WELCOME
COLD CUT SYSTEMS
Peter Oom
Mark Smitherman
Jimmy Otter
David Nielsen
Jan Hellsten
Anders Trewe
Johan Biörsmark
Patrik Söderberg
Tina Tandrup
Anna Olsson
CEO
UK Marketing Manager
Sales Manager
Sales Manager
European Sales Manager
Manager Business Project & Quality
Training Manager
Manager Operations and Production
Financial and Administration
Marketing Manager
The Vision
“COBRA is the alternative way to fight fire. Imagine a scenario
where you could fight a fire faster from outside the fire
compartment, with less water, less damage to the environment
and property, improve the survivability of casualties and
significantly reduce the risk to fire fighters – Utopia, maybe;
bold statements, yes; achievable, yes, absolutely.”
Martyn Emberson, Chief Fire Officer of Northamptonshire Fire
and Rescue Service
OWNERSHIP
Financially strong owners
Long term dedication
SAAB Ventures (SAAB Defence group)
IF Metall (major union in Sweden)
Risk Management Partner AB
Founder and Employees
coldcut cobra – Customer base
30 countries worldwide
TM
Examples of market developments
Very strong growth in the UK
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Large metropolitans (Manchester 44-70 units, Kent etc)
Many rural services (Lincolnshire 23 this year only!, Northamptonshire 20,
Scotland, Wales…)
Channel tunnel, MIRG, Urban, Rural, Isolated, Full time, Retained
Nordic countries steady growth and acceptance
Proactive activities and investment in Continental Europe
including industrial customers
Rapid development expected 2013-2014
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Belgium, Netherlands, Turkey
Metropolitans very high momentum
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Bangkok, Moscow, Singapore, Hong Kong, Dubai, London, Greater
Manchester, Amsterdam
Societal Changes and Future Fire
Fighting
• Casualties in fire fighting demands new methods
• Difficulty to recruit retained fire fighters and
training restrictions
• Challenges with congested traffic in urban areas
• Higher buildings, tunnels, new infrastructure, new
building constructions and materials leads to
higher and new risks
• Cost saving initiatives leads to smaller appliances
with more flexibility
• Higher pressure on residual values and focus on
water damages
• Pressure to sustain environment
Cobra can be one solution
• The Cobra offers an efficient intervention from a safe position –
the outside
• A Cobra attack can be rapidly deployed to the scene of
operations. 1-2 minutes of Cobra intervention will make a
dramatic effect and a safer environment for the BA (rescue
situation)
• The Cobra intervenes without ventilating and entering into the
building
• The Cobra fits perfectly on a
Rapid Response appliance
• The Cobra uses 100% of 60 l/m
instead of 5-10% of 600 l/m 
No water damage and minimized
environmental damages
Evolution of the Cutting Extinguisher
Concept
Cutting
Extinguisher
Foam pump
Non,
unused or
misused
Specialist
tool
2000
Cutting
Extinguisher
Positive
Pressure
Ventilation
(PPV)
IR Camera
Multiple
Cutting
Extinguishers
PPV
IR Camera
Fire Fight II
Additives
(X-Fog etc)
First response
Northampton
2006
2009
2010
2012
Historical sales and marketing
Underestimation of the cultural change needed
Initially high focus on cutting
Cobra was marketed as a tool
Specialist tool
Rarely used – only for special application
No proper training
This approach led to low Return On Investment and
low acceptance of Cobra
Technical problems with Cobra
Cobra today
Focus on Method (not the product)
Method and tool for nearly all interventions
First Intervention (first unit on scene)
Training leads to acceptance and use from crew and
commanders
Unique aspects – rapid, offensive and efficient
intervention from safe position. Low water usage, low
personnel usage, fast deployment etc
Safer Fire Fighting
Efficient Fire Fighting
Saving Environment
Urban
COBRA is responsive to:
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Speed of response = Speed of extinction
Highrise
Congested traffic.
Fast response and fast intervention
Tampered wet/dry-risers
Steel doors and bar doors
Flexible organization
Retained, Rural & Isolated
COBRA is responsive to:
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Restrictive training time.
Limited crew size – difficult to recruit voluntary / retained
Limited availability of water supplies.
Poor road conditions (single track and bridges)
Isolated risks.
Isolated firefighting resources.
Limited operational support.
Finite operational capacity.
Special risk profiles
COBRA is responsive to:
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Nuclear
Airports
Chemical plants
Industrial fire brigades
MIRG
Harbours
Salvage
Be Part of the Journey!
CCS demonstrates strong growth since 2011
Expect to grow >30% annually
Double revenue every 3 years
Strong support and expectations from owners
Acceptance of the Cobra Method is rapidly
maturing in many countries.
Strategically driven multiple purchases are driving
the development
Vision of Change
Extremely stong concept
Operationally – Organizationally – Strategically!
Cobra will be as common as todays high pressure
hose reel and as important as a breathing
apparatus set.
www.coldcutsystems.com