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…
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 idea is related both to technology-driven and market-driven innovation.


The Artificial Vision and Real-Time Systems (AVIRES) Laboratory staff’s know how and research experience within the Department of Mathematics and Computer Science of the University of Udine, has allowed over the years to refine project development related to the Computer Vision and the Sound and Music Computing. In particular, the group has specific experience in the fields of Active Vision, Biometrics, Data Fusion, Data Transmission, Audio Digital Library, Auditory Display, Nonverbal Human-Machine Interaction.


On the other hand, there is the need to reinforce the cultural identity, to promote different educational and communicative methods and to raise awareness of important artistic figures. In this sense, AVIRES Lab Multimedia Centre could represent a new way to promote a city, to encourage tourism and to favor the innovation and culture dissemination.






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 others multimedia museums, the R&D result has different technical characteristics and various potential applications.It aims to develop a computer simulation of the museum environment, in order to offer to the users a continued interaction with works of art, but the museum application and the web interface can be adapted to any museum.





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 new way to “live” a museum.





SECTION 2: The Market




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 project is targeted for a global market.

In particular the system is directed to all kind of museum.

In Italy there are about 3.500 museums.






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 R&D result can be characterized as leading because it’s applied by a limited number of institutes managing a museum.

It is the first multimedia museum dedicated to the figure and work of Giovanni Antonio de’ Sacchis, but it represents also an innovative multimedia experience in the field of visual arts and a laboratory.

Furthermore the museum application and the web interface can be adapted to any museum.







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 project satisfies an existing demand of education through the use of technology.

This allows the reconstruction of a virtual reality that places the work in its original environment.





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 Implementation.

Multimedia museums and visual art labs offer to the users a continued interaction with works.

Compared with the existing multimedia museums, the R&D result allows the valorization of the figure of Giovanni Antonio de’ Sacchis, known as Il Pordenone. The main objective of the project is indeed the creation of a collection of documents and publications relating to this figure.





Strategic partnerships (existing or potential).
At the moment, AVIRES team is developing partnerships for the project’s development with several partners of the Province of Pordenone.




SECTION 3: The Competition



What is the competition within your target market?
Note: Refer to other companies producing the same product
There are several projects that develop multimedia museums or visual arts laboratories. 

In Italy, for example, there are:

Museo Multimediale Virtuale “Prato città tessile medievale”

Museo Multimediale della CASA ROSSA XIMENES di Grosseto e Castiglione della Pescaia

Museo Multimediale della cittadella del carnevale di Viareggio

Museo Multimediale della Riserva naturale orientata di Onferno a Rimini

Museo Multimediale di Astrofisica in provincia de L’Aquila

Museo Multimediale del Canto a Tenores in provincia di Nuoro


There is also a limited number of companies working in the field. An example is:


DIVICAS Srl Genova – Italy

DIVICAS is a “MULTIMEDIA CONTENT PROVIDER” focused on the Digital Video Archive & Retrieval business . Established in 2003, the mission of the Company is to offer turn-key solutions and services to Digitalize, Index, Manage and Archive multimedia contents, and then Search, Retrieve, Process and Deliver these contents on a variety of media.




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 the R&D result in the market will ensue a product differentiation.The competitive advantage over the competitor projects is the possibility of adapt the museum application and the web interface to other museums.

Moreover the proposed project is focused on Giovanni Antonio de’ Sacchis figure and works.




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

• Average price range

• Low price range

The potential price policy is average 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

The project will been marketed to free markets.



SECTION 4: Indicators


Estimated cost of the new products n.a.
Expected market volume (potential / maximum number of users) 175/3.500
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 encircle as appropriate.



Added-value potential 1 2 X3 4 5
Size of future market demand 1 X2 3 4 5
Competitive positioning of the product 1 X2 3 4 5


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