Potential market

SECTION I: The product

 

1a

The innovation potential of this product is related to: 

  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Market-driven innovation (as a result of market surveys, the market expects the product)
  • Replacement of existing product
  • Product related to cost reduction
  • Radical new product
  • Other, what…
  • Technology-driven innovation (under the influence of the development of science – the market is not ready for the product)
  • Product related to cost reduction
  • Radical new product

 

 

1b

What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
• Improves the quality of life of the patients• Higher quality by drug-based treatment

• Better technical characteristics

• Cost-effective

• Radically new

• Simple, does not require continuous caretaking

 

1c

What is the Unique Sales Proposition of the potential product?
Anti-dystrophic drug with the above characteristics is missing; appearance of a product on the market provides monopoly of the producer.

 

 

 

SECTION 2: The Market

 

 

2a

What is the target market for the product? National ¨

European ¨

Global X¨

Please describe the characteristics of your target market.

The proportion of patients with muscular dystrophy is relatively constant in the human population. Sporadic mutation rate for Duchenne muscular dystrophy is about 1:3-4 000 among newborns, although inherited forms of all clinically distinct dystrophies has a much higher incidence. Muscular dystrophies onset worldwide, therefore the target market is global.

 

2b

How the product is characterized from the following options? Number of companies producing similar products in the field.• Base – applied by all companies in the industry

• Leading – applied by a single or limited number of competitive companies

• Key –at a development stage, but has already proven its potential

• Key –at a development stage, but has already proven its potential 

 

2c

What type of market demand will be satisfied?• Existing demand – the market is already developed

• hidden (latent) demand – the market has yet to be developed

Existing demand – the market is already developed; implementations of new technologies

 

2d

What is the current stage of the product’s market life cycle?• Implementation, implementation in production (leading to a radically new product offers)

• Growth (rapid spread within the industry or outside it)

• maturity (parameters of the technical characteristics of manufactured products reached their maximum, higher-grade products can be manufactured on the basis of technological substitution)

• Implementation, implementation in production (leading to a radically new product offers) 

 

2e

Strategic partnerships (existing or potential).
KATALIN CSISZAR, PROFESSOR, HONORARY CONSUL OF HUNGARY, HOLDER OF THE ORDER OF MERIT OF HUNGARY;John A. Burns School of Medicine

University of Hawaii

1960 East West Road, Biomedical Sciences Building T415

Honolulu, HI 96822

 

WöLFLING JÁNOS

PROFESSZOR

SZTE TTIK SZERVES KÉMIAI TANSZÉK

6723 Szeged, Dóm tér 9

 

 

SECTION 3: The Competition

 

3a

What is the competition within your target market?
Being a radically new product, no competitors are on the market. 

 

 

3b

What competitive advantages will the introduction of the new product ensue?• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)

Radically new therapy of muscular dystrophy replacing clinical and caretaking approaches 

 

3c

Potential products relate to the following price range:• High price range

• Average price range

• Low price range

• Average price range 

 

3d

Potential products will be marketed:• To regulated markets (e.g. heat supply, water supply, universal telecommunication services, agricultural products, fishing industry, architectural services)

• To markets operating on the principle of free negotiation between agents on the market

To markets operating on the principle of free negotiation between agents on the market, as usually happens in the field of health industry. 

 

 

SECTION 4: Indicators

 

Estimated cost of the new products € 115
Expected market volume (potential / maximum number of users) several millions
Expected sales volume several millions
Expected market share of the company (proportion between sales and total company sales in the relevant market) 100 %

 

KEYWORDS QUANTITATIVE ASSESSMENT (0-5).

 

Please put X as appropriate. 1 2 3 4 5
Added-value potential X
Size of future market demand X
Competitive positioning of the product X

 

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