1. EXAMINING THE MARKET:
BED BUG PREVENTION
Lisa Mijajlovic
Jordan Necamp
Francesca Verceles-Zara
Laura Ward

2. Overview
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Introduction to bed
bugs
Examination vs.
Prevention
Potential markets to
enter
Market category
information
The survey
The competition
Creative product idea
Industrial work-wear
Conclusion

3. An
Introduction
to Bed Bugs
Bed bug infestation is on the rise.
• Prior to 2000, 25% of U.S. based professional pest
management companies have encountered a a bed
bug infestation
• Now 95% of these companies have encountered a
a bed bug infestation in the past year
• They are found in rural, urban, and suburban areas
• They are THE most difficult pest to treat
Why won’t they ever disappear?
• They can lay one to five eggs a day and more than
500 in a lifetime
• They can survive for several months without eating
• They can live in temperatures from nearly freezing
to 122 degrees Fahrenheit

4. Local Statistics

5. Extermination Market vs. Prevention Market
Extermination
• Revenues from bedbug extermination hit
$258 million in 2009, up from $98 million 2006
• The NightWatch Bedbug monitor is supposed
to identify bedbugs by mimicking a sleeping
person by releasing heat and carbon dioxide
that attracts the bugs. The cost: $422.
• There are $30,000 portable insect inferno
trailers for sale that fire up the heat to kill bugs
in a couch or mattress.
• In NYC, the approximate cost for extermination
is $7,700 per room per year.

6. Extermination Market vs. Prevention Market
Prevention
• There are $160 FabricTech
mattress covers and $30 luggage
liners.
• For $22, consumers can purchase
“interceptors,” which are placed
under a bed’s legs to trap the bugs
on their way up to feed on human
blood.
• Treated Under Mattress Pads can
kill present bed bugs and help
prevent new infestations for as low
as $24.99.

7. Potential Markets to Enter
• Residential
 Homes
 Apartments
 Dormitories
• Movie Theaters
• Airlines
 Luggage/Travel Accessories
• Hospitality (Hotels/Motels/etc.)

8. Market Category Information – Pest Control
Financials
Revenue: $11.4 billion
Profit: $903.2 million
Wages: 4.0 billion
Annual Growth (07-12): 2.9%
Projected A.G. (12-17): 5.5%
Businesses: 21,708
Industry Structure
Regulation Level: Heavy
Industry Globalization: Low
Technology Change: Medium
Competition Level: High

9. Barriers to Entry
• This industry has medium barriers to entry, and this is predicted to
increase in the future
• The concentration in this industry is low
• There is a strong requirement for licensing products
• Companies are still entering the industry due to the demand from
residential and commercial customers that value pest-free
environments

10. Why is this market lucrative?
• As of now, the
extermination market is
larger than the actual
prevention market. This
puts No-Fly Zone at an
advantage.
• Companies are
spending hundreds
of thousands of
dollars to
exterminate bed
bugs once they are
already present.
• Once consumers find
out about these bed
bugs at these
companies, a negative
reputation is formed.
All of this can be
avoided by No-Fly Zone
entering the bed bug
prevention market.
• With a product to
prevent the bed
bugs, companies
won’t ever have to
worry about
extermination costs.

11. We created a survey to find out more information about
hotel goers and their experiences with bed bugs.
Average income of
respondents is
shown

12. How often do our respondents stay at hotels/motels?

13. How much more money would our respondents pay to
stay in a hotel room that was guaranteed to be bed bug
free?

14. Major takeaways from our survey
• 76% of respondents said that they would pay more money to stay
in a hotel that uses bed bug prevention technology
• While only 6% of respondents had
experienced a problem with bed bugs at a
hotel or motel, the entire 6% said that they
would pay at least a 5-9% upcharge on
their room if it were guaranteed to be bed
bug free
• All respondents who have an approximate
average income of $200,000 or more
would pay at least a 10-14% upcharge on
their room if it were guaranteed to be bed
bug free

15. The Competition
Sweep™ Bed Bug Treated
Under Mattress Pad
• After coming in contact with
the fabric for more than 24
hours, it will kill bed bugs that
are already present and
prevent new infestations
• Good for 20 washes
• $17.49 at Bed Bath and
Beyond

16. The Competition
16-Ounce EcoBugFree® for Bed
Bugs
• Eco-friendly spray that eliminates
bed bugs and their eggs on
contact without
oils, fragrances, or long lasting
chemicals
• Breaks down the chemistry of a
bed bugs exoskeleton, unlike
pesticides that are designed to kill
by ingestion
• Safe to spray on
bedding, luggage, travel
bags, furniture, and carpeting
• $9.99 at Bed Bath and Beyond

17. The Competition
Protect-A-Bed BugLock Bed
Bug Protection Pack
• Patented 3-sided zipper system
for bed bug entry and is then
escape proof.
• Surface is lined with Miracle
Membrane®, a technology that
prevents bedbugs from biting
through once they are trapped
• 1 year guarantee
• $80.99-$134.99

18. Creative Product Idea
NFZ™ Standard Set – Consists of two pillowcases, a flat
sheet, a fitted sheet, and a mattress encasement
NFZ™ Upgraded Set – Consists of two pillowcases, a flat
sheet, a fitted sheet, a mattress encasement, comforter set,
curtains, and a chair cover
• Will be sold in bulk orders to numerous hotel chains
• Hotels can upcharge the cost of the room if the room features NFZ™
technology
• Depending on the quality of the hotel, the room upcharge would range
from 5% to 15%

19. Potential Customers

20. Price & Revenue
Wholesale Standard Bed Set
Pillows (2)
Flat Sheet
Fitted Sheet
Mattress
Encasement
Size
King 42x46
King 108x110
King 78x80x9
King 78x80x12
Price (Per
Dozen)
$58.84
$144.78
$135.66
$258.36
Grand Total
$597.64
Wholesale Standard Bed Set with 10% Upcharge for NFZ Technology
Pillows (2)
Flat Sheet
Fitted Sheet
Mattress
Encasement
Size
King 42x46
King 108x110
King 78x80x9
King 78x80x12
Price (Per
Dozen)
$64.72
$159.26
$149.23
$284.20
Grand Total
$657.41
$657.41 - $597.64 = $59.77 Revenue per dozen sets sold

21. Recommendations
• After collecting data through multiple outlets, our team
would recommend that ITG should enter the bed bug
prevention market
• The demand for this kind of technology in the hospitality
industry is extremely high
• Both hotel-goers and hotel chains will benefit from the
technology

22. INDUSTRIAL WORK-WEAR
Exterminator Protection for
the Bed Bug Market
• The industrial work-wear market is divided
into three groups: general work-wear,
corporate work-wear, and uniforms.
• Major players are Clintas Corporation,
ARAMARK Corportation, Willamsons
Dickies, Unifirst, and G&K Services.
• The most lucrative market for NFZ to enter
would be military uniforms - these men and
women need to be protected when they are
deployed in foreign countries.

23. Potential Opportunities
• Although we believe that ITG should
focus on the bed bug prevention
market, there is an opportunity for new
product development in the bed bug
extermination market
• A primary way of bed bug travel is via
clothing. When exterminators are at
work, they are in danger of bringing
these pests home with them every night
• Applying the NFZ™ technology to an
exterminator’s uniform would provide
these workers with an increased level of
safety
Rough sketch of the design

24. Sleep tight and
don’t let the bed
bugs bite with

25. References
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