CRW • Corporate Report • Wisconsin's Business Magazine

Phillip Bautch of River Falls, who is “passionate” about water conservation, had a problem a few years ago. His wife and daughter were complaining that the low-flow shower head this sales engineer had installed at their home didn't provide enough water for them to readily rinse the shampoo out of their hair.

This dissatisfaction inspired him to invent a device that attaches to the shower head and allows the user to adjust water flow rates from full spray down to as little as 80 percent of full flow. By re-installing a higher flow shower head, and convincing his family to use his device for part of their showers, he was able to resolve their concerns while still saving water and energy.

Flash forward to 2007, when Bautch was laid off from his job. He started a company, J.B. Matsol LLC, that is now marketing the device, the UZLOW water and energy saving valve, across the nation. Bautch has a patent pending on the simple device, which is made up of a chrome-plated brass valve body, a valve stem of high lubricity plastic and a valve handle of molded, high-strength polymer.  Depending on the model and quantity ordered, the valves sell for between $17.50 and $21.95 apiece.

It can save four to six gallons of water per shower. And while that adds up for a homeowner, it is particularly beneficial for an institution with many showers. At a University of Wisconsin—River Falls dormitory where 40 units were installed, students reduced water usage at a rate of 33,000 gallons per school year.

“Keep in mind this is hot water,” Bautch says, “so the energy saved from the water saved comes to about 4,810 kilowatt hours per year on an investment of less than $800. That makes for a return on the investment in less than one year."

Of course, an important part of achieving savings is inducing the shower-taker to use the device to restrict water flow. To help with this process, Bautch's company sells two types of signs to install on the shower head that encourage the shower-taker to flip the valve to lower flow while shampooing, shaving or soaping. He cites research that found that the average shower-taker spends 60 percent of his or her time outside of the full stream of the shower adjusting the temperature, lathering up or shaving. (Yes, people actually volunteered to let researchers watch them take showers.)

Bautch is marketing his device primarily to institutions such as colleges, motels and the governmental agencies. A new Best Western motel in River Falls has installed the UZLOW valve in all 86 rooms. The valves are also being used at several other colleges, and Fort McCoy is trying them out in some of its barracks.

While his company is still in the start-up phase and isn't expected to generate positive cash flow until next year, Bautch sees tremendous potential for water conservation products because of the world's growing need to save water. Water conservation is especially important in states with severe droughts such as California or in cities with infrastructure problems, such as Atlanta, where 30 percent of the water that is pumped leaks during distribution, he says.

Bautch says he's glad to be in Wisconsin, not only because it is relatively rich in water resources, but because the state is “doing things right” on developing water policies and regulations.

Moreover, Bautch says he's received a good deal of help in starting his business from the

Wisconsin Entrepreneurs Network and the Wisconsin Angel Network for early-stage investment for start-up companies.

He concludes: “I think it is the little things we do that add up over time, saving water, recycling, walking more and what we choose to buy. The UZLOW valve is my way of offering people a little way they can make a difference.”

By John Hill

You can contact John Hill by e-mail at jhoythill@sbcglobal.net.