The Big Dog in sump pumps

Most homeowners don't think much about their sump pump or a battery backup system until it's too late and water seeps into the basement.

These systems are the focus of a growing company that recently relocated to Lincolnshire. Alan Schulman is the owner and founder of the family-operated business, Glentronics Inc., which he started in 1990 in Glenview.

Calling himself a "pure entrepreneur," Schulman says he recognizes a need for a product, works to create it and then markets and sells it.

"I do it all, from conception to the head sales guy," he says.

His first product that has developed into a company with 22 employees was the Big Dog, a battery backup sump pump that alerts homeowners when something is wrong with the system. He says the Chicago area is the largest market for the backup pumps.

The idea for the company developed while Schulman, 61, was working as a battery distributor. He sold batteries for everything from boats to sump pumps.

He watched as basements flooded and saw that many homeowners often didn't properly take care of the pump or their battery.

"The average homeowner doesn't care for their appliances properly and often doesn't realize that a battery needs to be cleaned and requires water," Schulman said.

Using his entrepreneurial instincts, he invented a computerized backup system that lets the homeowner know when the battery is low on water or requires other care.

Nearly 18 years later, he's the No. 1 manufacturer of the backup product with 85 percent market share. The Basement Watchdog, or Big Dog, is sold at home improvement stores across the country.

The system, starting at $140, turns the sump pump on periodically to make sure it's working properly.

Over the years, Schulman, a resident of Riverwoods, found that when a sump pump does break, it's usually the switch that's the culprit.

Again leaning on his entrepreneurial instincts, a couple years ago he set out to invent primary sump pumps with an improved switch.

This development came at a time when people's interest in the environment and energy conservation was growing. So he created a primary sump pumps that are energy efficient.

"They use a third to a half the electricity," he said. They cost about 10 percent more than the traditional pump.

The pumps are part of the Basement Watchdog line and can be found at Home Depot and other home improvement centers.

Over the years, as the company grew, he moved from Glenview to Wheeling and now to 640 Heathrow Drive in Lincolnshire. He needed more warehouse space.

He realizes that when there's flooding, people need his product quickly. "I have mountains of the pumps waiting for the next storm," he said.

His wife, Barbara, who started the business with him, continues to assist in the operation, as well as their son and daughter-in-law, Jeff and Karen, who live in Vernon Hills.

In looking at the business he created, the Highland Park native said he finds it exhilarating when he travels to another state, walks into a hardware store and sees his sump pumps on the shelf.

Schulman has created other products, including an intelligent plant light designed for growing indoors. A computerized light turns itself on and a sensor tells you when the plant needs water.

If he had to give advice to an entrepreneur just starting out, he suggests to look at what you're knowledgeable in. "See if there's a need not being served and determine if there are enough people out there who need the product." If so, he suggests to go for it.

For more, check out www.basementwatchdog.com.