In this episode of the Talking Pools Podcast, Rudy Stankowitz delves into two significant topics for pool professionals: the oxidation-reduction potential (ORP) in swimming pool water and how to identify underserved niches in the market to differentiate one’s business. He begins with a humorous story about an Italian man and his tomato garden, serving as a light-hearted prelude to the more technical discussion of ORP and market strategies that follow.
Listen to this episode with Rudy here ⬇️
Understanding Oxidation-Reduction Potential (ORP)
Rudy explains that ORP is a critical measure in swimming pool water treatment. It reflects the water’s ability to oxidize and reduce substances, making it a key metric in ensuring water cleanliness and safety. ORP is not a direct measurement of the amount of chlorine or sanitizer present in the pool, but rather a measure of the water’s oxidizing capacity, specifically how well the water can eliminate contaminants such as bacteria, algae, and organic material.
ORP is measured in millivolts (mV), and maintaining an optimal range of 650 to 750 mV ensures the water’s ability to neutralize harmful pathogens effectively. Chlorine, the most common oxidizer in swimming pools, plays a crucial role in ORP. When chlorine is added to water, it forms hypochlorous acid (the active form that kills contaminants) and hypochlorite ions. Hypochlorous acid is the stronger of the two and is the most responsible for the pool’s disinfection capacity.
The pH of the water directly affects ORP because it influences the balance between hypochlorous acid and hypochlorite ions. Rudy emphasizes that at a pH level of 7.2, approximately 66% of chlorine exists in the more effective hypochlorous acid form, while as the pH rises to 7.5, the effectiveness drops to 50%. At a higher pH of 8.4, only 9% of the chlorine remains in the hypochlorous acid form, significantly reducing the pool’s disinfection power.
Factors Influencing ORP Readings
Rudy goes on to explain that multiple factors can affect ORP readings, which makes managing it a complex task. The presence of cyanuric acid (CYA), used to protect chlorine from sunlight, can lower ORP by bonding with chlorine and reducing the amount of free hypochlorous acid in the water. However, this bond is also responsible for causing a temporary spike in ORP in the early morning when UV light is minimal, which allows more hypochlorous acid to accumulate overnight. As the day progresses, UV light increases, leading to a reduction in hypochlorous acid and thus lowering the ORP.
Temperature also affects ORP; as water temperature rises, chemical reactions increase, which can initially elevate ORP, but prolonged heat can cause chlorine to dissipate more quickly, potentially lowering ORP if chlorine levels are not adjusted. High bather loads, which introduce organic contaminants such as sweat, oils, and cosmetics, can deplete chlorine and lower ORP as well.
Total dissolved solids (TDS), which include salts, minerals, and other materials, can also interfere with the accuracy of ORP readings by affecting the sensitivity of the ORP sensor. Other chemicals, such as hydrogen peroxide (an oxidizer), can influence ORP by either increasing or decreasing the measurement. Rudy provides an example from the 2016 Olympics in Brazil, where a pool turned green after hydrogen peroxide was added to neutralize sulfides in the water, inadvertently neutralizing the chlorine and causing ORP sensors to misread the chlorine levels.
Rudy stresses that monitoring and adjusting water chemistry, including free chlorine levels, pH, CYA, and TDS, are essential for maintaining accurate ORP readings and ensuring water safety.
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Discovering an Underserved Niche
After the technical deep dive into ORP, Rudy transitions to discussing how pool service professionals can identify and capitalize on underserved niches in their market. He points out that the swimming pool service industry is often oversaturated, and finding a specific area to specialize in can help businesses stand out from competitors. A niche allows companies to offer specialized services that cater to particular customer needs, potentially commanding higher prices and building a loyal client base.
Rudy advises pool professionals to reflect on their years of experience in the industry and consider recurring problems or unmet needs that they have encountered. This introspection can help identify potential niches, whether it be offering advanced water chemistry services, eco-friendly pool maintenance solutions, or specialized treatments that reduce chlorine usage.
The process of uncovering a niche begins with brainstorming, Rudy says. Pool professionals should generate a list of potential niche areas based on their unique skills and knowledge without limiting their ideas at first. Once a broad list is created, they can narrow it down based on feasibility, demand, and profitability.
Research and Validation
Rudy emphasizes the importance of researching the market to identify gaps in service. This involves analyzing competitors, understanding what they offer, and pinpointing where they may be underperforming or lacking expertise. Engaging with clients directly, whether through surveys, casual conversations, or formal interviews, can also help pool service professionals gain valuable insight into customer pain points and unmet needs.
In addition to customer feedback, Rudy recommends using tools like Google Trends and keyword research to assess whether there is sufficient demand for the niche. Understanding seasonal trends and geographic differences can also provide a clearer picture of how interest in a particular niche has evolved over time.
Once a niche is identified, Rudy suggests testing the concept with a pilot program. Offering the service at a discounted rate or as part of a package deal to a select group of clients allows pool professionals to gather feedback, refine their offering, and ensure there is genuine demand for the service. Continuous iteration based on customer input is key to perfecting a niche offering.
Scaling and Sustaining a Niche Business
As a niche business gains traction, Rudy encourages pool service professionals to focus on scalability. This involves determining whether the niche can grow over time and whether there are opportunities to expand offerings without diluting the brand. For example, a company specializing in eco-friendly pool maintenance might expand into offering energy-efficient pool equipment or sustainable landscaping services around pools.
Partnerships with complementary businesses, such as pool equipment suppliers or property management companies, can also enhance service offerings and expand reach within the niche. Staying informed about industry trends and technological advancements is crucial for maintaining a competitive edge.
Rudy concludes by underscoring the importance of customer loyalty in niche markets, where the customer base may be smaller but can be more loyal if the service provided is exceptional. Building long-term relationships, offering additional services, and maintaining high levels of customer satisfaction are essential for maximizing the lifetime value of each client. As the niche becomes more successful, competitors will likely emerge, so it’s important to continuously innovate and improve service offerings.
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Final Thoughts
In this comprehensive episode, Rudy Stankowitz provides valuable insights into both the technical aspects of pool water treatment and the business strategies needed to carve out a successful niche in the pool service industry. By mastering ORP management and identifying underserved market segments, pool professionals can elevate the quality of their services, differentiate themselves from competitors, and build a loyal customer base that values their specialized expertise.
