost Data Average drinking/cooking water use per capita per day 1 Average family size in household 2 Average drinking/cooking water use per family Average cost of water 3
2 gallons 3.13 people 2,284.9 gallons/year 0.0045 per gallon
GE PXRQ15RBL Average drinking/cooking water use per family "Top Off Method" ratio of filtered water to wastewater Wastewater, using "Top Off Method" Total cost of wastewater Total cost of wastewater
Brondell Circle RC100 Average drinking/cooking water use per family "Top Off Method" ratio of filtered water to wastewater Wastewater, using "top off" model Total cost of wastewater Total cost of wastewater
2,284.9 gallons/year 20.0 gal. waste/gal. filtered
45,698 gallons/year $206.93 per year
$17.24 per month
2,284.900 gallons/year 2.4 gal. waste/gal. filtered
5,483.76 gallons/year $24.83 per year $2.07 per month
Summary Cost of monthly drinking/cooking water with GE PXRQ15RBL Cost of monthly drinking/cooking water with Brondell Circle RC100
Cost difference of monthly drinking/cooking water Wastewater consumed, using "Top Off Method"
Cost of Brondell RC100 (retail price on brondell.com) 4 Cost of GE PXRQ15RBL (retail price on geapplianceparts.com) 4 Cost difference
Time to make up cost of Circle RC100 Time to make up cost difference between Circle RC100 and PXRQ15RBL
$17.24 per month $2.07 per month $15.18 more per month with PXRQ15RBL 3,351 more gallons per month with PXRQ15RBL
$429.00 $279.99 $149.01 more initial cost with Circle
28.27 months 9.82 months
Footnotes 1-4: Please see Page 13 for calculation details.
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WHITE PAPER Circle RC100 RO System Marketing Claims
"SAVES YOU MONEY" CLAIM
2.3 BRONDELL CIRCLE RC100 VS. COMPETITION SUMMARY
As illustrated in the data on the previous two pages, savings in the cost of drinking water is just over $15 per month in favor of the Circle RC100 versus the Premier RO-Pure Plus model and versus the GE PXRQ15RBL (coincidentally the "Top Off Method" ratio value is the same for both of the competing models). As an example, over a 10-year period, your Circle could save you $1,821.60 on the cost of water. According to a study from Circle of Blue*, municipal water costs have increased 41% since 2010, as cities are forced to spend millions of dollars to update water supply networks. "Some assessments peg the national cost of repairing and replacing old pipes at more than $US 1 trillion over the next two decades." In other words, that $15 savings per month is likely to grow more and more. In addition to saving money, using the Circle RC100 system saves water lots of it. 3,300 gallons of water As an example, over a 10-year period, your Circle could save 402,120 gallons of water. That's enough to provide drinking and cooking water to 176 families for an entire year.**
* http://www.circleofblue.org/waternews/2015/world/price-of-water-2015-up-6-percent-in-30-major-u-s-cities-41-percent-rise-since-2010/ ** see data on page 8
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WHITE PAPER Circle RC100 RO System Marketing Claims
RAW CLAIM DATA
3.1 COMPLETE "10X MORE EFFICIENT" RO SYSTEM TEST DATA TABLES
MANUFACTURER:Premier MODEL: RO-Pure Plus
Tested by the Environmental Technology Institute, a WQA-certified lab in Seoul, Korea on April 29, 2015
TIME (mins.)
0 1 7 13 19 25 31 37 43 49 55 61 67 73 79 85 91 97 103 109 115 118 123 133 140
ACCUMULATED PERMANENT VOLUME (L)
0.0 0.1 0.7 1.3 1.8 2.4 2.9 3.4 3.9 4.4 4.8 5.2 5.7 6.0 6.4 6.8 7.1 7.4 7.7 7.9 8.2 8.3 8.4 8.7 8.9
BACK PRESSURE (PSI)
0.0 5.7 6.4 7.1 7.9 8.8 9.7 10.7 11.7 12.8 14.0 15.2 16.5 17.7 19.0 20.3 21.6 22.9 24.1 25.3 26.5 27.0 27.9 29.6 30.7
TDS REDUCTION (%)
92.8 92.3 92.2 92.0 91.8 91.6 91.4 91.1 90.8 90.4 90.0 89.5 89.0 88.4 87.8 87.0 86.2 85.2 84.2 83.0 81.7 81.0 79.7 76.7 74.4
Rated pressure into RO system: 48psi
Data used in "10X" comparisons on pages 3-4
OCCUPIED VOLUME (%)
0.0 1.3 7.7 14.0 20.2 26.2 32.0 37.7 43.2 48.4 53.5 58.3 62.9 67.2 71.3 75.1 78.7 82.0 85.1 88.0 90.6 91.8 93.7 97.1 99.2
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
5.7 6.5 6.6 6.8 6.9 7.1 7.3 7.5 7.8 8.1 8.4 8.8 9.2 9.7 10.3 10.9 11.7 12.6 13.5 14.7 16.0 16.7 18.0 21.3 24.0
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WHITE PAPER Circle RC100 RO System Marketing Claims
RAW CLAIM DATA
3.1 COMPLETE "10X MORE EFFICIENT" RO SYSTEM TEST DATA TABLES
MANUFACTURER:GE MODEL:PXRQ15RBL
Tested by the Environmental Technology Institute, a WQA-certified lab in Seoul, Korea on April 29, 2015
TIME (mins.)
0 1 16 31 46 61 76 91 106 121 136 151 170 189 208 227 246 265 284 303 322 341 360 379 403
ACCUMULATED PERMANENT VOLUME (L)
0.0 0.0 0.5 1.0 1.5 1.9 2.4 2.8 3.2 3.6 4.0 4.4 4.9 5.3 5.8 6.2 6.5 6.9 7.2 7.5 7.8 8.0 8.3 8.5 8.8
BACK PRESSURE (PSI)
8.4 8.5 9.1 9.8 10.5 11.2 11.9 12.7 13.5 14.3 15.2 16.0 17.1 18.3 19.4 20.5 21.7 22.8 23.9 25.0 26.0 27.0 27.9 28.8 29.9
Rated pressure into RO system: 48psi
Data used in "10X" comparisons on pages 5-6
TDS REDUCTION (%)
94.8 94.0 93.9 93.7 93.6 93.4 93.3 93.1 92.9 92.6 92.4 92.1 91.8 91.3 90.9 90.3 89.8 89.1 88.4 87.6 86.7 85.7 84.7 83.5 81.8
OCCUPIED VOLUME (%)
0.0 0.5 6.0 11.5 16.8 22.0 27.1 32.0 36.8 41.5 46.0 50.3 55.6 60.6 65.4 69.9 74.1 78.1 81.8 85.3 88.5 91.4 94.1 96.6 99.5
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
5.9 7.4 7.5 7.6 7.8 8.0 8.1 8.4 8.6 8.8 9.1 9.4 9.9 10.4 10.9 11.6 12.3 13.1 14.0 15.0 16.1 17.4 18.9 20.5 23.0
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WHITE PAPER Circle RC100 RO System Marketing Claims
RAW CLAIM DATA
3.1 COMPLETE "10X MORE EFFICIENT" RO SYSTEM TEST DATA TABLES
MANUFACTURER:Brondell MODEL: Circle RC100
Tested by the Environmental Technology Institute, a WQA-certified lab in Seoul, Korea on April 29, 2015
TIME (mins.)
0 1 3 5 7 9 11 13 15 17 19 21 23 26 29 32 35 38 41 44 48 50 51 52 52.4
ACCUMULATED PERMANENT VOLUME (L)
0.0 0.1 0.4 0.6 0.8 1.1 1.3 1.6 1.8 2.0 2.3 2.5 2.8 3.1 3.5 3.8 4.2 4.6 4.9 5.3 5.8 6.0 6.1 6.2 6.3
BACK PRESSURE (PSI)
0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.6 2.8 13.1 20.1
TDS REDUCTION (%)
95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.9 95.7 94.2 92.4
Rated pressure into RO system: 50psi
Data used in "10X" comparisons on pages 3-6
OCCUPIED VOLUME (%)
0.0 1.9 5.7 9.5 13.3 17.1 21.0 24.8 28.6 32.4 36.2 40.0 43.8 49.5 55.2 61.0 66.7 72.4 78.1 83.8 91.4 95.2 97.1 98.9 99.4
WASTE WATER/ 1 LITER OF
PURIFIED WATER (L)
2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.1 2.6 3.1
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WHITE PAPER Circle RC100 RO System Marketing Claims
RAW CLAIM DATA
3.2 "SAVES YOU MONEY" SOURCE CITATIONS
Average drinking/cooking water use per capita per day 1 Average family size in household 2 Average drinking/cooking water use per family
Average cost of water 3
2 gallons 3.13 people 2,284.9 gallons/year
0.0045 per gallon
1 United States EPA Document, "Water on Tap", December 2009: http://water.epa.gov/drink/guide/upload/book_waterontap_full.pdf 2 Statista:http://www.statista.com/statistics/183657/average-size-of-a-family-in-the-us/ 3 Circle of Blue, "The Price of Water 2013", June2013: http://www.circleofblue.org/waternews/wp-content/uploads/2013/06/2013_finaltables.jpg (see below)
Seattle San Francisco San Jose Fresno Los Angeles San Diego Las Vegas Phoenix Tucson Salt Lake City Denver Santa Fe Austin San Antonio Ft. Worth
CIRCLE OF BLUE 2013 SURVEY BREAKDOWN
$90.36 per month $87.20 per month $52.26 per month $19.75 per month $66.35 per month $80.83 per month $41.13 per month $38.75 per month $46.45 per month $26.13 per month $30.00 per month $153.78 per month $72.19 per month $41.20 per month $45.66 per month
Dallas Houston Memphis Chicago Milwaukee Indianapolis Detroit Columbus Atlanta Jacksonville Charlotte Baltimore Philadelphia New York Boston
Average Water Bill Average Cost of Water
$55.09 per month $661.13 per year $0.0045 per gallon
$42.62 per month $58.28 per month $23.58 per month $34.68 per month $33.64 per month $53.04 per month $37.02 per month $52.00 per month $91.92 per month $43.30 per month $48.43 per month
$51.15 per month $62.70 per month $54.24 per month $74.18 per month
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WHITE PAPER Circle RC100 RO System Marketing Claims
ABOUT BRONDELL
Brondell is a leading developer and distributor of healthy home products that improve daily living, one room at a time. Since 2003, Brondell has been known for innovative design and functionality, while maintaining the highest quality products and service. Brondell's commitment to healthy living sets a new standard for luxury and consciousness in the home. Their unique blend of the latest technology and modern design has earned Brondell numerous awards. Past awards include Kitchen & Bath Industry Show (KBIS) Best of KBIS Kitchen Silver Award, Electronic House Home Health Technology Product of the Year, Good Housekeeping VIP Award, Home Magazine Best American Building Products Award, and Wired Tools Top 100 Cool Gadgets. Brondell is a Mark Cuban-backed, privately held company headquartered in San Francisco, CA.
brondell.com888-542-3355
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