Zebra mussels have spread through US waterways since the late 1980s, and by 2019 the infestation had reached more than thirty states and several Canadian provinces. Wherever they settle, they clog intake structures, screens, pumps, condensers and pipelines, reducing flow, cutting operating capacity and, in drinking water systems, creating taste and odor problems. Facilities that draw surface water, from power plants to treatment works, marinas and fish farms, were already spending on chemical, mechanical and biological countermeasures, with mixed results.

A specialty research firm serving the power sector had developed a technology to mitigate the impact of zebra mussels on water systems and believed it had no direct equivalent in the market. Before investing in commercialization, the firm needed to test its internal hypotheses: whether a genuine need existed, how customers were addressing the problem today, how large the opportunity was and how it should be segmented, and what potential buyers would expect from a new solution in cost, integration and maintenance. It also needed a view of pricing dynamics and willingness to pay to inform a go-to-market roadmap.

PP&A designed the engagement as a voice-of-customer assessment in two phases: first validating the market opportunity, then assessing pricing dynamics, with a strategic roadmap to follow. The team completed twelve expert interviews with operators and specialists across thermoelectric, hydroelectric and nuclear generation, potable and wastewater treatment, refining, steel, commercial and industrial cooling, agriculture and regulatory bodies, gathering first-hand accounts of impacted equipment, operational disruption and the solutions in use.

In parallel, PP&A fielded a survey that returned 76 completed responses across 17 sectors in the United States and Canada. It captured facility demographics, the size and financial scale of mussel impacts, the solutions available and their effectiveness, and the success factors a new solution would have to meet. To size the opportunity, the team built a sector-by-sector methodology: total facilities per sector, the share impacted today and projected over five and ten years, the incident and remediation costs reported in the survey, and the lowest-cost effective solution as the reference point for addressable spend. The final report combined the sector models with deployment considerations for each subsector.