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 product is an implementation and an improvement of existing products on the market.


What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The end product brings a comprehensive and work able management control through all the existing information systems.
The basic elements that make up the solution are: handling utilities, management climate, security controls, alarms, access control, video surveillance, in addition to providing ancillary services-oriented communication technologies available today, such as SMS, E-Mail, Internet.


What is the Unique Sales Proposition of the potential product?
The product is highly scalable: it can be easily adapted to different types of users and upgradeable. The product is highly scalable: a basic version that bases its intelligence on a PDA it comes to more sophisticated versions, developed under Windows-NT, which allow you to have redundant critical components, with the extension of connectivity services through the use of fiber optics. The highly intuitive graphic interface and the possibility of remote management, with direct connections via modem, local network or the Internet, make it very manage able even allowing any remote maintenance facility. The ability to interact with the system, via DTMF commands from any phone or via voice commands, making it even more unique. A powerful service video surveillance system, through the client, to check visually the critical elements of your home, office or company.

SECTION 2: The Market


What is the target market for the product? Please describe the characteristics of your target market.

¨ National

x  European

¨ Global



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

Companies operating in the field of home automation are many and this is a developing sector in recent years.
In Italy the competitors in the field are at least 5.


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 product fits within an existing market demand.
The market segment of the industry goes through the apartment houses, offices, shops, shopping centers, residences, hotels, rehabilitation centers etc.


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 current stage of the product’s market life cycle is maturity.


Strategic partnerships (existing or potential).
Potential strategic partnerships could be created with companies operating:

-          Social housing: to implement sustainable systems of energy management in residential buildings;

-          Retail commercial: to implement replicable energy management systems in large facilities;

-          Manufacturing enterprises: to implement replicable energy management systems in large industrial plants.

SECTION 3: The Competition


What is the competition within your target market?
The current competition with other companies in the industry is built around:
- Lower costs;
- Simple user interface for using the software.


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 modularity of the system and the bus architecture is implemented on which the dialogue between the devices and the control system allow to implement cost-effective solutions.
The whole system is controlled by software developed in Windows environment to allow for intuitive operation. Multiple modules available allows the system to handle than the traditional utilities also air conditioning, security, anti-theft system. A sophisticated video surveillance system allows you to control everything that happens in or around the building.



Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

Average range


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

Free Market

SECTION 4: Indicators

Estimated cost of the new products Average – 5.000 €
Expected market volume (potential / maximum number of users) 3.000 per year
Expected sales volume 180
Expected market share of the company (proportion between sales and total company sales in the relevant market) 6%


Added-value potential






Size of future market demand






Competitive positioning of the product






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