Evolution of a Company
October 5, 2011
Like everything else in life, businesses evolve. A thought turns into an idea, and an idea can turn into something more. For Greg Lucas, years in hotel hospitality recently yielded an opportunity to step into the water treatment industry.
“It just sort of happened,” Lucas said. Today, his company, Water Logic Systems, located in Henderson, Nev., provides reverse osmosis (RO) water treatment systems and more to local businesses.
“We originally started in the RO point-of-use (POU) drinking water category for large companies,” Lucas said. From there he found an opportunity to expand into the commercial filtration business, going on to work with scale and bacteria treatment systems and large RO applications. The company builds a variety of commercial RO systems, from systems as small as 100 gal per day (gpd) to as large as 50,000 gpd.
Now, Lucas, who is the principle owner of Water Logic Systems and serves as president, is preparing for the company’s next step, which is to “[pivot] into a design and development company as well that specializes in treating various scale- and bacteria-related issues in the industry.”
Equipped with new technology coming to the market for scale- and bacteria-related issues in the water industry, Water Logic Systems looks to continue growing as a provider of scale and bacteria solutions to businesses in the greater Las Vegas area.
New on the Field
Despite being in the water treatment industry for only five years, Lucas said Water Logic Systems has been fortunate to grow exponentially year after year given the economic climate. Currently the company’s market consists primarily of commercial businesses, such as hotels and restaurants, which Lucas points out as a factor in his business’ growth.
“The commercial industry is vastly ahead of the residential market at this time in terms of growth and opportunity—at least it is in our market,” he said.
The company works largely with commercial businesses requiring scale removal solutions for equipment in kitchens, restaurants and similar environments. “We use physical water treatment for icemakers, dishwashers, anything that has a high degree [of] visibility of scale,” he said.
Lucas also acknowledged that the water treatment industry has changed since he first entered it, an example of how important it is to keep up with the playing field.
“The economics have played a huge role in the marketplace,” he said. Now, small operators with little experience or technical ability have been squeezed out, and companies continue to compete for customers, he added.
Back to Basics
When it comes to the popular “keys to success,” Lucas sticks to the tried and true. Though he believes the evolution of new technologies is key to growth in the water treatment industry, Lucas also calls technology a “two-sided sword,” cautioning that some products out there are not as reliable as they seem.
“Trust and performance are other key components to our industry,” he said. “If you complete your scope of work in a timely fashion, stay within budget, and go beyond and above what was expected of you—this is what customers are seeking.”
Lucas also said that keeping connected with customers is important, especially after delivering products and services. “Follow[ing] through with your customer base is a key component. It sounds simplistic, but you would be amazed how many companies do not follow through,” he said.
As for the secret to his burgeoning company, Lucas offers familiar advice. “Customer satisfaction is our primary goal,” he said. “Sounds like the old adage, but [it] still rings true.”