Next Generation Shelters and Structures – Ron Ben-Zeev of World Housing Solution

Ron Ben-Zeev, the President & CEO of World Housing Solution

Ron Ben-Zeev, the President & CEO of World Housing Solution, grew his company’s revenue from $300,000 in 2014 to $3.7 million in 2017, a 1,145% increase.  

World Housing Solution is a designer and manufacturer of expeditionary military solutions, emergency shelters, and mobile medical solutions.  

In this interview with Eversprint‘s Malcolm Lui, Ron shares how he and his team accelerated their high value sales by:  

  • Finding a problem that their product solves extremely well.  
  • Proactively networking with government and military decision markers, as well as being prepared when opportunities find them.  
  • Continually educating their market on how there are housing and building options beyond tents.  

Computer generated transcript - World Housing Solution (transcribed by Sonix)

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Malcolm Lui: Welcome to the High Value Sales Show of I'm Malcolm Lui, the Managing Member of Eversprint, and today we're speaking with Ron Ben-Zeev, the President & CEO of World Housing Solution, a designer and manufacturer of expeditionary military solutions, emergency shelters, and mobile medical solutions. Welcome to the call Ron.

Ron Ben-Zeev: Good morning. Welcome. Thank you for having me.

Malcolm Lui: Ron, you grew your company's revenue from $300,000 in 2014 to $3.7 million in 2017, a 1,145% increase. Before we talk about how you grew your company so fast, can you briefly share what your company does beyond my quick intro, and how your company differs from the competition?

Ron Ben-Zeev: Absolutely. So I've got going way back to the birth of the company we were created to help address and deal with the plight of refugees after a disaster occurs. And in spite of what I teach everyone and the people that I mentor I did exactly what I tell everyone else not to do which is we went ahead and built it before you validated it. And what we discovered was that unfortunately for us there was a big divide between the user and the buyer and between the response that we received from the buyers in particular which was you know we love your shelters. They are a very interesting rigid capabilities but unfortunately attempts is good enough. And so that's what we're going to stick with. And in that particular moment what we discovered was that as we're contemplating our our early demise we were discovered by the U.S. military more particularly the U.S. Navy. And when we just went what end up happening was one of the greatest lessons in the modern digital world which was when you get an email to your info at. In our case in full ad war on the housing solution box respond to it because you never know who is really behind it. So the fact that we responded we ended up being introduced and used by the US Navy. And it turns out also of all the companies that reached out to we were the only ones that responded. So we weren't the prettiest girl at the dance we were the only girl at the dance.

Ron Ben-Zeev: But a win is a win. And it turns out that the US military has very similar problems when they go in and create forward operating bases or sites or camps and which is how do you create an environment that's safe for the soldiers to live in that can resist the elements and then can still be folded up and moved around which is the perfect segue going into our competition is in this industry when it comes to particularly dealing with the U.S. military the go to solution are tents. It's still something that's been going on for three thousand years. Alexander the Great use tents. Julius Caesar has used tents. Napoleon used tents. The German and the the German army used tents and we still use tents. So you know three thousand year old technology is sticking a cloth that is still the go to solution. And so our biggest challenge today when we talk to customers is an educational one. We need to tell them you have another option when you're there for more than X number of months. And the options are either you can now move to a containerized solution or you can move to a rigid insulated structure. Think IKEA meets construction and something that can come out of the container or the back of a truck gets put together assembled utilized for X number of weeks months years and then potentially taken apart again and moved

Malcolm Lui: That part is unlike IKEA

Ron Ben-Zeev: That. That is true. It's hard to take apart again

Malcolm Lui: Yes the IKEA stuff is built once and you're stuck with it. OK so now would you say that you are primarily a government supplier now or are there commercial buyers of your product as well.

Ron Ben-Zeev: Primarily we are a government a government supplier. I would say that you know 90 plus percent of what we have done so far has gone to either the US government or a government entity. I want to say by government entities we've also delivered clinics to Puerto Rico through the Commonwealth and and also in between FEMA was was in the path. So virtually everything we do is within through the U.S. government. We have now just recently rolled out some capabilities that have piqued the interest of folks in the on the commercial side. And then we're exploring that deeper and deeper and actually we we're more than likely closing a sale in the commercial world this week. So it's fairly exciting for us here.

Malcolm Lui: Now your commercial product be significantly different from your loved ones are you doing to the government's

Ron Ben-Zeev: Yes and no. So in the same way that lessons learned with the U.S. government as to what are the challenges that need to be solved. And know fundamentally people don't care about your solutions. They care about their problems. That's the mantra we use here. So figuring out how we can take lessons learned while serving the U.S. government's serving our troops and converting those into commercially viable solutions that can address challenges are currently being used for sustainability longevity without having to go completely down the you know the ruggedness that is required within a military environment for example

Malcolm Lui: Ok. So Germany the same concept but the material in the construction might be a little bit different. Okay well now are we ever going to see a product like yours at Aria. Do it yourself sort of thing.

Ron Ben-Zeev: You know when you never say no right it would. It would be an interesting opportunity maybe you'll see it at Burning Man before that

Malcolm Lui: In

Ron Ben-Zeev: Or other environments where where you want to showcase sustainability or rapid assembly and then this assembly said We've been approached by people and say hey this is really cool. Can you make a you know an ice fishing huts for me or or this would be so great and want to go hunting or things of that nature. Unfortunately right now we just don't have the bandwidth. So we're focused on on serving the customer that we currently have while still keeping an eye on opportunities downrange. So who knows maybe

Malcolm Lui: Yeah

Ron Ben-Zeev: You will one day

Malcolm Lui: Yeah. Cool. Now can you give me an idea how big your smallest unit is and how heavy it weighs.

Ron Ben-Zeev: So the smallest unit we've we've ever fielded is roughly 16 by 16 and going going back to 2 to addressing the challenges that we've designed our structures that require either two or or four people to lift anything that we make. And I emphasize people because not just guys it's it's it's guys and or girls that can lift everything we make nothing we make ways north of 200 pounds so our biggest panel which is roughly 16 by four. So 16 feet long by four feet wide can still be carried by four people and so are 16 my 16 unit weighs less than three thousand pounds. And yet it's still design and and assembled in a way that makes it hurricane resistant and also very high resistant to two earthquakes.

Malcolm Lui: So just like I can envision this your 16 my 16 unit now how high are the ceilings on this

Ron Ben-Zeev: I can make it very easy for for you and the listeners if you go on our Facebook page and we're on the housing solution you will actually see a team of our guys here in the plant assembling a 16 my 16 unit. And so it will give them a pretty good idea. Everything that we design has to fit in a 8 by 20 container which means nothing is is is too tall or too long. That will prevent it from fitting in an eight by 20 container which is a military requirement. And but once you're inside the building it's just a little bit over eight feet eight and a half feet tall inside

Malcolm Lui: Ok. And you know when it's all broken down in and shipped How big is that stack of panels

Ron Ben-Zeev: It's less than a half of an eight by 20 container

Malcolm Lui: Less than half of a by 2015. OK so it's a pretty good sized

Ron Ben-Zeev: It's still a pretty good size. We will we will. What would we tell people is because of the insulation factor and the fact that there is the insulation that we use as a is a foam core and depending on the application the foam core changes it adds to the lightness obviously and adds to the efficiency obviously but also adds to the bulk. So so we can cube out meaning fill out an entire container and still be so light that that most operators are surprised by how light the box is overall.

Malcolm Lui: Right now if I had a similar sized room 16 by 16 my 16 room built modern day materials for residential. How would it feel. Temperature wise between the two. Assuming it had similar types of ventilation is your structure better or worse than a modern home that's permanently fixed and built

Ron Ben-Zeev: It's a great question and it and here comes the debate between an R value and a thermal bridging or thermal transference. So our our forte our strength is the reduction of the carbon footprint when it comes to deployed structures. And what I mean by that is our room our building will be dramatically more efficient. Meaning would require less energy to heat or cool than a traditional home. So when we're building a structure imagine that when it's done you're actually living inside of a Yeti cup. That that's really the efficiency level. As an example at 16 my 16 room with air conditioning and lights and monitors we have run that building in a floor in the Florida heat with a small handheld suitcase size or actually briefcase sized generators. So a 2 kW Honda generator has run that room for about eight and a half hours burning one gallon of fuel

Malcolm Lui: Ok. A little bit hard for me to compare that because I don't drive my home by fire outside a generator. So is it more or less expensive than

Ron Ben-Zeev: Dramatically less and

Malcolm Lui: Getting

Ron Ben-Zeev: To take it actually a little bit further and that is where the ability to twin this with hybrid power really comes into play. So the ability the lower the power requirement to air condition or heat a structure is the easier it is to utilize solar and batteries to provide that energy.

Malcolm Lui: Right

Ron Ben-Zeev: It just makes sense. So you know in the footprint of solar panels and or size of batteries. A Tesla wall that may run a house for half a day. Once you install it inside your your home would run our building for several days just to give you an idea.

Malcolm Lui: Ok now your building doesn't have any windows anything right. Because I imagine that's where most of the heat leak would be leakage occurs in a modern building

Ron Ben-Zeev: It actually does so. It does have windows but the windows we use are very high efficiency. Hurricane rated double insulated the Lowy glass so everything we utilized is made out of manmade material to eliminate any infestations of insects and and very high efficiency. In order to reduce the energy requirement when it comes to deployments particularly for the US military. But it turns out that our NGO is or non-government organisations dealing with disaster response have the same challenges with a supply chain that the US military does.

Malcolm Lui: Right now. When you say you've run a home run one of your units for eight and a half hours light time computers on inside your structure the temperature is like 70 degrees something like that

Ron Ben-Zeev: Again it depends on what you set it on in this case it was 90 plus degrees in Florida. I think the inside was set at seventy four seventy five so very comfortable and when you were using you were doing your house. Except that we use a lot less energy to get to that temperature

Malcolm Lui: Right. And just so I get a feel for the relative cost of your structures. If I want to devote a whole lot of your units you know how much you would that cost as opposed to traditional construction

Ron Ben-Zeev: So you would not build that home and out of our unit. So again remember what we do and who we serve So we serve primarily the US military.

Malcolm Lui: Juror

Ron Ben-Zeev: So it would be a little bit like comparing a Humvee to a jeep. You know they both provide the same thing the jeep can get you off road and it's got four wheels and it's four wheel drive and it's got air conditioning and you can put four people in it but it cost 40 grand a Humvee does the same thing but it has very specific presets and requirements to meet military military requirements. And because of that it is dramatically more expensive. So right now because you never need to take your house apart and move it

Malcolm Lui: Yet

Ron Ben-Zeev: The sheer fact that we have to engineer and have engineered structures that are designed to be assembled to be hurricane resistant last for years and years and then take apart and rinse repeat and do it again adds a dramatic level of complexity and engineering and therefore costs that are not needed in a traditional environment

Malcolm Lui: Right. Right. Okay

Ron Ben-Zeev: Now that now that being said the technology that we utilize is a derivative of the structural insulated panel world so known as a sip and the SIP industry makes today panels for the residential world utilizing either a always be or a wood clad foam core walls and roof sometimes or a metal or things that don't require or are not designed to be taken apart. Those are typically a little bit more expensive than traditional construction in raw costs but again get assembled a lot faster because it's all pre manufactured and delivered to the site which means less trash less time and then the and also much higher efficiency to the structure and often a stronger structure as well.

Malcolm Lui: Right. Okay. Now what's the biggest unit you have

Ron Ben-Zeev: So do you want to know the biggest unit we've ever designed or the biggest unit we've ever built.

Malcolm Lui: Let's hear about the biggest the biggest ever built

Ron Ben-Zeev: The biggest ever built is over 30 to 100 square feet

Malcolm Lui: And it's all integrated all interlocked. It's like one continuous building.

Ron Ben-Zeev: It's one continuous building 100 plus feet long 32 feet wide and it's actually a very complex sophisticated giant bathroom that is being utilized by the United States Air Force on in there and one of their bases in sub-Saharan desert Africa.

Malcolm Lui: Ok. Very cool. And what's the biggest one you ever designed.

Ron Ben-Zeev: We designed just recently a close to 10000 square foot facility based on the same exact principles to be utilized as a multiple classrooms and just basically a giant school.

Malcolm Lui: Ok cool now. Not that I have a better understanding of your product and how it all literally fits together. What do you share of me was the biggest driver of your growth from 300000 in 2014 to you know over 10 times that three point seven million in 2017. Three years later.

Ron Ben-Zeev: It goes back to what I said a little bit earlier. People don't care about your solutions they care about their problems. And one of our Epiphany or aha moments came when I attended a conference in Washington D.C. listening to two people within virtually every branch of the US military and State Department and government talking to two individuals in the room that were all in one way or another involved in sustainability. So in the room you had people that did everything from batteries to solar panels to two more efficient motors and et cetera et cetera et cetera. And one person after the other that came and talked to us that day basically said look we're not going to buy your stuff because you're green. But here are some of the problems we're trying to solve. And if he can solve those problems and happen to be green that's fine but don't think that because you're green and sustainable that that's going to be the end all be all logical right and make sense. And kept on talking time and again about logistics. And it goes back to what I said earlier. Logistics either win or lose Woolworths has always been that way. You know Napoleon lost the war in Russia at the time because of logistics that the Germans lost the war in World War 2 because of logistics they were outrunning their fuel supply. Those are the things that keep military up at night. Recent studies that were done by the US and routed by the Marine Corps shows that for every gallon of fuel utilized in a foreign involvement a foreign and excuse me for word environment it takes seven gallons to bring it there.

Ron Ben-Zeev: But at the same time if a commander needs fuel the commander is going to get fuel. Period. Right. I need to move my troops. Get me fuel. They have the helicopter in and they're going to helicopter the one unfortunate fact that is not that well-known but during the Iraq and Afghanistan war. Fifty eight percent of all the casualties came from the logistic side. People driving stuff around. And when you look at all those together it creates a very interesting and sad picture as to where the vulnerabilities are. When you go in a foreign environment. So the aha moment for us at that time was not to change what we're doing but change the story that we're telling. So now we're talking about reduction of logistics reduction of the supply chain. But now you have more ability to use your troops to do different things as compared to driving trucks around and so on and so forth and that has resonated. This is where we're speaking their language instead of trying to force our language onto them. It was a and and I know it sounds it sounds so clear now. Thinking back about him like I'm such an idiot for five years I'm trying to do something in one way and then finally we understood the language we understood the pain points and shifted our story to answer and address those and that's when people said OK I get it I want some of that

Malcolm Lui: Ok. So the biggest driver was finding a problem a real problem that people have in this case the government has that your product and software the

Ron Ben-Zeev: That's correct.

Malcolm Lui: Right

Ron Ben-Zeev: And crafting the story and the information in a way that that fit and was understood by. By the by the buyers and by the users.

Malcolm Lui: Right now it wasn't just one. One buyer was it. It took you from 300000 to over three million.

Ron Ben-Zeev: It was several not as many as you would think. So we sold some some larger solutions at the same time but why it resonated. And we've been fortunate so far that we sold two to every branch of the U.S. military including the National Guards. The only one that we haven't sold yet are the coast guards but we sold to Army Navy Air Force Marines Special Forces and National Guards. And in the end the salute. But the story remains the same. I can get you in a quieter environment I can get you further out I can get you more comfortably set up so that way you can do what you need to do in a better environment where people often don't realize and pictures are all over the Internet but when we go and build a forward operating base when I say we I mean the U.S. military the U.S. taxpayers we connect air conditioners to tents. It doesn't take a you know a nuclear physicist to realize that that's not the most efficient thing to do but at the same time if our troops are rested and more comfortable they will be more efficient in doing what they're doing. Now if we can provide them with a better way of doing that and a better solution and that's where we make the difference that's why we call ourselves the evolution of expeditionary solutions

Malcolm Lui: That's a good Fraser Evolution of expeditionary solutions. OK

Ron Ben-Zeev: Yes.

Malcolm Lui: Now how did you go about finding your additional customers additional buyers. That sounds like that's perhaps your driver number two right. Finding more buyers of your product.

Ron Ben-Zeev: The key is the ability to go out and talk to people. If you're I used to I used to joke that you had you had three segments B2C business to consumer and B2B business to business and and I would say those are both wrong. You're always H to age which is human to human. Then I would say unless your business to government and that's its own entity and the reality it's not true you're still you're still in a human to human environment if you're able to meet with the people that are making the decisions or that can influence the decision in wherever they are in Europe Germany and some of the other places and in the U.S. that's where we started making a difference that's when we saw a spike in interest and in quote requires required and an education because at the same time we would hear and find out about some of the things that we were doing wrong or some of the things that we could improve on which is always the key. But until that time until that moment we the needle barely moved. But the moment I had enough resources to get on the road and go meet with people that's when we started seeing some some true movement around

Malcolm Lui: So how did you find these key decision makers.

Ron Ben-Zeev: Some. And again sometimes it's it's luck. And we were fortunate that after we saw the first building to the U.S. military the Navy had written a report about us and that report was widely circulated amongst a variety of different branches. And one of the one of the colonels that received that information sitting in in a in a basin in Germany was intrigued enough by the results and by the process that he reached out to someone who handles and manages sales to the U.S. government and that person reached out to me. So you have you know everybody you heard of government contractors. You also have government vendors people that specialize in providing supplies to the U.S. military and the U.S. government. And when one of them reached out to me and said hey there's a colonel's interested in your stuff and that gentleman. Both the colonel and the gentleman in the sell side were impressed enough by what we did that they continue to open doors for us. And know and that has fueled our growth and the interest and why we do

Malcolm Lui: Ok. No. It sounds like it's a bit of a fortunate circumstance that that unfolded as you describe. But of course he did the work to make it all happen. Was there anything proactive that you did to help find new customers.

Ron Ben-Zeev: What is the saying luck favors the prepared. So we've been preparing and we continue to prepare. The key is is really to to to asked the right the right questions in order to be able to ascertain what the needs are and then talk about the best solutions that you may have that can address those problems. And sometimes it's creating them from scratch as an example when when we were approached by by the Puerto Rican Department of Health and in addressing a particular challenge the answer was Yes We Can Do It. We utilized. We utilize the lessons learned from solutions we deployed for the U.S. military to create and deploy a an off the grid capable Toba ball because it's lightweight so mobile with an F 150 clinical solution that has equivalency of care and what you would senior in your office it's called clinics on wheels. You go on our website you will find the pictures and some of the things that we do and we've done for that and while still making it ADA compliant those are all the requirements and turns out no one had ever done something like that before. And we did. And so again luck favors the prepared is asking the right questions understanding what the pain points are and then either saying yes we can or being honest with the customer and saying you know as much as we'd love to we're not the right people for this but thank you for the opportunity. Think of us next time when something else comes up.

Malcolm Lui: Right. OK. So just to recap some of the drivers that have the biggest drivers of your growth over the past few years one. Number one. Solving problems real problems that people have and that entailed re crafting your story with your product to fit that problem. Number two. Number two I'm not totally clear on because on the one hand I know that you met decision makers that made it all happen. But on the other hand it didn't sound to give us you proactively seeking out individuals. It's more of being prepared to them and those opportunities came. You can take advantage of them. Or did I miss something there

Ron Ben-Zeev: Well it's it's both proactive and organic. If we're out there talking to people if they believe in what you do and they trust your capabilities of delivering on those on those promises then they either will acquire or will share your capabilities with others at which point in time you can then go out and meet with those individuals. It's an all and obviously it's when you deliver something no one is ever perfect and if challenges arise is how do you deal and solve those challenges to try to build a rapport in the trust with the customer. And so those are still proactive and organic. So I do go out on the road and we're now hiring and I've hired some some some people that have military sales background and capabilities and and that's what we do so we're both proactively knocking on doors. So once you knock on one door and you have one door open that door will lead to other doors and that's where we are right now is is continuing the educational piece is explaining and telling people you have another option besides tents and containers and then continuing to to then meet with those people and present our case and present why we do and then linking their needs with our solutions hopefully and then you know six eight months 12 months 18 months later close a sale because it takes a while

Malcolm Lui: Now would you say the education side to be your third driver.

Ron Ben-Zeev: Yes if they don't understand why we do they are not going to buy.

Malcolm Lui: Definitely. And they never even consider that there might be an alternative other than tense. All right. So if we were to have a have this interview again a year from now to catch up and hear how things have changed. Looking back over the past year what has to have happened in your business for you to be happy with your company's progress. And and specifically what problems do you have now that you would have solved over over next year and what opportunities would you have captured and what strengths that you have now today would you have further leveraged

Ron Ben-Zeev: So. So in a perfect world where we would like to be is is what the U.S. military calls a program of record right. That's when when we grow up if there was ever a wish list to become what is called a program of record which means that the Government accepts what exactly what we do and promotes it within their ranks and basically guarantees a certain amount of business over a period of time that is anywhere between three to five years that would be obviously the ideal situation in the perfect world and that's when the champagne gets that gets uncorked and we all high finding ourselves on on the problem side or challenges we're always improving we're always we're spending a lot of money and time on our end. How can we make it better stronger faster lighter cheaper so that way we can resonate. And then last but not least is also looking at lessons learned from other industries that we may be able to incorporate in what we do. So when. So it's again looking at our our mobile platforms where we're now incorporating a variety of things that are needed both an austere environment meaning if you go into a forward operating war type environment where you don't have many resources but the same exists after a disaster.

Ron Ben-Zeev: So I think you know even Orlando after we got hit by the hurricanes last time I had no communication the water was shut off to my house. So how do you what do you do. How do you live. So those are the kinds of things that's how do we integrate water from our machines. How do we integrate desalination and water purification along with a mobile giant hotspot with solar or batteries and power so that we can deliver the three things humans need after a disaster which is communication power and water. How do you do those things. Those are the things that that that gets me up in the morning and in the office by before before 7:00 every day and typically until 7:00 every day or and and rinse repeat the next day and it's it's fun it's exciting it's challenging it's frustrating it's all of the above but those are the things that in a year from now we tell you we've closed some very large contracts we've hired more people we've grown we maybe have moved to a larger facility and and we've improved our processes and and our technology every day.

Malcolm Lui: Now are there any specific opportunities over the next year that that you would like to capture. So you know one year from now you'll say to yourself Yeah I'm really happy that we captured those opportunities. Know what are those opportunities in the one year time horizon

Ron Ben-Zeev: So again right now some I hate to say this but unfortunately I'm I'm not at liberty to discuss because those are all U.S. military related. They're not it's not in the sense that it's a top secret but not all of them are always as transparent as you would think. So we are currently working with several branches of the U.S. military including some folks at the Pentagon. And if we can close those sales it would be a tremendous tremendous feather in our cap as we continue to deliver what matters the most in the end which are great solutions for our soldiers and our troops downrange. You know we live by the motto that we serve our troops and we really tried to to emphasize that with everything we didn't

Malcolm Lui: How about on the commercial side. Any opportunities there that you would like to nail down in over next one year. Talk about one deal that you're working on at the beginning of our

Ron Ben-Zeev: So

Malcolm Lui: Conference

Ron Ben-Zeev: So there's one deal in particular right now that I think I alluded to at the very beginning and it's dealing with a a fairly sizable franchise company that has come up with a with a mobile solution that requires some very specific attributes that we've developed and delivered with our clinics on wheels and so we're hoping to close that contract actually before the end of the week. And

Malcolm Lui: Ok

Ron Ben-Zeev: If we do that will generate it will create an additional bucket of revenue for us away from the U.S. government side which is always nice to diversify and create different streams of revenues because it creates a more stable growth overall.

Malcolm Lui: Any other interesting avenues on the commercial side opportunities that you'd like to capture.

Ron Ben-Zeev: So when you're in business you have to pivot and pivoting means a variety of things for a variety of folks so you can either pivot at one hundred and eighty. Meaning that you're turning your back on where you came from because of the existing opportunities or you can go ahead and pivot at a 90 degrees which is which is what we've done. So our our name is world housing solution. We we came from the social world. We consider ourselves a social enterprise on a lot of ways. And we haven't lost sight of of the fact that in the scheme of things we want to be part of an address larger challenges in the world including social housing and disaster response and disaster relief. And so we are currently in conversation with with several countries for large opportunities on social housing where we would like to utilize some of the lessons learned and deliver a better quality of life for people down in those environments and those places. That's one side and then the other piece linking back to the clinic on wheels is the fact that right here in the U.S. right here 20 miles from my. From our office you have healthcare deserts. So if we can create a mobile platform that can deliver a premier health care capability to people right here in the United States and and do it in an efficient and comfortable manner that's where we'd like to be. So those are two avenues that we're still pursuing and hope to get some nice traction in it by by the end of 2019

Malcolm Lui: So the first one is a business the government opportunity and the second mobile health care unit. This is this is again also toward a local city government or imagine

Ron Ben-Zeev: No.

Malcolm Lui: Private hospitals

Ron Ben-Zeev: This is actually private hospitals. And even so it's both nonprofit in this case so some nonprofits have reached out and said hey here are some challenges that we're trying to do and you know can you help us. And the other one is you know hospitals that we're working on a couple of very interesting opportunities which also will encourage corporates and really some really cool technologies including telemedicine and things of that nature.

Malcolm Lui: So how did you go about finding the nonprofits that are interested in social housing in large countries throughout the world and the private hospitals that are interested in mobile health care units

Ron Ben-Zeev: So we'll split the two the the then the nonprofit social housing opportunities tend to come to us. We have not actively pursued those at all on but if and when and if they come we would take a very hard look at it. Most of them are fizzled away because they came from. From people that had great dreams but no ability to execute on the on the medical side. We were fortunate enough to have been introduced to people at the advent health which has a very large hospital group in the US and thing it's in seven states and operates over 40 hospitals through them we've been able to learn some some very interesting facts and understanding some of the challenges that they're facing which has opened doors. But we've also been fortunate enough to connect. So most recently we were at a large conference here in Orlando trade show where our solutions garnered a lot of visibility and has triggered conversations with a lot of a lot of folks as well from that standpoint so it's trying to find the right people and then last but not least that's it. It's also putting and posting things on LinkedIn and and reaching out through through more traditional more more traditional channels of discovering who may be in the marketplace for things that we have to offer. And sometimes by the way those also come from channel partners which is also a very nice way of growing the opportunities.

Malcolm Lui: Now in terms of the traditional channels in posting things and linking I noticed how you didn't look like you're doing any sort of paper like advertising it and it didn't look like you invested heavily on the SDL side of things. What are your thoughts on that.

Ron Ben-Zeev: So you're correct. The paper paper clip does it does nothing for us at this stage simply because when we do is so is so Taric and the market is we're decision makers are so small that we would be better off to invest than in a in a perhaps a more traditional e-mail campaign and buying lists and things of that nature which may occur. We haven't we haven't said no to that on the SVOD side. This is a literally a working progress and we've already revamped the Web site and then a lot in the next two weeks to four weeks at the most you will see a lot of improvements on our SVOD side simply because we've hired and brought down brought on board several experts to help us tweak it and cleaning up. So I'm I'm glad you noticed that it is a weak point but we've we've we've identified and we're hopefully addressing it in the next few weeks.

Malcolm Lui: Okay now you mentioned that you had email marketing would be more effective than paper clips. Are you doing email marketing right now.

Ron Ben-Zeev: No not yet

Malcolm Lui: Okay. And

Ron Ben-Zeev: That is on my radar.

Malcolm Lui: All right. Okay. And then I noticed when you talked about the problems and challenges they were on the R and D side you didn't mention anything on the marketing and sales side as being a problem and challenge over the next one year that you'd like to get resolved. That's the case. Things

Ron Ben-Zeev: That

Malcolm Lui: Are

Ron Ben-Zeev: Is the case. I don't I don't think because of our relationship with some of the larger vendors or distributors to the U.S. military. I think we have we have some good channels. The key is it is still to some extent it's still fine tuning the story. Having the right videos online telling and sharing with people what we do so it becomes an easier thing to understand when when they click on it to go oh ok got it. This makes sense I want it. Those kinds of things

Malcolm Lui: Right. I understand. Okay got it. All right. Three last questions for you. I'm say you decide to put a billboard up for your company world housing solutions and you have six seconds for people to see your message because they're driving by at a fairly fast clip. What is your billboard message

Ron Ben-Zeev: Oh that's an interesting thing right. That the six second byte would be better stronger more efficient structures after a disaster

Malcolm Lui: In another one. I thought that would make good. It would be really good. Earlier in our conversation you said a evolution of

Ron Ben-Zeev: Expeditionary

Malcolm Lui: A

Ron Ben-Zeev: Solutions. Yep.

Malcolm Lui: Yes

Ron Ben-Zeev: And most people don't know what an expeditionary solution is unless you're in the military or in the air or in the disaster relief world. And it's again it's a it's a it's a large opportunity but it's a small number of people so they probably are not driving right by my billboard unless the billboard is in D.C.. So there you go

Malcolm Lui: Yeah. Yeah I guess it all depends on who you want to target right.

Ron Ben-Zeev: Exactly

Malcolm Lui: And fruit and to ask to ask questions Who are your ideal clients or customers and what's the best way for them to contact your company.

Ron Ben-Zeev: The ideal. Can't climb from our standpoint would be a decision maker within the U.S. military apparatus that is involved in in acquiring shelters and the U.S. military defines shelters as tents containers structures that can be moved easily. One of the interesting things from our standpoint and by the way it's a it's it's an interesting competitive advantage is that because we can be moved around we're classified as a tent on the U.S. military acquisition codes and not as a building so. So that opens a lot of a lot of opportunities. The other customers would love to talk to you are are our city state County's Emergency Response directors who need to be able to respond to an emergency. And and we'd love to be part of the conversation with them. And then the way to reach us would be going online to world housing solution singular. There's no s at the end of solution dot com or clinics on wheels. Dot com would be absolutely the best way to reach out. Learn more about us. And and they're calling us and sending us an email

Malcolm Lui: You know if you are exclusively doing clinics on wheels that's a fantastic billboard message.

Ron Ben-Zeev: Yes

Malcolm Lui: One other question came to mind that I wanted to ask you but then we talk about other things. How are you going about educating people about your product and solution. Do you have a formal program to do it broadly or is it all one on one

Ron Ben-Zeev: So it's a combination. The Web site has to tell a story that that triggers an interest on the part of potential customers on one side leveraging and bolstering that up with some good videos audio recording things of what you and I are currently doing right now are obviously very important. And then one on one face to face creating presentations or as the military likes to call them briefs but gives a high level slash detail enough data and information by what we do. So the way they're interested and and understand our capabilities to be able to talk to them get to get in touch with us or and or order some of our solutions

Malcolm Lui: When you submit a brief to the government. And forgive me if this is this is kind of a basic question but I've never really seen a brief to a government by a vendor. Is it like a one page thing or is it a 50 page thing.

Ron Ben-Zeev: Yes.

Malcolm Lui: Okay.

Ron Ben-Zeev: So it's not typically a 50 page thing. It's a combination of things. The one pager is called a capability statement or statement of qualification and that's so cute. The U.S. military or military is a lot of acronyms. Typically we send a and then Regina a 2 to 12 page introductory and an extremely introductory brief based upon some of the facts that we know about that particular customer. And then once presuming that they like what they see and they want more info and or ask us to design some solutions for them then that can get a little bit lengthier but it's still targeted to their needs

Malcolm Lui: Right. Okay. Got it. All right. Ron it's been awesome having you on my show today. I really enjoyed hearing how you grew your company so fast

Ron Ben-Zeev: Thank you so much. It's been really really a pleasure to be able to share in.

Malcolm Lui: We've been speaking with Ron Ben-Zeev, the President & CEO of World Housing Solution, about his company's rapid growth. For interviews with other fast growing, high value sales companies, or to learn how we can accelerate your firm's high value sales through automation, visit

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