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…
H20 is a technology driven innovation: it’s a modular system consisting of different types of sensors that allows the monitoring of water pollution.

At the moment in the national and international market there isn’t a device that includes both chemical-physical parameter, hydrocarbons pollution and others compounds of petroleum, which could monitoring constantly and in real time extensive areas in a detailed and precise way.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Considering already existing similar products, H20 presents better technical characteristics that can enable the final user to monitor a specific area and its parameters non-stop and in real time.

Other added values:

-          High technological quality of the sensor deriving from space application

-          Small in size and weight

-          Management of the risks: allows to act immediately in case of dangerous and critical environmental situations in coastal and harbor areas

-          Versatility: detect other substances and others parameters to enable the study of the hydrological situation (i.e. for academic purposes)

-          Easy to use: it is address to all non-specialised operators and harbor authorities, interested in monitoring the marine ecosystem in coastal areas.





What is the Unique Sales Proposition of the potential product?
Custom-product: modularity and integrability permit to realize different systems for specific demand of the customer, maintaining the high performance of the sensoristic technology.






SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global ý

Please describe the characteristics of your target market.

The target market for the product can be considered global as it is addressing a global problem as marine pollution is representing. Possible clients can come from all the Countries dealing with marine pollution or environmental monitoring performances.

The reference market is international: Europe (most of all North Europe where there are plenty of oil rigs), Russia, United Arabs Emirates, etc.

In fact most UE countries are undertaking oil drilling: out of the nearly 1000 offshore installations operating in the EU, 486 are in the UK, 181 in the Netherlands, 61 in Denmark, 2 in Germany, 2 in Ireland, 123 in Italy, 4 in Spain, 2 in Greece, 7 in Romania, 1 in Bulgaria and 3 in Poland. Drilling operations have recently started in Cyprus.





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 unique in its characteristics. There are only a few competitive companies but applying mainly satellite technologies for the marine monitoring. The results cannot be precise as H20 can guarantee as results produced by the satellite technologies can vary accordingly to the different atmosphere conditions.




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 already developed, there is an existing demand that can be satisfied. It is demonstrated by the fact that some Asiatic Countries already expressed an interest in this new technology.

It will be satisfied a pre-existing demand for more safety and environmental protection, as well as a new and strong demand originated by more restrictive UE legislation. At the moment the UE Water Framework Directive 2000/60/CE is in force, and its objectives must be reach within 2015. Whilst new UE rules on the safety of oil and gas activities have been approved in October 2011.





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 ready to be applied, but tested has to be completed.








Strategic partnerships (existing or potential).
At this stage, a strategic partner will be a Lead User available to test the product, i.e. a coast guard organization or a big company dealing for example with petrol production.

These kind of partners are also representing a possible target group.

At the moment, there is an ongoing collaboration with ARPA FVG and the Port of Trieste.






SECTION 3: The Competition



What is the competition within your target market?
There are some similar products already on the market. They are represented mostly by satellite applications (which are more expensive than H20, and can provide partial information as are linked to a specific imagine and to weather conditions) and on site applications as buoy (which are not able to give complete information continuously).



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)

Considering the existing similar products present on the market, H20 will permit to reduce costs for monitoring, and thanks to this system the final user will be able to monitor a specific area and its parameters non-stop and in real time. In this way, the final user will be able to act immediately in case of dangerous or critical environmental situations, and prevent environmental disasters.







Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

The cost is depending from the number of sensors applied to monitor a specific situation, therefore it can vary from project to project, but in general it stands in the 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


As the product is addressing a global problem, common at international level, and all Countries can be possible beneficiaries, the suggestion is to market it to regulated markets in order to ensure the correct monitoring and sharing of information, especially when it can help the prevention of environmental disasters.




SECTION 4: Indicators cost for production engineering and tools


Estimated cost of the new products € 44.000: production engineering and tools
Expected market volume (potential / maximum number of users) n.a.
Expected sales volume n.a.
Expected market share of the company (proportion between sales and total company sales in the relevant market) n.a.




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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