NEWS RELEASE                                                                                    December 2021

Increase Air, Water, Energy (AWE) Profits One Application at a Time

The Most Profitable Market (MPM) Program entails

  • Analyzing the unique aspects of each of your products
  • Determining which industries have the largest potential
  • Quantifying your product superiority in the relevant applications within the industry
  • Execute a sales strategy to validate the product superiority and focus on those purchasers who will most benefit.

Implementation of the MPM program promises to greatly increase EBITA for those companies with superior products. The program is explained at

The program can be implemented incrementally using the low hanging fruit method. There are hundreds of specific industries and multiple processes within each. Since the location of the individual fruit is not known and the cost and time to locate each one is high the initial choice is a difficult one.

Company personnel have superior knowledge relative to niches where they are active. This knowledge can be combined with McIlvaine analysis of the size and growth of multi niche segments to select the initial targets.

For any individual product the following questions need to be answered.

  • How big is the market?
  • How fast is it growing?
  • How superior is the product?
  • Are the resources available to validate the advantage, make the sale and provide what was promised?

These questions can be addressed for several alternative low hanging fruit candidates and the program initiated for the most attractive one.

Decanter centrifuges in bioethanol are used as  an example

Here are the program steps.


Once the program to pursue the lowest hanging fruit is successful the scope can be expanded until all opportunities are analyzed. The plan should be flexible as external developments  alter the profitability potential.

For a specific product it is necessary to analyze each application within an industry where total cost of ownership factors will differ.

More than 40 segments of the pharmaceutical industry are identified as shown at

Food and beverage revenues for 24 segments are the starting point for analysis. There is a 10 to 1 variation in the AWE revenues per dollar of  customer revenue among the various food products.


Industry revenues are at least a starting point for estimating both the total market and the potential for individual prospects

There are 10 major segments of the energy industry which have significant potential for AWE products. Some of these such as hydrogen and biomass are fast growing.

Summaries of many applications are shown at

The McIlvaine company offers a combination of market reports and custom consulting services to help AWE product and service suppliers pursue the MPM. This includes leveraging of internal resources and the acquisition of companies with the most valuable synergies.

The market reports are described at under the heading “Markets” at the top of the page.

Bob McIlvaine can answer your questions at This email address is being protected from spambots. You need JavaScript enabled to view it.  or cell: 847 226 2391