Asking for a piece of advice regarding HVAC systems
Hello, we are a startup developing an HVAC-related product. The primary use case is office buildings, coworking spaces, and hotels.

I just joined the company and have never worked in this industry before and feel a little bit lost here as I need to work on the marketing plan. Sorry for these unprofessional questions:

1. Please, can someone point out who the decision-maker is for the kind of HVAC equipment and air quality monitoring systems that should be installed in a newly constructed building and existing buildings? 
2. As the CRE owners, what publications do you usually read to learn about industry trends and new products/services?

Thank you!
[{"id": "h3iwpx7", "text": "The commercial A/C is often made by Trane. You should look for some HVAC trade magazines on what is trendy. The equipment is more electronic and more prone to breakdown. Work with techs who try to bring up the equipment and trouble shooting.  A lot of calculation of tonnage, blower and ducts.\n\nGood luck.", "replies": [{"id": "h3lrzve", "text": "Thank you! Yes, I'm checking the HVAC magazines now, but it's hard to know if people really read them. But I guess even 2-5% of their readership will make a huge difference for us.", "replies": [], "depth": 2}], "depth": 1}, {"id": "h3iyo8x", "text": "For new construction, the decision makers are often the mechanical engineers designing, sizing, and specifying the equipment.  \n\nFor some things that are optional, but not code-required (bi-polar ionization, for example), the mechanical engineer might present options to the client.  \n\nSome clients are savvy and read trade publications and may request things they've read about and the mechanical engineer may weed out some of the fake stuff.\n\nFor existing buildings, either the property manager or individual tenants may request modernization for better efficiency, cleaner air, etc.\n\nYou want to market to distributors of HVAC equipment, mechanical / HVAC contractors, mechanical / HCAC engineers, large general contractors, property management companies, commercial real estate companies, and developers.", "replies": [{"id": "h3lq48f", "text": "Great, thank you! I guess property managers should understand the need for our product, and mechanical engineers can offer a solution to them. So, we should play it both ways.", "replies": [{"id": "h3ne807", "text": "Yep, like prescription drugs are marketed to doctors, pharmicists, and laypeople.", "replies": [], "depth": 3}], "depth": 2}], "depth": 1}, {"id": "h3joms8", "text": "Probably depends on where you're based - in the UK its usually the developer (i.e. the company or person that owns the buildings and is paying for the construction) who signs off the building spec when it's being developed. The contractor (the person/s contracted to undertake the construction) will often present a spec, so maybe worth reaching out to them, but ultimately it's the developer who will sign it off.\n\nThe developer will also be the decision maker to sign it off in existing buildings - if the facilities management is outsourced they will advise the developer as to options, but again it will be the developer who pays.\n\nIn the UK we have IWFM, Estates Gazette, Property Week - all good publications and bodies the industry uses. It's also definitely worth checking out BREAAM and WELL - both accreditations that best-in-class office buildings can look to get. If you could get an endorsement from these guys or something similar I think that would help a lot.\n\nBest of luck, any more q's feel free to shoot me a PM", "replies": [{"id": "h3lryzp", "text": "Wow, thank you for pointing out these publications! Will definitely check them out. Yes, I will send you a PM, thanks a lot", "replies": [], "depth": 2}], "depth": 1}, {"id": "h3km68p", "text": "1. Im a developer and make the decision on which hvac system to go with\n2. I typically get info on options from the MEP contractor. They probably get info from suppliers and trade shows", "replies": [{"id": "h3lryp6", "text": "Wow, I've bumped into a decision-maker! Thank you for your response.", "replies": [{"id": "h3lwg0i", "text": "On the brokerage/consulting side this has always worked like the above comment said too for me.  This is the kind of thing MEP or the gc figures out and and the owner/developer/etc approves.  \n\nWhat is your product exactly?  If it is units I actually may caution very few owners give a shit about this at all other than cost.  I've never personally seen an owner for example ask a contractor to use a different brand or unit etc.  Its more like you get bids for x tons etc and compare them.  Your primary decision maker is probably the hvac/engineering folks though yes owners/pm/etc have to authorize.", "replies": [], "depth": 3}, {"id": "h3lwiuf", "text": "No prob. Im actually deciding on HVAC right now for an apartment building and its complicated!", "replies": [], "depth": 3}], "depth": 2}], "depth": 1}, {"id": "h43qjkf", "text": "Wondering if this product has anything top do with covid?", "replies": [{"id": "h4fill3", "text": "Not directly. It measures air quality and good air quality mitigates the risk of viral transmission. For example, high levels of CO2 points out the absence of proper ventilation. Poor ventilation -&gt; a higher chance of aerosol transmission", "replies": [{"id": "h4jzp6d", "text": "Maybe add some uv", "replies": [], "depth": 3}], "depth": 2}], "depth": 1}]