Our Methodology

As we were founded by doctors, keeping people healthy is at the heart of everything we do. We also apply the Socratic method to our business solutions.

We use the framework of Business, Users & Technology to understand your goals.

Medical diagnosis and treatment is very similar to best practice, Design Thinking, and innovation success principles.

Therefore we always follow these steps.

1. Listen: We carefully listen to our clients to discover known, unknown, or unmet needs.
2. Investigate: Order some investigations or tests, our radar scan, or the propulsion test.
3. Treatment Plan: We then define the best treatment plan for your success.

What is the strategy Clorox Cat Litter needs to have success with this customer cohort?

We believe that the most successful product development cycles involves 2 steps. 

1. getting your product "to the shelf"
2. getting your product "off the shelf"

It also must be strategically integrated with your People, your Product and your Processes.

You talked - we listened!

Clorox is exploring recognition for its ongoing product development and existing innovation for Cat Litter products, to demonstrate that they may be more suitable for individuals with asthma and allergies and may contribute to an improved and healthier indoor environment.

Clorox is interested in working with Allergy Standards Limited (ASL) as an Innovation Partner to investigate how three of their cat litter products perform when tested to relevant standards with the intention of communicating this to consumers.

Clorox would like to develop compelling, scientific evidence that their properly maintained, innovative cat litter products, may be an appropriate choice for individuals with allergies and/or hyper-sensitive airways.

The objective of ASL’s Certification Program is to identify scientifically validated superior choices to consumers who are concerned about minimizing their exposure to allergens and irritants.

Clorox would like to explore if it is feasible for these cat litters to be eligible for the relevant Allergy Standards Certification Program.

Proposal Purpose and Scope

This proposal outlines the steps required to:

• Assess the performance of Clorox’s cat litter products through the lens of the "asthma, allergy and air aware" (AAA) consumer
• Build a compelling scientific case for these products with regards to indoor air quality
• Assess the feasibility of entering the products into an ASL program such as the asthma & allergy friendly® Certification Program.

Based on our correspondence to date, and cross referencing those with our 7 pillars framework, we recommend focussing on the Blue pillar, Science, for the first 2 steps. We have also included two suggestion in the marketing and consumer pillars but do not recommend starting those at this stage.

Science

Step 1:Technical Review

The Technical Review will be a ‘desk-based’ primary research phase considering the following:

What we will do

• Collating and reviewing internal data from testing previously completed by Clorox and conducting a gap analysis.
• Landscape analysis and scientific literature review on cat litter, and related products, and indoor air quality e.g. Charcoal vs Scent.
• The classification and triaging of each and various categories of cat litters, clumping, non-clumping, crystals, scented and unscented; relevance/risk for certification consideration.
• Assessing the performance of the cat litter category to contribute to an improved and healthier indoor environment.

Inputs and Investment by you

• $5,000
• Submission of appropriate requested material through the client service portal.
• Turnaround Timeline is 4 weeks after receipt of requested materials (such as Initial submission Survey form ) and PO
• Sample and data requirements to be confirmed subsequent to agreement of the proposal.

Key Outcomes and Benefits for You

• Determine risks and payoffs for the project, clarity on next steps
• Gain understanding if you have possible technological leverage that is credible
• New science vs known, basic determination of the certification project complexity and hurdles
• A knowledge of the category as how it relates to indoor air quality
• An understanding of how and if the cat litter category can contribute to an improved and healthier indoor environment
• Understating of the technical feasibility, size of technical gap, to make an allergy or asthma claim.
• Early sense of selecting an appropriate go to market strategy from the plethora of alternative solutions that are available for the air aware consumer

Step 2: Pilot Testing

Pilot testing will involve including chamber studies, to focus on areas identified in Phase 1.

The parameters that will be considered include:

• Levels of airborne particulates
• Levels of airborne allergens
• Evaluation of moisture retention, microbial activity and allergen removal following standard care instructions
• Evaluation for presence of allergenic substances.
• Evaluation for presence of irritant, banned or restricted chemicals and volatile organic compounds (VOCs)

Clorox may already have completed testing relevant to some of the above factors and additional testing required cannot be determined before completion of Step 1.

Where Clorox has existing data from testing conducted in appropriately accredited third party laboratories, this will be considered.

Inputs by you

• Investment $15,000
• Timeline: 6-12 weeks
• Sample and data requirements to be confirmed subsequent to agreement of the proposal.

Outputs and Benefits for you

• ‘Praxis’ for the "air aware" consumer i.e. converting theory to data and marketing action
• Early data for the Product advantage and compelling value proposition.
• Does the data say there is a provable product advantage that can be differentiated as a unique customer benefit for this cohort,
• Is there Technological leverage to meet these customers’ needs better
• Technical feasibility, size of technical gap, new science vs known, certification project complexity and hurdles
• Value maximising for the second phase of testing.
• Testing results, interpretation and analysis, as well as recommendations for next steps will be delivered in a written report.
• Data generated during Step 2 can be used if/when products are submitted to the asthma & allergy friendly Certification Program.

Step 3: Completion Testing

This would involve any completion testing that is identified as a requirement following Steps 1 and 2.

• Cost: $20,000
• Timeline: 6 weeks

Pending the successful completion of Step 2, a refined targeted pilot testing plan and timeline will be put forward.

Wellness Marketing

Suggest

• Potential physician and health care professionals feedback.

Benefits

• Spot Data-Driven opportunities in the wellness marketing arena
• Opportunity for your team to. become Indoor Air Science Informed from the medical science and disease management perspective
• Leveraging current wellness trends to hight your product advantages

Consumer

Suggest

• Conduct some research directly with the asthma, allergy air (AAA) consumer

Benefits

• Understanding Marketing leverage your competitive situation
• Establish VOC (and or Voice of Mum) for this influential health maven group.
• Gain understanding of How to transfer that to social media and Digitally influence
• Explore how to Make Claims That Resonate; convert science to consumer benefit and play the game where you can win.

Point of Purchase

Full Certification of the Product

• Entering into a formal certification mark user agreement licensing agreement.
• Fees for this cannot be set at this time until we know if the product passes and what product volumes would be eligible for certification.
• Indicative example of prices range can be $25,000 per annum up to $300,000 per annum

Benefits as per this page.

• Once a new Certification Standard is approved, the product will need to be included in a relevant Certification Mark User Agreement in order for legal use of the Certification Mark to be granted.
• There will be a licensing fee associated with this, which is not included in this technical proposal.
• Clorox cat litter products are not eligible to carry the ‘CERTIFIED’ mark until a standard has received formal approval and all testing criteria have been met.

Summary of Proposal

• Step 1: Technical Review $5,000
• Step 2: Pilot Testing $15,000
• Step 3: Completion of laboratory testing $20,000

Notes

We reserve the right for a good faith variation of 15% in testing due to the biological nature of some of the testing.

This quotation is valid for thirty (30) days. The invoice will be issued in US Dollars.

ASL will endeavour to complete this project on a timely basis following receipt of your written instructions with regards to this proposal.

ASL serves our customers through our three business units

Summary Terms & Conditions

Any reports produced can be used to assist products to qualify for enrolment at a future date within one of the various national or international Certification Programs operated by ASL.

HOWEVER please note that any of the national Certification Programs require inclusion of a qualified tested

Product or any tested component to be covered within an appropriate national CERTIFICATION MARK USER AGREEMENT as a condition precedent to any use or reference by Company to a certain national Certification Mark of ASL and one of their national partners or to make any other reference to ASL or any use of trademark, certification trademark, trade name, color combination, insignia or device owned or used by ASL, or to make any disclosure by Company that any

Product has been tested by ASL or the results of such testing. Company may not disclose that any Product has been tested by ASL.

All data and reports arising from this proposal will be provided to Clorox.

The results of such testing cannot be used for any other national or international logo program, endorsement, rating or certification without ASL’s specific expressed written approval.

This document and any report issued shall not be reproduced in part by any means. They remain copyright of ASL at all times.

Introduction of new Certification Standards are subject to independent peer review and no guarantees can be given as to the outcome of this process.

All Proprietary Information and Expertise provided by ASL shall remain the property of the ASL.

Full terms and conditions can be found on the Service Portal.

About Allergy Standards Limited

Allergy Standards Limited (ASL) mantra is design thinking and an innovation for healthier indoor air for the allergy aware consumer. As an independent, international certification company, it creates meaningful scientific standards for testing a wide range of products and services to determine their impact on improving indoor air quality.

ASL’s intellectual property portfolio includes unique testing protocols and suitability specifications for products to be CERTIFIED asthma & allergy friendly®.

ASL’s mission is to improve lives by empowering people create the healthiest possible indoor environment through science, education and innovation. Our vision is a world where all ER visits caused by exposure to avoidable indoor allergens are eliminated. For more information, visit www.allergystandards.com

About the Asthma and Allergy Foundation of America

About AAFA: Founded in 1953, AAFA is the oldest and largest non-profit patient organization dedicated to saving lives and reducing the burden of disease for people with asthma, allergies and related conditions through research, education, advocacy and support. AAFA offers extensive support for individuals and families affected by asthma and allergic diseases, such as food allergies and atopic dermatitis (eczema). Through its online patient support communities, network of local chapters and affiliated support groups, AAFA empowers patients and their families by providing practical, evidence-based information and community programs and services. AAFA is the only asthma and allergy patient advocacy group that is certified to meet the standards of excellence set by the National Health Council. For more information, visit www.aafa.org

About the asthma & allergy friendly® Certification Program

The asthma & allergy friendly® Certification Program is a unique, ground-breaking collaboration between the Asthma and Allergy Foundation of America and Allergy Standards Limited. The program tests and certifies products to prove their suitability for people with asthma and allergies. The program works with retailers and manufacturers to offer consumers products for a #healthierhome.

CERTIFIED products include air cleaners, flooring, paints, bedding, vacuum cleaners, washing machines, insulation, cleaning products and more.

Visit aafa.org/certified for more information