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…
The innovation potential of the R&D result can be considered both technology and market driven. The EUROSEIS test site is the result of the accumulated effort and experience gained from a number of research programs undertaken by the research unit of SDGEE since 1993. Initially, it was developed as an effort to meet the needs of the research unit itself, but gradually it has turned into a fully equipped physical laboratory, that can be rented to other research teams, taking advantage of the opportunities arising from the existing market gap in this field.
1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
EUROSEIS array is one of the few large multipurpose physical laboratories that exist worldwide. Its added value lies in its specific characteristics:

  • the locational characteristics. It is located at a seismo-tectonically active valley, with relatively thick sediments. The site area has been extensively analyzed for its geophysical/geomorphological characteristics and geotechnical behavior by the research unit of SDGEE, and the large impact of surface geology and local site conditions on the ground motion was demonstrated.
  • the technical equipment which allows to perform multiple types of analyses in the fields of Engineering Seismology, Earthquake Engineering, Soil Dynamics and Seismology. There is an accelerometer network deployed in a 3D configuration, which comprises of 21 surface and down-hole stations, in addition to the local and regional permanent seismological network. Moreover, there is a simplified model structure which can be fully instrumented, in order to perform structural dynamic tests, combined with soil-foundation-structure interaction large scale experiments.
  • the scientific support from the research unit of SDGEE. The long experience and interdisciplinary background of its members (with more than 30 European and national projects in the field of seismic risk assessment and mitigation) allows the use of many methodological tools along with the active support of the team members secure the maximization of research data/outcomes’ exploitation.

The combination of the abovementioned characteristics provides for end users the ability to conduct numerous tests and to understand the influence of the geological structures and local site and soil conditions on the complex site response.

1c What is the Unique Sales Proposition of the potential product?
EUROSEIS is a large instrumented physical laboratory that has been established to study, model, simulate and predict site effects, strong ground motion, seismic hazard evaluation and soil – foundation – structure interaction effects.

SECTION 2: The Market

2a What is the target market for the product?

National ¨

European ¨

Global x

Please describe the characteristics of your target market.

EUROSEIS is targeted to the global market and specifically to universities, research institutes and scientific organizations working on the field of Soil Dynamics and Geotechnical Earthquake Engineering. Secondarily, it can be used by technical companies that want to perform tests on constructions under dynamic loading.
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 can be characterized as leading, as there are very few laboratories that dispose such an experimental array, and those that already exist have different characteristics and technical equipment. The competition is between 2 other research laboratories that are activated in the field of strong motion array recordings, but there is no information about the commercial exploitation of their sites.
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

EUROSEIS physical laboratory is addressed to a hidden demand, as the market cannot be considered developed. Potential users of the laboratory are mainly research institutes and organizations that most commonly try to develop their own experimental fields and sites of analysis or they seek access to large scale physical laboratories on the basis of a funded research partnership.

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 EUROSEIS test site can be considered to be at a stage of maturity, while the supporting services that accompany its use -provided by the research unit’s staff- are continuously improving as they keep pace with the developments in the scientific filed.

The laboratory has reached its maximum performance on the basis of the technical equipment that includes/incorporates; the potential acquisition of additional infrastructure will primarily aim at the substitution of the existing one.

2e Strategic partnerships (existing or potential).
The EUROSEIS physical laboratory has been developed and gradually improved within the framework of the following EU funded research programs: EUROSEIS-TEST 1993-1995, EUROSEIS-MOD 1996-1999, ISMOD 1997 – 1999, EUROSEIS-RISK 2001, 2002-2005. All research units who participated in the abovementioned programs have contributed at a scientific level to the exploitation of its results. However, the main contributor of the whole effort is the Institute of Engineering Seismology and Earthquake Engineering, which holds 50% ownership of the ground site* (10.000m2) and 30% ownership of the site’s existing equipment.

*The site size is 10.000m2 and has been ceded by the Prefecture to both the University and the Institute of Engineering Seismology and Earthquake Engineering (50-50% ownership).

SECTION 3: The Competition

3a What is the competition within your target market?
There are only two other physical laboratories of the same or smaller scale:

-          a site in Parkfield located on the San Andreas fault in central California (USA), run by USGS National Center and the State of California. The site which has been used for multidisciplinary earthquake study since the late ‘70s, also disposes an accelerometer network used by scientists to better understand the earthquake process, but does not include a simplified structure for dynamic structural experiments.

-          a site in Ashigara valley, a sediment-filled valley in the western Kanagawa Prefecture (Japan), for which there is no recent information on its operation – use.

For these sites there is no information available regarding their commercial utilization.

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)

The EUROSEIS test field is one of the few large scale physical laboratories worldwide, which offers an integrated and multi-level analysis in the fields of engineering seismology, earthquake engineering, soil dynamics and seismology. Its competitive advantage lies in the fact that it provides the opportunity to conduct a more integrated analysis of both soil and structure tests and dynamic experiments.
3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

As there is no information about the commercial utilization (and, therefore, of the price) of other competitive test sites, the price range of the specific R&D result cannot be positioned in relation to competitors. Yet, the price rate of 10.000 euros per day can be considered low, as it includes a) the use of the test site and b) of the existing equipment, and in addition, c) the supporting service of the scientific team (the support provided is only technical and it refers to the use of the site and of the equipment).
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 product will be marketed to markets operating on the principle of free negotiation. Universities, research institutes and organizations could make use of the site and benefit from the complementary scientific and technical support provided by the laboratory’s research staff on the basis of a contract.

SECTION 4: Indicators

Estimated cost of the new products 10.000 euros per day (includes the use of the test site and of the equipment, and the technical support of the research team)
Expected market volume (potential / maximum number of users) 2-4 research institutes per year
Expected sales volume 20.000-30.000 euros (20 – 30 days per year)
Expected market share of the company (proportion between sales and total company sales in the relevant market) -

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