PLEASE HOLD ON…WE WILL BE STARTING SHORTLY

Even if you are selling all the pools you can handle…

Summary of the

U.S. Swimming Pool and Hot Tub“Non-owner” Survey

Report: IRL65

Conducted by:

Duluth, GA(770) 931-9677

NOTE: 46% indicated time to maintain or cost to maintainAs their reason for not wanting to own a pool

CONFIDENTIAL, PROPRIETARY & TRADE SECRET INFORMATION This document contains confidential, proprietary and trade secret information of American Express Travel Related Services Company, Inc. (“American Express”) and its subsidiaries and affiliates, and must not be disclosed whole or in part to any third parties without prior written consent of American Express.

Market Forces Impacting the Pool Industry

September, 2012

Results Sponsored by

10

A commitment to staying informed and ahead of member interests and questions

Nearly 7,000 interviews updated annually

APSP Research Program

Qualitative Exploration

6 Focus Groups

2011 Quantitative Market Assessment

2500 Interviews*

Quarterly Tracking

3000 Interviews among Top 10% of

HH Incomes$100K+ Discretionary

2012 Quantitative

Update

1,300 Interviews*

*Among pool and hot tub owners, prospects and rejecters

Pool Negatives – Prospects Wary of Costs

Pools are too expensive to maintain 52%

Maintaining the correct water chemistry in a pool is a hassle 50%

48%

55%

Owners Prospects

Pool maintenance is very burdensome 50% 59%

Pools get boring 27% 25%

q26 - Please read the following statements that may or may not describe how you feel about in-ground pools. Using the 5-point scale below, please select the response that best indicates how much you agree or disagree with each statement.

Barriers for Purchasing a Pool

Primary or Secondary Barrier for Prospects Total

A pool is too expensive to install 75%

Concerned a pool would be too expensive to maintain

62%

I am waiting to see if the economy becomes more stable/improves

54%

A pool uses too much energy/electric bill will increase 52%

Concerned a pool would take too much time to maintain

52%

MORE WORK AND MORE TIME LOST…

Looks like a robotic cleaner was here…

NOT!

Maintenance, both in terms of time and cost, remains the biggest obstacle to purchase consideration

Despite numerous advances in technology and water chemistry maintenance many homeowners still see pools as a potential maintenance hassle.

OBSERVATION

Your sales presentation better include a discussion about the options available to significantly reduce the time a homeowner will spend on maintenance, as well as ways to reduce the costs of maintenance.

Need to Build Awareness of Pool Features and Upgrades

Pool Features and Upgrades Among Pool Owners Owners Prospects Owners Prospects

Automatic Pool Cleaners

Automatic Pool Controls

Solar Swimming Pool Heaters

LED Pool Lighting

Natural Salt Chlorination Systems

Natural Pool Sanitation Systems

Low NOx Emissions Heaters

60%

47%

41%

39%

33%

24%

19%

Familiarity (Ext/Very)

Purchase Interest(Ext/Very Likely)

38%

32%

32%

33%

34%

28%

22%

72%

58%

61%

54%

62%

54%

47%

45%

32%

38%

40%

33%

29%

28%

q41P - How familiar are you with each of the following pool features or improvements listed below? q42P - How interested are you in purchasing each of the following pool features or improvements listed below?

Imagine the freedom of a self-cleaning pool…

What is the single most important thing you need to effectively sell In-Floor Systems?

100% conviction and complete confidence in the product …

(and a positive mental attitude always helps!!)

Sales is where the rubber of your conviction meets the road of your customers perceptions.

KEY SELLING POINT

Get agreement from the customer that they are interested in minimizing the time they spend cleaning, brushing and maintaining their pool.

With peoples hectic schedules these days would they rather spend time enjoying the pool or working on it.

This is still a referral business. People who “love” their easy to maintain pool will promote your company!!

Unlike robotic cleaners, In-Floor Systems clean the entire pool (and spa); the floor, walls, steps, benches, spa, catch basins, etc.

99% cleaning guarantee – we stand behind it

Lifetime Warranty on cleaning jets

IN-FLOOR SYSTEM BENEFITS

Your pool will be more aesthetically pleasing – no unsightly hoses to ruin the view.

Virtually invisible and flush with your pool surface when not in operation.

Your pool is always “swim” ready – no robotic cleaner and hose to remove from the pool.

Your spa is always “mood” ready. No waiting to clean a dirty spa.

IN-FLOOR SYSTEM BENEFITS

Paddock’s pool building heritage – thousands of pools built since 1958

Paramount’s long history of innovation – since 1964, numerous patents held and pending

World’s #1 In-floor Cleaning Systems Company

99% Cleaning Guarantee

Made in America

PARAMOUNT BENEFITS

In-floor Basics

Cleaning and circulation jets, which at rest sit flush with the surface of the pool, are activated by the hydraulic water valve and rise slightly to deliver a high pressure stream of water in a controlled sequence.

Lighter or suspended debris may rise towards the surface where the skimmer will remove it. Heavier sunken debris will be removed by the MDXR3 active main drain.

The heavier debris caught by MDXR3 will be transported to the optional Debris Containment Canister where the debris can be easily removed and not interfere with the pump and not put any pressure burden on the filter.

All that’s left is a clean pool to enjoy!

A Paramount In-Floor System =

A more “Eco-Friendly” Pool

IN-FLOOR SYSTEM BENEFITS

Enhanced Water Circulation

Returns the water to the floor and mixes the entire pool better because of the action of the cleaning jets, improving the turnover rate of your pool.

Increases the effectiveness of your sanitation system which reduces chemical consumption (and cost).

Warmer surface water, and heated water is returned to the floor which reduces your heating costs.

Clean warm water is typically returned 100% 9” below water line

Disadvantages: Þ Heat immediately rises and is rapidly lost due to surface evaporation

Þ Chemicals are affected by sun’s ultra violet rays reducing their effectiveness

This leaves the rest of the pool potentially under-circulated which can result in bacteria and algae growth, as well as warm and cold spots.

Typical Pool

In-Floor System PoolReturns the water to the floor and mixes the entire pool better because of the action of the nozzles, improving the turnover rate of your pool.

Advantages:

Þ Bottom to top circulation penetrates all layers of water contaminates (floating debris, body oil, dirt, and bacteria) which reduces chemical evaporation and cuts chemical consumption.

Þ Eliminates “cold spots” and turns your pool into a passive solar-heated pool extending swim season

Þ Heated pools enjoy greatly reduced operational costsNo cold areas in the pool.

Should be offered on EVERY POOL!!

If you gave a convincing, knowledgeable sounding presentation they won’t want to have a pool without an In-floor System.

If you got an agreement on the maintenance concern up front - there is no reason not to include it in the proposal.

The price concern…

– Budget Issue (Do they really know what they will spend).

– Take the investment for an in-floor system = $6,000

– Deduct $1000 for a robotic cleaner = net increase of $5,000

Paying for the pool usually involves financing

How did/will you pay for installing pool Prospects

Financed/will finance it

Mix of financing and cash

Pay in full with cash that I saved saving

Some other way

33%

41%

24%

1%

44% have dipped into their pool savings to cover other

expenses

The Investment…

RE-FI or Mortgage example

– $5,000 investment

– $5,000 on a 30 Year Mortgage at 3.5% interest = 22.00/month

– Deduct the tax savings (25% bracket) = $5.50 savings and a real net payment of $16.50/month

The Investment…

Unsecured Example

– $5,000 investment

– $5,000 on a 7 Year loan at 9% interest = $80.00/month

– What is your prospect’s time worth?

– Paramount Capital – www.newpoolfinancing.com Scott and Donetta are a great resource

Things Pool Shoppers Think are Done Not So Well

Attributes Receiving Weaker Ratings (Past 5 Year Pool Shoppers)

Sales people have strong client service skills

Is 'in touch' with its customer base

Attractive store front/presence (from the road)

Leverages technology in sales/product demos

Sales people have your best interest at heart

37

2% Trust the advice

they receive from salespeople

85% Rely less on salespeople

today than in the past

Trusting Less/Searching More

Source: Affluent Attitudes Towards Salespeople, Harrison Group, 2010

There are “FIVE THINGS A PERSON HASTO BELIEVE TO BUY NOW”.

That you are a trustworthy individual. They must believe that not only do you care but also that you are competent.

That the price is fair for the value. Not that it is the cheapest price but that it is a reasonable price for the perceived value.

A belief in the company. That the company will do what the salesperson represents it to be capable of doing, that it will stand behindthe product, basically that it will be there for them and not try totake advantage of them.

There are “FIVE THINGS A PERSON HAS TO BELIEVE TO BUY NOW”.

That the product meets their needs. As a sales professional your mission is to show the customer the important considerations inpurchasing a pool and how your “product” (the sum of your poolfeatures and services provided) will best meet their needs.

There has to be a reason to buy TODAY. This is where manysales are lost. Sometimes it can be as simple as asking for theorder. It could be an impending event, a sale or special offering,or just a reminder as to what prompted them to think aboutbuying a pool in the first place.

www.1paramount.com

• There are some great resources available on Paramount’s website that you should not hesitate to use.

• We’ve recently done all new consumer videos which are featured near the top of each system page.

• We offer a branding program for builders. Contact Sam Wong at Paramount for more information.

• We’ve restructured the system pages and they now include short videos on how the systems work, circulation benefits, enhancing a cleaning system with SwingJets.

SUGGESTIONS / Q & A

buzz@1paramount.combburt@1paramount.com

THANK YOU