Potential market

SECTION I: The product


1a 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…
This technology driven for CH4 production from organic wastes research that is introduced to alternative energy market. So it is combination from research result to innovation driven by market. The market pushes for alternative energy production resources along with funding opportunities from the public operational energy programs. It also aims at cost reduction on energy and low carbon industries. It also contributes to the cost reduction of initial installation of the industrial cost.  The expansion of the product towards the bio-hydrogen production constitutes a radical new product.


1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Optimization and customized industrial design for the anaerobic treatment of specific organic material according to the client specifications.

The better and specialized mixing systems, pumping systems and the insulation material.

The provision of a profitable solution for the effluents constitutes a competitive advantage derived by the design methodology.

The design also provides solution for alternative heating energy utilization in greenhouses or district heating systems.


1c What is the Unique Sales Proposition of the potential product?
The unique sales proposition  of the product is the customized industrial design according to user’s needs for separate industrial application, accompanied with laboratory testing to optimize industrial solution.


SECTION 2: The Market


2a What is the target market for the product?

National x¨

European ¨

Global ¨

Please describe the characteristics of your target market.

The target market is mainly the national market, since the product is innovative for Greece. Markets are driven by new energy policies and the need for low carbon alternative energy production. Such markets are occupied by innovative characteristics and environmental concerns.  The specific market targets are:

  • Agro-industries
  • Farmers
  • Organic waste producers
  • Municipalities


2b 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 product is the key in development stage for the national market and the competitors are the relevant technology providers from abroad. The potential is proven since it is part of alternative energy strategies in the advanced in environmental policy countries.  So the potential is driven by best practices abroad.


2c 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 is driven by the multiple benefit of freeing the environment from organic waste and at the same time producing alternatives forms of energy and products.

The industrial design satisfies a hidden demand derived from the organic waste production as a result of agricultural, municipal and industrial activities in Greece as well as the cost of disposing this material with clean technologies.


2d 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 market stage has an implementation in production, documented by the fact that the laboratory has already signed agreements to provide industrial design in the private sector.


2e Strategic partnerships (existing or potential).
The laboratory has a strategic partnership with Danish Technological University DTU in strengthening the research capacity into new areas.

It is also in the laboratories intentions to sign strategic partnership agreements with farmers associations and municipalities to strengthen the market potential clients.

 SECTION 3: The Competition

3a What is the competition within your target market?
There is a strong competition from external market that act as resellers of existing solutions abroad that are  not fit specifically  to the characteristics of the Greek sector. These competitors present readymade industrial solutions, which do not fit optimally to the Greek organic waste mix. The competitive advantage of our design is that customizes the industrial design on the characteristics of the Greek organic production industry in local terms.


3b 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)

Detailed comment

Lower prices are derived by the optimization  in installation cost and capacity design.

Product differentiation based on customized industrial design cases of organic waste mix tures.


3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

Detailed comment

The industrial design is placed on the low cost strategy to penetrate Greek market offering at the same time better quality characteristics and outcomes in the industrial design process than the competitors.


3d 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 on the principles on free negotiations related to complexity, capacity and volume of the industrial operation. The regulation is only at the end product of clients that have a regulated price per kWh produced.

 SECTION 4: Indicators

Estimated cost of the new products 70000
Expected market volume (potential / maximum number of users) 1500
Expected sales volume 1050000
Expected market share of the company (proportion between sales and total company sales in the relevant market) 10%



Please encircle as appropriate

Added-value potential 1 2 3 4 x5
Size of future market demand 1 2 3 x4 5
Competitive positioning of the product                 1 2 3 4 x5


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