Potential market

PART B: valorisation plan

SECTION I: The product



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…
Project BIOINNOVERBE aims to enhance the development of new productive pathways for the biological cultivations of spontaneous plants.

The starting points of this project were the production of quality products and the environmental tutelage, employing biological agricultural techniques. The transformation and marketing of wild spontaneous plants were studied to give a possibility of income integration for the stakeholders and for the valorization of agritourism offer in the area where plants are cultivated and sold.

The innovation potential of BIOINNOVERBE is strictly related to market because there is a strong demand for products typical, produced in a short range (0 km products), tied to local traditions.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Added value is the increased availability of typical products (spontaneous plants), cultivated with biological techniques, as radicchio di monte, asparago selvatico, pungitopo, levistico, silene, valerianella, spirea, buon enrico.




What is the Unique Sales Proposition of the potential product?
There is an interesting link between culinary tradition and local production. Thanks to this project the local products as wild spontaneous plants can be more available for restaurants or for direct sale (fresh or transformed format).


SECTION 2: The Market



What is the target market for the product?

National ¨

European ¨

Global x

Please describe the characteristics of your target market.

The target market is global because the research and experimental activities are potentially transferable worldwide. The project applications, however, are strongly local, because the plants to choose for the experimentation must belong to defined areas.

The spontaneous plants chosen in BIOINNOVERBE are spread in a little area, between Northeastern Italy and Austria, and some of these also in Slovenia.




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

Not applicable




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

The market exists, because there are already some people that produce ready-to-eat or transformed formats of wild spontaneous plants.

The project wants to increase the available quantity of these products.




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)

The project is at implementation stage.

The main results are:

-          Development of new biological agriculture techniques for spontaneous plants

-          Harvest of wild plants

-          Nursery of wild plants

-          Creation of micro-productive chains, able to help in environmental protection and biodiversity tutelage

-          Seeds collections (plants for experimental plots)

-          Achievement of propagation material freely available

-          Typical and local products valorization throughout their nutritional pattern characteristics

-          Consolidation of quality and quantity for market offer (fresh plants or transformed products)

-          Creation of an integration among traditional agriculture and gastronomic compartment, in order to enhance tourism.




Strategic partnerships (existing or potential).
An existing partnership is between CIRMONT, ERSA and Udine University, with Agricultural Schools of Pozzuolo del Friuli and of Gradisca d’Isonzo.

Next partnership will be realized for a new project, FUTURBIOERBE, to be presented to next call of Friuli Venezia Giulia regional law n.26/2005



SECTION 3: The Competition



What is the competition within your target market?
The goal of the project is the relaunch of horticultural compartment, stimulating the rural tourism and the joint among agricultural production, the territory, the environmental and the richness of landscape.

The production chain is so related to a niche market.

The competition is very poor because there aren’t competitors for this type of production: there are instead some interesting and potential customers.




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)

The project makes more available wild spontaneous plants, for use in local gastronomy. Another interesting application is in the environmental sector, where plants can be used as status quality indicators.




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The products (wild spontaneous plants) are now available at a high price range, because these plants are very rare and are cultivated in marginal and not polluted areas.

The project wants to increase the amount for the market, but the productions will be however limited and the price range will remain high.




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

The markets for the products are free negotiation markets, as GDO, restaurants, agritourisms.



SECTION 4: Indicators


Estimated cost of the new products

Not applicable

Expected market volume (potential / maximum number of users)

Not applicable

Expected sales volume

Not applicable

Expected market share of the company (proportion between sales and total company sales in the relevant market)

Not applicable



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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