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…
The Innovation potential of this product is related to specific needs of the Italian education System: it’s a software that can support traditional teaching methods in meeting the real needs of a child with perceptual disabilities. 





1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The product permit to create an interactive multimodal environment without using external elements (like headphones, special glasses etc.) that can cause discomfort to children with disabilities (i.e. effected by autism). 




1c What is the Unique Sales Proposition of the potential product?






SECTION 2: The Market


2a What is the target market for the product?  

National x

European ¨

Global ¨

Please describe the characteristics of your target market.

The target market for the product is National in this phase. It’s targeting the Italian Education System composed by schools, but also the Ministry for education and conservatories (as it can find application in Music training). 




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 MILE software is ready for testing application: it has been applied in a sample of primary  schools in an experimental way and it proof its potential. The research activity then stopped because of lack of funding. 

At the current stage, no competitors have been identified in Italy.




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 market is already developed. 

The research results have been presented in different workshops and thematic events at international level, out of which several requests about the product have been collected. Requests mainly come from Italian teachers with specific needs that the software can solve due to its adaptability.

The market is represented by schools (primary schools mainly), and Conservatories of music, but also all the training institutions, public and/or private, dealing with children affected by (motor and/or perceptual) disabilities.



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)

A system prototype has been developed, lacking of both user friendly interface and usability requirements; then it has been tested in a sample of primary schools for 12 months. Because of lack of funding, the research activity has been stopped. 

The software needs to be engineered.





2e Strategic partnerships (existing or potential).
A strategic important partner at institutional level should be considered and addressed (i.e. the Ministry for Education). 

Currently, the research team is targeting also the Italian Association for blind people in order to develop a dedicated MILE software with the goal to help blind children to learn how to walk correctly since the beginning and therefore avoid wrong postures.




SECTION 3: The Competition

3a What is the competition within your target market?
At the moment, no competitors have been identified in Italy. 

At European level similar systems exists, in particular in the British area, but they are characterized by the use of external physical elements (electronic sensor, Arduino-like) to track the motor abilities in children.



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 product seems to be unique in its proposal. 

Costs for production can be considered low. A part from the software realization (staff costs only), the used hardware is available on the low cost market (standard microphones and standard webcams are required).



3c Potential products relate to the following price range: 

• High price range

• Average price range

• Low price range

The product is related to a low price range as already explained.


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, if linked to the ministry, at Italian level could be marketed also to regulated markets. But, in general it will be marketed to markets operating on the principle of free negotiation.





SECTION 4: Indicators


Estimated cost of the new products Law cost
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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