Listen the Story

This inspiring story is of a rising startup called Aphex BioCleanse Systems, started by David Weaver, based out of the US. With the world’s sanitization products full of potentially hazardous chemicals, Aphex Biocleanse turned its attention to providing the world’s first active germ-killing solution. Aphex has been able to realize that dream through the invention of Hy-IQ® Water, which kills germs, bacteria, pathogens, etc., through physics rather than chemistry. This prevents the pathogen from mutating and presents a viable solution to the world’s dependence on antibiotics. Here is the story of Aphex Biocleanse in David’s own words.

Introduce us to the idea of Aphex Biocleanse

Every single Aphex product begins with our proprietary base solution called Hy-IQ® Water. Utilizing this base solution expands the technology’s ability to serve as a safe and powerful sanitization option for a multitude of product industries, including personal health, healthcare, dentistry, and agriculture. Hy-IQ® Water allows Aphex to offer safe, chemical-free, non-flammable, and alcohol-free sanitization products for personal and industrial use that have been proven to work through third-party studies.

Utilizing Hy-IQ® Water, Aphex’s product line currently includes HydrAphex®, SanAphex®, DentAphex®, VegAphex®, VetAphex®, MedAphex® and AgrAphex.

We see agriculture as the most rewarding silo and focus our attention on reducing food crops’ chemical dependence. Sanitizing the farming industry with Aphex products would allow the industry to decrease its antibiotic distribution and better handle livestock disease. Hy-IQ can also kill pests found in crops – like hairy aphids – and control black fly infestations.

Another area where Aphex can create substantial change is the reduction of chlorine in many areas, including municipal water, public and private pools. Hy-IQ® Water can reduce mold without the use of harsh chemicals that, when used in pools, can enter the body through the skin or swallowing.

What’s your strategy story? What led you to start Aphex Biocleanse?

Initially, I was looking for a way to clean hospital and dental instruments that use autoclaves. My research led me to understand that autoclaves, while effective against the more common germs like E.coli and salmonella, are very attractive breeding grounds for prions and viroids that are normally found in your mouth. This can lead to Alzheimer’s, and I felt that this was important to eliminate in the medical environment.

Once we created Hy-IQ® Water and realized the implications this discovery could have on the world, we set out on a larger purpose of creating safer and cleaner options.

Current cleaning products leave consumers and businesses at a loss by only offering chemical-filled options that are harmful to our bodies and our environment. But, it also puts them between a rock and hard place because there’s no way around using cleaning products. That’s where Aphex products come in. We have set out to create the safest, effective, and environmentally-friendly chemical-free sanitization products in the world.

What marketing, operation strategies are you adopting at Aphex Biocleanse?

The company strategy is to avoid any commercial sales. Through my experience over the years, I have learned that we are better served by creating Hy-IQ® Water and selling it directly to our distributors. While many companies look for their product to be sold on Amazon or store shelves, I felt that this effort was not worth the return I was looking for in Aphex.

I once sold 100 million digital cameras in a year in the US. During this period, setting up multiple agreements, getting all the logistics correct, and not missing a delivery took a lot of energy for about a $200,000 profit. And as hard as you try, you cannot make everyone happy. This looked like a “lifestyle” business that you could probably do better with a hamburger franchise.

Focusing on a few distributors (aim for less than ten) leads to many happy customers when you look down the chain. Those few distributors pass the product on to more stores, distributors, straight to consumers, etc., and handle most of the consumer-facing aspects of the business. This leaves you free to give those few distributors you have built relationships with all the attention they need and still grow your profits exponentially.

What is the competitive advantage of Aphex Biocleanse?

Aphex’s competitive advantage is clear. The sanitization industry’s status quo is chemical-filled products that pose a hazard to those who use them. Poisonous chemicals like chlorine should not be accepted for everyday or industrial use. Further, as alcohol-based hand sanitizer becomes more popular, the danger it presents become more apparent. Alcoholics are relapsing by drinking it, teens have learned how to extract it into a potent alcoholic drink, and innocent children are catching on fire.

Do the products I just described really sound like the best options for our society? The advantages of Aphex’s products are that they are chemical-free, alcohol-free, non-flammable, and environmentally-friendly. Studies have proven that our products are effective on Human Coronavirus, Swine Flu, MRSA, Candida Auris, and Candida Albicans, and more.

In addition to that, our products are incredibly versatile. Because of our Hy-IQ Water base, Aphex’s products can easily be adapted to fit the needs of a range of industries, like personal health, healthcare, dentistry, and agriculture, while staying safe and chemical-free.

Any strategy mistakes you have made and what did you learn?

Yes. Just this past year, I listened to a company salesperson that told me if he had 50K units, he could sell “the hell out of them” on Amazon. I bought the bottles and sprayers and had them filled at a contractor. We made a commercial because he stated this was needed for Amazon. And to date, we have not sold one unit. This only reinforced that the original strategy to sell to distributors was the best. Stay on track, and do not let others lead you astray.

Share a story when you have been customer-obsessed at Aphex Biocleanse

Several years ago, a customer that wanted to use our hand sanitizer because of its non-chemical solution ran into a situation when she had some dental work done. It appeared that each visit to her dentist created more infections in her mouth. The medical solution was an oral rinse prescribed by her dentist. It didn’t work. Out of desperation, she began to use the hand sanitizer as a mouth rinse. The infections went away in a few days. I wasn’t surprised at all. However, I suggested she wait until I provided her with Hy-IQ Water because the current formula had a soapy content. When she got the new solution, she loved the lemon flavor and continued to use it through her final dental work.

Seeing the value in this new product, I supplied several bottles to a close friend and dentist. His patients complained that it was strange tasting, sticky and looked like water?

That got me thinking of a competitive product, and I added a blue dye, mint flavor, and a food-grade glycol solution. Our testing lab made over 100 samples that we supplied to users before the final formulation. This was truly customer-driven, and I was obsessed with finding an answer.

Today, the DentAphex product that is based on the Hy-IQ Water solution is available in the marketplace.

Disclaimer: The information in the above story is provided by the startup and The Strategy Story takes no responsibility for the authenticity of the product and services offered by the startup. Reader’s discretion is advised.

Check out stories of other aspiring Entrepreneurs

Also, check out our most loved stories below

Johnnie Walker – The legend that keeps walking!

Johnnie Walker is a 200 years old brand but it is still going strong with its marketing strategies and bold attitude to challenge the conventional norms.

Starbucks prices products on value not cost. Why?

In value-based pricing, products are price based on the perceived value instead of cost. Starbucks has mastered the art of value-based pricing. How?

Illuminated Nike shoes doing brand marketing

Nike doesn’t sell shoes. It sells an idea!!

Nike has built one of the most powerful brands in the world through its benefit based marketing strategy. What is this strategy and how Nike has used it?

Domino's pizza slice separated from pizza

Domino’s is not a pizza delivery company. What is it then?

How one step towards digital transformation completely changed the brand perception of Domino’s from a pizza delivery company to a technology company?

BlackRock, the story of the world’s largest shadow bank

BlackRock has $7.9 trillion worth of Asset Under Management which is equal to 91 sovereign wealth funds managed. What made it unknown but a massive banker?

Why does Tesla’s Zero Dollar Budget Marketing Strategy work?

Touted as the most valuable car company in the world, Tesla firmly sticks to its zero dollar marketing. Then what is Tesla’s marketing strategy?

The Nokia Saga – Rise, Fall and Return

Nokia is a perfect case study of a business that once invincible but failed to maintain leadership as it did not innovate as fast as its competitors did!

Yahoo! The story of strategic mistakes

Yahoo’s story or case study is full of strategic mistakes. From wrong to missed acquisitions, wrong CEOs, the list is endless. No matter how great the product was!!

Apple – A Unique Take on Social Media Strategy

Apple’s social media strategy is extremely unusual. In this piece, we connect Apple’s unique and successful take on social media to its core values.