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…

The innovation potential of this product is related both to technology-driven and market-driven innovation.


On one side, Sailenergy staff has developed know how and research experience in the realization of products and services with high technology content in the Green Energy field within the Dynamic Systems Laboratory (Department of Electrical, Management and Mechanical Engineering of the University of Udine).


On the other side, the attention on environmental themes is rising.

In particular the world’s appetite for energy is projected to rise 53 percent from 2008 levels, according to a report from the U.S. Energy Information Administration. Renewable energy is expected to be the fastest growing source of primary energy over the next 25 years, according to the EIA.






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

The added value for the end-user are different technical characteristics of the product (in particular because of sails instead of traditional blades).

Furthermore, M.E.G. can count on benefits such as reduced environmental impact, portability and easy assembly.





What is the Unique Sales Proposition of the potential product?

M.E.G.: An innovative eolic generator for new portable energy.





SECTION 2: The Market




What is the target market for the product?

National ¨

European ¨

Global þ

Please describe the characteristics of your target market.


Today about 16% of global final energy consumption comes from renewables. New renewables (small hydro, modern biomass, wind, solar, geothermal, and biofuels) accounted for another 3% and are growing very rapidly.


Wind power is growing at over 20% annually, with a worldwide installed capacity of 238,000 megawatts (MW) at the end of 2011, and is widely used in Europe, Asia, and the United States.

The product is targeted for a global market and it is directed to public administration bodies like Municipalities and to companies, considering also the product as an advertising and commercial vehicle.

Other important applications could be: parks, campings, farms and farm holidays, chalets, beaches, ..





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 considered as “leading”.

Different products with the same purpose are realized by a limited number of companies.








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 product satisfies an existing demand of renewable energy.


In international public opinion surveys there is strong support for promoting renewable sources such as solar power and wind power, requiring utilities to use more renewable energy, and providing tax incentives to encourage the development and use of such technologies.






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 the product’s market life cycle is Implementation.

From the end of 2004, worldwide renewable energy capacity grew at rates of 10–60% annually for many technologies. For wind power and many other renewable technologies, growth accelerated in 2009 relative to the previous four years.






Strategic partnerships (existing or potential).




SECTION 3: The Competition



What is the competition within your target market?
There is a limited number of companies that develop eolic generator, with different technical characteristics compared to M.E.G.’s ones.

Some examples in Italy are:

  • Blu Mini Power Srl (Milano)
  • Devices Srl (Pisa)
  • Beccari Tecnologie Srl (Bologna)






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 introduction of this system in the market will ensue a product differentiation.




Potential products relate to the following price range:

• High price range

• Average price range

• Low price range


The potential price policy is average/high price.







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 been marketed to free markets.






SECTION 4: Indicators


Estimated cost of the new products 15.000 €
Expected market volume (potential / maximum number of users) In Italy 2300/23000
Expected sales volume 300 in the first 3 years
Expected market share of the company (proportion between sales and total company sales in the relevant market) 30%



Please encircle as appropriate.



Added-value potential 1 2 3 X4 5
Size of future market demand 1 2 X3 4 5
Competitive positioning of the product 1 2 X3 4 5

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