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…


DESBI is market driven innovation. It responds to the following marker demands:

1.            Provides a strategic focus based on competitive advantage and how to bond with key audiences.

2.            Fosters a unified and cooperative approach to build the citys reputation and create a prosperous business climate within the city.

3.            Provides a decision-making framework to build a strong, consistent identity for the city and avoid contradictory and randomly changing messages and images.

4.            Results in a higher return on investment (ROI) from marketing investments.

5.            Captures the strengths and personality of the place in ways that enables all stakeholders to use similar, consistent and compelling messages.

6.       Provides a unifying theme to create product and business development opportunities for city businesses.

7.      Because of the laser-beam focus on positioning, target audiences and the steps to satisfy customer needs and desired, waste marketing efforts are minimized.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …

In relation to sitisens and visitors DESBI offers the following benefits:

he Benefits for External Customers


-       Provides peace of mind by increasing trust and reducing uncertainty in their decision- making.

-       Establishes a clear and valued point of difference in the consumer‟s mind.

-       Saves time and effort in making choices.

-       Reflects well on customers for being associated with the place.

-       Taps into, and connects with customer needs and desires, and delivers highly


It should create a unifying focus to aid all public, private, and non-profit organizations that rely on the reputation and image of the city for all or part of their livelihood.

-        Generates increased respect and recognition from being associated with the place as a resident, visitor, businessperson or student.

-        Corrects out of date, inaccurate or unbalanced perceptions.

-          Improves stakeholder income, profit margins, and tax revenues.

-          Increases the ability to attract, recruit, and retain talented people.

-         Enhances civic pride.

-         Expands the size of the “pie” for stakeholders to get a larger share, rather than relying on pricing alone to steal share.

-         Gets everyone on the same page in conveying focused and consistent messages about the city.






What is the Unique Sales Proposition of the potential product?

The unique sales preposition besides the branding identity methodology component is that it uses mobile crowdsourcing techniques to engage the community in brand design instead of engaging expert’s panels.




SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global ¨x

Please describe the characteristics of your target market.

It is invariably related to the notion that places compete with other places for people, resources, and business; the global competition of cities is estimated to host 2.7 million small cities/towns, 3,000 large cities, and 455 metropolises.




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

DESBI is considered a leading technology. An approach to citizen participation is explored regarding city aspects that are inextricably linked to citizens’ everyday lives and urban sustainability – i.e. urban mobility. The resulting digital platform, prototyped through the experiment, could represent a means for engaging city dwellers in discussing their brand features while providing a channel of communication between them and other stakeholders, e.g. city council. No pre-determined/base map will be included, participants collaboratively creating an alternative map of the area by tracking their movement and sharing their experiences.



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

DESBI satisfies existing demand for city marketing. City marketing (related to city branding) is the promotion of a city, or a district within it, with the aim of encouraging certain activities to take place there. It is used to alter the external perceptions of a city in order to encourage tourism, attract inward migration of residents, or enable business relocation. A significant feature of city marketing is the development of new landmark, or ‘flagship’, buildings and structures. The development of cities as a marketable product has led to competition between them for inward investment and government funding.





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 methodology need to enhanced with mobile crowdsourcing methodologies for participation of citizens in city branding.  We instantiate these ideas in the form of a crowdsourced platform for digitizing local-language documents. In addition to the components described above, our system automatically segments scanned forms into individual words, checks correctness by duplicating tasks across citizens.



Strategic partnerships (existing or potential).

ICMA , http://icma.org, creates excellence in local governance by developing and fostering professional local government management worldwide. The organization provides technical and management assistance, training, and information resources in the areas of performance measurement, ethics education and training, community and economic development, environmental management, technology, and other topics to its members and the broader local government community.

Sister Cities Network for Sustainable Development

The Network for Sustainable Development assists with capacity building and aids sister city partnerships in expanding or developing new projects based upon the United Nations 2002 World Summit on Sustainable Development. Sister Cities International is a nonprofit, citizen diplomacy network that creates and strengthens partnerships between US and international communities. Citizen diplomacy can be described as the concerted attempt to increase global cooperation through unofficial contacts at the primary and individual level.




SECTION 3: The Competition


What is the competition within your target market?

 DMO pro, http://www.dmopro.com

IMAGIAN, http://www.imagian.com

RANSON, www.ranson.com

DESTINATION BRANDING, http://www.destinationbranding.com



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)

DESBI differentiates on product using mobile crowdsourcing techniques. The methodology need to enhanced with mobile crowdsourcing methodologies for participation of citizens in city branding.  We instantiate these ideas in the form of a crowdsourced platform for digitizing local-language documents. In addition to the components described above, our system automatically segments scanned forms into individual words, checks correctness by duplicating tasks across citizens.



Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The pricing position of DESBI is average. There three levels of pricing for metropolitan areas, large cities and small cities. The application of DESBI along the consulting fees and support of expert branding advisors is 50.000 Euro for metropolis, 20.000 Euro for large cities and 7.000 euro for communities and smaller cities. For the shake of this study an average of 15.000 euro will be used for forecasting reasons.



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 product is offered in the market under free negotiations.


SECTION 4: Indicators


Estimated cost of the new products


Expected market volume (potential / maximum number of users)


Expected sales volume


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





Please put X as appropriate.






Added-value potential                   






Size of future market demand






Competitive positioning of the product                 







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