Coracle was introduced at the end of the pool season in 2006, leaving little time for Soren to build brand awareness of the product. By this time of the year, retailers most users have purchased all of the chemicals needed and may have sufficient stock to carry them into next years pool season, for Soren this means sales are limited until consumers are made aware of the product and its benefits and need to resupply their chemicals.
Currently there are 3 major players in the residential pool clarifier market, Keystone Chemicals, Kymera and Jackson Laboratories as well as several distributors who are diluting and private labeling Soren's Kailan MW for residential use. Soren's Jen Moritz estimates that these players have between 15 and 20-percent of the residential pool market. Assuming that Soren stops the private labeling of Kailan MW, current participants hold anywhere from 45 to 60-percent of the current market, leaving the addressable market somewhere between 40 to 55-percent, or between 12-million to 16.5-million in sales per year.