2. Drawing on Figure 9.1, outline Aganova’s pitching process. When Agustfn, an office worker in a water supply company, came up with the idea of a device to locate leaks in water pipes in Malaga, he never imagined his design would be sold in Chile or Mexico to reduce water wastage, and even to help resolve the chaos caused by an earthquake in Taiwan. Although operating in such a traditional sector as water supply leakages in big pipelines, his company, Aganova, discovered how to solve this age-old problem with innovative solution.

Despite having no university degree, Agustfn had acquired several years’ work experience in the water supply sector. At the young age of 18, he began working at the water provider of his city of origin, where his father also worked. One day, a statistical study that landed on his desk reported that in Spain, 30 per cent of the water was lost to leaks; this led to his decision to create his first business in 2007, which was exclusively dedicated to detecting water leaks in the domestic market. To finance the acquisition of the necessary technology,