Potential market

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…

The innovation potential is illustrated by the following innovative characteristcs

  1. 1.     Innovative whole crop harvesting and transportation technology. The new system will harvest, chop and collect the whole rapeseed crop in bags that are compacted by evacuation, stored in field and later transported to the Biorefinery facility for separation in seed and straw.
  2. 2.     Innovative enzymatic oil extraction from rapeseeds. The development includes design and complementing of different enzymes (cellulases and hemicellulases) in connection with water extraction to obtain high quality oil, proteins, sugars and hulls for better utilisation of seeds to produce edible oil and high value added products.
  3. 3.     Novel enzymatic transesterification process for high quality biodiesel production from rapessed oil.  The innovative aspects include development of improved enzymes (lipases) and different reactors configurations (including a novel carbon sieve membrane reactor) for high quality biodiesel production.
  4. 4.     Improved means for utilization of the raw material components by production of high-value added chemicals. Downstream technological steps for bioprocessing of oilseed will be optimized for improved utilization of the residues after oil extraction to produce high quality proteins, antioxidants and glucosinolates to be used as food, feed and biopesticides. Production of important chemicals from fatty acids, biodiesel and glycerol will be integrated for further value addition
  5. 5.     Efficient, pre-treatment and enzymatic hydrolysis of rapeseed straw biomass.  The new method is based on steam hydrothermal treatment of high dry matter content lignocellulosic material, for low energy costs and production of low effluents amounts. This will result in high concentrations of sugars both for hydrogen and ethanol production.
  6. 6.     Robust new yeast strains for efficient simultaneous saccharification and fermentation (SSF) process for high yield and rate of ethanol production. Genetically modified and wild type strains of S. cerevisiae resistant to inhibitors will be developed.
  7. 7.     Novel membrane reactor technology for separation of produced ethanol. The new process configuration is based on the membrane separation of the produced ethanol. A considerable concentration of ethanol in the distillate is expected to be achieved. This will result in lower capital costs, reduced energy consumption and higher ethanol productivity as the ethanol level in the fermentation broth will be kept continuously low. 
  8. 8.     Development of novel process for utilisation of C5 sugars to biohydrogen. The innovative aspects include design and optimization of a novel anaerobic bioreactor configuration for high rate efficient dark fermentative C5 sugars bioconversion to hydrogen.
  9. 9.     Development of anaerobic codigestion strategy for biogas production from the process wastewaters. Most promising process configuration for anaerobic codigestion of the effluents from the sub-processes will be developed.
  10. 10.  Integration of different processes in a virtual biorefinery. A novel biorefinery concept from this project will be demonstrated in a virtual biorefinery introduced in an existing template for feasibility studies on Integrated Biomass Utilization Systems (IBUS).





What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The project offers better technical characteristics. By integration of the production of low-value but high volume liquid and gaseous energy carriers (biodiesel, bioethanol, biohydrogen, biomethane) with production of high value-added but low volume products (proteins, antioxidants, biopesticides), the BioREF concept can take advantage of the differences in biomass components and intermediates and maximize the value derived from the biomass feedstock. The high value products enhance profitability, the high volume fuels help meet national energy needs, and the power production reduces costs and avoids greenhouse-gas emissions.






What is the Unique Sales Proposition of the potential product?
The project will provide solutions for the process technology, thus providing an entire new process concept.  Final biorefinery concept will offer significant cost reductions with respect of present praxis of only biodiesel production from rapeseed.




SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global ¨x

Please describe the characteristics of your target market.

This project is not proposing a fixed biorefinery scheme but will develop a bench-mark, in a dynamic way, for future sustainable bioenergy production systems, that will contribute to enhance EUs position as a front runner in biofuels and biochemicals. Also, on a European scale a successful outcome of the project will have a visible positive impact on:


a. The biofuel Industry

b. The environment and sustainable development

c. The rural development and agriculture

d. The chemical industry

The 27 EU countries consumed 498 Mto mineral oil of which 296 Mt ended up as road transport, in 2005 (114 Mt of gasoline and 182 Mt of diesel, newest data are not available by Eurostat[1]). The substitution of a great part of the above transport fuels can be succeeded after the application of the BioREF concept.



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

The project is at key stage born from global environmental challenges. The impact of BioREF concept is in accordance with the following EU policies: Biomass action plan, An EU strategy for Biofuels, and large scale commercial implementation of the results from the project will also add to the fulfilment of the Commission’s targets on bio-fuel application as e.g. expressed in the EU Commissions “Energy package” including a “Green Energy Road Map” published in spring 2007 (COM (2006) 848 final), and endorsed by the member countries in march 2007.




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 demand is related to reduced CO2 emissions, helping the EU to achieve at least a 20% reduction of greenhouse gases by 2020 compared to 1990 levels and an objective for a 30% reduction by 2020 subject to the conclusion of a comprehensive international climate change agreement[2] by:

  • the additional production of others biofuels (bioethanol, methane and biohydrogen) in comparison with the traditional utilization of the rapeseed plant only for biodiesel production will improve the CO2 savings efficiency of the rapeseed crop
  • the introduction of a novel whole crop forage harvester, chopping the whole crop and loading it into air tight big bags, in order to reduce the harvest and transportation energy input
  • the reduction of the energy consumables artificial fertilizers (nitrogenous) for the rapeseed production, using biofertilizers produced by anaerobic digestion within the BioREF process






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 the stage of:

-       overcoming technological barriers (development of new tools)

-       overall design of improved innovative process concepts

-       testing of new process concepts in pilot scale

-       designing new process constructs and equipment

-       demonstrating the feasibility of new developments

-       evaluating further needs for improvements

-       dissemination of the new technological development to stakeholders, end users and companies.




Strategic partnerships (existing or potential).
The external factors potentially affecting the achievement of the project impacts can be divided into technical and non-technical issues. The level of innovation brings also some risks when considering the time schedule. The scope of the project is, however, based on some solid recent key achievements and observations in the field. Although the targets of this proposed project are ambiguous, they are based on realistic goals and long term expertise in the area.



SECTION 3: The Competition


What is the competition within your target market?
Similar biorefinary concepts are :

National renewable energy laboratory


The biorefinary network:


Renewable fuels association




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)

Product differentiation will be based on:

  1. Novel enzymatic oil extraction (semicommercial-commercial)
  2. Novel process concept for a consolidated bioprocess
  3. Novel Biohydrogen production from C5 sugars
  4. Novel enzymatic transesterification method
  5. New equipment design and constructions for rapeseed harvesting




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

.The potential market as industrial design is customized work at high prices.



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 market operates under the principle of free negotiations.


SECTION 4: Indicators


Estimated cost of the new products 240.000
Expected market volume (potential / maximum number of users) 40
Expected sales volume 1.400.000
Expected market share of the company (proportion between sales and total company sales in the relevant market) 0.01%




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



[1] Energy yearly statistics 2005. Eurostat – Statistical Books, European Commission, 2007 Edition.

[2] COMMISSION STAFF WORKING DOCUMENT (2008). Impact assessment, Package of Implementation measures for the EU’s objectives on climate change and renewable energy for 2020 SEC(2008) 85/3.

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