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UK Market Development . My Background. 32 years service within the UK Fire & Rescue Service. Experience - Large metropolitan, County Shire, and remote and isolated rural. Previous career - UK lead for Health and Safety. A dvisor to the UK Health & Safety Executive. - PowerPoint PPT Presentation
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UK Market Development
My Background
32 years service within the UK Fire & Rescue Service.Experience - Large metropolitan, County Shire, and remote and isolated rural. Previous career -
UK lead for Health and Safety. Advisor to the UK Health & Safety Executive. Chief Fire Officers Association - Director of Operations. Non Ex Director of the UK Fire Service College. Director of UK Resilience. Professional focus – Firefighter Safety. Academic focus – Operational Command methods.
Now – UK Marketing Manager for Cold Cut Systems.
UK & Ireland Market Dimensions
Services Stations Fire Appliances
England 46 1440 2100Scotland 1 371 430 Wales 3 151 200N Ireland 1 68 110R of Ireland 37 220 250
Key UK issues
Firefighter Safety – The liability agenda.Rural capabilityInsurance industry costs and expectations.Limiting economic consequences.Reducing environmental damage.Community wellbeing and continuity. Operational flexibility.Critical assets and heritage.Continuity of service provision.
Big agendas
Firefighter Safety & Public Expectation Taking risks in a measured way and in a way that is as safe as
possible – but nevertheless still taking risks – must be intrinsic to the role of a Fire Service if it is to be effective.
Operational Flexibility Responsive, flexible, and future proofed in terms of continuity of
service provision and operational efficiency.
Environmental impact Preventing impact and pollution through the implementation of
Environmental Strategies. Targeted at demonstrating best practice in environmental management.
Financial Pressures
Market Development
Initial Cynicism
Basic operational awareness
General operational understanding - limited strategic involvement
Wide Strategic engagement & awareness
Embedded operational philosophy
Overcoming resistance
Threats to Implementation
Established Opportunities
Health & Safety concerns
High level training input
Danger of improper use
Entrenched operational perspective
Flow Rate requirements
Commitment to perceived alternatives
Alternative not complementary
Enhanced capability Significantly enhanced
firefighter safety Ability to attack offensively
from relative safety Total compatibility with
traditional methods Reduction in operationally
induced damage Reduced environmental
impact Enhancement of command
options Improved service provision
and community confidence
Development in the UK
Initial focus was the product. Resulting in singular use and
specialist application.
New focus is the method. Strategic development of the
Cutting Extinguisher Concept. Integrated with operational and
command understanding. Facilitating development and
innovation. Working strategically with service
users. Enhancing support quality and
response. Our aim is to help services link the coldcut™cobra with the strategic development of their operational plans and organisational strategies.
Market developments
Greater Manchester. Moving to a fully embedded system. Standard appliances and rapid response. Tender to purchase 43 units.
Lincolnshire. Fully embedded system. Standard appliances. Second phase tender towards 23 units.
Kent. Moving to a strategically diversified system. 6 units purchased. Progressive movement to wider implementation. Developing maritime and Channel tunnel response options.
Market developments
Oxfordshire. Moving to a fully embedded system. Low cost vehicles / installation options under development. Likely to be a phased approach to purchase of 24 units.
Northamptonshire Spearheaded the development of Cobra in the UK Operates a fully embedded system 19 of 23 Fire trucks. Holds Cobra Academy status in the UK
Isle of Wight. Already fully embedded system. Highly populated island community. Combined Urban Rural and isolated risks.
Market developments
Scotland (Single Service Reform) Fully evaluating for the single Service. Focus on rural agenda. Refresh rate 40 new vehicles per year.
Wales Centralised evaluation & purchasing. Collective arrangements. Strong political involvement.
Ireland Presently evaluating Cobra. Significant financial pressures. Means of enhancing safety and rural cover arrangements.
Key principles
Need to deal with the new financial reality.Need to keep firefighters safe.Need to keep the public safe…..but -Also want to continue to reduce damage and the cost of fire…………this can only be - Achieved by embracing, adapting, or adopting new technology.
Product FocusThe dangers
The tool can become the problem! Over emphasis on cutting at the expense of
cooling. Resistance on the bases of safety. Appears to attack traditional methods. Will be seen as an alternative not
complementary. Will tend to become part of a long evaluation. At worst becomes a specialist tool, and… The specialist tool will not be used. Lack of use will reinforce resistance to make the
purchase decision.
Focusing on the method
Effective application will improve safety, enhance efficiency, and protect the environment. Speed of response = speed of extinction.Responsive to complex buildings, materials and fire loading.
Scalable & integrated
Urban Domestic
High-rise Residential
Rural
Remote / Isolated
Urban Commercial
Large Residential
Complex Residential
Large Commercial
Large Industrial
Complex Retail &
Commercial
High Bay Warehousing
Large Complex Industrial & Commercial
Thermal Image Scanning (TIS) TIS & PPV
Embedding the capability
Fast response specialist units operating as part of a co-
ordinated deployment
Embedded into local community response integrated
with traditional firefighting methods
Isolated Rural
Fully integrated into traditional pumps, operating within a
strategic deployment model
Embedded training and awareness, enhancing
traditional methods
Integrated Urban
Single unit will tend torespond only on request
Tendency to be secondaryto traditional firefighting
methods
Low order secondary impact
Multiple units strategically dispersed on traditional pumps
Lack of training and awarenessLeading to a continual focus on
traditional methods
Marginal impact – low benefit
Singular/ Limited resource
Non-integrated
Fully-integrated
Distributed / Multiple resource
✗ ✗
The cutting extinguisher is:
effective as a tool supporting traditional firefighting operations.
very effective as a first response firefighting method, enhancing traditional tactics.
most effective as an embedded operational system which is fully integrated into all aspects of operational response and command awareness.
Product must follow the method!
Operational Confidence
UK Market Transition
Product focus –Singular purchase / Specialist use.
Lead service break through –Beginning to capture interest.Cynical market conditions prevail.
Focus on method –Product becomes a secondary issue.Key focus✔Strategic confidence✔Embedded philosophy✔Agenda matched
Establishing commitment(10 point plan)
① Not sales – But Awareness.② Enhancing strategic objectives.③ Reinforcing strategic aspirations.④ Engaging employee representatives.⑤ Building relationships.⑥ Support and Coaching.⑦ Creating confidence.⑧ Establishing the need for purchase. ⑨ Aligning coach builders.⑩ Developing critical mass, via embeding Cobra units
based on clear understanding and method development.
The UK purchase decision process(Traditional)
Technical Services -
recognition
Formal report to Senior
management team
Formal evaluation
Formal report to Political leadership
Tender to marketPurchase
The UK purchase decision process(New)
Technical recogniti
onStrategic confiden
ce
Formal evaluatio
nTender
decisionTender to market
Purchase
Influencing strategic decision making
Creating sales through users.Focus on operational opportunity first.Gaining strategic sign up.Creating strong advocates.Formally create distance from negative market agendas.
Technical Services -
recognition
Formal report to Senior
management team
Formal evaluation
Formal report to Political
leadership Tender to market Purchase
Cobra – Method & Strategy
An example from the Netherlands
The Brandweerdoctrine
Offensive inside attack Defensive outside attack ObjectiveFirefighters operate directly within the hazard zone or fire compartment within the building, where benefit outweighs risk – Risk of dynamic and aggressive change in fire conditions will always be present.
ObjectiveFirefighters operate outside the building, outside the collapse zone. Saving the building is no longer an option without excessive risk to firefighting personnel.
Relative Risk
Relative Safety
Tactical Modes
What is the story?
Outside Defensive!
Brandweerdoctrine
Focus on improvements in firefighter safety.Impetus generated from multiple firefighter fatality incident – De Punt Fire, May 9th 2008.Movement towards default defensive position.Development of the Kwadrantenmodel.
Kwadrantenmodel
Relative Risk
Relative Safety
Offensive inside attack Defensive outside attack ObjectiveFirefighters operate directly within the hazard zone or fire compartment within the building, where benefit outweighs risk – Risk of dynamic and aggressive change in fire conditions will always be present.
ObjectiveFirefighters operate outside the building, outside the collapse zone. Saving the building is no longer an option without excessive risk to firefighting personnel.
Relative Risk
Relative Safety
Defensive inside attack ObjectiveRapid response to contain and stabilise the fire from outside the compartment. Create tenable conditions in readiness for offensive compartment attack.
Offensive outside attack ObjectiveRapid response to contain and stabilise the fire from outside. Create tenable conditions in readiness for offensive inside attack.
Outside
Inside
Def
ensi
ve
Offe
nsiv
e
UK Modes – Quadrant Model
Relative RiskRelative
Safety
Cutting Extinguisher & Quandrant Model
Offensive inside attack
Defensive outside attack Offensive outside attack
Defensive inside attack
ObjectiveRapid response to contain and stabilise the fire from outside. Create tenable conditions in readiness for offensive inside attack.
ObjectiveRapid response to contain and stabilise the fire from outside the compartment. Create tenable conditions in readiness for offensive compartment attack.
ObjectiveCOBRA facilitates safer egress into building or compartment for BA operations and traditional firefighting methods.
COBRA Supported rapid internal firefighting intervention into the fire compartment, with lower risk and more effective facilitated BA deployment.
ObjectiveFirefighters operate outside the building, outside the collapse zone. Saving the building is no longer an option without excessive risk to firefighting personnel.
Outside
Inside
ObjectiveFirefighters operate directly within the hazard zone or fire compartment within the building, where benefit outweighs risk – Risk of dynamic and aggressive change in fire conditions will always be present.
Relative Safety
Relative Risk
Def
ensi
ve
Offe
nsiv
e
Outside Defensive
100 m
100 m
Pharmaceutical production site
Production AreasHigh Bay
Warehouse 2
Offices
High Bay Warehouse 1
Loading Bay
HP
HP
HP
COBRA
PPV & COBRA
Inside Defensive Attack?
Integrated Method
Offensive Outside Attack
Defensive Inside Attack
Low Risk Offensive Inside Operations
✔ The application of the cutting extinguisher will, in isolation or when integrated with traditional firefighting methods, significantly reduce the risk to firefighters during structural firefighting operations, whilst also increasing performance and efficiency.
✔ It will facilitate safer and more effective firefighting operations, and will significantly extend the command options within the risk profile of the incident.
✔ When used sequentially, the cutting extinguisher will complement and enhance traditional internal firefighting methods.
✔ Water damage is substantially reduced, and environmental impact is minimised.
Relative Safety
Relative Risk
Enhanced command options
Offensive inside attack
Defensive outside attack Offensive outside attack
Defensive inside attack
Command ObjectiveTo provide an effective means of an offensive attack from the relative safety of a defensive position without the need to expose firefighters to internal risks.
OutcomeRapid control and stablisation of the fire conditions from a position of low risk.
Command ObjectiveTo rapidly respond to a high risk internal compartment fire without the need to significantly increase the risk parameters of the fire situation.
OutcomeFacilitating rapid sequential traditional attack options under significantly safer conditions.
Command ObjectiveCOBRA facilitated faster and More effective operational attack under significantly improved operational conditions:
OutcomeLess Risk to firefighting personnel and remaining building occupancy facilitating more effective operational deployment.
Command ObjectiveTo ensure that firefighting personnel are not exposed to excessive risk, based on the nature of the fire and the potential for structural collapse of the building.
Outcomelimiting fire damage to the boundary of the building resulting in prolonged but safer firefighting operations. Consequence - high levels of damage, social, and environmental impact
Outside
Inside
Def
ensi
ve
Offe
nsiv
e
CommandCutting extinguisher applied within the context of the Quadrant Model will improve speed of attack and firefighting capability for offensive and internal defensive operations.
In effect, it provides commanders with the tactical option of an effective offensive attack from a defensive position.
Traditional offensive compartment firefighting and BA operations will be significantly enhanced due to the speed of offensive cooling prior to opening up the fire compartment.
Once embedded into operational response it will enhance confidence and reduce risk, converting “risk aversion” to risk control.
Enhanced tactical options
The introduction of the Cutting Extinguisher as an embedded system into the command decision process creates the opportunity to extend the present two primary modes in the UK into four distinct options within the Quadrant Model.
A significantly improved level of control over the balance of risk and benefit is maintained within the context of a much wider template of deployment options.
Embedded integrated use of the cutting extinguisher concept -
Combined with the applicationof supportive methods of operational practice. -
Will enhance the safety and efficiency of firefighting operations.
Developing the market
Continue to develop strategic awareness – product & Method.Coach and support the purchase decision.Develop & Support national influencers.Enhance the level of coaching and support to installers. Support market advocates. Focus thinking towards critical mass.
www.coldcutsystems.com