Automatic pool cleaners, known as robots, are out of sight for most people. Even pool owners don’t care much about them – as long as they work. A recent experience with a broken one thought me an important lesson in product innovation and marketing. Although it happened in a niche market, this interesting case applies to other markets as well.
Traditional pool robots are complicated machines with dozens of moving parts. They roam around the pool floor and suck up water and dirt. Some filter out dirt right there, others send the soiled water to a remote filter for circulation. Legacy models of both types typically ride on wheels and have a mechanism that directs them to new territories across the pool, in addition to suction pipes and an assortment of other components. Most robots roam randomly and aimlessly, hoping to land on a new patch of dirt. Some even have a GPS receiver that guides them to places they haven’t been to yet. All in all, these robots have hundreds of components. Operating in a watery and sunny environment, they tend to break – sometimes very often.
And then there’s the Barracuda. A small player in the pool cleaning game, these robots’ cleaning power is as good as the competition if not better, but they have only one moving part. That’s right, one moving part and about ten parts overall. No cogwheels, no electronics, nothing that can break. And therein lies the problem – without parts that need to be replaced often, the business model is not very attractive. No razor-and-razorblade opportunity here.
The company that developed these ingenious robots was eventually acquired by Zodiac, the biggest player in the market. Barracuda robots are now a line of products in Zodiac’s arsenal, targeting the bottom of the market. It’s an interesting case of breakthrough innovation not backed by a solid business case, leading basically nowhere. Failing to make a dent in the market, I sure hope the founders ended up with a nice exit at the least.