Potential market

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…
ANTIFUNGAL COMPOSITIONS is a project about use of endophyte fungus Alternaria alternata as antagonist agent of Plasmopara viticola and about use of the secondary metabolites, belonging to the class of Diketopiperazines (DKPs), as antagonist substances of Plasmopara viticola.The invention has been developed in the AGRIBIO project regarding new strategies and solutions in organic agriculture and then developed with funds as FVG Regional Law n.26 on innovation or SISTER project by Area Science Park, and it is been protected with a national and European patent.

The project, based on the aim to reduce the copper use in agriculture, is interesting for companies that operate in the production and marketing of active products against plant pathogens, in particular Plasmopara viticola: the product could be used both in conventional (if synthesized) and in organic or integrated viticulture.




What added value for end-users does the product hold?
• higher quality
• Better technical characteristics
• Other …
The product offers end-users the opportunity to use natural products destined to biological agriculture with better technical characteristics instead of copper based products,that are the majority. 



What is the Unique Sales Proposition of the potential product?
The advantages in the use of the fungus Alternaria alternata in the struggle against Plasmopara viticola are important because:-       this endophyte fungus causes neither symptoms nor other alterations on grapevine tissues, but it is able to alter significantly the pathogen by inhibiting the sporulation capability;

-       the DPKs appear to be promising means for controlling Plasmopara viticola since they have not resulted to be toxic for the wine and are easy to synthetized;

-       the costs of a possible production would be contained;

-       the efficacy level has demonstrated to be very interesting above all in view of the European law about the additional limitation to the copper use in biological agriculture.




SECTION 2: The Market



What is the target market for the product? National ¨

European ¨

Global X

Please describe the characteristics of your target market.

The struggle against Plasmopara viticolahas spread around the world and it is carried out for 95% with compounds copper based.The market is composed by wine producers and by agrochemical companies.




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 invention is at development stage, but has already proven its potential on laboratory tests: at this moment on-field test are missing to validate finally the product. 



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, because the struggle against Plasmopara viticolais important for entire wine market (especially the wine producers).The invention is interesting for companies that operate in the production and marketing of active products against Plasmopara viticola. The product can be used both in conventional (if synthetized) and in organic or integrated viticulture.




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 at implementation stage, because on-field tests must be realized in next months to validate the invention and to evaluate the performance. 



Strategic partnerships (existing or potential).
A potential partnership could be signed with some agrochemical companies interested to use the invention in the biological agriculture. 



SECTION 3: The Competition



What is the competition within your target market?
On the global market there are similar products as synthesized products just used on conventional viticulture, but there aren’t similar products based on natural antagonistes.The competitors are for 95% products copper-based, while remaining 5% is realized with natural antagonistes.



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 is interesting for its product differentiation due to use of natural antagonistes. 



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

• Average price range

• Low price range

The price range will be comparable with existing products. 



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 is oriented to markets operating on the principle of free negotiation. 



SECTION 4: Indicators


Estimated cost of the new products

Not applicable

Expected market volume (potential / maximum number of users)

Not applicable

Expected sales volume

Not applicable

Expected market share of the company (proportion between sales and total company sales in the relevant market)

Not applicable




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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