Potential market

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…
Technology driven

To adopt the computer game conditions for a new way of learning. Emergent technologies such as computer networks and human-computer interaction made it possible to conduct the research basis of the innovation.



1b What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The young users can get a personal experience about the way of operation of the ecosystem.

The product bears higher quality and radically new approach as added value. Currently widely used education methods are not able to provide research examples for the students and the few examples that hold this feature are less user-friendly and do not have local area network support.


1c What is the Unique Sales Proposition of the potential product?
The completeness of the software and the education material and the fact that it is designed to ensure it provides an integrated, realistic and efficient educational environment which is closer to today’s youngster generation and it also takes into account the individual characteristics of each person and adapts the educational procedure accordingly. A free version of the program with limited feature is going to be available online.



SECTION 2: The Market


2a What is the target market for the product?

National ¨

European X¨

Global ¨

Please describe the characteristics of your target market.

In the past decade in every environmental sector, conditions have either failed to improve, or they are worsening. As the green approach become more and more important in Europe the market opens for the green solutions. If the young generation learns easily the “green thinking” they would be more open to the green products too. During the distribution process the first step is the local Hungarian market of which the development team possesses detailed information regarding both quantity and structure. Despite the fact that the Hungarian market can be considered fairly small. The around 4500 elementary and secondary schools provide enough space for the successful introduction of the product. Right after the local establishment of the business the next targets on the way to the European market are the Austrian and German market because their educational curriculum can be considered fairly similar and have the necessary technical requirements to apply our solution. In the further future global presence should be considered.



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 base concept is globally leading and key throughout Europe, while the specific application with all the described features and high level of user-friendliness is globally a key product which provides further opportunity for global expansion.



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 earth’s biological diversity is crucial to the continued vitality of agriculture. Yet human activities are pushing many thousands of plant and animal species into extinction. Two of every three species is estimated to be in decline. The product well visualizes the process of declination in case of wrong intervention of humans.

It is an existing demand. In Hungary the demand emerged just during the last few years, however in many countries in Northern and Western Europe it is an existing demand.

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)

The product is currently in implementation phase.







2e Strategic partnerships (existing or potential).
As producing an educational product the development team focused on establishing partnership with universities, such as Budapest University of Technology and Economics and Eötvös Loránd University, teacher associations such as Hungarian Research Teachers’ Association and companies with strong educational CSR such as MOL. Potential strategic partnership includes further educational associations and even nature conservation associations.



SECTION 3: The Competition

3a What is the competition within your target market?
Detailed comment






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 project owners elaborated a business model. There are four versions:

a) free demo version (it can be used by the students for simple homeworks)

b) license for 5 computers: price: 25.000 HUF

c) license for 30 computers: price: 125.000 HUF

d) license with no limit within a school, its price is 300.000 HUF.

These prices adapt flexible to the needs and possibilities of schools.



3c Potential products relate to the following price range:

• High price range

• Average price range

• Low price range

USA:  EcoBeaker: virtual labs. It consists of 10 modules. Its price for a classroom is 995 USD, for a school is 1195 USD


Taiwan: Ecology Software by Hsin Chi










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

Detailed comment








SECTION 4: Indicators


Estimated cost of the new products  
Expected market volume (potential / maximum number of users)  
Expected sales volume  
Expected market share of the company (proportion between sales and total company sales in the relevant market)  




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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