Potential market

PART a: IDENTIFICATION OF R&D Result                                                                

PARTEA A: Identificarea rezultatului cercetării-deZvoltării (CD)

·         The project team

Echipa proiectului

Advisor’s Name:Nume: Department of Technologies and MaterialsProject name:

Method and Device for Determining the Deviations from Recti-linearity

Phone:Telefon:  +40.723.163396
E-mail: dumitrudc10@yahoo.com 
Expecting date of valorization plan submission:Data aşteptată pentru trimiterea planului de valorizare  29.02.2012

·         Identification of R&D activity

Identificarea activităţii de cercetare-dezvoltare (CD)

Acronym:Acronim: DTMProject:  MDDDR
Author of the R&D result:Autorul rezultatului CD:  Dr. Eng. Buzatu Stefan
Company or University:Companies au universitate:  UNIVERSITY OF  CRAIOVA, ROMANIA 
Phone:Telefon:  +40.761.538960
E-mail:  buzatu_stef@yahoo.com
Sector:Domeniu:  ENG – Engineering
Type of the R&D result:Tipul rezultatului CD:  Product



PART B: valorisation plan

Partea B: Planul de valorizare

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…


Potenţialul de inovare al acestui produs se referă la:

  • Inovare tehnologică (sub influenţa dezvoltării ştiinţei piaţa nu este pregătită pentru produs)
  • Inovare de piaţă (ca rezultat al sondajelor, piaţa aşteaptă produsul)
  • Înlocuirea unui produs existent
  • Produs care vizează reducerea costurilor
  • Un produs radical nou
  • Altele
The product tested and evaluated “Method and Device for Determining the Deviations from linearity rectum-” is a new product.
It is proposed a patent from the State Office for Inventions and Trademarks – OSIM Bucharest.





What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …Ce valoare adăugată asigură produsul pentru consumatorii finali?
o calitate mai ridicată
caracteristici tehnice mai bune
Value added product for end users:
- Achieving a useful tool (method, device) for determining the deviations from recti-linearity;- increasing the measuring precision by removing the influences of the errors introduced by the depreciation of  the sensors;

- increasing the measuring precision by removing the influences of the position errors of the device;

- it is permitted the increase of the mobility of the device and implicit to increase the measurement efficiency.

This research is promoting new methods and devices for measurement.





What is the Unique Sales Proposition of the potential product?Care este caracteristica definitorie a produsului care îl diferenţiază şi îl plasează în cadrul preferinţelor consumatorilor?


Detailed commentComentariu detaliat

The defining characteristics of the device to determine deviations from recti-linearity refer to:

- the initial reference line is ideal, without discrepancy, and it is determined through calculus;

- no adjustments are needed in order to position the metering device on the slide;

- the straight-line of the slide can be quickly and easily measured even if it has a horizontal, vertical or oblique position;

Also, in terms of price cost and technical performance, these products compete successfully with conventional measuring devices.


SECTION 2: The Market





What is the target market for the product? National ¨

European ¨

Global ¨

Please describe the characteristics of your target market.

Care este piaţa ţintă pentru produs?

Naţională þ

Europeană þ

Globală þ

Vă rugăm să descrieţi caracteristicile pieţei ţintă

Select and commentSelectaţi şi comentaţi

The product addresses a broad range of users within domestic market area, but it can be also designed for foreign (Europe, world). The target groups are:
1. operators in the machinery engineering industry;
2. educational and research institutions

The target market is oriented towards diversity, variety, change and constant innovation. User requirements do change deeply and quickly. So, this diversity must flow also of product offerings.




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


Cum poate fi caracterizat produsul de următoarele opţiuni? Numărul companiilor producătoare de produse  similare în domeniu.

• De bază –  folosit de toate companiile din industria respectivă

• Leading – folosit de o singură companie sau de un număr limitat de companii competitive

• Cheie – pentru o etapă de dezvoltare, dar şi-a dovedit deja potenţialul

Detailed commentComentariu detaliat

Devices to determine deviations from recti-linearity are products used by companies in the machinery industry.

The main elements were identified on behavior, buying and mainstream market segment.
This product has a reliable behavior and it can be proposed as a physical prototype, then into the series production.





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

Ce tip de cerere de piaţă  poate fi satisfăcută?

• Cerere existentă – piaţa este deja dezvoltată

• Cerere ascunsă (latentă)- piaţa urmează să fie dezvoltată

Detailed commentCometariu detaliat

The product “Method and Device for Determining the Deviations from Rectum-linearity” can satisfy the current market demand (market is already developed).
The destiny of the new product is influenced mainly by commercial environment where it is placed.





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)


Care este stadiul actual al ciclului de viaţă pe piaţă al produsului?

• Implementare, implementare în producţie (care conduce la o ofertă radicală a unui nou produs)

• Creştere (extindere rapidă în cadrul industriei şi în afara ei)

• Maturitate (parametrii caracteristicilor tehnice ale produselor ating maximul, prousele de înalt nivel pot fi produse pe baza substituţiei  technologice)

Detailed commentComentariu detaliat

The research results were used for method development and execution of project preparation stage DE(u) for a device for calculation of deviation from recti-linearity. Constructive solutions, measurement technologies have resulted from experimental research.
The product is based on new technology, while current state of the market life cycle is the implementation into production, which will lead to a radical new product offering.




Strategic partnerships (existing or potential).Parteneriat strategic (existent sau potenţial).
Detailed commentComentariu detaliat

Currently there isn’t any strategic partnership to promote this new product on domestic and international markets.


SECTION 3: The Competition

Secţiunea 3: Competiţia



What is the competition within your target market?Care este competiţia în cadrul pieţei ţintă?
Detailed commentComentariu detaliat

In the measurement systems field, many production companies are operating.
But the target market for the devices to calculate deviations from recti-linearity is in constant development.





What competitive advantages will the introduction of the new product ensure?• lower prices based on lower production costs

• product differentiation (uniqueness of the product proposal)


Ce avantaje competitive va asigura introducerea noului produs?

• preţuri mai mici bazate pe costuri de producţie reduse

• diferenţierea produselor (unicitatea produsului propus)

Detailed commentComentariu detaliat

Competitive advantages:
- Ensuring product quality;
- Increased productivity;
- Reduction of production costs;
Also, the novelty and originality of the new product is a competitive advantage over similar products.



Potential products relate to the following price range:• High price range

• Average price range

• Low price range


Produsele potenţiale se încadrează în următoarele categorii de preţuri:

• Preţuri ridicate

• Preţuri medii

• Preţuri reduse

Detailed commentComentariu detaliat

Economic sizing was based on information on standards of product cost (materials, manufacturing, labor).
The product falls within the medium price class.
After launching in manufacturing , the costs should be adjusted due to lower production costs, and significant sales growth in coming years.



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


Produsul potenţial va fi promovat:

• pe pieţele reglementate (de ex. servicii de telecomunicaţii universale, produse agricole, industria pescuitului, servicii de arhitectură, furnizare de apă, etc. )

• pe pieţe care operează pe principiul unei negocieri libere între agenţii de pe piaţă

Detailed commentComentariu detaliat

During the initial stage it is required to send messages to make known the product’s characteristics, informing potential buyers, while during the expansion stage the sales promotion is needed.
In this regard, we recommend a direct strategy to attract end users.
In general, advertising media are accompanying the product and include information or instructions for use & maintenance (brochures, leaflets, information labeling).
They enable justification of advertising means through technical and laboratory data.
These materials are required to inform consumers, and also to document sales to ensure the smooth conduct of the contract operations.
The method of combining advertising with sales promotion and publicity would ensure customer loyalty.
Sales promotion due to market situation, is designed to address specific objectives, clear and concise, on the product marketing.

SECTION 4: Indicators

Secţiunea 4: Indicatori


Estimated cost of the new productsCosturile estimate ale noului produs

6500 Euro/unit

Expected market volume (potential / maximum number of users)Volumul estimat al pieţei (număr potenţial/ maxim de consumatori)

500 units

Expected sales volumeVolumul aşteptat al vânzărilor

100 units/year

Expected market share of the company (proportion between sales and total company sales in the relevant market)Segmentul de piaţă aşteptat al companiei (proporţia între vânzări şi totalul vânzărilor companiei pe piaţa relevantă)

5 %


Evaluarea cantitativă (0-5)


Please put X as appropriate.

Vă rugăm să marcaţi cu X  punctajul considerat corespunzător.


1 2 3 4 5
Added-value potentialPotenţialul de valoare adăugată X
Size of future market demandMărimea cererii viitoare pe piaţă X
Competitive positioning of the productPoziţionarea competitivă a produsului X


We agree that all informations contained in this form to be made public in the project „Inter-regional cooperation for valorization of research results – INTERVALUE”, by publication on the project website: http://www.urenio.org/intervalue/.

Suntem de acord ca informaţiile cuprinse în acest formular să fie făcute publice în cadrul proiectului „Inter-regional cooperation for valorization of research results – INTERVALUE”, prin publicarea lor pe site-ul proiectului, la adresa: http://www.urenio.org/intervalue/.


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