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…
The market requires a low cost and reliable anti-theft device to use for protection of electric bicycles, normal bicycles, motorbikes.

The solution can be described as an “authenticated power source”, that is, a power source that produces usable power only when activated by the correct key. The solution employs well-known cryptogtraphic building blocks, known for theirs strength. Moreover, the soltion is so simple that could be implemented also at amatory level.

The result can be applied as a building block external to the device to be powered or also embedded in the device itself. The former solution is cheaper and applicable to existing devices, the latter is more robust and more difficult to bypass.






What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Device has better technical characteristics, because end-users have a better security in the use of their vehicles (important especially when we talk about high value electric bicycles or motorbikes).

The security is also important for producers that can embed the device before the sale in the products with a very low price increase.




What is the Unique Sales Proposition of the potential product?
This invention can assure a better security level associated with a low cost device.

In consideration of high value of objects to save (electric bicycles, motorbikes, high performance MTBs or carbon fiber bikes) it is interesting the opportunity to use an electronic device (a smart card with dimension as a credit card) to protect these vehicles.

This device is also interesting for its characteristic as size and weight extremely low.




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 simplicity and the positioning of this device makes possible to propose it worldwide.



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

There aren’t on market similar devices.

The proposal is at development stage: a prototype must be realized by 2012.




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 security request for own vehicles is an existing demand, and the market is already developed. The existing solutions to ensure safety of vehicles are substantially a chain and a padlock.




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 product is in the implementation stage: a first prototype of device could be ready by 2012.





Strategic partnerships (existing or potential).
Potential partnership, until now unexplored, could be with:

-          electronic device producers

-          electric bicycles producers

-          motorbikes producers

the exact definition of a partnership depends on sales model that will be chosen: relationship between customer-supplier or cooperative development of device.




SECTION 3: The Competition



What is the competition within your target market?
There aren’t similar devices (electronic devices) on market.

The natural competitors (in reason why of low cost price range) are chain and padlock producers, that representing the normal mode of protection against vehicles theft.





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 new device, when embedded from the production stage, ensues a product differentiation for the assured security from the beginning of use.

In other case, that is the after market purchase, the security assured by device that is extremely difficult to overcome with normal tools.




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

This device will have a low price, comparable with other security tools as chain and padlock. The price idea is around 20-30 €.




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 will be sold on free market.




SECTION 4: Indicators


Estimated cost of the new products 20-30 €
Expected market volume (potential / maximum number of users) Some million users
Expected sales volume  
Expected market share of the company (proportion between sales and total company sales in the relevant market) 50%




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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