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…
This type of instrument, derives mainly from the analysis of the needsof the market


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

This is a modular system that can cover all issues of interest: a platform based on a network of sensors placed on the meansadapted to collect the necessary information and transfer them to aremote control center and accessed remotely, which determines the actions to be performed detected in the face of situations and provides guidance to support strategic decisions. This information, collected for all vehicles belonging to a fleet, itallows continuous monitoring and analysis of spatially and temporally distributed.


What is the Unique Sales Proposition of the potential product?

The competitiveness of this management system is the integration of two types of benefits based on two main features of the system:monitoring the internal parameters of the vehicle and monitoring of external parameters.

SECTION 2: The Market


What is the target market for the product? Please describe the characteristics of your target market.

¨ National

x European

¨ Global

The target market for this product is mainly composed of:

-        public transport (municipal)

-        fleets of road freight transport


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

In the great Italian cities like Rome and Venice were conducted experience on fleet management in public transport.
Despite this, these type of management has not yet widespread in the Italian territory and therefore are not many companies that operate specifically in this area.


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

This technology was developed to respond to market needs.
The potential product of the research is aimed, in particular, the fleets of public transport that are currently handled to private operators under management.


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 current stage of product’s market life cycle is growth


Strategic partnerships (existing or potential).

SECTION 3: The Competition


What is the competition within your target market?


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 advantages, as mentioned, of this particular technology are twofold: on the one hand monitoring the state of the means oftransport (maintenance for example), in addition to monitoring the environment in which the vehicles are driven.


Potential products relate to the following price range:

• High price range

• Average price range

• Low 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

Strategic partnerships can be undertaken with companies operating in the field of mobile communication.
They also may hypothesize agreements with companies leasevehicles.

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) -


Added-value potential






Size of future market demand






Competitive positioning of the product






Bookmark the permalink. Follow any comments here with the RSS feed for this post. Post a comment or leave a trackback: Trackback URL.

Post a Comment

You must be logged in to post a comment.

Request a proposal

Valorisation Plan Authors

Related Documents

There in no related documents

Visit the other applications of the INTERVALUE Platform: R&D Repository | IP Agreements

© 2009-2010 INTERVALUE Project