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Market ResearchWhether trained to be a certified lifeguard or just a concerned parent, most people would describe a person drowning as a victim thrashing in the water screaming for help at the top of their lungs. Unfortunately, in reality, this is not always the situation. A great deal of the time, victims appear to “having fun under the water” when they are in fact in distress. In fact, about 19% of drowning deaths involving children occur in public pools with certified lifeguards present. Because of the ambiguity surrounding the identification of a drowning victim, Aqua Brace would be of particular interest to parents and other children aquatic supervisors as a preventative measure against drowning. This product would enable such individuals to clearly recognize a drowning child and then take the appropriate measures to help the child. According to the foundation for Aquatic Injury Prevention 500 children under 14 are hospitalized due to near-drowning each year. 15% of those die in hospital and 20% suffer severe neurological damage (2002). According to the National Center for Health Statistics, drowning is the second leading cause of unintentional injury-related death among children under 15 (2002). In a test conducted by Jeff Ellis & Associates on 90 pool facilities in the summer of 2001, it took 1 minute and 14 seconds on average, for a lifeguard to spot a mannequin placed in the water. This shows the ever-present threat in terms of child drowning recognition (2002). “Every second counts in a drowning incident. The longer a victim is submerged in the water, the greater the chance of permanent brain damage or death. If a lifeguard can spot the victim within the first 10 seconds of a drowning incident, and reach him or her to initiate aid within 20 seconds, it is unlikely a drowning incident will occur” (World Waterpark Magazine, 2002). Noise, one of the major factors at a pool, can hinder lifeguard vigilance. Therefore, providing a visual signal is of utmost importance. As with any safety device, one of our goals for this product is for it to be accessible by the general population. Aqua Brace will be provided in sports stores, drug stores, supermarkets and several other locations at a reasonable yet affordable and competitive price. The projected marketing price for Aqua Brace is $7.00. This product will include the Aqua Brace, as well as fluid bags. We believe this price is reasonable and is a high-value buy for all families with children, definitely a worthy and necessary investment.
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