Alex Harel of EZPack tells us how they develop, manufactures, and markets unique proprietary solutions for water storage, distribution and mobility
Tell us about you, your career, and how you joined EZPack.
Alex Harel: For the last 25 years, I have been involved in the Israeli high-tech industry. I founded and managed several start-ups in various fields. I joined EZPack at the beginning of 2010 and have been its CEO since then.
Do you have small habits that made a meaningful impact on your life and business?
Alex Harel: The most important asset we have is our people. I make sure to pay attention to personal details: call them on birthdays and holidays, and communicate with them on personal issues when needed.
How does EZPack market its product/services online?
Alex Harel: Most of our sales are B2B, and they are mostly done by direct communication with the customer. We have products on Amazon for B2C sales.
What specific tools, software, and management skills are you using to manage your online marketing?
Alex Harel: Most of our online marketing is done on Amazon. Management has to be familiar with digital marketing since most of the activities are done with those tools. We use the Zoho CRM; LinkedIn to post updates and generate leads. We use Lusha for lead generation and several online tools to create videos.
What is your hiring policy/process, and how do you retain your employees?
Alex Harel: We are a small company, so when choosing new employees, we are not only looking at their professional skills and credential (which are important), but we also try to ensure they can fit into our special un-formal atmosphere.
How are you funding your growth?
Alex Harel: We are now in the process of rising Round A, mainly for working capital and marketing.
Who are your competitors? And how do you plan to stay in the game?
Alex Harel: Since we have products in several applications, we have various competitors. Our competitive advantages are: providing unique products that fit the customer’s need; short lead-time between request and supply. Of course, we also need to be competitive in prices.
Tell us a customer success story of yours.
Alex Harel: We are working with a Florida company that developed an off-grid hurricane sustained house. We supply the whole water system for the home (drinking water, hot water). The system is working on solar power. We supply the system in 3 units, so the installation is a matter of hours. This is a very unique system, and in light of the big housing shortage in the USA, we believe there is a big potential for it.
Your final thoughts?
Alex Harel: Being a start-up CEO is challenging, exciting, and demanding. Being in the water business, we provide needed products and help solve the world’s water problems. We are very proud to be part of the IMPACT start-up ecosystem.