Competitive Trends A portable personal water filter is an essential item that someone can have in their home, or with them personally, in case of emergency or disaster. It is a relatively inexpensive appliance that can provide a way to ensure safe drinking water from 20 to 100,000 gallons. Its modest size and light weight make it easy to store or transport to ensure access to clean drinking water in any situation. Competitors to the LifeStraw brand are as follows: Aquamira Frontier is a small (less than 5 inches long), lightweight and personal portable water filter. The filter medium (coconut shell activated carbon) filters out approximately 99.9% of Cryptosporidium and Giardia. These parasites can cause intestinal disease if ingested. The Frontier is designed so that people can drink directly from the water source while improving taste and eliminating odors. The product weighs less than one gram and is easily transported in a backpack or outdoor gear. Aquamira advertises this item as the ideal product to have in any emergency/disaster kit, outdoor gear, backcountry backpack, or when traveling abroad. This personal water filter sells for around $11.95 and filters up to 20 gallons of water. It can be purchased on the Aquamira website, Amazon.com, and numerous outdoor/survival websites. Aquamira is a private company and therefore financial information is not available. (aquamira.com/consumer) The H2O Survival Straw is compact and lightweight with an overall length of 6.25 inches and weighs less than two ounces. The filtration technology is a hierarchical two-stage filtration system and a third layer for cloudy water with the ability to filter particles larger than 0.0...... half the paper... is a private company and therefore their financial data is not available. LifeStraw's generic competitors are as follows: • Water purification tablets o Not an immediate source of purified water o Limited number of tablets to carry • Filtered water bottles • Home filtration systems • Hydration backpacks • Bottled waterThe Previous competitors are generic, because there is not a single competitor that offers all the features that a portable personal water filter offers to its consumers. The above competitors are not portable and place limitations on easily accessible quantity. LifeStraw's total budget competitors are as follows: • Food • Entertainment • Fuel • Personal Wellness Products • Clothing The above total budget competitors compete with personal water filtration devices because they rival the needs of everyday life of consumers.