Launching Germ Free Company from concept to leading brand – just in time to save lives during Covid
When I started working with Aaron Crocker, all I had was a logo and a dream to create something great. I didn't have any branding materials such as a website, brochures, business cards, or even corporate values. Aaron took care of all of that for me. He even created our company avatar, a cartoon representation of myself. It all came together just in time to help save lives during Covid. To say I'm pleased is an understatement.
Jennifer Robke, CEO
Germ Free Company
Challenges
How to Launch Germ Free Company as a Professional Disinfecting Service, and Position it Against Brands Such as Clorox and Lysol, and the Major Maid Services
Female Entrepreneur
of the Year 2020-2021
Awarded the Female Entrepreneur of the Year in Avon Ohio
Awarded Contracts For Every Municipal Building in Avon Ohio
The most trusted
germ-killing company
in Avon Ohio
When Jennifer Robke, RN, approached me in August of 2019 with her vision of starting a brand new germ-killing company, none of us knew Covid-19 was heading our way.
What we did know was the challenges of competing against major cleaning and disinfection products and services. When you can buy a bottle of bleach or lysol for a few dollars, we knew it could be an uphill battle to charge hundreds, if not thousands to disinfect homes or hospitals.
The challenge was this: How can we enter an aggressive market, in one of the most competitive industries in the world, charge infinitely more than products you can buy at a local grocery store, create mass awareness, and turn it all into a major germ-killing brand?
The secret weapon is Jennifer herself. She has a unique and the impressive background of serving in two branches of the US Military. While in the US Navy, she served as a Hospital Corpsman, where she was awarded the Junior Sailor of the Year in 1995. Then, while serving in the US Army Nurse Corps Reserves, she earned a spot among the highly coveted, highly competitive, 8 Alpha critical care trauma nurse.
Post military, she became a medical device saleswoman, and began working alongside Guidant, a leader in pacemaker and ICD therapy. Jennifer has since worked with other leading medical companies such as St. Jude Medical, Covide, and Medtronic.
Solution
Create a full brand package, soup to nuts, leveraging Jennifer's duel-military trauma nurse experience, and a superior germ-killing technology called Electrochemically Activated (ECA) fluids, and kills germs far better than bleach or lysol-type products.
During my research into germs, bacteria and pathogens, one of the most fascinating things to surface was the discovery that the scientific and medical industries measure the efficacy of a cleaning and disinfection solution using a logarithmic scale of 1 to 6.
This logarithmic scale (known as a kill rate) shows the relative number of microorganisms eliminated as a result of disinfection efforts. In the lab, scientists introduce 1,000,000 microorganisms to a test surface (per Federal standards) and use various chemicals to determine how effective they are at killing germs, bacteria and viruses.
Remarkably, in this scale, bleach and lysol-type products have a 'log kill' rate of only 3, whereas Germ Free Company's Electrochemically Activated (ECA) fluids have a log kill rate of 6 –– and exceeds the disinfecting properties of bleach by 300 times.
Most cleaning and disinfecting labels found on over-the-counter products will tell you it kills 99.9% of germs. To the average consumer, their mind makes a mental leap, thinking that's only 1% off being perfect. The logarithmic scale, however, shows just how much difference there is between 99.9% and 99.999%. It's literally a 1,000 to 1 difference, and nobody knows it.
Here's what that means and why it's important.
For every 1,000,000 bacteria introduced to a surface, a 1-log kill (90%) leaves 100,000 microorganisms alive to reinfect.
A 2-log kill (99%) leaves 10,000 microorganisms alive.
A 3-log kill (99.9%) –– remember, this is the bleach and lysol-type products –– leave 100 microorganisms alive. A 4-log kill (99.99%) leaves 10 microorganisms.
And a 6-log kill (99.9999%) –– that Germ Free Company –– leaves 1 microorganism.
I created a 7 page website that effectivley taps into the Emotion Rules framework, and stacked one persuasion tactic and strategy on top of another. Below, I've featured the Home Page with brief explainations.
As a start up business, Jennifer didn't have any marketing material, and that included corporate values, such a vision and mission statements. So, I created everything she need, soup to nuts, to get her launched. Part of that included the medical folder and inserts she used as a leave behind brochure when visiting and calling on hospitals, nursing homes, walk-in clinics, hospice care, dental offices, and chiropractic offices.
I created five front and back content pages (nine total) to demonstrate Jennifer's expertise, and her unique germ-killing mechanism. Pages one and two gets right to the point by announcing, We Kill Germs. Everywhere. Then I introduce Jennifer and her physician husband. Pages three and four demonstrates how long pathogens can survive on surfaces, and the germ-killing difference between 99.9% and 99.999%. Pages five and six introduce self-disinfecting surfaces and the difference between a chemical and a mechanical kill procedure. Pages seven and eight compare Germ Free against UVC and PX-UV lighting systems. Finally, on page nine, is the call to action and how to contact Jennifer.
Let's Sell Something Together.
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