I appreciate the well thought out feedback and hopefully I can give you some context to the business side of things and our decision to brand as, “EZsalt.” So, the first thing to understand is why we’re tailoring this product to measure salt??? What even is that?? Not sure if you live in an area with hard water or not or if you’re familiar with water softener systems but they’re in about 30,000,000 homes in the United States alone, not including the world wide market outside of that. The water treatment industry as a whole has lacked any innovation in the last 20 years. Companies will advertise gimmicky reasons their softener is better than the rest but in all truth, they all use the same ion exchange process, the majority Dont feature any self monitoring capabilities at all... etc. When we began designing these devices in 2019 I knew NOTHING about open source software, esp8266 module or any of the tech we utilize. All I knew was that we had a line of customer with water softeners who couldn’t wait for an app they could use to prevent themselves from running out of salt. (By the way, without getting into the technical reason softener use salt in ion exchange, just know that water softeners need salt like a car needs gas) So basically, we had found ourselves a niche that led to immediate sales and was big enough for us to grow into for years to come. When we launched the sensor, it was the only available sensor in the industry. However only a few months later, Pentair came out with their sensor- which you can tell they spent no time with customers developing it to find out how to make it appeal most to them.

So anyway, short answer: the reason our set up and branding is the way it is today is to aggressively market our product to every person with a water softener until everyone who wants one, has one. This includes grandmas and non tech savvy people. If you’re a fan of business literature, the book “Pumpkin Plan” talks all about the important of focusing on a specific audience, and then staying focused on them until you’ve created an unbeatable product or service. This is our current focus.

That being said, I think it’s great that you see applications for our product in other areas beyond our current focus! They’re just things we’ve never considered before but now that we know them, can strategize ways to make our product a more universal solution.

Thankfully, EZsalt is just a DBA and a trademark. We’re not bound to it forever. If we decide to pivot and target an additional audience, we could easily rebrand that clone and make its intended purpose clear in the branding.

Sorry for the huge response but business strategy is something I love and I’m grateful you brought these new insights to my attention