We’ve added the Digital Version of American Liquid Waste to the site for those of you that do not currently subscribe to the printed version of our magazine.

Click Here to Read the February Issue

Introducing the new MC Advanced Series from GapVax
New to our product line, the MC Advanced Series, was designed around the operator giving control over all aspects of your GapVax with less effort and more functionality. GapVax’s MC Advanced Series is an innovative system control that includes a superior monitoring system allowing the operator to observe and troubleshoot the entire system. The display screen (one inside cab/one outside) will control hydraulics, blower, and water pump operations with a complete compliment of gauges. All body functions, boom and hose reel functions, vacuum break, throttle, area and safety lighting are wireless controlled. GapVax will have the most wireless functions available while still maintaining proportional boom and hose reel control. You will still get the same great quality you demand: 3/16″ ASTM A572 Grade 50 Exten steel, five to twelve cubic yard (stainless steel also available) debris body, and stainless steel water tank with the capacity of up to 2,000 gallons. Vacuum pump options range from 3,500 to 5,000 CFM with up to 27″ Hg. The heavy-duty double acting single-lift cylinder provides a stable 50 degree dump angle. The MC series boom is an 8’ front-mounted, telescopic design with dual lift cylinders, reaching 26′ with a 270 degree rotation.

For more information visit www.gapvax.com or call 888.442.7829.

Aquatech B-10 Combination Jet/Vac Truck Mounted Systems
The B10 Combination Cleaner is designed to give unsurpassed performance in catch basins, storm and sanitary sewers, lift stations and treatment plants in municipal and industrial applications. High performance, state-of-the-art features are designed to increase productivity. The 360º rotating boom allows faster positioning of the vehicle at work locations. A top loading boom provides even load distribution, combined with a tandem axle chassis for maximum payload capacity. Single engine operation for all systems eliminates the need for two engines, reducing operating and maintenance costs.
Other benefits associated with the B-10 include:
• Large debris body capacity (10 cubic yards)
• Water tanks manufactured with high molecular density polyethylene that is guaranteed against corrosion, splitting, or cracking.
• Short wheelbase for excellent maneuverability
• Cylindrical debris tank without internal obstructions
• High pressure, continuous flow water pump

For more information visit www.aquatechinc.com or call 800.752.2400.

Vactor 2100 Plus Sewer Cleaner
Designed for public utilities and professional contractors cleaning storm lines, the Vactor 2100 Plus from Vactor Manufacturing features increased vacuum performance and improvements to operator comfort and control, air routing and filtration efficiency and fuel efficiency. This machine delivers plenty of power to clean larger storm lines and keep debris out of the ecosystem and fresh water supplies.

Smart Truck concept features integrated on the sewer cleaner include internal monitoring systems that enable the operator to monitor and troubleshoot flow and pressure, blower temperature and oil level, drive system idle and open vacuum relief. The exclusive Jet Rodder® water pump delivers maximum, continuous flow and pressure with minimal wear. The standard multi-flow system allows the operator to dial in the most effective pressure needed for the application at hand, while using less fuel.

Additional features of the Vactor 2100 Plus include an easy-load, fast-dump debris body, Modul-Flex design system, and positive displacement vacuum and fan platforms.

For more information on the Vactor 2100 Plus, please visit www.vactor.com or contact your local Vactor dealer.

Super Products’ New Mud Dog® 1600 Hydro Excavator Built for Harsh Environments
Super Products LLC designed and built its new Mud Dog 1600 to meet the demanding hydro excavation challenges inherent in oil field, mining and cold weather applications. The unit features a 16 cubic yard debris body, standard 1500 gallon water capacity and rear-mounted boom that in addition to offering 335 degree rotation can pivot down 25 degrees for eight feet of extra digging and access to hard-to-reach areas.

For outstanding digging performance, the Mud Dog 1600 offers water pressures up to 18GPM @ 3000 PSI in combination with its eight-inch positive displacement vacuum system that provides air flow of 5800 cfm/28 Hg to ensure thorough cleanup of debris. An onboard boiler with 714000 Btu/Hr capacity heats up the high-pressure water to break up frozen, stubborn material and flush out tight spaces efficiently. Winter recirculation, anti-freeze and air purge systems ensure the unit performs optimally in even the harshest of climates. Its heated aluminum cabinet offers easy access and increased storage capacity.

The Mud Dog 1600 hydro excavator also has several unique features that result in time and cost savings as well as increase operator convenience. Coupled with Super Products’ industry-unique ejector plate technology, the unit’s ability to tilt its debris body two feet enables fast, thorough unloading and washdowns. Additionally, the truck-mounted hydro vac relies on a single engine design that can result in lower fuel costs and maintenance requirements, and a simple, easy-to-learn control panel setup.

For more information visit www.superproductsllc.com or call 800.837.9711.

Guzzler NX Industrial Vacuum Loader
Built for clean-up and recovery of a wide range of materials, including solids, dry bulk powders, liquids, slurries, and thick, heavy sludge, the redesigned Guzzler NX industrial vacuum loader from Guzzler Manufacturing provides total operator control over working speed, making it the most versatile loader on the market.

At the heart of the Guzzler NX is the powerful Robuschi blower, which delivers 5,435 (free air) CFM, with vacuum capabilities up to 28 inches of mercury. The larger, injection-cooled blower allows the operator to load more material at a lower engine RPM, conserving fuel and significantly reducing noise levels. These advancements in blower and silencer technology eliminate the need for a sound shroud.
The machine delivers ultra quiet operation without the expense or weight of a sound shroud. Rated at 88.9 dB per SAE Test J1372, the redesigned Guzzler NX is the quietest vacuum loader in its class.

The cyclone and bag houses on the redesigned Guzzler NX are configured together to maximize efficiency and reduce overall truck weight—without sacrificing loading capacity. An increased filter area, combined with offline cleaning, extends bag life while forcing carry-over back to the debris tank.

For more information visit www.guzzler.com or contact Annette Adams, Federal Signal Corporation at 847.741.5370 or aadams@fsepg.com.

Cusco Redesigns Hydro Trencher Series
Cusco’s redesigned Hydro Trencher series provides separate water storage containment in dual
500 USG stainless steel vertical water tanks. This new design improves weight distribution, enhances corrosion resistance and improves safety when dumping.

This premier line of hydro excavators is designed for directional boring and removal of waste material when excavating around fragile oil and gas pipelines, installing fiber optic cables, repairing utility lines, or excavating in remote areas with limited access. Applications include liquids, sludge, slurries, mud, gravel and other solid waste. The Hydro Trencher series is available in a wide range of configurations to meet customer needs. It comes standard with cyclonic filtration technology, vacuum system with airflow ratings of 3,500 CFM to 5,500 CFM and generates 28″ Hg of vacuum. Additional features include a wash pump capable of 18 GPM at 3,000 PSI, enclosed hot water burner system and high pressure water jetting, storage cabinets/stand-up lockers, 8″ hydraulic operated boom with 22 foot reach. Available options include stainless steel waste tank construction, heated valves and more.

For more information, visit www.wastequip-cusco.com or call 800.490.3541.

Clogged drains and pipes are a serious issue and can lead to water damage of your property, lost time and in the case of a business, interruption of operations and services. The goal for you is to get to the source of the drainage problem quickly and effectively to minimize or eliminate damage. The process of Hydro-Excavation makes solving such problems efficient and easy in order to get your household or business up and running as quickly as possible.

The beginnings of this process are nearly as old as the earth that Hydro-Excavation moves. Moving earth with water is commonly referred to as erosion. If free-flowing water can create land erosion,
then the Hydro-Excavation process can be called “controlled erosion.” Some of the first documented cases of this took place in California by the gold rushers in the mid- to late-1800’s. A common practice was to use steam pump-pressurized water to erode land masses, and then screen the slurry in order to capture the gold. This process is referred to as Hydraulic Mining. The severe environmental impact of Hydraulic Mining still affects our water today.

The next hundred years would yield many breakthroughs for this type of controlled erosion excavation. Thirty years ago, the vacuum device needed to remove the slurry was mounted on a truck. Now, with the portability of the vacuum device, Hydro-Excavation is a reality.

Better water pressure systems, more efficient vacuum systems and the addition of hot water to facilitate digging in frozen conditions would be further improvements seen in the industry. These technological advances translate into safety for workers, the public and the environment. Dangerous digging events can now be safely excavated by promoting this safe digging process.

With less material removed, jobs can be completed much faster than with conventional equipment. Unsightly piles of dirt are not mounded in the public view with the Hydro-Excavator’s onboard debris storage. This material can be safely stored out of public view and without fear of runoff into municipal sewer systems or waterways.

The Hydro-Excavation process requires less labor force than conventional digging methods. With the ability to safely uncover buried utilities, inconvenience to the public will no longer be in the
form of floods, fires or power outages due to accidental line damage.

Proper excavating activity around buried utilities is often subject to short cuts, namely non-mechanical exposure of the utility. More often than not, this results in serious injury and sometimes death. Hydro-Excavation is a non-mechanical, non-destructive way of safely exposing buried utilities.

This process also allows for workers to stay on the surface and out of the excavation. By virtually eliminating accidental line damage and trench cave-ins, could there be a more safe way?

The Hydro-Excavation process lends itself to be a very clean and precise method of digging. Less material removal means that less disruption to the surrounding environment occurs. Debris safely stored onboard removes any worry of blowing or runoff of sediment into sewers and waterways. And in this industry, safety in any form is never ever a bad thing, be it for the worker, the public, the environment or ideally, all of the above.

Biodiesel, n—a fuel composed of mono-alkyl esters of long chain fatty acids derived from vegetable oils or animal fats.

Petroleum-based fuel is available in a finite amount, so the time to be looking at alternative fuel sources is now. Biodiesel is one such alternative and it is a clean burning alternative fuel and in 2010, 315 million gallons were produced, according to the National Biodiesel Board. Biodiesel contains no petroleum, but it can be blended at any level with petroleum diesel to create a biodiesel blend, and it can be used in diesel engines with no major modifications. Biodiesel is simple to use, biodegradable, nontoxic, and essentially free of sulfur and aromas.

Biodiesel is registered as a fuel and fuel additive with the Environmental Protection Agency (EPA) and meets clean diesel standards established by the California Air Resources Board (CARB). Pure, or 100 percent, biodiesel has been designated as an alternative fuel by the Department of Energy (DOE) and the US Department of Transportation (DOT), according to the National Biodiesel Board.

Biodiesel can be used in pure form or blended with petroleum in any percentage. B20, a blend of 20 percent by volume biodiesel with 80 percent by volume petroleum diesel, has shown major environmental benefits with little increase in cost for fleet operations and other consumers. UPS has even taken to using biodiesel in their trucks at their Louisville, Kentucky headquarters.

A 1998 biodiesel lifecycle study, jointly sponsored by the US Department of Energy and the US Department of Agriculture, concluded biodiesel reduces net CO² emissions by 78 percent compared to petroleum diesel. This is due to biodiesel’s closed carbon cycle. The CO² released into the atmosphere when biodiesel is burned is recycled by growing plants, which are later processed into fuel.

And scientific research confirms that biodiesel exhaust has a less harmful impact on human health than petroleum diesel fuel. Biodiesel emissions have decreased levels of polycyclic aromatic hydrocarbons (PAH) and nitrited PAH compounds that have been identified as potential cancer causing compounds. Test results indicate PAH compounds were reduced by 75 to 85 percent, with the exception of benzo(a)anthracene, which was reduced by roughly 50 percent. Targeted nPAH compounds were also reduced dramatically with biodiesel fuel, with 2-nitrofluorene and 1-nitropyrene reduced by 90 percent, and the rest of the nPAH compounds reduced to only trace levels.

In general, the standard storage and handling procedures used for petroleum diesel can be used for biodiesel. The fuel should be stored in a clean, dry, dark environment. Acceptable storage tank materials include aluminum, steel, fluorinated polyethylene, fluorinated polypropylene and teflon. Copper, brass, lead, tin, and zinc should be avoided.

If biodiesel comes in contact with brass, bronze, copper, lead, tin, and zinc for a prolonged period of time, B20 will degrade and create sediments. Lead solders and zinc linings should be avoided, as should copper pipes, brass regulators, and copper fittings. Affected equipment should be replaced with steel or aluminum. The effect of B20 on vulnerable materials is significantly reduced compared to higher blends.

In addition, biodiesel in its purest form can soften and degrade certain types of gasket, hose, and seal compounds like natural rubber, Buna-N, and nitrile, which can create fuel system leaks. This affect has NOT been observed with blends of B20 and lower over the last 10 years of B20 experience, so B20 or lower blends can be used without changes. If it is desired to use blends over B20, the engine or vehicle manufacturer should be contacted to determine if the seals, hoses, and gaskets are compatible with the blend being considered before use.

When reviewing the high costs associated with other alternative fuel systems, many fleet managers have determined biodiesel is their least-cost-strategy to comply with state and federal regulations. Use of biodiesel does not require major engine modifications, which means that operators keep their fleets, their spare parts inventories, their refueling stations and their skilled mechanics. The only thing that changes is air quality.

Biodiesel is the only alternative fuel to have fully completed the health effects testing requirements of the Clean Air Act. The use of biodiesel in a conventional diesel engine results in substantial reduction of unburned hydrocarbons, carbon monoxide, and particulate matter compared to emissions from diesel fuel. In addition, the exhaust emissions of sulfur oxides and sulfates from biodiesel are essentially eliminated compared to diesel.

The use of biodiesel results in a substantial reduction of unburned hydrocarbons, one of the leading exhaust pollutants and contributors to smog and ozone depletion. The emissions of the other major exhaust pollutant, nitrogen oxide, are either slightly reduced or slightly increased depending on the duty cycle of the engine and testing methods used. Based on engine testing, using the most stringent emissions testing protocols required by EPA for certification of fuels or fuel additives in the US, the overall ozone forming potential of the speciated hydrocarbon emissions from biodiesel was nearly 50 percent less than that measured for diesel fuel.

Scientific research confirms that biodiesel exhaust has a less harmful impact on human health than petroleum diesel fuel. Biodiesel emissions have decreased levels of polycyclic aromatic hydrocarbons (PAH) and nitrited PAH compounds that have been identified as potential cancer causing compounds. Test results indicate PAH compounds in B20 were reduced by 13 percent.

Biodiesel is available anywhere in the United States and can be used in any climate. It has been used during the winter in Minnesota and Montana without any cold flow issues, which in the B20 blend, are mainly determined by the petroleum fraction. The National Biodiesel Board is an amazing resource for finding information, facts, as well as registered fuel suppliers. Visit www.biodiesel.org or call (800) 841-5849 for more information.

Talking about your septic system may not win you a ton of friends at your holiday office party. Conversely, hearing someone else talk about it at your holiday office party may want to put you to sleep. Either way, the subject is one that needs to be discussed, maybe not in a festive environment, per say, but discussed, nonetheless. Talking about it, and knowing all that you possibly can about your septic system can reap immense long-term benefits.

Nearly one in four households depends on an individual septic system or small community cluster system to treat wastewater. Too often, though, these systems are installed and largely forgotten…until there’s a problem. The Environmental Protection Agency (EPA) concluded in a report dating back to the late 90s that “adequately managed decentralized wastewater systems are a cost-effective and long-term option for meeting public health and water quality goals, particularly in less densely populated areas.” The difference between failure and success is dependent upon how an effective wastewater management program is implemented. Such a program, if properly executed, can protect public health, preserve valuable water resources, and maintain economic vitality in a community.

However, even the most efficient septic tank systems require routine pump-outs to maintain proper functioning, and pump-outs should be done every three to five years. This will routinely remove the material that accumulates and prevent problems that can lead to complete septic system failure. Routine septic tank pump-outs, along with proper management by the homeowner, can greatly extend the life of an on-site septic system.

The EPA estimates that 25 percent of all homes nationwide are served by on-site septic systems, with “most septic system failures related to inappropriate design and poor maintenance. Some soil-based systems, with a leach or drain field, have been installed at sites with inadequate or inappropriate soils, excessive slopes or high ground water tables. These conditions can cause hydraulic failures and water resource contamination. Failure to perform routine maintenance, such as pumping the septic tank every three to five years, can cause solids in the tank to migrate into the drain field and clog the system.”

When buying a property that has a working septic system, learn all that there is to learn about it. Attend the seller’s Title V inspection or have your inspection and ask lots of questions about how the system works and how to best maintain it. If the seller fails the Title V inspection and they have to put in a new system before you move in, find out everything about the system they’re thinking of installing. Are they cutting any corners? If so, where? Would it be worth it to negotiate upgrades and fold them into your purchase agreement? Just because a homeowner passes Title V inspection doesn’t mean it’s a quality system that’s been installed. If you’re putting the system in yourself, don’t trust just anybody to install it. Again, ask lots of questions, do the research and weigh the good, the bad and the ugly of trying to cut costs.

Once you’ve got your septic system installed, maintaining it to get the most longevity out of it is key. Run through this septic tank maintenance check list to determine how healthy it is and how to keep it that way:

• Perform an inspection for leaks
• Have your septic system cleaning performed by an experienced, licensed septic contractor. As an added bonus, try to find one who provides free maintenance reminders, document retention and consultation. As an added added bonus, find one who offers Neighborhood Discount Programs.
• Conserve water whenever possible. Spread laundry out over the course of the week and be diligent in repairing leaky faucets and toilets.
• Know your septic system. Do you know its location and specifications? Do you know how to identify a serious problem occurring with your system?
• Keep an updated maintenance record for Real Estate transactions and improvements to your property
• Install effluent filter, locking lid and risers when necessary.

Septic systems as a conversation piece may not be a go-to, but knowing as much as you can about them can save you money and headache.

Story by Megan McClure

Efficient energy management through flow measurement and educating the user on practices to conserve water and energy contributes to reducing flow. One way is to reduce the water use in the community. As less water flows, less enters the wastewater treatment plant, less volume is treated and less energy is consumed. Altering the operation of certain processes to off-peak hours, including pump cycles, contribute to conserving energy. An aggressive Infiltration and Inflow program can also reduce flows directed to the wastewater treatment plant.

In addressing flow equalization, an equalization basin allows the plant to even out pumping needs by running pumps during off-peak hours. Reducing infiltration and inflow in the collection system can pay for itself in energy savings. By rehabilitating damaged or deteriorated sewer lines and eliminating improper connections to the system, the overall flow to the wastewater treatment plant is reduced, thus reducing the amount of energy required to treat the flows. This is a beneficial operation that is used to reduce the variability of influent flows, which enhances treatment and allows the treatment system to be sized based on the average daily, rather than the peak day, influent flow. The ability to equalize the flow through the automatic valve at the influent pump station eliminates pump cycling and reduces the electrical demand. This equalization creates a steady state in the extended aeration process, which improves treatment.

For applications involving varying flow requirements, mechanical devices such as valves are often used to control flow. This process uses excessive energy and can create less-than-ideal conditions for the mechanical equipment involved. Variable Frequency Drives (VFD) enable pumps to accommodate fluctuating demand, resulting in operating at lower speeds and conserving energy while still meeting pumping needs. VFDs can eliminate over-pumping and help reduce startup load and energy imbalance. VFDs can also result in significant energy savings; a VFD can reduce a pump’s energy use by as much as 50 percent.

Water conservation practices can be promoted through educating residents about high efficiency appliances, plumbing fixtures and water saving habits. Checking toilet flappers, adding faucet aerators and low-flow showerheads are recommendations to reduce water usage. Informing the community of such measures can reduce peak water demands to avoid the extra costs associated with operating additional pumps. Offering education to manage energy more efficiently can result in eliminating peak operations at several pumping stations and reduced electric cost and pump use. To conserve energy in the treating of wastewater, the reducing of flow to the plant and reducing water use in the community can benefit the overall system performance and prevent occurrences when the system would otherwise be overloaded with inflow and infiltration. Alternative measures to conserve water could be addressed in those cases to prevent the potential for system overuse.

Doing this requires knowing the sewage flow. Wet weather events can affect daily flow and system performance if inflow and infiltration is suspected. Measuring flow should indicate if a hydraulic overload condition exists. Daily flow can exceed the system design capacity, resulting in frequent sewer backups or puddling of sewage onto the ground surface. Sanitary sewer overflows are evident in cases where additional flows can cause potential problems with a sewer collection system.

The use of ice machines, automatic dishwashers, coolers, sinks, and floor drains may increase the flow. Sewage flow includes the discharge of showers, baths, toilet flushes, tooth brushing, dishwashing, laundry, and other indoor uses. Lawn watering and other outdoor uses are also considered as flow but are not introduced as contributing to the daily flow.

Infiltration, inflow, and exfiltration can affect sewage flow, as well. Oftentimes, these conditions are not considered when sizing a septic system or a sewer collection system. When there is a break in the sewer line, or if the sewer clean out cap is missing, this can affect the flow entering a septic tank. Possible leaking from root intrusion or movement of above ground piping can make the joints in the pipe susceptible to leaks due to stress and shifting.

Flow should be able to be measured accurately. Using a device to measure flow provides a more accurate value compared to the estimated value of flow design for the system. Knowing the flow would allow the user to justify alternative methods to reduce water usage or to consider modifying the system to accommodate the true flow entering the system. Being able to meter sewage flow would be a benefit to municipal sewer professionals, septic utility groups and septic tank contractors that service onsite management programs. Flow measurement can benefit the overall management of system performance and contribute to a longer lasting system if monitored.

Story by Albert Royster

We’ve added the Digital Version of American Liquid Waste to the site for those of you that do not currently subscribe to the printed version of our magazine.

Click Here to Read the January Issue

We’ve added the Digital Version of American Liquid Waste to the site for those of you that do not currently subscribe to the printed version of our magazine.

Click Here to Read the December Issue

Twas the night before Christmas, and all in the yard was a septic system gone south. Inside the house, the toilets were bubbling and bathtubs were gasping: Oh My! What could this be? Oh Poop! Not on Christmas Eve!

A company of 23 had settled there to be close and to celebrate the night before Christmas. Preparations in the kitchen were started. The lights on the tree were a delight. There was a rush for the many to potty. I thought there was going to be a fight.

A call was made for service to the tank as another bag of trash was closed up for the curb. As the stuff was sucked out, and plumbing became happy, we all sighed, “Oh, thank you. Thank you, Pumper Man on this glorious night.” The company sang and celebrated—drank and talked. If only others would know what just happened; if only the walls could talk.

A company of 23 had settled there to be close and to celebrate the night before Christmas. What a joy to share this time of year and all flushing done well. We will remember being close this holiday season and what a story we will tell. To all and to all, please flush and have a good night.

Merry Christmas!

Story by Albert Royster aka “Doctor Septic”

It may appear that certain industries are so packed with competition these days that it’s hardly worth jumping in. But don’t let a crowded market deter you. Follow one simple rule you learned as a child and your business will get noticed and hopefully, get ahead.

“One of these things is not like the other…” It is a lesson Sesame Street has been teaching and helping shape children’s minds for decades. But it is the most forgotten lesson on the small business landscape today. Apply it to your business, however, and watch your sales skyrocket.

There are two common factors in all business today that pose challenging for business owners. They are the overwhelming list of product choices and the challenge to get the consumer’s attention in a society rampant with attention deficit disorder.

A Sea of Choices
Stroll down any supermarket aisle today in America and the choice of products is overwhelming.

Need some toothpaste? You can choose tartar control, whitening with peroxide, freshening gel, sensitive teeth, baking soda whitener, all day protection, tartar and whitening, cavity prevention and many other combinations.

Starting to feel sick? Try a pain reliever, fever reducer, decongestant, sinus or stuffy nose, day or nighttime, flavors cherry or orange, tablets, capsules or liquid, flu, cough and cold, and countless combinations. Which one to choose?

According to Emily Nelson’s, April 20, 2001 article “Too Many Choices—Nine Kinds of Kleenex Tissue, Eggo Waffles in 16 Flavors; Blame Brand Managers” in the Wall Street Journal, over 31,000 products were introduced in the year 2000. The average grocery store now stocks over 40,000 products. This product explosion has led to an increased choice selection for consumers which has led to a major dilemma for small businesses to stand out.

ADD for the Consumer Set
Welcome to the age of information overload. Information is everywhere and it is not in short supply. With the internet, hundreds of channels on the TV, magazines by the thousands and loaded with advertisements, information is raining down on people in a torrent. The most limited commodity out there today is not talent, information, ideas or products—it’s attention. The ability to catch consumers’ attention and hold it is a scarce commodity.

In this attention deficient, over stimulated society most businesses miss the point. They believe if they work hard and do a good job, customers will come. Therefore, they’ve missed the fact that their marketing is exactly like their competitions’. For instance, a scan of a New York advertising directory for hundreds of carpet cleaners produced the following taglines, messages or unique sales propositions:
• We Do It All
• High Quality Carpet Cleaning
• Choose The Best
• Job Done Right
• Experience The Difference
• No Job Too Big or Small
• Number 1 in Carpet Care
• Reliable Service

Hard to know which one to choose when they all seem the same. So what is the answer to this overcrowded market dilemma? Back to Sesame Street we go.

The lesson of “One of these things is not like the others…” taught us at a young age to look for patterns and to single out the unusual. The lesson for small businesses today, then, is simple: be different, stand out and that’s the way you’ll get noticed.

In the list of carpet cleaners, which one of these things is not like the others? Zero. How can a consumer with little attention and multiple choices make a decision? The answer is that, quite often, they don’t.

A small business has a great opportunity to differentiate itself among the crowd, and here are five tips on how:

• Survey the Landscape: Compile a list of competitors’
marketing taglines and key messages. Group similar messages together for a portrait of the competitive offerings. Be sure to include indirect competitors who offer your customers an alternative choice.

• Brainstorm: Bring together a small group of advisors to brainstorm on alternative market positions. Look for ignored customer needs and simple focused ideas.

• Research the Target: After you have narrowed down your choices to a select few market positions, research the target market. Select markets that are distinct, growing and large enough size to be profitable.

• Develop the Tagline: A tagline is your one sentence pitch that briefly describes what your business does and who it’s for. Make your message stand out.

• Solicit Feedback: Talk to actual customers in the market and key industry experts for feedback. Look for the WOW factor…as in, “WOW, we need something like that!”

So the lessons we learn in childhood even pay off today. Put your business and its marketing message through the Sesame Street test and see how you stand out. Remember lack of attention and unlimited choice does not have to be your enemies. Use them as fuel to get creative and think outside the box in order to solve specific needs in your company’s market, and you’re sure to reap rewards.