Potential market

PART B: valorisation plan

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…
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify why this potential product constitutes an innovation offer

The innovation potential of this product is related to the increasing need of a tool that help oncologists in taking clinical decisions.

So it is a radical new product coming from the users needs and can answer to both technology-driven and market-driven innovation.

CRO invented this software thanks to technology development on one hand and in order to meet the oncologists’ needs of an easy-to-use tool for the calculation of the amount of radiation to use on the other.




1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
Note: Select and explain for one of above options or (in case of non relevance) define another. We try to identify what new this potential product constitutes in accordance to the existing market status.

Compared with a free software available on line, miCRO is an high-quality software because:

  • it is user-friendly,
  • allows an automatic selection of radiobiological parameters according to selected tumor and organ at risk
  • provides an easy to update registry of radiobiological parameters from literature
  • considers problems connected to treatment interruptions and downtimes
  • allows the automatic generation of reports.


1c What is the Unique Sales Proposition of the potential product?
Note: What makes your product unique in marketing terms? This helps your prospects to understand why they should buy from you rather than other existing product options.

A developed and tested software for the equivalent dose calculation for radiation oncology, easy-to use and to update, and based on the clinical experience of the National Cancer Institute of Aviano.


SECTION 2: The Market


2a What is the target market for the product?

National ¨

European ¨

Global þ

Please describe the characteristics of your target market.

Note: Define the market range, the size of the target market (if possible) in terms of maximum product units

The target market of miCRO is global. miCRO could be used by every Institute of Oncology, Clinical Center and Hospital with a Radiation Oncology Unit.

Considering only Italy, there are 33 excellence hospitals for chemotherapy and other medical therapies, but there are more than 150 hospitals with an oncology unit.

The dose calculation in radiation oncology is very important. Many factors are considered by radiation oncologists when selecting a dose, including whether the patient is receiving chemotherapy, patient comorbidities, whether radiation therapy is being administered before or after surgery, and the degree of success of surgery.

Delivery parameters of a prescribed dose are determined during treatment planning. Treatment planning is generally performed on dedicated computers. Depending on the radiation delivery method, several angles or sources may be used to sum to the total necessary dose. The planner will try to design a plan that delivers a uniform prescription dose to the tumor and minimizes dose to surrounding healthy tissues.





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 because it exists only another free on-line specialized treatment planning software for the calculation of the dose in radiation oncology.

The free on-line software doesn’t work in a good way because doesn’t permit the automatic selection of radiobiological parameters and doesn’t consider problems connected to treatment interruptions and downtimes.

Moreover there are software modules in treatment planning software developed by producers like Siemens, Varian, …





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


The product satisfies an existing demand of accuracy and time saving for radiation oncologists and medical physicists in taking clinical decisions.

The implementation of new technology requires a precise and accurate dose calculation algorithm which can generate reliable dose distributions and dose-volume information for treatment planning calculation and evaluation.



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)

Note: At this point we refer to the life cycle of the market related to the product. I.e. a product based on a new technology area (e.g. solar energy cars) is considered to be in the first phase of the life cycle when e.g. a typical TV set is in the maturity phase

The current stage of the product’s market life cycle is Growth.

Software can’t be considered a new product, even if a software like miCRO doesn’t exist in the market because of its particular features.



2e Strategic partnerships (existing or potential).
There have not been strategic partnership for the development of miCRO. The software has been totally developed within CRO.

CRO should think about the opportunity to create a partnership with companies that produce cancer treatment infrastructures, like Varian, Siemens, …. These machines in some cases have a treatment planning software inside.

SECTION 3: The Competition

3a What is the competition within your target market?
Note: Refer to other companies producing the same product
There is only one free on-line software similar to miCRO and there are also software modules within the treatment planning software existing on the market.

In particular:


  • K&S Associates (USA): Diamond™ was developed by a group of medical physicists with more than 20 years experience with dose calculation software.

Diamond Dose Management software provides the ability to manage and document all the independent calculations performed in a Quality Assurance program for Radiation Oncology including,

    • All Basic functions for open and wedge field treatments
    • Effective wedge calculations
    • Enhanced Dynamic Wedge calculations
    • RTP Import of treatment information
    • Multi-Leaf Collimation (MLC) support with graphical outline entry
    • Intensity Modulated Radiation Therapy (IMRT) with MLC using modified Clarkson with collimator scatter and edge effect correction and dose profile analysis functions
    • Complete documentation of all calculations with multiple reporting options
    • Treatment Machine Wizard speeds the entry of measured data.
    • Network operation allows sharing of patient and machine data with all of the oncology team.

When coupled with an appropriate film and/or ion chamber system measurement system, the Diamond™ software provides a complete solution for Radiation Oncology Quality Assurance including IMRT Quality Assurance.


  • Elekta AB (Sweden)

MOSAIQ is a dedicated oncology information system (OIS) that streamlines the entire medical oncology or radiation oncology workflow from the first diagnosis and staging, through planning, treatment and long-term follow-up. At the heart of MOSAIQ is the image-enabled electronic medical record (EMR) by which healthcare professionals communicate information about their patients through the entire spectrum of cancer care.

MOSAIQ EMR solutions include:

    • Diagnosis/Pathology - encompassing import of pathology reports, imaging studies and lab reports, in addition to documentation of diagnosis and staging information.
    • Treatment - MOSAIQ is designed specifically to handle the complexities of medical and radiation oncology, including managing prescriptions of chemotherapy, all aspects of treatment planning and surgery procedure reporting and data management.
    • Clinical Lab - The laboratory information system offers laboratories flexible tools to streamline business and clinical operations. The system is open standards-based and operates with true web server based technology, making it easy to operate the program entirely over the Internet for ordering, inquiry, and report distribution.
    • Cancer registry - The ability to access and interpret cancer data easily and cost-effectively is becoming increasingly critical to provide better treatment options and outcomes. Elekta’s software offers tools for cancer case tracking, data aggregation, analysis, and reporting for single hospitals, hospital networks, and university hospital settings as well as for state and regional cancer registries.
    • Practice Management – A comprehensive array of modular practice management applications, including scheduling, charge capture, billing, authorizations and electronic reimbursement.


  • MDS Nordion (Canada), one of the world’s fastest growing oncology/cancer care solutions providers. Its Helax-TMS V5.0 treatment planning software with Segmented Intensity Modulated Radiation has received 510(k) clearance from the U.S. Food and Drug Administration.

The flexible suite of treatment planning software tools will easily integrate into an open oncology information system.


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 competitive advantage that the introduction of the new product will ensue is the product differentiation.

The competitive advantage over the competitors indeed is the combination of the innovative features of the software.




3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range


The potential price policy is average price.


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 been marketed to free markets.



SECTION 4: Indicators


Estimated cost of the new products 100
Expected market volume (potential / maximum number of users) 1500/150.000
Expected sales volume 550 in the first 5 years
Expected market share of the company (proportion between sales and total company sales in the relevant market) 10%



Please encircle as appropriate.



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


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