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Business Expansion Through UnlockingBrand Equity

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Quickie Business Situation Quickie - #1 manufacturer of hand cleaning tools* - invented the butterfly

sponge mop and other mop/broom/brush innovations.

* Source: IRI 52 weeks ending 4/20/’03

However, other companies encroaching on Quickie’s core business – cannibalizing core butterfly sponge mop sales -33% vs. year ago.

Orange Glo

Hand cleaning tools – including Quickie - started to take on “commodity” status – retailers driving down retail and acquisition pricing.

Floor Mate

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Quickie Business Actions Need to expand scope of business beyond hand cleaning tools – move into more “integrated” cleaning solutions.

Invent new product innovation and technology – meeting consumer “needs” not addressed by competition.

Move into higher retail price points beyond $20-$50 but not avoid traditional corded vacs and sweepers

Identify various combinations ofhand tools, chemicals and powerInside the “Cleaning Triangle”

Hand Tools

CleaningChemicals

Electrical/Hydro Power

Strategy:Strategy:surround the consumersurround the consumerwith “total” cleaningwith “total” cleaningsolutionssolutions

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Launched JetSweep - the first spray water powred push broom that swept dirt away in one pass - 15,000 retail outlets distribution, $1.2MM in year one sales.

Developed Quickie Quick Mop with Spic and Span Household Cleaner – first quick cleaning mop with scrubber feature plus branded disinfectant cleaner - $11MM annualized opportunity.

Developed a brand new cleaning tool line exclusively for Target – a major distribution void. Result 25 store test in Q2 ’03, Annualized opportunity - $8MM.

Quickie Business Results