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…

•          Market-driven innovation






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

higher quality

Better technical characteristics






What is the Unique Sales Proposition of the potential product?
This experience should be of particular interest to producers of food, both locally and in the industry








SECTION 2: The Market




What is the target market for the product?

National ¨

European x

Global ¨

Please describe the characteristics of your target market.

The result of the research is designed to meet the needs of agronomists, students, consumer





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

Many food producer can benefit from this research because they can improve products and reduce costs.





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 research at a development stage, but has already proven its potential







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)

This research consent implementation of grain production







Strategic partnerships (existing or potential).
The research has combined a major cooperation between consortium of quality food and University







SECTION 3: The Competition



What is the competition within your target market?
Detailed comment








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








Potential products relate to the following price range:

• High price range

X Average price range

• Low price range

The potential product fits in average price 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


agricultural products






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. 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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